Success—or failure—in digital transformation often comes down to more than technology alone. In fact, the list of things that can go wrong in digital business initiatives is long. Lack of clear objectives, disagreements among top management, failure to deliver results, and poor communications are just some examples.

But more often than not, low analytics adoption by the organization and a failure to convince your people to embrace data-driven decision making is what’s really holding companies back, according to a recent Harvard Business Review article. The reasons for this can vary, including relying only on data scientists for success, failing to help your people adapt and upskill for a digital business, and lacking clear communications on the value of data analytics to employees across the company.

So, what can you do?

According to the HBR article, “Organizations need to look beyond building a team of skilled data professionals with the latest analytics tools and technologies if they want to leverage data to improve their day-to-day operations.” Digital transformation success requires companies to drive adoption and use data analytics across all departments and job roles. One way to do this is by applying a product management approach to your digital business initiatives, according to the article.

By taking a product development approach to data analytics initiatives, adoption becomes a key metric—and one that inherently helps digital transformation leaders uncover unmet user needs across the organization. Data analytics teams can identify and address these unmet needs by directly communicating and working with employees to help scale initiatives and bring about company-wide change.

According to the HBR article, this critical collaboration starts with asking employees the right questions. What are the business goals? What is the desired outcome? The answers can vary depending on which department you ask. “Each of these teams is only going to adopt an analytics solution if it solves for its own unique problems, so an analytics team must conduct extensive stakeholder interviews to develop a clear understanding of the diversity of unmet needs across its organization,” according to the article.

To learn more, including how data analytics can be “packaged and presented” for success, see the complete HBR article.