Develop the tools to deal with big data

The rise of “big data” and the diversity of new communications channels raise tough challenges for today’s chief marketing officers (Data Strategy, 13 October).

With 82% of chief marketers planning to deploy new technologies to understand data from social media and less than 50% tracking blogs and reviews, according to IBM’s 2011 Global CMO Study, there appears to be a notion of “we know what we have to do, but don’t know the best approach”.

Coupled with the pressure for marketers to provide quantifiable statistics about campaign effectiveness, marketers need to act now to keep up and deploy measurement and reporting tools. The winners will be the organisations that have employed end-to-end strategies and monitoring tools, while the losers will be those organisations too daunted by data to act.

Jonathan Lakin

CEO, Global Dawn

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