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  • The US Direct Marketing Association 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. It is based in Washington, DC and New York City in the United States, but its members include companies from 48 other countries as well, including half of the Fortune 100 companies, as well as many nonprofit organizations. Members of DMA agree to comply with strict guidelines, which set ethical standards for the right way to use data responsibly in marketing. These cover aspects like privacy, data collection, consumer notice, use of data and other aspects of responsible marketing.

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