Trial for data lists backed by DMA
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The Direct Marketing Association (DMA) has offered its backing to new trials of personal data store technology by Mydex Community Interest Company.
DMA executive director Chris Combemale said that the new system will help businesses verify customer information more easily and provide marketers with up-to-date data on clients in order to get the best results.
He commented: "Mydex's personal data store has the potential to have significant and wide-ranging implications for businesses and their customers. Both consumers and marketers stand to benefit from this initiative."
Mr Combemale added that the technology will enable marketers to create well-targeted campaigns that are tailored to the consumer's stated preferences, permissions and circumstances.
The DMA is presently overseeing operational trials of the product.
Elsewhere, Lance Mercereau, director of marketing and public relations at Rosslyn Analytics, recently argued that maintaining the quality of their data lists should be a top priority for firms at all times.
Posted by Suzanne Stock – Communications Director, HR, Online Advertising, General Marketing
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