But data is only as valuable as your ability to put it to work. A survey conducted in November by Pitney Bowes of its clients and prospects delved into what kinds of data marketers viewed as presenting the largest source of opportunity for their companies. The study found that marketers most commonly saw “immediate opportunity” (defined as useful within the next 12 months) for customer profile data, web data and location data—one-fifth or more see short-term opportunities for each. Despite being a hot topic, marketers are still struggling to make use of mobile data; just 10% saw an immediate opportunity to use it and just 16% saw a long-term opportunity. Read the rest at eMarketer.