10 Facts About Marketing IT Budgets and Big Data Prospects
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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Outdated Technology Is an Issue
39% say their technology is inadequate or outdated.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. -
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There's much excitement about the potential IT opportunity that marketing represents. Some research firms such as Gartner suggest the day is not too far off when marketing departments spend more on IT than IT organizations do. But a survey of 2,200 marketers conducted by Teradata paints a much more nuanced picture. While it's clear that marketers plan to fund big data projects, the majority don't have the processes in place to actually make use of that data. That makes selling IT solutions directly to the marketer a complex undertaking for solution providers in the channel. A little more than half of the marketers surveyed still get their data from internal IT organizations even though most of them admit they don't have much of a working relationship with the internal IT department. Unless solution providers exercise care, they could find themselves caught between competing fiefdoms within organizations. Of course, some solution providers may find it attractive to service the IT needs of the marketer, either on-premise or via the cloud. Here are key takeaways from the Teradata study that will shed more light on marketing IT budgets and big data.
What Partners Need to Know About HP, ...
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