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IAB Survey Says More Marketers Investing in Data, But Challenges Remain

Using Data to Create Better Performing Editorial Content: Lessons from Data Experts

This week, Oracle Data Cloud talked with Patrick Dolan, EVP & COO, IAB. Mr. Dolan discussed the impact of a recent study conducted by Winterberry Group in partnership with the IAB Data Center of Excellence and the Data & Marketing Association (DMA) entitled, “The Data-Centric Organization: Transforming for the Next Generation of Audience Marketing.”

Patrick Dolan

Oracle: This study by Winterberry Group surveyed more than 200 industry members and found valuable insights into the future of data-driven marketing. Can you tell us more about who was surveyed and the impact of their responses?

Patrick Dolan: The study was a joint effort among the IAB Data Center of Excellence, the DMA and the Winterberry Group. We surveyed our Data Center of Excellence members and other IAB members in the data and programmatic spaces. Also, we distributed the questions through the DMA, which has a large membership that includes many marketers and publishers.

Overall, the survey responses showed that while more companies than ever are deriving significant value from their data and investing in utilizing it more effectively, they also are still facing critical challenges in unlocking the full value of their data.

One of the key challenges is that there are silos in company structures that are inhibiting data collection, analysis and usage. Another challenge is the limited number of people that are trained to understand and implement new data and tech-driven capabilities for their companies. It’s not that data-driven marketing is new. Rather, the complexity of using a wider variety of more specialized systems and technologies makes it more difficult for companies to adapt and most organizations are still in the early stages of really making data work for them.

Read More From the Interview: IAB Survey Says More Marketers Investing in Data, But Challenges Remain