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Attribution and the Empowered Marketer

White Paper September 2017

This report represents our effort to crystallize some of the key issues facing marketers as they look to advance their attribution efforts with an eye on their critical objectives. We hope you’ll find its conclusions useful, and we look forward to engaging with many of you in the effort to advance the cause of attribution—and the empowerment of marketers everywhere.

Outlook for Data-Driven Marketing in 2017

Conference Presentation January 2017

Presented by Bruce Biegel at the DMCNY Luncheon 2017

The Global Review of Data-Driven Marketing and Advertising Appendix: Marketplace Snapshots

White Paper January 2017

The Global Review of Data-Driven Marketing and Advertising Appendix: Marketplace Snapshots

The Global Review of Data-Driven Marketing and Advertising

White Paper January 2017

Our first two editions of The Global Review, published in 2014 and 2015, identified
and then confirmed a development that’s rapidly reshaping the approach by which
organizations interact with their customers. All around the world, we found, the use of
data was emerging from narrow origins—linked to specialty practices such as “direct
marketing” and “customer analytics”—to play a more prominent role in how virtually
all businesses engage in the work of marketing and advertising.

The Outlook for Data 2017

Conference Presentation January 2017

Published in partnership with IAB's Data Center of Excellence

From Theory to Practice: A Roadmap to "Omnichannel" Activation

White Paper November 2016

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. Critically, 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 white paper, developed in partnership with DMA and through the sponsorship of Acxiom Corporation, Criteo and SG360, aims to shine a light on those practices so as to help marketersacross all vertical industries apply a set of established best practices to the deployment of their own omnichannel programs. Based on an intensive research effort that included telephone and online surveys of more than 100 marketers and service providers, it will establish that successful omnichannel strategies are grounded in three universal ingredients:

Recognition: the persistent identification of individual audience members—including both customers and prospects—as they engage with various promotional and transactional touch points.

Engagement: the maintenance of a robust, fluid mix of customer-facing channels, to be deployed in such a way that delivers the best possible customer experience (while leveraging the inherent strengths of each channel)

Orchestration: the coordinated management of the promotional and transactional customer experience, leveraging a combination of data-driven insights and foundational infrastructure supporting optimal channel selection, messaging, cadence, personalization and fulfillment of all appropriate customer preferences.

The State of Consumer Data Onboarding: Identity Resolution in an Omnichannel Environment

White Paper November 2016

The State of Consumer Data Onboarding: Identity Resolution in an Omnichannel Environment

Serving Up a Fresh Approach to Growth: How Restaurants are Driving Competitive Advantage

White Paper November 2016

Ask virtually anyone connected to the restaurant industry—senior executive, marketing manager,
franchisee, general manager, even chef—and they’ll share one universal frustration: the job of
building and sustaining a successful restaurant business is growing more challenging every day.
For marketers, the pressures are particularly acute. While they contend with the same customer
trends and competitive demands that keep their colleagues up at night—How will a new offer
perform if we have to publish calorie counts on our menu? How can I compete against new,
nimbler competitors migrating from other categories?—they must go about their work while the
very nature of marketing is changing all around them.
Driven largely by the proliferation of customer data and the emergence of new, disruptive
technologies, marketers are increasingly expected to support more promotional channels while
providing for a consistent, personalized guest experience. They’re being called on to maintain
real-time promotional responsiveness while providing their organizations with deeper insights
into guest behaviors, desires and preferences. And, yes, they’re increasingly having to do it all
within the parameters of budgets and calendar demands that change little from year to year.

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

White Paper September 2016

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

2016 Annual Outlook: What to Expect in Direct and Digital Marketing

Conference Presentation January 2016

Presented by Bruce Biegel at the DMCNY Luncheon 2016

The Outlook for Data 2016: A Snapshot Into Digital Media and the Evolving Role of Audience Insight

Conference Presentation January 2016

This inaugural edition of The Outlook for Data found that digital media practitioners focused their 2015 efforts predominately on the continued expansion of their programmatic displaymedia buying initiatives. In the year ahead, these
same stakeholders expect to shift their attention and resources to programmatic approaches across emerging channels and formats—as well as to solving for audience recognition across devices

The Global Review of Data-Driven Marketing and Advertising 2015

White Paper December 2015

Our inaugural “Global Review” research effort, published in late 2014, made a clear and unambiguous declaration about the role of information in supporting marketing and advertising around the world: Data matters.

This year—after nearly 3,000 marketers, service providers and other global industry participants lent their insights to help us understand how that practice is changing amidst a constant stream of technological, macroeconomic and media change—we can now offer a corollary that’s equally clear, but even more compelling: Not only does data matter, but it’s coming to represent a central pillar of marketing, advertising and customer experience practice, all around the globe.

This second annual survey of data-driven marketers, service providers and technologists across 17 global markets reveals, among other findings, that data is growing even more important marketing and media practices, a desire to be “customer-centric” is fueling data-driven marketing and advertising efforts more than anything else, all around the world, and that the availability and use of various types of data varies considerably across markets.

The Global Review 2015 Appendix: Marketplace Snapshots

White Paper December 2015

Market snapshots across each of the 17 countries surveyed in “The Global Review of Data-Driven Marketing and Advertising"

In-App Advertising: Defining the Market and Its Unique Dynamics

White Paper December 2015

As consumer consumption habits change, so too do advertiser and publisher strategies for actively reaching their desired audiences. These stakeholder groups are consistently looking for tactics aligned with consumer and market trends that can enhance the value of their marketing spend.

In-app advertising is a high-value, yet underutilized tactic that sits at the center of—and is an active response to—a number of key trends disrupting and shaping the digital marketing landscape, notably: increased consumer time spent on mobile devices, the rise of content and video as an engagement mechanism, and a demand for formats that mitigate fraud.

This paper seeks to provide a better understanding of in-app advertising, its formats, and use cases.

Data as Competitive Advantage

White Paper October 2015

As data continues to democratize—as it grows in both volume and velocity, and as the tools used to support its application grow simpler, less expensive and more actionable—its importance is only likely to grow as a driver of virtually all marketing, advertising and media interactions.

But that growing role, and the growing propensity of both marketers and publishers to adopt the "data-driven" approach, raise a series of important questions: If everyone is turning to information as a bridge to better audience interactions, is there sufficient opportunity for anyone—advertiser, marketer, digital media provider, technology developer—to leverage that information for unique competitive advantage? How can that opportunity be unlocked? And what are the key ingredients to a lasting business edge built upon the foundation that is audience insight?

This white paper seeks to provide answers to those questions, clarifying the role that data plays in driving competitive business advantage across a range of advertising, marketing and digital media use cases.

Big Data, Big Dollars: U.S. Targeted Marketing Data Expenditures, 2010-2015

Conference Presentation February 2015

Presented by Bruce Biegel at RampUp! 2015

Marketing Data Technology: Cutting Through the Complexity

White Paper January 2015

Data and technology. Together, they’re upending the worlds of advertising and marketing. No longer just the province of the direct marketer (and recognized as the linchpin of the burgeoning "programmatic marketing" practice), consumer data is growing to support programs that span virtually all digital and traditional media.

But, today’s technology landscape is dauntingly complex. This white paper seeks to clarify how marketers are reconciling these questions and complexities as they seek to advance their utilization of consumer data technology used to support advertising and marketing functions

2015 Annual Outlook: What to Expect in Direct and Digital Marketing

Conference Presentation January 2015

Presented by Bruce Biegel at the DMCNY Luncheon 2015

The Global Review 2014 Appendix: Marketplace Snapshots

White Paper November 2014

Market snapshots across each of the 17 countries surveyed in “The Global Review of Data-Driven Marketing and Advertising”

The Global Review of Data-Driven Marketing and Advertising 2014

White Paper November 2014

Everywhere around the globe, across virtually all vertical markets and business functions, one marketing truth has emerged as universally clear: data matters.
Across each of 17 different global markets, our panel of data-driven marketers, technologists and service providers echoed those themes with overwhelming resonance. Though they come from different countries (working across various vertical markets, and representing disparate constituencies of the marketing economy), they were loud and clear in their consensus on a number of key issues.