Earlier this month, the CMO Council released the findings of a new study that concluded both marketers and IT executives believe big data is a key competitive differentiator and will be core to implementing a more customer-centric business culture. But the study also found that both groups believe functional silos block aggregation of data from across the organization, making it difficult to truly achieve customer centricity. In addition, most marketers are not very satisfied with their current data and analytics platforms. Here are some specifics from the study:
- 40 percent of marketers and 51 percent of IT respondents say big data has emerged as the critical factor to achieving an enterprise-wide customer-centric culture.
- 61 percent of marketers and 60 percent of IT executives feel that big data is part obstacle and part opportunity.
- 46 percent of marketers and 50 percent of IT executives say big data has added complexity to developing actionable customer profiles.
- 57 percent of marketers believe they are missing data that could be essential to the development of a more robust and actionable customer profile.
- 52 percent of marketers and 45 percent of IT professionals believe functional silos block aggregation of data from across the organization, making it difficult to truly achieve customer centricity.
- 34 percent of marketers are moderately satisfied with their current data and analytics platforms, while 37 percent are fairly unsatisfied.
These issues are at the heart of why Origami Logic was founded. We feel there is a big opportunity for organizations to take advantage of big data in marketing. We want to break down the data silos that exist in marketing. And we want to provide marketers with a solution that makes it easy for them to discover actionable insights. We will provide more details as we get closer to launching our solution later this year. In the meantime, please go to our website if you would like to learn more about what we are working on.