The ConferenCe for Engaging CustomErs › file_uploads › bdc7b9024049d41ab6794… · Leveraging Your Database to Make Better Enterprise Wide Business Decisions Driving Interactive

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2010

The ConferenCe for

Engaging CustomErs using Data & tEChnology

register by

10/29 and

saVE up to $300

DeCember 13-15, 2010 | marriott Doral Golf resort & Spa | miami, fL

Register NOW atwww.Ncdmevents.com

media SpONSORS

SilveR SpONSORS BRONze SpONSOR

2010The ConferenCe for

Engaging CustomErs using Data & tEChnology

the Conference for Engaging Customers using Data & technology

Who shoulD attEnD?managers, directors and executives responsible for:

• analytics

• Business intelligence

• cRm & Relationship marketing

• customer engagement

• data mining

• database /decision marketing

• email/Web/Social media marketing

• information Technology

• loyalty & Retention

• mobile marketing

• multichannel marketing

• Online & Offline campaign management

• product marketing

• Research & marketing intelligence

Connect with NCDM!

Ncdm 2010 presents industry experts and hard-hitting case studies that share the latest strategies and methodologies in gathering, analyzing, leveraging, and protecting your most valuable business asset — your customer data.

at Ncdm, you’ll have numerous opportunities to learn and network with:

Over 50 educational sessionsFacilitated roundtable discussionsGrand Opening exhibit Hall ReceptionHavana Nights Networking Reception by poolside

Ncdm is the place to be for those in all industries including: financial services, retail, travel & hospitality, publishing, non-profit, and more!

nCDm 2010 • December 13-15 • miami, fL2

DeCember 13-15, 2010marriott Doral Golf resort & Spa

miami, fL

www.nCDmevents.com

@Ncdm_dma

National conference for database marketing (Ncdm)

Ncdm conference

mONday, decemBeR 13 • 12:00 p.m. – 1:30 p.m.Death by Word-of-mouth: new realities for Database marketing

The social media revolution may be even more disruptive to business models than the internet itself has been, requiring nothing short of a complete re-wiring of many corporate processes, particularly marketing, sales, and service. Want to know what customers will expect of you in the future? Watch how teenagers use

social media today. This keynote will cover:

• How customers are using social media and the implications for businesses

• “Network analysis” and “sentiment analysis” – two tools for understanding what’s going on in online social networks today

• Best practices for using social media to build deeper customer relationships

• How to generate “trustability” for your brand, and why this may be the single most valuable asset you have .

Keynote: Don PePPers, Founding Partner, Peppers & Rogers Group

TueSday, decemBeR 14 • 9:15 a.m. – 10:15 a.m.marketing Industry Insider Panel: evolving from Database marketing to Customer Intelligence

The role of database marketing is evolving and transforming. New technologies are developed for mobile, measurement, and integration; creative ways of analyzing data are implemented; and, more importantly, database marketers are leaving their cubicles and holding a place in the c-suite.

Join senior marketing professionals from leading companies to get their perspective on the next wave of innovation in database marketing that will drive profitable business decisions. Find out how these marketers are changing their organizations and their game plan to succeed in any economic environment. during this interactive panel, you’ll have the opportunity to ask questions and get advice from experts who have seen it all.

Moderated by: Dave FranklanD, Senior Analyst, Forrester Research

Panelists to be announced

WedNeSday, decemBeR 15 • 9:15 a.m. – 10:15 a.m.Using Digital Consumer Insights to Guide Strategy, Programming & new business models

The use of web analytics and digital consumer insights not only inform, but also direct strategy, programming and new business models, regardless of industry.

in this presentation, perry cooper shares how the National Hockey league uses insights into its fans and their behavior to customize digital video, keep displaced fans engaged, monetize the digital prime time audience and export content internationally with the ultimate goals of driving transactional sales and deepening a fan’s engagement with the sport.

Keynote: Perry CooPer, SVP, Direct & Digital Marketing and Fan Analytics, NHL

Keynotes

sponsored by

sponsored by

reGISTer ToDay! • 212.790.1500 • www.nCDmevents.com 3

sunDay, DECEmbEr 12Tee Time: 12:30 p.m. networking Golf event - Blue Monster at Doral (separate registration required, see page 7) networking Golf event - Blue Monster at Doral (separate registration required, see page 7)

monDay, DECEmbEr 13 8:30 a.m. – 9:00 a.m. networking Breakfast networking Breakfast

9:00 a.m. – 11:45 a.m.

Leverage Analytics & Campaign Strategies to Deploy a High ROI CRM and Database Marketing Practice

Using Email to Accelerate Marketing and Sales Performance

Mobile Marketing Metrics, Trends and Future Technologies

Enterprise Loyalty Day – Part 1

12:00 p.m. – 1:30 p.m. keynote luncheon & roundtable: Don Peppers, Founding Partner, Peppers & rogers Group keynote luncheon & roundtable: Don Peppers, Founding Partner, Peppers & rogers Group

1:45 p.m. – 4:30 p.m.Unlocking Customer Value with Cutting Edge Customer Lifecycle Marketing Approaches

Solving the Toughest Challenges in B2B Database Marketing


1:45 p.m. – 4:30 p.m.5th annual executive Thought leadership Forum

(Must be Director and above to participate. For more information, contact Yasmin at [email protected])5th annual executive Thought leadership Forum

(Must be Director and above to participate. For more information, contact Yasmin at [email protected])

4:30 p.m. – 6:00 p.m. Grand opening reception in the exhibit Hall Grand opening reception in the exhibit Hall

tuEsDay, DECEmbEr 14

analyTICs & MoDelInG DaTaBase MarkeTInG sTraTeGIes InTeraCTIve MarkeTInG CUsToMer enGaGeMenT, loyalTy & reTenTIon

TeCHnoloGy For ToDay & ToMorroW

7:30 a.m. – 8:00 a.m. networking Breakfast networking Breakfast

8:00 a.m. – 9:00 a.m.

How Sullivan Tire Uses Customer Analytics to Drive Sales at Retail Service Locations

Reader’s Digest: Leveraging Offline Data for Online Marketing

The Miami Dolphins Score a Touch-Down with One-to-One Marketing

Five Steps to Building Customer Relationships Using Customer Data

Transforming Allstate’s Customer Communications with Near Real-Time E-mails

9:15 a.m. – 10:15 a.m. Industry Insider Panel: Moderated by: Dave Frankland, senior analyst, Forrester research Industry Insider Panel: Moderated by: Dave Frankland, senior analyst, Forrester research

10:15 a.m. – 11:00 a.m. Break in the exhibit Hall Break in the exhibit Hall

11:00 a.m. – 12:00 p.m.

Combine Front-line and Back-end Analytics to Increase Marketing ROI

The Role Of Brand & Brand Value in Direct Response Marketing

Affinity Marketing 2.0: Best Practices Review

Segmenting the Technology Finance Market in the U.S.

Transforming Call Center, Social Media, & Survey Data into Customer Intelligence

12:15 p.m. – 1:30 p.m. nCDM 2010 Database excellence awards luncheon nCDM 2010 Database excellence awards luncheon

1:30 p.m. – 2:10 p.m. Dessert with the exhibitors Dessert with the exhibitors

2:15 p.m. – 3:15 p.m.

Target Customers Effectively Through Advanced Analytics

Building Customer Centricity through Cross Channel Communiqué

How to Build a Passionate Brand Community from Scratch

Do Not Disturb: Respecting Your Customer’s Privacy and Choice

Consumer Engagement: It’s Not Just About Marketing Anymore!

3:30 p.m. – 4:30 p.m.

The DM Holy Grail: Getting the Right Message to the Right Person at the Right Time

Leveraging Your Database to Make Better Enterprise Wide Business Decisions

Driving Interactive Marketing via Mobile Analytics

Extending the Shopping Basket with Loyalty Points

Closing the Marketing Loop: A 3-way Vendor Comparative

5:00 p.m. – 7:30 p.m. networking reception by Blue lagoon Poolside networking reception by Blue lagoon Poolside

WEDnEsDay, DECEmbEr 15




8:00 a.m. – 9:00 a.m.

Modeling for Marketers: Understanding the Value of Pragmatic Analytics

Succeed in Today’s Dynamic Consumer Marketing Landscape

Listen and Learn: Turn Social Media Chatter Into Business Insights

Be Smart, Sell More: Integrate Data and Analytics with B2B Sales

Outsourcing Your Marketing Database: Critical Questions You Must First Ask Yourself

9:15 a.m. – 10:15 a.m. keynote: Perry Cooper, svP, Direct & Digital Marketing and Fan analytics, nHl keynote: Perry Cooper, svP, Direct & Digital Marketing and Fan analytics, nHl

10:15 a.m. – 11:00 a.m. visit with exhibitors visit with exhibitors

11:00 a.m. – 12:00 p.m.

Even Small Businesses Can Boost Revenues Through Marketing Optimization

Bullet-Proof Your Marketing Databases and CRM Programs

Privacy and the Digital Age: Turning Risk into Reward

From Theory to Success: Opet Card’s Award Winning Customer Loyalty Program

The Four C’s: Critical Steps Along the Digital Journey to Marketing Automation

12:15 p.m. – 1:30 p.m. lunch with exhibitors & Passport to Prizes Giveaway (Must be present to win) lunch with exhibitors & Passport to Prizes Giveaway (Must be present to win)

1:45 p.m. – 2:45 p.m.

$25,000 Analytics Challenge: Sponsored by Hearst Corporation and the DMA Circulation Council

How Dell Drives Customer Loyalty and Revenue Within 90-Days of a Sale

Building a Multi Channel Blueprint with Email, Social & Direct

myFord Owner Magazine – Key CRM Channel Produces Loyalty and Revenue

Taking Marketing Technology into the Cloud

3:00 p.m. – 4:00 p.m.

10 Important Tips for Successful Model Implementation

Who Is My Customer? Using Your Data for Business Intelligence

The Battle of the Analytic Titans: Database vs. Web

Managing The Complexities Of A B2B Loyalty Program For Maximum Success

Integrating Social Insights into Your Customer Database

6:00 p.m. – 8:00 p.m. Mesazul networking Dinner (separate registration required, see page 7) Mesazul networking Dinner (separate registration required, see page 7)

aGenDa-aT-a-GLanCe

Fundamental sessions are designed for attendees looking for a comprehensive foundation for great decision marketing.

Intermediate sessions are intended for attendees looking to refine existing skills and learn new techniques.

Advanced sessions are for seasoned professionals looking to focus on the more complex challenges of data and technology.4

sunDay, DECEmbEr 12Tee Time: 12:30 p.m. networking Golf event - Blue Monster at Doral (separate registration required, see page 7) networking Golf event - Blue Monster at Doral (separate registration required, see page 7)

monDay, DECEmbEr 13 8:30 a.m. – 9:00 a.m. networking Breakfast networking Breakfast

9:00 a.m. – 11:45 a.m.

Leverage Analytics & Campaign Strategies to Deploy a High ROI CRM and Database Marketing Practice

Using Email to Accelerate Marketing and Sales Performance

Mobile Marketing Metrics, Trends and Future Technologies


12:00 p.m. – 1:30 p.m. keynote luncheon & roundtable: Don Peppers, Founding Partner, Peppers & rogers Group keynote luncheon & roundtable: Don Peppers, Founding Partner, Peppers & rogers Group

1:45 p.m. – 4:30 p.m.Unlocking Customer Value with Cutting Edge Customer Lifecycle Marketing Approaches

Solving the Toughest Challenges in B2B Database Marketing


1:45 p.m. – 4:30 p.m.5th annual executive Thought leadership Forum

(Must be Director and above to participate. For more information, contact Yasmin at [email protected])5th annual executive Thought leadership Forum

(Must be Director and above to participate. For more information, contact Yasmin at [email protected])

4:30 p.m. – 6:00 p.m. Grand opening reception in the exhibit Hall Grand opening reception in the exhibit Hall

tuEsDay, DECEmbEr 14




8:00 a.m. – 9:00 a.m.

How Sullivan Tire Uses Customer Analytics to Drive Sales at Retail Service Locations

Reader’s Digest: Leveraging Offline Data for Online Marketing

The Miami Dolphins Score a Touch-Down with One-to-One Marketing

Five Steps to Building Customer Relationships Using Customer Data

Transforming Allstate’s Customer Communications with Near Real-Time E-mails

9:15 a.m. – 10:15 a.m. Industry Insider Panel: Moderated by: Dave Frankland, senior analyst, Forrester research Industry Insider Panel: Moderated by: Dave Frankland, senior analyst, Forrester research

10:15 a.m. – 11:00 a.m. Break in the exhibit Hall Break in the exhibit Hall

11:00 a.m. – 12:00 p.m.

Combine Front-line and Back-end Analytics to Increase Marketing ROI

The Role Of Brand & Brand Value in Direct Response Marketing

Affinity Marketing 2.0: Best Practices Review

Segmenting the Technology Finance Market in the U.S.

Transforming Call Center, Social Media, & Survey Data into Customer Intelligence

12:15 p.m. – 1:30 p.m. nCDM 2010 Database excellence awards luncheon nCDM 2010 Database excellence awards luncheon

1:30 p.m. – 2:10 p.m. Dessert with the exhibitors Dessert with the exhibitors

2:15 p.m. – 3:15 p.m.

Target Customers Effectively Through Advanced Analytics

Building Customer Centricity through Cross Channel Communiqué

How to Build a Passionate Brand Community from Scratch

Do Not Disturb: Respecting Your Customer’s Privacy and Choice

Consumer Engagement: It’s Not Just About Marketing Anymore!

3:30 p.m. – 4:30 p.m.

The DM Holy Grail: Getting the Right Message to the Right Person at the Right Time

Leveraging Your Database to Make Better Enterprise Wide Business Decisions

Driving Interactive Marketing via Mobile Analytics

Extending the Shopping Basket with Loyalty Points

Closing the Marketing Loop: A 3-way Vendor Comparative

5:00 p.m. – 7:30 p.m. networking reception by Blue lagoon Poolside networking reception by Blue lagoon Poolside

WEDnEsDay, DECEmbEr 15




8:00 a.m. – 9:00 a.m.

Modeling for Marketers: Understanding the Value of Pragmatic Analytics

Succeed in Today’s Dynamic Consumer Marketing Landscape

Listen and Learn: Turn Social Media Chatter Into Business Insights

Be Smart, Sell More: Integrate Data and Analytics with B2B Sales

Outsourcing Your Marketing Database: Critical Questions You Must First Ask Yourself

9:15 a.m. – 10:15 a.m. keynote: Perry Cooper, svP, Direct & Digital Marketing and Fan analytics, nHl keynote: Perry Cooper, svP, Direct & Digital Marketing and Fan analytics, nHl

10:15 a.m. – 11:00 a.m. visit with exhibitors visit with exhibitors

11:00 a.m. – 12:00 p.m.

Even Small Businesses Can Boost Revenues Through Marketing Optimization

Bullet-Proof Your Marketing Databases and CRM Programs

Privacy and the Digital Age: Turning Risk into Reward

From Theory to Success: Opet Card’s Award Winning Customer Loyalty Program

The Four C’s: Critical Steps Along the Digital Journey to Marketing Automation

12:15 p.m. – 1:30 p.m. lunch with exhibitors & Passport to Prizes Giveaway (Must be present to win) lunch with exhibitors & Passport to Prizes Giveaway (Must be present to win)

1:45 p.m. – 2:45 p.m.

$25,000 Analytics Challenge: Sponsored by Hearst Corporation and the DMA Circulation Council

How Dell Drives Customer Loyalty and Revenue Within 90-Days of a Sale

Building a Multi Channel Blueprint with Email, Social & Direct

myFord Owner Magazine – Key CRM Channel Produces Loyalty and Revenue

Taking Marketing Technology into the Cloud

3:00 p.m. – 4:00 p.m.

10 Important Tips for Successful Model Implementation

Who Is My Customer? Using Your Data for Business Intelligence

The Battle of the Analytic Titans: Database vs. Web

Managing The Complexities Of A B2B Loyalty Program For Maximum Success

Integrating Social Insights into Your Customer Database

6:00 p.m. – 8:00 p.m. Mesazul networking Dinner (separate registration required, see page 7) Mesazul networking Dinner (separate registration required, see page 7)

aGenDa-aT-a-GLanCe

Indicates Business-to-Business focused sessions.

Indicates Business-to-Consumer focused sessions.

Indicates sessions featuring marketers sharing first-hand accounts.

5

eDUCaTIonaL TraCkS/aWarDS

Exhibit hall hours Monday, deceMber 13

4:30 p.m. – 6:00 p.m.

tuesday, deceMber 1410:15 a.m. – 12:15 p.m. &

1:30 p.m. – 4:30 p.m.

Wednesday, deceMber 1510:15 a.m. – 1:30 p.m.

at Ncdm 2010, you’ll find five innovative tracks that make it easy to set your agenda and target sessions that will give you concrete knowledge you can apply back at the office!

neW! CUSTomer enGaGemenT, LoyaLTy, & reTenTIonThis track explores how to engage customers to increase loyalty and customer satisfaction, improve contact strategies with applied intelligence, profiles and testing routines, and protect your customer’s privacy and data, while not limiting its use for marketing purposes. Learn to transform CRM data collected from online and offline channels into actionable findings.

anaLyTICS & moDeLInGLearn to identify the key indicators your company should be analyzing and tracking. This track will explore different analytical approaches to data such as predictive modeling, segmentation, and multivariable testing to help you use automated triggers, raise response rates, increase profits, measure ROI, and understand customer lifetime value.

DaTabaSe markeTInG STraTeGIeS This track will deliver database marketing strategies you can use to become a customer-centric organization. You will learn to identify gaps in you current CRM and database marketing practice, creatively use data to make strategic business decisions beyond marketing and demonstrate the value of database marketing initiatives to the C-suite.

InTeraCTIVe markeTInG This track will focus on multichannel techniques to build a passionate brand community, measure social media and mobile campaigns and learn the role of real-time and text analytics to drive your digital decisions. The role of privacy in today’s digital age will also be discussed.

TeChnoLoGy for ToDay anD TomorroWFind out what the experts and progressive companies are currently using to leverage their customer data and sustain growth. You’ll get an inside look at the latest tools and techniques in real-time email marketing systems, cloud computing, marketing automation, and more to increase revenue and accelerate sales force productivity.

Track sponsor

tuesday, december 14 • 12:15 p.m. – 1:30 p.m.

The 2010 nCDm Database excellence awards honor organizations that are executing innovative analytics, database marketing strategies and technologies, or leveraging existing knowledge in creative ways, to improve the quality of their marketing initiatives, resulting in measurable and increased value to the bottom line.

enter in these categories:

visit www.nCDMevents.com to download an entry form and award details. submit by october 22, 2010!

Analytics and Modeling Applications Technological Applications

Multichannel Marketing B-to-B Marketing


networking Golf outing — The TPC blue monster at Doral [Separate registration required, see page 23 for pricing]

december 12 • Tee Time: 12:30 p.m. The TPC Blue Monster is home to the famous 18th hole ranked by GOLF Magazine as one of the Top 100 Holes in the World. A great opportunity to meet and network with fellow attendees before the start of the NCDM conference, you’ll enjoy a fun-filled afternoon playing one of golf’s historic courses.

5th annual executive Thought Leadership forum

december 13 • 1:45 p.m. – 4:30 p.m.Created exclusively for NCDM executives, this half-day interactive forum invites executives to join the conversation and discuss management trends to ensure a customer centric organization. Seating is limited. You must be director level or above to participate. Vendor participation is limited to ensure a certain ratio. Email [email protected] for more information.

Grand opening reception in the exhibit hall [Open to all - must have registration badge]

december 13 • 4:30 p.m. – 6:00 p.m.Unwind after a day of intensives and stop by the Exhibit Hall for the Grand Opening Reception. Celebrate with fellow attendees on the cutting edge of data & technology. Whether you are ready to buy or just want to make new connections, learn how you can raise your marketing to the next level. Hors d’oeuvres and drinks will be served.

Luncheon roundtable Discussionsdecember 13 & 14Want to learn about the latest trends and technologies in database marketing? This is your chance to join an in-depth lunch discussion with your peers and get tips and solutions from the sharpest minds in the business. Visit www.NCDMevents.com for confirmed table topics and time.

havana nights networking reception by blue Lagoon Poolside

[Open to conference attendees, exhibitors, and speakers]

december 14 • 5:00 p.m. – 7:30 p.m.Gentlemen grab your guayaberas and ladies your most colorful outfits and experience a little of Havana under the Miami sky. Socialize with your new NCDM friends for a memorable fiesta as you enjoy mojitos, Spanish food, and the sounds of Latin music.

mesazul networking Dinner[Separate registration required, see page 23 for pricing]

december 15 • 6:00 p.m. – 8:00 p.m.Unwind with your new friends from NCDM for a sumptuous three-course meal at Mesazul, a Latin-inspired spin on the classic American steakhouse. Seating is limited so reserve your space early, and register today.

NEW

Back by Popular Demand

NEW

exhibitor list (as of 9/14/10)

ANALYTICi, a Merkle Company

DataLab USA

Infogroup

Jigsaw

Merkle

Neolane

Numeric LLC

Portrait Software

Salford Systems

SAS Institute Inc.

Telematch, Inc.

Tranzact Information Services

VeraCentra

Zoom Info

Find solutions that will take your data-driven marketing to the next level! The NCDM Exhibit floor is where you’ll be able to access the industry’s top players in one place.

To exhibit or sponsor the event contact Trinette Cunningham at 724.809.6224 or email at [email protected].

Networking Golf Outing

Grand Opening Reception

neTWorkInG eVenTS

NEW


9:00 a.m. – 11:45 a.m.

Leverage analytics & Campaign Strategies to Deploy a high roI Crm and Database marketing Practice Do you understand the value and role of a robust analytics practice in developing a customer relationship management strategy? This intensive will illustrate the different types of analytic techniques relevant for multichannel campaigns, including mail, email, mobile, and social media, at different stages of the customer life-cycle. Attendees will also explore how mobile, web, and social media have changed the face of CRM and database marketing and learn how to assimilate these emerging channels into your existing marketing mix to increase customer engagement. Hear real-world examples and get an overview of digital enablers, such as social networks/blogs, RSS, wikis, widgets, social search, tagging, and mash-ups that should be part of your 21st century contact strategy. By the end of this intensive, you’ll realize the benefits and challenges of running a campaign-centric vs. customer-centric CRM and database marketing campaigns. sPeaKer: DevyanI saDH, CEO, Data Square

Using email to accelerate marketing and Sales Performance Regardless of whether you are a new user of email or a seasoned veteran, this intensive will equip you with the knowledge and insight to improve the effectiveness of your email communications, and show you how to take customer engagement to a new level by combining email with other media like mobile and social. Using best-in-class case studies of effective B-to-B and B-to-C email marketing, you’ll learn the ins and outs of different email communication strategies for different marketing objectives. You’ll see examples of email design techniques that improve email performance, and best practices for measuring and testing email and landing pages to attract and convert new customers. This intensive is designed to teach you what you need to know to use email as the linchpin of your customer acquisition and retention strategy. All this, plus you’ll receive a comprehensive list of Digital Marketing Resources you can access to stay on top of the latest trends and best practices.sPeaKers:Joel Book, Principal, Marketing Research & Education Group, ExactTarget, Inc.Jeanne JennInGs, Consultant, Email Marketing Strategy, JeanneJennings.com, Inc.

mobile marketing metrics, Trends and future Technologies This intensive will give attendees a primer on mobile marketing, strategies for incorporating it into their existing marketing mix as well as outline some of the tools and tactics available today and in 2011. Learn which metrics drive mobile marketing and influence strategies as well as trends such as SMS usage, mobile internet penetration, smartphone adoption and demographics and new technologies sharing the landscape. You will hear examples of how leading retailers and brand marketers are leveraging this channel and integrating it with other media and the results and success metrics they are achieving. By the end of this intensive, you will be able to integrate mobile into web, social media, POS, print, broadcast, radio, outdoor, and PR to fuel a successful CRM program. Walk away with a Mobile Marketing Roadmap and 10 steps to get you started to develop a low-cost, low-risk phased approach to grow this important new medium in your organization.sPeaKers: MICHael rICCI, VP - Mobile Practice Leader, MerkleMICHael BeCker, Managing Director – North America, Mobile Marketing AssociationAdditional Speaker to be announced

enterprise Loyalty Day – Part 1Marketers spend an estimated $2 billion on promoting loyalty strategies a year, but only a few are capable of leveraging that investment beyond the marketing department to improve profitability across the organization. Doing this means achieving Enterprise Loyalty, and transforming the entire organization to create a better customer experience based on advanced analytics and customer insights. This session will include guidelines on how to transform company operations to integrate customer-specific insights across the organization. Attendees will get a primer on why it is necessary to create a better customer experience based upon advanced analytics, yet simultaneously seek out the quick wins that can fuel support for the transformational journey throughout the organization. You’ll hear how Best Buy applied such customer insights to its own operations, and won. Other practical examples of hands-on, connect-the-dots strategies will also be featured to illustrate how enterprise loyalty can be achieved.sPeaKers: MaTT sMITH , VP, Marketing, Best Buykelly HlavInka, Managing Partner, COLLOQUY nIColle sCavUzzo, Director, Client Services, PrecimaneIl BalBIrnIe, Vice President, New Business Development and Analytical Delivery, LoyaltyOne Consulting

monDay, DeCember 13


12:00 p.m. - 1:30 p.m.

Don PePPersFounding Partner, Peppers & Rogers Group

Death by Word-of-mouth: new realities for Database marketing

See page 3 for details

1:45 p.m. - 4:30 p.m.

Unlock Customer Value with Cutting edge Customer Lifecycle marketing approachesOrganizations are faced with converging trends that make extracting customer insights from data increasingly important to drive competitive advantage. However, applying a customer lens to core processes beyond direct marketing continues to be a challenge with companies often sitting on significant data assets who’s true value is not being realized. This intensive will share how McKinsey has worked with leading retailers, financial services companies, and marketers to apply cutting-edge customer lifecycle marketing approaches and share practical steps that can be taken to unlock customer value. Each step will be brought to life through real examples drawn from across B-to-C and B-to-B industries. Attendees will hear how-to examples of new techniques in retention analysis to identify at risk customers earlier than your competitors and “on-boarding” techniques to ensure newly acquired customers stay to become loyal for life. sPeaKers: Ben arMsTronG, Leader, McKinsey’s Customer Solution Center BarT sICHel, Partner Marketing Practice, McKinseyJosH leIBoWITz, Partner, Managing Partner, Leader, McKinsey’s Marketing and Retail Practice

Solving the Toughest Challenges in b2b Database marketing New marketing methods, data sources, analytical tools and technical capabilities offer B2B marketers new opportunities for success and risks for failure. In this interactive session, you and your peers will discuss the most pressing issues you face in expanding beyond existing B2B database marketing practices. Attendees may choose to delve into any of the following: how to make use of CRM, social media, and Web behavior for better targeting; new methods to identify and enhance prospect data; integrating brand advertising with response marketing; advances in measuring marketing effectiveness, ROI and multi-touch impacts; identifying and integrating customers across channels; closer relationships between marketing systems, operations, customers and business partners; opportunities presented by cloud and SaaS computing; latest applications for mobile and location-based marketing. Come ready for nuts-and-bolts discussions of specific challenges, practical solutions, and next steps you can take when you get back to the office.sPeaKer: DavID raBB, Principal, Raab Associates

enterprise Loyalty Day – Part 2Enterprise Loyalty moves well beyond “program” management of points and promotions and upgrades. It is about identifying your most profitable customers’ needs and transforming pricing and merchandising strategies, store layout and experience strategies, and even product-development strategies based upon those customer-specific insights. Yet it is the operational application of these insights where companies tend to come up short. Our afternoon presenters, including Delta Air Lines, will reveal how holistic operational deployment transforms the customer experience. Find out how innovative data collection – and application – helps marketers master their merchandising mix and develop effective pricing strategies. Join key presenters that have taken their own successfully incorporated strategies to the bank, and to the sky and discover ways to stitch loyalty into the corporate playbook beyond the marketing chapter.sPeaKers: JeFF roBerTson, Vice President, Delta SkyMileskelly HlavInka, Managing Partner, COLLOQUY nIColle sCavUzzo, Director, Client Services, PrecimaneIl BalBIrnIe, Vice President, New Business Development and Analytical Delivery, LoyaltyOne Consulting

Keynote


8:00 a.m. - 9:00 a.m.

AnAlytics & Modeling

how Sullivan Tire Uses Customer analytics to Drive Sales at retail Service LocationsThis session describes how Sullivan Tire uses customer scoring, predictive analytics, and automated triggers to generate personalized direct mail to bring customers into their service centers. Attendees will learn how to pick risk thresholds to spot potential defectors, set triggers on both purchase events and customer state changes, and quickly mail customers offers that are customized by geography, products, and discount level.

TakeaWayS:

• The mechanics, logistics, and pitfalls of mailing personalized offers

• How to use triggers to automate your marketing campaigns

• Ways to achieve excellent results including increased response rates and lift in net profits

sPeaKers: Mark kleIn, CEO, Loyalty Builders LLCMICHael PanarellI, Director, Advertising and Marketing, Sullivan Tire Co. Inc

dAtAbAse MArketing strAtegies

reader’s Digest: Leveraging offline Data for online marketingWhen Reader’s Digest sought to boost the effectiveness of its online promotions, it employed offline intelligence resulting in new opportunities that made the most of its data and empowered it to better target and cross-sell its customers. This session details how offline data helps promote targeted campaigns, drives customer segmentation, and optimizes contact strategies.

TakeaWayS:

• Mining offline data to improve the effectiveness of online promotions

• Using data to drive customer segmentation and cross-sell strategies

• Optimizing contact strategies and channel preferences based on customer data

sPeaKers: Joe Devanny, Vice President, Data Sciences, Readers Digest roB reGer, Vice President, Epsilon Targeting

interActive MArketing

The miami Dolphins Score a Touch-Down with one-to-one marketing By consolidating fan information from various touch-points such as season, group and single-game ticket purchases; event attendance; food and beverage purchases and in-store sales, the Miami Dolphins and Sun Life Stadium have been able to better understand each fan’s preferences, and use that information to develop highly relevant and personalized communication programs that meet each fan’s needs.

TakeaWayS:

• Create highly targeted and personalized fan communications

• Execute lifecycle-based marketing programs based on individual fan preferences

• Increase fan engagement

sPeaKers: DanIel sMITH, SVP, Marketing, ClickSquaredGeorGe Torres, Senior Director, Marketing & Communications, Miami Dolphins

custoMer engAgeMent, loyAlty, & retention

five Steps to building Customer relationships Using Customer DataHarness all customer data sources to achieve insights that yield competitive advantage and improved marketing returns by designing and managing unique customer messaging in a complex multichannel environment. Attendees will walk away with best practices for experimentation (testing) and continuous improvement, and gain a scalable roadmap to implement the acquisition of more data to achieve greater insights that yield on-going improvement.

TakeaWayS:

• Drive meaningful, profitable, and scalable customer contact strategies

• Improve your contact strategies with applied intelligence, profiles, and testing routines

• Increase profitability by applying triggers to automate customer communications

sPeaKers: ConnIe HIll, President and Founder, VeraCentrasally WassInk, Vice President of Marketing, COIT Services Inc..

TUeSDay, DeCember 14


technology for todAy & toMorrow

Transforming allstate’s Customer Communications with near real-Time emailsTransform your customer communications by designing and deploying a near real-time email marketing system. Attendees will learn how Allstate used data normally managed as strictly a web service as part of a consumer contact strategy that allows for cross sell, up sell, and retention messaging within the confirmation process. As a result, new customers receive their first email confirmation within 15 minutes of the transaction.

TakeaWayS:

• Cut down data lag from 2 days to less than 15 minutes with new data lifecycle architecture

• Provide more options via a stream of relevant customer communications

• Utilize an innovative non-relational approach for a back-end database platform

sPeaKers: JosePH neTTUM, Senior Manager, Allstate Insurance CompanyaMol PoTDar, Senior Consultant, Covalent Marketing

9:15 a.m. - 10:15 a.m.

Dave FranklanDSenior Analyst, Forrester Research

marketing Industry Insider Panel: evolving from Database marketing to Customer Intelligence


11:00 a.m. - 12:00 p.m.


Combine front-line and back-end analytics to Increase marketing roILearn how Hearst Magazines combines back-end modeling with front-line testing to identify new opportunities and increase marketing ROI. With 14 US titles, millions of subscribers, and endless possible offers and creatives, Hearst’s modeling and testing quickly zero-in on the most valuable marketing mix and segmentation.

TakeaWayS:

• Increase response rate and revenue with acquisition and cross-sell models

• Uncover new marketing insights and quantify the results with multivariable testing

• Link modeling and testing more closely together to increase overall analytical ROI

sPeaKers: FreD HollanD, Vice President, LucidViewCHarles sWIFT, Vice President, Database Strategy and Marketing, Hearst MagazineskIrsTen BeCker, Promotion Director, Hearst Magazines


The role of brand & brand Value in Direct response marketingWhat was once considered hard-and-fast direct sales is now considered “enhancing the brand experience through direct response.” This session will provide an overview and examples of how Bank of America Home Loans® addresses today’s consumer, along with when and how to blend the best of brand with the best of direct response. The result? Effective, branded, direct communications that deliver measurable positive results.

TakeaWayS:

• Balance the best of brand with the best of direct response

• Identify what elements drive response without compromising brand

• Learn the power of controlled testing to identify the balancing point

sPeaKers: JeFF BIesMan, Senior Vice President, Direct Response, Bank of America Home Loans lI saUl, Vice President, Strategic and Creative Development, The Agency Inside Harte-Hanks

Keynote



affinity marketing 2.0: best Practices reviewThe volume of marketing tactics required when working with many partners can overwhelm any marketing team. Moving to multichannel, multi-segment messaging adds to the complexity. Hear how Nationwide Insurance has turned their affinity group into a dominant revenue engine and the sales enablement tools implemented to create controlled engagement between the direct sales force and affinity partners.

TakeaWayS:

• The 10 best practices for selling through multiple partners

• Managing thousands of campaigns through hundreds of partners with maximum results

• Creating sales enablement tools to support your sales organization

sPeaKers: Terry MUlHern, Associate Vice President, Nationwide InsuranceJIM DellavIlla, EVP Client Services, SIGMA Marketing Group

custoMer engAgeMent, loyAlty & retention

Segmenting the Technology finance market in the U.S.With a vast and undefined financing market, GE Capital used segmentation to align its sales functions and go-to-market strategies to meet the needs of its most profitable customers thus driving sales efficiency, customer acquisition, and profitability. This session discusses how GE Capital employs a unique and proven segmentation process to enhance growth in a highly competitive and fragmented B2B market.

TakeaWayS:

• Learn the important milestones and barriers when conducting a B2B segmentation

• Understand the actionable analytical solutions & targeting frameworks for segmentation

• Deliver results throughout your organization with an effective segmentation process

sPeaKer: BIll WHyMark, VP, Customer Research, GE Capital


Text and Sentiment analytics: Transforming Call Center, Social media, and Survey Data into Customer IntelligenceDiscover how you can harness vital customer intelligence to improve marketing effectiveness, customer loyalty, and product/promotion planning efforts, by using customer feedback and customer interaction content from the enterprise and social media – the majority of it being text-based and unstructured. Attendees will hear case studies from successful organizations who have adopted customer experience analytics using text analytics techniques.

TakeaWayS:

• Collect, transform, and act on unstructured customer feedback and interaction data

• Improve marketing effectiveness by harnessing vital customer intelligence

• Hear how companies have adopted and used text analytics

sPeaKers: sID BanerJee, CEO,ClarabridgeAdditional speaker to be announced


s E s s i o n l E g E n D

Fundamental

Intermediate

Advanced

Business-to-Business Focused

Business-to-Consumer Focused

Case Study


2:15 p.m. - 3:15 p.m.


Target Customers effectively Through advanced analyticsIntuit relies on deep analysis to measure and optimize online campaign effectiveness, improve user experience, and increase customer retention. However, it was spending millions of dollars on multichannel marketing campaigns without knowing which elements of those campaigns were contributing to the bottom line. By analyzing cookie and website data, Intuit was able to conduct better ad targeting and price/volume analysis, understand customer behavior, customize offerings, increase customer satisfaction, and maximize revenue.

TakeaWayS:

• Learn to use advanced analytics to drive better decisions for multichannel marketing campaigns.

• Understand the benefits of more precise, targeted marketing

• Discover where customers are in the ad funnel and how to target them appropriately

sPeaKers: arUP ray, Lead Architect, IntuitBraD Terrell, VP & General Manager, Digital Media, Netezza


building Customer Centricity through Cross-Channel CommuniquéThis session takes your on Tricoci Salon’s journey to becoming a customer centric organization and share the secret that allowed them to generate high engagement coupled with record-low unsubscribe rates. Attendees will learn how to determine thresholds for too much or too little communication and about the types of objectives, offers, targeting, segmentation, and analytics that make sense for each of the channels.

TakeaWayS:

• Learn best practices and trends in building a cross-channel communique

• Find out how mobile analytics differ from email and direct mail analytics

• Understand key “test” variables by channel and the importance of company-specific benchmarks

sPeaKers: DevyanI saDH, CEO, Data SquareMeGan BUesCHel, VP, Marketing, Mario Tricoci Hair Salons & Day Spas


how to build a Passionate brand Community from ScratchIn 2009, BFGoodrich wanted to develop a conversation with its core consumers. Using a multichannel contact strategy, they reached out to their audience via email, social media channels, paid search, banners, and more, while monitoring which channels were most successful in attracting engaged visitors. Attendees will learn the power of using analytical insights to drive digital decision making while in market.

TakeaWayS:

• Develop and nurture a growing brand community• Find the most relevant media placements with use

of real-time analytics• Create channel strategies that connect

sPeaKers: eaMon Boyle, VP/Director of Analytics, The Martin AgencyJIll WenInGer GoUleTTe, Digital Solutions Manager, BFGoodrich Tires / Michelin North AmericaClIFF aDaMs, Senior Strategic Planner, The Martin Agency


Do not Disturb: respecting your Customer’s Privacy and ChoiceOrganizations rely on customer data to effectively communicate, but they are also responsible for protecting this valuable asset. This presentation will illustrate the importance of protecting your data and review how easily fraud and identity theft can be committed. Best practices on how to guard your customers’ data and maintain their trust and choices while handling every day transactions and queries will be provided.

TakeaWayS:

• Protect your customer’s privacy and data, while not limiting its use for marketing purposes

• Manage and navigate the variety of international privacy regulations

• Reduce your risk for breaches that impact your customer’s privacy

sPeaKers: PaUleTTe TUPPer, Direct Marketing Manager, MoneyGram InternationalCynDI GreenGlass, President Agency Services, Diamond Marketing Solutions



Consumer engagement: It’s not Just about marketing anymore!More and more non-marketing information is being included in databases to better understand the whole customer relationship. This new information can be used to drive communications that have nothing to do with marketing. Companies who respond to operational and experience triggers to help manage the customer experience can increase the depth and profitability of their customer relationships.

TakeaWayS:

• Use analytics to drive decisions about managing the customer experience

• Learn to spot and respond to interactions that are relationship triggers

• Address internal politics to secure control of customer relationships

sPeaKer: rICHarD n. Tooker, VP, Solutions Architect, KnowledgeBase Marketing

3:30 p.m. - 4:30 p.m.


The Dm holy Grail: Getting the right message to the right Person at the right TimeFind out how The American Heart Association’s Go Red for Women campaign achieved twice their normal click through, identified donors most likely to contribute, and created multiple nurturing pathways. Discover new ways to use genetic modeling to uncover complex relationships among data sets, enabling marketers to predict the best message for each prospect at a given point in time.

TakeaWayS:

• Identify and label the 3-5 common purchase decision mindsets

• Increase response and sales conversions by creating segment specific communications

• Use genetic modeling to recognize the “perfect lead” resulting in accurate lead scoring

sPeaKers: JennIFer JUrGens, Vice President, Sales & Marketing, MarketNet Services, LLCJeFF eWalD, Founder and CEO, Optimization Group, Inc.anU GHanDI, Director of Marketing, Consumer Markets, American Heart Association




Leveraging your Database to make better enterprise Wide business DecisionsWhat’s next for organizations that have built an effective integrated database? Find out in this session that explores how retailers are using data to make better business decisions, from geographical expansion and site selection to staffing, store design, web site management, and merchandise mix. You’ll learn how to incorporate new and different types of data from emerging channels to uncover rich opportunities, and identify new solutions to perennial business challenges.

TakeaWayS:

• Use customer insights to enhance web site design and inventory management

• Drive an analytically driven approach to the real estate decision making process

• Select the merchandise mix for a new store and predict its effect on revenue

sPeaKers: DavID BraUnsTeIn, SVP, Strategic Services, MBSBarBara von eUW, Director of CRM & Database Management, David Yurman


Driving Interactive marketing via mobile analyticsIf being targeted and relevant is important offline or on the Internet, it is a thousand times more important on the mobile device, where customers are quickly irritated (if not charged) by ill-fitting marketing pitches. This session explores the new world of mobile analytics and how it can play a central role in the end-to-end, cross-channel marketing effort.

TakeaWayS:

• Distinguish the difference between mobile analytics and fixed Internet analytics

• Translate insights from mobile analytics into concrete marketing action items

• Learn best practices for coordinating interactive dialog with customers across channels

sPeaKers: Jay HenDerson, Director of Product Marketing, Unica Additional speaker to be announced


extending the Shopping basket with Loyalty PointsTargeting the right shopper with the right offer is one of the most challenging tasks in marketing. Hear how one company tackled this challenge with a highly personalized promotion, targeting offers to consumers who had a higher propensity to purchase new or existing products.

TakeaWayS:

• Enhance loyalty by tailoring promotions that are relevant to customers’ consumption behavior

• Advance vendor product sales through category penetration and extension

• Increase product purchase, basket size, and customer profitability amongst best shop

sPeaKers: Ian DI TUllIo, Director, LoyaltyOneAdditional speaker to be announced


Closing the marketing Loop: a 3-way Vendor ComparativeMarketers want to be able to “close the loop”, initiate and manage event triggered marketing, and analyze the results of their marketing messages. Many software development solution firms claim to provide an integrated platform from which to do this. See how three companies tackle this very problem – with one identical marketing scenario, watch three companies perform the steps necessary to meet the objectives of this comparative competitive session.

TakeaWayS:

• See how 3 major software development competitors perform the same closed loop marketing task differently

• Learn the basic components of a truly integrated event triggered marketing solution

• Discover the best software solution for your company

sPeaKers: BernICe GrossMan, President, DMRS Group, Inc.MIke FazIo, Business Solutions Consultant, AlterianJerry kosMaCHU, Manager of Sales & Engineering, NeolaneJann HarrIson, Director of Business Development, Unica

*Schedule subject to change.


8:00 a.m. - 9:00 a.m.


modeling for marketers: Understanding the Value of Pragmatic analyticsWith 6.7 million records, AAA South has reduced the time it takes to build predictive models from weeks and months to just days to capitalize on customer data and deliver more effective and targeted campaigns. This session discusses how to utilize the latest approaches in predictive modeling to better understand your customers—and ultimately achieve increased up-sell, cross-sell, and retention.

TakeaWayS:

• Drive results with practical approaches to segmentation and predictive analytics

• Gain greater insight on customer behavior to deliver more targeted campaigns

• Manage modeling activities in-house and do more with less

sPeaKers: krIsTIn raHn, Director, Advanced Analytics, AAA Auto Club SouthMark sMITH, EVP, Portrait Software


Succeed in Today’s Dynamic Consumer marketing LandscapeThis panel features senior marketing executives from Aetna, Chubb and The Hartford who will provide practical examples of how they are adapting to a dynamic marketing environment, which has been transformed by the recent recession, health care reform and the regulatory environment. Attendees will learn how leading companies adjust and how you can apply these tips to your own organization.

TakeaWayS:

• Learn about marketing challenges and solutions in a distributed sales environment

• Develop a road map for launching your product to a new consumer segment

• Adjust your marketing, sales, and product environment to a consumer-centric model

sPeaKers: sanDeeP kHarIDHI, Vice President, MerkleJIM FIske, Vice President, Chubb Personal InsuranceaPUrva varMa, Strategic Marketing Manager, AetnaJoHn reID, Portfolio Marketing Director, The Hartford


Listen and Learn: Turn Social media Chatter into business InsightsSocial media networks offer a virtual focus group of customers talking about your products, services and their experience. This session will demonstrate the value of social media analytics. From building a warehouse of conversations in order to understand trends, to predicting future volume of online conversations and their impact on business results; this session will show you how to respond to these insights.

TakeaWayS:

• See how companies are taking action on insights developed from online conversations

• Learn about the latest techniques in the area of text analytics

• Set up social media KPIs based on your business objectives

sPeaKer: JoHn BasTone, Global Product Marketing Manager, Customer Intelligence, SAS


be Smart, Sell more: Integrate Data and analytics with b2b SalesNew methodologies for modeling B2B data and demand content are yielding innovative B2B solutions that are both actionable and effective. Attendees will learn how TDS develops informed strategies for prospecting new customers, re-aligning sales territories, cross-selling existing customers and predicting future opportunities.

TakeaWayS:

• Learn how data and analytics drive integrated B2B sales and marketing programs

• Discover how data can set a level playing field for a B2B field sales organization

• Integrate data with sales to track results throughout the sales process

sPeaKers: Mark nelson, SVP of the Corporate Partner Program, Nielsen Claritas, The Nielsen CompanyJennIFer sTearns, Manager, Marketing Operations for CRM, Accenture

WeDneSDay, DeCember 15



outsourcing your marketing Database: Critical Questions you must first ask yourselfHaving chosen to outsource your Marketing Database, selecting the right provider/partner is essential to the success of your future customer acquisition, retention and expansion initiatives. Providing insight from the client and provider perspectives, this session will share which critical questions to ask, and how to strike a balance between current requirements and long-term plans.

TakeaWayS:

• Identify the critical questions to ask before seeking a Marketing Database partner

• Save time and money by taking a practical, reasoned approach to selecting a provider

• Balance between short vs. long-term plans, features/functionality, and financial investment

sPeaKer: Dave DUszynskI, Director, Sales Support & Client Relations, Experian Marketing Services

9:15 am. - 10:15 a.m.

Perry CooPerSVP, Direct & Digital Marketing and Fan Analytics, NHL

Using Digital Consumer Insights to Guide Strategy, Programming & new business models


11:00 a.m. - 12:00 p.m.


even Small businesses Can boost revenues Through marketing optimizationHear how All-State Legal built a marketing strategy that reaches the right customer at the right time through the right mix of channels—thus improving results while investing less. Attendees will learn how to integrate customer value, behavior, and needs data to target customers effectively. Walk away with several clear actions to begin to optimize your marketing budget.

TakeaWayS:

• Determine which data is most relevant and needed to reach the desired outcomes

• Develop the right customer touch strategy and marketing optimization model

• Build an effective campaign execution and measurement strategy

sPeaKers: onDer oGUzHan, Partner, Peppers & Rogers Group Managed AnalyticssUsan JaCoBs, Director of Marketing & Client Services, All-State Legal


bullet-Proof your marketing Databases and Crm ProgramsThe ability of the CRM architecture to fulfill the company’s vision of customer engagement is mission critical. In this session, attendees will learn how to execute a comprehensive assessment of their CRM architecture, identify and prioritize critical issues that interfere with best practices, and apply money-saving corrective measures by identifying gaps in their current CRM and database marketing practice.

TakeaWayS:

• Save significant budget dollars by minimizing the risks that threaten performance

• Repair and improve data collection, data management, data quality, and much more

• Improve customer insight and respond to market and competitive pressures

sPeaKers: DavID BernarD, Managing Director, DB Marketing TechnologiesMITCH WesT, Director, Corporate Marketing, Abbott

Keynote


11:00 a.m. - 12:00 p.m.


Privacy and the Digital age: Turning risk into rewardExciting new digital technologies are facilitating the collection and use of more intelligence to help marketers better understand their audiences and target more effectively. This panel of experts with backgrounds in both digital and traditional marketing and analytical practices will discuss the risks facing our industry, provide techniques to reduce your risk of becoming a headline or dependant on data that suddenly disappears and answer your questions about the future of digital marketing.

TakeaWayS:

• Identify which details posted on social networks provide rich insights to lifestyles & interests

• Learn the concerns of regulators and politicians • Understand the potential consequences and

rewards of data derived from digital technologies

Moderator: JennIFer BarreTT, Global Privacy Officer, Acxiom Corporation

Panelists: JUsTIn WeIss, International Privacy Director, Yahoo Additional panelist to be announced


from Theory to Success: opet Card’s award Winning Customer Loyalty Program

How do you mobilize 300,000 customers to register from a campaign offer and generate

$1 billion in revenue? What does it take to boost loyalty and

customer satisfaction while marketing a commodity product like gasoline? Hear last

year’s NCDM Database Excellence Platinum award winner, Opet Petroleum, discuss its journey to become the leader of customer satisfaction in Turkey.

TakeaWayS:

• Learn the success story behind Opet Card loyalty program

• Understand the key factors for integrating Opet Card into Opet-Arcelik campaign

• Explore real life examples to boost loyalty and satisfaction

sPeaKer: serDar senay, CRM Coordinator, OPET Petroleum Inc.


The four C’s: Critical Steps along the Digital Journey to marketing automationWith good planning even the most complex information systems and database can be organized into a marketing technology backbone. By addressing the “Four C’s” of marketing automation—Collation, Collaboration, Convergence, and Connection—this session will give attendees a blueprint for architecting their own technology initiatives to automate their marketing efforts using multiple customer data sources across the enterprise.

TakeaWayS:

• See how marketing automation aids in short and long-term budget and tactical decisions

• Identify the “Four C’s” of marketing automation for successful implementation

• Hear an example that demonstrates ROI, while enabling transparency and control across the enterprise

sPeaKer: sUsan kelly, Vice President of Enterprise Marketing Services, Xerox Global Services


s E s s i o n l E g E n D

Fundamental

Intermediate

Advanced

Business-to-Business Focused

Business-to-Consumer Focused

Case Study

PLATINUM


1:45 pm. - 2:45 p.m.


$25,000 analytics Challenge: Sponsored by Hearst Corporation and the DMA Circulation CouncilThe magazine publishing industry is able to predict customer response to acquisition and renewal offers, but how do they apply the same analytic discipline to newsstand locations response? Hear the top three finalists of this challenge present their models and find out which one optimized financial contribution of the newsstand location. The winner walks away with the $25,000 prize!

TakeaWayS:

• Learn to effectively predict newsstand “response” • Discover the latest advances in predictive modeling• Hear the top 3 participants share their winning

methodology

Moderator: krIsHna MeHTa, VP, Head of Methodology- Decision Analytics, EXL Service

Panelists: CHarles W. sWIFT. Jr., VP Database Marketing and Strategy, Hearst CorporationCHrIs BUTler, VP Newsstand, Hearst Corporation Representatives from the winning teams to be announced


how Dell Drives Customer Loyalty and revenue within 90-Days of a SaleThis session highlights Dell’s aggressive approach to internationally leveraging their brand and creative assets using trigger-based initiatives driven by initial sales. Attendees will hear how they can dramatically increase response rates for new purchasers on additional accessory and service sales opportunities, reduce costs for execution, and decrease creative development and customization costs by market by more than 66 percent.

TakeaWayS:

• Develop a long-term plan and sell it through the company to gain budget and local market buy-in

• Learn key specifics of how this was accomplished with limited resources and dollars

• Manage success of CRM programs and growth into new areas

sPeaKers: JIM lIszeWskI, President, WMSG, IncDavID CarlanDer, Manager – Global CRM, Dell


Integrated Customer Conversations: building a multichannel blueprint with email, Social, & DirectAdvanced marketing automation technology makes it possible to create tailored customer experiences across channels. Yet with multiple transactional events online and offline, the marketer has to identify key life stage opportunities or risk being overwhelmed and ineffective. Hear from Fortune 1000 companies on how they’ve built best in class integrated marketing efforts and leveraged data from various sources to build cohesive customer blueprints and dialogues.

TakeaWayS:

• Identify key life stage opportunities derived from online and offline data

• Leverage multichannel data to build a cohesive customer communication strategy

• Hear case studies from those who have built integrated marketing campaigns

sPeaKers: sTePHanIe MIller, VP, Global Market Development, Return Path Inc.Additional speakers to be announced


myford owner magazine – key Crm Channel Produces Loyalty and revenuemyFord Owner Magazine is a quarterly publication with circulation to several million Ford Division vehicle owners. This session will share how myFord supports the CRM goals of informing, engaging, and retaining Ford owners. Measurable results will be shared as well as how the publication plays a role in the overall CRM corporate strategy.

TakeaWayS:

• Learn the role of an owner magazine within the current CRM strategy

• Establish circulation and promotional tactics that support CRM goals

• Discover how segmentation drives the circulation and marketing investments

sPeaKers: olIver DIxon, CRM Manager, Ford Division, Ford Motor CompanylInDa rICHarDs, Strategy & Analytics Director, Time Inc Content SolutionsBrUCe lUnD, Database Marketing Consultant and Senior Statistician, Marketing Associates, LLC


1:45 pm. - 2:45 p.m.


Taking marketing Technology into the CloudThis session examines the nature of software-as-a-service (SaaS) solutions, how they are enabled by cloud computing, and how savvy companies can achieve new levels of interactive marketing success and ROI. Join us as we explore what is available today, what is in development, and best practices for implementing and integrating existing campaign management systems. Additionally, we’ll anaylze best practices and success strategies of companies currently using cloud computing.

TakeaWayS:

• Achieving campaign management efficiency• Maximize marketing effectiveness, speed-to-market,

and ROI• Effectively integrate and implement on-demand

solutions with existing systems

sPeaKer: yUCHUn lee, CEO, Unica Corporation

3:00 p.m. - 4:00 p.m.


10 Important Tips for Successful model ImplementationMany analysts waste their valuable time dealing with unorganized data, instead of spending their energy thinking about methodologies and target definitions. This session will provide marketers with 10 key checklist items for successful implementation of statistical models, from data manipulation and variable alignments to large scale scoring and QC process.

TakeaWayS:

• Obtain a clear checklist for successful model implementation

• Maximize the effectiveness of models by making the best of available data

• Minimize risk factors by improving communications among vendors, statisticians, and marketers

sPeaKer: sTePHen yU, Vice President, Analytics & Insights, Infogroup




Who is my Customer? Using your Data for business IntelligenceA lot of times, data is stored in different departments or even different sites throughout the organization. Bringing this information into a single data warehouse leverages the data and yields business intelligence for senior management. In this session, discover how an integrated database can answer operational questions and solve a myriad of business quandaries.

TakeaWayS:

• Learn more about your customers using outside data

• Hear tactics to increase ROI on your customer retention efforts

• Identify strategies to maximize lifetime value from stronger contact management

sPeaKers:JIM sellers, Senior Vice President of Marketing Services, BuxtonAdditional speaker to be announced


The battle of the analytic Titans: Database vs. WebFind out who will emerge dominant and lead their organizations in the analytics space: will it be traditional database analysts, or the new breed of web analysts? This outspoken and informative session will include examples of models for analytic success as well as practical tips to ensure your organization leverages the skills of your analytic resources and insights.

TakeaWayS:

• Effectively leverage both types of analytic expertise in your organization

• Leave with a clear understanding of both branches of analytics and their differences

• Walk away with practical tips to implement the learning from the session

sPeaKers: eMMa WarrIlloW, President, Emma Warrillow & Associates Inc. CHrIs Berry, VP Measurement Science, Syncapse


managing the Complexities of a b2b Loyalty Program for maximum Success Several years ago SnapAV launched its Partner Rewards program to increase share of customer within its large dealer base. This session delves into the development and successful launch and evolution of this program as well as examines the program’s integration with SnapAV’s array of additional marketing programs and its sales team and sales compensation plan.

TakeaWayS:

• Differentiate between managing B2B and consumer-oriented loyalty programs

• Integrate a B2B loyalty program with other marketing initiatives, using specific examples

• Develop metrics, customer goals and sales team compensation guidelines

sPeaKer: aDaM levy, Vice President of Marketing, SnapAV


Integrating Social Insights into your Customer Database As social media expands its sphere of influence, relationship marketers and customer intelligence professionals – the custodians of customer insights – must pay attention to the considerable insights generated from social channels. But most firms struggle to integrate social insights into the customer database; and worse still – fail to utilize the information to effectively drive relevant offers, messages, and actions across all channels.

TakeaWayS:

• Integrate social data into the customer database • Use social insights to improve customer acquisition,

cross-sell, and up sell programs• Discover social tools and technologies that can

support you through this process

sPeaKers: Tony BranDa, SVP, Executive Head of Business Analysis, RBS/Citizens Financial GroupsUresH vITTal, Vice President, Practice Leader, serving Customer Intelligence Professionals, Forrester ResearchAdditional speakers to be announced


discounted hotel rates are available for Ncdm 2010 participants at the doral Golf Resort & Spa in miami, Florida. Reservations must be made by november 11, 2010 to receive the exclusive savings from onpeak, our official housing partner.

4 easy Ways to make your reservation

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Download the housing form online and fax to: 312. 329.9513 [email protected]

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TraVeL InformaTIon

nCDm 2010 official hotel

marriott Doral golf resort & spa4400 NW 87th Ave.Miami, FL 33178

rate: $199 per night. Hotel room rates are subject to applicable state and local taxes (currently 13%, subject to change) in effect at the time of checkout.


early BIrD Aug. 28, 2010 –

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onsITe Dec. 13 – 15, 2010

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Regular Conference (December 14 – 15) $1,095 $1,395

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special Events

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Retention Modeling/Statistics Consulting Systems (IT, MIS, DP) General Management Email Marketing Other (please specify) E-commerce/Web ___________________

4. My industry is: (check one) Consulting Consumer Packaged Goods Distribution Entertainment Finance/Insurance Gaming Health/Legal Services Hospitality/Travel Marketing Non-Profit Publishing Research Retail Technology Products & Services Transportation Utilities Other (please specify)

________________________

5. How many years have you been in the industry? (check one)

Less than a year 6 – 10 years 1 – 5 years Over 10 years

6. How many people are employed full-time at your firm? (check one)

Less than 50 251-500 51-100 500+ 101-250

7. What role do you play in the purchase of products?

Final say Recommend Specify No role

8. Have you attended a NCDM conference in the past?

Yes No

deMograPhic inforMation

Please do not include my name in Conference collateral.


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Documents

The ConferenCe for Engaging CustomErs › file_uploads › bdc7b9024049d41ab6794… · Leveraging Your Database to Make Better Enterprise Wide Business Decisions Driving Interactive