DataLab USA Wins 2010 DMA Analytic Challenge

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DataLab USA (http://www.datalabusa.com), one of the country's leading data analysis, database warehousing and marketing services agency, has announced today that it placed 1st in the 2010 DMA Analytic Challenge, sponsored by the CAC Group, Inc. and the Direct Marketing Association (DMA) Analytics Council. This year the competition's host partnered with the Make-A-Wish Foundation®. For the challenge, participants were required to create a predictive model to identify the most profitable lapsed donors and determine how much the Make-A-Wish Foundation® should invest in this audience, thereby increasing the success of its lapsed donor fundraising in the context of all other marketing efforts. This is DataLab's fourth consecutive award from the Direct Marketing Association.

DataLab USA (http://www.datalabusa.com), one of the country's leading data analysis, database warehousing and marketing services agency, has announced today that it placed 1st in the 2010 DMA Analytic Challenge, sponsored by the CAC Group, Inc. and the Direct Marketing Association (DMA) Analytics Council. This year the competition's host partnered with the Make-A-Wish Foundation®. For the challenge, participants were required to create a predictive model to identify the most profitable lapsed donors and determine how much the Make-A-Wish Foundation® should invest in this audience, thereby increasing the success of its lapsed donor fundraising in the context of all other marketing efforts. This is DataLab's fourth consecutive award from the Direct Marketing Association.

Competing against 12 other teams, DataLab's team of four utilized over 1,100 variables, normalized different creative, and made final probability adjustments for micro-segments in order to pull out ahead of their competition. This year's competition allowed the participants to work with real data provided by the Make-A-Wish Foundation®.

"This win solidifies DataLab as the top Data Analysis agency in the country. Our experienced, yet innovative data analysts are what set us apart from our competitors. I am extremely proud of our team and look forward to seeing similar results in upcoming competitions," commented Alex Aigner, EVP of Business Development at DataLab USA.

Only in its 5th year, the 2010 DMA Analytic Challenge has become a widely popular event among attendees. The objective of the challenge is to recognize companies that achieve superior performance in the area of analytics and to provide a valuable service to a worthwhile charitable organization. The winners of the competition are determined by their winning model. This year the challenge had 15 participants from the top database marketing companies across the US.

"The Challenge attracts the top analytic firms in the direct marketing industry. DataLab has proven itself as an industry leader, and we congratulate them on winning this year's competition," ~ Brad Rukstales, President of CAC Group, Inc. and moderator of the 2010 DMA Analytic Challenge.

About DataLab USA:
DataLab USA, LLC is an award-winning data analysis, database warehousing and database marketing agency. For over 30 years, we have provided Fortune 500 companies in the financial, retail, education, insurance, and non-profit industries our expertise in database strategy marketing. By providing our clients with customized solutions to their marketing challenges, we are able to maximize efforts and increase return on investment. Our philosophy is unusual in the industry today, as there is no attempt to "black box" our technology. We partner and compete in the database marketing space with Accudata, Acxiom, Alliance Data, InfoUSA, Epsilon, Equifax, Experian, KBM Group, Merkle, TransUnion and other database marketing companies. DataLab USA, LLC is a privately held, company with headquarters just outside of Washington, DC in Germantown, Maryland. For more information, contact DataLab USA at 1-800-972-1430 or visit http://www.datalabusa.com.

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Alex Aigner
DataLab USA
800-972-1430 ext. 532
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