Most marketers say Big Data is the future of their field, but many say they're unsure of their firm's Big Data strategy or know that it doesn't have one in place, according to a study by Neolane and the Direct Marketing Association. The means they're unable to aggregate and effectively use the data generated by e-mail, search, mobile and social media campaigns. "There's a growing gap between marketers who do and don't understand the value of data. Many are unaware of the problems that can occur when using data incorrectly," said the DMA's Bob Traino.

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