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The ability to share consumer data, rather than simply collect it, creates much of its value in the marketplace. That’s a main takeaway of a new report commissioned by the Direct Marketing Association, which pegged the data-driven marketing services industry in the U.S. at $156 billion in 2012.

“The Value of Data” report, conducted by professors from Harvard Business School and Columbia University, also found that data-driven marketing services employ 676,000 people. The researchers studied the revenues of more than 650 companies that it considered part of the sprawling marketing data and related services industry.

As concern over privacy and security of consumer data grows, it’s no surprise the DMA is touting the findings. The trade group released its report yesterday in conjunction with its DMA2013 conference in Chicago this week.

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