Poor grades for in-house databases

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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.
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