Marketers are struggling to make use of big data, despite sentiments that it is “changing everything,” according to a new report from eMarketer, which has culled together data from multiple surveys.

It first looks at data from last summer from KPMG, which found that 47% of CFO and CIO respondents said they were increasing the capacity (either hardware or personnel) to analyze big data. 39% said they were attaining management buy-in for big data collection and analysis. 27% said they were honing parameters for data collection, and 25% said they were putting insights garnered from big data to practice in a timely way (that’s not very many).

The biggest problem seems to be that while big data presents some amazing opportunities for businesses, data is not always easy to take advantage of as one might think. eMarketer looks at some data types that email marketers are struggling with, based on November data from Strongview:

According to recent research from IDC, the Big Data market will hit over $32 billion by 2017.

On Tuesday, Google launched real-time big data analytics to its BigQuery product, and reduced its pricing.

Image via eMarketer