Marketers Slow to Embrace Big Data

This is supposed to be the year of Big Data. The trade press has published numerous articles on the bigdataimportance of Big Data and how this information will guide the actions of large and small marketers as they seek to improve the ROI on their advertising initiatives. But, not all marketing professionals are on board with the trend.

Marketing professionals have long been accustomed to ‘going with their gut instinct.’ This is, after all, a field of creativity. The Big Data trend aims to change all that and adds some science and math to the mix to help marketers make decisions.

A new report from IBM suggests that marketing professionals can be grouped into the following categories with respect to their acceptance of Big Data:

  • Traditional marketers 40% – Those who are just moving into Big Data modeling. Only 18% of traditionals are using Big Data.
  • Constrained analysts 37% — These professionals are working to integrate data into their decision-​making. So far, only 27% are succeeding in using Big Data to make effective organizational changes.
  • Marketing scientists 23% — Nearly half, 49% of this category, are applying information, and the skill that comes with data management, to make significant changes to their organizations.

Overall, about 25% of marketing professionals are using Big Data to help them improve their campaigns. IBM analysts say the long-​term goal should be to think like a ‘marketing scientist’. The professionals should be aiming to:

  • Architect data
  • Apply science
  • Influence action

Are you ready to embrace Big Data or are you comfortable relying on past experience to predict the future outcomes of your campaigns?

[Source: Marketing Science. IBM Center for Applied Insights. IBM​.com. Web. 9 Apr. 2013] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.