Stamford, Conn.—Marketers are still figuring out how to make data work for them, with 80% of senior executives reporting that getting value from their data is a challenge, according to a survey released by Pitney Bowes Software.
When asked about their biggest challenge in extracting value from data, 35% said that there is too much information and too few resources.
Separately, 38% of respondents reported that a lack of analytics capabilities and skills is the biggest inhibitor to gaining business value from Big Data.
Companies can gain insight by centralizing data analytics teams and reporting consistently across the enterprise, said Pitney Bowes Software President John O'Hara in a statement. “In addition, organizations should resist the temptation to continue one-off customer data exercises for each marketing campaign,” he said. “By repeating like data analytics exercises over time, brands create relevant conversations and long-lasting relationships with their most lucrative clients and consumers.”
The report was based on a survey of senior executives conducted online in October and November. There were 165 responses.