Even the business function seen by the fewest respondents as driving Big Data investment—logistics—was still cited by 40% of execs. These responses suggest that while there may be areas where Big Data adds the most value, it is seen as useful across business functions, as companies move to a more information-driven, analytical approach to their work.
The data domains that were of the most interest to execs again spanned the gamut, with customer transaction data as No. 1, cited by 82% of respondents. Other top data sets included financial data (75%), market data (68%) and social media and behavioral data, at 65% each. Read the rest at eMarketer.