Senior marketers say Big Data is the emerging technology that will have the biggest impact on the customer experience, according to recent research from the CMO Council and SAP Hybris.

The report was based on a survey conducted in the 1H16 of 170 senior marketing leaders (chief marketing officer, head of marketing, SVP of marketing, etc.) from around the world; 42% of respondents work for B2B organizations, 21% for B2C organizations, and 37% for hybrid organizations.

Some 61% of senior marketers surveyed say Big Data engagements and intelligence (smart recommendations, next best actions, etc.) will have one of the the biggest impacts of any emerging technology on the customer experience and their organization overall.

A total of 37% say the Internet of Things will have one of the biggest impacts.

Nearly one-third (32%) of senior marketers say their organization's greatest obstacle to onboarding/integrating emerging technologies is not having the right team and talent to manage/optimize new tools.

About the research: The report was based on a survey conducted in the 1H16 of 170 senior marketing leaders (chief marketing officer, head of marketing, SVP of marketing, etc.) from around the world.