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DMA Names Macy’s and United Airlines MileagePlus 2012 Marketers of the Year


Post Date: October 16, 2012
By: dma

October 16, 2012 — The Direct Marketing Association (DMA) today honored two recipients with its 2012 Marketer of the Year Award at a ceremony held during DMA 2012 in Las Vegas.  Each year, the DMA Marketer of the Year award recognizes a company or individual for outstanding achievements in the direct marketing community.  This year, the awards were presented to Macy’s and United Airlines MileagePlus.

“Each of these distinguished companies has demonstrated exceptional leadership, innovation, and marketplace success,” said Linda A. Woolley, DMA’s acting President and CEO.  “We are proud to honor their significant accomplishments and contributions to the field of data-driven marketing.”

Macy’s

Macy’s places paramount importance on its customers.  Over the last few years, customer-centric strategies have been employed across the company — from localizing the merchandise mix to enhancing how Macy’s associates engage with customers, both in store and online.  Recently, Macy’s has also been extending its customer-centricity vision into its marketing plans by creating more personal and relevant one-to-one communications with its best and most loyal customers.  Working with dunnhumby USA, Macy’s has employed advanced modeling and statistical techniques to segment and define its key customer groups, and to test and learn the best ways to interact with those core customers.  Macy’s customer-centric direct marketing has leveraged a multichannel approach, including storewide mailings, category-focused mailings, emails and online display advertising.

United Airlines MileagePlus

With the merger of United and Continental airlines, United Continental Holdings has become the world’s largest airline, and now operates the biggest loyalty program of its kind, MileagePlus.  This merger required combining 90 million accounts and 30 years of transactional history into a single database.  But United’s Managing Director, Loyalty Marketing & Analytics Mark Krolick and his team took the data initiative even further by launching a massive marketing and CRM campaign.  This process included launching a highly complex series of communications to guide members of the two pre-merger programs through the combination of the airline operations and the launch of the newly revamped MileagePlus loyalty program.  As a result, United gained an unprecedented understanding of its customers (both inside and outside its loyalty program), and the ability to leverage that data to drive revenue and change the customer experience.

Past DMA Marketers of the Year include:

2011                Gilt Groupe

2010                GEICO

2009                Best Buy andZurichFinancial Services

2008                eBay

2007                Microsoft-MSN

2006                Yahoo! Inc.

2005                David Neeleman, JetBlue Airways

2004                Jason Ackerman, FreshDirect

2003               LowellW. “Bud” Paxson, Paxson Communications Corporation

2002                Shelly Lazarus, Ogilvy & Mather Worldwide

2001                Thomas O. Ryder, The Reader’s Digest Association

2000               Janice Brandt,AmericaOnline, Inc.

For more information on DMA’s Marketer of the Year Award, please click here.

About DMA2012 Conference & Exhibition

The DMA2012 Annual Conference & Exhibition: The Global Event for Real-Time Marketers is the world’s largest gathering of cross-media/channel marketing professionals.  DMA2012,  held October 13-18 in Las Vegas, features keynote presentations, educational sessions, roundtables, case studies, white papers, and research reports.  DMA2012’s exhibit hall features hundreds of exhibiting companies.

Visit the DMA2012 blog at http://dma2012.wordpress.com/.

About Direct Marketing Association (DMA)

The Direct Marketing Association (www.the-dma.org) is the world’s largest trade association dedicated to advancing and protecting responsible data-driven marketing.  Founded in 1917, DMA represents thousands of companies and nonprofit organizations that use and support data-driven marketing practices and techniques.

In 2012, marketers — commercial and nonprofit —will spend $168.5 billion on direct marketing, which accounts for 52.7 percent of all ad expenditures in the United States.  Measured against total US sales, these advertising expenditures will generate approximately $2.05 trillion in incremental sales.  In 2012, direct marketing accounts for 8.7 percent of total US gross domestic product and produces1.3 million direct marketing employees in the US.  Their collective sales efforts directly support 7.9 million other jobs, accounting for a total of 9.2 million US jobs.

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