Is Big Data the Customer Experience/Customer Loyalty Tool It Was Projected to Be?

Big Data may not be the tool we want it to beBig data has been a hot buzz terms in the loyalty marketing industry for several years now.

So, how has big data impacted customer experience and customer loyalty for marketers?

According to a new survey from Actian, big data has been a big problem for many early adopters and has not lived up to its promise.

More than 100 C-level executives, data scientists, and IT leaders spanning more than 25 industries took part in the survey last month.

Here are some key highlights:

Data is regarded as a company’s most important asset (61% of respondents)

Yet 77% of those surveyed reported their big data and analytics deployments are failing to live up to their expectations, indicating a huge unmet need for better analytic tooling to enable companies to glean the full value of their data.

“We are living in a very disruptive time when organizations are using data to outcompete and create new revenue and customer pathways,” said Ashish Gupta, CMO and SVP of Business Development for Actian. “The survey results echoed what we’ve been hearing directly from organizations of various sizes−painful trial and error has revealed that traditional database technologies are failing to deliver on analytical workloads so they have turned to Hadoop for help. The problem is, while Hadoop is a very cost-effective place to store massive amounts of data, most are finding it’s too immature to manage enterprise-grade, high-performance analytics jobs needed to get ahead and stay ahead.”

A staggering 81% of respondents reported that data analytics-driven business growth is their No. 1 priority during the next 12 months, followed by gaining customer knowledge and insight (58%).

Fifty-one percent of respondents claim that Hadoop could make existing data analytics operations more efficient, yet only 5% of the IT pros surveyed are asking for Hadoop.Big Data increasing pressure

 “As with any technology advancement, Hadoop has areas for improvement,” Gupta said. “Many organizations have invested time and resources into making it work for them because they know that their current way of managing analytical workloads won’t cut it. “More than 25% of CEOs surveyed said a failed big data project is a ‘fireable offense’ for their CTO or CIO, putting immense pressure on top IT leaders to deliver on the promise of big data. So, how are the IT leaders within an organization making Hadoop analytics work? They’re depending heavily on tried-and-tried tools like SQL for gleaning insights.”

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