Bruce Biegel

Direct marketers have long had a love affair with data-driven media buying. In the world of direct mail, for example, list rentals and exchanges are filled with data cards (once print, now electronic) rich with audience measurements—the very attributes marketers need to intelligently target their offers to would-be buyers.

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In this session, Bruce Biegel will present findings from Winterberry Group's research "Going Global: The Cross-Border Audience Opportunity." This research is being pursued in order to advance the industry's understanding and practice of cross-border audience engagement, with an eye on helping publishers and marketers understand how varying marketplace conditions-including the availability of data and technology, as well as preferences for various approaches to media-are likely to impact efforts to identify, engage with and grow the value of addressable audiences in support of global growth strategies and in a range of geographic regions.

Marketers have a developing opportunity to leverage data and technology to expand audience engagement across borders. Though practitioners-including publishers, marketers and solutions providers-are eager to expand their approaches and develop audiences (or support clients' efforts) in new areas around the world, little information previously existed to guide that work.

Biegel will address what it takes to "go global" with audience development, including sharing:
- A comparative snapshot of the status and relative maturity of data-driven audience engagement practices and infrastructure in each of 12 representative regions (regions include: the U.S., Australia, Brazil, Canada, China, France, Germany, the Gulf Region, Japan, Mexico, South Africa and the U.K.)
- How the data and technology landscape differs across regions-and how those assets and tools shape any addressable opportunity
- An overview of the key ingredients for any organization to successfully "go global"-with a focus on vendor requirements and ideal organizational structures and processes; and
- The factors that are limiting or challenging these efforts.

Click here for more information (and to view for FREE) today!


In the energy industry, a couple of years ago, there was active discussion of "peak oil"—the very point where half the world's known, proven oil reserves had been extracted and put to use, leaving less than half yet to be tapped or discovered.  In the U.S. mail industry, perhaps, too, we've reached "peak mail"—except there's no extraction and no finite supply here: simply the notion that pricing, and changing use and acceptance of mail by consumers and businesses, is driving demand elsewhere, and that we've entered an era of post-peak mail in volume.

With apology, I want to say that this blog is a little about me—what topics I'm interested in, and sharing a little bit of this knowledge (or lack of knowledge) with blog readers. In the process, I'm hopeful you're doing the same bit of pre-conference research—because it is this forethought and planning, beyond the engagements and booth visits on the Exhibit Hall floor, which make for a truly informative DMA13 conference

Political stalemate in the nation's capital is causing business uncertainty and restricting marketing growth, a gathering of direct marketers were told last week at MeritDirect's 14th annual Business Mailers' Co-op and Interactive Marketing Conference. “There's great growth in the financial markets, unemployment is down, the housing market has improved and there is more confidence among consumers,” said keynote presenter Bruce Biegel, senior management director at consultancy Winterberry Group. “The country is doing pretty well, but it's subject to what they do in Washington ... Unless there's a change in gridlock, there's no real growth ahead

Email apparently hasn’t received the memo it’s supposed to be dead, and there's a heck of a lot more marketing noise about mobile and social than actual spending on the channels, according to Bruce Biegel, managing director of the Winterberry Group. “The conversation about social and mobile versus how you make money is still a lot more conversation and a lot less spend,” he said in a wide-ranging 2013 forecast speech ... “Mobile’s $4 billion and social’s another $5 billion ... That’s $9 billion in an advertising economy that’s almost $300 billion. It’s not that much money

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