Marketing is driving big data adoption: IDC

IT not the sole owners of big data anymore, according to IDC

IDC Australia telecommunicaitons group associate director Dustin Kehoe.
IDC Australia telecommunicaitons group associate director Dustin Kehoe.

IT decision makers are not the only drivers for big data adoption as the marketing department is also playing a large part in this, according to IDC's Australia telecommunications group associate director, Dustin Kehoe.

CMO.com.au feature: Tech in marketing: What marketing automation can do for smaller businesses

Speaking at a briefing in Sydney, Kehoe said that CIOs want to acquire new customers, generate higher profits and look to new technologies for innovation to gain competitive advantage. However, he said that this is primary being driven by marketing rather than IT.

“In my view, big data speaks to all of these priorities,” he said. "In terms of the big data agenda, IT does not own this anymore because anything to do with marketing automation is almost solely funded by the marketing department.”

“Fifty-six per cent of all business decisions in 2013 will now involve the line of business. In three years’ time that figure will be 80 per cent,” he said.

According to Kehoe, sales departments like to forecast out by 180 days and marketing is always trying to get new customer insights.

“A lot of what we see with big data is to do with micro-marketing. This is a new trend where companies don’t need post codes and titles to understand customers; they want to know what their preferences are and how they interact with social networks.”

Big data projects a focus for Australian mid-market: IDC

How big data is transforming IT from a cost centre to a profit centre

Where are big data and BI heading in 2013?

Kehoe said that the financial services sector has engaged in marketing using mobile banking apps.

For example, these consumer facing apps are used to deliver what Kehoe referred to as "hyper personalisation".

“Unlike the old school websites from 10 years ago, these ones with mobile apps have location, cookies, browsing history and usage patterns,” he said.

“What banks are finding is that transactions are dramatically increasing with mobile apps as a new channel. Banks can use these mobile apps to sell more value added services.”

Challenges

However, big data is not without its share of business challenges.

“There is lack of alignment, not knowing which technologies are appropriate, employing skill sets such as data scientists and the cost of the infrastructure,” Kehoe said.

“The business case for something as nebulous as big data analytics is really difficult to make.”

According to IDC's big data research conducted with 300 Australian CIOs and IT decision makers in 2013, 33 per cent of companies surveyed said there was a business case for big data analytics but no calculated return on investment (ROI).

Twenty-nine per cent indicated there was a business case and predicted ROI, while 32 per cent of respondents said there was no business case for big data analytics.

Follow Hamish Barwick on Twitter: @HamishBarwick

Follow CIO Australia on Twitter and Like us on Facebook… Twitter: @CIO_Australia, Facebook: CIO Australia, or take part in the CIO conversation on LinkedIn: CIO Australia

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

The blogs are really appreciable and one can trust the knowledge and information provided in the writing.The article you do produce on a ...

Prince Arora

5 brand strategy lessons from Gelato Messina

Read more

Thanks for sharing! Meet the Softcrylic team at Adobe Summit 2019. This team works with a broad range of clients helping solve complex bu...

Anderw Hagel

What Richard Branson has to say about experience delivery, leadership and disruption

Read more

Latest Podcast

More podcasts

Sign in