Two-Thirds of Aprimo Customers Surveyed See Need for Data Scientists

Real-time audience polling finds Big Data, ROI, transparency are pressing issues for marketers

May 09, 2012, 09:00 ET from Aprimo

INDIANAPOLIS, May 9, 2012 /PRNewswire/ -- Aprimo®, a global leader in cloud-based integrated marketing software, used audience polling and social media to create a one-of-a-kind interactive environment for attendees at its 2012 Marketing Summit in Las Vegas. Polling revealed that big data management, return on investment (ROI) and internal visibility are critical points of emphasis for today's marketers.

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Many of the polls conducted at the three-day Summit confirmed prominent theories, while others unearthed surprising findings. Sixty-six percent of attendees, for example, reported that they see a need for data scientists to help manage big data, while more than half are not currently leveraging big data, signaling opportunities on the horizon for Aprimo and its parent company, Teradata, a leader in big data analytics.

Keynote speaker Porter Gale, the former vice president of marketing for Virgin America, asked attendees about their biggest social media concerns. More than one-third of the audience indicated that ROI is their most pressing issue around social media. Scott Bedbury, a global branding expert, also used real-time polling in his keynote presentation: One of his polls found that 65 percent of attendees thought their company was either "a little" transparent or "not at all."

"As marketers who serve other marketers, we have strong awareness of industry trends and developments, but this opportunity to confirm our ideas about the marketplace is unique," said Lisa Arthur, Aprimo's CMO. "It's so valuable for us to know, for instance, that the top strategic goal for our Marketing Summit attendees was improving operations."

Some 500 Summit audience members used polling devices at every seat to vote on a wide range of questions, and findings were displayed in real time during presentations.

About Aprimo
Aprimo is a leading provider of software and services that advance the productivity and performance of marketing organizations. We enable marketers to engage, lead and perform by empowering conversations on new engagement channels, enhancing internal collaboration, and improving marketing performance and accountability. Aprimo's modular and on demand Integrated Marketing Management (IMM) solutions provide a global, integrated marketing platform that can be broadly adopted across an organization, letting companies balance creativity with a data-driven approach and simplify the complexity of a rapidly changing marketing environment. Hundreds of thousands of customers trust Aprimo to revolutionize their marketing, including over one third of Fortune 100 companies and nearly one quarter of Global 100 companies. A Teradata company, Aprimo is headquartered in Indianapolis, IN, with offices worldwide. For more information, call 1.317.814.6465 or visit

Teradata Corporation (NYSE: TDC), Aprimo's parent company, is the world's leading analytic data solutions company, focused on integrated data warehousing, big data analytics, and business applications. Teradata's innovative products and services deliver data integration and business insight to empower organizations to make the best decisions possible and achieve competitive advantage. Teradata acquired Aprimo in January 2011. For more information, visit