Marketers ‘unprepared’ for opportunities of big data
The report, based on a survey of 47 WFA (World Federation of Advertisers) members and carried out in Q2 2013, claimed that many members find the term ‘big data’ “unhelpful”, despite feeling that it is an area of critical importance.
88% agreed that big data is vital for current and future business decision-making, helping them in particular to improve understanding of ROI, but over half said they struggled with the volume of data being generated. Almost as many also said that they found it a significant problem to “deploy insights practically across the business.”
Further detail can be found in the infographic (click for larger version):

We hope you enjoyed this article.
Research Live is published by MRS.
The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.
Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.
For example, there's an archive of winning case studies from over a decade of MRS Awards.
Find out more about the benefits of joining MRS here.
0 Comments