Posted August 22, 2012 10:40 am by with 0 comments

Tweet about this on TwitterShare on LinkedInShare on Google+Share on FacebookBuffer this page

The talk for many marketers is about big data.

There is so much data to be had and it seems that the volume of this data is not going to slow down any time soon. In fact, it is likely that its collection will accelerate. What needs to catch up, though, is the ability of businesses to take action with this data. Otherwise, this is all just an exercise in ‘getting ready to get ready’.

Oracle is one of, if not the, biggest players in big data and they recently reached out to C level executives to find out what the trouble is with big data (repackaged via eMarketer). Looking at the leading response there is a lot of work to be done here.

Let’s face it, if you can’t turn anything into an actionable insight then you are doing it for naught.

One of the most interesting points is the recognition that training is needed in order to have a broader knowledge base of just what this data is and what it can mean to an organization. We often talk so much that we leave the practical pieces to themselves and, unfortunately, they are often overlooked. Training and investment in people will be the key to unlocking big data’s potential.

After all, while machines can gather and dissect information, it ultimately comes down to people making decisions as to what the data really means in the real world and how it can be best applied for maximum impact on a business. If these decisions, however, are being made from a position of relative ignorance then there is a serious problem.

How much do you invest in training people to learn about big data and other vital areas of business and marketing technology? If your answer is “Not enough” you might want to sharpen your pencil and get that one in the budget.

Agree? Disagree? Let’s hear you in the comments!