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NEWS24 March 2014

IBM finds more CMOs unprepared to deal with big data

Data analytics News North America

US — A new survey from IBM suggests that chief marketing officers now feel less prepared than they did three years ago to deal with, and make sense of, big datasets.

Although 94% of the 500 surveyed CMOs believe that advanced analytics will play “a significant role in helping them reach their goals”, 82% report that their organisations are underprepared to capitalise on the huge amounts of data they hold – up from 71% in 2011.

The full report is online here – however it’s not made clear in the report whether the increase in reported unpreparedness has to do with a lack of appropriate tools or knowledge, or whether it reflects greater awareness of big data and surrounding issues.