Data-driven marketing continues to drive “increasingly profitable...
Data-driven marketing continues to drive “increasingly profitable returns,” said a Thursday release from the Direct Marketing Association about the trade association’s third quarter business review (http://bit.ly/1jmRKGB). “Confidence in data-driven marketing is growing steadily as profits increase -- and it’s no…
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wonder,” said DMA President Linda Woolley. “Thanks to the unprecedented amount and quality of data now available, marketers are able to garner intelligence from consumer data more quickly and seamlessly than ever before. As a result, consumers also receive tremendous benefit, including vastly improved customization and relevance.” Survey responders said the availability and affordability of technology tools are creating more data-driven marketing opportunities, the release said. And mobile marketing investments “increased sharply ... outpacing social media investment rates for the first time,” said DMA. The Winterberry Group did research and analysis for the report, including an October online survey of DMA members. Of the 220 usable replies, 124 were from marketers and 96 were from providers of marketing services and technology solutions, DMA said.