DMA Response to Congressional Enquiry on “data brokers” – help for us alsoBy
.This excellent letter from the US Direct Marketing Association to an enquiry recently launched in the US Congress suggests that marketing, addresses, hybrid mail, and all current methods of communicating with consumers on the back of “big data” are under constant scrutiny by policy-makers, indirectly if not directly. This is as it should be. Privacy in the digital age is a topic that merits constant revisiting. The address data community salutes this communication and the US DMA’s vigilance, which is indirectly on our behalf, given the many important uses to which address data are put.
Note especialy this point. “Marketing benefits consumers individually by informing their buying decisions and collectively by fueling competition. It is critical to understand that marketing databases are not individual “look up” services. They are merely high-tech ways for companies to pursue the same goal that marketers have always had – namely, reaching a group of consumers likely to enjoy their products and services. No company wants to send a lawnmower discount to an apartment dweller, and no apartment dweller can use such a coupon. Moreover, no company wants to send a lawnmower discount to a single homeowner, but rather to a group of likely buyers.”
Better targeted mailings, based on accurate data of all types benefits all companies in the direct marketing value and data use value chain.