Some industries more likely to benefit from “Big Data” than others
To assemble an accurate portrait of consumer behavior is highly complex, and possibly the biggest challenge in marketing today. Companies must overcome hurdles not only limited to the technological difficulty of collecting disparate data sets from traditional and digital platforms.
In a digital age in which most customer interactions are in some way measurable, two-thirds of companies surveyed worldwide by Capgemini in February described themselves as “data driven,” suggesting that most business executives recognize the value of data in improving operational success. But with the exception of budgeting and planning, most executives surveyed by McKinsey & Company in April indicated a sizeable gap in their use of “Big Data.”