Data & Marketing Association
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The Data & Marketing Association (formerly, Direct Marketing Association), also known as the DMA, is a trade organization for marketers. Its stated objectives are to advance and protect responsible data-driven marketing. Data-driven marketing can include any marketing where consumer data is used for marketing purposes, usually to create a more customized experience – like presenting custom offers in an email, recognizing a regular customer on a website, providing benefits through a loyalty program, showing recommendations on a website, or inclusion other special customer groups. It can include many marketing channels, such as postal mail, email, social, inserts, web advertising, publishing/content marketing and search. DMA was founded in 1917. The DMA launched the International ECHO Awards in 1929. DMA is based in Washington, DC and New York City in the United States, but its members include companies from 48 other countries as well, including half of the Fortune 100 companies, as well as many nonprofit organizations.
Members of DMA agree to comply with strict guidelines, which set ethical standards for the right way to use data responsibly in marketing. These cover aspects like privacy, data collection, consumer notice, use of data and other aspects of responsible marketing. DMA enforces these guidelines, accepting complaints from consumers or other companies, and after a member review of the practices and allowing the company to change any non-compliant practices, then publishes a list of "bad actors". These non compliance companies are also reported to the appropriate authorities.
In addition to supporting those industry standards and agreeing to follow the Member Principles, companies that use data in marketing join DMA to network, grow their business, train their staff and participate in advocacy efforts. DMA does not address the use of consumer data for other, non-marketing uses.
DMA provides a method for consumers to opt out of various kinds of direct marketing, including credit and insurance offers by mail, catalogs, magazines, and other direct mail offers. DMA charges a fee to remove addresses from the mail list. This can be found at DMAChoice.org.
Consumer complaints about marketing practices are also accepted at the thedma.org website.
Criticism of the DMA includes that compliance is voluntary; that enforcement is limited; and that the requirement for consumers to opt out of direct marketing, rather than opting in, favors marketers by making direct marketing the default.
Notable members include:
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- "DMA Guidelines for Ethical Business Practices". Archived from the original on 2017-12-20. Retrieved 15 February 2018.
- "Marketing Ethics and Compliance - Ethical Business Practices". thedma.org. Archived from the original on 2017-07-15. Retrieved 2018-02-15.
- "DMA Member Resources - DMA Member Communities - Join DMA". thedma.org. Archived from the original on 2018-06-16. Retrieved 2018-12-12.
- "Archived copy". Archived from the original on 2014-10-01. Retrieved 2014-10-01.
- Nelson, Richard R. (2005). The Limits of Market Organization. Russell Sage Foundation. p. 284. ISBN 1610444248.
- "Data & Marketing Association - The DMA". thedma.org. Retrieved 2018-08-15.