Direct Marketing Association Selects ARGI and Alterian to Provide Membership Marketing Database
January 2007
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FOR IMMEDIATE RELEASE
New York, NY, January 8, 2007— The Direct Marketing Association (DMA) announced today it has revamped its database marketing infrastructure, moving to an integrated multi-channel database marketing platform. The Association selected an Alterian-based solution from ARGI to provide the platform for its new membership and marketing communication efforts.
“DMA members are leaders in data and database management driven marketing. We are pleased to advance DMA’s own marketing efforts, leading by example in establishing the DMA as a database-marketing center of excellence,” said DMA executive vice president and COO, Dr. Ramesh Lakshmi Ratan, “ARGI’s expertise in Membership Customer Management, and the integrated functionality of its application of Alterian technology, heavily influenced our selection choice. We look forward to a long and successful relationship with ARGI and Alterian.”
The new platform will allow DMA to rapidly plan, execute, and analyze results from its membership marketing and communication efforts using both direct mail and e-mail. Moreover, the Association will have the ability to conduct its campaigns across multiple on-line and off-line channels, obtaining a more consistent customer view across multiple channels.
Ray Butkus, ARGI CEO commented, “We are extremely pleased with DMA’s choice of ARGI to design, build and manage its marketing database. The DMA is the preeminent trade association of the Direct Marketing community and as such it has extremely sophisticated marketing communications requirements. Working collaboratively with the DMA, we will foster the continued development of database marketing excellence. Our partnership with Alterian allowed us to develop a solution to perfectly meet the DMA’s needs.”
David Eldridge, Alterian CEO added, “We are delighted that the DMA has chosen to base its marketing database on Alterian’s Analytically Led Integrated Marketing platform, delivered by our long standing business partner ARGI. Best practice marketing is driven by analytics, and the use of this to drive and refine activity across channels on a fully integrated basis – using the Alterian platform marketers at the DMA will be able to drive this activity all from a single set of applications and infrastructure.”
About DMA
The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates industry standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents more than 3,600 companies from dozens of vertical industries in the US and 50 other nations, including a majority of the Fortune 100 companies, as well as nonprofit organizations.
New York, NY, January 8, 2007— The Direct Marketing Association (DMA) announced today it has revamped its database marketing infrastructure, moving to an integrated multi-channel database marketing platform. The Association selected an Alterian-based solution from ARGI to provide the platform for its new membership and marketing communication efforts.
“DMA members are leaders in data and database management driven marketing. We are pleased to advance DMA’s own marketing efforts, leading by example in establishing the DMA as a database-marketing center of excellence,” said DMA executive vice president and COO, Dr. Ramesh Lakshmi Ratan, “ARGI’s expertise in Membership Customer Management, and the integrated functionality of its application of Alterian technology, heavily influenced our selection choice. We look forward to a long and successful relationship with ARGI and Alterian.”
The new platform will allow DMA to rapidly plan, execute, and analyze results from its membership marketing and communication efforts using both direct mail and e-mail. Moreover, the Association will have the ability to conduct its campaigns across multiple on-line and off-line channels, obtaining a more consistent customer view across multiple channels.
Ray Butkus, ARGI CEO commented, “We are extremely pleased with DMA’s choice of ARGI to design, build and manage its marketing database. The DMA is the preeminent trade association of the Direct Marketing community and as such it has extremely sophisticated marketing communications requirements. Working collaboratively with the DMA, we will foster the continued development of database marketing excellence. Our partnership with Alterian allowed us to develop a solution to perfectly meet the DMA’s needs.”
David Eldridge, Alterian CEO added, “We are delighted that the DMA has chosen to base its marketing database on Alterian’s Analytically Led Integrated Marketing platform, delivered by our long standing business partner ARGI. Best practice marketing is driven by analytics, and the use of this to drive and refine activity across channels on a fully integrated basis – using the Alterian platform marketers at the DMA will be able to drive this activity all from a single set of applications and infrastructure.”
About DMA
The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates industry standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents more than 3,600 companies from dozens of vertical industries in the US and 50 other nations, including a majority of the Fortune 100 companies, as well as nonprofit organizations.
Companies Mentioned:
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The Business of Database Marketing