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In recent decades, advertising and marketing have undergone a number of transformative shifts. Underlying the change has been a common theme: the growing role of data.
But while data has proliferated in volume and availability, the organizations that aim to use it haven’t evolved at the same pace. Many enterprises remain saddled with legacy technology, operating processes and talent constraints that keep them from realizing the potential of the information at their disposal.
With this in mind, DMA and IAB’s Data Center of Excellence teamed up with Winterberry Group to explore the challenges and opportunities data users are encountering in their efforts to become “data-centric” across all facets of their interactions. In this webinar, we’ll review the results of Winterberry Group’s research, highlighting:
• The role that people, technology platforms, supply chain partners and business processes play in supporting a “data-centric” business transformation
• Challenges and pitfalls that marketers, publishers and others encounter in their efforts to leverage data across their businesses, and
• A framework for marketing and advertising practitioners to adopt as they attempt to make data more integral to their organization’s work.
Presenters:
• Jonathan Margulies, Managing Director, Winterberry Group
• Patrick Dolan, EVP and COO, IAB
• Neil O’Keefe, SVP, CRM & Member Engagement, DMA
This research was made possible through a collaboration between the DMA and the IAB Data Center of Excellence, which leveraged the contributions of member companies, including Acxiom, comScore, Conversant, Experian, GfK, Integral Ad Science, LiveIntent, MediaMath, Nielsen Marketing Cloud, Oracle Data Cloud, Valassis Digital, and The Weather Company. The research was also supported through the additional sponsorship of Merkle, V12 Group, and Valassis Digital.
*This webinar qualifies for 1.0 CE credits toward IAB Digital Data Solutions Recertification. 
