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Attribution and the Empowered Marketer: A DMA Whitepaper


Earlier this month, the DMA Business Report revealed that only 7 percent of marketers were “very satisfied” with their attribution abilities. To address this gap, attribution has become a fundamental organizational priority across most marketing organizations.

And as the recent September 2017 white paper from DMA & Winterberry Group Attribution and the Empowered Marketer shows, more than 60 percent of marketers are interested in an attribution approach that enables them to optimize content across their media channels, while 55 percent express a desire to create more cohesive omnichannel strategies.

In an age where consumers absorb information through multiple channels and devices, brand marketers are working to improve their attribution capabilities to more accurately measure the impact of cross-channel efforts. As the industry develops a more holistic approach to measurement, attribution helps marketers improve the customer experience.

Join DMA’s SVP of Content & Marketing, Neil O’Keefe as he talks with author Jonathan Margulies, Managing Director of Winterberry Group on the report and its findings, including:

  • More than any other single channel, 75.8 percent of marketers include email in their cross-channel attribution efforts.
  • Though many factors conspire to hinder marketers’ attribution efforts, panelists said a combination of insufficient data (cited by 39.3 percent of panelists) and lack of a coordinated attribution strategy (35.5 percent) reflect the most significant barriers challenging their efforts.
  • When asked how partner organizations can support their attribution efforts, marketers express a desire for improved reporting tools (41.4 percent), internal team training (35.4 percent) and the support of cross-organizational goals (34.3 percent).
  • and more

Attribution and the Empowered Marketer was released in September 2017 by the Data & Marketing Association (DMA), in collaboration with Winterberry Group with support from Experian. It is the first in a new series of industry-leading whitepapers being published by DMA and Winterberry Group on a twice-yearly basis.



Jonathan Margulies

Managing Director
Winterberry Group LLC

With an extensive background in strategic communications and executive-level advocacy, Jonathan Margulies leads the development of Winterberry Group’s research and thought-leadership initiatives—including its popular series of white papers, quarterly economic analyses and working collaborations with industry and trade associations around the globe.

A journalist by training and sought-after presenter at conferences and symposia worldwide, Mr. Margulies is a recognized authority on issues of concern to digital, direct and brand marketers, as well as the community of technology developers, solution providers and financial investors that support their efforts. Since joining Winterberry Group in 2004, he has participated in or led over 80 intensive consulting engagements across the financial services, digital media, marketing automation and integrated services sectors—helping clients tackle a diverse array of challenges including long-range strategic planning, marketing operations alignment, product roadmapping, budgetary forecasting and M&A target identification and qualification.


Neil O'Keefe

SVP of Content & Marketing
Data & Marketing Association

Neil O’Keefe is DMA’s SVP, CRM & Member Engagement. In this role, O’Keefe is responsible for Business Insights, Marketing, Digital Strategy, Education, and Member Retention & Acquisition. As a senior executive on the DMA Leadership Team, O’Keefe leads the association’s strategy of modernizing the CRM and digital infrastructure. O’Keefe is also responsible for the reinvigoration of DMA’s communities and DMA’s Marketing Education Program, which delivers certifications in multiple marketing concentrations to a global audience. He also serves as Co-Executive of DMA’s Data-Driven Marketing Institute with colleague Lindsay Hutter, who is DMA’s Senior Vice President of Communications and PR.

Prior to joining DMA, Neil most recently served as the Senior Director of CRM for The Home Depot where he was responsible for developing the strategic approach to customer management and segmentation. O’Keefe implemented new strategies that elevated the relevance and personalization of The Home Depot marketing efforts. By eliminating data silos, and employing customer analytics, O’Keefe enabled The Home Depot to improve customer engagement and ROI through dynamic messaging and content across all marketing media. New tactics for deploying email, SMS, app pushes and direct mail created an omnichannel customer-centric approach within The Home Depot’s CRM initiatives.

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