As Data-Driven Marketing Gains Traction, Governance and Analytics Present New Challenges.

The article focuses on the DMA (Direct Marketing Association) 2014, conference held in San Diego, California, reprinted from the customer relations management website DestinationCRM.com published on October 28, 2014. Topics discussed include increased use of data-driven approach to marketing, importance of self-regulation in the marketing and a guide about data breach notification released by the DMA. The symposium featured various executives including JoAnne Monfradi Dunn, chairman of DMA.