In the first stages of the data revolution, marketers realized that all types of data have the potential to inform and transform every level of the modern enterprise. And so a massive land grab fed everyone’s basic data sets. But now real experience working with data and practicalities of the market are informing the next stage in development reflecting users’ contrasting needs to generate incremental value from their data utilization. Maintaining discipline in investment of money and resources and in delivering better customer experiences are now paramount concerns. With that in mind, we’ll identify the 10 dynamics that we expect will dictate demand for (and the relative value of) data in 2013.
Jonathan Margulies, Managing Director, Winterberry Group LLC