Business challenge Many of today’s large modern enterprises rely on successful mergers, acquisitions and divestitures as a significant part of their growth strategy, and Ashland Inc. is no exception. Their people, processes and systems are constantly moving and changing, which has made it increasingly challenging to remain innovative and agile in their quest for digital transformation. Amplifying this challenge was little enterprise-level understanding of the importance of data and information. This is common even in the most established and mature organizations. Executives would commonly point to “bad data,” but in reality the issue was a systemic lack of context and understanding of the data’s business impacts. “We had a lot of well documented business rules, but they were i

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