IBM suggests developing data intake with analysis and structure in mind. According to Derek Franks, IBM Client Insight Consultant and co-author of the study, “That data has to be available. What we found is that in our opinion, this concept of big data makes applying some rigor to your analysis more important than ever. It’s easy to find significant statistical noise with all of this data."
Once the data is easier to parcel and understand, advertisers should approach their research like scientists. The study found that currently less than 20% of traditional marketers and analysts use statistical techniques or control groups to test theories on successful campaigns.
It should be noted that the results dovetail with IBM's platform interests. The company says its "marketing scientists” tend to be three times more likely to collaborate with others in their organization to apply their conclusions.
The survey was conducted among 358 randomly-selected marketing professionals from 17 industries in Australia, Canada, India, the United Kingdom and the United States. Fifty percent of those surveyed represented small companies with less than 1,000 employees with the other half coming from medium to large-sized firms.