About DDMI

Data Literacy = Data Love.

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The Data-Driven Marketing Institute’s (DDMI) sole purpose is to set the record straight – among policymakers, consumer advocates and the press – about how responsible data-driven marketing works, the countless ways that it benefits consumers, and the powerful fuel it provides for economic growth.  Our Data-Driven Way of Life is Under Attack.  We live in a data-driven world.  Consumers enjoy greater benefits from data-driven marketing today than ever DFdatalove.jpgbefore.  So why are the threats to that data-driven way of life piling up faster than ever?  Legislators and policymakers who hold the power to steer the future of data-driven marketing are not yet “data literate.”  What we find amazing, policymakers find alarming.  What we know consumers want, they think threatens consumer privacy.  What we call innovation, they call creepy.  Talk about a massive disconnect – and one that could kill your business.

As DMA’s own think tank, DDMI demonstrates that being pro-data is pro-consumer.  In doing so, DDMI increases understanding and improves perceptions of data-driven marketing – and prevents needless regulation or enforcement that would stop the flows of data that fuel innovation.


DDMI Research

DDMI Bridges the Divide with Research and Engagement.

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DDMI conducts independent, academic research that answers vital questions about on how data is changing our industry and our lives:

•  What is the economic value of data-driven innovation?

•  What consumer value is derived from responsible data-driven innovation?

•  How are consumer attitudes toward data-driven marketing and data innovation evolving?

DDMI also provides the platform to make sure this vital research informs and shifts the policy debates that threaten data-driven marketing. By engaging industry, policymakers, the press and consumers, DDMI works to ensure that the data-driven future remains bright:

 Data Defense Bulletins keep you informed about threats on the horizon, and DDMI’s work to set the record straight.

•  Thought leadership forums make DDMI the leading authority on the value of data-driven marketing in policy circles.

•  Policymaker briefings ensure data literacy on Capitol Hill, across the Nation and across the Atlantic.

•  Media and consumer engagement shift the conversation from privacy concerns to data appreciation.

STUDY: The Value of Data: Consequences for Insight, Innovation, and Efficiency in the U.S. Economy

In DDMI’s first major academic research study, Professors John Deighton of Harvard Business School and Peter Johnson of Columbia University quantify the value of the Data-Driven Marketing Economy (DDME), both in terms of revenues generated for the U.S. economy and jobs fueled across the nation.  DDMI commissioned this study to give policymakers in Washington and beyond the facts about the vital role of responsible data use in fueling innovation and economic growth, the benefits that the DDME provides to individual businesses and the U.S. economy as a whole – and what would be lost if regulation impeded responsible exchange of data across the DDME. Get the Study>

INFOGRAPHICS that Tell the Story

(Click 2x to enlarge.)

  

The Value of Data

Consequences for Insight, Innovation and Efficiency in the U.S. Economy

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This is the first-of-its-kind study quantifying the value of the Data-Driven Marketing Economy (DDME), both in terms of revenues generated for the U.S. economy and jobs fueled across the nation.

Value of Data WebinarCommissioned by DDMI and undertaken by Professors John Deighton of Harvard Business School and Peter Johnson of Columbia University, the study fills a significant gap in understanding about massive changes currently transforming the U.S. marketing and advertising industries – changes propelled by the growing quantity and variety of data available to businesses and consumers alike.  The study answers two questions never before answered:

•  How much incremental value does data-driven marketing contribute to the U.S. economy?
•  How much of this value is accounted for by the flow or transfer of data among firms?

DDMI commissioned this study to give policymakers in Washington and beyond the facts about the vital role of responsible data use in fueling innovation and economic growth, the benefits that the DDME provides to individual businesses and the U.S. economy as a whole – and what would be lost if regulation impeded responsible exchange of data across the DDME.

Every industry in America relies on data-driven marketing, and the results of this ground-breaking effort to systematically and objectively map, measure, and analyze the DDME will benefit anyone with an interest in a vital, efficient, and growth-producing marketplace for goods and services in the U.S.

DOWNLOADS

Get the Study>
Get the Summary
See the Infographic
View Upcoming Events

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Events

Click on each event for more details.

Insights & Ideas

The high quality and academic independence of its research makes DDMI the leading authority on data-driven innovation in our industry – and the most credible voice working to shift “big data” policy debates in a positive direction. With the stakes higher than ever, DDMI is focused on changing the conversation about data-driven innovation in Washington, across the States and around the globe.

  1. Yahoo Finance

    CNBC: Don’t Limit Gathering of Consumer Data

    November 1, 2013
  2. Value of Data Webinar

    Introduction Webinar – The Value of Data: How Data-Driven Marketing Drives Insight, Efficiency and Innovation

    October 18, 2013
  3. Screen Shot 2013-10-12 at 9.19.44 AM

    The Value of Data Study: Infographic

    October 12, 2013
  4. DDMI-Infographic-Our-Data-Driven-Way-of-Life-2

    Our Data-Driven Way of Life

    October 8, 2013
  5. thumbnail-jobs

    It’s a Data-Driven World After All!

    October 8, 2013
  6. 3timescost

    Brynjolfsson, E. – “The Contribution of Information Technology to Consumer Welfare”

    September 27, 2013
  7. googleca-200

    Fueling the Data-Driven Economy

    August 15, 2013
  8. windmere

    Bramblia, A. – INRIX Exec Hints Windermere to add Search by Commute Time

    July 7, 2013
  9. IMW-Linda-Presentation-Integrated-Creepy-300x225

    • Integrated ≠ Creepy: Translating the Marketing Cool Factor to Protect Our Data-Driven Way of Life

    June 13, 2013
  10. dataeye

    You Can’t Connect Dots That Do Not Exist: Data-Driven Marketing and the NSA

    June 12, 2013
  11. Screen Shot 2013-10-10 at 3.01.35 PM

    The Business of Big Data

    May 30, 2013
  12. dead

    Policy-Speak Translator

    May 21, 2013
  13. civic

    Wardell, S. – Election by Social Network Data Analytics

    May 6, 2013
  14. 480m

    Kelly, Jeff – “Big Data Market Size and Vendor Revenues”

    April 15, 2013
  15. Screen Shot 2013-10-10 at 2.37.30 PM

    The Gathering

    October 12, 2012
  16. deighton-ecomm

    Deighton, John – Economic Value of the Advertising – Supported Internet Ecosystem

    September 6, 2012
  17. 20percent

    Louis, Columbus – “Hype Cycle for Cloud Computing Shows Enterprises Finding Value in Big Data, Virtualization”

    August 8, 2012
  18. op-rev

    Luckie, Chad – “Big Data’ Facts and Statistics that Will Shock You”

    May 8, 2012
  19. pers-data

    Boston Consulting Group – The Value of Our Digital Identity

    February 6, 2012
  20. style

    Goldfarb, A. – “Online Display Advertising: Targeting and Obtrusiveness”

    May 6, 2011
  21. 60

    Manyika, James – Big Data: The Next Frontier for Innovation, Competition, and Productivity

    May 6, 2011
  22. 14jobs

    Manyika, James – Big Data: The Next Frontier for Innovation, Competition, and Productivity

    May 6, 2011
  23. develop

    Acquisti, A. – “The Economics of Personal Data and the Economics of Privacy”

    November 6, 2010
  24. revenues

    Acquisti, A. – “The Economics of Personal Data and the Economics of Privacy”

    October 6, 2010
  25. transactions

    Acquisti, A. – “The Economics of Personal Data and the Economics of Privacy”

    April 6, 2010
  26. style

    Hauser, J. – Website Morphing

    August 6, 2009
  27. econ-deighton

    Deighton, John and Quelch, John. – “Economic Value of the Advertising-Supported Internet Ecosystem”

    June 10, 2009
  28. economists

    Calzolari, G. – On Optimality of Privacy in Sequential Contracting

    October 6, 2006
  29. books

    Brynjolfsson, E. – “Consumer Surplus in the Digital Economy: Estimating the Value of Increased Product Variety at Online Booksellers”

    November 22, 2003
  30. process

    Brynjolfsson, E. – “Consumer Surplus in the Digital Economy: Estimating the Value of Increased Product Variety at Online Booksellers”

    June 30, 2003
  31. 3timescost

    Brynjolfsson, E. – “The Contribution of Information Technology to Consumer Welfare”

    October 6, 1996
  32. benefit

    Varian, H. – Economic Aspects of Personal Privacy.

    May 6, 1996

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