DMA study: Key indicators up Harte-Hanks acquires Information Arts
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Direct and digital marketers reported improvements in key performance indicators during the second quarter of this year, according to a new report from the Direct Marketing Association. The DMA's Quarterly Business Review, conducted in partnership with management consulting company Winterberry Group, found that 53% of both marketers and suppliers reported that second-quarter profitability improved over the same quarter in 2009. In other findings, marketers spent $149.3 billion last year on direct marketing, which accounted for 54.3% of all ad expenditures in the U.S. The DMA's study was based on online surveys conducted in July that drew 532 responses. Direct marketing company Harte-Hanks Inc. has acquired U.K.-based Information Arts, a provider of data-driven marketing intelligence to b-to-b marketers in Europe. Financial terms of the deal were not disclosed. Information Arts, based in the London suburb of High Wycombe, provides profiling, segmentation, modeling and other analytics. It has been a business partner of Harte-Hanks since 2007. The company will operate as a business unit of Harte-Hanks Direct Marketing under the current leadership of CEO Simon Lawrence and Managing Director Gary Selby.