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Building Trust in Data Analytics

Building Trust in Data Analytics


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Data and Analytics (D&A) holds the power to unlock untold value. But first you need to trust what it is telling you. Our report shows that organizations do not fully trust their analytics. Just 38 percent have a high level of confidence in their customer insights. And only a third seem to trust the analytics they generate from their business operations. Yet the vast majority say these insights are critical to their business decision-making.

While trust in D&A is a significant challenge for organizations, few seem to be talking openly about it. That is why we developed this report. We wanted to shine a light on the trust gap that threatens every organization. We wanted to measure and benchmark the current level of trust in the market. And we wanted to understand what leading organizations are doing to improve the trust they have in their data and in their analytics.

We believe this report provides a very unique view into a fundamental challenge facing most organizations today. And we believe it creates a significant opportunity. Indeed, those that are able to overcome the trust gap quickly will be the ones that will be better-placed to make faster decisions, more accurately and with much greater confidence. Those will be the organizations that will win in the future.

I would like to thank the organizations that participated in this research, particularly Elizabeth Keyes of McKesson and Cindy Forbes of Manulife Financial Corp, for the time and insights they have invested into this report. I would also like to thank Imperial College, London and Microsoft for sharing their insights and perspectives.

To learn more about KPMG’s perspective on Trusted D&A, I encourage you to contact your local KPMG member firm or any of the contributors listed at the back of this report.


Christian Rast
Global Head of Data & Analytics


About the research

KPMG International commissioned Forrester Consulting to examine the power of trust in data and analytics by exploring organizations’ capabilities across four anchors of trust. More than 2,000 organizations from around the world participated in the survey. Leaders from KPMG, clients and alliance partners also contributed analysis and commentary to this study. This report is part of KPMG’s wider Trusted Analytics article series, which can be found online at

For more information, download the full report below.

The information contained herein is of a general nature and is not intended to address the circumstances of any particular individual or entity. Although we endeavor to provide accurate and timely information, there can be no guarantee that such information is accurate as of the date it is received or that it will continue to be accurate in the future. No one should act on such information without appropriate professional advice after a thorough examination of the particular situation.

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