February 12, 2018

Changes that Would Be Most Important for Deriving Value from Their Company's Future Use of Data According to Marketing Professionals in North America, 2016 & 2017 (% of respondents)


This survey captured marketers in North America's views on changes that would be the most important for deriving value from their company's future use of data. Responses include dissolving silos, standardizing protocols and centralizing storage, among other responses. Data is broken out by 2016 and ... 2017.More


Data was provided to eMarketer by Winterberry Group.


Data is from the February 2018 Winterberry Group report titled "The Data-Centric Organization 2018" in partnership with Data & Marketing Association (DMA) and Interactive Advertising Bureau (IAB). 113 advertisers, marketers, publishers, technology developers and marketing service providers in North America were surveyed during September-November 2017. Respondents were DMA and IAB special interest panel members. Respondents identified their company as being an advertiser, marketer or media provider/publisher (49.1%) or tech developer/service provider (50.9%). Respondents had less than 1 year of experience working in a marketing, advertising or media role (5.4%), 1-5 years (11.6%), 6-10 years (17.0%), 11-15 years (19.8%), 16-25 (22.3%) and 25 years or more (21.4%). Data centricity is defined as the extent to which a company is culturally and operationally prepared to apply audience data as a source of actionable insight.