The Data & Marketing Association

Objective

The Data & Marketing Association aimed to attract and educate the next generation of marketing professionals about career opportunities in the data and marketing sector. The campaign targeted students and early-career talent, seeking to guide them toward suitable roles within the industry and drive enrollment in DMA Student programs.

Solution

DMA created a personality-based quiz titled 'What type of marketer are you?' built on the Playable gamification platform. The interactive assessment presented scenario and personality questions that matched participants to one of six marketer archetypes: Communicator, Creative, Persuader, Thinker, Explorer, and Organiser. Upon completion, results connected users to detailed content about industry roles, required skills, and career pathways. The quiz was distributed through organic marketing channels and promoted via educational providers and business partnerships.

Results

The campaign generated 4,500+ quiz sessions with an average engagement time of 2 minutes 12 seconds per visit, significantly above the industry standard of 15 seconds. It achieved a 300% increase in opt-ins to DMA Talent communications compared to other marketing activities and received PR coverage from Marketing Week, Research Live, and B2B Marketing.