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IoT Headaches Include Contextualizing, Integrating Numbers

More than half of tech professionals say the IoT concept is confusing, but even more are optimistic

October 27, 2016 | Marketing | Media

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.

Challenges of Internet of Things Data & Analytics According to Technology Professionals in North America, Sep 2016 (% of respondents)

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.

Attitudes Toward the Internet of Things (IoT) Among Business Executives Worldwide*, April 2016 (% of respondents)

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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