DMA revamps database marketing infrastructure with ARGI, Alterian

The Direct Marketing Association has revamped its database marketing infrastructure, moving to an integrated multichannel database marketing platform.

The DMA selected an Alterian-based solution from ARGI to provide the platform for its new membership and marketing communication efforts. Alterian is based in Chicago and ARGI is based in Montvale, NJ.

The new platform will allow New York-based DMA to rapidly plan, execute and analyze results from its membership marketing and communication efforts using both direct mail and e-mail.

Moreover, the DMA will have the ability to conduct its campaigns across multiple online and off-line channels, obtaining a more consistent customer view across multiple channels.