As IT gains increasing responsibility for customer
experiences, cloud, cybersecurity, and observability are
emerging as key areas of investment.

In a world awash with data, managing and protecting that data must be high on the IT agenda to
preserve customer trust.To analyze how organizations can build customer trust and meaningful customer experiences
through effective data use, Elastic and ThoughtLab conducted a comprehensive survey of 800
executives and IT decision-makers around the world and across eight industries. We also held indepth one-on-one interviews to gather qualitative insights