the value of data // 2015 - data & marketing...

CONSEQUENCES FOR INSIGHT, INNOVATION & EFFICIENCY IN THE US ECONOMY DECEMBER 2015

THE VALUE OF DATA //

John Deighton Baker Foundation

Professor of Business Administration Harvard Business School

and Peter A. Johnson, PhD

Principal, mLightenment Economic Impact Research and recent Adjunct Professor

Columbia University

Preface by Lindsay Hutter and Neil O’Keefe Data-Driven Marketing Institute Co-Executives

2015

COMMISSIONED BY

PREFACE BY DMA

In 2013, the Direct Marketing Association and its Data-Driven Marketing Institute commissioned Professor John Deighton and Peter Johnson, PhD, to conduct research on a never-before studied topic: the Data-Driven Marketing Economy (DDME). The result was, “The Value of Data: Consequences for Insight, Innovation and Efficiency in the US Economy.” The 2013 report and this updated 2015 report describe the DDME as the economy of firms that exist to help US companies use individual-level consumer data (ILCD) to support marketers as they “go to market,” designing and implementing strategies by which they acquire and retain customers – in other words, grow demand for their goods and services. For the first time, this industry and the jobs it generated were quantified initially in the 2013 report and now updated in this 2015 report. These reports have given stakeholders in the future success of the US economy insight into the size, scope and significance of this new and bourgeoning sector of the economy, and what might be at stake in regulating it. Considering that most industries in America rely on data-driven marketing, this systematic and objective effort to map and measure the DDME delivered value and perspective on the US economy’s current and future success. Both reports fill a significant gap in understanding the massive changes transforming the US economy –

changes propelled by the growing quantity and variety of data available to businesses and consumers alike. The 2015 Value of Data report now represents the most thorough, up-to-the-moment and theoretically-informed study yet undertaken of the DDME and its expanding role as a vital driver of marketplace efficiency, consumer value and economic and job growth at a national level and within all 50 US states. For those most responsible for policies that support continued US economic growth and foster innovation that benefits consumers and the marketplace, DMA believes this report attests to the importance of five critical questions: • How much incremental value does data-driven

marketing contribute to the US economy and jobs? • How much efficiency and critical insight does

data-driven marketing contribute to the success of businesses of all sizes, and particularly small businesses, in the US economy?

• How much value does data-driven marketing contribute to ensuring consumers receive marketing information they need and desire?

• How much of this value to the US economy is accounted for by the transfer of data among firms?

• What new policy approaches should be considered today in education and jobs training to build upon the DDME’s success in driving economic growth and adding high-value science, technology, engineering and math (STEM) positions into the US economy?

DMA | 1333 Broadway, Suite 301 | New York, NY | 10018

The following views are solely those of the Direct Marketing Association, its Data Driven Marketing Institute, and Lindsay Hutter and Neil O’Keefe, Co-Executives of the Institute. These views are not necessarily the views of the authors of the Value of Data Report, Professor John Deighton and Peter Johnson, PhD, nor are the authors responsible for the Preface’s characterization of their report.

DMA PREFACE

THE VALUE OF DATA 2015: Consequences for Insight, Innovation and Efficiency in the US Economy

The US DDME is a Jobs Catalyst for Every State in the US. All 50 US states experienced jobs growth in the DDME from 2012 to 2014. From East Coast to West Coast and in between, jobs growth was significant. For example, California’s DDME related jobs grew from 89,000 to 128,478. Michigan’s grew from 17,000 to 25,116, and New

York grew from 51,000 to 78,246.

2

The US DDME Produces High-value Jobs Here in America that are Integral to the Emerging “Internet of Things” (IoT) Economy. The US leads the world in data science applied to the marketplace, and data-driven marketing is a major export industry. DDME firms derive a considerable portion of their revenue abroad (sometimes upwards of 15%) while employing nearly all their workers in the US. Most of the growth in the DDME from 2012 to 2014 was fueled by two sectors – electronic commerce and digital audience assembly – that DMA believes represent the pillars of the emerging IoT economy. Electronic commerce, which represents 22% of entire data-driven marketing ecosystem, grew

an impressive 45%. Digital audience assembly, which represents 13% of ecosystem, grew a remarkable 86%.

3

The US DDME Leads the World in this Innovative Field. Ideas developed in the US by American statisticians and econometricians, running on hardware designed in the US and coded in algorithms developed and tested in the research offices of US firms, are used throughout the world. No other nation produces the range and depth of data-driven marketing innovation and societal and economic benefits. Data-driven marketing is a significant export of the US economy. The 2015 Value of Data report found that firms earned a significant part of their revenues abroad – about 15% in some cases – while employing STEM-trained workers in the US.

4

The US DDME is a Growth and Jobs Catalyst for the US Economy. The use of data-driven marketing added $202 billion in revenue to the US economy in 2014, up from $150 billion in 2012 and representing impressive growth of 35% in just two years. Equally impressive was employment growth within DDME firms. By 2014, DDME firms employed 966,000 professionals, from 49% - or 650,000 jobs – over 2012.

1

The following key findings from the 2015 Report substantiate the importance of the questions on the preceding page.

Regulatory Debates about the Use of Data Should be Based on Facts about the Value of Data.

Legislators and regulators continue to show a deep interest in understanding how data is used within the DDME. The 2015 report updates policymakers with current data and facts about the vital and growing role of data use in fueling innovation, economic and job growth nationally and in all 50 states.

Regulation Impacts Innovation, Small Businesses, Jobs and Economic Growth. New regulations stopping the exchange of

data across the DDME would impact $102 billion in revenue to the US economy and over 490,000 American jobs. The biggest winners in the DDME –

innovation and small businesses – would also be the biggest losers if startups could no longer use data to overcome barriers to entry, raise ad-supported revenue, and identify new and niche markets to serve.

The Bottom Line: Well-Meaning, yet Potentially Misinformed Legislation or Regulation Restricting the Responsible Use of Data Would Harm the US Economy. It would impact billions of dollars in revenue

and hundreds of thousands of jobs, make small business less competitive, and stifle innovation.

It would hurt consumers by limiting choices, preventing consumers from being exposed to the best prices available, stalling the efficiencies that drive a more competitive marketplace, and impeding the innovation that delivers enhanced and more valuable marketing experiences for consumers.

We hope that it provides policymakers with facts that show the vital role that data plays in fueling innovation, jobs and economic growth. We also hope that it brings clarity, quantification and demonstration of the benefits that the DDME provides to consumers, individual businesses and the US economy – and what would be lost if regulations and regulatory actions impeded responsible exchange of data across the DDME.

Informing current and future policy discussions.

Lindsay Hutter Co-Executive, DDMI & Senior Vice President Communications & PR, DMA

Neil O’Keefe Co-Executive, DDMI & Senior Vice President CRM & Member Engagement, DMA

DMA PREFACE THE VALUE OF DATA 2015: Consequences for Insight, Innovation and Efficiency in the US Economy

As with the prior Value of Data report, DMA and DDMI intend for the 2015 report to be a resource to policymakers and those that report on the DDME and its vital role in the US economy. We believe that this 2015 report affirms the following essentials for policy discussions:

EXECUTIVE SUMMARY

15 THE VALUE OF DATA 2015: Consequences for Insight, Innovation and Efficiency in the US Economy

EXECUTIVE SUMMARY


This report updates our 2013 study of the size and composition of the US data-driven marketing economy (DDME), the ecosystem of supplier firms that help marketers use individual-level customer data (ILCD) to efficiently select, contact, and transact with end customers (whether individual consumers or business buyers) via individually interactive media (IIM) and non-media touchpoints.

Our 2015 study finds that firms in the DDME economy received a net $202 billion from providing ILCD marketing services to the nation’s

producers and distributors of goods and services. Assuming firms make outlays in expectation of at least equal return, the use of the DDME added output to the US economy worth at least $202 billion and likely significantly more, so that $202 billion should be regarded as a lower bound on the contribution of ILCD to the US economy. In providing these services, the DDME’s firms together employed about 966,000 individuals.

As in 2013, our 2015 study found that ILCD reduced inefficiency in matching producers and customers, or increased effectiveness, and in most cases did both. ILCD was used both offline and online. It was used for targeting prospective customers and for interaction with existing customers.

We found the total value of marketers’

expenditures on ILCD services in the DDME grew 35% over 2013’s base of $150 billion. Most of

this growth was driven by sustained growth in two segments of the DDME: in electronic commerce, which represents about 22% of the entire ecosystem and grew 45% in the two years, and digital (particularly mobile and social) audience assembly, which, while smaller at 13% of the total, grew 86%. Postal production, another large segment, did not grow at all.

Consistent with our 2013 findings, we attribute

2015’s overall size and growth of the DDME to the following perceived benefits offered to marketers: • Measurable efficiency in marketing strategy and

media budgeting and buying. The DDME offers more targetable media and direct marketing channels than do traditional “mass” or broadcast media. Individual targeting enables producers to identify and select only those customers most likely to buy the producer’s offering - people who do not need costly persuasion - thus avoiding wasted spending on messaging to people unlikely to buy.

• Greater marketing insight. Using ILCD to

measure response to marketing actions, marketers can test how hundreds, even thousands of components of their marketing produce different levels of results, thus discovering how to tailor their offerings to consumer preferences and needs.

• Lower barriers to marketing entry. Our study found that the cost structure of DDME services is much more favorable for smaller, less heavily capitalized firms challenging entrenched incumbents, than is that of broadcast marketing services. For example, search engine marketing is accessible to small budgets while television advertising is not. Several factors explain this difference. First, ILCD’s more precise targeting can achieve same effects with lower budgets whenever advertising is priced on a cost per audience or cost per action basis. Second fixed costs in ILCD media tend to be lower in broadcast so that more of an ad budget can be spent on reaching a bigger audience (a variable cost). Third, startups and small- and medium-sized businesses can license third-party data for prospecting new customers. This helps them to compete with established brands’ proprietary databases of customers. Altogether, ILCD services, particularly those enabling third-party data for new market entrants and entrepreneurial firms help keep the US economy diversified and innovative, and its price levels competitive.


EXECUTIVE SUMMARY

• The DDME is a significant growth sector of the US export economy. The US leads the world in reengineering markets through data science. Ideas developed in the US by American statisticians and econometricians, running on hardware designed in the US and coded in algorithms developed and tested in the research offices of US firms, are used throughout the world. Our study found that firms in the DDME earned a significant part of their revenues (sometimes upwards of 15%) from revenues earned outside the US while they employed most of their STEM-trained development staffs within the US.

• The DDME benefits from innovation in digital

content creation and distribution, which create rich ILCD opportunities for marketing and advertising. Individual-level data not only makes efficiencies possible relative to non-DDME marketing, but it enables efficiencies to be identified within the DDME’s targetable media. The DDME has fostered startup entrepreneurship particularly in building digital content to be funded through marketing targeted to individuals, particularly in social media and eCommerce. These platforms have embraced or innovated new ways for technology to collect, store and analyze the often enormous quantities of unstructured data that online publishers, especially in social media, are able to glean from their first-party relationship with their audiences.

On the later point, our current analysis continues 2013’s investigation of how the size and growth of the overall DDME reflects the structure and interplay of its component segments along two separate dimensions: first, the dollar dimension in which marketer expenditures fund distinct segments supplying strategy, intermediation in ILCD media purchasing, and media production and delivery, including transacting and fulfillment; and second, a data flow dimension, in which ILCD data flows in the opposite direction to dollars, namely from end customers via ILCD media and transaction touchpoints and on towards media buying intermediaries, strategy providers, and of course, marketers.

Our study analyzes the DDME by segment because we found a great variety in how different business models collect, analyze and use individual data. Almost every marketer has its own house file of customer records (first-party data) which it uses “as is” to buy some ILCD media in the DDME. But, a much larger portion of the DDME in the US comprises a large transparent secondary market in which marketers’ or publishers’ first party data (data from their customers or audiences) can be curated or deployed on their behalf by service firms, or licensed via intermediaries to other marketers for their own use to grow their business – at which point first-party data becomes third party data. This ability to acquire and deploy the right mix of data and third-party data is what empowers US firms to read ever more precisely the needs and wants of vast numbers of consumers, whose anonymity, without the DDME, would otherwise go unfathomed. In 2015, we find significant growth in marketers’ reliance on marketing services involving third-party data. We estimate that services reliant on third-party data have increased in net value added by $12 billion, or 39% relative to 2013; in addition, the value added by services indirectly reliant on servicing marketers’ first-party data grew at 24%. More than half of the DDME, or almost $102 billion of revenue in the ecosystem, and almost 500,000 jobs, depend directly or indirectly on individual-level third-party data. Thus the value to the US economy is greater than $102 billion. As important as first- or third-party data may be to marketers’ efforts to grow their business, marketers spend money on ILCD for the same reason they once spent on broadcast: advertising in media that most efficiently reaches customers. Just as ad dollars subsidized the birth of America’s offline, broadcast media economy, DDME revenue is underwriting media’s transformation from analog to digital. Indeed, for legacy “branded”, “multichannel” media, ILCD ad revenues represent the monetary lifeboat that they hope will rescue their leaking offline business models. To serve online marketers and ad

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EXECUTIVE SUMMARY


agencies, these digital migrants must rely on the innovative, but highly complex volatile and sometimes controversial DDME sector we call audience targeting providers (but often known as “ad tech” to insiders). In this digital ad market, branded media must also compete head-to-head for ad dollars with another DDME sector that is not so dependent on third-party adtech: social media publishers. And so while the distinction between first- and third-party ILCD services may appear arcane from a technology or policy perspective, it is not. A responsibly managed market in third-party data is vital to the survival of news and other forms of branded media in the face of media that don’t need third-party data because theirs is first-party data.

SUMMARY OF FINDINGS

Total Employment Added to the DDME Economy 2012 (Revised) Employees

2014 Employees

Change Percent

Total employment added to the DDME economy 650,000 966,000 49%

Of which: Employment added by services that depend

directly on 3rd party data 134,000 209,000 56%

Employment added by services that indirectly depend on 3rd party data

199,000 319,000 60%

Employment added by services exclusively dependent on 1st party data

316,000 439,000 39%

Total DDME Value-Added Revenues 2012 (Revised) $ Millions

2014 $ Millions

Change Percent

Total value added to the DDME economy $150,000 $202,000 35%

Of which: Value added by services that depend directly on 3rd

party data $31,000 $45,000 45%

Value added by services that indirectly depend on 3rd party data $46,000 $57,000 24%

Value added by services exclusively dependent on 1st party data $73,000 $99,000 36%

TABLE 2: Total DDME Value-Added Employment

TABLE 1: Total DDME Value-Added Revenues and Dependence on Type of Data


THE DDME 2012 (Revised) ($Millions)

2014 ($Millions)

DDME Business Segment

Total contribution

of sector to DDME

Value added by services that depend directly on 3rd party

data

Value added by services

that indirectly depend on 3rd

party data


Involving 1st party data

Total contribution

of sector to DDME

Value added by services that depend

directly on 3rd party data


that indirectly depend on 3rd

party data

Value added by services Involving 1st party

data

Agency Holding Companies $7,000 $1,000 $4 ,000 $2,000 $11,000 $2,000 $5,000 $4,000

General Independent Agencies

$2,000 $0 $1,000 $0 $3,000 $1,000 $1,000 $1,000

Digital Agencies $2,000 $0,000 $1,000 $0 $5,000 $0 $3,000 $3,000

Direct/CRM Agencies $2,000 $1,000 $0 $0 $3,000 $2,000 $0 $0

Measurement/ Analytics $3,000 $2,000 $0 $2,000 $4,000 $2,000 $0 $2,000

Digital Audience Assembly $14,000 $7,000 $3,000 $4,000 $26,000 $13,000 $5,000 $8,000

Search Audience Assembly $19,000 $2,000 $0 $17,000 $25,000 $3,000 $0 $23,000

Audience Targeting $4,000 $4,000 $0 $0 $6,000 $6,000 $0 $0

Direct/CRM Customer Targeting

$7,000 $3,000 $2,000 $2,000 $10,000 $4,000 $3,000 $3,000

Postal Production $32,000 $1,000 $19,000 $11,000 $32,000 $1,000 $19,000 $11,000

Email Customer Delivery $2,000 $1,000 $1,000 $0 $1,000 $1,000 $0 $0

Teleservices $10,000 $2,000 $6,000 $2,000 $10,000 $2,000 $6,000 $2,000

Mobile Customer Targeting $2,000 $0 $0 $2,000 $3,000 $0 $1,000 $2,000

Commerce - eCommerce $31,000 $4,000 $7,000 $20,000 $45,000 $6,000 $9,000 $30,000

Commerce - Loyalty $5,000 $2,000 $0 $2,000 $5,000 $2,000 $1,000 $2,000

Commerce - Fulfillment $9,000 $0 $2,000 $6,000 $11,000 $0 $3,000 $9,000

Total $150,000 $31,000 $46,000 $73,000 $202,000 $45,000 $57,000 $99,000

TABLE 3: DDME Value-Added Revenues by Sector


SUMMARY OF FINDINGS

TABLE 4: DDME Employment by Sector

The DDME 2012 Revised DDME Employment 2014 DDME Employment

DDME Business Segment

Total DDME

Employment

Employees that depend directly on 3rd party

data

Employees that indirectly

depend on 3rd party

data

Employees dependent on 1st party data

Total DDME

Employment

Employees that depend directly on 3rd party

data

Employees that

indirectly depend on 3rd party

data

Employees dependent on 1st party data

Agency Holding Companies 30,000 5,000 16,000 9,000 53,000 11,000 24,000 18,000

General Independent Agencies

9,000 2,000 6,000 1,000 14,000 3,000 6,000 5,000

Digital Agencies 7,000 2,000 4,000 1,000 26,000 2,000 13,000 12,000

Direct/CRM Agencies 7,000 6,000 0 1,000 13,000 10,000 1,000 2,000

Measurement/ Analytics 14,000 7,000 0 7,000 19,000 10,000 0 10,000

Digital Audience Assembly 62,000 31,000 12,000 19,000 126,000 63,000 25,000 38,000

Search Audience Assembly 82,000 8,000 0 74,000 121,000 12,000 0 109,000

Audience Targeting 17,000 16,000 1,000 0 29,000 27,000 1,000 0

Direct/CRM Customer Targeting

30,000 12,000 9,000 9,000 50,000 19,000 14,000 14,000

Postal Production 138,000 5,000 84,000 49,000 154,000 5,000 94,000 55,000

Email Customer Delivery 7,000 3,000 3,000 1,000 6,000 3,000 2,000 1,000

Teleservices 43,000 10,000 25,000 8,000 48,000 11,000 28,000 9,000

Mobile Customer Targeting 11,000 0 1,000 10,000 13,000 1,000 3,000 9,000

Commerce - eCommerce 133,000 16,000 29,000 88,000 215,000 28,000 44,000 143,000

Commerce - Loyalty 20,000 10,000 0 10,000 26,000 11,000 5,000 10,000

Commerce - Fulfillment 37,000 0 9,000 28,000 55,000 0 14,000 41,000

Total 650,000 135,000 200,000 315,000 966,000 216,000 274,000 473,000

SUMMARY OF FINDINGS


TABLE 5: DDME Induced Employment

2012 Revised 2014

DDME Incremental

Induced Employment

DDME Incremental Induced

Employment (depends directly or

indirectly on 3rd party data)

DDME Incremental Induced Employment

DDME Incremental Induced Employment

(depends directly or indirectly on 3rd party data)

Agency Holding Companies 44,391 31,287 78,424 55,273

General Independent Agencies 37,663 35,373 58,587 55,025

Digital Agencies 10,154 8,250 37,715 30,644

Direct/CRM Agencies 11,710 9,954 21,748 18,486

Measurement/ Analytics 20,195 10,098 27,408 13,704

Digital Audience Assembly 92,058 64,441 187,086 130,960

Search Audience Assembly 121,733 12,173 179,630 17,963

Audience Targeting 22,075 22,075 37,657 37,657

Direct/CRM Customer Targeting 45,190 31,633 75,316 52,721

Postal Production 204,012 131,094 227,665 146,293

Email Customer Delivery 6,891 6,202 5,907 5,316

Teleservices 63,674 51,907 71,078 57,943

Mobile Customer Targeting 15,661 783 18,508 925

Commerce - ECommerce 214,949 73,566 347,475 118,923

Commerce - Loyalty 30,713 15,357 39,927 19,964

Commerce - Fulfillment 55,218 13,805 82,081 20,520

Total 996,000 518,000 1,488,000 773,000

SUMMARY OF FINDINGS


TABLE 6 DDME Revenues by State 2012 Revised 2014

State % GDP

DDME Value- Added

Revenue ($Millions)

DDME Revenue Dependent on Data Exchange Among

Firms

State % GDP

DDME Value Added

Revenue ($Millions)

DDME Revenue Dependent on Data Exchange Among

Firms

California 13.2 $19,800 $10,164 California 13.3 $26,866 $13,566

Texas 9 $13,500 $6,930 Texas 9.5 $19,190 $9,690

New York 8.1 $12,150 $6,237 New York 8.1 $16,362 $8,262

Florida 4.8 $7,200 $3,696 Florida 4.9 $9,898 $4,998

Illinois 4.4 $6,600 $3,388 Illinois 4.3 $8,686 $4,386

Pennsylvania 3.9 $5,850 $3,003 Pennsylvania 3.8 $7,676 $3,876

Ohio 3.4 $5,100 $2,618 Ohio 3.4 $6,868 $3,468

New Jersey 3.3 $4,950 $2,541 New Jersey 3.2 $6,464 $3,264

Georgia 2.7 $4,050 $2,079 Georgia 2.8 $5,656 $2,856

North Carolina 2.8 $4,200 $2,156 North Carolina 2.8 $5,656 $2,856

Massachusetts 2.7 $4,050 $2,079 Massachusetts 2.7 $5,454 $2,754

Virginia 2.8 $4,200 $2,156 Virginia 2.7 $5,454 $2,754

Michigan 2.6 $3,900 $2,002 Michigan 2.6 $5,252 $2,652

Washington 2.4 $3,600 $1,848 Washington 2.5 $5,050 $2,550

Maryland 2.1 $3,150 $1,617 Maryland 2.0 $4,040 $2,040

Indiana 1.9 $2,850 $1,463 Indiana 1.8 $3,636 $1,836

Minnesota 1.8 $2,700 $1,386 Minnesota 1.8 $3,636 $1,836

Colorado 1.7 $2,550 $1,309 Colorado 1.8 $3,636 $1,836

Wisconsin 1.7 $2,550 $1,309 Wisconsin 1.7 $3,434 $1,734

Tennessee 1.7 $2,550 $1,309 Tennessee 1.7 $3,434 $1,734

Missouri 1.7 $2,550 $1,309 Missouri 1.6 $3,232 $1,632

Arizona 1.7 $2,550 $1,309 Arizona 1.6 $3,232 $1,632

Connecticut 1.5 $2,250 $1,155 Connecticut 1.5 $3,030 $1,530

Louisiana 1.6 $2,400 $1,232 Louisiana 1.5 $3,030 $1,530

Alabama 1.2 $1,800 $924 Alabama 1.2 $2,424 $1,224

Oregon 1.3 $1,950 $1,001 Oregon 1.2 $2,424 $1,224

Kentucky 1.1 $1,650 $847 Kentucky 1.1 $2,222 $1,122

South Carolina 1.1 $1,650 $847 South Carolina 1.1 $2,222 $1,122

Oklahoma 1.1 $1,650 $847 Oklahoma 1.1 $2,222 $1,122

SUMMARY OF FINDINGS


TABLE 6 (Continued) DDME Revenues by State 2012 Revised 2014

State % GDP

DDME Value- Added

Revenue ($Millions)

DDME Revenue

Dependent on Data

Exchange Among Firms

State % GDP

DDME Value Added

Revenue ($Millions)

DDME Revenue

Dependent on Data

Exchange Among Firms

Iowa 1.0 $1,500 $770 Iowa 1.0 $2,020 $1,020

Kansas 0.9 $1,350 $693 Kansas 0.8 $1,616 $816

Utah 0.8 $1,200 $616 Utah 0.8 $1,616 $816

Nevada 0.8 $1,200 $616 Nevada 0.8 $1,616 $816

District of Columbia 0.7 $1,050 $539 District of Columbia 0.7 $1,414 $714

Arkansas 0.7 $1,050 $539 Arkansas 0.7 $1,414 $714

Nebraska 0.6 $900 $462 Nebraska 0.6 $1,212 $612

Mississippi 0.6 $900 $462 Mississippi 0.6 $1,212 $612

New Mexico 0.5 $750 $385 New Mexico 0.5 $1,010 $510

New Hampshire 0.4 $600 $308 New Hampshire 0.4 $808 $408

Delaware 0.4 $600 $308 Delaware 0.4 $808 $408

West Virginia 0.4 $600 $308 West Virginia 0.4 $808 $408

Idaho 0.4 $600 $308 Idaho 0.4 $808 $408

Hawaii 0.5 $750 $385 Hawaii 0.4 $808 $408

Maine 0.3 $450 $231 Maine 0.3 $606 $306

Rhode Island 0.3 $450 $231 Rhode Island 0.3 $606 $306

North Dakota 0.3 $450 $231 North Dakota 0.3 $606 $306

South Dakota 0.3 $450 $231 South Dakota 0.3 $606 $306

Montana 0.3 $450 $231 Montana 0.3 $606 $306

Wyoming 0.3 $450 $231 Wyoming 0.3 $606 $306

Alaska 0.4 $600 $308 Alaska 0.3 $606 $306

Vermont 0.2 $300 $154 Vermont 0.2 $404 $204

TOTAL 100 $150,000 $77,000 TOTAL 100 $202,000 $102,000

SUMMARY OF FINDINGS

GDP Data Source: US Bureau of Economic Analysis https://www.bea.gov/newsreleases/regional/gdp_state/gsp_newsrelease.htm


https://www.bea.gov/newsreleases/regional/gdp_state/gsp_newsrelease.htm

TABLE 7 DDME Employment by State

2012 Revised 2014

State % GDP DDME Employment

DDME Employment Dependent

on 3rd Party Data


DDME Employment Dependent

on 3rd Party Data

California 13.2 89,000 63,000 California 13.3 128,478 65,170

Texas 9 60,000 42,000 Texas 9.5 91,770 46,550

New York 8.1 51,000 36,000 New York 8.1 78,246 39,690

Florida 4.8 35,000 25,000 Florida 4.9 47,334 24,010

Illinois 4.4 30,000 21,000 Illinois 4.3 41,538 21,070

Pennsylvania 3.9 27,000 19,000 Pennsylvania 3.8 36,708 18,620

Ohio 3.4 23,000 16,000 Ohio 3.4 32,844 16,660

New Jersey 3.3 22,000 16,000 New Jersey 3.2 30,912 15,680

Georgia 2.7 20,000 14,000 Georgia 2.8 27,048 13,720

North Carolina 2.8 19,000 13,000 North Carolina 2.8 27,048 13,720

Massachusetts 2.7 19,000 13,000 Massachusetts 2.7 26,082 13,230

Virginia 2.8 17,000 12,000 Virginia 2.7 26,082 13,230

Michigan 2.6 17,000 12,000 Michigan 2.6 25,116 12,740

Washington 2.4 16,000 11,000 Washington 2.5 24,150 12,250

Maryland 2.1 14,000 10,000 Maryland 2 19,320 9,800

Indiana 1.9 12,000 9,000 Indiana 1.8 17,388 8,820

Minnesota 1.8 12,000 9,000 Minnesota 1.8 17,388 8,820

Colorado 1.7 12,000 9,000 Colorado 1.8 17,388 8,820

Wisconsin 1.7 12,000 8,000 Wisconsin 1.7 16,422 8,330

Tennessee 1.7 12,000 8,000 Tennessee 1.7 16,422 8,330

Missouri 1.7 12,000 8,000 Missouri 1.6 15,456 7,840

Arizona 1.7 11,000 8,000 Arizona 1.6 15,456 7,840

Connecticut 1.5 11,000 8,000 Connecticut 1.5 14,490 7,350

Louisiana 1.6 10,000 7,000 Louisiana 1.5 14,490 7,350

Alabama 1.2 8,000 6,000 Alabama 1.2 11,592 5,880

Oregon 1.3 8,000 5,000 Oregon 1.2 11,592 5,880

Kentucky 1.1 8,000 5,000 Kentucky 1.1 10,626 5,390

South Carolina 1.1 7,000 5,000 South Carolina 1.1 10,626 5,390

Oklahoma 1.1 7,000 5,000 Oklahoma 1.1 10,626 5,390

SUMMARY OF FINDINGS


TABLE 7 (Continued) DDME Employment by State

2012 Revised 2014


DDME Employment Dependent on 3rd Party

Data


DDME Employment Dependent on 3rd Party

Data

Iowa 1.0 7,000 5,000 Iowa 1.0 9,660 4,900

Kansas 0.9 6,000 4,000 Kansas 0.8 7,728 3,920

Utah 0.8 6,000 4,000 Utah 0.8 7,728 3,920

Nevada 0.8 5,000 4,000 Nevada 0.8 7,728 3,920

District of Columbia 0.7 5,000 3,000 District of Columbia 0.7 6,762 3,430

Arkansas 0.7 5,000 3,000 Arkansas 0.7 6,762 3,430

Nebraska 0.6 5,000 3,000 Nebraska 0.6 5,796 2,940

Mississippi 0.6 4,000 3,000 Mississippi 0.6 5,796 2,940

New Mexico 0.5 3,000 2,000 New Mexico 0.5 4,830 2,450

New Hampshire 0.4 3,000 2,000 New Hampshire 0.4 3,864 1,960

Delaware 0.4 3,000 2,000 Delaware 0.4 3,864 1,960

West Virginia 0.4 3,000 2,000 West Virginia 0.4 3,864 1,960

Idaho 0.4 3,000 2,000 Idaho 0.4 3,864 1,960

Hawaii 0.5 3,000 2,000 Hawaii 0.4 3,864 1,960

Maine 0.3 2,000 2,000 Maine 0.3 2,898 1,470

Rhode Island 0.3 $450 $231 Rhode Island 0.3 2,000 2,000

North Dakota 0.3 $450 $231 North Dakota 0.3 2,000 1,000

South Dakota 0.3 $450 $231 South Dakota 0.3 2,000 1,000

Montana 0.3 $450 $231 Montana 0.3 2,000 1,000

Wyoming 0.3 $450 $231 Wyoming 0.3 2,000 1,000

Alaska 0.4 $600 $308 Alaska 0.4 2,000 1,000

Vermont 0.2 $300 $154 Vermont 0.2 1,000 1,000

TOTAL 100 676,000 478,000 TOTAL 100 966,000 490,000

SUMMARY OF FINDINGS

GDP Data Source: US Bureau of Economic Analysis https://www.bea.gov/newsreleases/regional/gdp_state/gsp_newsrelease.htm


https://www.bea.gov/newsreleases/regional/gdp_state/gsp_newsrelease.htm

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