Some marketing questions require robust analytics. For example, understanding what mix of channels are driving sales for a particular product or in a particular customer set or what sequence of channels is most effective. These types of questions often require large sets of data, or what is being referred to as Big Data.
Study after study shows that marketers are struggling with mining and analyzing data in order to derive valuable insights, actionable intelligence and manage performance. A recent report by EMC found that only 38% of business intelligence analysts and data scientists strongly agree that their company uses data to learn more about customers.
The difficulties associated with amassing, analyzing and using these large and disparate data sets keep many companies from maximizing their use of Big Data.
So while Big Data might seem a bit daunting, there are steps you can take to navigate using Big Data. Learn what they are now.
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