Columbia Business School’s Center on Global Brand Leadership and the New York American Marketing Association (NYAMA) recently published their research on role of data and analytics in Marketing. Their report titled, "Marketing ROI in the Era of Big Data",provides key insights into how enterprises are applying Big Data analytics in their marketing decisions.

To me the most important finding of this study is the gap between desire and reality.

While 91% want to be data driven in their decisions, it has not yet reflected in practice

Enterprises have been collecting data for long time. What has changed now is the volume, different types of  data (variety) and how fast it is changing (velocity).  In my own conversations I find many enterprises believe more data is not the solution but making sense of data they already have is. They believe there is significant actionable insights to be gained  from their existing data.

One surefire way to unlock the potential and bridge the desire-reality gap is to run analytics on their existing infrastructure before rushing out to invest in new infrastructure to store even more data.

Symantec Enterprise Solution for Hadoop makes that possible through an innovative solution that allows customers run Big Data analytics without new infrastructure investment and without moving data around.

How do we do this? See here for more information and sign-up for early access.