Almost
half of marketers said data is the most underused asset in their organization,
according to a survey from Teradata Corp.
The
study, “Teradata Data-driven Marketing Survey 2013,” was based on an online
survey of more than 2,200 global marketers, conducted in May.
It
found that less than 10% of respondents currently used the data they have in a
systematic way to improve the customer experience.
Also,
75% that try to calculate ROI on marketing investment said they encounter
problems, mostly in the lack of system integration.
According
to the survey, 71% of respondents said they plan to implement a Big Data
analytics solution in the next two years.
