New York—The Direct Marketing Association has opened a Silicon Valley office it is calling the Center for Accountable Marketing to work with West Coast marketers and serve as a source of information about emerging marketing technologies.
“There are all kinds of new marketing media, technology and services, and we want to be the unbiased source of information for marketers' success,” Alexandra Morehouse, new executive director of the Sunnyvale, Calif.-based center, told BtoB
Technology is increasingly driving marketing campaigns, Morehouse said, and “if the action is in a particular geographic area, you go to where the business is.” She said DMA wanted to be close to such major digital marketers as Mountain View, Calif.-based Google and LinkedIn, and Palo Alto, Calif.-based Facebook.
Morehouse said the center would act as an unbiased source of information about marketing technologies.
“The closest analogy is Consumer Reports,
she said. “Marketers are overwhelmed with trying to know the best technology to use, with consultants offering their "patented secret processes.' We hope to be an unbiased filter of thought leadership and resources.”
Morehouse most recently was CMO of the American Automobile Association of Northern California, Nevada and Utah, and has held marketing positions at American Express Co. and Charles Schwab & Co.