Manual, time-consuming data aggregation is a fact of life for 81 percent of respondents; Most report only lukewarm success, yet Big Data projects are poised to double in 12 months
PALO ALTO, Calif– Organizations can’t gather business insights from Big Data fast enough. Kapow Software, a leading Big Data solution provider, today announced findings from a survey conducted in partnership with IDG Research Services. The results, which represent over 200 business and IT leaders at large organizations, reveal there’s a perception that Big Data projects require significant time and resources to deliver value and a new enterprise trend emerging: the consumerization of Big Data so workers can act on key insights more quickly.
More than 85 percent of business and IT leaders agree that Big Data offers substantial value in its ability to make more informed business decisions and foster a data-driven organization. Top-ranking business outcomes include staying ahead of market trends, competitive advantage, improved customer satisfaction, increased employee productivity and improved information security or compliance.
Despite the perceived business benefits, more than half of respondents (52 percent) rate Big Data project success so far as lukewarm (somewhat successful), and only 23 percent of them perceive Big Data projects to be a success. The inability to automate structured and unstructured data quickly and effectively is among the biggest challenges with 60 percent of respondents noting that Big Data projects typically take at least 18 months to complete. More than half say these projects typically require consultants and other third-party experts to complete.
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Over the next two weeks, IDG Connect is serializing commentary from industry experts on marketing 2013 predictions. We feature expert opinion on the key trends in 2013, and regional outlooks on what 2013 holds for marketing around the world.
Marketers have been trying to understand consumer behavior and motivations since the dawn of advertising and propaganda. Technology – from the earliest form of radio broadcasts and then TV – has had a deep impact on how marketing campaigns are strategized and executed. Today’s marketers have resources at their fingertips to get deep consumer insights based on their online and mobile behavior – capabilities that Don Draper and his team would do anything to get their hands on.
Each year, technology gets more precise at targeting the most interested consumers with the highest purchase intents. What trends will we see in 2013?
Mobile ads will grow
I might as well start the predictions off with the most obvious one. Unless you’ve been living under a rock, you’ve heard that mobile advertising is growing at an exponential rate. That’s because it works, and it works because the technology to enable it keeps getting more precise. As companies are able to discern more granular information about mobile users’ behaviors (device, location, etc.) the success of mobile ads will grow.
Reliance on first-party cookies
In the desktop world, marketers had things figured out. By attaching their cookies to popular sites such as NYTimes.com, they could track a user’s behavior, learn more about them and target ads specific to their behaviors. But iOS doesn’t allow third-party cookies, and neither does Android (it’s possible to get around this on Android, but it’s not reliable). But now brands realize the value of mobile ads, and that means they’re ready to do something about it.
IDC Press Release
Strong performance in software, storage, enterprise network and mobile device markets offset weaker trends
FRAMINGHAM, MA – IDC announced the availability of new research, Worldwide Black Book Query Tool, Version 2, 2012 (Document # 236347), that shows Worldwide IT spending remains on course to grow 6% this year in constant currency, only slightly down on last year’s pace of 7% growth, in spite of continuing macroeconomic uncertainty. Strong performance in software, storage, enterprise network and mobile device markets has offset weaker trends in PCs, servers, peripherals and telecom provider equipment. However, the strength of the US dollar in the first half of 2012 means that IT spending in dollar terms is on course for growth of just 4% this year, a significant downturn for US-based tech vendors from the US dollar growth rate of 10.5% in 2011. Including telecom services, total ICT spending will increase by 5% this year in constant currency to $3.6 trillion (growth of 2.5% in US dollars).
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Email is still an invaluable asset to marketers; however, only 30% of B2B marketers are using email marketing as their primary lead generation tactic, according to a study by Pardot. Rather, in today’s marketing environment, email appears to be more effective for nurturing prospects than lead generation, the study reports. In addition, most (65%) B2B companies are devoting less than 25% of their marketing budgets to email marketing, 27% are allocating 26-50% of their budgets to email, and only 9% are allocating more than 50% of their budgets to email efforts:
As with almost all functions within a large and complex marketing organization, the Market Intelligence (MI) organization is under pressure to transform. In our recent discussions with top MI executives, three transformational trends stand out as “guidance” for this profession.
1. Transform the MI organizational model and team to be more proactive. MI staffs tend to be spread thin and rarely have the bandwidth to move out of “response” mode. IDC believes that the MI function needs to increase the self-service capability for the majority of its internal clients. Better information portals, and the tools and training to access these resources are key to this effort. In doing so, MI should then be able to place more active attention to the second guidance area which is:
Last year my company, HiveFire Inc., shared the results from our B2B Marketing Trends survey and found that 82 percent of marketers are incorporating content curation – the process of finding, organizing, and sharing online content – as part of their overall content marketing strategy. (Click through to this recent post titled “Content May Be King” for more content curation definitions and trends.) The fact that this represents a notable increase (up from 48 percent) from the Content Curation Adoption survey that we issued earlier that year sent a strong message that curation is gaining favor amongst marketers.