TowerData’s Recap of &THEN 2016

The DMA’s annual &THEN marketing conference, the nation’s longest-standing direct marketing conference and exhibition. With 11 consecutive years under our belt, it’s been an interesting journey as the show evolves from a traditional direct marketing conference to a modern digital marketing event.

Digital Marketing = Email Address

Among our favorite conversation topics at the event was the concept of email addresses as the key to digital identification and how they’ve become the online fingerprint to every internet user.

Think about it: Each time we create an account on any website, regardless of what that website is, the common denominator is always entering an email address. The same goes for registering new hardware (for example, a smartphone, tablet or desktop computer), and with, increasing frequency, when engaging in traditional brick and mortar commerce (for example, e-receipts).

Industry experts Dennis Dayman of Return Path and Allison Metcalfe from LiveRamp were featured and spoke authoritatively on the value of an email address and best practices when using it.

Thomas and I appreciated the dialogue with our clients, partners and prospects about the strength of an email address and how to effectively leverage the mountain of data and touch-points it can provide.

We also enjoyed the music from Third Eye Blind. Throw-back!

We are looking forward to 2017 in New Orleans. We hope to see you there!

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