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In the next three years, marketing departments will dedicate 22% of their budgets to analytics, yet companies still use less than one-third of their data to drive business decisions. Despite high hopes, analytics have yet to deliver on their promise.

Many marketers cite a lack of expertise as a primary reason why analytics aren’t informing business decisions. While that may be part of the issue, a deeper problem lies in how the analytics industry has divided itself along marketing and product lines, and the way companies have organized around their data in response.

In an effort to differentiate themselves in a crowded market, analytics providers are inadvertently encouraging siloed decision-making. Businesses, in turn, don’t think of data as an opportunity for collaboration — a misstep that’s stunting big data’s massive potential.

Continue reading at AdAge.com