Adaptable Data Maturity Model For Brands, Agencies, Publishers & Data Providers [REPORTS]
July 9, 2016
The Interactive Advertising Bureau (IAB) and its Data Center of Excellence have released the IAB Data Maturity Model. This new benchmarking system enables brands, agencies, publishers, and data technology vendors to determine where they or their clients and prospects rank in data usage sophistication, guiding further investment, implementation, and strategy. The model is detailed in both a whitepaper entitled “Data Maturity Model for Digital Advertising” and a companion web site, featuring four customized checklists for self-evaluation.
- Criteria within the checklists are broken up into the four main areas of the data lifecycle, allowing companies to see exactly where their strengths and weaknesses lie.
- Data Collection – A company’s ability to aggregate all relevant data points from all relevant channels in a timely and efficient manner
- Data Processing – A company’s capacity to normalize and store data so it can be accessed quickly and easily for further research and analysis
- Data Activation – A company’s proficiency in making relevant data points actionable across all systems and use cases
- Organizational Readiness – A company’s internal awareness, structure, resourcing, and support for data-driven initiatives
Companies will receive a score based on their response to the questions in the checklists. If the organization receives less than 12 overall points, it signifies a low data maturity, while 12-20 denotes a medium level of maturity, and more than 20 indicates the company is at an advanced level. Once company leadership knows their level of data maturity; they can refer to the model to determine some steps for improvement.
“Sophisticated digital data collection and usage provides a competitive advantage in today’s digital media and advertising marketplace,” said Patrick Dolan, Executive Vice President and COO, IAB. “This model is a tool that industry leaders can use to help unlock the value of their data.”
To download report CLICK HERE.
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