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DMA: Data and Marketing Association
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Business Report

The DMA Business Report provides the data and marketing community with a twice per year review that tracks the growth of data-driven marketing (DDM) across four key indicators – expenditures, revenues, marketing channel mix and prevailing business priorities.

As we report on these key benchmarks, we’ve also expanded our focus to cover issues we see emerging in the field at an ever-quickening pace. Issues like attribution, customer identity, privacy, investments in marketing tech, and others will be front and center as we continue to refine and enhance the reporting that DMA provides to its members and the public, providing you with in-depth, prescient research on topics that are of key importance to the marketing industry in real time.

You will find these twice a year studies engaging, relevant, and thought-provoking, while allowing you to track time-tested benchmarks for year-over-year comparisons to help shape your business.

The DMA Business Report is published by the Data & Marketing Association – the largest US data and marketing association – with research and analysis provided by Winterberry Group, a New York-based strategic consulting firm serving the advertising, marketing services, media and information industries. Its conclusions are based on results from an online survey of DMA members. Survey data is comprised of the responses of hundreds of survey respondents, including marketers and marketing services (including agency services), and technology providers. The DMA Business Report is a member benefit included with all DMA memberships.

DMA Business Report Cover

List Price: $49.00 | DMA Member Price: $0.00


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Are marketers realizing the full potential of their data?

Data-driven marketers have long-known that insights generated from behavioral and transactional data deliver demonstrable results in terms of customer loyalty, engagement and market growth. Now, thanks to the maturation of adtech and martech solutions, modern marketers are finding it easier than ever to tailor messages in real-time, deliver them with greater precision, gain instant feedback on the success of their campaigns – and save money in the process.

Yet, with so many potent marketing weapons, why are some marketers still reluctant to abandon the status quo of intuition, gut-checks and best-guesses? Because, data-driven marketing has moved beyond a series of projects and campaigns, and is now an ongoing loop of engagement and learning.

It requires changes within marketing organizations that demand new skillsets, new processes, new suppliers – and even new ways of looking at customer relationships – especially when it comes to social media and attribution.

Forward-thinking brands are implementing data platforms to collect, and analyze the potential of their data assets. From programmatic media buying to yield optimization platforms, marketing leaders are enabling the automation of complex media and messaging strategies. Which leads to campaigns that perform better.

Learn more about building the skills you need – from social media attribution to martech and adtech tools – to compete today.

Download the DMA Business Report today.
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