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DMA In the News

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Report Finds U.S. Marketers Shifting From ‘Data’ To ‘Identity’-Based Marketing, Proficiency Mixed

August 10, 2018

It’s no secret that the marketing industry has been shifting from “data-based” solutions to “identity-based” ones, but a new report published Thursday by the Association of National Advertisers indicates that it is expanding at a rapid clip. The report, which was developed by the DMA (recently acquired by the ANA) and The Winterberry Group, projects that identity solutions spending by U.S. marketers will expand form just under $1 billion this year to $2.6 billion by 2022.

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ANA Acquires DMA, Creates Unified Voice for Advertising and Marketing Growth

July 03, 2018

Over a combined 200 years, DMA (Data & Marketing Association) and ANA (Association of National Advertisers) have each worked toward the advancement of advertising and marketing. As of July 1, ANA has welcomed DMA and its membership into what is now the largest trade association for marketers in the country. We are ready to embark on a new journey that will benefit all marketers, agencies, publishers and suppliers within our industry.

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Stop Junk Mail For Good With These 4 Steps

June 26, 2018

Your mailbox, once the place of joyous discoveries like a handwritten letter or an unexpected paper check from a distant relative, is now the site of unwanted clutter. What can you do to basically stop junk mail from annoying the living daylights out of you?

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Consumers See Themselves As Data Pragmatists: DMA/Acxiom Study

June 18, 2018

While both the California Consumer Privacy Act and Europe’s General Data Protection Regulation address the collection of personal information by businesses, they are actually quite different.

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The Crossroads Of Privacy Policy And Marketing Strategy

June 12, 2018

Privacy might lack the appeal of marketing’s greatest hits, such as free shipping or buy one, get one free. But it’s clearly an arrow in the marketer’s value proposition quiver. Considered strategically, privacy can allow a marketer to shift from a posture of defense and deflection to something more positive and productive.

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How The California Consumer Privacy Act Stacks Up Against GDPR

June 8, 2018

While both the California Consumer Privacy Act and Europe’s General Data Protection Regulation address the collection of personal information by businesses, they are actually quite different.

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DMA CEO Tom Benton on What ANA Acquiring DMA Means

May 31, 2018

Sometimes, it’s better to get the news from the horse’s mouth. DMA CEO Tom Benton spoke with Target Marketing yesterday morning, before word got out about ANA acquiring the Data and Marketing Association

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ANA Acquires Data & Marketing Association to Help Marketers Adapt to a Data-First World

May 31, 2018

One of the ad industry’s best-known trade associations is merging with another: Today, the Association of National Advertisers (ANA) announced their acquisition of the Data & Marketing Association (DMA, previously known as the Direct Marketing Association).

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How Data Is Changing The Role Of Marketers

May 13, 2018

Data, in combination with technology, drives much of the revolution happening in business today. For marketers who are often at the epicenter of acquiring, understanding, translating, and leveraging data, it can have a significant impact on their jobs—what they do, how they do it, and the challenges that they face.

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The Mechanics Of Customer Satisfaction: DMA Study Cites Obstacles And Goals

April 19, 2018

Brands are trying to improve their customer experience. But they are hampered by problems ranging from lack of data to siloization, according to “Elevating the Customer Experience,” a study by Winterberry Group presented by the Data & Marketing Association and sponsored by Pitney Bowes.

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The Sustainability of Consumer Trust

April 16, 2018

It is rough listening in this week to certain lawmakers fail to recognize the absolute benefits accrued by consumers through the responsible collection and use of data for commerce, advertising and innovation. Yes, data handling requires stewardship — but that doesn’t mean “data” in and of itself — constitutes anything close to being a harm that needs to be regulated, as if there were no rules already in place.

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5 Tips To Up Your Attribution

April 11, 2018

The advertising ecosystem revolves around the consumer — so much so that advertisers have shifted campaigns from an audience-based approach to a people-based one. Delivering the right message, to the right audience, at the most opportune time has become an obsession. But with consumers engaging with brands across multiple channels, measuring the true return on ad spend can be difficult.

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Can Blockchain Give Consumers More Control Over How They View Ads?

April 10, 2018

A growing number of companies are exploring how blockchain—the encrypted transaction ledger that powers virtual currencies like bitcoin and ethereum—can be used to reward brand interactions, let web surfers sell their data to advertisers or otherwise empower consumers to play a more active role in the digital ads ecosystem.

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How to Select the Right Continuing Education Program for Your Marketing Employees

March 29, 2018

I’m often asked whether companies should allocate precious resources toward professional development and training for their marketing teams. My answer is always “Yes, but…”

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Xfinity ‘Bad Weather Trigger’ Blows Away Competition

March 7, 2018

Today, for the second time in a week, a Nor’easter is hitting the East Coast. Whether it’ll undergo “bombogenesis” like the previous one that brought tree-felling strong winds and coastal flooding remains to be seen, but the evidence is clear that Xfinity’s “Bad Weather Trigger” blew away the competition to win the online marketing honor in “The Best Marketing of 2017.”

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Live from DMA: Harrison, Mitchell Receive Top Honors

February 23, 2018

The Data & Marketing Association (DMA) Nonprofit Federation awarded its Max Hart Nonprofit Achievement Award and Rising Leader Award during its 2018 Washington Nonprofit Conference. Tom Harrison, retired chairman and CEO of Russ Reid, received the Max Hart Nonprofit Achievement Award, which recognizes outstanding career accomplishments by a fundraising professional.

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The Rise of Marketing Attribution and the Benefits for Marketers

February 22, 2018

The marketing landscape becomes more complicated year-by-year with the influence of technology and the new channels that show up. A multi-channel strategy makes it imperative to discover the touchpoints of your work that led to a conversion. And this is the reason why marketing attribution has seen a growth in its prioritization among marketers.

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Data-Driven Marketing Spending Surges As Practitioners Target CX Improvements

February 9, 2018

More than three-quarters of data-driven marketers agree that the practice of data-driven marketing (DDM) is well positioned to grow in the future – and their spending patterns certainly appear to reflect that belief. A new report from the DMA and Winterberry Group finds that spending growth surged in the second half of 2017, with more to come.

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DMA Study Shows Revenue Growth, Focus On Personalization

February 8, 2018

Customers are demanding more personalization from brands. And brands are trying to provide it — with 70% saying their investments are driven by this need, according to the Data & Marketing Association (DMA) Business Report, a study released on Thursday by the DMA, conducted by Winterberry Group.

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Opinion: How data analytics will reshape marketing strategies in 2018

January 4, 2018

Over the course of last year, we saw the marketing industry monitor a number of emerging trends including wearables and facial/voice recognition, and experiment with new tools and techniques such as VR and augmented reality.

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The Efficiency Of ROI: How Does Email Measure Up?

January 4, 2018

Neil O’Keefe, senior vice president of marketing and content for the Data & Marketing Association, has worked in multiple channels during his direct marketing career. Thus, he is qualified to speak on the relative efficiency of email versus print. The question arises from recent holiday stories on catalogs and their enduring popularity. It was possible to conclude that email, which produces a high ROI, is inefficient.

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Millennials are more interested in catalogs than your grandmother is

December 21, 2017

Catalogs may seem like an outdated way to grab shoppers. But not if your target is millennials. Studies from the Data & Marketing Association have shown that the response rate for catalogs has increased in recent years in part because less mail is being sent and millennials happen to like catalogs more than other age groups do.

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Kill catalog clutter: How to opt out of future mailings

December 20, 2017

If you think more catalogs clog your mailbox during holiday months, it’s not your imagination — but there’s an easy way to stop the catalog clutter by blocking unwanted mail. “We’re pretty proud of what we do,” said Senny Boone, of the Data and Marketing Association.

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Data Spending To Hit $10 Billion This Year: IAB/DMA Report

December 6, 2017

U.S. companies will spend $10.05 billion on third-party audience data this year, and $10.13 billion on solutions to support its activation, according to a study from The IAB Data Center of Excellence and the Data & Marketing Association, conducted by Winterberry Group.

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Ad-Tech Consolidation Poised To Accelerate Under GDPR

December 6, 2017

If the four-letter acronym “GDPR” isn’t on your radar yet, then now might be a good time to start panicking. For some, current uncertainty around its implementation is the least of their worries.

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Chief Learning Officer

Making a Big Deal Out of Nanodegrees

December 6, 2017

Emerging areas, such as machine learning, artificial intelligence and big data, require special skill sets in high demand. Beyond traditional four-year degrees and time-intensive training programs, there’s an increasing number of alternative paths to develop those skills, including microcredentials, badges, specializations and nanodegrees — all terms to describe industry-specific credentials developed for the in-demand skills of today’s workforce.

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6 Data And Technology Trends For 2018

December 3, 2016

Among the biggest challenges CMOs — and all marketers — face is the transformation of data into actionable insights. Consequently, it’s one of the hottest topics CMOs talk about. To get a sneak peek into top data and technology trends as we head into 2018, I spoke with Tom Benton, the CEO of the Data & Marketing Association.

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