Announcement from PMA Board of Directors Member Maryellen Garasky:

The PMA is pleased to announce the formation of the Retailer & Merchant Council.

As retailers and merchants we have a unique position in the performance marketing space. We have access to data across multiple channels and have great insight into what works best for our individual brands. We understand, with greater intensity than networks or agencies, the importance of staying on brand across all channels.

As many retailers grow and adopt different attribution models and analytics packages, the value of performance marketing is becoming more and more clear. Often, performance marketing channels amass the greatest new customer ratio and, often, the highest channel ROI.

Therefore, the Retailer & Merchant Council will focus on those topics of greatest interest to retailers and merchants specifically. Our mission will be to advance the ethical and successful strategies in performance marketing, as well as elevate its position by defining and adopting best practices within our organizations.

Maryellen Garasky, Affiliate Manager at Jane.com, as well as a current member of the Board for the PMA, will act as Council Chair.

The Retailer & Merchant Council will be meeting the first Thursday each month at 10am PT/1pm ET. For more information, please email rachelg@thepma.org.

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Tricia Meyer is an attorney and affiliate marketer. She is the founder and owner of Helping Moms Connect and Sunshine Rewards as well as the current Executive Director of the Performance Marketing Association. You can find her on Twitter @SunshineTricia.