A recent global survey by the University of Oxford and IBM of 1,144 business and IT professionals from 95 countries and 26 industries shows 63 percent of respondents are gaining a competitive advantage by using big data and analytics for their organizations. This is a 70 percent increase from the 37 percent who cited a competitive advantage in a 2010 IBM study.Today's news brings together IBM's unique R&D innovations with acquired technologies from Vivisimo and Unica to provide clients with federated data and Web analytics capabilities combined in a big data analytics platform. The new offerings include: Big Data for Chief Marketing Officers The emergence of big data technologies is driving the transformation of marketing for every channel. Chief Marketing Officers (CMOs) are now responsible for analyzing consumer demands from social media, mobile devices, and traditional channels and align these demands with product development and sales. The new IBM Digital Analytics Accelerator helps CMOs tap into consumer sentiment to create targeted advertising and promotions, avoid customer churn, and perform advanced Web analytics that predict customer needs. Now, CMOs can bring advanced analytics to all their social media, web traffic, and customer communication behind their own firewall. The industry's first big data solution in the digital marketing arena is powered by Netezza and Unica technologies. With this integrated offering that includes the recently announced PureData System for Analytics, clients can run complex analytics on petabytes of data in minutes, and arm marketing professionals with instant insights. CMOs can use new insights to accelerate marketing campaigns and better meet consumer needs based on the broadest range of data. For Trident Marketing, a direct response marketing and sales firm for leading brands such as DIRECTV, ADT and Travel Resorts of America, performing analytics on big data has helped the company gain unprecedented visibility into consumers – from predicting the precise moment in which to engage with customers to anticipating the likelihood a customer will cancel service. Working with IBM and partner Fuzzy Logix, the company has realized massive growth including a tenfold increase in revenue in just four years, a ten percent increase in sales in the first 60 days, and decreased customer churn by 50 percent.