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(% of respondents)
Data & 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%).
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