DMA in DC Brings Data-Governance Expertise to Senior Executives

New York, NY, March 18, 2013 — Senior executives gathered at the Direct Marketing Association’s (DMA) Washington, DC offices Thursday for a special educational event — Data Governance: A Strategic Briefing for Senior Executives. Taking place on Day Three of DMA in DC conference, this session was specifically designed to help senior execs better understand marketing data and the governance of it. 

Visionary guide and instructor Peg Kuman, Vice Chairman of Relevate, packed the session with essential information, insight, and a good dash of the future, to help attendees gain a better grasp of where data-driven marketing stands today. “Every day, 2.5 quintillion bytes of data is created — 90 percent of the data that exists in the world today has been created in the past two years,” Kuman said.  “It is projected that the amount of data we create will grow by 40 percent each year. Data has become a sort of currency that is essential to business today.”   

Chief executives, privacy officers, legal counsels, and senior marketers joined DMA around the training room table to learn more and to discuss data governance best- practices as they affect their businesses. “It was wonderful to have access to Peg as an industry leading expert,” said Steve Brubaker of Infocision.  The most valuable part of the course was “hearing others talk about their experiences,” shared Garry Brown of Highlights Magazine.

The day’s topics included: 

Framing the Data Discussion – It All matters…

Customer matters * Brand matters * Size matters * Source matters *Use matters * Ownership matters * Fear matters, action matters, and more

Organizational Structure

Silo busters: Old Data Governance vs. Data Governance today * Taking back “No” days * Changing individual and organizational behaviors * Data stewardship: roles across departments and relationships

Learning from Others

Data Breeches: Intentional and accidental * Bad-Behavior: Not having your customers best interests at heart *Good-Behavior: Using data to drive best practices

Internal Data Collaboration

Improve risk management *

Improve ROI by better understanding channel metrics

External Data Collaboration

National * Local * International

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 and techniques.

In 2012, marketers — commercial and nonprofit — spent $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 generated approximately $2.05 trillion in incremental sales.  In 2012, direct marketing accounted 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.

DMA’s most current initiative is the Data Driven Marketing Institute (DDMI), which advances and protects data-driven marketing by engaging the entire industry in a coordinated campaign to set the record straight about the countless ways that data-driven marketing benefits consumers and fuels the data-driven economy.

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