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For Many Marketers, Data is Top Under-Used Assets

Big Data

Aug. 5, 2013 –Nearly half agree of marketers agree that data is the most underused asset in their organization, according to a global survey of more than 2,200 marketers examining how companies worldwide are using data to drive marketing and create competitive advantage. 

The study, “Teradata Data-Driven Marketing Survey 2013,” also found that less than 10% of respondents currently used the data they have in a systematic way to improve the customer experience.

Teradata defines data-driven marketing as “the combination of collecting and connecting large amounts of data, rapidly analyzing it and gaining insights, and then bringing those insights to market via marketing interactions tailored to what's relevant for each customer.”

Key survey findings:








 Top Obstacles to Data-Driven Marketing

Source, Teradata, August 2013






About: The survey was conducted by Teradata Applications, a division of Teradata focused on business, marketing and analytical applications, and services. More than 2,200 marketers around the world responded to the survey.
Source: Teradata Corp., Teradata Data-Driven Marketing Survey 2013, accessed August 12, 2013.