This third installation of The Data-Centric Organization explores how U.S. companies are evolving their business practices and functional priorities so as to better leverage data across their advertising, marketing and other audience engagement efforts.
This survey of business leaders across the industry reveals how organizations are evolving with respect to four key operational pillars that collectively reflect how those companies use data—and enable true “data-centricity”—in everyday practice.
Highlights include:
- (Unmet) Great Expectations: Data centricity continues to represent a centerpiece goal for a broad array of consumer-facing and B2B organizations, but practitioners are struggling with a disconnect: they’re highly optimistic about the likely future benefits of their data-oriented initiatives, but report achieving only modest . . .
You must be an IAB Member to continue reading.
To receive IAB member benefits, you must be employed by one of our member companies and have a verified business email address associated with your account.
If you have an IAB Portal account, please create a new account on iab.com and we will link to your records. If you're logged in and believe you are seeing this message in error, log out and try with another account or contact us about your company's membership status.
Contact [email protected] with press inquiries.
