Study: 'Big Data' poses opportunities, challenges

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Boston—Marketers overwhelmingly recognize that leveraging massive data sets can help them improve business, but most feel they lack the tools to mine customer insights adequately, according to a study from marketing technology company DataXu Inc. According to “Marketing in the Digital Age,” 75% of respondents said understanding “Big Data” can dramatically improve their marketing efforts, and 90% said digital marketing can reduce customer acquisition costs. However, 58% said they lacked the skills and technology to perform data analytics, and more than 70% said they aren't able to leverage the value of customer data. The online survey was conducted between December and February, and drew 350 respondents.
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