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DMA Revamps Database Marketing Infrastructure

The Direct Marketing Association (DMA) announced today it has revamped its database marketing infrastructure, moving to an integrated multichannel database marketing platform. DMA 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," said DMA executive vice president and chief operating officer Ramesh A. Lakshmi-Ratan, Ph.D. "We are pleased to advance DMA's own marketing efforts, leading by example in establishing DMA as a database marketing center of excellence."

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 email. Moreover, the Association will have the ability to conduct its campaigns across multiple online and offline channels, obtaining a more consistent customer view across multiple channels.


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