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What is the true value of data? New industry campaign seeks answers

In a bid to uncover the true worth of information to business, the DMA is partnering with the University of Edinburgh to deliver a series of lectures, roundtables and thought-leadership material as part of a new campaign exploring the value of data.

The Value of Data campaign aims to elevate and champion the role of data and help organisations responsibly deliver value to their customers.

Rachel Aldighieri

“In line with our core value of putting the customer first, ethics will sit at the heart of this project.

We’ll be exploring the concept of data ethics driving shareholder value in an ethical and monetary sense and looking to showcase the value of values,” said Rachel Aldighieri, MD at the DMA.

“In partnership with the University of Edinburgh, we will be creating tools and training that will help businesses thrive from innovation, technology and data, while ensuring responsible marketing sits at the core of business practices.”

Working alongside Merkle, the campaign sponsor, and the University of Edinburgh’s research Centre for Design Informatics and Bayes Centre, supported by Edinburgh Innovations, the DMA aims to create a navigable roadmap to establish bold, innovative and data-led approaches that will have a positive impact on businesses and the customer experience.

As the leading trade association representing the interests of the data and marketing industry, this is one of a number of initiatives the DMA is embarking on to improve the customer experience and promote responsible marketing.

Firas Khnaisser

Firas Khnaisser, Chair of DMA Scotland, and head of decisioning at Standard Life added: “We want to ask difficult questions about where the ‘value’ of data really lies.

In the data? Its quality, quantity, or in the way we use it to create better outcomes for customers? The true value of data will help our industry develop better services, create better customer experiences and evolve into better societies.

“Scotland is a hub of data expertise, fintech firms and start-ups thanks to government investment, and close collaboration between private, public and educational institutions. The DMA wants to lead the data debate from Scotland – and to drive the conversation across the UK and the world.”

Dr Ewa Luger

The collaboration kicks off with a paper authored by Professor Chris Speed and Dr Ewa Luger introducing the changing shape of value in the digital economy and an accompanying lecture taking place at the Centre for Design Informatics on 12 March.

Professor Chris Speed

Chris Speed, Chair of Design Informatics at the University of Edinburgh, stated: “Our exciting new partnership with the DMA will help businesses to understand the changing flow of value in the digital economy.

With the Centre for Design Informatics and the Bayes Centre, the University of Edinburgh is one of the UK’s most dynamic places for tech, attracting the highest calibre of international experts in data science and artificial intelligence.

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This campaign will create a platform where academic experts can work alongside business to put theory into practice. Technology will continue to redefine how businesses interact with their stakeholders and our work with the DMA looks to offer guidance through this uncharted territory.”

To read more about the Value of Data campaign and new partnership visit –