The Data-Centric Organization 2018
"The State of Data 2017" (published in December 2017 by Winterberry Group in partnership with DMA and IAB's Data Center of Excellence) revealed that U.S.- based marketers, publishers, and other data users invested $20.19BB on third-party audience data and related services and solutions in 2017.
This research is aimed at showing how those organizations are applying those investments to capitalize on the value inherent in data as a potential driver of decisioning, messaging, and superior customer experiences across all advertising and marketing functions. Among other conclusions, it will show:
- Marketers and publishers remain intensely focused on achieving "data centricity" across their organizations, with 90.1 percent of survey respondents saying they either have or are planning to develop an enterprise strategy to support the use of audience data.
- The same respondents said they expect those strategies will drive significant near-term advances in how their organizations engage with data as an input to their advertising and marketing efforts. While only 9.8 percent of respondents described their organizations as "extremely" data-driven today, more than 44 percent said they expect to achieve that level of sophistication by 2019.
- Amid that optimism, though, the same data users appear to be growing less confident that their efforts to date constitute real maturity given the growing complexity associated with deploying data across all addressable advertising and marketing efforts. Fewer survey respondents described their organizations as at least "fairly data-centric" in 2017 (40.3 percent) than did the previous year (54.3 percent).
- The most significant obstacle associated with achieving data centricity appears to be an industry-wide talent gap, particularly with respect to the analytics skills associated with data modeling, segmentation, and attribution. Just 1.3 percent of panelists said they were "extremely confident" their organizations have the right expertise, skills and experience needed to derive value from data (down from 5.2 percent in 2016) — and more than 87 percent of panelists said that data analytics is the competency their organization needs most to advance their use of data.
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Source
"The Data-Centric Organization 2018." DMA, 2018.