"Retail companies have traditionally been one of the most sophisticated marketers," Patrick adds. "However, the plethora of data generated daily across channels has significantly changed the game. Data is no longer difficult to obtain, but rather harder to wrangle and interpret. Marketers across sectors are faced with mountains of data, and within many organizations and categories, best practices are still emerging. The failure to capitalize on Big Data and the insights contained are due primarily to organizational structure and antiquated methods of interpreting data."