DDMI is preparing to release its first major academic study, entitled “The Value of Data: Consequences for Insight, Innovation and Efficiency in the U.S. Economy.” This economic impact study was undertaken by Professors John Deighton of Harvard Business School and Peter Johnson of Columbia University and quantifies the economic benefits – from GDP to jobs – realized when consumer data is allowed to fuel responsible data-driven marketing and innovation.
In October 2012, the Direct Marketing Association (DMA) launched the Data-Driven Marketing Institute (DDMI), a “think tank” whose sole purpose is to set the record straight about how data-driven marketing works, the countless ways that responsible use of data benefits consumers – and the powerful fuel that data provides for economic growth. DDMI conducts independent, academic research that answers vital questions about how data is changing our industry and our lives, and provides the platform to make sure this vital research informs and shifts the policy debates that threaten data-driven marketing.
On October 17, 2013, DMA and DDMI will host a webinar for the data-driven marketing community to learn more about the findings in the groundbreaking study.
Harold M. Brierley Professor of Business Administration
Harvard Business School
Rachel Nyswander Thomas
Executive Director, Data-Driven Marketing Institute
Vice President, Government Affairs
Direct Marketing Association
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