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[Report] The Data-Centric Organization 2018


In December 2017, the Winterberry Group, in partnership with DMA and IAB’s Data Center of Excellence, published “The State of Data 2017,” a report that revealed in 2017, U.S. based marketers, publishers, and other data users invested a collective $20.19 billion on third-party audience data and related services and solutions.

Now, the three organizations have released a new research report: “The Data-Centric Organization 2018,” a refresh of a 2016 survey of U.S. marketers, publishers, and data users.

Compiled by the Winterberry Group, the survey aims to show how these organizations are planning to use their investments to extract the value inherent in data as a “potential driver of decisioning, messaging, and superior customer experiences across all advertising and marketing functions.”


Key takeaways from the report include:


    • 90.1% of survey respondents either have or are planning to develop an enterprise strategy to support the use of audience data.


    • Given the growing volumes of data and the complexity associated with deploying data across all addressable advertising and marketing efforts, data users appear to be growing less confident that their current efforts constitute real maturity. Fewer respondents in 2017 than in 2016 (40.3% vs. 54.3%) described their organizations as at least “fairly data-centric.


    • “Closer collaboration with marketing services and technology providers” is among the top five choices marketers desire when considering what training, staff development, and functional competencies are necessary to support its future data-driven marketing, advertising and/or media efforts.


    • Of the respondents, only 1.3% said they were “extremely confident” their organizations have the right expertise, skills, and experience necessary to obtain the most value from their data. It’s clear that for most respondents, the most significant obstacle associated with achieving data centricity is an industry-wide talent gap, especially the analytics skills associated with data modeling, segmentation, and attribution.


The report aims to enhance understanding of how data and data-driven solutions are transforming the way advertising and marketing is practiced as well as update organizations’ perspectives on the roles that people, technology platforms, and organizational processes play in “data-centric” business transformation.

Read the report below:

Shailendra is a Principal Research Manager at Criteo and manages major research projects producing thought-leadership content in collaboration with leading research partners.

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