DMA’S MARKETING
SYSTEM RECOGNIZED BY NATIONAL CUDL AWARD
(Portland, Oregon) DMA,
a provider of cutting-edge marketing, sales and financial database systems
and services for community and mid-sized financial institutions, recently
had its signature Matrix Marketing program honored at the Fifth Annual
Auto Lending Symposium, held late June in Las Vegas, Nevada. The
symposium is an annual event sponsored by Credit Union Dealer Lending (CUDL),
the national credit union arm for indirect auto lending serving almost 260
credit unions and 2,000 dealers nationwide, and responsible for over $3.3
billion in auto lending in 2002.
DMA
client Portland Teachers Credit Union (PTCU) received the Best Practices
Award in indirect lending for its outstanding and innovative practices.
PTCU noted that a key ingredient for its successful indirect lending was
the Matrix Marketing program, part of the IDM™ (Integrated Database
Management) system provided by DMA.
“We’re
thrilled our client has been honored with CUDL’s Best Practices award ~
PTCU worked hard and they deserve it!,” said Rich Weissman, president and
CEO of DMA. “We at DMA are grateful for the opportunity to work with
their team, and we’re thrilled that our partnership and our services have
been so valuable for them and for the dealers.”
PTCU
particularly excelled in having a highly profitable indirect auto program,
and in significantly cross-selling services to new members gained through
the indirect auto loans. While many credit unions find that indirect auto
lending is a “stand alone” and frequently unprofitable business, through
its extensive use of IDM and other practices PTCU has been able to build
solid and profitable relationships with those who finance through auto
dealers, far above the loan itself.
The
award submission prepared by Mary Jane Campbell, PTCU’s Senior Vice
President of Marketing and Sales, noted that DMA’s Matrix Marketing
program served two key objectives. First, it greatly enhanced the
effectiveness of PTCU’s marketing of the indirect auto program and brought
in significant auto loan balances at highly profitable levels. Second, by
targeting those who finance through the auto dealers it created
exceptionally high cross-sell (almost 9 accounts per member relationship)
and a highly profitable base of members who started their relationships
through dealer auto loans. With response rates in excess of 30%, the IDM
Matrix Marketing Program generated almost $250,000 in one year in
additional net profit to PTCU, with an ROI that showed immediate payback.
Founded
in Portland, Oregon in 1996, DMA is a successful developer of
sophisticated database systems and processing, providing powerful
customer, product and profitability analysis value-building tools to
financial institutions throughout the U.S. The company’s state-of-the-art
IDM™ (Integrated Database Management) system uniquely integrates marketing,
sales and financial data, with on-line access for improving bottom-line
performance. DMA acts as the outsourced database agency for its clients,
providing systems and support not commonly available to community and
mid-sized banks and credit unions. DMA is a member of the American
Banking Association, CEO Summit, Financial Managers Society, credit union
organization CUES, and the American Marketing Association.
