The Dichotomy in the D&A Market: Finding the Balance Between Value Realization and Experimentation

Enterprises are struggling to strike the right balance between value realization and experimentation through their D&A investments. While Return on Investments (RoI) and direct business outcomes from D&A initiatives are becoming key priorities for enterprises, emerging technologies such as generative AI are pushing enterprises to experiment and build a solid data foundation to enable these technologies. Current  themes in the market such as data modernization, data observability, and D&A and sustainability are being driven in conjunction with these two forces. As a result, enterprises are looking to rationalize their D&A spend, evaluate key metrics to measure RoI of their D&A investments, build a strong data foundation, and experiment with generative AI.

This research covers a comprehensive analysis of the D&A services market based on Everest Group’s proprietary database of D&A deals, interactions with leading D&A  providers and enterprises, and an ongoing analysis of the D&A services market.