Marketers Want Outside Help with Data Centricity: Winterberry Report for IAB and DMA

If you’re expecting some cutesy Valentine’s Day theme today, you’re reading the wrong newsletter. We’re going in the opposite direction with Deep Thoughts about the future of business and society itself. We’ll ease our way in with a Winterberry Group study from the Interactive Advertising Bureau (IAB) and Data & Marketing Association (DMA) about data-centric organizations. They found a sharp decline since last year in confidence that companies had the analytical skills, strategy, and technology needed for data-centric success, although the small sample may mean it’s just statistical noise. On the bright side for Customer Data Platforms, they found that strong interest in dissolving data silos, centralizing data management infrastructure, and using third parties to help with all the above. So I guess we’re spreading a little love today despite ourselves.