State of Data Report

The Outlook for Data 2017: A Snapshot Into the Evolving Role of Audience Insight 1

For many years now, data has been reshaping the way that brands (and especially the folks concerned with their marketing, advertising, media sales and other customer‐centric functions) build and engage with their addressable audiences.

That story—of Big Data and its proliferation across use cases—has been told many times. But less well known is how audience data is fundamentally changing the organizations that rely on it. With every new data asset or technology platform they onboard, after all, data practitioners are also driving a fundamental change in their business‐as‐usual, often upending years of precedent guiding how they allocate resources, establish budgets and measure the impact of those investments against peers.

Complicating matters further, marketers and publishers looking to become “data centric . . .

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