2013: Enterprises to increase the large data integration marketing services

A new survey by two research companies, Infogroup and Yesmail, suggests that global marketing will increase investment in big data and related talent.

A survey of more than 700 marketers who participated in the 2012 Direct Sales Association meeting and participated in the October 2012 Forrester Research Company's E-commerce forum showed that 68% of marketers expect data-related inputs to increase "partly or substantially", with only 3% People think this number will be reduced.

A good news for job seekers, according to the study, assumes the results are realistic, with more than half of respondents saying they plan to hire new data collectors and analysts, and 5% said they are preparing to hire executives for data project management

Of course, we always have some doubts about the results, especially if the survey is focused on the biased population. But surveys of infogroup companies from other sources also forecast a strong growth in big data this year.

Gartner's data predicts that by 2015 global demand for large data businesses will create 4.4 million IT jobs, 1.9 million of which are in the United States.

The work and spending on large data projects may have a big impact on the corporate budget for 2013. Infogroup/yesmail's survey showed marketers began to focus more on analyzing real-time data and integrating multi-channel marketing. Gartner predicts that big data will drive 3.4 billion of dollars in IT spending around the world in 2013.

Infogroup's research suggests that data-collection marketers now pay more attention to data analysis. About 45% per cent of respondents said that reasonable analysis and application of customer information is their biggest data challenge in 2013. Only 11% of people think that collecting data is their toughest task.

"2013 brands should adopt a rigorous approach to building their data business," Yesmail president Michael Fisher said in a statement from his company. Data collection has always been simpler, and the new challenge is to establish a link between multiple types and cross channel data. ”

The survey also highlights the increasing importance of real-time data collection and analysis. More than 50% of respondents said they had used real-time data and planned to use it more in 2013. And 30% of respondents plan to use real-time information for the first time this year, or are considering using them.

The real-time data stream of social media is rapidly becoming a trusted source of data. Nearly 80% per cent of respondents said they planned to use social media and customer information, such as electronic business sites and e-mails, in their marketing campaigns.

The findings are potentially good news for companies focused on social media data mining and analytics. For example, a 5-year-old analytics firm based in San Francisco, Topsy Labs, can sift through millions of Twitter messages a day to quickly grasp the direction of public opinion.

"We see from a marketing and publishing standpoint that companies are starting to make decisions based on real-time content on social networks," says Eddie Smith, Topsy's chief battalion.

Other companies focused on large data, including Gnip and DataSift, also provide their corporate customers with insights and information about marketing and other business related to Twitter and other social media data analysis.

(Responsible editor: The good of the Legacy)