"DMA and its members look forward to continuing to discuss these important issues with the FTC," said Hudson. "We are pleased to see that the FTC is endorsing the White House's approach, recognizing the benefits of data." The White House Report on Big Data issued last month emphasized the great value from data that improves the lives of consumers. A recent Value of Data study commissioned by DMA's Data-Driven Marketing Institute (DDMI), and independently conducted by Professors John Deighton of Harvard Business School and Peter Johnson of Columbia University, corroborated the importance of big data to the American economy. It revealed that the exchange of data across the Data Driven Marketing Economy (DDME) is vitally important for small businesses to compete effectively with big players and for innovation across the marketplace. Specifically, the study estimated that 70 percent of the DDME, or $110 billion in revenue and 475,000 jobs nationwide depend on the ability of firms to share data across the DDME. The DDME relies on strong-self regulation and the current harms-based approach of existing federal law to boost our economy. Any further regulation or legislation in this area could adversely affect the growing benefits our society enjoys from Big Data, Hudson said.