Testimony Stresses the Value of Responsible Data Use and Strength of Self-Regulation Across the Data-Driven Marketing Economy
Washington, DC, December 18, 2013 — Jerry Cerasale, senior vice president of government affairs for the Direct Marketing Association (DMA), will testify this afternoon at a hearing of the Senate Committee on Commerce, Science, & Transportation entitled, “What Information Do Data Brokers Have On Consumers, and How Do They Use It?” In his testimony, Cerasale will discuss the important role that responsible collection and use of marketing data plays in aiding consumers and fueling the United States economy. The hearing follows a year-long investigation by Senator Jay Rockefeller (D- WV), Chairman of the Commerce Committee, into the practices of “‘data brokers’ that compile and sell information about consumers.”
“The responsible use and sharing of data for marketing provides tremendous benefits to the U.S. economy and the American workforce, for small and large businesses, and for individual consumers and society as a whole,” Cerasale said in advance of the hearing. His testimony will highlight findings from a recent study entitled, The Value of Data: Consequences for Insight, Innovation & Efficiency in the U.S. Economy that quantified the critical role that the use and sharing of marketing data plays in fueling economic growth. Commissioned by DMA’s Data-Driven Marketing Institute and conducted independently by Professors John Deighton of Harvard Business School and Peter Johnson of Columbia University, the study revealed that the Data Driven Marketing Economy (DDME) generated $156 billion in revenue to the United States economy and fueled more than 675,000 jobs in 2012 alone.
Cerasale’s testimony will also stress that self-regulation is an important tool for advancing responsible data practices across the DDME and discuss how data-driven marketers are subject to DMA’s longstanding and enforceable self-regulatory framework, the DMA Guidelines for Ethical Business Practice. “DMA’s members deeply value consumer trust and understand that responsible data practices are critical to building and maintaining customer relationships,” Cerasale said. “To that end, the DMA believes that self-regulation and education are important components for addressing consumer privacy while ensuring that data flows continue to benefit consumers and the economy.”
About Direct Marketing Association (DMA)
The Direct Marketing Association (www.thedma.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. DMA provides the Voice to shape policy and public opinion, the Connections to grow members’ businesses and the Tools to ensure full compliance with ethical and best practices as well as professional development.
In 2012, the Data-Driven Marketing Economy (DDME) added $156 billion in revenue to the U.S. economy and fueled more than 675,000 jobs. The real value of data is in its exchange across the DDME: 70 percent of the value of the DDME – $110 billion in revenue and 478,000 jobs – depends on the ability of firms to exchange data across the DDME.
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