DMA Analytics Council Embraces Education, Outreach; Council Seeks Dialogue with Corporate Decisionmakers

June 15, 2007 — αναλύω. The word means “analyze” in Greek, but it’s all Greek to anyone else who is trying to understand it. The same holds true for many who try to comprehend marketing analytics, and the Direct Marketing Association (DMA) Analytics Council recognizes that reality. That’s why the council is strengthening its outreach efforts, bolstered by a new mission statement and an updated blog.

“According to IDC, core and predictive analytics fall into the category of fastest growing [customer relations management] applications with a projected spend of $11 billion in 2008,” said Devyani Sadh, PhD, council chair and CEO and founder of Data Square. “Most companies are leveraging analytics today to drive business decisionmaking, but only a handful are using the myriad analytic techniques in an optimal fashion. Further, very few individuals within mid- and large-sized organizations understand the true power of analytics. Individuals and businesses that aren’t employing sophisticated analytics to design and deploy their core business decisions are at a severe competitive disadvantage today.”

DMA’s Analytics Council wants “to reach out to decisionmakers and help them understand the business benefits and ROI of core and predictive analytics,” Dr. Sadh said. “In line with the growth trajectory for analytics, we have revised the DMA’s Analytics Council’s vision statement to include networking events, seminars, articles, think tanks, and other resources — not just for trained analytic practitioners but also for decisionmakers and stakeholders that stand to gain from the appropriate utilization of analytic methodologies. Our ultimate goal is to provide thought leadership and assistance in the design, deployment, and implementation of enterprise-wide analytic strategies and tactics.”

For example, a 2007 study by Web Analytics Demystified revealed that 69 percent of respondents didn’t believe that those who came in contact with their Web analytics data “actually understand what the data means.”

Dr. Sadh said she wants decisionmakers — managers, directors, and executives — to be able to understand the marketing analytics so they can be used for their intended purpose, which is to improve business. To that end, the council maintains a new, frequently updated blog (http://www.the-dma.blogs.com/analytics/), which is chock-full of problem-solving information and discussion.

The council’s new mission statement also reflects the philosophy of outreach: “The mission of the Analytics Council is to provide services, opportunities and resources that advance our members’ educational, social, and professional development needs, for both analytic practitioners as well as managers and executives responsible for leveraging analytics to drive return on marketing investment.”

Along with Sadh, the following individuals forged the council’s new path:

· Brad Rukstales, President, CAC Group, Inc.

· John Carter, Senior Vice President, Equifax

· Richard Deere, President, Direct Data Mining Consultants, Inc.

· Ziyong Cai, Director, CRM Modeling, Starwood Hotels & Resorts Worldwide, Inc.

· Leo Kluger, Senior Manager, Market Data & Analytics, IBM

· Helene Miller, Analytic Strategist, IBM

· David Miller, Senior Vice President of Global Segmentation, Claritas

· Todd King, Director of Analytics, Acxiom Digital

· John Young, Vice President of Analytics, Epsilon

· Jacque Paige, Executive Recruiter, Smith Hanley Associates

· Steve Briley, Vice President of Analytical Services, Merkle Direct Marketing, Inc.

· Parth Srinivasa, Director of Database Marketing, CDW Corporation

Analytics Council Events and Offerings

The council offers a “non-technical” e-newsletter, Sadh said. The missives detail current topics and activities, such as the analytics seminars available at the DMA Seminar Center, which is located at DMA’s New York City headquarters.

In addition, from the Online Marketing Solutions Pavilion to the session “Cumulative Marketing Impact: Analyzing the TRUE Results of Customer Contact Strategies,” the council’s impact will be felt during DM Days New York Conference & Expo, which will be held at the Jacob K. Javits Convention Center in New York City, June 19 – 21. To register or for additional information, visit www.dmdays.org.

The council will also have a presence at DMA07 Conference & Exhibition, which will take place from October 13 to 18 at McCormick Place West in Chicago. To register or for additional information about DMA07, visit www.dma07.org.

About the DMA Analytics Council

The vision of the Analytics Council is to be the premier source of information for innovative thinking, cutting edge methodologies and best practices of analytic applications regarding direct response and customer analytics for the Direct Marketing Association community.

To learn more about council activities, visit http://www.the-dma.org/councils/analyticscouncil/ or contact Terri R. Bartlett, DMA’s director of special interest councils, at tbartlett@the-dma.org or 212.768.7277, ext. 1651.

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