2009 NCDM Database Excellence Awards Presented in Las Vegas

New York, NY, December 9, 2009 — The Direct Marketing Association (DMA) and DIRECT today announced the 2009 NCDM Database Excellence Awards winners. Honors were presented during a special luncheon ceremony held yesterday at the Mandalay Bay Resort & Casino during the 2009 National Center for Database Marketing (NCDM) Conference in Las Vegas, Nevada. Celebrity impersonator Bill Johnson served as master of ceremonies and announced this year’s winners.

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

The 2009 NCDM Database Excellence Awards winners exceeded 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 Winners

· Platinum Award: Opet Petroleum Inc.

Analytics and Modeling Applications Category

· Gold Award: Earthlink/SAS

· Silver Award: DataLab USA, LLC

· Bronze Award: Kroger Personal Finance/Merkle, Inc.

· Bronze Award: Residential Finance Corp.

Business-to-Business Category

· Gold Award: Hallmark Cards/Teradata Corporation

Multichannel Marketing Category

· Gold and Platinum Award: Opet Petroleum Inc.

· Bronze Award: Dell, Inc./Merkle, Inc.

· Bronze Award: Toshiba America Information Systems/Direct Alliance Corporation

Technological Applications Category

· Gold Award: Cabela’s, Inc./Teradata Corporation

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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