Analytics Council

Vision

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.

Mission

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.

Functional Strategies

1. Foster technical growth by hosting council sponsored on-line and in-person seminars and publications such as the Analytics Journal and quarterly newsletters that provide "how to" information on:
   • analytic infrastructure development and data integration strategy
   • descriptive analytics and predictive modeling techniques for driving traditional acquisition, loyalty and cross-sell marketing programs as well as newer data mining methodologies and applications such as text mining, RFID and supply chain analytics, marketing mix optimization and event-driven marketing
   • metrics, measurement and ROI computations
   
   
2. Facilitate professional networking and career development by hosting networking get-togethers, mentoring and tough-nuts programs and the industry-recognized Analytics Certificate Program.
   
   
3. Enable professional growth through interactions with the larger business community to develop and determine best practices in the acceptance and usage of analytics to drive business goals.

Target Audience

The Council seeks to support two distinct segments:

1. Trained analytics practitioners with an advanced degree in statistics, economics, psychometrics, computer science, artificial intelligence or related disciplines.
   
   
2. Managers, Directors and Executives involved in the utilization of analytics to drive the business forward.

Analytics Council Member Benefits

Membership Roster

To view the roster with access to online member profiles, you must sign on as an Analytics Council member.

The DMA Analytics Council Blog

Analytics members can now easily connect with one another via the Analytics Blog. Post your opinions, learn from and comment on best practices and research findings, or pose questions to your industry peers! It's a great way to leverage the expertise of the Analytics Council membership and learn while you work from your own desk.

Council Events

Analytics Council members meet regularly, networking and sharing their knowledge with one another. Educational seminars, virtual seminars, and events such as the DM Days New York Conference and the Annual Conference keep Council members up-to-date on the latest developments affecting analytic research.

In addition, you can attend events sponsored by the Analytics Council at a special discounted rate for Council members.

DMA ANALYTICS COUNCIL CERTIFICATE PROGRAM. As an added benefit to members, DMA is now offering an Analytics Council Certificate of Completion. Requirements include the accumulation of 15 analytics credits. Credits can be earned by attending DMA Analytics Council-sponsored seminars and virtual seminars, which are ranked as follows:

• Introductory Analytics and Marketing Applications (1 credit),
• Mix of Statistical Coverage and Marketing Applications (2 credits)
• Advanced Master's Level Statistical Coverage (3 credits).

Scheduled Analytics Council Events 07/15/2008 How To Use Individual/Household Zip Code & Block Models Virtual Seminar Register Now! 07/24/2008 Cut Through the Clutter With Contextual Marketing Virtual Seminar Register Now! 10/11/2008 DMA08 Conference & Exhibition Las Vegas, NV Register Now!

You’re Invited to Participate in the 3rd Annual Analytics Challenge!

Sponsored by the DMA Analytics Council and CAC Group, Inc.

Compete against other industry leaders in building a marketing optimization model using the same dataset and raw variables. Transform, combine, and analyze the data utilizing your best tricks and tools! Be judged on merit – the best final models will be selected as winners, and the companies will be recognized as champions of the 2008 Analytics Challenge!

The winners of the challenge will be guaranteed an opportunity to present their submissions at a special session during NCDM 2008 Conference in December in Gaylord Palms Resort in Orlando, Florida. To continue acknowledging outstanding participation, this year winners will again be recognized in both client and supplier categories. All entries will compete for the overall 1st prize trophy.

Competiton’s Rules and Application

Don’t delay – Deadline is July 3, 2008 Email your application and questions to challenge@cac-group.com.

Mentoring Program

There is a new benefit exclusively for DMA Analytics Council members! In our ongoing efforts to foster careers in marketing analytics, we have launched the DMA Analytics Council Mentor Program. The goal of the program is to provide a means for connecting marketing analytics professionals with one another. There is no commitment other than what is agreed to between the mentors and the mentees themselves. For more information about the DMA Analytics Council Mentoring Program, click here.

News & Information

View archived articles from Analytics Council E-Newsletters and other DMA news and announcements important to analytics. Access is exclusively for members of the Analytics Council.

Fall 2007 E-Newsletter

I. Six Steps to Moving Beyond Email Campaign Reporting By Thane Stallings

II. An Alternative Approach to Developing Robust Acquisition Models with Low Response Rates By Hualin Wang, Kaixia Zhang, and Tim Sweeney

 

Spring 2007 E-Newsletter

I. Letter from the Chair by Devyani Sadh, PhD, CEO & founder, Data Square, LLC and council chair

II. Marketing Mix Truth and Fiction in the Quest for Marketing Performance Measurement by Vinit M. Doshi, senior vice-president of Analytics at MMA (Marketing Management Analytics)

III. A Customer Equity Modeling Approach to Channel Marketing by Hongjie Wang, VP Customer Analytics, Fulcrum Analytics, Inc. and David King, CEO, Fulcrum Analytics Inc.

IV. Upcoming Seminars at the DMA Seminar Center, 1120 Avenue of the Americas, New York City

Joining The DMA Analytics Council

Maximize your DMA membership and JOIN the Analytics Council now. To learn more about Council activities, contact us at 212-768-7277 or fvicencio@the-dma.org.

Please note: Membership in DMA Councils is exclusive to employees of DMA member companies.

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