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IN PARTNERSHIP WITHThe Data-Centric Organization 2018A Winterberry Group Research Report | February 2018WITH THE SUPPORT OFAcknowledgements & Notice2This research would not have been possible without the significant contributions of dozens of U.S. advertising, marketing, media, information and technology industry leaders who generously offered their time, insights and feedback in support of this effort. In particular, we would like to recognize our partners, the Data & Marketing Association and Interactive Advertising Bureaus Data Center of Excellence, as well as our project sponsors:Additionally, we extend our deepest appreciation to the more than 110 panelists who contributed thoughtful insights on their organizations use of data through our online survey. Though their individual names are not recognized in this report, they represent some of the most respected and innovative brands and service providers in marketing and their respective industries.NOTICEThis report contains brief, selected information and analysis pertaining to the advertising, marketing, media, information and technology industries and has been prepared by Winterberry Group LLC in partnership with the Data & Marketing Association (DMA) and the Interactive Advertising Bureaus (IAB) Data Center of Excellence. It does not purport to be all-inclusive or to contain all of the information that a prospective manager, investor or lender may require. Projections and opinions in this report have been prepared based on information provided by third parties. Neither Winterberry Group, DMA, IAB nor their respective sponsors make any representations or assurances that this information is complete or completely accurate, as it relies on self-reported data from industry leadersincluding advertisers, marketing service providers, data providers and technology developers. Nor shall any of the forgoing (or their respective officers or controlling persons) have any liability resulting from the use of the information contained herein or otherwise supplied.Copyright 2018 Winterberry Group LLC. All rights reserved.Premier Sponsors Supporting SponsorExecutive Summary: U.S. Firms Remain Intensely Focused on Leveraging Data Across Marketing, Media and Commerce FunctionsBut See Obstacles to Achieving True “Data Centricity”3The most significant obstacle associated with achieving data centricity appears to be an industry-wide talent gap, particularly with respect to the analytics skills associated with data modeling, segmentation and attribution. Just 1.3% of panelists said they were “extremely confident” their organizations have the right expertise, skills and experience needed to derive value from data (down from 5.2% in 2016)and more than 87% of panelists said that data analytics is the competency their organization needs most to advance their use of data.Marketers and publishers remain intensely focused on achieving “data centricity” across their organizations, with 90.1% of survey respondents saying they either have or are planning to develop an enterprise strategy to support the use of audience data.Amidst that optimism, though, the same data users appear to be growing less confident that their efforts to date constitute real maturity given the growing complexity associated with deploying data across all addressable advertising and marketing efforts. Fewer survey respondents described their organizations as at least “fairly data-centric” in 2017 (40.3%) than did the previous year (54.3%).“The State of Data 2017” (published in December 2017 by Winterberry Group in partnership with DMA and IABs Data Center of Excellence) revealed that U.S.-based marketers, publishers and other data users invested $20.19BB on third-party audience data and related services and solutions in 2017.This research is aimed at showing how those organizations are applying those investments to capitalize on the value inherent in data as a potential driver of decisioning, messaging and superior customer experiences across all advertising and marketing functions. Among other conclusions, it will show:The same respondents said they expect those strategies will drive significant near-term advances in how their organizations engage with data as an input to their advertising and marketing efforts. While only 9.8% of respondents described their organizations as “extremely” data-driven today, more than 44% said they expect to achieve that level of sophistication by 2019.The Data-Centric Organization:How U.S. Companies Are Evolving to Support Audience Data Usage Across Their Advertising, Marketing and Audience Engagement EffortsBackground: The Evolving Data-Centric Organization5In 2016, Winterberry Groupin partnership with DMA and IABs Data Center of Excellencepublished an inaugural research report on “data-centric” organizations, exploring the ways U.S. companies are evolving their business processes and organizational structures to better leverage data across their advertising, marketing and other audience engagement efforts.This effort refreshes that research in order to: Enhance understanding of how data and data-driven solutions are transforming the way advertising and marketing is practiced Update our perspective on the roles that people, technology platforms, supply chain partners and organizational processes play in supporting “data-centric” business transformation; and Provide industry intelligence so that business leaders may build and/or enhance their own frameworks to better utilize their audience data assets in support of their marketing, advertising and/or media sales effortsPicture of Last years white paper Conclusions in this report are based on an online survey completed by 113 advertisers, marketers, publishers, technology developers and marketing service providers primarily based in North America The survey was fielded to special interest panels consisting of DMA and IAB members between September and November 2017How would you classify your organization?649.1%50.9%1.8% 1.8%17.0%37.5% 42.0%1Not at allknowledgeable2 3Somewhatknowledgeable4 5ExtremelyknowledgeableHow many years of experience do you have working in a marketing, advertising or media role? How knowledgeable are you with respect to data and its various marketing, advertising and/or media applications?Methodology: Panel Included Experienced Marketers, Publishers and Service Providers Developer of Technology or Service Provider (including Agency)Marketer, Advertiser or Media Provider/PublisherYears of Experience Percent of PanelLess than 1 year 5.4%1 to 5 years 11.6%6 to 10 years 17.0%11 to 15 years 19.8%16 to 25 years 22.3%25 years or more 21.4%What is “Data Centricity”? How Is It Evaluated? For the purposes of this report, “data centricity” will reflect the extent to which an organization is culturally and operational prepared to apply audience data as a source of actionable insight in support of advertising, marketing and audience engagement. Our evaluation focuses on the extent to which industry participants are managing data and associated resources across each of four operational pillars:7 How do talent, training, compensation plans and team tenureimpact how the organization uses and derives value from data?People Is the organizations overarching organizational structure engineered to support data compilation, management, sharing and good governance?Processes Does the organization leverage the right tools to support audience building, insight development, analytics and measurement? How well integrated are these systems with each other? Other organizational processes?Platforms To what extent are agencies, data suppliers and other service providers integrated in the organizations supply chain? Does the organization have protocols in place to encourage cooperation among these partners?PartnersTo what extent would you say your organization has an overarching strategy to govern its use of audience data for advertising and/or marketing purposes?8but relatively few say theyve generated resultsData-Driven Transformation Remains a Common Organizational Priority, Though Practitioners Often Struggle to Realize Tangible ResultsMajority of marketers are rolling out strategies tosupport data-centricity0.0% 4.3%17.1%38.6%11.4%28.6%4.9% 4.9%17.3%49.4%11.1% 12.3%Not sure No strategy and noplan to developNo strategy today butplanning to developStrategy is beingdeveloped but not yetimplementedStrategy has beendeveloped andimplemented but isnot yet delivingresultsStrategy has beendeveloped,implemented and isdeliving results201620170.0%20.0%25.7%30.0%24.3%1.2%17.1%41.5%30.5%9.8%Not at all data-centric Not very data-centric Somewhat data-centric Fairly data-centric Extremely data-centric2016 20179As Data Grows in Volume and VelocityAdding Complexity to an Already Complicated EndeavorData Users Say Theyre Growing Less Confident in Their Own “Data Centrism”To what extent is your organization “data-centric” today?0.0% 0.0%21.0%34.6%44.4%Not at all data-centric Not very data-centric Somewhat data-centric Fairly data-centric Extremely data-centricExpected by 201910 But Looking Into the Future, Most Expect Their Organization Will Make Significant Advances in Sophistication In the Months to ComeHow data-centric do you expect your organization will be two years from now?Deep Dive: A More Nuanced Take on the Survey Data Fewer survey respondents (just 12.3%) reported in 2017 that their organizations have developed and implemented data strategies that are delivering positive results than said the same in 2016 (28.6%) And fewer described their organizations as at least “fairly data-centric” in 2017 than did so in 2016 (40.3% versus 54.3%) Experience=Awareness: Through success (as well as trial and error), practitioners are growing increasingly aware of the rigors associated with cross-channel data integration, management and activationespecially within complex enterprises that may be otherwise slow to innovate. Less likely to see previous successes as indicative of “data centricity” within an enterprise otherwise advancing at a rapid pace Threat of Regulation Looming Larger: Imminent new regulatory guidelinessuch as the EUs General Data Protection Regulation (GDPR)posing a significant near-term concern for organizations that maintain a significant consumer-facing digital presence, redirecting resources from data-centric organizational transformation in some cases (and de-emphasizing the role of data among organizational priorities, at least for the short term, in others)These results may seem counter-intuitive given the significant investments many organizations are making in data and associated activation solutions. But thought leader feedback suggests there are potential explanations11PeopleHow do talent, training, compensation plans and team tenure impact how the organization uses and derives value from data? One year since we last benchmarked data users access to the right talent and expertise, it appears they have not made significant progress towards acquiring the resources they need to drive their efforts around data centricity As reported in 2016, practitioners consider data analytics the most critical skill to support the future of their data-driven marketing efforts; however, emphasis on data management and processing has increased, and technology/IT has declined in priority Data users have also significantly increased their focus on data governance training over the past yearpossibly in response to looming regulatory concerns like GDPRTo what extent are you confident that the people in your organization have the right expertise, skills and experience to support your efforts to derive value from the use of data?135.2%21.3%39.4%27.7%5.2%6.4%25.6%38.5%28.2%1.3%1Not at allConfident2 3SomewhatConfident4 5Extremely Confident2016 2017Talent Gap Continues to Represent a Significant Challenge for Organizations Seeking Data CentricityAverage:2016: 3.072017: 2.9287.3%81.0%34.2%31.6%19.0%19.0%8.9%8.9%7.6%88.4%69.0%38.7%45.2%17.4%21.9%9.0%4.5%0.0%Data analyticsData management, processingGeneral marketing/managementTechnology/ITProcess engineeringLegal/data governanceFinance/budgetary managementSupplier managementSomething Else20172016What specific skillsets or functional competencies do you think will be the most important for your organization to possess in support of its future data-driven marketing, advertising and/or media efforts?14Analytics Remains Most Sought-After Skillset, Though Practitioners Indicate Growing Need for Improved Data Management15High-Profile Data Breaches and Regulatory Concerns and Changes (Including GDPR), Are Placing Renewed Focus on the Importance of Data GovernanceWhat training and staff development initiatives do you think would best support the development of those needed skillsets/functional competencies?62.8%59.0%46.2%38.5%33.3%24.4%23.1%20.5%9.0%63.9%60.6%49.7%39.4%20.0%25.8%23.2%14.8%13.5%Development of a data-driven organizational cultureData analytics/modeling trainingCross-organization training on data-drivenmarketing/media applicationsCloser collaboration with marketing serviceand technology providersTraining on best practices indata governanceTraining on use/management of related technologyDevelopment of career paths focused onthe management and use of dataTraining on internal systems, departmentsand resourcesRevision of compensation models tied more closely todata management and use20172016PlatformsDoes the organization leverage the right tools to support audience building, insight development, analytics and measurement? How well integrated are these systems with each other? Other organizational processes? Overall, practitioners are only moderately confident in their existing marketing technologiesand the level to which those technologies are suited to support optimal use of audience datarepresenting little change from the sentiment echoed in 2016 In terms of functionality, data users are increasingly seeking tools that support marketing measurement and attribution, as well as data processing and hygiene Marketers and publishers plan to leverage third-party agencies, consultancies and others in order to help their organizations optimize use of data technologies To what extent are you confident that your current marketing technologies are well suited to support the optimal use of audience data?178.3%21.7%26.7%31.7%10.0%4.2%25.4%46.5%21.1%2.8%1Not at allConfident2 3SomewhatConfident4 5Extremely Confident2016 2017On the Whole, Confidence in Marketing Technology Remains Unchanged as Users Are “Split Down the Middle” When it Comes to Seeing Value in Their Data ToolsetsAverage:2016: 2.932017: 2.9349.3%49.3%35.2%35.2%33.8%33.8%31.0%23.9%22.5%49.3%40.6%34.8%32.6%30.4%19.6%29.7%26.8%34.1%Predictive analytics and modelingCross-channel measurement and channelattributionCampaign manag
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