Keynote Speaker: Marketing Officers Are Seeing the Value of Data

Share this content:
ORLANDO, FL -- Chief marketing officers are starting to understand the importance of data, measurements and accountability in direct marketing efforts, Stephen Diorio, keynote speaker at the Winter 2003 National Center for Database Marketing Conference, said yesterday.


Diorio, managing partner of marketing consulting company Profitable Channels, Darien, CT, based his findings on surveys of 75 CMOs at major companies in the fourth quarter of 2002.


One of the CMOs' major concerns, he said, was creating revenue growth and shareholder value with less money. They are doing this by "shifting more dollars into investments in data, direct marketing and direct-to-consumer promotions."


Other findings included the fact that organizations are focusing more on the timing of their direct and online campaigns.


"Organizations like Staples and Fidelity are telling me that they are more then doubling the performance of their marketing campaigns by zeroing in on the timing [of their campaigns] as opposed to the person," Diorio said.


When it came to CRM and database programs, the survey found that though CMOs want such programs to be easier to use, they acknowledge that they need to become smarter in how they use these programs.


"They didn't push it off on the technology vendors or the database marketing vendors," he said.


Meanwhile, the strengthening economy has led to a great deal of optimism on the show floor.


"We are learning strategy by attending the sessions, and getting a lot of information from vendors that we already do business with and from other vendors as well," said Sandy Bement, direct mail coordinator at Vita-Mix Corp., Cleveland.


This year, there are 48 vendors exhibiting at the show, versus 50 last year. In October, the Direct Marketing Association was forced to change the dates for the show because of a scheduling conflict.


close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above