DMA: Data and Marketing Association
Consumer Help

The Data-Centric Organization: Transforming for the Next Generation of Audience Marketing


In recent decades, advertising and marketing have undergone a number of transformative shifts. Underlying the change has been a common theme: the growing role of data.

But while data has proliferated in volume and availability, the organizations that aim to use it haven’t evolved at the same pace. Many enterprises remain saddled with legacy technology, operating processes and talent constraints that keep them from realizing the potential of the information at their disposal.

With this in mind, DMA and IAB’s Data Center of Excellence teamed up with Winterberry Group to explore the challenges and opportunities data users are encountering in their efforts to become “data-centric” across all facets of their interactions. In this webinar, we’ll review the results of Winterberry Group’s research, highlighting:

  • The role that people, technology platforms, supply chain partners and business processes play in supporting a “data-centric” business transformation
  • Challenges and pitfalls that marketers, publishers and others encounter in their efforts to leverage data across their businesses, and
  • A framework for marketing and advertising practitioners to adopt as they attempt to make data more integral to their organization’s work.

This research was made possible through a collaboration between the DMA and the IAB Data Center of Excellence, which leveraged the contributions of member companies, including Acxiom, comScore, Conversant, Experian, GfK, Integral Ad Science, LiveIntent, MediaMath, Nielsen Marketing Cloud, Oracle Data Cloud, Valassis Digital, and The Weather Company. The research was also supported through the additional sponsorship of Merkle, V12 Group, and Valassis Digital.



Jonathan Margulies

Managing Director
Winterberry Group

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.

A strong advocate for the continued integration of both technology and information in the fabric of marketing execution, Mr. Margulies sits on the Interactive Advertising Bureau’s Data Council, and his perspectives have been published or cited by nearly all major marketing industry trade publications, including AdExchanger, Advertising Age, Adweek, B2B Magazine, DM News, Direct, eMarketer, Multichannel Merchant and The New York Times. Prior to joining the Firm, he served as communications director for the Sergeants Benevolent Association, a 10,000-member organization of New York City police supervisors. Earlier, he held positions in marketing, public relations and digital media at British Airways USA, Burson-Marsteller, Hill & Knowlton and the New York Mets baseball club.

In addition to his work at Winterberry Group, Mr. Margulies oversees the delivery of pro bono consulting services to New York City-area non-profit organizations as a project manager with the Taproot Foundation. He received a B.S. in economics, with a concentration in management, from the Wharton School of the University of Pennsylvania.


Patrick Dolan


Patrick Dolan is the Executive Vice President and Chief Operating Officer at the Interactive Advertising Bureau. Mr. Dolan is responsible for finance, operations, costs, compliance, and risk management. In addition, he works closely with the rest of the executive management team to supervise strategy and revenue optimization.

Mr. Dolan served as the director of finance for George Soros’ network of philanthropic entities, the Open Society Institute, in Europe. Based in Budapest, he managed a budget of over $500 million disbursed in over 20 countries in Europe and the former Soviet Union.

Following the Open Society Institute, Mr. Dolan joined DoubleClick, Inc. first as their Director of International Finance and later as Director of Business Operations. Mr. Dolan was responsible for establishing international financial operations as well as developing new businesses that DoubleClick, Inc. acquired, including Abacus.

In 2001, Mr. Dolan moved to Miami to assume the position of Executive Director of Finance and Operations for The Locomotion Channel, a cable channel co-owned by Hearst Entertainment and Corus Entertainment which broadcast in Latin America.

Mr. Dolan later served as CFO of the Early Learning Coalition of South Florida, a not-for-profit with a budget of over $160 million, and most recently ran his own business management consulting firm where he worked with clients in New York, Miami and other U.S. cities on issues including trade association product development, business operations, forecasting, budgeting, financial management and marketing.

Mr. Dolan received his B.A. in Economics from the University of Virginia and his MBA from Virginia Commonwealth University.


Neil O'Keefe

SVP, CRM & Member Engagement

Neil O’Keefe joins DMA as SVP, CRM & Member Engagement. As a member of the DMA Leadership Team, O’Keefe will lead member engagement efforts. This includes DMA membership onboarding & retention, and member communities. O’Keefe is also responsible for managing DMA database and CRM initiatives.

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 tactics for deploying email, SMS, app pushes and direct mail to increase customer value and engagement.

Prior to his role at The Home Depot, O’Keefe served in several senior roles with Spiegel Brands, Inc., where he redesigned that company’s planning processes by incorporating customer channel preference and increased Internet marketing investment, allowing for a significant reduction in selling expenses. Additionally, O’Keefe directed the integration of Internet analytics for Spiegel Brands’ marketing database.

O’Keefe began his career as a manager at Hanover Direct, and in ensuing years, took on senior leadership positions at such companies as Newport News Inc. in New York and Regal Greetings and Gifts in Toronto, Ontario.

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