Bigger companies may have more capabilities than their small- and midsized counterparts, but those capabilities may just reveal how many challenges they truly face. According to research conducted by Forrester Consulting for PubMatic, media analytics professionals report far more challenges at larger companies.
The May 2015 survey split UK and US media analystics professionals up depending on whether they worked for at companies with more than 500 or fewer than 500 employees. Respondents from large firms were more likely to report a variety of benefits from receiving data in real time, including increased revenues, better performance, better ability to make optimization decisions and better inventory management.
But that didn’t mean they were happy. For example, while 36% of respondents at small firms were “very satisfied” with their real-time reporting capabilities, just 24% of respondents at larger companies agreed. Read the rest at eMarketer.