DMA: Data and Marketing Association
Consumer Help

A Roadmap to “Omnichannel” Activation


Today, the practice of omnichannel is coming of age. Driven in large part by the proliferation of customer data and the emergence of powerful new marketing technologies (and helped along by the learnings accrued over about 20 years of trial-and-error), savvy marketers are finally seeing results from their efforts to deploy truly integrated marketing strategies across audiences of scale and vast complexity. As importantly, those successes are finally putting to rest old misconceptions about the relative value of disparate marketing channels, and helping brands fulfill a long-held promise: that their customers would ultimately reside at the center of their marketing efforts.

This webinar will address a recent white paper, developed in partnership with DMA and through the sponsorship of Acxiom Corporation, Criteo and SG360. The information shared will 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.

You will leave this webinar knowing:

  • How to deliver the best possible customer experience while leveraging the inherent strengths of each channel.
  • How to apply best practices in your own omnichannel program.
  • What’s the next frontier of omnichannel marketing?



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.


Neil O’Keefe

SVP, CRM & Member Engagement

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.

Prior to his role at The Home Depot, O’Keefe served in several senior roles with Spiegel Brands, Inc., where he redesigned the 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.

Together with:

  • winterberry-logo

Sponsored by:

  • sg360_logo-copy



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