Direct Marketing Association
The US Direct Marketing Association (DMA) is a trade organization for data-driven marketers which seeks 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.