DMA: Data and Marketing Association
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State of Data


The Data & Marketing Association (DMA) and the IAB Data Center of Excellence 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. However, slightly more – $10.13 billion – will have been spent on third-party solutions to support its activation. The research shows largest share of budgets for third-party activation solutions going to accuracy and brand safety. This webinar will address key findings of the report and how it affects your business and your customers .
Key takeaways:

  • The research, compiled by Winterberry Group and based on an analysis of financial information provided by a range of the nation’s leading commercial data providers, estimates that of the money spent on third-party solutions, $4.3 billion is expected to be spent in 2017 on supporting data integration, processing, and hygiene. These types of services help maximize the accuracy and actionability of audience data, while providing contextual brand safety.
  • Spending on hosting and management solutions is anticipated to hit $4.2 billion by end of the year.
  • Analytics, modeling, and segmentation solutions are expected to take in $1.63 billion.



Neil O’Keefe

SVP, Marketing & Content
Data & Marketing Association

Neil O’Keefe is the Data & Marketing Association’s SVP of Marketing & Content. In this role, O’Keefe is responsible for Business Insights, Marketing, Digital Strategy, and Education. 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 Emmett O’Keefe, who is DMA’s Senior Vice President of Advocacy.

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.


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.

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