The data-centric organization 2018

Winterberry Group

Examines how US companies are evolving to support audience data usage across their advertising, marketing and audience engagement efforts.
  • Marketers and publishers remain intensely focused on achieving 'data centricity' across their organizations, with 90.1% of survey respondents saying they either have or are planning to develop an enterprise strategy to support the use of audience data.
  • They expect those strategies will drive significant near-term advances in how their organizations engage with data as an input to their advertising and marketing efforts.
  • Though the same data users appear to be less confident in their efforts, with fewer survey respondents describing their organizations as at least 'fairly data-centric' in 2017 (40.3%) than the previous year (54.3%).
  • The most...

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