Research Study: C-Suite Big on Big Data

By | October 7, 2013

If you haven’t seen the IBM study “The Customer-Activated Enterprise,” it’s worth a look. (View the infographic here.) There are lots of great data points that continue to confirm the trends we are already seeing.

For example, in the next 3-5 years, C-level executives see the following emphases:

  • 33% see growth in emphasis on customers as segments, while 54% see growth in emphasis on customers as individuals
  • The area in which CxOs expect to see customers influence strategy the most is business strategy development
  • More outperforming organizations collaborate with their customers (60% vs. 39% of underperformers)
  • Integration of cross-channel touchpoints is a primary goal of 16% of CxOs, growing to 87% in 3-5 years
  • Analytics to capture customer insights is a primary goal of 13% of CxOs, growing to 83% in 3-5 years

How do they plan to do this? Overwhelmingly, it’s through the implementation of more and better technology.

But as with data, technology is just technology. It takes a human being to select it, implement it, and when it comes to data, make decisions about what that data means and what to do with it once you’ve got it.

Ironically, that’s been the challenge all along — the human being part of all of this. We are always our own greatest limitations.

What this study tells me is that even the biggest companies are still made up of people, and those people need help. That’s why if you’re offering big data services and feel competent in the area of big data, this study may give you some great insights into the talking points for pitching those services. It is filled with great data to help you craft those marketing messages right to the pain points and technology, marketing, and data goals of your prime customers.

Check it out.

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