Marketers Continue Big Data Investments, but Struggle with Results
Marketers plan to increase their
investments in data-related marketing initiatives this year, with a heavy
emphasis on hiring, according to a report from Infogroup Targeting Services and
Yesmail interactive.
According to the companies'
report, “Data-Rich and Insight-Poor,” 68% of marketers said they expect their
data-related expenditures to increase greatly or slightly this year, and only
3% said they would cut back in this area. Also, 56% plan to hire staff to
handle data collection or analysis, with the most common position (20%) being
data analyst.
Sixty-percent of the more than 250 mid- and
executive-level marketers who responded to the survey said they weren’t ready
for the challenges of Big Data, and more than half said they were augmenting
their marketing team and technology investments to become better prepared.
Eighty-one percent reported they are either
somewhat or not very prepared when it comes to the new rules and regulations of
marketing data governance.
