March 5, 2019

Challenges that May Impede Their Ability to Derive Value from Their Data-Driven Marketing/Media Initiatives in 2019 According to US Digital Marketers (% of respondents)


Over half the respondents believe that government regulation is an obstacle that hinders their ability to derive value from their data-driven marketing initiatives, followed by poor data-sharing/siloed company structure and difficulty in proving ROI.


Data is from the March 2019 Winterberry Group report titled "The Outlook for Data 2019: A Snapshot Into the Evolving Role of Audience Insight" in partnership with IAB Data Center of Excellence. 105 digital marketing and media practitioners were surveyed online during January 2019. Respondents are part of IAB special-interest committee members. Respondents are marketers (1.9%), marketing service providers (26.7%), publishers or media providers (23.8%), technology developers (36.2%) or other with experience levels of less than 1 year (1.9%), 1-5 years (10.5%), 6-10 years (23.8%), 11-15 years (23.8%) or more than 16 years (40.0%).