Merely capturing big data fails to bring your business any real benefit. The challenge faced by retail marketers is to manage that data effectively - i.e. to process and organise it in such a way that valuable insights can be gleaned from it. Experian’s most recent Global Management Benchmark Report suggested that when it comes to big data, the biggest problem faced by businesses “comes from within”; in other words, putting the resources in place to put that data to the best possible use. In an earlier report, just 16% of respondents agreed that employees were able to utilise data in a user-friendly way.