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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.

Companies will increase their digital marketing budgets by an average of nine per cent this year, according to a new report.

The research from Gartner says that fuelled by increased investments in websites and digital advertising, 25 per cent of marketing budgets are now allocated to digital. Gartner.com predicts that this figure will only rise as businesses continue to find more cost-effective techniques to operate in the digital domain.

Tuesday, 19 February 2013 14:58

DMA launches EU toolkit

The Direct Marketing Association (DMA) has launched a data protection toolkit, in an effort to help organisations speak out against new European Union (EU) reforms.

The DMA believes that the new legislation may harm business models, especially those that rely on the collection and aggregation of personal data such as email marketing firms.

The group has been lobbying EU lawmakers with the backing of US counterparts who are also concerned as to the effect that the new regulations may have on the industry, reported ashdowngroup.com.

Big data companies should prepare for a 'rebalancing' of their relationship with web users, says research company.

Companies who rely on the collection of data such as email marketing firms and online advertisers are on course to clash with privacy concerns according to technology analyst, Ovum.

Pcpro.co.uk reported that online users are becoming more aware of the digital trail and are beginning to use privacy tools as a matter of course.