Data and Marketing Industry’s Premier Policy Briefing Puts Use of Data Across Political, B2C and B2B Campaigns at the Forefront to Advance Insights for Marketers

WASHINGTON, DC – The Data & Marketing Association (DMA, formerly the Direct Marketing Association) announced today the keynote speakers for “The Dynamic State of Data 2017,” the industry’s foremost policy briefing on the digital economy. U.S. Senator Thom Tillis (R-NC) will open the briefing with his perspectives on the policies the U.S. should pursue on data and marketing issues, drawing from his 22-year career in business consulting. Acting Federal Trade Commission (FTC) Chairman Maureen Ohlhausen is the closing keynote speaker. The event takes place March 22nd in Washington, DC.

“At this pivotal moment in our nation’s history with a new Congress and Administration, and the explosion of data into the marketplace, DMA is thrilled to curate this powerful agenda for our members and the industry,” said Emmett O’Keefe, DMA’s SVP of Advocacy. “The political and business arenas are converging when it comes to using data to engage voters and customers. Surrounding that reality are a myriad of policy issues for marketers, agencies and solution providers to navigate. DMA’s Dynamic State of Data will provide insight to help guide our industry around these challenges.”

Recognizing that the political landscape is pioneering new data techniques, DMA has recruited leading political data strategists from two of the most hotly-contested Senate races in 2016 to discuss their campaigns and the lessons to be gleaned from political campaigns for the data and marketing industry. Paul Shumaker is founder and president of Capitol Communications, Inc. and consulted Senator Richard Burr (R-NC) in his successful 2016 re-election campaign. James Butler was a Senior Advisor for Analytics and Targeting for Senator Maggie Hassan (D-NH) in her hotly-contested election in 2016.

“Having led the successful data efforts for two of the tightest Senate races in 2016, Mr. Shumaker and Mr. Butler are poised to share the strategies and techniques to apply incisive analytics to convert voters – and how the marketers and agencies in attendance will take away these insights to help them convert customers,” added O’Keefe.

Additional presentations will include an update on DMA’s Data Standards 2.0 Initiative, an industry-wide undertaking to develop the standards that will govern the marketing industry’s accountability around emergent technology and data innovations. Data Standards 2.0 will update DMA’s marketing compliance standards – DMA’s Guidelines for Ethical Business Practice – to address new developments in today’s data practices. The Dynamic State of Data will also host a panel of experts to discuss cross-device identification in marketing, including the privacy and policy considerations for marketers, agencies, tech providers and data companies.

Profiles of DMA’s Dynamic State of Data Keynote Speakers:

  • Senator Thom Tillis serves as a member of the Senate Judiciary Committee, as well as the Subcommittee on Privacy, Technology and the Law. Before his election to the U.S. Senate in 2014, Tillis was a top-level executive at PricewaterhouseCoopers and IBM, and his 22-year private sector career in technology and management consulting give him a unique perspective on the power of data and analytics to propel American businesses.
  • Maureen K. Ohlhausen was sworn in as a Commissioner of the Federal Trade Commission in April 2012. On January 25, 2017, President Trump named Ohlhausen to be the FTC’s acting chairman. Prior to joining the Commission, Ohlhausen was a partner at Wilkinson Barker Knauer, LLP, where she focused on FTC issues, including privacy, data protection, and cybersecurity.

Program Registration Information
“The Dynamic State of Data” takes place on Wednesday, March 22nd, from 8:30am to 1pm, and will be held in the Washington, DC offices of Venable LLP, at 600 Massachusetts Ave, NW. Registration information is available at

Media interested in attending the event should contact DMA’s Mike Uehlein at

About DMA ( Founded in 1917, the Data & Marketing Association (DMA) is the community that champions deeper consumer engagement and business value through the innovative and responsible use of data-driven marketing. DMA’s membership is made up of today’s leading tech and data innovators, brand marketers, agencies, service providers and media companies. By representing the entire marketing ecosystem – from demand side to supply side – DMA is uniquely positioned to bring win/win solutions to the market and ensure that innovative and disruptive marketing technology and techniques can be quickly applied for ROI.

DMA advances the data-driven marketing industry and serves its members through four principal pillars of leadership: advocating for marketers’ ability to responsibly gather and refine detailed data to identify and fulfill customer needs and interests; innovating to bring solutions forward to the data & marketing ecosystem’s most vexing challenges; educating today’s members of the data & marketing ecosystem to grow and lead marketing organizations in the ever-increasing omnichannel world; and connecting industry participants to stay current, learn best practices and gain access to emerging solutions through &THEN – the largest global event for data-driven marketing – and DMA’s portfolio of other live events.