Panel: The Value of Personal Data to Marketing in the U.S.

Sunday, October 4 | 1:45 - 2:30 p.m.

“Big data” is fundamentally reshaping business. The personal data economy that has been taking shape over the past decade, and will certainly continue to evolve into the next decade, is quite unlike the economy of mass markets that it is displacing. Former Harvard President Larry Summers said, “Data may be to the 21st century economy what oil was to the 20th, a hugely valuable asset essential to economic life.”  
 
In 2013 we analyzed the structure of firms that supply marketing services to marketers based on individual-level consumer data. We called the structure an ecosystem to emphasize the way these firms depended on one another. In 2015 we are repeating the analysis, and by the end of 2015 we will be in a position to quantify how the ecosystem is evolving. In this session, we will report progress on the second analysis and discuss likely changes between the studies.
 
John Deighton John Deighton, 
Baker Foundation Professor of Business Administration, Harvard Business School
Peter Johnson Peter Johnson, Principal, mLightenment
Rachel Thomas Rachel Nyswander Thomas, Executive Director, Data Driven Marketing Institute (DDMI)
Vice President, Government Affairs, Data & Marketing Association, DMA