The Data-Centric Org 2018 - DMA-IAB-Winterberry Group

U.S. Firms Remain Intensely Focused on Leveraging Data Across Marketing, Media and Commerce Functions—But See Obstacles to Achieving True “Data Centricity”.

This research is aimed at showing how organizations are applying those investments to capitalize on the value inherent in data as a potential driver of decisioning, messaging and superior customer experiences across all advertising and marketing functions.

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