Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Poor grades for in-house databases

Published on .

Orlando, Fla.--Marketers are not making the most of their valuable in-house databases, according to panelists at the Direct Marketing Association’s Tuesday morning CEO panel discussion on industry trends. Moderator H. Robert Wientzen, DMA presidentCEO, asked panelists to “grade” the industry’s use of data for marketing purposes. “It’s at best a “C,” said Richard Hochhauser, presidentCEO at HarteHanks, adding that “relationship marketing has not really lived up to the expectations we’ve had.” “I would give the financial industry a higher [grade],” said Kevin Ryan, CEO at DoubleClick. Ryan said improving database marketing is a big priority for many companies. “You’ll see a tremendous focus in the next year or two,” Ryan said.
Most Popular
In this article: