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.
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.
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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