Most marketers realise big data’s value, but only one in ten use it properly, says analyst

June 5, 2014 4:32

Rees

A major survey into big data and marketers has shown that while most marketers from both big and small firms are aware it it’s value – many lack the skills or experience to make the most effective use of it.

“There’s been a big transformation in the way big IT vendors”, said Oliver Rees of Torque Data during Mumbrella360 talk Big Data: Teenage Sex or Fight Club?

The study: “The Big and Small of Big Data” found 72 per cent of marketing reps are using big data but only one in ten use it as a key component of what they do.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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