The Data & Marketing Association (DMA) is Europe’s largest community of data-driven marketers, delivering advocacy, legal and compliance support, research, insight, and events to its members. When it comes to data, the DMA shares many common values with Validity – “trust your data,” “know the value of your data” – and this has seen us broaden our relationship with the DMA, leading to our headline sponsorship of the prestigious DMA awards.
As part of this partnership, Priyanka Roy and I were honoured to take part in this year’s judging. Our guidance was to identify exemplary use of data and/or insight to drive campaigns that put the customer first, while maintaining principles of legality, decency, honesty, and truth. It was a rigorous process that required us to dissect strategy, tear into the creative, and forensically analyse the results.
We can’t provide specifics around the judging process, but the submissions certainly reflected some of the key challenges and opportunities that have defined the world of marketing this year.
I judged the “Best Use of Email” category. For me, three broad themes were showcased:
Priyanka participated in the “Best Use of Data Storytelling” judging, where she observed the following trends:
It’s said that necessity is the mother of invention, and perhaps it is also the mother of innovation. We were both hugely impressed by the strategic eureka moments, the creative firecrackers, and the potent results we witnessed in the submissions – evidence that in this toughest of years, or perhaps because of it, innovative marketing is still alive and well.
Category winners will know they have done an outstanding job to emerge victorious, and we can’t wait to find out who they are. Keep your eyes open for announcements on:
We’re both genuinely excited to find out who takes the gold, and we’ll be providing more analysis and commentary once the winners are announced.