MarketingProfs B2B Forum is going virtual... with a twist. Don’t miss it.

Most businesses are trying to develop an overarching strategy for their audience data, but few have managed to actually implement a strategy, according to recent research from Winterberry Group and the Interactive Advertising Bureau (IAB).

The report was based on data from a survey conducted in September and October 2019 among 100 advertisers, marketers, publishers, technology developers, and marketing service providers, with most respondents based in North America.

Some 53% of respondents say their firm has taken steps to develop an overarching strategy to govern how it collects, manages, shares, and uses audience data, up from 49% in 2017:

However, only 16% of respondents say their firm has successfully implemented an overarching strategy to govern how it collects, manages, shares, and uses audience data.

Organizations that describe themselves as extremely data-centric are actually less likely to have implemented an overarching audience data strategy, with just 8% saying they have done so:

Only 19% of respondents say their firm is well prepared or extremely well prepared to deal with recently passed or enacted regulations governing consumers' personal data:

About the research: The report was based on data from a survey conducted in September and October, 2019, of 100 advertisers, marketers, publishers, technology developers, and marketing service providers, with most respondents based in North America.

Sign up for free to read the full article.

Oh, boy. The dreaded sign up form.

Before you run for the hills, we wanted to let you know that MarketingProfs has thousands of marketing resources, including this one (yes, the one behind this sign up form), entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.

Loading...

ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji