In breaking industry news, the country’s premier data marketing association, ADMA, has been acquired by the Australian Computer Society (ACS). ADMA Chairman Steve Brennan sent an email out to members this afternoon confirming the deal.
In that email, Brennan confirms that all four organisations under the Australian Alliance for Data Leadership umbrella — ADMA (Association for Data-Driven Marketing and Advertising), IAPA (Institute of Analytics Professionals of Australia), D+TC (Digital + Technology Collective) and DGA (Data Governance Australia) — are involved in the transaction.
According to Brennan, “By joining ACS, we now have access to leading-edge thinking and education in the IT sector and together, we will be able to leverage best practice and insights in technology, marketing, analytics, digital, and governance to drive data-driven industries forward.”
He wrote, “In the complex and sometimes cluttered industry association landscape, we now offer a one-stop-shop when it comes to digital innovation, technology and data-driven business. Over the coming months we look forward to identifying opportunities to deliver even more benefits to our members.
“It’s an exciting path we’re on but for now, it is business as usual, with our AC&E Awards and AMY Awards celebrations coming up in October and our education curriculum, ADMA IQ, continuing to build with new courses on offer every week.”
He also confirmed the current management team will be moving across to ACS.
According to ADMA CEO Andrea Martens (main picture), “In guiding the custodians of the data and technology systems that feed the data value chain, ACS is like a turbo-charger for our associations that support the capture, storage, access, analysis, insights and action of data.
“This turbo-charging reinforces the marketer’s role as the revenue generation machine for business; increases the scale and velocity of analytics, insights and AI-led innovation; and boosts focus on cybersecurity, storage and the ethics of data in business.”
The organisation has had a tough few years. After a period of strong growth, it went into sharp reversal after CEO Jodie Sangster left. Revenues fell and headcount followed. However, in recent months under Martens, it seems to have regained a surer footing.