IBM's Not-So-Secret Weapon: Big Data Marketing
Enterprise marketing departments are taking advantage of big data like no other group in the corporate world. And when it comes to B2B, IBM may just have an advantage.Secreted on one of the floors at 590 Madison Ave. in New York City is a team any number of major business-to-business companies probably wish they had in place: IBM's strategic big data marketing team. No, it's not the team that markets big data, but the team that includes both marketing and IT people working together to apply big data to IBM's own marketing efforts. Marketing has become one of the first disciplines to make use of big data in a meaningful way, as companies look to big data and business analytics to help personalize their approach to the customer. In short, the customer is king, and companies are battling over who can provide the best customer experience. Customer care, marketing and sales departments are increasingly driving demand for big data, according to a recent Microsoft study. Microsoft surveyed more than 280 U.S.-based IT decision makers at midsized to large organizations on the topic of big data.
The survey showed that although the IT department (52 percent) is currently driving most of the demand for big data, customer care (41 percent), sales (26 percent), finance (23 percent) and marketing (23 percent) departments are increasingly driving demand. The percentages add up to more than 100 because individuals were able to enter multiple responses, and though the lion's share of big data goes to IT, the IT department also services sales, marketing, etc., on big data-related issues.