At TomTom, our Automotive and Enterprise products are inherently data-driven — powered by machine learning and AI to deliver speed, efficiency, and accuracy. But until recently, our Sales and Marketing teams operated very differently. Decisions were often based on experience or gut feeling, simply because the data was fragmented, inconsistent, or not actionable.

In this session, we’ll share how we turned that around and how we transitioned to data-driven decision-making across the commercial side of our business. Our digital transformation followed three clear and practical steps:
1. Centralise, clean, and govern your data – without trusted data, there is no foundation.
2. Build impactful dashboards – make performance visual, accessible, and easy to explore.
3. Translate data into insights – empower teams to act faster and make smarter decisions.

We’ll discuss our focus on data quality, data management, and governance: how we improved data literacy, simplified our tooling landscape, and drove behavioural change through communication and consistent leadership from managers. The KPIs we defined helped us prioritise, and led directly to the development of dashboards that are actually used by the business.

Finally, we’ll look ahead to the next phase: how we take the next step towards actionable insights — turning data into clear, concrete actions that drive commercial impact.