Live from DMA2012: The booth review

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Live from DMA2012:  The booth review
Live from DMA2012: The booth review

Exhibitors at DMA2012 in Las Vegas continued to serve up innovative solutions for targeted marketers on Tuesday. Here are notable finds turned up by Direct Marketing News editors on the scene.

Optimizing Sapphire

Marketers who access Infogroup's Sapphire database can now get the names of prospects who have taken an active interest in their products or services. Sapphire Web Optimizer, introduced this week, tracks visitors to a company's website and matches them against the database. Marketers control the frequency of the leads they receive and pay only for the names they want.  The Sapphire database consists of 56 million postal addresses and 20 million email addresses.

Kern transforms

The Kern Organization announced a “self-transformation” at DMA2012.  It will henceforth be known simply as Kern as it pursues a goal of helping clients achieve “record-breaking growth in record time.” To that end, it has made two new executive hires: Tom MacKendrick as VP of digital and data, and Jim Rosen as executive creative director. President and founder Russell Kern says the new direction will be powered by a supercharged effort to use data to target campaigns, noting that “the explosion of data and measurement tools opens up some very exciting possibilities.”

Delivering on deliverability

Show-goers who stopped by the eDataSource booth could sign up for a free trial of its new Inbox Tracker service that presents detailed views of campaigns along with delivery metrics. The Tracker follows the email delivery of more than 10,000 marketers in over 100 industries. An added service available from eDataSource provides more detailed engagement statistics such as read and deletion rates.  “Inbox tracker is a natural extension of our competitive intelligence and monitoring services,” says G.B. Heidarsson, senior vice president of sales and marketing.

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