MERCADEO Versión en español
The IAB Data Center of Excellence Issued an Adaptable Data Maturity Model For Brands and Agencies
Manuela Walfenzao| 7 de julio de 2016
El Centro de Data y Excelencia del IAB publica un modelo de madurez de data para marcas y agencias
The Interactive Advertising Bureau (IAB) and its Data Center of Excellence launched the Data Maturity Model. This new system allows brands, agencies, publishers, and specialists in data measurement determine if their clients are correctly implementing the data input to make better investments, make their ads more sophisticated and improve the strategy.The model analyzes the data life cycle to identify the exact points where their strengths and weaknesses lie regarding online communications. The first is data collection, that is a company´s ability to aggregate all relevant data points in a timely and efficient manner. The next is data processing: a company´s capacity to store and organize data for further research and analysis. The third point is data activation, a company´s proficiency in making relevant data points actionable across all system and use cases. And lastly, organizational readiness, a company´s internal awareness, structure, resourcing and support for data-driven initiatives.This system will allow companies to evaluate themselves by answering the questions in the checklists. If the organization receives less than 12 points, it means it has a low data maturity. Between 12 and 20, is a medium level, and more than 20 indicates that the company is at an advanced level. Once the company knows its data maturity level, it can take some necessary measures for improvement.
