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Data & Marketing Association (DMA) (formerly Direct Marketing Association (DMA)) | Interactive Advertising Bureau (IAB) | Winterberry Group
Data is from the September 2016 Winterberry Group report titled "The Data-Centric Organization: Transforming for the Next Generation of Audience Marketing" in partnership with Direct Marketing Association (DMA) and Interactive Advertising Bureau (IAB). 211 media and marketing executives primarily in North America were surveyed during May-August 2016. Respondents identified their principal role/business focus as technology developer, marketing service provider or agency (52.5%) and marketer, advertiser or media provider (47.5%). Respondents identified their years of marketing/advertising/media experience as less than 1 (0.5%), 1-5 (12.9%), 6-10 (13.4%), 11-15 (19.8%), 16-25 (29.2%) and 26+ (22.8%).
Priorities vs. Challenges for Marketing Data and Technology According to Marketers in North America, Jan 2018 (% of respondents)
Integration of Data Across Marketing Technologies According to Marketers in North America, Jan 2018 (% of respondents)
Marketing Automation Analytics/Reporting Capabilities that Are Most Important According to US B2B Marketing and Sales Professionals, Oct 2017 (% of respondents)
Marketing Automation Platform Features with Which US B2B Marketing and Sales Professionals Are Satisfied, Oct 2017 (% of respondents)
Features/Capabilities that Are Important When Choosing a Marketing Automation Vendor According to US B2B Marketing and Sales Professionals, Oct 2017 (% of respondents)
B2B Ecommerce 2018: Transforming Buying and Selling
Attribution Beyond Marketing: Using All Company Touchpoints to Achieve a True Customer View
How Advertisers Are Reorganizing Around Programmatic
Marketers’ Qualitative Insights Get Lost in Big Data Noise
Customer Engagement Is Driving Investment in Emerging Technology
The GDPR Is Leading to Marketing Tech Pivots