10 Facts About Marketing IT Budgets and Big Data Prospects

Marketing and data

Marketers Are Really Into Big Data Analytics

75% of marketers plan to implement a big data analytics project within two years.

Marketers Don’t Have Much Confidence in Their Own Data

40% of marketers give their organizations a grade of C or lower on how well they use data.

There’s Not Much in the Way of Actual Systems

Only 10% of marketers say their organizations use data in a systematic way.

There’s Not Much Actual Process Either

42% say that lack of process is the No. 1 obstacle to using data to make better decisions.

Outdated Technology Is an Issue

39% say their technology is inadequate or outdated.

Marketers Realize Data’s Untapped Potential

45% of marketers feel data is an underutilized asset.

Marketers Have Trouble Calculating ROI

75% of them report this is an issue and rank data integration as the No. 1 barrier to determining it.

Top IT Investment Goal for Marketers

40% want to be able to measure the success of multichannel marketing campaigns.

Not Much Alignment With IT

74% of marketers don’t view the IT organization as a strategic partner.

Most Marketers Still Get Their Data From IT

51% obtain their data from IT systems, 32% control their own data and 17% rely on external providers.