Big data reshapes direct marketing

57 percent of marketing professionals identify conversion rate improvement as the primary benefit of big data.
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The Direct Marketing Association says big data is reshaping the way marketing and fundraising workers engage consumers, and how fundraisers engage potential donors. How? By making them focus even more on conversion.

Linda Woolley, named president and CEO of the DMA in January, speaking of the DMA's January report, "Big Data: Impact on Marketing Organizations," said it was clear that the increasingly data-driven world is reshaping how marketers engage with consumers. The DMA reported that 57 percent of marketing professionals identify conversion rate improvement as the primary benefit to big data.

Robert Blakely, vice president of business development for Echo Communicate, told American News Report that big data is the new frontier in customer acquisition and retention because "with the proper rules-based marketing engine, information can be personalized with incredible specificity."

Echo Communicate published a case study with U.S. Lacrosse in which it described Echo's development of a rules-based system that coordinated a blend of personalized direct mail, email and web channels that resulted in a 26 percent increase in membership retention rates, according to ANR, which cited another report from Yesmail saying 66 percent of marketing departments plan to hire new employees for data collection and analysis and 53 percent plan to significantly increase their use of real-time data.

For more:
- see the DMA webinar

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