Transcription of Data maturity model for digital advertising - IAB
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Data maturity model for digital advertising - IAB
[DRAFT] NOT INTENDED FOR WIDE CIRCULATION SPARROWADVISERS Data maturity model for digital advertising Prepared for: [DRAFT] NOT INTENDED FOR WIDE CIRCULATION SPARROWADVISERS Introduction why develop a data maturity model ? The past decade has seen companies in media, advertising , marketing and commerce rapidly transition towards data-driven enterprises with user-level data becoming the main driver of the emergence of data-driven digital economies. Companies use consumer data for a variety of different business use cases and in a multitude of ways. In advertising , the focus has largely been on data activation, especially in the context of programmatic ad trading. On the brand side, marketers have mostly been interested in understanding the cross-channel customer journey. Agencies have relied on data for attribution, media planning and channel optimization while commerce players have modeled out customer acquisition campaigns, and sought to understand customer lifetime value, cost of service, and most cost-effective way of marketing to a specific segment of consumers.
generated across digital channels warrants the design of a specialized data maturity model that can evolve as new channels and uses of customer data become apparent. This white paper establishes a data maturity model for publishers, agencies, brands and data
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