This is the first-of-its-kind study quantifying the value of the Data-Driven Marketing Economy (DDME), both in terms of revenues generated for the U.S. economy and jobs fueled across the nation.
Commissioned by DDMI and undertaken by Professors John Deighton of Harvard Business School and Peter Johnson of Columbia University, the study fills a significant gap in understanding about massive changes currently transforming the U.S. marketing and advertising industries – changes propelled by the growing quantity and variety of data available to businesses and consumers alike. The study answers two questions never before answered:
• How much incremental value does data-driven marketing contribute to the U.S. economy?
• How much of this value is accounted for by the flow or transfer of data among firms?
DDMI commissioned this study to give policymakers in Washington and beyond the facts about the vital role of responsible data use in fueling innovation and economic growth, the benefits that the DDME provides to individual businesses and the U.S. economy as a whole – and what would be lost if regulation impeded responsible exchange of data across the DDME.
Every industry in America relies on data-driven marketing, and the results of this ground-breaking effort to systematically and objectively map, measure, and analyze the DDME will benefit anyone with an interest in a vital, efficient, and growth-producing marketplace for goods and services in the U.S.