DataLab Wins 1st Place 2016 DMA Analytics Challenge

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DataLab USA (, one of the nation's foremost addressable marketing consultancies, has been awarded first place honors in the 2016 Direct Marketing Association (DMA) Analytics Challenge for most accurately predicting customer lifetime value for a leading peer-to-peer lending company.

DataLab USA (, one of the nation’s foremost addressable marketing consultancies, has been awarded first place honors in the 2016 Direct Marketing Association (DMA) Analytics Challenge. The DMA presented the award October 17 at the &THEN Conference, DMA’s premier annual event, in Los Angeles.

The DMA is the world’s largest trade association dedicated to advancing and protecting responsible data-driven marketing. DMA represents thousands of companies and nonprofit organizations that use and support data-driven marketing practices and techniques.

The DMA hosts this annual challenge in order to educate the analytics community about analysis, modeling, and data manipulation as well as recognize the industry leaders.

Powered by EY and hosted by the DMA Analytic Community the challenge consisted of predicting profitability for a personal loan product using hundreds of credit bureau and application attributes related to the loan.

Each participating company received model development data sets, model validation data and a data dictionary. The winners were selected using (lowest) mean squared error in predicting profitability on the blind validation data set.

Aaron Davis, Chief of Analytical Services at DataLab, stated, “I’m very impressed with our track record over the past 10 years in the DMA analytics challenge. I’d like to sincerely thank the team at DataLab for putting forth another exceptional effort. Thanks goes out to EY and the DMA for hosting the challenge.”

The top 3 solutions presented their methodologies at the event; final submissions included entries from over 3 countries and 50 organizations including brands, agencies, and academia.

About DataLab USA:

DataLab USA is an addressable marketing consultancy that focuses on optimizing multichannel marketing programs. DataLab has won more DMA (Direct Marketing Association) analytical awards than any other company.

Through the effective use of analytics, data sourcing, data processing, and digital services, DataLab USA effectively enables organizations to maximize the results of their direct marketing investments.

DATALAB USA is a privately held company with offices in Washington, DC with its Addressable TV division in Denver, CO. For more information, contact Nick Lockard at (800) 972-1430 or nlockard(at)datalabusa(dot)com

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Nick Lockard
DataLab USA
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