Dive Brief:
- According to a new study from research firm Gartner, selling data is the third most common stream of revenue for marketing organizations—after digital advertising and digital commerce.
- Of the 300 marketers that responded from large organizations, 43% cited "sale of data" as revenue generator, more than telesales or licensing/royalties.
- Examples of data shared by an organizations marketing team would be GPS navigation company TomTom that sells speed data to local highway authorities to help map out routes and alleviate traffic congestion.
Dive Insight:
What's surprising about the Gartner report isn't that marketing firms are selling data—it's that so many are citing it as a main source of revenue. But in the digital age, marketers are sitting on top of data gold mines, and it would be foolish not to cash in.
