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For the most part, marketers are hopeful about the internet of things (IoT). Yet when it comes to leveraging the data, obstacles linger. According to September research, more than a third of technology professionals in North America are struggling with giving the numbers context and mixing in more than one data source.
James Brehm & Associates polled 350 technology professionals in North America on how their businesses are understanding and leveraging IoT data and analytics.
According to the research, a third or more of respondents said barriers to IoT data and analytics include giving context to the data (37%), synthesizing numbers from more than one source (36%) and not having enough staff with proper analytic skills (33%).
Meanwhile, the actual data doesn’t seem to be much of a concern; only 8% said they feel the numbers are questionable.
Globally, it appears that while there’s much interest in IoT, many are struggling to grasp the concept.
In a similar April 2016 study from the Internet of Things Institute, 59% of business executives said there’s a lot of confusion with IoT. On a more promising note, the research also revealed that many more of the respondents, roughly 70%, are interested in learning more about the value it can provide for their organizations. Additionally, 2nd Watch, a managed cloud services provider, reported last year that 43% of US business executives said the IoT was “quite successful” for their digital marketing campaigns.
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