How Big Data and IoT Drive Digital Marketing Efforts

By Dennis McCafferty  |  Posted 09-11-2015 Email

The majority of organizations are either already acquiring big data or Internet of things (IoT) tools to support digital marketing initiatives, or they’re planning to in the near future, according to a recent survey from 2nd Watch. Tech and business execs with companies that have already done so said they’re meeting with notable success, to the point where they’re already making expansion plans for big data/IoT capabilities. Benefits include the gaining of a greater understanding of what customers want while powering new, customer-facing Web and mobile apps, along with the implementation of a more efficient supply chain. Still, these execs said they have to overcome barriers–including resistance from corporate leadership and a lack of available, required tech skills–to take advantage of big data/IoT’s marketing value. Fortunately, they can win needed support by making a case for cloud-based data warehouse investments, as these warehouses are establishing themselves as a cost-effective, flexible alternative to other options. More than 500 IT, marketing and sales professionals took part in the research.

Dennis McCafferty is a freelance writer for Baseline Magazine.


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