8:00 a.m. - 9:00 a.m.
Analytics & Modeling
Discover Hidden Opportunities with Multi-dimension Lift Reports
Hear how Golfsmith transformed the lift report from a reporting tool to powerful analytical tool and used the insights gained to increase direct mail response rates by 30% and reduce mail costs by 20%. Attendees will learn how to calculate "lift" and build multichannel lift reports to scientifically reduce direct mail costs and increase revenue.
- Demystify the calculation of "lift"
- Accurately measure campaign effectiveness and discover insights into customer behaviors
- Improve direct mail response rate and save costs
Speaker:
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Mu Hu, Director of CRM, Golfsmith International Mu has more than 12 years experience in applying analytical solutions to customer management problems. As Director of CRM, he leads advanced analytics functions at Golfsmith where he is responsible for developing and implementing multi-channel contact strategies and loyalty programs. Mu holds a Master degree in Business Administration from Texas Christian University (TCU), and a BA in Journalism from Fudan University. |
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Database Marketing Strategies
Aligning Sales and Marketing with Lead Scoring & Nurturing Strategies
Sales and Marketing teams don't always agree on the value of a lead or the definition of "qualified." Technology can facilitate an effective lead scorings and nurturing program, but the right attitudes, approaches and support are needed by sales and marketing teams to ensure success. This session will explore how to get started, ways to align differing perspectives and testing a proof of concept program.
- Start with a lead scoring program
- Successfully align sales and marketing teams
- View sample lead nurturing programs that work
Speakers:
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Stephanie Miller, VP, Email & Digital Services, Aprimo Stephanie Miller is a passionate customer advocate – helping digital marketers improve performance and customer engagement by creating amazing customer experiences. She is the Vice President of Digital & Email Services at Aprimo, an integrated marketing software platform provider. She is a frequent speaker and writer on digital marketing. |
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| Susan Marques, Technical Lead, Marketing Operations, Intel Corporation
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| Sean Shoffstall, VP, Technical Application, Ozone Online
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Interactive Marketing
Leveraging Web-Analytic and Social Data to Enhance CRM Database Analytics
As digital analytics grows increasingly more advanced, so too do opportunities for using site histories and engagement metrics to inform traditional CRM marketing methodologies. This session will identify methods for tracking and monitoring customers' digital brand immersion and the identification of essential metrics for CRM database integration. Best practices for using web-analytic and social media data to inform segmentation solutions and predictive models will also be discussed.
- Identify and track customers' online browsing behavior and social media activity
- Recognize best practices for monitoring and segmenting guests based on digital brand immersion
- Consider the value proposition of Engagement-Conversion Targeting
Speakers:
| Don Smith, VP, Customer Insight & Innovation, Brierley+Partners
Don earned his Ph.D. in Political Science (campaign management and mathematical statistics) and spent 11 years in academia (Rice University and University of North Texas) teaching statistics and policy evaluation. Prior to joining Brierley+Partners in 2007 he was a Research Director for Dallas County (Texas) in charge of database modeling and data mining. He specializes in building econometric models and segmentation schemes, with special emphasis on leveraging web analytic and social media data. |
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Jim Thompson, Director, Customer Marketing, EXPRESS |
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Customer Engagement, Loyalty & Retention
Start Winning Customers Back BEFORE They Leave
Attendees will learn how to reengage and win back lost customers with a 4-step multichannel formula, such as breaking through the clutter by reaching customers in the channels where they’re buying, knowing when to send and track and use timing to your advantage, understanding why customers left and more. By implementing these strategies, you’ll walk away knowing how to power the 3 levers of Lifetime Value to increase your bottom line profits.
- Discover why lost customers are packed with new revenue opportunities
- Determine your ‘sweet spot’ for re-engaging lost customers
- Learn how capturing customer feedback refines and builds your brand
Speaker:
| Drew DeMasters, Sr. Manager, Direct Database Marketing, Murad |
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| Chris Soto, Director of Information Technology, Murad |
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Technology for Today & Tomorrow
How to Optimize your Customer Database for Analytics & Business Intelligence
In today's competitive landscape, Marketing Databases must satisfy both operational and analytic/insight needs to drive marketing success for today's businesses. On an operational level, marketing databases must capture, cleans and transform transactional data accurately and completely to drive flawless execution. Analytically, attributes, metrics and measures must be timely and accurate.
- Ensure both operation and analytic excellence with database design best practices
- Deliver on analytics and business intelligence needs now and adapt to future changes in the business
- Learn specific management strategies to ensure that vendors stay on track
Speakers:
| David Bernard, Managing Director, DB Marketing Technologies | |
| Craig McGettigan, Associate Director, Bristol-Meyers Squibb
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11:00 a.m. - 12:00 p.m.
Analytics & Modeling
Strategic Data Sourcing And Optimization: AARP Case Study
Attendees will examine how AARP generated a multimillion dollar savings by transforming their list acquisition strategy from traditional brokerage methods to the analytically driven optimization approach. This session will also cover approaches to unbiased response attribution and list selection processes to improve performance and drive cost savings. Plus, hear other real-life case study examples that used predictive analytics to list source influencing performance and CRM strategies.
- ILearn about innovative new techniques in data sourcing and optimization
- Drive cost savings and incremental performance
- Create a strategic list optimation roadmap for your company
Speakers:
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Ozgur Dogan, VP & GM, Data Solutions Group, Merkle Inc Ozgur has 14 years of experience in building, implementing and integrating database marketing solutions for many Fortune 500 clients. Ozgur has spoken at various Predictive Analytics and Database Marketing Events globally. Ozgur holds a B.S degree in industrial engineering and a technical MBA degree with a focus on marketing and management information systems from the University of Georgia. |
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| Sonia Alvarez, SR. Director, AARP Sonia is a senior leader within AARP’s Business Solutions & Analysis group, directing targeting decisions and campaign analyses for all units within the Association that communicate with prospects and members. Prior to AARP, she led a Marketing Analysis team at AOL focused on new member acquisition. Sonia holds a B.S.B.A. degree in marketing from Georgetown University, and a MBA degree with a focus on marketing and information systems from the University of Maryland. |
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Database Marketing Strategies
3 Step Approach To Improving Customer Experience & Driving Engagement
Empowered consumers. The rise of social & mobile. The need to integrate multichannel data. Marketers' ultimate focus remains the same – wooing customers. And the fundamentals are the same: targeting customers with relevant content is critical to achieving ROI; clean, accurate data yields better results; identity resolution is essential, and delivering the right message to the right person at the right time is key. Hear practical approaches, industry/ client examples, and useful tips to move your marketing forward.
- Adopt a four-stage customer engagement framework to understand your customer’s journey
- Conduct benchmarking to determine your company’s level of engagement maturity
- Improve capabilities and drive quantifiable business results with a diagnostic methodology
Speakers:
| Dave Duszynski, Director, Sales Support & Client Relations, Experian Marketing Services |
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Interactive Marketing
LA Kings Win Fan Loyalty: Tips from Sports Marketing Pros
Did your last PURL campaign increase response by 30%? Come and hear some of the stratgies the NHL's Los Angeles Kings employs to increase sales, retain season ticket holders, drive premium sales, up-sell, cross-sell, and increase per-capita spend. By the end, you will learn to maximize cross-channel opportunities, improve email deliverability, avoid duplicate communications, monitor and react to online behavior and perform better segmentation.
- Boost customer retention and lifetime value through conversational marketing technology
- Improve email deliverability and perform segmentation based on recipient behavior and preferences
- Identify top prospects through lead scoring and drive behavior that improves sales
Speakers:
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Jen Zick, Director of Strategy and Business Development, FanOne Marketing |
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| Aaron LeValley, Sales andMarketing Database Manager & Analyst, LA Kings Aaron LeValley is the Sales & Marketing Database Manager & Analyst for the LA Kings, as well as an adjunct professor at San Diego State University. Prior to his current role, Aaron was the Database Marketing & Operations Manager for the Oakland Raiders; he also worked for the Arizona Diamondbacks and the Phoenix Suns. Aaron holds an MBA in Sports Business from Arizona State University. |
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Customer Engagement, Loyalty & Retention
It's All About Me: How Metro Personalized Its Way to Growth
Customer loyalty is not about customers demonstrating loyalty to a company, but the company demonstrating its loyalty to the customers.This presentation reviews the launch of the successful Metro & Moi loyalty program, which in addition to driving sales growth, helped Metro identify their most loyal customers and organize around their needs. With these new behavioral insights Metro became more relevant to their customers.
- Engage customers and help them to achieve meaningful rewards - using some surprising techniques
- Achieve broader customer-centric aims, including pricing, promotions and assortment
- Discover the power of personalization promise to customers and how to deliver on it
Speaker:
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Matthew Keylock, VP, New Business Development & Partnerships, dunnhumby Keylock is responsible for building dunnhumbyUSA’s capabilities and customer base, providing foundational data solutions, insights, products, communication and media for companies within the retail, manufacturing, financial services, telecommunications, travel, automotive, utilities and e-commerce industry segments.Keylock is an active contributor to industry and academic outlets and frequently lends his expertise for speaking engagements within the business, marketing, retail and technology industries. He is also a member of RetailWire’s BrainTrust panel of experts. |
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Marc Giroux, Vice President, Marketing, Metro, Inc In his role has Vice-President, Marketing at Metro Inc., the third largest food retailer in Canada with sales of 12 B$, Marc Giroux is responsible for all aspect of marketing including loyalty for the company’s ten food banners in Quebec and Ontario. Mr. Giroux holds an MBA in Marketing and Information Technology and pursued advanced studies at Harvard Business School and the École supérieure des sciences économiques et commerciales (ESSEC) in Paris. |
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Technology for Today & Tomorrow
The Impact of Advanced Advertising on Marketing Operations & Effectiveness
Comcast will discuss the impact of equipping 30 million subscriber homes with full scale audience targeting and measurement capabilities. Hear an overview of how they are doing zone-based targeting, as well as share relevant information and campaign insights that ran in several geographic and vertical markets. You will hear how companies like GM, P&G and Kraft combine data intelligence with CRM, POS, E-commerce or EDW applications to create meaningful customer intelligence, using this technology.
- Increase customer LTV, reduce churn and provide measurable ROI
- Learn the impact of Advanced Advertising on customer/prospect relationships and messaging
- Track backend sales across all of your targeted advertising and marketing programs
Speakers:
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James Harenchar, SVP, Strategic Consulting, The Allant Group Jim is Senior Vice President and leads Allant's Strategic Consulting Group, specializing in connecting strategy with marketing solutions. He is responsible for delivering market strategy and high-level research to Allant clients and their senior marketing executives. He works with CMOs and brand managers to assist them in building effective sales and marketing strategies and campaigns across multiple channels to deliver integrated results. Prior to joining Allant, Jim served as Executive Vice President and partner in RightMinds. RightMinds provided planning, development, implementation and management of full-scope branding, marketing, and communications programs for consumer and business-to-business marketers. |
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Andrew Ward, Group Vice President, Spotlight Integrated Media Sales, Comcast Spotlight
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Eric Schmitt, Executive Vice President, The Allant Group
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2:15 p.m. - 3:15 p.m.
Analytics & Modeling
Quantifying the "Buzz" Effect: Integrating Social Media with Loyalty & Defection Models
This session will show you how to identify and qualify comments made through social media outlets, focus on how to attribute those comments to a customer, and ultimately quantify the relationship between those comments and future customer behavior. Attendees will hear how Ford Motor Company treats these comments as predictive variables in loyalty and defection models to drive targeted campaigns and offers.
- Learn how to mine social media sources and qualify text as being positive or negative
- Use social media comments to better predict customer behavior
- Quantify positive and negative comments into predictive variables in loyalty models and metrics
Speaker:
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Keith Shields, Director, Quantitative Solutions, Marketing Associates Keith has 18 years of experience applying quantitative technologies in the fields of Risk Management and Marketing. Keith has spent his career developing and implementing relevant analytic solutions to important business problems like loan acquisition and pricing, portfolio pricing and management, offer management, and staff optimization. Keith has a BA in Mathematics from Wittenberg University and a MS in Industrial and Operations Engineering from the University of Michigan. |
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Database Marketing Strategies
How Will Privacy Regulation Impact Your Business, Marketing & Brand in 2012 and Beyond?
TThis session updates marketers on trends and concerns around "Do Not Track" including the issue as addressed by the Federal Trade Commission (FTC) and the Digital Advertising Alliance (DAA) ICON project. Speakers will examine its impact and provide specific guidance concerning what companies should do to ensure they comply with regulatory constraints. Attendees will also review Online Behavioral Advertising and developments in private litigation that may affect them going forward.
- Study how "Do Not Track" can be good for consumers and marketers
- Receive insight into which upcoming privacy and data collection laws will affect your business
- Address transparency and choice enhancements in response to the FTC Report
Speakers:
| Daniel Rockey, Attorney, Certified Information Privacy Professional, Holme, Roberts & Owen LLP |
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| Sheila Colclasure, Privacy & Public Policy Office, Acxiom Corporation Sheila Colclasure, privacy and public policy officer for Acxiom, is principally responsible for managing the fair information practices compliance, client support and external policy setting for the company. She is one of the country’s most respected privacy officers with appointments on industry standards-setting groups and a frequent published author. |
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Interactive Marketing
Increased Pay Per Click Profits Using Click Attribution Data
Many PPC marketers fail to leverage the key insights available from click attribution into their AdWord management. The resulting considerations - time lag between first click and converting click, and keyword assists - can have far reaching impacts on campaign performance. Attendees will analyze the Google Analytics reports that provide this data, interpret the results and apply these newfound insights into bidding, keyword and ad creative tactics.
- Understand the importance of click attribution
- Measure and interpret click attribution time lag and keyword assists
- Increase PPC effectiveness from tactical AdWords account changes
Speakers:
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Brian Lewis, Vice President, Engine Ready |
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Customer Engagement, Loyalty & Retention
Engaging and Maintaining Your Customer Relationships
HomeAway knew that if they could more effectively engage two key audiences it would drive business and increase revenue. To kick off this effort they identified specific communication opportunities across the customer lifecycle, which they could then map programs and tactics back to. This session wil share how HomeAway identified 1000 automated, triggered, customer-specific touch point opportunities to increase customer engagement, and build a better renewal model.
- Identify key touch points throughout the customer lifecycle
- Develop relevant, customized, cross-channel programs, touching key constituents throughout the lifecycle
- Track results and fine-tune programs to yield eye-opening ROI
Speakers:
| Mike Osborn, VP Marketing Analytics & Strategy, HomeAway |
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| Dan Smith, Sr Vice President, Marketing, Clicksquared |
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Technology for Today & Tomorrow
The DMP Imperative: A Foundation for Customer Centric Marketing
As marketers continue to expand their cross channel initiatives, the pre-requisite for customer analytics, cross channel targeting and media buying and advanced attribution solutions revolves around access and activation of both online and offline data. To support these efforts, a range of solutions have come to market in the past 12 months. Here a panel of emerging providers share how Data Management Platforms (DMPs) and Exchanges are on their way to becoming a critical solution set that will enable integrated cross channel marketing.
- Learn how marketers & suppliers are managing the integration of offline and online data
- Reveal the impact on digital media buying, analytics and attribution
- Ensure success by addressing compliance and privacy, implementation and technology
Moderator:
| Bruce Biegel, Managing Director, Winterberry Group |
Speakers:
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Alex Hooshmand, Chief Strategy Officer and SVP of Operations, Blue Kai
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| Pascal Bensoussan, Chief Strategy Officer, Aggregate Knowledge |
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| Kelly Ledger, VP, Digital Solutions, V12 Group Inc. |
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3:30 p.m. - 4:30 p.m.
Analytics & Modeling
Maximize ROI with Strategic Internet Lead Acquisition
For particular industries, especially automotive, insurance and high life time products, online real-time leads are an important source to building sales prospects. And although companies are often paying big money for these individual leads, money is wasted when the leads are unusable or the program has not been set up correctly. This session will walk attendees through the real-time leads environment, how best to navigate time-sensitive leads and how companies are improving their leads generation, while eliminating up to 20 percent of their cost in purchasing these leads.
- Learn how to maximize your purchase of online leads
- Discover how duplicate leads can actually lead to sales success
- Eliminate online leads cost by up to 20%
Speakers:
| Jonathan Cohn, Director, Real Time Data Enablement for Acxiom |
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Database Marketing Strategies
How Road Scholar Hit the Bull's-Eye with Better Customer Targeting Strategies
To maximize revenue growth Road Scholar decided to expand the age range of its target audience to include baby boomers. This session will discuss Road Scholar's multichannel marketing transformation. With an increased focus on performance, analytics and customer segmentation, they are now able to track customer response rates and program performance, deliver campaign revenue projections and much more.
- Build an effective marketing engine with limited staff and budget
- Design an effective multichannel marketing strategy
- Integrate source, email and web data to create a 360 degree view of the customer
Speakers:
| Mei Jones, Director of Customer Relationship, Road Scholar |
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| Susan Connors, Vice President of Client Engagement, Quaero |
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Interactive Marketing
Cross-Channel Lifecycle Marketing for Today's New Marketer
The new power channels are the consumers' channels - email, mobile, social and the web. Leading companies that understand this evolution are now moving digital interactivity toward the center of their marketing strategies. Attendees will learn how to navigate this new world order to reach customers at the most influential moments of the customer lifecycle to drive higher revenue and engagement through carefully integrated email, mobile, social, display, and web-based marketing campaigns.
- Reach customers at the most influential moments of the customer lifecycle
- Drive higher revenue and engagement through email, mobile, social, display, and web-based marketing campaigns
- Learn how to align marketing programs and spend
Speakers:
| Heather Blank, VP of Strategic Services, Responsys
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| Ray Burton, VP of Middle Market Acquisition, Global Brand & Marketing Services, MetLife |
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Technology for Today & Tomorrow
Solutions Showdown: See 3 Different Solutions that Integrate MDB, Campaign Management and Social Media
Today, more than ever before, marketers are faced with a plethora of channels; direct, e-mail, search, web site, social - what's a marketer to do? Learn how 3 competitive vendors - Alterian, Neolane and Unica have developed solutions that integrate all of these and provide tools for marketers to use to get the most information to best drive their marketing efforts to the highest profitability.
- Create targeted segments for outbound multichannel marketing with results from social media tracking
- Develop event-triggered marketing campaigns that are driven by web site results
- See three software development companies offer different solutions to the same business issue
Speakers:
| Bernice Grossman, President, DMRS Group, Inc. Bernice Grossman, 2001 Silver Apple Award recipient for lifetime achievement in Direct Marketing and Strategic Advisory Board for Marketing Technology for the DMA, created DMRS Group, Inc. (DMRS) in 1983 to be an independent marketing database consultancy that determines the complete scope of a customer's project; "architects" the solution, and integrates all of the systems to deliver marketing databases (DMBs) that have contributed heavily to the success of leading national and international marketing programs. |
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| Mike Fazio, Consultant, Alterian
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Jerry Kosmachuk, Manager of Application Consulting, Neolane Jerry Kosmachuk is Manager of Application Consulting for Neolane and has 20 years of information technology experience and over 10 years of marketing, marketing systems, data warehousing, and management experience. He specializes in helping Fortune 500 companies improve and automate their marketing processes, create their data warehouse strategy, and perform analysis of customers’ database marketing requirements. |
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| Jan Jarrison, Sr. Business Solutions Consultant, Unica/IBM
As a pre-sales consultant, Jann is responsible for delivering custom demonstrations of the Unica Suite to perspective clients, assessing and understanding a customer’s CRM environment, coordinating and generating proposals and providing technical subject matter and CRM expertise in the sales cycle. Prior to joining Unica, Jann worked for Wheelhouse Corporation delivering customer-focused CRM solutions to companies and educating clients on CRM applications. Her clients included companies in the financial services and telecommunications industries |
