Forbes surveyed over 200 senior marketers to gauge their opinions of their organizations’ Big Data efforts. In short, Forbes found that success is closely tied to a company’s ability to utilize its consumer data. Additionally, it found that the exact areas where Big Data can drive sales is becoming clearer. The survey also discusses best practices around developing metrics and the growing use of artificial intelligence, also called machine learning, to track and adapt to consumer trends. The links to the article where Forbes summarizes the paper and the paper itself are below.