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):