Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

DMA’S Jerry Cerasale to Testify Before Senate Commerce Committee

December 19, 2013
Get the Flash Player to see this rotator.
 
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.”
 

Companies Mentioned:

SPONSORED CONTENT

MORE ON DATABASE & CRM >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy.  Mobile Marketing How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy. ...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: