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Big Disconnect: Only 12% Implementing Big Data Strategy

by Vahe Habeshian  |  
April 8, 2013

Despite the hype, most organizations have yet to develop and implement a Big Data strategy, and few are taking advantage of product, customer, and other data sources, according to a survey of data management professionals by SAS and SourceMedia.

Just 12% of organizations surveyed are executing against a big data strategy in daily operations.

Moreover, only 5% are in the testing stage, and 11% are in the planning stage:

The most common reasons cited by respondents for not fully exploiting big data:

  • 21% don't know enough about it.
  • 15% don't understand the benefits.
  • 9% lack business support.
  • 9% lack data quality in existing systems.

Below, additional findings from the 2013 Big Data Survey report from SAS.

Lack of Data Quality and Data Governance

Asked about the likelihood that their organizations would use external big data in 2014, just 14% of respondents said "very likely" and 19% said "not likely at all." Specific concerns included data quality and accuracy, accessing the right data, reconciling disparate data, lack of organizational view into data, timeliness, compliance, and security.

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Vahe Habeshian is the director of publications at MarketingProfs and a long-time editor. Reach him via

Twitter: @habesh

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  • by Nasheen Liu @CsuiteDialogue Mon Apr 8, 2013 via web

    Great insights Vahe! The findings are consistent with what I have been hearing from the IT executives in Canada. In a recent CIO Roundtable about Big Data, we found only about 15% of the participating CIOs have implemented a Big Data strategy in their organisations. Though majority see Big Data as vital to fuel innovation, many struggle with getting C-suite buy-in. Shortage of having Big Data architects in the talent pool was also seen as a challenge. Some video footages of the discussion for your reference:

  • by Keith Kohl Mon Apr 8, 2013 via web

    Hi Vahe-

    Thanks for the article. I'm interested was this study a USA/NA focused study? We are seeing similar findings in our dealings with organizations, but larger or more leading edge companies are much further along with the Big Data strategy, particuarily in the US.

    --Keith Kohl

  • by Jason Garoutte Mon Apr 8, 2013 via web

    For marketers, "big data" might as well have been labeled "unpleasant chore". ;-) But CMOs who want to know their customers (and prospects) are going to be using a lot more data, one way or another. You can see how it will happen by looking at Google, Facebook, AdRoll, and Bizo: other companies will manage the big data on our behalf, and we will access the insights as a service.

  • by Vahe, MarketingProfs Mon Apr 8, 2013 via web

    Hi, Keith. Here's the breakdown of survey respondents by geography, per SAS:

    79% from the US

    5% from Canada

    1% from Latin America

    7% from Asia Pacific

    8% from Europe

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