Current versus future impact of Big Data analytics in companies

While Big Data analytics tools are currently being used in SEO/SEM/email marketing; customer segmentation; and social media analysis, marketers surveyed in the United States predict that in the future, Big Data tools also will be used for product and service development (30 percent), customer service (18 percent), loyalty and retention programs (46 percent) and marketing strategy (54 percent).

As companies ramp up their Big Data strategies, U.S. marketers see a host of challenges ahead, led by lack of investment in technology, 44 percent; availability of credible tools to leverage Big Data tools for marketing, 31 percent; availability of data scientists and data analysts, 30 percent; availability of external data, 28 percent; availability of internal data, 25 percent; and organizational barriers to sharing data, 20 percent, according to the Spencer Stuart study.

The data set is a part of a collection of 500 revenue and usership trends in mobile, social, Internet, tablet, video and other digital categories, published in the 200-page Global Digital Media Trendbook 2013. GDMT, in its eight year, is to be published by World Newsmedia Network, a not-for-profit media research company, in September 2013. To subscribe to the PDF report and/or the tablet edition, go to, or contact

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