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DMA Announces Opening of New Center for Accountable Marketing in Silicon Valley
September 8, 2011 — The Direct Marketing Association (DMA), in collaboration with a consortium of innovative marketing companies, has launched the first-ever Center for Accountable Marketing (CAM) headquartered in Sunnyvale, California. Alexandra Morehouse, a seasoned marketing professional with leadership experience at American Express, Charles Schwab & Co., Ancestry.com, and most recently Chief Marketing Officer of AAA, will be CAM’s Executive Director reporting directly to DMA’s CEO, Lawrence M. Kimmel; ensuring that full DMA resources are available to support CAM’s success.
Kimmel states, “Data, Customer Centricity, and Accountability represent the holy grail of marketing — and some of the most innovative organizations in these areas are in the Bay Area. DMA’s New Center for Accountable Marketing will bring together experienced thought-leaders from established organizations with start-up companies paving the future, helping to improve the fortunes of all. Our community will surely benefit when more Bay Area companies understand DMA guidelines in data utilization and privacy — and Bay Area organizations will surely benefit from DMA’s resources, education, research, and networking opportunities.” Kimmel continues, “We are thankful for the generous support of some forward-thinking organizations, which include founding partner DMA member companies Google, OgilvyOne Worldwide, Return Path, InfoGroup, Experian, Pitney Bowes, Acxiom, Epsilon, Sourcelink, Merkle, Harte Hanks, Hawkeye, and Venable for believing in this venture.”
Morehouse adds, “Businesses today are all looking for a competitive edge. DMA’s Center for Accountable Marketing will offer C-level executives and marketers an enhanced opportunity to understand and leverage technology and network with the world-leading organizations that comprise DMA membership. I look forward to getting together with the leaders and innovators of our community to help drive their success.”
Morehouse received her MBA from the Harvard Business School. She was awarded the San Francisco Business Times “Most Influential” Business award 2008, 2009, and 2010. She has been featured in Forbes, Business Week, The Economist, and Direct Marketing magazine for driving profitable growth. At AAA, Charles Schwab, and Ancestry.com, she leveraged customer analytics, new technologies, and social media in ways that permanently altered marketing practices.
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About Direct Marketing Association (DMA)
The Direct Marketing Association (www.the-dma.org) is the world’s largest 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 companies from dozens of vertical industries in the US and 48 other nations, including half of the Fortune 100 companies.
In 2010, marketers — commercial and nonprofit — spent $153.3 billion on direct marketing, which accounted for 54.2 percent of all ad expenditures in the United States. Measured against total US sales, these advertising expenditures generated approximately $1.8 trillion in incremental sales. In 2010, direct marketing accounted for 8.3 percent of total US gross domestic product. Also, in 2010 there were 1.4 million direct marketing employees in the US. Their collective sales efforts directly supported 8.4 million other jobs, accounting for a total of 9.8 million US jobs.
The Power of Direct: Relevance. Responsibility. Results.
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