70% of marketers feel ill-equipped to handle “big data” challenges, says GfK report

Marketers feel underqualified to handle the challenges presented by the rise of “big data”, with 70 per cent admitting they don’t have the necessary skills, according to a GfK and Guardian Media Network report. The report, which polled the views of 1,011 UK consumers and 157 marketers on the use of data between July and September this year, revealed the majority (86 per cent) of marketers believe “big data” is changing marketing, with over half of respondents classing it as “very important”, and 62 per cent saying their job has already changed as a result of it.

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