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DMA Announces Data-Driven Marketing Institute

17 Oct, 2012 By: Doug McPherson

LAS VEGAS – On Monday, the Direct Marketing Association (DMA) announced it is launching a new initiative to advance and protect data-driven marketing. Acting DMA CEO and President Linda A. Woolley announced the program during her opening address at the DMA 2012 Conference and Exhibition at the Mandalay Bay Resort and Casino.

The DMA has created the Data-Driven Marketing Institute (DDMI) as a way to coordinate the marketing industry’s efforts to promote the many ways data-driven marketing benefits consumers and fuels the data-driven economy.

“The DDMI will redouble DMA’s efforts to explain the benefits of the consumer data industry to the public and policymakers with the goal of preventing needless regulation or enforcement that could severely hamper consumer marketing and stifle innovation, tamping down unfavorable media attention, and reminding and educating consumers about the many and varied ways that their needs are met and they are thrilled and delighted,” Woolley said.

The DDMI’s work will include three major areas:

  • Advocacy: DDMI will bring data-driven marketers together to educate policymakers about the benefits the industry provides to consumers and the economy at large – and to fight restrictions on the collection and use of data that fuels the data-driven economy.
  • Consumer Engagement and Education: DDMI will work to engage and educate consumers about the benefits they receive from the use of their data, as well as the privacy protections and preferences available to them.
  • Research: DDMI will undertake an expansive research agenda to understand and communicate the value of the data-driven marketing industry to the overall economy; the consumer value that is derived from data-driven marketing; and consumer awareness about the use of data for marketing purposes.

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About the Author: Doug McPherson

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