DataLab USA Wins the Gold Award from the DMA for Analytics and Innovation for Farmers Insurance

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DataLab USA (, one of the country's leading Data Analytics, Data Sourcing, Data Processing, Data Warehousing and Marketing Services Agency, has announced today that it received first place recognition with the Gold Award from the Direct Marketing Association (DMA) for Analytics and Innovation. This is DataLab's fifth consecutive award from the Direct Marketing Association for Analytics.

The Direct Marketing Association (DMA) announced the 2011 NCDM Database Excellence Awards winners. Honors were presented at a special awards ceremony held during NCDM 2011 -The Conference for Engaging Customers Using Data & Technology, which took place December 12-14 in Las Vegas, Nevada.

These prestigious awards honor organizations that engage customers using data and technology to improve the quality of their marketing programs, resulting in measurable results and increased value to their bottom line. Receiving an NCDM Database Excellence Award validates the effectiveness of cutting-edge expertise and achievements in producing data-driven marketing campaigns.

The 2011 NCDM Database Excellence Awards winners exceeded in one of the competition’s four categories: Analytics & Modeling; Business-to-Business Marketing; Marketing Strategies; and Technology Solutions.

The Analytics and Modeling winners were:

Gold: Farmers Insurance and DataLab USA
Silver: General Motors and iKnowtion
Bronze: IBM

In early 2010, Farmers Insurance initiated a large scale agent-subsidized direct marketing program. Up until that point, the company had mainly focused on corporate sponsored direct mail campaigns, driving leads to their exclusive agent network. Spearheaded by Jeff Berry, Director of Home Office Marketing for Farmers, and his marketing service provider, DataLab USA, the new agent-based program shared the cost burden between the corporate office and individual agents. This allowed Farmers to greatly expand its marketing depth, reaching a wider base of prospects.

With one of the largest networks of agents in the US, Farmers agents in high density areas were experiencing heavy competition for sales since prospects in these areas had many options. DataLab and Mr. Berry saw the opportunity for a more sophisticated agent assignment process.

Datalab developed the Agent Optimization Model which gave Farmers the optimal means of assigning prospects and increasing sales back to the agent. The model leveraged geographic relationships such as proximities between the prospect and the agent, and between the prospect and the agent’s customers, as well as a host of demographic interactions between the agent and the prospect. These included language alignment, age alignment, and other interactions among the 1,500+ prospect-specific data points.

To date, the model has increased agent sales by 30% while maintaining corporate sales levels. Agent satisfaction, participation and program volume continue to increase. The program, one of the largest of its kind, is now well established, currently supporting the monthly direct marketing activity for over 7,500 Farmers agents.

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

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Alex Aigner
DataLab USA
(301) 972-1430 532
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