DMA Research Now Selling Database Licenses; Recent 'Consumer Response Database' Available

April 18, 2008 — The Direct Marketing Association (DMA) listened to marketing professionals who expressed interest in having a computer database filled with DMA research that they could segment down to the “nth” degree. Now, for the first time, DMA is making its research available for licensing — with its groundbreaking Consumer Response Database. Additional studies will follow, allowing marketers to mine these other rich databases, segmenting the information any way they please.

DMA’s Consumer Response Database, which is already available for purchase, will be followed this summer by the new, landmark Mobile Marketing Database, and by data from smaller DMA studies, including Web Analytics, Creative Copywriting, and the soon-to-be-released New Media Emergence in DM & Brand.

“Most databases of this depth are proprietary,” said Edward T. Manzitti, Ph.D., DMA’s vice president of research and market intelligence. “Creating your own database is costly. DMA now offers a better alternative, with an already researched and produced database that is available for licensing. It’s only fitting that the license presently available — the Consumer Response Database — offers such a comprehensive overview of consumer behavior toward direct marketing offers. Marketers can sit down and analyze this database in SPSS and segment based on any one of the 1,120 variables they like. For a one-time cost, companies will be licensed for unlimited, inside use of this data at their convenience.”

“For those who remember DMA’s eight-part series entitled ‘Consumers’ Response to Direct Marketing,’ which was published last year, the currently available database may seem familiar,” said DMA Research Manager Yoram Wurmser, Ph.D. “While the Consumer Series pulled information from the Consumer Response Database, there is far more data for license holders to mine.”

Containing information that DMA commissioned DataSource to collect, the Consumer Response Database provides detailed survey responses from 1,027 US consumers on their dealings with and responses to direct marketing. It examines how these consumers — who kept a two-day diary of all direct marketing touchpoints — responded to:

· Mail and catalogs

· Advertising calls

· Web sites visited

· Commercial email

· New media, including text, blogs, wireless Web, podcasts, RSS, e-groups, social networking, video, and instant messaging (IM)

· Direct response (DR) newspapers and magazines ads

· DR television and radio

This Consumer Response Database stands apart from other databases in its detailed findings about the association between specific direct marketing practices and consumers’ recorded responses — whether to reject, to inquire, or to purchase — as well as the reasons for doing so.

All inquiries regarding pricing and DMA research database licensing, in general, can be directed toward Dr. Manzitti at emanzitti@the-dma.org.

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