Greg Sterling says, “A new report from the Winterberry Group and IAB, “Data As Competitive Advantage,” explores the role of “big data” within organizations. While interviews and survey respondents polled for the report find data generally to be a “competitive advantage,” the results of the research overall present a more mixed picture.

According to the report, marketers and publishers are having the greatest success in using first-party data to better understand their own customers. However, use of data has been less successful in advancing core business objectives (e.g., growing revenue). The report found “the most common data-driven use case in deployment today” was programmatic media buying, with just over 70 percent of respondents doing programmatic“.

Report: The Promise Of Big Data Is Recognized But Rarely Realized

Marketing Land

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