The State of Data 2017

The Winterberry Group Research Team

Demystifies how US companies are investing in audience data, helping practitioners benchmark their own spending against industry norms and establish a firmer basis for future investments.
  • Companies in the US will conclude 2017 having invested a total of $20.2BB through the year in third-party audience data and data activation solutions supporting their advertising, marketing, media sales and associated efforts.
  • Across data types, marketers will invest most significantly ($3.5BB) on datasets that deliver a range of omnichannel identifiers, supporting their ability to identify and engage with consumers across media touchpoints.
  • 2017 expenditures will be split relatively evenly between hosting and management solutions, which include CRM databases, data management platforms and tag management for digital marketing.
  • Analytics, including modeling and segmentation, account for a...

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