Relevate’s Vice Chairman Tapped as Lead Instructor for the Direct Marketing Association’s Newest Certification Program

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Peg Kuman, vice chairman of Relevate, teaches the newest program offering of the Direct Marketing Association, The Institute for Marketing Data Governance and Certification. This three-day course is offered in San Francisco, CA November 7-9, 2012 and in New York, NY December 12-14, 2012.

Relevate, Improve Your Data, Elevate Your ROI

Marketing data governance is an ongoing process and should be ever-changing as companies innovate and add new data capabilities, new data, new devices, new services, and launch new brands.

Marketing data solutions provider, Relevate®, announced today that Peg Kuman will teach this new three-day course, which recently debuted in New York and Chicago, and will be in major cities nationwide through 2013. The course covers topics indispensible for anyone handling or accessing customer data in any organization, including best practices with regards to data and information security, including physical security, virtual security, monitoring, implementing business rules that insure privacy, and compliance including notice and customer choice. According to Kuman; “Marketing data governance is an ongoing process and should be ever-changing as companies innovate and add new data capabilities, new data, new devices, new services, and launch new brands.” She observed that, “We are rapidly migrating from a push marketing world to a pull marketing world, and as that happens, forces and factors will create new innovative opportunities for marketers, and new more restrictive points of view from regulators.”

If you want to take a deeper dive into building a marketing data governance plan and roadmap for the future, become certified by attending DMA’s Data Governance Institute. Click here for dates and details.

Attendees can expect to gain insight on:

  • Calculating, assigning and monitoring risk on data assets
  • Data hygiene strategy, appending data with key information, and ensuring its use as “marketing only”
  • Assigning and prioritizing sensitive data elements, including personally identifiable information
  • Investigating a potential data security breach

“With the focus on Big Data, which includes marketing data and so much more, it’s imperative that organizations focus on the practices surrounding data collection, security, quality and integrity of the data that they maintain on customers, members and donors,” said Kuman. “This new certification program provides tangible tactics and metrics to data guardians and marketers in any type of business or non-profit.”

About Relevate®
Relevate, with its headquarters in Springfield, Virginia, is a data insight and management company that combines the power of analytics and quality data assets to deliver a comprehensive range of marketing intelligence and digitally driven marketing solutions. Over 1,500 companies work with Relevate to improve their ROI and build leading-edge marketing solutions. For more information, call (800) 523-7346, or visit

About The Direct Marketing Association (DMA)
The Direct Marketing Association ( is the world’s largest trade association dedicated to advancing and protecting responsible data-driven marketing. Founded in 1917, DMA represents thousands of companies and nonprofit organizations that use and support data-driven marketing practices and techniques.

In 2012, marketers — commercial and nonprofit —will spend $168.5 billion on direct marketing, which accounts for 52.7 percent of all ad expenditures in the United States. Measured against total US sales, these advertising expenditures will generate approximately $2.05 trillion in incremental sales. In 2012, direct marketing accounts for 8.7 percent of total US gross domestic product and produces1.3 million direct marketing employees in the US. Their collective sales efforts directly support 7.9 million other jobs, accounting for a total of 9.2 million US jobs.

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