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Database Marketing

Wednesday, October 13
Parts I and II - 1:45pm-4:00pm

Thursday, October 14
Parts III and IV - 9:30am-11:30am
Parts V and VI - 12:45pm-2:00pm

Part I: Justifying Your Return on Investment

This session will set the realistic foundation for positioning your database within your company’s expectations. We will look at success stories and war stories and provide guidance and benchmarks as to how to conduct a corporate-wide survey, and justification for continued investment and deployment in your marketing database division.


  Pegg Nadler, President, Pegg Nadler Associates, Inc.

Part II: Re-Evaluating Your Marketing Database System: A How-To

This session will follow a checklist of the most important items to review when re-evaluating your marketing database, your vendor, and the design and attending functionality of your current solution tool. Attendees will be provided with a proven method of what to look for and how to know what is and is not working.


  Bernice Grossman, President, DMRS Group Inc.

Part III: A Primer on Database Systems — Decifering Differences and Determining Directions

There is a myriad of database technologies on the market today — and this session is designed to equip attendees with the key benchmarks to assess and select marketing systems that meet their company’s existing and anticipated needs.


  David Raab, Principal, Raab Associates Inc.

Part IV: Deadly Sins and the Ten Commandments: How to Achieve Best-Practices Database Content and Key Metrics Reporting

A database is only as good as its content, and bad content always costs you money. There is nothing glamorous about creating and maintaining best-practices content. Data audits and other forms of quality assurance are hard work. This session will tell you why all of this, although often overlooked, is so important for database success.


  Jim Wheaton, Co-Founder, Wheaton Group

Part V: Embedded Intelligence: the Next Generation of Analytics

Historically the vast majority of analytic projects have been one-off efforts. The next generation of analytics is being embedded into marketing processes. This creates systems of continuous improvement where the wheel is not reinvented with every analysis.


  Doug Newell, Co-Founder and Managing Director, Calexus Solutions LLC.

Part VI: Integrating Digital Media Data with Your Marketing Database

Social media, mobile, web communities, and other electronic media hold the potential for providing new, high-impact data to improve the ability of our marketing database systems to drive highly targeted CRM and electronic programs. But challenges exist using this data. We will examine how to integrate your social, mobile, web, and CRM marketing efforts into a single Social CRM system.


  Randy Hlavac, Founder, Marketing Synergy