Those were the main findings in a recent Forbes Insights paper, The Big Potential of Big Data: A Field Guide for CMOs. Based on a survey of 211 senior marketers, the project considered perceptions about the success of marketing initiatives, and the use and benefits of big data. It also considered the challenges in using big data and the growing import of artificial intelligence to keep pace with consumer trends. The surveyed executives represented companies with revenues of at least $500 million and marketing budgets of at least $10 million. Because of their size and resources, these organizations are marketing trendsetters."