The “Big Data” conversation has gained momentum since late last year.
An October 2011 study from McKinsey & Company found the greatest number of marketing executives worldwide (32%) felt the ability to generate and leverage deep customer insights was the most important digital challenge they faced.
According to eMarketer, since then, discussions have become intense as marketers learn more about Big Data's holistic, integrated approach to marketing.
Unfortunately, most companies are still in the early stages of Big Data integration. A February 2012 survey from DataXu showed just 30% of US executives reported the ability to leverage the value of their customer data.But May findings from CMO Council were more optimistic: 51% of marketers worldwide said they leveraged data moderately well, with 7% reporting that they did so extremely well.
The majority of marketers worldwide (65%) used customer profile data to enhance their marketing programs. Social media data and marketing campaign response and engagement data were also used by 61% and 51% of respondents, respectively.
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