Do not Pass Unica, Go Directly to the DMA
October 19th, 2005 by Adam Cuothe
Unica CEO, Yuchun Lee, has a few extra things to do–presumably not tapping out hours plugged to a call center cubicle though. October 17th marks his ascent to the board of the Direct Marketing Association (DMA). No longer just a behind the scenes kind of guy, at top enterprise marketing management (EMM) company, Unica, he’s going to be approving intense fibs, err strategies. Actually Unica says that over 300 customer-focused companies use their products, which is a relief because you wouldn’t think Unica would do very well with non-customer-focused companies. What does customer-focused mean, is it to the customer’s wellfare? Is to the company’s?
Anyway, let’s get to the meat of the matter–I mean Mr. Lee’s insightful quote from the press release. He said
The DMA helps shape the way that businesses apply data-driven marketing methods . . . I am very honored to be elected to serve on the board of such a committed and influential organization within our industry…”
So I suppose the answer to customer-focusedness might be found within the realm of the DMA and that is where we must look. What exactly is the DMA committed to? Let’s examine its strategy (pdf), which is available from its web site.
Enter vision! “The DMA will represent the entire Direct Marketing Community across the complete, end-to-end, Direct Marketing Process, in order to create the most attractive market space for all participants.” I ask, who are “all participants” if not the marketers and the marketees? It’s a good question to ask, because according to the DMA’s response, it is “…concerned about the welfare of anyone who uses DM techniques or makes purchases or donations in response to them.” That clearly includes customers.
The next statement in its strategy is the jello star salve on a business slur savvyman. Pull out your scotch, lunchmates: “The Mission of The DMA is to expand the convergence zone of the Direct Marketing market space in order to maximize the long-term economic interests of its members.” That convergence sweetness is where suppliers and customers meet, they say. Well let’s examine what the DMA does to “maximize the long-term economic interests of its members.” I think it’s clear for the supply-side, but what about the consumer-side? I looked. I really did. After all, I want to maximize my long-term economic interests. I tried to see what I’d get if I could find some way to join an organization “…dedicated to helping members increase their effectiveness and profitability…”
But if you’re just some duddy on the other end of convergence (a customer type) the DMA doesn’t actually offer anything to maximize your long term economic interests. According to the DMA’s web site on joining “Membership in DMA is corporate which means that companies join DMA, and individual employees of those companies enjoy the benefits of membership. Annual dues begin at $1,250…” and look who the members are.
The DMA says “Our mission is to encourage the education, growth and profitability of our members and their adherence to high ethical standards.” but isn’t an honest statement of intentions part of adhering to high ethical standards? If so, I believe the DMA should revise its vision and strategy statement to bring it in-line with the fact that its real intentions have nothing to do with the long-term economic interest of the entire convergence zone. Just a select few participants–and especially those that fork over upwards of 12 hundred (USD). Maybe if the DMA had just stuck with its fifth strategic goal “Increased Direct Marketing in all Intensity Segments” it would ring true, even if Mr. Lee hasn’t a clue what an intensity segment is.
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