Big Data: Marketers consider CRM, loyalty and social media

A topic on marketers’ minds this month is the risk of “data overload”, as IBM’s latest CMO study shows online data and ROI are key challenges for 1,700 marketers across the globe.

Although there is a barrage of data created through social media, IBM has estimated that 90% of real-time data being collected isn’t effectively used. This has led the company to posit that marketers are facing the possibility of a ‘Big Data’ crisis in the next few years.

For details of current thinking on data, CRM and the growing influence of social media in the field, Pearlfinders has spoken to relationship management professionals in the retail, leisure and telecoms industries.

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