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Thursday, 04 April 2013 10:42

Marketers and IT pros need to bridge the gap, report finds

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IT professionals and marketers need to collaborate more in order to realise the full potential of Big Data, a new study has found.

The research, conducted by IDG Connect, found that 58 per cent of marketers and 51 per cent of IT professionals believe that the handling of strategic data should be a collaborative process between the two departments.

However, of the 469 respondents only 19 per cent of marketers and 13 per cent of IT professionals thought that there was full collaboration at present.

Email marketing as well as other forms of direct and non-direct marketing are increasingly looking to Big Data as a way of driving ultra-targeted campaigns.

The report said that IT professionals were perceived as being too 'research focused' and unable to relate to 'human behaviour and insight' that derived from the figures. Conversely, the marketers were often felt to rely too heavily on 'intuition' rather than base decisions on the maths. For Big Data to be successfully implemented to the benefit of the company, the two departments would need to find ways to bridge the gap, the report claimed.

IDG Connect's report also highlighted the need for clear communication from the upper echelons of management. All too often, the document says, management do not clearly communicate their vision for data driven strategy, which results in projects fizzling out. In fact, 55 per cent of all Big Data projects are shut down or fall short of their objectives, says the report.