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