MoreVisibility Helps The Direct Marketing Association (DMA) Achieve 2,000% ROI on Annual Conference

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Through strategic Paid Search campaign management for The DMA, MoreVisibility was able to double attendance for the DMA2013 conference.

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MoreVisibility, a six-time Inc. 500/5000 company and one of the world’s largest and most experienced digital agencies, reaffirms its commitment to supporting and educating direct marketers through its long-term relationship with The Direct Marketing Association (DMA).

Since 2006, MoreVisibility has worked with The DMA to promote the organization’s highly regarded Annual Conference, which attracts an international audience of data-driven marketers who are looking to learn as well as share their real-time knowledge and tangible experiences. DMA2013 was held in Chicago. This year, DMA2014 will be held in San Diego, Oct 25-30, 2014.

DMA has utilized Paid Search for the past several years to drive registrations for its annual conference. In 2013, DMA sought to better optimize their Paid Search by incorporating transaction data to more effectively inform marketing decisions. Furthermore, additional focus was centered on the cost per acquisition of conference attendees.

“In the past, DMA was challenged with attributing registration performance precisely across channels. Yet, with guidance from MoreVisibility, we were able to increase ROI from our Paid Search strategy by unifying onsite metrics with in-market advertising stimulus,” explained Bob Traino, VP Marketing at DMA. “We were also able to expand our reach beyond our core market to appeal to a new generation of marketers who are driven by data.”

To accomplish DMA’s objectives MoreVisibility dug deep and performed in-depth analysis of the prior year’s metrics to better understand:

  •     The amount of the overall budget that should be allocated each month leading up to the conference.
  •     Carefully examined all Search, Display and Social channels to determine the most favorable avenues for registrations.
  •     Held bi-weekly check-ins with The DMA team to review progress and modify the campaigns through detailed tracking of campaign performance. With a relatively short campaign, it was crucial to spot trends early on and adjust our tactics accordingly.

Initially more than half of the ad budget was allocated to Google Search since the (limited) data from prior years regarding LinkedIn and Facebook performance were underwhelming.

Through careful monitoring of not only conversions but also the cost per acquisition, Facebook emerged as an unexpected “star performer.” While it brought in a little over half of the revenue realized by paid search, it had a far higher conversion rate.

The Results of all activities:

  •     ROI of over 2,000%
  •     More than doubled conference registrations attributable to the Paid Search spend year over year with the same budget
  •     Increased the conversion rate year over year by 33%

“We were delighted with the performance of this year’s campaign for The DMA Annual Conference. The Direct Marketing Association is the bedrock of the direct marketing industry and partnering with The DMA to manage their campaigns is a true honor,” noted Andrew Wetzler, President of MoreVisibility. “We look forward to achieving even greater results in 2014.”

About the 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. DMA provides the Voice to shape policy and public opinion, the Connections to grow members’ businesses and the Tools to ensure full compliance with ethical and best practices as well as professional development.

About MoreVisibility
Founded in 1999, MoreVisibility is one of the nation’s leading Search Engine Marketing, Optimization and Design firms, having helped hundreds of Fortune 1000 companies and small businesses. From 2005 - 2010, MoreVisibility was named to the Inc. 500/Inc. 5000 list of the nation's fastest growing privately owned firms. MoreVisibility is a Google Analytics Certified Partner, Google AdWords Certified Partner and a Google Tag Manager Specialist.

MoreVisibility boasts high client retention through a team of 40+ senior professionals who deliver superior performance and measurable results. Notable clients served include: The Direct Marketing Association (DMA), Children’s Hospital of Philadelphia, The Metropolitan Museum of Art, Miami Dolphins, McGladrey, The Mayo Clinic, Sears, Grace Construction, Government of Taiwan and Clemson University. MoreVisibility is based in Boca Raton, Fla., and can be found on the web at

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Danielle Leitch
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