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The Data-Centric Organization: Transforming for the Next Generation of Audience Marketing

The IAB Data Center of Excellence and DMA, the largest U.S. data and marketing association, have released “The Data-Centric Organization,” a whitepaper showing that a lack of talent and ongoing functional silos are major hurdles to taking full advantage of “big data.”

Researched and written by Winterberry Group, which surveyed over 200 advertisers, marketers, publishers, technology developers, and marketing service providers, the paper reveals that a third are “confident” – and just 5 percent are “extremely confident” – that their internal teams have the right skills and experience to support their data-driven initiatives. In addition, more than half of those surveyed (59%) agreed that dissolving organizational silos would represent the most important step their businesses could take to derive more value from their use . . .

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