iab-2020年以数据为中心的企业英文-2020.1-32页.pdf
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1、IN PARTNERSHIP WITHThe Data-Centric Organization 2020A Winterberry Group Research Report|January 2020每日免费获取报告1、每日微信群内分享7+最新重磅报告;2、每日分享当日华尔街日报、金融时报;3、每周分享经济学人4、行研报告均为公开版,权利归原作者所有,起点财经仅分发做内部学习。扫一扫二维码关注公号回复:研究报告加入“起点财经”微信群。Foreword:Trust and the Move to a People-Centric Organization 2 elcometo the thir
2、d installation of The Data-Centric Organization.Originated in 2016,this research series(along with others like it conducted in partnership between Winterberry Group and IABs Data Center of Excellence)has long been grounded in a simple hypothesis:marketers,publishers and other consumer-facing and B2B
3、 enterprises are rapidly evolving their business practices with the goal of deriving greater value from data.Three successive research cycles now bear that out.Panelists tell us in increasing numbers that their organizations are spending more and focusing greater intensity on efforts geared not just
4、 to better data usebut also to the deployment of strategies that dictate how that data is best and most wisely deployed.(And managed,and parsed,and shared,and safeguarded.)In a real sense,that development has little to do with the functional requirements of cookies,device identifiers,postal lists,CR
5、M databases,identity graphs or any of the other assets we collectively associate with“audience data.”Instead,it reflects a real priority among reputable enterprises to put their customers at the center of advertising,marketing and commerce interactions that are growing ever more fragmented.As data c
6、ontinues to proliferate(and as consumers grow aware of the implicationsboth positive and negativeof data-centric business practices),thats a particularly important theme for enterprises to champion as they consider their future investments and business priorities.At the end of the day,“data-centric”
7、marketing and advertising can and should be all about building trustby honoring the preferences,needs and welfare of people(whether theyre customers,prospects,anonymous visitors,employees or business partners).Keeping a laser focus on the interest of these stakeholders will help ensure that data rem
8、ains a force for performance,innovationand the greater good.WJonathan MarguliesManaging PartnerWinterberry GroupIn Brief:The Evolving Data-Centric Organization 3 This third installation of TheData-Centric Organizationexplores howU.S.companiesare evolving their businesspracticesand functionalprioriti
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