The move to embrace data as a centerpiece of the marketing and media effort—and to become truly “data-centric” across all facets of the enterprise—raises a series of questions: How should organizations reinvent themselves to support data-driven approaches to marketing and media? Where should they prioritize their investments to ensure greatest impact? And what kind of progress has the industry made toward these objectives?
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- Though strategies to promote data-centricity are in full force—and will continue to represent a dominant priority among marketing and media organizations over the coming year—few organizations have yet to achieve meaningful results from their efforts at data-centered business transformation.
- Though marketing and media organizations are looking to engage audience data to support a wide array of use cases, the hierarchy of those applications is steadily shifting.
- Data users and their supply chain partners agree: few organizations have either the depth or breadth of talent they need to derive full value from their data-driven initiatives, particularly when it comes to leveraging analytics as a driver of audience insights.
- Standing in the way of business transformation: organizational silos and other internal process issues that hinder data access and sharing.
- As they look to significantly ramp up their investments in technology, data and service-driven solutions over the next several years, data users are looking for their third-party partners to elevate their support for the strategic functions underlying such investments—calling for a renewed focus on business case development, technology assessment and holistic system alignment as elements of a comprehensive approach to “data-centricity.”
- Going forward, data users are also likely to look to their supply chain partners to play a more active role in supporting their day-to-day marketing and media objectives—in particular, by helping leverage analytics to deliver strategic and campaign-level insights.
Preview of data featured in this report: