Having a lot of data offers huge potential when it comes to targeting. However, it seems somewhat unlikely that marketers would be willing to base their targeting efforts on this data if half of them believe it’s wrong, or at best misleading.
An August 2013 study for SAP by Loudhouse Research indicated that it wasn’t just marketers that were having difficulties translating big data into “smart” data. The sheer scale of big data was cited as a challenge by 46% of business decision-makers in the UK, but a further 36% stated that there was a lack of useful data. Read the rest at eMarketer.