A revolutionary explosion in the quantity and quality of data available has turned the world of marketing into a vitally important driver of the U.S. economy. But just exactly how important is data to that economic system? What would be lost to the “Data-Driven Marketing Economy” (DDME) – and the US economy as a whole – if responsible data-driven marketers could no longer use and share data? DDMI commissioned Professors John Deighton of Harvard Business School and Peter Johnson of Columbia University to conduct an independent academic study answering these vital questions.
On October 14, DMA CEO Linda Woolley will announce the findings of DDMI’s first major research study, “The Value of Data: Consequences for Insight, Innovation and Efficiency in the U.S. Economy,” during her opening keynote address at DMA2013 in Chicago.
But it doesn’t stop there. DMA2013 will be chock-full of events highlighting the study’s findings and what those findings represent in the context of future policy and regulation…
- A session entitled, “Valuing the “Data” in Data-Driven Marketing: A Case Study,” will further dive into the details of the study.
- A session entitled, “Integrated…or Eerie? Privacy, Politics and Protecting Our Data-Driven Way of Life,” will highlight how the study findings should shape policy debates in Washington and beyond.