Commissioned for the Guardian Changing Advertising Summit, the survey found that 86% of marketers consider big data was changing the marketing function with 53% said it was now ‘very important’ and 62% saying their job had already changed as a result.
The survey also found that marketers felt that big data would see consumers expecting more targeted messages being created but only 30% of marketers thought they were sufficiently qualified to handle the challenge.
When questioning consumers, the survey found that despite....