Today, many companies don't have the analytics horsepower needed to produce advanced solutions for superior results. And that deficiency is only going to become more pronounced over the next few years as an unanswered demand for 180,000 analytics jobs will severely restrict companies trying to build analytics capabilities in-house. Moreover, businesses of all sizes don't have the capability or the time to create this resource, and often, those researching that investment change their minds after learning of the serious impact this will have on their budgets and speed to market.

There's a perception among many marketers in mid-size companies today that powerful analytic tools are out of reach and more suited to larger organizations, based on the belief that there is too much expense, training, and talent hiring to scale this capability. Not anymore.