This whitepaper examines why many data modernization initiatives fail to deliver ROI despite heavy investment. It identifies common pitfalls such as “build it and they will come” approaches, weak data ownership and unchanged engineering practices. The document advocates for a product-oriented data strategy centered on Data as a Product, where domain teams own, maintain and evolve high-quality data products. Supported by self-service platforms and AI-enabled tooling, this approach improves data accessibility, interoperability and speed to insight. The paper shows how treating data as a product accelerates innovation and enables scalable AI adoption.

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