© 2013 Crain Communications Inc.

24%

44%

43%21%

31%

16%

36%

New product developmentMarketing (includes mobile, social)Supply chainManufacturingOperationsInnovation/new business modelsCustomer developmenet (i.e. category management)

What Marketers and Agencies Need to KnowSupply chain, marketing and customer development are top focus areas for manufacturers’ big data plans

Figures are percentage of total respondents. Source: Edgell Knowledge Network State of the Industry Research Series: Big Data in Consumer Goods, Fall 2012; note: respondents: 50 consumer goods manufacturers

© 2013 Crain Communications Inc.Source: CEB, Embedding Customer Knowledge Into The Business, Arlington Va, 2012, page number 17

Decision AnalysisCommon organizational behaviors often get in the way of using new data and research in an effective way.

© 2013 Crain Communications Inc.

Biggest Challenges to Use of ‘Big Data’ for Marketing250 corporate decision makers identified their most difficult big data tasks:

49%We aren’t using our data to effectively personalize

our marketing communications.

51%The lack of sharing data

across our organization is an obstacle to measuring the ROI of our marketing.

29%We have too little or

no customer/ consumer data.

39%Big data is collected too infrequently or

is not real-time enough.

42%We are not able to link our data together at the

level of individual customers.

Source: Marketing ROI in the Era of Big Data: The 2012 Brite/Nyama Marketing in Transition Study; Note: respondents: 253 corporate decision makers, director-level and above

© 2013 Crain Communications Inc.

Supply and Demand for Deep Analytical Talent by 2018Demand for deep analytical talent in the United States could be 50% to 60% greater than its projected supply by 2018.

*By thousands of candidates.

1-Other supply drivers include attrition (-), immigration (+), and reemploying previously unemployed deep analytical talent (+). Source: US Bureau of Labor Statistics; US Census; Dun & Bradstreet; company interviews; McKinsey Global Institute analysis