Untapped growth potential
Many companies are engineering their products & services. However, their marketing efforts rely on gut feeling and fixed budgets that are rarely questioned. The ROI is unclear and causing endless discussions during the yearly budget round.
While some marketing actions might be very effective, these companies are driving blind on data insights.
A recent KPMG study (Clarity on Data & Analytics, 2015, N=830) shows that 73% of CEOs, over different countries & industries, believe that data analytics might help them to identify untapped growth potential. Just 14% have the necessary know-how or required capacities to tap the full potential of big data to promote their company’s success.