The 2015 Value of Data report represents the most thorough,
up-to-the-moment and theoretically-informed study yet undertaken of the Data
Driven Marketing Economy and its expanding role as a vital driver of
marketplace efficiency, consumer value and economic and job growth at a
national level and within all 50 US states.
DMA and its Data-Driven Marketing Institute commissioned Professor John Deighton (Harvard Business School) and Dr. Peter Johnson (mLightenment and recent Adjunct Professor, Columbia University) to conduct research on the DDME. This report is a refresh of the original 2013 report and describes the DDME as the economy of firms that exist to help US companies use individual-level consumer data (ILCD) to support marketers as they “go to market,” designing and implementing strategies by which they acquire and retain customers – in other words, grow demand for their goods and services.