Big Data, the words that open the doors to knowledge about the client, to follow their steps and to the events that occur daily in the online environment. A priori, Big Data makes us think of a well of wisdom, which will help us unravel the mysteries surrounding the relationship of consumers with the brand, their reaction to our marketing strategy, and tell us how to act at all times. Hence, half of the Bahamas Mobile Database marketers are clearly in favor of its implementation within their daily activity. For its part, another third is also in favor, although it is more reserved. These are the findings reflected in the Infogroup Targeting Solutions survey.
The positive note is that those companies that have already begun to invest in Big Data have really seen the results of its application. 60% of them showed a very positive attitude towards taking advantage of the valuable information provided by the big brother of data. For their part, 30% also acknowledge its effectiveness, although in a more reserved way, while only 8% doubt the value of this implementation.
Therefore, this 2014 will reflect a notable commitment to the benefits of Big Data, which will also be reflected in the budget allocation. 62% of marketers say they will allocate more resources to this area this year. It should be noted that the companies that already use this data are the ones who will make a greater investment, especially if these companies have already been able to measure the results of their application. Thus, the 2 out of 3 marketers who already work with Big Data will raise their bet, along with 66% of those who are already appreciating a positive ROI, compared to 57% of those who have not yet taken the step, and the 60% of those who cannot speak of tangible benefits.
The main reason that hinders the full commitment to Big Data is the scarcity of resources. 35% of those surveyed regret not having a larger budget to be able to take better advantage of the benefits of Big Data. But the economic barrier is not the only one. 27% consider that the quality of the data is not good enough, while 25% admit that they do not have the appropriate tools for the correct treatment and analysis of the information. Added to this is the lack of knowledge or skills on the part of the staff (17%), or the problems to measure ROI (11%).
The positive note reflected in the Brother Cell Phone List Infogroup Targeting Solutions study is the greatest concern on the part of marketers to implement this valuable information. As he concludes, Big Data will be a priority in 2014 for 73% of marketers, while in 2013 only 38% considered it that way. Marketing professionals are aware of the need to orient the strategy to the real needs of the target audience, and to act just when and where it is receptive. To do this, they need to adopt Big Data as the compass that always guides them towards their goal.