It’s essential, and so on. But a Forrester report due later this week indicates that for the average business owner, big data is, well, confusing and difficult to use.
According to the Wall Street Journal, the research company surveyed 259 marketing executives at small and medium-sized retailers, financial services, and consumer-products companies. And for all the headlines and fuss over big data, only 9 percent actually plan to use big data technology in the next year. About one-third said they found the term big data “very confusing.”
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