DMA study: Key performance indicators show upward tick

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New York—Direct and digital marketers reported improvements in key performance indicators during the second quarter of this year, according to a new report from Direct Marketing Association.

The DMA’s Quarterly Business Review, conducted in partnership with managing 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.

DMA’s study is based on online surveys conducted in July, which drew 532 responses.

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