CMO: What do marketers want from big data?

Marketers are happy to predict the life value of consumers

Big data is getting more and more http://www.aliyun.com/zixun/aggregation/38848.html "> marketers ' attention, but it's not easy to make it work." So, many marketers view data as both a drag and an opportunity. As a result, they are also well aware that there is a long way to go to better use of large data.

A survey by CMO Council and SAS in the first quarter of 2013 found that 6 of the world's 10 marketers have a positive attitude toward big data. One-fifth of respondents believe that big data is both an opportunity and a challenge. And believe that they can make good use of resources. The other 15% think that big data is full of opportunities and can be used in the processes and tools they use.

For marketers, one of the most challenging areas of data is the assessment of the true value of information. The survey found that 71% of respondents were happy to predict and analyze consumer data based on the value of their lives. To figure out their best customer base in the future and how to better serve these customers. More than half of the respondents were generally interested in collecting and perfecting their online customer data and in making the customer's information effective.

Other respondents believed that simple applications of various types of external data from silos would be very effective. 45% of marketers want to incorporate consumer-service feedback into consumer data collection targets. Good marketers still use social media data. 42% of the marketers included them in the consumer documentation. At the same time, the order records were also included in the consumer analysis data by 20% of the marketing staff.

When CMO council asked how marketers were using data to change the company's current operations, 52% of marketers said it had a profound impact on new business opportunities. Nearly half of the respondents believed that user data collection helped provide valuable business intelligence to the enterprise. These two types of feedback show that data plays a very important role in customer win and retention rates.

However, the survey also confirmed that the data have not really been used by enterprises to innovate business. Only 29% per cent of respondents said the data were changing their company's information management processes and programs. The same proportion of companies increased technology investments for data management. Conversely, 71% of companies do not have this kind of technology input. As a result, these results suggest that the data have not completely subverted the way most businesses operate. More and more people seem to want to figure out how the data will push the business forward and what they need to do to meet the challenges that come head-on.

Using large data in future marketing will be a trend. Whether it is in the operation or marketing, or both, it will become more and more important. In Lavastorm Analytics's survey of analysts from around the world, almost 10 out of 6 experts said their companies would increase their investment in data analysis.

Translator: Aimee

(Responsible editor: The good of the Legacy)