Value of Data

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.


Meaningful Marketing Measurement 2022

Our latest report presents key effectiveness insights that have been uncovered through analysis of the DMA’s Intelligent Marketing Databank. Discover a unique perspective on early and late-stage pandemic marketing effectiveness.

Marketing Measurement Framework 101

Are you looking to build more effective campaigns? Get the toolkit you need to effectively measure your media campaigns with the DMA's Marketing Measurement Framework.

Global Data Privacy: What the Consumer Really Thinks

Despite cultural and economic differences, consumers around the world increasingly see value in sharing their data. Explore key findings from the GDMA’s data privacy launch event.

DMA and Sixth Sense Training Increase Scotland Apprenticeships

How is the DMA helping aspiring marketers get ready for the world of work? Find out about our partnership with apprenticeship provider Sixth Sense Training, DMA Scotland’s #DemocratiseDataPledge, and our new jobs board for DMA Corporate Members and Student Members.

"Data suppliers must stop hiding if we are to build public trust in data sharing"

To increase transparency, accountability and build public trust in data sharing, it is time for all areas of the data and marketing industry to work together, including data suppliers. Adam Herbert, CEO of Go Live Data discusses how data suppliers can help.

The UK's National AI Strategy

The DMA welcomes the government’s ten-year plan to develop the country into a global science leader and use data as a force for good. Keep reading to see what the transformative vision involves.

DMA Works With Government on Data Legislation Consultation

On 7 October 2021, the DMA, in conjunction with DCMS, convened a roundtable of industry Members to discuss the government’s proposed update to data protection legislation. Find out more and download a summary of the report.

Meaningful Measurement: Today and Tomorrow

As data and marketing leaders, we should be constantly striving to better understand marketing effectiveness and the measurement of this value. This was the focus of a recent roundtable hosted by the DMA and Salesforce. Read on to find out what marketers should do to improve measurement today...