×
mobile logo
Stay In Touch

The Value of Data 2015: Consequences for Insight, Innovation & Efficiency in the U.S. Economy

 

VOD Infograph Final

Data-Driven Marketing Economy Surged in Last Two years, DMA Reports

Contributed 966,000 Jobs and $202 Billion to U.S. Economy, with 35% Revenue Growth in Two Years

Newly-released findings show that the Data-Driven Marketing Economy (DDME) contributed nearly 1 million jobs to the United States in 2014, and added $202 billion in revenue to the U.S. economy. The new research, commissioned by the Direct Marketing Association (DMA) and titled “The Value of Data 2015: Consequences for Insight, Innovation & Efficiency in the U.S. Economy,” builds on the seminal Value of Data report released in 2013 and quantifies the growth in the data-driven marketing economy (DDME). The DDME saw a 49 percent increase in jobs and 35 percent growth in revenue between 2012 and 2014.

The report was undertaken by Professor John Deighton of the Harvard Business School and Peter Johnson of mLightenment Economic Impact Research and a recent Columbia University professor.

Download now

VOD2015 Cover


“The impressive growth and value that the DDME brings to the U.S. economy – 966,000 jobs and $202 billion in revenue – confirms that our industry is a catalyst for the economy and employment,” said DMA CEO Tom Benton. “DMA’s leadership in providing our industry and policymakers with this caliber of research reaffirms DMA’s role at the helm of setting data policy, sustaining and strengthening self-regulation, and protecting the responsible acquisition, exchange and application of data to benefit consumers and to grow the economy,.”

VOD Infograph Final
 

The Event

Check out these highlights from the Value of Data Launch Event – or click here to view the video of the entire event.

Direct Marketing Association (DMA) The Value of Data: Consequences for Insight, Innovation & Efficiency in the US Economy, February 3, 2016 Washington, D.C (Rodney Choice/Choice Photography/www.choicephotography.com)

DMA SVP & DDMI Co-Executive Lindsay Hutter Kicks-off the “The Value of Data 2015” Event at the National Press Club, Washington, DC

U.S. Rep. John Shimkus (R-ILL-15) with DMA CEO Tom Benton before Rep. Shimkus’s keynote

 

A short clip from the panel discussion at the event

 

 
DSOD 400x225 v2

Get an insider’s view into the legislative and regulatory landscape for data privacy, data policy, the new digital economy

Direct Marketing Association (DMA) The Value of Data: Consequences for Insight, Innovation & Efficiency in the US Economy, February 3, 2016 Washington, D.C (Rodney Choice/Choice Photography/www.choicephotography.com)

Professor John Deighton (Harvard Business School) presenting at “The Value of Data 2015” Launch Event

A short clip from the research presentation at the event

 
Direct Marketing Association (DMA) The Value of Data: Consequences for Insight, Innovation & Efficiency in the US Economy, February 3, 2016 Washington, D.C (Rodney Choice/Choice Photography/www.choicephotography.com)

Dennis Dayman, Chief Privacy and Security Officer at Return Path and “The Value of Data 2015” panelist, commenting on the DDME’s role in driving the US economy and jobs

Direct Marketing Association (DMA) The Value of Data: Consequences for Insight, Innovation & Efficiency in the US Economy, February 3, 2016 Washington, D.C (Rodney Choice/Choice Photography/www.choicephotography.com)

DMA VP of Advocacy Christopher Oswald commenting on data policies issues looming in 2016

 
Direct Marketing Association (DMA) The Value of Data: Consequences for Insight, Innovation & Efficiency in the US Economy, February 3, 2016 Washington, D.C (Rodney Choice/Choice Photography/www.choicephotography.com)

U.S. Department of Commerce Chief Economist Ellen Hughes-Cromwick with DMA CEO Tom Benton and VP of Advocacy Christopher Oswald at “The Value of Data 2015” Launch Event

The full research presentation from the event, featuring Dr. Peter Johnson, mEnlightenment, and Professor John Deighton

Direct Marketing Association (DMA) The Value of Data: Consequences for Insight, Innovation & Efficiency in the US Economy, February 3, 2016 Washington, D.C (Rodney Choice/Choice Photography/www.choicephotography.com)

Stu Ingis (Venable LLP) moderates a panel of industry and policy experts on DDME market trends

 

Rep. Shimkus’s full keynote presentation

Direct Marketing Association (DMA) The Value of Data: Consequences for Insight, Innovation & Efficiency in the US Economy, February 3, 2016 Washington, D.C (Rodney Choice/Choice Photography/www.choicephotography.com)

Caribou Honig, Founding Partner at QED Investors and “The Value of Data 2015” panelist commenting on startups’ contributions to the DDME

The full panel presentation from the event