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DMA/IAB Data-Centric Organization White Paper

Developed through a groundbreaking partnership between DMA and Interactive Advertising Bureau’s Data Center of Excellence, this white paper — compiled through an executive-level outreach effort including online, telephone and in-person surveys of over 200 advertisers, marketers, publishers, technology developers, and marketing service providers— will address key questions that enterprises are encountering as they attempt to transform with an eye on becoming “data-centric” in both theory and action.

Key Questions addressed:

  • How should organizations reinvent themselves to support data-driven approaches to marketing and media?
  • Where should they prioritize their investments to ensure greatest impact?
  • And what kind of progress has the industry made toward these objectives?

Researched and written by Winterberry Group, the paper reveals that a third are “confident” – and just 5 percent are “extremely confident” – that their internal teams have the right skills and experience to support their data-driven initiatives. In addition, more than half of those surveyed (59%) agreed that dissolving organizational silos would represent the most important step their businesses could take to derive more value from their use of audience data. Read the full press release here.

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