Eacerbating the issue€ certain technology o­ responses is that the sta­­ o­ many M&E companies are driving technologyenabled companies simply don’t Œno‚ ho‚ to distill trans­ormationŠ everal technology insight ­rom the data they’re gettingŠ ›†ž companies€ ­or eample€ are developing original content o­ their o‚n or ­ostering imilarly€ some ‰™” o­ all respondents o­ all respondents content development ­rom third parties€ say they lacŒ the sŒills to build or maintain putting them into competition ­or creative€ cloudbased computing systemsŠ As rely on inhouse sŒills as ‚ell as technical€ talentŠ Figure ˆ¨ ˜see page ‡‰š sho‚s€ this percentage is even higher ­or advertising€ to analyœe dataŠ ƒverall€ M&E eecutives must identi­y sŒill music€ film and gaming companies€ ‚hose deficits and determine ho‚ best to move digital trans­ormations o­ten reuire cloud resources into the right areas in a ‚ay that technology to improve agility and respond is timely and e­ficientŠ Among the gaps more rapidly to changes in customer yet€ †§ž indicated by all survey respondents is one behaviorŠ in big data analyticsŠ For eample€ ™¥” say they rely on inhouse sŒills to analyœe Clearly understanding the opportunities o­ all respondents data but a surprisingly high ¥ˆ” also say specific technologies o­­er and ho‚ they have yet to gain they have not yet obtained insight ­rom can be used most e­­ectively is imperative the analysis o­ customer dataŠ For music as M&E companies generate a road map ­or customer insight companies€ the figure rises to „‰” ˜see determining ‚hich sŒills need to be brought ­rom their data Figure ˆžšŠ Among the many possible into the organiœation and in ‚hat priorityŠ conclusions to dra‚ ­rom this «utaposition analysisŠ Figure 18: ©ercent of each industry segment stating they are not yet obtaining insight from the analysis of customer dataˆ¦ ¤ƒll respondents¥ Music 53% Social networking/ 43% social media Interactive gaming 42% Advertising and 41% measurement Filmed entertainment 41% Broadcast and 38% cable networks Enabling technology 35% Publishing and 35% information services ¡£ercentages sho‚n are o­ all respondents in each industry segment ‚ho chose “agree” or “strongly agree” ‚hen asŒed to rate their agreement ‚ith this statement on a ˆ–„ scaleŠ †