Data’s $20B Role in Marketing

Right on cue. My last blog post happened to discuss Europe’s forthcoming “Data Freeze.”

Enter a new U.S. study that articulates just how large the use of data for smarter marketing really is stateside — to the tune of $20 billion plus.

The Data & Marketing Association and Interactive Advertising Bureau’s Data Center of Excellence commissioned the “State of Data 2017” study [available as a download], conducted by Winterberry Group. According to the foreword:

“…marketers and publishers looking to become ‘data centric’ have had little choice but to embark on that titanic change effort without the benefit of clear and complete intelligence; the inherent complexity of data and its myriad applications has previously made accurate reporting — on how users are investing in data, putting it to work and evolving their marketing approaches in turn — too challenging to accurately compile.