Report: Marketers say data is most underused asset

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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.
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