Our Insights

Our point of view is grounded in key industry trends, informed by intensive research and thought leadership efforts



The Data-Centric Organization 2020

White Paper January 2020

The third installment of The Data-Centric Organization, this report explores how U.S. companies are evolving their business practices and functional priorities so as to better leverage data across their advertising, marketing and other engagement efforts. Published in partnership with the IAB’s Data Center of Excellence and using survey feedback, the paper reveals that data—and using that data to build trust with consumers—remains top-of-mind for marketers.

The Outlook for Data Driven Advertising & Marketing 2020

Conference Presentation January 2020

For more than a decade, Senior Managing Partner Bruce Biegel and the team he leads at Winterberry Group has produced the Outlook for Data Driven Advertising & Marketing research. The annual endeavor delivers spending forecasts and reviews the trends that are driving U.S. advertising and marketing spend in the New Year. In 2020, Bruce sees “high probability for solid growth.”

Marketing’s Privacy Mandate: Navigating a Fragmented Ecosystem of Solutions and Organization Demands

White Paper January 2020

Marketers are overwhelmed by issues related to privacy, including the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR). This research, designed specifically for marketers, navigates the landscape of solution providers for consent management and subject access requests.

2019 Outlook for Data

White Paper March 2019

Marketers, publishers, marketing service providers, and technology developers expect their spending on data and data-related services to increase in 2019, according to “The Outlook for Data 2019: A Snapshot Into the Evolving Role of Audience Insight” the fourth annual benchmarking report conducted on behalf of the IAB Data Center of Excellence released today by the IAB and research and consulting firm Winterberry Group.

This report will help practitioners benchmark their own practices and provide perspective on rapidly evolving industry priorities and developments, helping stakeholders plan their future initiatives.

Deconstructing Customer Data Platforms: Myths vs. Realities

White Paper March 2019

In the past few years, Customer Data Platforms (CDPs) have emerged as a proposed solution to a long-existing challenge: wrangling customer data into a persistent, universal profile and making the data available for analysis and action. Yet confusion remains as to what capabilities CDPs should have and how they best deliver value to marketers.

This report provides clarity on these questions by outlining the capabilities of all true CDPs, evaluating adjacent/alternative solutions, exploring the top use cases for these platforms and sharing a long-term outlook for the market. The paper also offers a step-by-step process by which brands can determine if a CDP meets their needs.

Winterberry Group 2019 Outlook for Data-Driven Marketing

Conference Presentation January 2019

Bruce Biegel's predictions for the top advertising and marketing trends to watch for in 2019.

The State of Data 2018

White Paper December 2018

An annual research initiative, published by Winterberry Group in partnership with the IAB's Data Center of Excellence, designed to help the U.S. advertising, marketing and media communities better understand how their peers are investing in audience data as a fundamental pillar of customer acquisition and engagement. Leveraging the results of an intensive primary research effort, The State of Data: Estimates U.S. advertiser/marketer spending on third-party audience data - as well as the services, technologies and hybrid activation solutions that support data-driven consumer and B2B marketing; outlines the major demand drivers impacting investment in data and related activation solutions; and aims to help practitioners benchmark their own investments in line with an evolving marketplace.

Know Your Audience: The Evolution of Identity in a Consumer-Centric Marketplace

White Paper August 2018

Marketing is in the midst of a paradigmatic shift—with a new, unified focus on audience identity emerging as the linchpin of marketing insight, measurement and attribution, media optimization and, perhaps most importantly, the delivery of better individual customer experiences. To that end, our extensive research process revealed that identity solutions are commanding growing attention, and investment, yet there remains substantial room for growth and improvement.

The Data-Centric Organization 2018

White Paper February 2018

“The State of Data 2017” (published in December 2017 by Winterberry Group in partnership with DMA and IAB’s Data Center of Excellence) revealed that U.S.-based marketers, publishers and other data users invested $20.19BB on third-party audience data and related services and solutions in 2017.

This research is aimed at showing how those organizations are applying those investments to capitalize on the value inherent in data as a potential driver of decisioning, messaging and superior customer experiences across all advertising and marketing functions.

The Outlook for Data 2018: A Snapshot Into the Evolving Role of Audience Insight

White Paper February 2018

The third annual benchmarking study exploring how digital marketing and media practitioners are using audience data, and how they intend to advance their data-centric use cases in the year ahead

Outlook for Data-Driven Marketing 2018

Conference Presentation January 2018

Bruce Biegel's predictions for the top advertising and marketing trends to watch for in 2018.

The State of Data 2017

White Paper December 2017

This report represents the first industry-wide effort to address that gap. By providing credible, practitioner-informed insight, we hope to demystify how U.S. companies are investing in audience data (and its associated support functions), helping practitioners benchmark their own spending against industry norms and establish a firmer basis for future investments.

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.

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

Outlook for Data-Driven Marketing in 2017

Conference Presentation January 2017

Presented by Bruce Biegel at the DMCNY Luncheon 2017

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.