Indianapolis—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.