The survey of 370 marketers who attended the DMA Annual Conference and Exhibition found 14% are uncertain about the role of Big Data, 3% are tepid regarding it, and just 1% are disillusioned.
However, whether an organization has already invested in Big Data has a significant impact on an individual marketer's outlook: Among those whose companies haven't yet taken the plunge, 22% are uncertain about Big Data’s role in the marketing industry and only 39% are enthusiastic.
Conversely, those who have already started investing in Big Data have few reservations: 60% are enthusiastic, 30% are cautiously optimistic, and only 8% are uncertain.
Below, additional key findings from the report.
Big Data Budgets
- 62% of marketers surveyed say their Big Data budget will increase in 2014.
- 67% of marketers who have already made Big Data investments expect to see increased budgets this year, compared with 57% of marketers who haven’t yet made investments.
- 66% of those already seeing ROI expect their budgets to increase in 2014, compared with 60% for those not seeing ROI yet.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji