The DMA Research Council has changed its name to the DMA Analytics Council, effective immediately. The name change reflects an expanded focus of the former Research Council.
“Activities of the council have evolved significantly over the years,” said John Carter, Ph.D., council chair and senior vice president of Equifax, Inc, in a statement. “In the past, The Research Council was focused on primary research and direct marketing testing. As direct marketing has progressed, analytical methods and the use of information have become increasingly more sophisticated.”
Carter continued, “Primary research is now a small part of our council focus. Today we are heavily involved in advanced analytical techniques including segmentation, predictive modeling and data mining, and the use of these techniques to create successful acquisition, loyalty and cross-sell programs.”
The DMA Analytics Council will start its 2005 Webinar and seminar series on March 10 with “Discover Customer Buying Behavior Using the Hierarchical Bayesian Method.” The program will take place on March 10 at The DMA Seminar Center, and will present a modeling approach designed to solve the incomplete information problem.
The Council also plans to publish an academic journal, “The DMA Analytics Journal,” which will feature articles by leading industry experts on emerging trends. The journal’s content will be geared towards uncovering prospect and customer insights from a wide range of data and information resources, and will include new and emerging statistical methodologies that result in improved database marketing performance.
