'Data Broker' Broadcast Ignores Tremendous Value of Data-Driven Marketing

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DMA Statement: 60 Minutes Broadcast Unnecessarily Frightens Consumers

NEW YORK, March 9, 2014 /PRNewswire-USNewswire/ -- The Direct

Marketing Association (DMA) strongly objects to the unbalanced,

heavily negative depiction of the data-driven marketing industry in

tonight's episode of 60 Minutes. DMA renews its efforts on behalf and

with the industry to better educate the media, policymakers, and

consumers on the tremendous benefits that responsible marketers bring

to the entire data-driven economy.

"DMA has managed our successful self-regulation program for more than

four decades, and we will continue to fight on the side of consumer

value, transparency in data collection and use, ethical and

responsible marketing, and innovation," said DMA President and CEO

Linda Woolley. "Our Ethical Business Guidelines are the backbone of

the public trust between consumers and marketers and our consumer

services like DMAChoice.org and AboutAds.info provide consumers choice

and clear notice about how marketing data is used for marketing

purposes. According to a recent Value of Data study developed by

professors at Harvard Business School and Columbia University,

data-driven marketing contributed $156 billion and 675,000 jobs to the

2012 United States economy, and none of its detractors, including 60

Minutes, can show any harm to consumers. In fact, consumers love what

we do."

DMA will be increasing its efforts to educate all audiences on the

benefits of data-driven marketing. The association asks every member

to join in by increasing consumer-facing communications about how

marketing data is used responsibly for marketing purposes.

About Direct Marketing Association (DMA)

The Direct Marketing Association (www.thedma.org) is the world's

largest trade association dedicated to advancing and protecting

responsible data-driven marketing. Founded in 1917, DMA represents

thousands of companies and nonprofit organizations that use and

support data-driven marketing practices and techniques. DMA provides

the Voice to shape policy and public opinion, the Connections to grow

members' businesses and the Tools to ensure full compliance with

ethical and best practices as well as professional development.

In 2012, the Data-Driven Marketing Economy (DDME) added $156 billion

in revenue to the U.S. economy and fueled more than 675,000 jobs. The

real value of data is in its exchange across the DDME: 70 percent of

the value of the DDME - $110 billion in revenue and 478,000 jobs -

depends on the ability of firms to exchange data across the DDME.

SOURCE Direct Marketing Association

-0- 03/10/2014

/CONTACT: Susan Taplinger, 212.790.1589, staplinger@the-dma.org

CO: Direct Marketing Association

ST: New York




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