In data integration and data management, the focus is often on technology—databases, ETL processes, automation, reporting tools. But in the process, the true objective is easily overlooked: generating business value. 

Why does this happen? What organizational and technical barriers contribute to the disconnect? And most importantly: what strategies can we adopt to better align data initiatives with the goals of business stakeholders? 

This session explores the root causes and presents practical approaches to building a data-driven culture—with a clear focus on business impact.