Value of Customer Data 2016: Future Trends in Data-Driven Marketing

Value of Customer Data 2016: Future Trends in Data-Driven Marketing

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Year published: 2016
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Commissioned by the Data & Marketing Association (DMA) and its Data-Driven Marketing Institute (DDMI), this report explores the future value of data and how a data-driven future will different from the present.  The research was conducted by Harvard Business School Professor John Deighton and Peter Johnson, Principal at mLightenment Economic Impact Research and recent Columbia University professor.

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