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Study Reveals: Marketers Aren’t Harnessing the Full Potential of Big Data

Big data is bigger than ever, and most marketers agree that it’s important for staking out a competitive advantage and supporting business goals. According to a recent study, however, there exists a large gap between what companies believe data can help them accomplish and actually using data to meet those objectives.

Data as a Competitive Advantage”, the study from Winterberry Group and Interactive Advertising Bureau (IAB)—and sponsored by AddThis—surveyed 100 executive-level thought leaders in the advertising, marketing, publishing and technology sectors about the challenges they face harnessing the full value of big data within their organizations.

Some of the key takeaways include:

Learn more about how your industry peers are using, “Data as a Competitive Advantage” and download the white paper.