NCDM 2010: Aetna, Merkle wins database excellence honors

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Miami—Aetna Inc. and its direct marketing agency Merkle were named top b-to-b award winners today at the 2010 NCDM Database Excellence Awards at the annual expo and conference of the National Center for Database Marketing.

Silver winners Aetna and Merkle partnered on a regional healthcare offering that differentiated small-business owners from consumers using what NCDM called "an innovative method of combining business and consumer data sources." Merkle also developed an attribution program for conversion and reporting.

"We're proud to be associated with Aetna in helping them solve the difficult challenge in identifying small-business owners separately from individuals," said Owen McCorry, VP-business development at Merkle. "It's a challenge faced by most organizations who market to both companies and consumers."

Taking a bronze in the b-to-b category was Comcast Business Services and marketing optimization company Allant Group for a lead-generation initiative on behalf of Comcast's divisional and regional managers. Using customer database prospecting and direct mail, the first nine months of the program increased Comcast's customer base by 9.7%.

The NCDM awards honoring organizations for their use of marketing data and technology, were evaluated on marketing strategy, execution and results.

Taking the platinum award, NCDM's top award for database excellence, was New Zealand-based retailer Progressive Enterprises and marketing strategy company Affinity ID, Auckland, New Zealand, using purchasing histories and segmentation to promote weekly specials using e-mail and Progressive's website.

Other awards categories and winners included:

Analytics and Modeling Applications

Gold winner: Sprint Nextel
Silver winner: Accent Marketing Service
Silver winner: IBM Corp.

Multichannel Marketing

Gold winner: Progressive Enterprises and Affinity
Silver winner: Alcon Inc. and Relationship Marketing
Bronze winner: FedEx Corp. and Epsilon

Technological Applications

Silver winner: Rodale and Acxiom Corp.
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