Marketers & Publishers Keep Focus on ‘Data Centricity’ With More Than 44% Expecting to Achieve Level of Sophistication by 2019

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PALM DESERT, CA (February 13, 2018) —The Interactive Advertising Bureau (IAB), its Data Center of Excellence, and the Data & Marketing Association (DMA) have released “The Data-Centric Organization 2018,” the results of a survey showing that U.S. marketers and publishers remain intensely focused on achieving “data centricity” across their organizations, with 90 percent responding that they either have or are developing an enterprise strategy centered on customer data. While only 9.8 percent of respondents described their organizations as “extremely” data-centric today, more than 44 percent said they expect to achieve that level of sophistication by 2019.

The research, compiled by Winterberry Group to refresh a 2016 survey of U.S. marketers, publishers and other data users, shows that the majority of marketers are implementing strategies to support data-centricity, but relatively few say they are driving results—with a greater number struggling to generate deliverables in 2017 than ever before. More...
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