Survey of Nearly 200 Advertising and Marketing Industry Thought Leaders Showcases Emerging Data Approaches & Identifies Key Challenges to Widespread Adoption
NEW YORK, NY (January 17, 2012) — Continuing to demystify the myriad of digital data now available to marketers and online publishers, the Interactive Advertising Bureau (IAB) teamed with strategic consulting firm Winterberry Group to create a new study titled “From Information to Audiences: The Emerging Marketing Data Use Cases.” The white paper reveals new practices in data aggregation, management and deployment and spotlights barriers to widespread adoption. Its findings are based on research results from a survey of nearly 200 industry thought leaders and influencers, as well as Winterberry Group’s own quantitative and qualitative research.
“The plethora of new data sources, targeted technologies and advertising delivery platforms enable marketers to amass more intelligence from varied sources,” said Patrick Dolan [pictured], Executive Vice President and COO, IAB. “This promising resource can only bear fruit if marketers can take that raw data and harness it effectively, going beyond traditional usage. This study shows us that there are some hurdles we need to address before we can expect widespread adoption—and the ability for ‘big data’ to deliver big result.” More…
