DMA, DoubleClick launch multichannel marketing survey

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New York—The Direct Marketing Association on Friday announced it has partnered with DoubleClick to launch a survey designed to establish multichannel marketing benchmarks. The survey combines the DMA’s "E-commerce" and "State of the Catalog" surveys into one report.

The survey will track ad spending, revenue results, direct response advertising performance, testing and reporting, and overall direct marketing strategies through multiple channels. The study is confined to catalogers, e-commerce marketers, retail stores and non-outlet wholesale stores that generate orders.

The study will also cover cross-channel integration of databases, management of merchandising, customer service practices, operations infrastructures, e-mail techniques and bottom-line financial data.

To access the survey, click

—Carol Krol

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