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Big data is the solution to lead generation gap

Big data is the solution to lead generation gap

Marketers looking to develop hyper-targeted campaigns are increasingly depending on dba services for big data and predictive analytics that promote lead generation. Big data deployments have the potential to close the gap between what consumers have come to expect and what businesses can deliver.

A recent survey by CSO Insights and Lattice Engines highlighted the significant role that big data will play in generating revenue and merging sales and marketing efforts. The survey found that big data and predictive analytics can bridge the 70 percent lead generation gap between sales and marketing departments. In fact, 68 percent of businesses blame marketing for inadequate lead generation. As a result, CSO Insights determined that a new approach to big data is required to capitalize on high volumes of information for quality insight.

Leveraging big data will be especially important, as the report revealed that revenue targets were revealed to be up by 16 percent last year, the largest increase since 2008. However, sales representatives are struggling with forecasting, and as a result, less than two-thirds made their quota in 2012, while less than 57 percent of businesses met revenue targets. The research firm attributed these shortcomings to the fact that more than 40 percent of sales representatives feel they don't have access to the right information before making a call and don't know which accounts to prioritize. Shashi Upadhyay, CEO of Lattice, commented on these findings.

"Sales organizations have made it clear that they are not getting what they need to be successful in today's environment," he explained. "Businesses embracing big data are achieving higher levels of success by empowering marketing to deliver a previously unattainable level of insight to sales, focusing them on the opportunities with the greatest revenue potential."

Real-time analytics increase relevancy
Database experts and predictive analytics tools can pull from a variety of sources, such as social media, CRM, customer purchase histories and marketing automation to assist in evaluating prospects. ClickZ reported that with new technologies, enterprises are finally capable of monitoring and analyzing behavior across all channels, in real-time for greater impact. The news source cited Epsilon as an example of one corporation that has capitalized on these advantages by utilizing a big data platform to execute seven times more targeted campaigns every week, driving 20 percent higher revenues.

Big data technologies can draw attention to signals of which businesses might previously have been unaware. By closing that gap, marketers can execute faster, more relevant campaigns using fewer resources, fueling a competitive edge.

RDX's business intelligence and big data experts assist customers in leveraging data contained in large data stores. For more information, please visit our Business Intelligence and Predictive Analytics pages or contact us.

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