My experience is that business people love information, not so much raw data, but insights and information that they can use to make decisions. On average they’re less interested in the technical math that led to the conclusion except to verify in their head it is reliable (some care more, some care less).

Probably the biggest hurdle is that there’s sometimes a lack of knowledge of what is possible with data. If people don’t know a certain bit of information is available, they won’t know to ask for it and use it.

I’ve never met someone who didn’t want to hear positive results like “hey, that change you made? It affects 300k people and made an extra 500k/mo revenue” or “literally no one uses this expensive feature here”. It might take some work to dig out clear wins to showcase, but once decision-makers know that this sort of information is available for use, it’s significantly easier to get them to agree to investing some resources into data systems.