The Big Data Problem for B2B Companies
do with the influx of information?
B2B marketers appear optimistic about the influx of information from data sources. In a Vanson Bourne survey of 400 B2B decision-makers, over three-quarters of respondents said big data is becoming more relevant to their organization, and 84% said that they are seeing positive impact on operations. However, less than half say their companies were effective at using big data.
Where does the uncertainty come from?
A key challenge in using big data is the uncertainty about the data that is available – the scope of data available can be a burden; additionally, data quality is questionable, and many marketers claim they are unable to judge the accuracy effectively. More than half of UK and US executives say bad data contributed to lost sales opportunities, according to a study from Loudhouse Research. The study cites lack of budget and skills to fix the problem as contributing challenges
Executives are trying to keep up with customers’ that require tailored ecommerce system features.
The unease executives face is the influx of data that comes in from personalization (42%), post-sales (40%), and search functionality (29%), according to the Vanson Bourne study.