In recent years, the data-driven business of online marketing has become an explosive growth industry. Just how big? About $62 billion in the U.S. in 2012, according to a new study.
The study, published Monday by the Direct Marketing Association, an industry group, was authored by John Deighton and Peter Johnson, a Harvard Business School professor and a Columbia University adjunct professor. It counted some 650 companies working in the personal data business.