DMA Names Macy's and United Airlines MileagePlus 2012 Marketers of the Year
16, 2012 —
The Direct Marketing Association (DMA)
today honored two recipients with its 2012 Marketer of the Year Award at a
ceremony held during DMA 2012 in Las Vegas. Each year, the DMA Marketer of the Year award
recognizes a company or individual for outstanding achievements in the direct marketing
community. This year, the awards were
presented to Macy’s and United Airlines MileagePlus.
of these distinguished companies has demonstrated exceptional leadership, innovation,
and marketplace success,” said Linda A. Woolley, DMA’s acting President and CEO. “We are proud to honor their significant accomplishments
and contributions to the field of data-driven marketing.”
places paramount importance on its customers.
Over the last few years, customer-centric strategies have been employed
across the company — from localizing the merchandise mix to enhancing how
Macy’s associates engage with customers, both in store and online. Recently, Macy’s has also been extending its
customer-centricity vision into its marketing plans by creating more personal
and relevant one-to-one communications with its best and most loyal
customers. Working with dunnhumby USA,
Macy’s has employed advanced modeling and statistical techniques to segment and
define its key customer groups, and to test and learn the best ways to interact
with those core customers. Macy’s customer-centric
direct marketing has leveraged a multichannel approach, including storewide
mailings, category-focused mailings, emails and online display advertising.
the merger of United and Continental airlines, United Continental Holdings has become
the world’s largest airline, and now operates the biggest loyalty program of
its kind, MileagePlus. This merger required
combining 90 million accounts and 30 years of transactional history into a
single database. But United’s Managing
Director, Loyalty Marketing & Analytics Mark Krolick and his team took the
data initiative even further by launching a massive marketing and CRM campaign. This process included launching a highly
complex series of communications to guide members of the two pre-merger programs
through the combination of the airline operations and the launch of the newly
revamped MileagePlus loyalty program. As
a result, United gained an unprecedented understanding of its customers (both
inside and outside its loyalty program), and the ability to leverage that data
to drive revenue and change the customer experience.
Past DMA Marketers of
the Year include:
2011 Gilt Groupe
2009 Best Buy and Zurich Financial Services
2006 Yahoo! Inc.
2005 David Neeleman, JetBlue Airways
2004 Jason Ackerman, FreshDirect
2003 Lowell W. “Bud” Paxson, Paxson Communications
2002 Shelly Lazarus, Ogilvy &
2001 Thomas O. Ryder, The Reader’s
2000 Janice Brandt, America
more information on DMA’s Marketer of the Year Award, please click here.
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Las Vegas, features keynote presentations, educational sessions, roundtables,
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About Direct Marketing Association (DMA)
The Direct Marketing Association (www.the-dma.org) is the world’s largest
trade association dedicated to advancing and protecting responsible data-driven
marketing. Founded in 1917, DMA represents thousands of companies and
nonprofit organizations that use and support data-driven marketing practices
In 2012, marketers — commercial and nonprofit
—will spend $168.5 billion on direct marketing, which accounts for 52.7 percent
of all ad expenditures in the United States. Measured against total US
sales, these advertising expenditures will generate approximately $2.05
trillion in incremental sales. In 2012, direct marketing accounts for 8.7
percent of total US gross domestic product and produces1.3 million direct
marketing employees in the US. Their collective sales efforts directly
support 7.9 million other jobs, accounting for a total of 9.2 million US jobs.
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