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Marketers say making proper use of Big Data is the biggest digital opportunity of 2015, according to a recent report from Millward Brown.

The report was based on data from a survey of 400 marketers at brands, media companies, and agencies.

Finding ways to use Big Data well was cited as the most important digital opportunity by 19% of brand marketers, 10% of marketers at media companies, and 13% of agency marketers.

The other top opportunities cited by respondents were multi-screen marketing, breaking down social and mobile silos, optimizing the role of video, and location-based marketing.

Below, additional key findings from the report.

Confidence in Big Data Ability

Only 14% of marketers surveyed have confidence in how their organization handles Big Data, down from 39% last year.

Digital Best-Practices

Just 38% of brand marketers say their organization is up to date with digital best-practices; in contrast, 64% of marketers at media companies and 61% of agency marketers say their organization is up to date with best-practices.

ROI

More than 70% of marketers say they would increase their spend on mobile, digital/Web, and social channels if ROI tracking were improved.

About the research: The report was based on data from a survey of 400 marketers at brands, media companies, and agencies.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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

Twitter: @ayaznanji


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