DMA Annual New Product Roundup

New Orleans–List and data services companies used the DMA 87th Annual Conference and Exhibition, held here last week, as an opportunity to unveil new products and services–and in at least one instance, a new name.

The list company formerly known as Mokrynski & Associates is now MokrynskiDirect. The change was made to emphasize the Hackensack, NJ-based firm’s evolution from a list broker/manager to a marketing services provider. The company’s services now include Website development and hosting, e-mail campaign management, and search engine marketing services.

Acknowledging the growing importance of the Hispanic market, Denver-based Cohorts, which specializes in household-based segmentation, introduced Hispanic Cohorts. Billed as the first Hispanic household-based segmentation product, the tool segments the U.S. Hispanic community into 19 consumer segments. Among the groups, each of which are given the name of a typical member: Isabel, consisting of successful career women who are highly assimilated into U.S. culture, and Domingo y Silvia, modest-income grandparents who speak predominately Spanish.

Database marketing agency Merkle launched Database Marketing Roadmaps, designed to help marketers design, implement, and measure their marketing strategies. Consultants at the Lanham, MD-based company use the methodology to determine an organization’s ability to implement database marketing programs.

The first phase of Online Mapping, a new suite from data solutions provider AccuData America, can help companies target prospects within a specific geographic region. Phases two and three, which will be launched shortly, will provide users with more geographically segmented information to help them analyze markets and better target their marketing efforts.

Phoenix-based Infolure, an information management and marketing services firm, launched Latitude Technology. The new data-matching algorithm promises to give marketers greater flexibility in determining how their data are processed.

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