Marketing leads the way in big data analysis and integration

Big data is on the rise worldwide and it is a topic that companies can no longer ignore if they want to remain competitive in a business world that is changing faster than ever. The benefits of using data more effectively are becoming more well known to organisations as more companies are reaping the rewards of data analyses and seeing on average an 8% increase in sales and 10% cost reductions, and marketing departments are leading the charge. This is according to the results of a new study by BARC, the enterprise software industry analyst.

Thursday, 20th August 2015 Posted 9 years ago in by Phil Alsop

Big data will soon reach every corner of the business but currently, marketing and sales departments lead the way in big data analysis. Of the survey respondents who are using – or planning to use – big data:
Ø 25% have already integrated big data analyses in their marketing
Ø 23% have already integrated big data analyses in in sales.

Customer analysis is the biggest driver behind these projects. Customer behaviour, motives and desires no longer need to be a mystery to marketers who can now create a complete picture of the customer through analysis interaction data points. By doing so, they can address customers in a much more personalised way and reduce churning out content to them that is not relevant for them, as well as win new customers.

Whether or not big data initiatives thrive in companies significantly depends on the management team, the survey also found. When senior leaders drive big data initiatives, companies are more likely to have them as an integrated part of their business process (61%).

On the whole, business departments are still very passive and much less likely to be the drivers behind this topic.

"We are in an era of digitization and Big Data will soon be everywhere. Only those companies who understand the disruptive power of data and digitization will survive and thrive in the long term. The greater understanding marketing departments now have of their customers is a huge beneift to the organisation and is just the beginning of what big data can do. Other business departments are seeing the rewards and following suit, so soon big data will be in every corner of the business. But, as the survey results show, only when the whole management team are on board and clear and focused in the goals that they want to achieve for the business, will they gain the advantages on offer,” comments Rakesh Harji, UK MD, Blue Yonder.