DMA and DIRECT Announce Finalists for 2009 NCDM Database Excellence Awards

New York, NY, November 30, 2009 — The National Center for Database Marketing (NCDM) Conference, co-produced by the Direct Marketing Association (DMA) and DIRECT today announced nine finalists for the 2009 NCDM Database Excellence Awards.

The awards honor organizations that are executing innovative analytics, database marketing strategies and techniques, or use existing knowledge in creative ways to improve the quality of their marketing initiatives, resulting in a measurable and increased value to the bottom line.

Winners will be announced during a special luncheon ceremony from 12:30 p.m. to 1:30 p.m. at the Mandalay Bay Resort & Casino on Tuesday, December 8 during the 2009 NCDM Conference in Las Vegas, NV. Celebrity impersonator Bill Johnson will serve as master of ceremonies and announce this year’s winners.

“These finalists have demonstrated true success during the past year,” said Yasmin Melendez, DMA group show director. “When every dollar was watched and accounted for these nine companies used creativity and flexibility to leverage their system capabilities or reorganize to become more customer-focused and sustain growth.”

The 2009 NCDM awards finalists excelled in one of the competition’s four categories: Analytics and Modeling Applications, Technological Applications, Multichannel Marketing, and B-to-B Marketing.

2009 NCDM Database Excellence Awards Finalists

Analytics & Modeling Applications Category

· DataLab USA, LLC

· Earthlink/SAS

· Kroger Personal Finance/Merkle, Inc.

· Residential Finance Corp.

B-to-B Marketing Category

· Hallmark Cards/Teradata Corporation

Multichannel Marketing Category

· Dell, Inc./Merkle, Inc.

· Opet Petroleum Inc.

· Toshiba America Information Systems/Direct Alliance Corporation

Technological Applications Category

· Cabela’s, Inc./Teradata Corporation

For more NCDM 2009 information or to register, please visit www.ncdmevents.com.

About NCDM

Co-sponsored by DIRECT magazine and the Direct Marketing Association (DMA), the National Center for Database Marketing (NCDM) Conference is dedicated exclusively to the database marketing industry. NCDM is held once a year and brings marketing and technology decision-makers together to find practical approaches to today’s database marketing challenges using customer data and technology.

About DIRECT

DIRECT Online is the leading information source for senior executives responsible for measuring direct marketing return on investment, multichannel integration and deploying new direct marketing technologies. Our superior level of business intelligence includes insight and analyses into the challenges and issues direct marketers face across every aspect of direct marketing — from database marketing, direct mail, CRM, telemarketing and e-mail to catalogs, lists and data, e-commerce and direct B2B selling.

The information we offer our community members with our Web site, e-newsletters and blogs uniquely reflects the changing dynamics of the direct marketing landscape. DIRECT Online is a member of The Chief Marketer Network, which also includes Chief Marketer, Multichannel Merchant and PROMO Online.

About Direct Marketing Association (DMA)

The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents more than 3,100 companies from dozens of vertical industries in the US and 48 other nations, including nearly half of the Fortune 100 companies, as well as nonprofit organizations.

In 2009, marketers – commercial and nonprofit – will spend $149.3 billion on direct marketing, which accounts for 54.3% of all ad expenditures in the United States. Measured against total US sales, these advertising expenditures will generate approximately $1.783 trillion in incremental sales. In 2009, direct marketing accounted for 8.3% of total US gross domestic product. Also in 2009, there were 1.4 million direct marketing employees in the US. Their collective sales efforts directly support 8.4 million other jobs, accounting for a total of 9.9 million US jobs.

The Power of Direct: Relevance. Responsibility. Results.

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