Zinio, VIVmag, PivotCon: DMA's Larry Kimmel - Data-Driven, Customer-Centric

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Larry Kimmel at the PIVOT Convention in New York October 2011 Interviewed by: Zinio and VIVmag

Larry Kimmel is CEO of the Direct Marketing Association. A recognized thought-leader in the marketing and advertising arenas for over a decade who joined DMA in August 2010. He led one of the world's largest direct/interactive agency networks to 10 years of unprecedented success. He has turned around numerous operations, built several companies from scratch and attracted business from a myriad of Fortune 500 companies. From 2000 to 2008, he served as the Chairman and CEO of Grey Direct Global Network, where he was responsible for up to 49 offices in 42 countries. He brought the company record-breaking results virtually every year he led the firm, successfully serving many of the world's leading companies. Prior to that position, he served as President of the agency's flagship office.
He has been frequently acknowledged and awarded by the marketing press and his peers. Larry has keynoted events around the globe and is an outspoken advocate for the direct marketing community.

Transcript of his interview:
The DMA if you don't know is the largest marketing association. We always think we have to help -- as Panasonic would say years ago, help our audience be slightly ahead of its time. So on a constant basis, we have to help people understand how to leverage data -- how to be customer centric, and how to be accountable on what they do. With the large ever increasing amount of data available through social media, we have to make sure companies understand how to leverage that information to be more customers centric and to be more accountable in what they do. And pivot slightly to make sure they get the best return in investment from their marketing investments. So what companies need to do, is get better at leveraging the data, being more customer centric and understand how to be more accountable as well. There is no question that the emphasis now is not only to leverage more data, I have more data available through the social graph, and I have more data available as a result of the ever increasing amount of data coming through smart phones and location base data. How do I what data to leverage, where to leverage it, how to be more helpful to consumers and more emphatically we have to understand what is scalable, what is repeatable. How to do social CRM well and how to quantify all of our investments across the full spectrum of channels.

Category:

Science & Technology

Tags:

• Pivot
• Larry Kimmel
• CEO
• DMA
• Direct Marketing Association
• Data
• Customer
• teaching
• brands
• leadership
• Chief Executive Officer