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DMA keeps you informed on the latest trends and practices in data-driven marketing.  Through member surveys, benchmark studies, partnered research and aggregated compendiums, DMA Research can help you grow your business, get more budget and invest your development dollars in the right places.

Many of our research products are free for members, and all are available in our research store.


DMA Research & Whitepapers

Quarterly Business Review, with Winterberry Group.  A trending benchmark study of how data-driven marketing gets done, and where the investment is going.

Download or Purchase 2013 Download or Purchase 2014

2014 Statistical Factbook.  A compilation of hundreds of facts about data-driven marketing enhanced this year with an added retail chapter, expanded data chapter and thought-leadership pieces in the form of chapter introductions from prominent thought leaders and luminaries.


  • Also, check out our DMA Advance Saturday Stats series featuring cool tidbits from our Statistical Fact Book.

The New Rules of the Road: Marketing Data Governance in the Era of Big Data

  • “The New Rules of the Road: Marketing Data Governance in the Era of Big Data” explores the current state, and future evolution, of marketing data governance strategies that enterprises are using to foster consumer trust and build business success.   Released in July 2013 in partnership with Winterberry Group.

Download your FREE copy

A Digital Marketer’s Guide to Canada’s Anti-Spam Law (CASL) from the Advocacy SIG of the DMA Email Experience Council

Download this high level overview of the requirements of the new law that takes effect July 1, 2014 and impacts any email marketer sending commercial messages to Canadian citizens. You’ll find steps to take to prepare for compliance and important dates to keep in mind for various requirements, along with a number of online resources that should assist you in your compliance efforts.

Download your FREE copy

DMA Member Research & Whitepapers

Table of Contents:


Relevancy Group: Marketer Quarterly [March 2014]

The latest issue of The Marketer Quarterly explores the challenges and opportunities facing marketers in today’s mobile economy. In this issue:

  • An excerpt from The Relevancy Group’s Consumer Mobile Survey. The research unlocks new insights into how consumers access their email and interact with marketers on mobile.
  • Gilt shares the inside story on their mobile app business.
  • Trulia explains why TV makes sense for a digital company.
  • Gamestop reveals their secrets to omnichannel success.
  • FedEx gives marketing leadership insights.
  • Our editorial team rides alongside the CMO of The Weather Channel.
  • Plus you’ll find Practical columns on the tablet trend paradox, wearable marketing potential, mobile makeovers for ESPs and tips on optimizing for mobile.

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Movable Ink: US Consumer Device Preference Report: Q1 2014 [January 2014]

More and more Americans are turning to tablets when it comes to interacting with consumer brands, according to a new research report from Movable Ink. The data reveals that 18.5% of marketing emails were opened on a tablet in the first quarter, up from 16.5% from the previous quarter, and from 13.8% when Movable Ink first started reporting on device usage statistics in Q2 2013. The US Consumer Device Preference Report also shows that there are only 13 states remaining where desktop email opens exceed smartphone opens. By comparison, the country was evenly split just nine months ago, underscoring how rapidly the mobile takeover is occurring.

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Return Path: Email Win Back Programs: Everyone Recommends Them, But Do They Work? [January 2014]

A new research study from Return Path examines how email marketers can use win-back campaigns to develop healthy lists and maintain inbox placement rates. “Email Win-Back Programs: Everyone Recommends Them, But Do They Work” finds that understanding how many days to wait before removing people from your file – especially at specific mailbox providers like Gmail – is the key to keeping lists free enough of inactive subscribers to prevent poor inbox placement without unnecessarily ending marketing relationships.

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Ernan Roman eBook: 5 Ways to Use Human Data To Drive Deep Engagement [January 2015]

This new eBook, authored by DMA Hall-of-Fame inductee Ernan Roman, aims to help marketers use preference-driven personalization to achieve significant increases in response and revenue. Learn how to use the power of opt-in preference “human data” to drive unprecedented levels of engagement. With recommendations based on insight from industry thought leaders and findings based on extensive research with top companies such as IBM, MassMutual, QVC, and Microsoft, this eBook will help you understand what it takes to deliver on the promise of true personalization and provide you with the strategies to make it happen at your company.

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Ernan Roman eBook: 5 Strategies for Transforming Your Customer Relationships [March 2014]

This new eBook provides strategies and actions for transforming your customer experience. That is a pretty tall order! However, author Ernan Roman has been leading the industry with his Voice of the Customer methodology for decades, and this book captures actionable, practical tips for turning your marketing into customer-driven relationships. In our modern, social and digital-lifestyle-driven society, marketing has become more about engagement than broadcast. This brief eBook is well organized and will have you quickly applying new ideas to your own programs.

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OtherLevels: Retail Mobile Messaging Study[2014]

The research focuses on how top internet retailers use native (app-centric) mobile messaging channels such as push, in-app alerts, local notifications, the rich inbox and more. 77% of the top 100 internet retailers have published a mobile app; however, only a third of those with an app actually send push notifications to their mobile users. By and large retailers are not using all the available communication options that publishing an app gives them. Only 2% of top 500 Internet retailers actually have a rich inbox in their app. Rich Inboxes are an app inbox that can pull HTML content from a server and deliver relevant offers every single time a user opens the app on their mobile device.

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Infocore: Global Marketing Data Index Report: BRAZIL[April 2014]

The GMDI-Brazil includes objective research into dozens of influences and dynamics, including the country’s political and economic landscape, the availability and quality of infrastructure to support direct marketing, the quality and quantity of available data, and the on-the-ground complexities and limitations which could have dramatic effects on a marketer’s plans in a given country. Developed by a team of experts and researchers at Infocore, and supported by a network of private and public data sources, experts and specialized service providers, the report provides both a single, rolled up country score comprised of 54 separate sub-scores combined together in a proprietary, weighted scoring model, which allocates appropriate emphasis to each sub element. (Registration required.)

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Nielsen: The US Digital Consumer Report [February 2014]

It has never been a more important time to know how consumers are behaving than in today’s fast evolving digital environment. These trends in digital technology are propelling consumers’ new multiscreen, constantly connected lifestyles.

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RedPoint Global Inc: Guide to Customer Data Platforms [December 2013]

This study is intended to help marketers who might consider a CDP as a way to build their customer database. It introduces the CDP concept, describes the attributes that define a CDP, discusses the current market and trends, and profiles important CDP systems. The goal is to give marketers and technology staffs enough information to identify CDP vendors who might meet their needs and to make a suitable selection.

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Emailvision: Digital Marketing Quarterly [Jan 2014]

This quarterly digest is focused on delivering digital marketing insights and trends from industry experts. Covering issues from top level announcements to digital marketing strategy, the Digital Marketing Quarterly offers you a global view of all current developments in the industry.

Recent emphasis has been given to personalization technology and the struggle marketers have to create actionable insights from their big data.

Digital Marketing experts at Emailvision explain why digital marketers should take note of Obama’s online marketing strategy – seen as the best-run campaign ever and why there’s never been a more challenging or exciting time to be a marketing leader.

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EmailVision:The Retail Marketing Challenge Report [January 2013]

Retailers have worked hard to adopt systems and incorporate strategies that create positive brand experiences, drive footfall to their stores and bring traffic to their online sites. However, for most retailers, marrying the store experience and the online experience has been a challenge. While these business areas coexist, they are often developed and executed independently of each other, supported by disparate teams and systems…

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Nielsen: Millennials: Breaking the Myths [February 2013]

Millennials are the social generation – constantly connected to their social circles via online and mobile. They prefer to live in dense, diverse urban villages where social interaction is just outside their front doors. They value authenticity and creativity, and they buy local goods made by members of their communities. They care about their families, friends and philanthropic causes. But they’re also coming of age in the most dire economic climate since the Great Depression–making their families, communities and social networks even more valuable as they band together.

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Top DMA members are welcome to submit your whitepapers and resources.  Just contact your account manager or our membership team for more info.