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  "documentTitle": "State of Data 2023",
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  "notes": "The slide highlights a gap between current usage (privacy/compliance) and potential value (attribution/modeling).",
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      "text": "DCR users are likely not yet leveraging attribution, ROI/ROAS measurement, media or marketing mix modeling, and propensity modeling use cases as early-stage adoption has focused on privacy and audience activation.",
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      "text": "Number one [use case] is planning, where your high-value audience over-indexes, because it's the easiest. Because it's the easiest, you get there first. The next question is activation and then the third is measurement.",
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      "text": "Please select all of the reasons you/your client are using the following technology. – Data clean rooms. Base: DCR users (n=129)",
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