More than a third of executives rank big data analytics as a top marketing skill, but many marketers lack the requisite knowledge.
Business executives in the U.S. and U.K. see data analysis -- specifically, the ability to extract predictive findings from big data -- as one of the most important skills for today's marketers. And yet many of them claim that marketers' limited ability to analyze data is a major roadblock to executing better big data strategies.
One survey of 257 executives, and the other of 409 consumers, inquired about the effectiveness of various marketing channels. The executives were from six consumer-focused industries, including automotive, clothing, banking, entertainment, media and travel. Respondents in both surveys were evenly balanced between the U.S. and U.K., the EIU said.
The report covered a variety of topics relevant to digital marketing, such as which factors influence customers' purchase decisions, as well as consumers' views on privacy issues. From a big data perspective, the study's most interesting finding shows a notable gap between the value that marketers place on big data and their abilities to glean insights from it. READ MORE