In June and July 2015, The Economist Intelligence Unit (EIU) carried out a survey of more than 300 executives who are familiar with their company’s data analytics practices. The goal was to assess trends in the use of market-facing advanced analytics.
The survey found that companies are moving beyond first-generation big data applications based on internal assets and are reporting considerable success with innovative market-facing initiatives that use a wide range of transactional and external data. The survey also found that the biggest technical challenge was the need to identify and integrate multiple data types from both internal and external sources.
To add insights to the survey findings, the EIU conducted interviews with several advanced analytics practitioners. This executive summary describes the top findings of this research.
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