Data-Driven Marketing Economy Surged in Last Two Years

Feb 03, 2016


Newly-released findings show that the Data-Driven Marketing Economy (DDME) contributed nearly 1 million jobs to the United States in 2014, and added $202 billion in revenue to the U.S. economy. The new research, commissioned by the Direct Marketing Association (DMA) and titled "The Value of Data 2015: Consequences for Insight, Innovation & Efficiency in the U.S. Economy," builds on the Value of Data report released in 2013 and quantifies the growth in the DDME, which saw a 49% increase in jobs and 35% growth in revenue between 2012 and 2014.

The report was undertaken by Professor John Deighton of the Harvard Business School and Peter Johnson of mLightenment Economic Impact Research and a recent Columbia University professor.

Additional Key Findings from the Value of Data 2015 Report:

  • Job and revenue growth were experienced across all 50 U.S. states.From 2012 to 2014 California's DDME-related jobs grew from 89,000 to 128,478; Michigan's grew from 17,000 to 25,116; and New York's grew from 51,000 to 78,246.
  • Data-driven marketing fuels startups and new market entrants.The strategic use of data allows small companies to overcome barriers to entry, raise ad-supported revenue, and identify new and niche markets to serve.
  • Half of the DDME relies on the exchange of consumer marketing information.New regulations stopping the exchange of data across the DDME would impact $100 billion in revenue to the U.S. economy and over 500,000 American jobs.
  • Data-driven marketing is a significant U.S. economic export.DDME firms earned a significant part of their revenues abroad - about 15% for some mid-sized firms and over 50% for larger firms - while employing STEM-trained workers in the U.S.