Information is the raw material of target marketing, but gathering data from the Internet, mobile, social media and all the other tracking available today has grown beyond what you can handle with traditional desktop tools—entering the realm of "Big Data." Soon, knowing how to manage and use that tsunami of data will be a key difference between marketing programs that work, and those that don't. We asked DMA MiLab's Alexandra Morehouse six questions about how marketers can recognize, manage and exploit Big Data.
The Direct Marketing Association (DMA), in collaboration with a consortium of innovative marketing companies, has launched the first-ever Center for Accountable Marketing (CAM) headquartered in Sunnyvale, California. Alexandra Morehouse, a seasoned marketing professional with leadership experience at American Express, Charles Schwab & Co., Ancestry.com, and most recently Chief Marketing Officer of AAA, will be CAM’s Executive Director reporting directly to DMA’s CEO, Lawrence M. Kimmel; ensuring that full DMA resources are available to support CAM’s success.