Las Vegas—United Airlines and Macy's Department Stores were named joint marketers of the year by the Direct Marketing Association at its annual conference and expo here.
United was recognized for its work in combining disparate customer databases following its merger with Continental Airlines. A marketing and customer relationship management campaign for United's MileagePlus program reached out to members of frequent-flier programs at both airlines, resulting in a better understanding of the combined customer database. United was able to use this information “to drive revenue and change the customer experience,” according to the DMA.
Macy's was recognized for its customer loyalty program. Working with customer relationship company dunnhumby USA, Macy's used modeling and statistical techniques to segment key customer groups and tested optimum ways to interact with them. The program used storewide mailings, category-focused mailings, emails and online display advertising.
Also announced at the conference were two new inductees to DMA's Hall of Fame: Hal Brierly, executive chairman of customer loyalty company Brierly+Partners, and Marjorie Kalter, a professor at New York University's Stern School of Business.
Brierly, a co-founder of Epsilon Data Management, was a pioneer in developing airline loyalty programs, including American Airlines' AAdvantage program and Pam American World Airways' WorldPass.
As an exec VP at agency Wunderman New York, Kalter led integrated campaigns for American Express Co., AT&T Inc. and Kraft Foods. She created the integrated marketing program at NYU, where she was its only full-time professor.