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DMA: Data and Marketing Association
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As marketing moves into the digital future, ongoing and in-depth research becomes more important than ever. Data & Marketing Association provides original insight into the challenges faced by the data-driven marketing industry today.

DMA’s cutting-edge research covers all channels and media, allowing organizations to keep pace with trends and measure their company’s success.

DMA provides marketers, agencies, solution providers and media companies with a wealth of resources to inform their investments, strategies and campaigns. With rich insights around omnichannel, social, digital, email, direct mail, mobile, etc. we help you stay informed so that you can stay a step ahead of the curve.

Supported by: Experian

Attribution and the Empowered Marketer

This complimentary white paper represents the effort to crystallize some of the key issues facing marketers as they look to advance their attribution efforts.

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Sponsored by: Acxiom, Criteo and SG360

A Roadmap to “Omnichannel” Activation

This shines a light on those practices so as to help marketers across all vertical industries apply a set of established best practices to the deployment of their own omnichannel programs.

Download Now
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State of Data 2017

List Price: Complimentary
DMA Member Price: Complimentary

The IAB Data Center of Excellence and the Data & Marketing Association (DMA) have released “The State of Data 2017,” a study showing that U.S. companies will have spent $10.05 billion on third-party audience data in 2017 for advertising and marketing efforts, while slightly more – $10.13 billion – will have been spent on third-party solutions to support its activation. Research was compiled by Winterberry Group.

Results also reveal the top third-party audience data types: Omnichannel, Transactional, Digital, Specialty, Identity.

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Attribution and the Empowered Marketer

List Price: Complimentary
DMA Member Price: Complimentary

In an age where consumers absorb information through multiple channels and devices, brand marketers are working to improve their attribution capabilities in order to more accurately measure the impact of cross-channel efforts. Many are coming to see attribution as a source of definitive competitive advantage. This report represents the effort to crystallize some of the key issues facing marketers as they look to advance their attribution efforts with an eye on those critical objectives—thus empowering marketers everywhere to improve their own attribution efforts.

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DMA Business Report

List Price: $49.00
DMA Member Price: $0.00

The DMA Business Report, published two times per year, tracks the evolution of data-driven marketing (DDM) across four key areas – expenditures, revenues, marketing channel mix and prevailing business priorities, and tackles emerging issues of increasing importance to the marketing industry such as attribution, customer identity, privacy, and investments in marketing tech. Engaging, relevant, and thought-provoking, the Business Review enables you to track time-tested benchmarks for year-over-year comparisons to help shape your business. Produced in collaboration with Winterberry Group.

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2017 DMA Analytics Journal

List Price: $27 / $27
DMA Member Price: $0 / $19

A leading resource in advanced analytics, the 2017 DMA Analytics Journal features original articles written by data scientists, academicians and experienced practitioners in the marketing analytics field. Each article covers new approaches to data driven advanced analytic methodologies as well as case studies for optimizing marketing strategy. The Journal is published by the DMA Analytics Community whose members share knowledge on structured and unstructured data; attribution; behavioral, mobile, and predictive analytics; AI, VR, AR and IoT developments.

Purchase the Electronic Copy Purchase the Hard Copy

Global Review of Data-Driven Marketing and Advertising

List Price: $49.95
DMA Member Price: Complimentary

Third annual global study undertaken by DMA, GlobalDMA, and the Winterberry Group. It is the only globally comprehensive study into data-driven marketing practices at the quantitative level, including responses from over 3000 participants in 17 global markets.

DDMA has gone from niche discipline to taking center stage in the development of offers, messages and experiences that span virtually every customer touchpoint. And now, in its 3rd edition, the Global Review of Data-Driven Marketing and Advertising allows companies to benchmark themselves against the rest of the world regarding data-driven marketing practices. It provides a fascinating insight into global adoption of data-driven marketing channels and techniques, maturity levels, investment sentiment, industry challenges and emerging trends for the coming year. The research provides a worldwide view of the common ground and differences that exist in different countries and regions around the globe.

Download Now

DMA/Winterberry Group Quarterly Business Review: Q3 2016

List Price: $49.95
DMA Member Price: Complimentary

The DMA/Winterberry Group Quarterly Business Review: Third Quarter of 2016 tracks trends in four key economic indicators: – Data-driven marketing (DDM) expenditures, DDM-generated revenue, DDM channel mix, DDM priorities. This report is produced four times a year as part of a partnership with Winterberry Group, a strategic consulting firm specializing in helping marketing firms increase a shareholder value.

InFocus Featured Topic: Cross-device audience identification, exploring to what extent marketers are prioritizing efforts to recognize and engage with customers across media.

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Next-Generation TV: An Overview of the Existing Landscape And a Recommended Approach for Cultivating Continued Innovation in the Ecosystem

List Price: $179
DMA Member Price: Complimentary

The newly-released “Next-Generation TV” white paper, commissioned by the Data & Marketing Association (DMA), provides an overview of the myriad of consumer and economic benefits of Next-Generation TV. Second, we examine the current legal and regulatory landscape around which the Next-Generation TV ecosystem currently exists. We conclude by discussing a recommended approach involving robust self-regulation to help ensure the continued cultivation of innovation in the Next-Generation TV ecosystem.

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From Theory to Practice: A Roadmap to “Omnichannel” Activation White Paper

List Price: Complimentary
DMA Member Price: Complimentary

This white paper, developed in partnership with DMA and through the sponsorship of Acxiom Corporation, Criteo and SG360, aims to shine a light on those practices so as to help marketers across all vertical industries apply a set of established best practices to the deployment of their own omnichannel programs. Based on an intensive research effort that included telephone and online surveys of more than 100 marketers and service providers, it will establish that successful omnichannel strategies are grounded in three universal ingredients: Recognition, Engagement and Orchestration.

Download Digital Copy

Value of Data Bundle

List Price: $199
DMA Member Price: Complimentary

Order two of our Value of Data reports: “Future Trends in Data-Driven Marketing” and “Consequences for Insight, Innovation & Efficiency in the U.S. Economy” commissioned by the Data & Marketing Association (DMA) and its Data-Driven Marketing Institute (DDMI).

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Value of Customer Data 2016: Future Trends in Data-Driven Marketing

List Price: $179
DMA Member Price: Complimentary

The newly-released “Future Trends in Data-Driven Marketing” report, commissioned by the Data & Marketing Association (DMA) and its Data-Driven Marketing Institute (DDMI), explores the future value of data and how a data-driven future will different from the present. The research was conducted by Harvard Business School Professor John Deighton and Peter Johnson, Principal at mLightenment Economic Impact Research and recent Columbia University professor.

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DMA/IAB Data-Centric Organization Whitepaper

List Price: Complimentary
DMA Member Price: Complimentary

Developed through a groundbreaking partnership between DMA and Interactive Advertising Bureau’s Data Center of Excellence, this whitepaper, researched and written by Winterberry Group compiled an executive-level outreach effort including online, telephone and in-person surveys of over 200 thought leaders— will address key questions that enterprises are encountering as they attempt to transform with an eye on becoming “data-centric” in both theory and action.

Key Questions addressed:

  • How should organizations reinvent themselves to support data-driven approaches to marketing and media?
  • Where should they prioritize their investments to ensure greatest impact?
  • And what kind of progress has the industry made toward these objectives?
Download Digital Copy

DMA/Winterberry Group Quarterly Business Review: Q2 2016

List Price: $49.95
DMA Member Price: Complimentary

The DMA/Winterberry Group Quarterly Business Review: Second Quarter of 2016 tracks trends in four key economic indicators: – Data-driven marketing (DDM) expenditures, DDM-generated revenue, DDM channel mix, DDM priorities. This report is produced four times a year as part of a partnership with Winterberry Group, a strategic consulting firm specializing in helping marketing firms increase a shareholder value.

Download Now

2016 DMA Analytics Journal

List Price: $49 / $69
DMA Member Price: $0 / $49

A leading resource in Big Data, the 2016 DMA Analytics Journal features original articles written by data scientists, academicians and experienced practitioners in the direct marketing field. Each article covers new approaches to data driven advanced analytic methodologies as well as case studies for optimizing marketing strategy. The Journal is published by the DMA Analytics Community whose members share knowledge on data optimization, attribution, behavioral, mobile, and predictive analytics.

Electronic Copy Hard Copy

DMA/Winterberry Group Quarterly Business Review: Q1 2016

List Price: $49.95
DMA Member Price: Complimentary

The DMA/Winterberry Group Quarterly Business Review: First Quarter of 2016 tracks trends in four key economic indicators: – Data-driven marketing (DDM) expenditures, DDM-generated revenue, DDM channel mix, DDM priorities. This report is produced four times a year as part of a partnership with Winterberry Group, a strategic consulting firm specializing in helping marketing firms increase a shareholder value.

InFocus Featured Topic: Measurement and attribution—evaluating practitioner capabilities, priorities and needs for improved efforts.

Download Now

DMA/Winterberry Group Quarterly Business Review: Q4 2015

List Price: $49.95
DMA Member Price: Complimentary

The DMA/Winterberry Group Quarterly Business Review: Third Quarter of 2015 tracks trends in four key economic indicators: – Data-driven marketing (DDM) expenditures, DDM-generated revenue, DDM channel mix, DDM priorities. This report is produced four times a year as part of a partnership with Winterberry Group, a strategic consulting firm specializing in helping marketing firms increase a shareholder value.

InFocus Featured Topic: The role of the economy and how various developments are likely to impact the DDM practice.

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The Value of Data 2015: Consequences for Insight, Innovation & Efficiency in the U.S. Economy

List Price: $295
DMA Member Price: Complimentary

Newly-released findings show that the Data-Driven Marketing Economy (DDME) contributed nearly 1 million jobs to the United States in 2014, and added $202 billion in revenue to the U.S. economy. The new research, commissioned by the Direct Marketing Association (DMA) and titled “The Value of Data 2015: Consequences for Insight, Innovation & Efficiency in the U.S. Economy,” builds on the seminal Value of Data report released in 2013 and quantifies the growth in the data-driven marketing economy (DDME). The DDME saw a 49 percent increase in jobs and 35 percent growth in revenue between 2012 and 2014.

The report was undertaken by Professor John Deighton of the Harvard Business School and Peter Johnson of mLightenment Economic Impact Research and a recent Columbia University professor.

Download Now

Global Review of Data-Driven Marketing and Advertising

List Price: $49.95
DMA Member Price: Complimentary

Second annual global study undertaken by DMA, GlobalDMA, and the Winterberry Group. It is the only comprehensive study into data-driven marketing practices at the quantitative level, including responses from over 3000 participants from 17 global markets.

The Global Review: Data-Driven Marketing and Advertising around the world now allows companies to benchmark themselves against the rest of the world regarding data-driven marketing practices. It provides a fascinating insight into global adoption of data-driven marketing channels and techniques, maturity levels, investment sentiment, industry challenges and emerging trends for the coming year. The research provides a worldwide view of the common ground and differences that exist in different countries and regions around the globe.

Download Now

DMA/Winterberry Group Quarterly Business Review: Q3 2015

List Price: $49.95
DMA Member Price: Complimentary

The DMA/Winterberry Group Quarterly Business Review: Third Quarter of 2015 tracks trends in four key economic indicators: – Data-driven marketing (DDM) expenditures, DDM-generated revenue, DDM channel mix, DDM priorities. This report is produced four times a year as part of a partnership with Winterberry Group, a strategic consulting firm specializing in helping marketing firms increase a shareholder value.

InFocus Featured Topic: The role of agencies, including drivers fueling DDM agency use and priorities.

Download Now

DMA/Winterberry Group Quarterly Business Review: Q2 2015

List Price: $49.95
DMA Member Price: Complimentary

The DMA/Winterberry Group Quarterly Business Review: Second Quarter of 2015 tracks trends in four key economic indicators: – Data-driven marketing (DDM) expenditures, DDM-generated revenue, DDM channel mix, DDM priorities. This report is produced four times a year as part of a partnership with Winterberry Group, a strategic consulting firm specializing in helping marketing firms increase a shareholder value.

Download Now

2015 DMA Analytics Journal

List Price: $69.00
DMA Member Price: Complimentary

A leading resource in Big Data advanced analytics, the 2015 DMA Analytics Journal features original articles written by data scientists, academicians and experienced practitioners in the direct marketing field. Two sections cover new approaches to data driven advanced analytic methodologies as well as case studies for optimizing marketing strategy. The Journal is published by the DMA Analytics-CRM Community whose members share knowledge on data optimization, attribution, behavioral, mobile, and predictive analytics.

Download Now

DMA/Winterberry Group Quarterly Business Review: Q1 2015

List Price: $49.95
DMA Member Price: Complimentary

The DMA/Winterberry Group Quarterly Business Review: First Quarter of 2015 tracks trends in four key economic indicators: – Data-driven marketing (DDM) expenditures, DDM-generated revenue, DDM channel mix, DDM priorities. This report is produced four times a year as part of a partnership with Winterberry Group, a strategic consulting firm specializing in helping marketing firms increase a shareholder value.

InFocus Featured Topic: Technology and the tools used to power data-driven initiatives.

Download Now

DMA/Winterberry Group Quarterly Business Review: Q4 2014

List Price: $49.95
DMA Member Price: Complimentary

The DMA/Winterberry Group Quarterly Business Review: Fourth Quarter of 2014 tracks trends in six key economic indicators:

-Direct and Digital Marketing (DDM) Spending -Revenue Generated from Digital and Direct Marketing Activity
-Profitability
-Staffing
-Media Mix and Activity

Factors Affecting Direct & Digital Marketing This report is produced four times a year as part of a partnership with Winterberry Group, a strategic consulting firm specializing in helping marketing firms increase a shareholder value.

Download Now

DMA/Winterberry Group Quarterly Business Review: Q3 2014

List Price: $49.95
DMA Member Price: Complimentary

The DMA/Winterberry Group Quarterly Business Review: Third Quarter of 2014 tracks trends in six key economic indicators:

-Direct and Digital Marketing (DDM) Spending -Revenue Generated from Digital and Direct Marketing Activity
-Profitability
-Staffing -Media Mix and Activity

Factors Affecting Direct & Digital Marketing This report is produced four times a year as part of a partnership with Winterberry Group, a strategic consulting firm specializing in helping marketing firms increase a shareholder value.

Download Now

An Essential Guide to Data Breach Notification

List Price: Complimentary
DMA Member Price: Complimentary

Protect the brand equity you’ve worked so hard to build. Prepare for data breach notification with An Essential Guide to Data Breach Notification. This all-new 234-page guide from DMA arms you with everything you need to know about data breach notification on a state and federal level.

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DMA/Winterberry Group Quarterly Business Review: Q1 2014

List Price: $49.00
DMA Member Price: Complimentary

The DMA/Winterberry Group Quarterly Business Review: First Quarter of 2014 tracks trends in six key economic indicators:

– Direct and Digital Marketing (DDM) Spending
– Revenue Generated from Digital and Direct Marketing Activity
– Profitability
– Staffing
– Media Mix and Activity

Factors Affecting Direct & Digital Marketing This report is produced four times a year as part of a partnership with Winterberry Group, a strategic consulting firm specializing in helping marketing firms increase a shareholder value.

Download Now

DMA/Winterberry Group Quarterly Business Review: Fourth Quarter 2013

List Price: $49.95
DMA Member Price: Complimentary

DMA Research and Winterberry Group worked together to produce the Quarterly Business Review: Fourth Quarter of 2013.

Download Now

DMA/Winterberry Group Quarterly Business Review: Third Quarter 2013

List Price: $49.95
DMA Member Price: Complimentary

DMA Research and Winterberry Group worked together to produce the Quarterly Business Review: Third Quarter of 2013.

Download Now

The Power of Direct Marketing: ROI, Sales, Expenditures, and Employment in the US, 2011 -2012 Edition

List Price: $595.00
DMA Member Price: $295.00

Power your strategic decisions with this unrivaled report on the size and scope of direct marketing in today’s US economy. The Power of Direct Marketing gives you access to top-line comprehensive analyses and forecasts from the DMA/Global Insight economic model highlighting direct marketing ROI, advertising expenditures, DM-driven sales, impact, and employment. Whether you want to benchmark last year’s performance, plan for the coming year, or create a long-term strategy, the Power of Direct Marketing can provide the data.

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