As we have noted several times over the years (see for example: 1, 2, 3), big data are an important element of the marketer’s toolbox. So, what is the state of big data in 2017?
Recently, eMarketer published its Big Data Roundup for 2017:
“Most key objectives of marketers are rooted in big data, from targeting and customer relationship management to attribution — and even artificial intelligence. eMarketer has curated this Roundup of articles, insights, and interviews to help you understand why and how advertisers and marketers are putting these large, complex data sets to work.”
“Big data are gradually becoming a part of U.S. business, and companies that are able to take advantage of their scope and complexity appear to be seeing benefits. In January 2017, research from NewVantage Partners revealed that at least half of organizations are incorporating some type of big data initiative. Not all areas businesspeople were polled on got high marks. Of the big data initiatives executives were asked about, establishing a data-driven culture and making over their business for the future had the lowest success rates, both at 27.9%.”
Click the image to view the Roundup report.
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