The “unsexy” issue of data management is among the most important for firms considering digital transformation, panellists at PAM Insight’s Digital Forum argued.

Sean Lam, chief executive and chief technology officer at Walker Crips, said firms considering their digital strategies tended to want to invest immediately in flashy front-end portals that clients could “see and touch”.

“The most important thing to any COO you will speak with is the data, it is critical, but it is not sexy,” Mr Lam said, adding that it could be difficult to get management buy-in for data cleaning projects.

“I think th...