We guessed and shot from the hip for years, then started to get the people and time to do proper research. Making the transition from lots of fragmented information to a connected system happened over the course of a year. It’s not that the process takes a long time (there is some overhead in finding the data you have on hand and getting teams on board), but we just didn’t really know what we had until we’d experimented a little.
We’d put a little data into a central database, someone would ask a hard question, and we’d pull out an answer in minutes. Each time we did this we grew ever more excited about the potential. As we poured in more data and asked more questions, the principles of the experiment and why it worked became clear.
Your milage may vary in your organization. If you have lots of fragmentation in your teams, it could take longer to get people to contribute. The best way to get people excited is to show everyone what you’ve learned and tell them how you did it. Start small, shock and awe, then watch it grow.