Blog Activity

  • Keith Huntoon - DMCNY Member Profile


    2013, November
    Q: You’ve been an active member, and former board member of DMCNY.  What are the benefits of supporting our club? 

    A: The benefits are numerous, but here are three. 

    1.    Education:  The marketing world’s pace of change is accelerating daily, and we need to keep up with the new technologies and techniques.  DMCNY programming is fresh and relevant and helps bring clarity to an increasingly murky marketing universe.

    2.    Networking:  The DMCNY draws experts from vendors as well as consumer and B-to-B marketers to events.  By attending DMCNY events, I’m able to maintain relationships and forge new ones consistently. 

    3.    Payback:  My career would be very different if it weren’t for the boundless generosity of others.  Aside from my parents, Rosemarie Montroy, Pam Haas, Lisa Moore, Phil Wiland and countless others have provided insight, advice and introductions that continue to help me.  By supporting the DMCNY, I can help others get started in direct marketing and take the next step in their careers.

    Q: Tell us the story of your career.

    A: Direct marketing runs in my blood.  My mother was a list broker, and my father managed three service bureaus.  But I had no interest in following my parents into direct marketing.  As a teenager, the idea of sitting at a desk debating mail plans, response rates and merge results was as appealing as cold oatmeal.

    Upon graduation from the University of Vermont, I moved to Singapore to work for a tech start-up.  That position took me to Bangkok, where I lived for another two years.  It was abroad where I caught the entrepreneurial bug.  I realized I wanted to be in smaller organizations where my input would impact the health and direction of a company.

    Upon returning to the states, I continued to work with small tech providers.  In 2001, I became VP of business development and marketing Blue Hill Data Services, a data center outsourcing provider for direct marketers.   I quickly found myself knee deep in direct marketing, and loving it.

    In 2005, my colleague Scott Markowitz and I left Blue Hill Data to form LiftEngine.   We’ve grown to over 30 people servicing multi-channel retailers, publishers and non-profits. 

    Q: What’s going on at LiftEngine these days? 

    Eight years ago, LiftEngine was a traditional service bureau performing merge, data hygiene, and list rental fulfillment.  While we still provide those services, we now offer a number of cross-channel solutions, including modeling and analytics, and digital targeting. 

    We’re most excited about our real-time decisioning (RTD) platform and its ability to score inbound leads for conversion and upsell/cross sell opportunities.  Historically, marketers segmented outbound offers but treated inbound leads and customers generically.  RTD identifies inbound customers, appends massive amounts of data, and scores each person based upon a client’s offers.  RTD is a solution to lift customer engagement, conversion and sales.

    Q: What do you see as some of the challenges and new directions where direct marketing is headed? 

    There are a number of significant challenges to marketers, but I feel they all boil down to change: 

    1.   Channel fragmentation:  Marketers must consider both traditional channels and new ones, like SEM, SEO, onserts/Zads, email, display, lead gen, retargeting, social, mobile, and YouTube.  Each channel is unique, and it’s difficult to determine where to allocate time, personnel and budget.

     2.   Focus:  There are far too many new channels, companies and technologies for anyone to keep up.  Data warehouses, case tools and ERP were all of the rage in the 90s.  Then came ASPs, AIPs, and the Dotcom era.  Two years ago, it was daily deals.  Now it’s all about the Cloud, Big Data, and apps with micro payments. Each era brought tremendous hype, but most ideas flamed out.  

    Clients aren’t guinea pigs. We should keep an eye on new ideas, but remain focused on what makes our clients successful.   

    3.    Digital/cross channel expertise:  It is impossible to be an expert in everything.  Marketers must sift through the hype in each channel and then cobble together a solution that can be coordinated, efficient and effective.  Not an easy task. 


    Ruth Stevens
    Ruth Stevens's picture

    Postings editor Ruth P. Stevens interviewed Keith Huntoon.  Keith co-founded LiftEngine, a company in Pearl River NY that provides inbound and outbound targeting solutions to maximize customer engagement and marketing ROI.  Reach Keith at 

  • 60 Minutes on "Data Brokers"


    2014, March

    No doubt, you watched or have read about the 60 Minutes feature on Sunday, March 9 on what the show called Data Brokers. They were referring to data compilers, list companies and marketers.  This is a looming privacy issue and members need to be informed.  We want to share links to the show and commentary from the DMA and others.

    60 Minutes Feature on Data Brokers

    60 Minutes Overtime on Data Brokers - 3 additional videos

    Some commentary from the industry:

    Linda Wooley, CEO, DMA blog post "Stand Up For Responsible Data Driven Marketing".  In it she says: The media are taking their cue from Congress and the FTC, who are ferociously bent on regulating our industry.  Linda calls for your participation.  

    Thorin Magee, Editor-in-Chief, Target Marketing Magazine covers this - and the headline says it all.  "60 Minutes' Skewers Marketers Over Data Collection".

    Ken Magill, founder of The Magill Report gives a no holds barred commentary in "60 Minutes' Credo: Talk to DC Bureaucrats, Regurgitate"

    eM+C Daily included a post from Stephanie Miller at the DMA in "60 Minutes Segment Unnecessarily Frightens Consumers, DMA Contends"





  • DMCNY Announces 2014 Mal Dunn Leadership Award

    Direct Marketing Club of New York Bestows 2014 Mal Dunn Leadership Award
    To Bruce Biegel of Winterberry Group

    -Biegel recognized for his cutting-edge media & trends research in integrated marketing and his leadership in data-driven marketing-

    NEW YORK, September 9, 2014 – The Direct Marketing Club of New York ( will present today its 2014 Mal Dunn Leadership Award, sponsored by Alliant, to Bruce Biegel, senior managing director, Winterberry Group, at a special luncheon on Thursday, September 11. The Mal Dunn Leadership Award recognizes data-driven marketing professionals for their exemplary service to the field.

    "Bruce has earned our industry’s respect as the leading authority on media trends, forecasts and how to capitalize on the changes sweeping the marketing landscape," said DMCNY Club Advisor JoAnne Dunn, president and chief executive officer, Alliant, a leading provider of audience targeting and marketing optimization solutions. "The Mal Dunn Leadership Award – named for one of our industry’s visionaries – recognizes contributions to our field and to the advancement and practice of data-driven marketing. Bruce’s leadership in developing and publishing actionable research, plus his participation in association, education and industry activities, make him a worthy recipient of this honor.”

    Biegel is a featured speaker at many industry conferences, and presents his annual forecast of general media and digital-direct media spending and trends each year at DMCNY’s January luncheon.  He also is a member of the Direct Marketing Association Board of Directors and serves as co-chair of its Innovation Awards. [Editor’s Note: A full biography follows below.]

    This is the 39th time that the award has been presented dating back to 1972 (originally called the DMCNY Leadership Award and renamed for Mal Dunn in 1994), and past recipients include Lester Wunderman, Lee Epstein, Emily Soell and Matt Blumberg, among others.  The award will be bestowed today at the Direct Marketing Club of New York’s September 11 luncheon:

    About Bruce Biegel, Senior Managing Director, Winterberry Group

    As Winterberry Group's senior managing director, Bruce Biegel leads the firm's consulting practice and establishes its strategic and operational agenda. A seasoned executive with more than two decades of hands-on experience in building businesses from the ground up, his diverse responsibilities have included strategic and business planning, financing, global multichannel marketing, technology development and support, legal coordination and financial management.

    At Winterberry Group, Bruce has led more than 120 engagements over the past eight years, serving a wide range of marketers, agencies, direct and digital marketing service providers and many of the private equity firms who are investing in the sector. Among others, these include assignments for Acxiom, arvato Services (the global marketing services division of Bertelsmann AG), eCircle, Capital One Financial Corp., Hewlett-Packard Co, Court Square Capital, KRG Capital and KKR.

    A DMCNY Silver Apple award winner, he currently serves as a member of the Direct Marketing Association's board of directors and executive committee, its Education and Thought Leadership Advisory Community, its Data Community and as co-chair of DMA’s annual Innovation Awards. Bruce is a frequent, in-demand speaker at major marketing industry conferences and symposia. Speaking engagements include Direct Marketing Club of New York, major events of the DMA, the Institute of Direct Marketing (IDM) annual conference, the 4As Transformation Conference, as well as events tailored to the direct mail, print production and digital media segments of the industry.

    In addition to his role at Winterberry Group, Bruce serves as a senior advisor to its parent investment bank Petsky Prunier LLC and serves on the board of directors of V12 Group Inc.

    Prior to joining Winterberry Group in 2002, Bruce served as a director and CFO of IMXI, owner of ThinkDirectMarketing, where he was president, chief operating officer and co-founder. Earlier, Bruce served as a consultant to leading Web services integrator iXL Holdings as part of its iXL Ventures group. From the late 1980s through mid-1990s he served as director and executive vice president, sales and marketing, at VideoFax Systems, a marketing technology company he co-founded focused on place-based media. He began his career at Kidder Peabody as manager of international telecommunications.

    Bruce received a B.A. in history and international relations from the University of Pennsylvania with corresponding coursework at the Wharton School in management and marketing.

    About Direct Marketing Club of New York
    The Direct Marketing Club of New York ( has served the direct marketing field since its founding in 1926 – and today encompasses all facets of integrated data-driven marketing across all media categories. Serving the Greater New York region through its luncheons, networking and website, DMCNY is a leading source of current education and information in the field of measurable marketing.  DMCNY also provides substantial financial support in the form of scholarships to New York City colleges and universities where direct and interactive marketing are taught.

  • Direct Marketing Club of New York Announces 30th Silver Apple Award Honorees in 2014

    Direct and Interactive Marketing Leaders Share Honors at Annual Gala on Thursday Evening, November 6, 2014, at New York’s Edison Ballroom, Times Square


    NEW YORK, August 21, 2014 – The Direct Marketing Club of New York ( announced today the recipients of its 2014 Silver Apple Awards, now in its 30th year. The Silver Apples recognize individuals and organizations for outstanding contributions to the growth and practice of direct and interactive marketing, during a career spanning at least 25 years. A gala to celebrate honorees – the premiere event of DMCNY’s full slate of programming, professional development and networking activities – will be held Thursday evening, November 6, at New York’s Edison Ballroom. 

    The Silver Apple 2014 honorees include:

    • Brian Fetherstonhaugh, Chairman & CEO, OgilvyOne Worldwide
    • Tim Kennon, President, McVicker & Higginbotham
    • Pam Larrick, CEO, Javelin Marketing Group
    • Tim Litle, Founder & Chairman, Litle & Company
    • Lon Mandel, President, SMS Marketing Services
    • Debbie Roth, Vice President, Sales & Marketing, Japs-Olson Company
    • Dawn Zier, President and CEO, Nutrisystem
    • Corporrate:  Fosina Marketing Group (Danbury Ct)

    "These individuals and our corporate honoree represent what’s best-of-the-best in our field," said DMCNY Club President Pam Haas. "Dynamism, professionalism, marketing prowess and giving back – Silver Apple honorees truly are ambassadors for our discipline of integrated marketing. This being our Silver Apples’ 30th anniversary, we know it’s going to be an exciting event with a great turnout – and to honor these individuals and organization recipient in this way, it shows the camaraderie that lives throughout our community. The honorees are joining an elite group of direct and digital visionaries, many of whom will be in attendance.”

    The 2014 Silver Apple recipients were chosen by the Club’s past presidents. The recipients must have at least 25 years’ experience in the business, a commitment to volunteerism and leadership, and a record of vital contributions to the growth of the industry.

    This year’s event marks the 30th anniversary of the award, and a special gala will be held in Manhattan’s Edison Ballroom, at 240 West 47th Street near Times Square in New York on Thursday, November 6, 2014, from 6:00 to 10:00 p.m. ET.  Registration is available at

    Since 1985, a total of 220 individuals and 18 companies have received DMCNY Silver Apples honors – with this year’s seven individuals and one corporation set to join this group.

    Each year, the Silver Apple Award event also serves as a key fundraising event to support New York-area programs and scholarships for college-level educational curricula and content in direct and interactive marketing. Ticket sales are underway and space will be limited to 30 tables. For pricing and availability contact Stuart Boysen, executive director, DMCNY, at, (516)746-6700; or Chris Montana at or 845-627-6600, ext. 216.

    A full listing of winners’ biographies is available here:

    About Direct Marketing Club of New York
    The Direct Marketing Club of New York ( has served the direct marketing field since its founding in 1926 – and today encompasses all facets of integrated data-driven marketing across all media categories. Serving the Greater New York region through its luncheons, networking and website, DMCNY is a leading source of current education and information in the field of measurable marketing.  DMCNY also provides substantial financial support in the form of scholarships to New York City colleges and universities where direct and interactive marketing are taught.

  • Get your summer on at the DMCNY networking social. Catch up with your colleagues at Hurley’s on July 22. Sandals not required.

    You know it’ll be fun…

    Come rub a few suntanned elbows with us at our next get-together on Tuesday July 22 from 6pm – 9pm. Hurley’s is putting out a great spread of hot appetizers, plus you get one free drink to get the party started.

    And here's an offer you can't refuse – register yourself and bring one or more clients for free. Once you register, send Stu Boysen ( the name, company and email address of your client guest(s). Stu will register them for free and they'll also get a free drink.

    $25 for DMCNY Members. $35 at the door or for non-members. So sign up today at

    Bring your business cards and your best summery smile.
    See you there! 

    *NOTE: venue is not handicap accessible

    Tuesday, July 22, 2014 - 6:00pm
    6:00pm - 9:00pm

    Member Price: 


    Non-Member Price: 

  • Bill Baird's picture

    May 2014 Luncheon Summary

    The Cross-Device Manifesto
    Wednesday, May 7, 2014 - 11:30am
    Presenter: Kurt Hawks, GM – Mobile, Conversant, Inc.

    The first half of this presentation focused on statistics about cross-platform consumer behavior.  The second half focused on strategic and tactical logistics. 

    Cross-platform (or cross-device) technology refers to consumers’ use of multiple devices to conduct an activity, either simultaneously or in sequence.  In the world of commerce, it occurs when a task is begun on one platform (for example, using a smart phone to research a purchase), and then continued on another (for example, completing that purchase on a desktop PC).   

    The biggest game-changer, the one device which has single-handedly driven cross-platform marketing to the top of every CMO’s strategic planning checklist, has been the smartphone (i.e. a cell phone with access to the internet through a web-enabled browser.)

    -  25% of smartphone users utilize mobile as their sole source to the Internet
    -  14 hours a day the average consumer keeps their phone within arm’s reach
    -  78% use their Smartphone for help with shopping
    -  40% of all Black Friday traffic on retail sites was from smartphones
    -  3 connected devices are utilized by the average user
    -  41 apps are downloaded on the average smartphone

    -  Tablets have one of the fastest adoption rates in history
       (penetration from 10% to 42% in four years)
    -  Primary growth in digital device usage is now in Mobile & Tablet (not PC’s)
    -  Average daily time spent with mobile devices is now greater than the PC
    -  Time spent with smartphone apps is 4x-5x that of smartphone browsers

    -  67% of users start shopping on 1 device and complete the sale on another 

    The old media approach was to manage platforms as individual silos, with each one having its own budget, metrics and delivery by device.  This results in poor visibility into cross-platform behavior. 

    The cross-platform approach is to use holistic planning and common metrics, including cross-channel interplay, in order to understand the buyer’s purchase journey across all channels.  This enables analytics to be applied to properly identify platform attribution for revenue and expense budgeting.

    Respectfully submitted 
    Bill Baird 

  • Save $300 on Integrated Marketing Week in June

    DMCNY rarely offers special benefits to both members and non-members.  But this deal is too good to pass up.  DMCNY is a strategic partner of The DirectMarketing Association for Integrated Marketing Week (IMW) to be held on June 3 and 4 at The Metropolitan Pavilion at 125 W  18th Street.

    Now in its second year, IMW is where 1500 of the most senior marketing leaders meet to share their integrated marketing successes, road test the new tech, meet the top vendors and make decisions about the tools and partnerships that can help them deliver across all channels.

    DMCNY constituents save $300 if you register for the conference byJune 2.  Click here for details and to register and use the promo code DMCNY1 to take advantage of the savings.

    Some details:

    No single channel can win out any more. Today, it’s about being wherever customers are, giving them relevant messages, and making sure that each interaction is intelligently connected to the next.  

    Which means delivering great customer experience and truly integrated marketing, across any and every channel: web, social, mobile, broadcast, email, in-store, outdoor and beyond. And that means re-engineering processes, investing in new technology, and creating entirely new, integrated strategies.

    This is the next great challenge for every marketer. And this is exactly what IMW in June is all about – helping marketers rise to the toughest challenge of them all: delivering the multichannel customer experience.

  • Bill Baird's picture

    March 13 Luncheon - "The New Analytics”

    A lively panel of marketing analytic professionals provided a myriad of insights and predictions to a packed room of DMCNY members and attendees at the Yale Club, including a significant contingent of inquisitive students from local undergraduate and graduate direct marketing programs.  This article, written by DMCNY member Bill Baird, describes just some of the many comments and predictions of the day. MODERATOR:  Tony Branda, Chief Analytics & Database Marketing Officer, Consumer & Small Business Decision Management, Citibank 

    PANELISTS:  Charles Swift, Jr., VP Strategy & Marketing Operations, Hearst Magazines;  Sheryl Pattek, VP Principal Analyst Serving CMO Professionals, Forrester Research; Yongyong Kennedy, SVP Product Analytics and Market Segment Strategy, Citibank 

    On March 13, 2014, a lively panel of marketing analytic professionals provided a myriad of insights and predictions to a packed room of DMCNY members and attendees at the Yale Club, including a significant contingent of inquisitive students from local undergraduate and graduate direct marketing programs.  This article, written by DMCNY member Bill Baird, describes just some of the many comments and predictions of the day. 


    • A common theme across panelists was to follow a process: first identify the business need and questions to be answered, then identify the data that will get you there, and then build the technology around that.  
    • According to research from Bain and Company, organizations that use data strategically are 5 times more likely to make decisions faster, 3 times more likely to execute the intended decisions and 2 times more likely to deliver higher levels of financial performance.  
    • Citibank is testing big data to operationalize analytics that can’t be implemented with business intelligence platforms.  They are however still more in the R&D learning mode than in the mode of operationalizing infrastructure based on what’s been learned.   
    • Hearst has found roles have reversed.  Whereas the marketers used to live in the world of possibilities and the IT people lived in the world of pragmatism, the opposite is now the case.   


    • Citibank uses conventional direct response as a starting point, but this is a small part of the whole.  They are starting to pursue a direct targeting approach, using a predictive model for non-direct response media.  For in-store events, for example, they provide the bank manager with a list of modeled names to choose from vs. expecting them to choose on their own.   
    • Last-click attribution is still the most commonly-used attribution model for determining which customer touchpoint produced the order.  But Forrester noted this is the least effective measurement to use.  Companies need to focus increasingly on integrated marketing because, with the advent of new touchpoints (social media, mobile, etc.), the customer decision-making journey has changed.  


    • Marketing automation platform service providers enable the marketer to manage multiple touchpoints in an automated fashion from a single platform, as well as measuring attribution in numerous ways.  Panelists mentioned IBM Unica and Eloqua as examples of such service providers.  Picking the software is the least important piece – identifying the end-to-end marketing process, staffing, content and data strategy are more important. 
    • The best place to start with marketing automation and attribution is with retention, onboarding or cross-selling -- not with acquisition, panelists said.  These forms of marketing are easier to manage as well as being simpler applications.   

    • Panelists suggested studying USAA, Harrahs and Disney as best practice marketers.     


    • From a management perspective, Citibank has a dedicated social media marketing group.  Both Citibank and Hearst monitor social media sources for content to be managed, both positive and negative.  Another example is Dell’s Social Media Command Center.

      Positive examples are situations where something is being said or done which benefits the company, and the marketer’s role is to find ways to expand the benefit.  Conversely, negative buzz is managed in a manner to reduce its impact on the brand and/or business, responding to minimize its impact.    

    • One marketing strategy is to build microsites to get relevant topics discussed.  

    • Leveraging and measuring tweets was a common topic for the presenters. One issue is the unanswered question of how to monetize tweets--as well as all social media efforts. 



    • One obstacle is proving the accuracy of your numbers.  
    • Another is ensuring that existing analytics connect with the decision to be made.  You need to understand the internal customer’s needs.  
    • Backward-looking decisions are easy to support, whereas forward-looking ones are more difficult to prove.  
    • Use the agile approach: test and learn, test and learn more, roll out once the strategy is proven.  


    Panelists’ comments included:

    “How can we drive (more) customer transactions on line?”

    “Our database is no longer viewed as a marketing database; it’s now viewed as a company database.”

    “There is no model for adding unstructured data to structured data.”

    “Tracking cross-platform behavior and data (is an obstacle).” 

    “SAS predicts a massive shortfall of analytical professionals by 2018.”


  • The New Lead "Generation"

    "I'm not trying to 'cause a big s-s-sensation,
    I'm just talkin' 'bout my g-g-g-generation"

    —The Who

    Everyone's talking 'bout the new generation, the New Lead "Generation." It's not just the new g-g-g-enerations of marketers talking content, mobile apps and social media, it's about the latest in lead g-g-g-generation approaches as well. With today's hyper-consumer there are new challenges as well as massive opportunities.

    DMCNY has assembled some of today's best and innovative experts to tackle some of the key questions about lead generation today in this Half-Day Breakfast Seminar. Three sessions that will educate, question, discuss and challenge what we know, don't know and think we know.

    Additional coverage "In the News" 

    "Four Strategies for Lead Generation"
    Direct Marketing News (March 10, 2014)

    Additional video coverage

    See videos from our March Lead Gen keynote speaker Jeffrey Rohs from Exact Target talking about direct an interactive imperatives during the DMCNY half day event on Lead Generation on March 4 at FIT. And an interview with Claire Burns from Emma.


    Here's what the morning will look like.

    • 8:00-8:30—Registration, Continental Breakfast and Networking
    • 8:30-9:30—The Audience Imperative
      Speaker: Jeffrey Rohrs
      Smart businesses aren't leaving their success to chance. Instead, they're building proprietary audiences across email, mobile, social, and other web-based channels in order to generate "attention on demand." Jeff will share how this is reducing their dependence on paid media and turning audiences into assets.
    • 9:30-9:45—Networking Break
    • 9:45-10:30—The New Lead "Generation" Panel Program
      Moderators: Ava Seavey & Vic Golio
      Panelists: Deborah Holland & Dany Sfeir
      This will be a lively discussion with a group of ground-breaking industry experts on the latest in lead generation approaches.
    • 10:30-10:45—Networking Break
    • 10:45-11:30—The Mathematics of Marketing
      Speaker: Dave Scott
      The discipline of marketing is changing from an art to a science. Stealing from the direct marketing industry, author David Scott will discuss cutting-edge ways to measure ROI no matter the marketing approach.
    • 11:30—Event concludes

    Register Today—space will be limited and you don want to miss out on the New Lead G-G-G-Generation!

    Event Sponsorship: 

    Tuesday, March 4, 2014 - 8:00am
    Registration and Breakfast: 8:00-8:30 am
    Program: 8:30-11:30 am

    Member Price: 


    Non-Member Price: 

  • Videos - March Lead Gen Event

    See videos from our March Lead Gen keynote speaker Jeffrey Rohs from Exact Target talking about direct an interactive imperatives during the DMCNY half day event on Lead Generation on March 4 at FIT. 

    And, view Claire Burns from Emma, DMCNY's sponsor talking about how Emma helps email marketers send emails to consumers.  

    Many thanks to our videographer Ken Kraetzer!