Day Two at DMA2014

Excellence, direct mail, and excellence in direct mail were among the prevailing themes at the Direct Marketing Association convention yesterday:

Teradata’s Arthur is Marketer of the Year. For challenging marketers to deal with what she calls “the Big Data hairball,” Teradata marketing applications CMO Lisa Arthur was honored by DMA as Marketer of the Year at a ceremony in San Diego yesterday. The association recognized Arthur—a 2013 inductee into Direct Marketing News’s Marketing Hall of Femme—for taking the “bold step” to urge companies to get their data-driven strategies up and running. Also recognized as MOY’s were Hearst Magazines and MetLife.

Delivering more than Every Door.  GbBIS introduced Target Door Direct Mail, a “geo-visual,” analytical Web service for targeting direct mailngs and selecting carrier routes. The company contends its solution provides more comprehensive data analysis than that provided by Every Door Direct Mail (EDDM) program, while noting that it is completely compatible with the U.S. Postal Service program. “This is an enhancement to mailers’ EDDM programs,” says GbBIS CEO Dan Olasin. “Through a collection of analytical tools and thousands of data sets, it creates an interactive environment to identify and select carrier routes.”

Fuji Xerox wins Diamond ECHO. At a gala event hosted by comedian Chris Hardwick, the DMA last night presented the ECHO Awards that honor direct marketing campaigns marked by exceptional creativity, strategy, and, of course, results. Taking the “best in show” Diamond ECHO was “Wide War One,” created by Republik New Zealand for Fuji Xerox. The U.S. Postal Service’s Gold Mailbox award went to Google Japan’s AdWords Puzzle campaign from MRM/McCann Tokyo.

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