C-level execs report that analytics investments lead to competitive advantage
A new McKinsey study explores C-level executives’ attitudes towards three key trends in digital business – big data and analytics, digital marketing and social media, and new delivery platforms such as cloud computing and mobility.
Not surprisingly, most executives include all three in their respective companies’ Top 10 priorities. Big data/analytics and digital marketing/social media are virtually neck and neck, selected as the #1 priority for nine and eight percent of respondents respectively.
However, when asked about the perceived impact on investments in each of these areas, big data/analytics was the big winner, with 44 percent of C-level executives reporting that investments in this area help create value that leads to competitive advantage.