DMA – The Value of Data 2015

DMA’s The Value of Data 2015: Consequences for Insight, Innovation & Efficiency in the U.S. Economy is ground-breaking research to capture the role of data for marketing purposes in the broader U.S. economy.  Commissioned by DMA and conducted by professors from Harvard Business School and Columbia University, this report builds on the seminal Value of Data report released in 2013 and quantifies the growth in the Data-Driven Marketing Ecosystem (DDME) in the US, which saw a 49 percent increase in jobs and 35 percent growth in revenue between 2012 and 2014. (The DDME is defined as the ecosystem of supplier firms that help organizations and marketers use individual-level customer data (ILCD) to support marketers as they “go to market,” designing and implementing strategies to generate, fulfill and grow demand for their goods and services.)


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