While the decision to use big data was clearly a popular one, just how to harness it was an altogether different proposition. Circle Research also asked marketers what barriers were preventing them from benefitting from big data. That there were so many different responses was telling in itself, but the fact that the No. 2 response—cited by 50% of the survey group—was that data was incorrect or misleading should be of particular concern. Read the rest at eMarketer.