Vote for SOW Reform to Stop Agency ‘Manslaughter’


The 1991-92 recession was a boon to database marketing. Fed up with ad spending that wasn’t producing results, many brands — advertisers — turned to databases and data-based marketing to deepen their understanding of customers, and learn how to attract new customers who looked just like them.

The economic growth of the 1990s only solidified database marketing’s reputation, with its ability to produce and refine predictive models, enable better A/B and multivariate testing, and bolster acquisition, retention and loyalty business objectives.

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