As our dear DMA Advance readers know by now…DMA’s Data-Driven Marketing Institute (DDMI) is all about the facts.  In particular, the facts about how data-driven marketing fuels the economy and provides greater value to consumers today than ever before.  The more facts, the better – and the better informed the policy debates about the future of data will be here in Washington.

That is why I was delighted to pore over the incredible facts in Google’s recently released 2012 Economic Impact Report. Here are a few favorites:

  • In 2012, Google’s search and advertising tools helped provide $94 billion of economic activity for 1.9 million businesses, website publishers and non-profits across the U.S.
  • 97% of Internet users in the U.S. look online for local products and services, and hundreds of thousands of businesses use the Internet— and Google tools—to reach these potential customers.
  • For every $1 a business spends on AdWords, they receive $8 in profit through Google Search and AdWords.

Talk about data-driven marketing adding value to the economy!

And for those slightly less wonky than me, Google has provided another great way to “see data differently.”  This fantastic site that visualizes the study results, highlighting business spotlights and findings on a state-by-state basis.  Visual learners, dig in!  Here’s a highlight from our Nation’s Capital…

From Washington State to Washington, DC, Google’s findings make clear that digital innovation is driving economic growth in every corner of our nation – and exactly how much hangs in the balance if we don’t educate policymakers about the massive (and ever-increasing) value that data-driven marketing brings to the U.S. economy.  With so much to lose – or gain – studies like this one are crucial to bridging the divide between policymakers and marketers so that we all win in the end.

And with that… Stay tuned for DDMI’s own economic impact study coming this fall.  Get excited!

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