Chart - Top Benefits Of Big Data Use

Advertising agencies and marketers were largely aligned in determining the major benefits of Big Data initiatives. For agencies, 64% said Big Data allowed them to develop insight into customer experiences to help drive useful strategy, and 63% of marketers said the same. Agencies and marketers were also on the same page about the benefit of using Big Data to parse customer feedback and identify products that they wanted—52% of agencies and 50% of marketers saw this as a benefit. Read the rest at eMarketer.