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Introduction to Value of Data

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A campaign born in Scotland - led by DMA Scotland - we join forces with partners and advocates across the UK to reshape the understanding of the true worth of information.

Scotland is a hub of data expertise, FinTech and exciting, innovative start-ups - the beating heart of a data agenda across the UK's data and marketing industry.

Introducing: Value of Data

Take a look at some thoughts-starters from some of the leaders of the Value of Data campaign - neat introductions into some of the key themes the campaign will examine.

Value of Data: Why we're here

Craig Paterson, executive education advisor, The Data Lab, offers an overview of the project.

Value of Data: Changing perceptions

Firas Khnaisser, head of decisioning, Standard Life, on the quest to attach value to data.

Value of Data: Made to measure

Rob Gray, managing / strategy partner, Squad, on the methods and tactics available for measuring data.

Value of Data: The role of the CEO

Mark Runacus, Chair of the DMA Board and co-founder / planning partner at Wax/On, on why CEOs must be the standard bearers for organisations looking to really understand data's value and worth.

Shifting values: An introduction to the value of data in a digital economy

Our first whitepaper of the campaign is authored by University of Edinburgh academics Professors Chris Speed and Ewa Luger.

The work takes you through the key topics underpinning our quest to help you - and the customers you serve - value data:

  • The evolution of tech in marketing, and what this means for data and the customer
  • Growing our understanding of the flow of data
  • Value chains and value constellations
  • Designing value
  • The ethical data solution
  • The ethical use of data

Click here to download the paper, with versions for both mobile and desktop available.

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