NCDM 2008 Conference Brochure

MONDAY, DECEMBER 8 7:30 a.m. – 8:00 a.m. “LAY OF THE LAND” ORIENTATION Bring your email issues and question. You’ll leave this workshop with answers. Speakers: Joel E. Book, Director, Emarketing Education, ExactTarget, Inc. Jeanne S. Jennings, Consultant, Email Marketing Strategy, JeanneJennings.com, Inc. ➙ Begin the planning, design and implementation of their own marketing dashboard Speaker: Cheridy Bell, Senior Director of Client Solutions, MarketingNPV 7:30 a.m. – 8:00 a.m. CONTINENTAL BREAkFAST 8:00 a.m. – 9:00 a.m. *NEw* THE CEO INDUSTRY INSIDER PANEL: THE FUTURE OF DATABASE MARkETING ➼ ➼ Media Mix Optimization: Techniques And Best Practices Marketing Mix Optimization (MMO) has been used successfully by thousands of companies to redistribute media spend, identify effective media channels, and even optimize spend based on a variety of budget levels. In this session, you will learn the essentials of MMO - what is it, how it works, what it will tell you. Companies that are considering implementing an MMO strategy will learn what to expect from this technique that will drive improved business performance, better marketing spend, and quantified decision support. Walk away with the ability to build a business case to convince your executive leadership of the importance of these techniques. Speakers: Liza Brings, VP & Director of Data Strategy, The Martin Agency Eamon Boyle, VP & Director of Analytics, The Martin Agency Web Analytics: People, Planning, Process, and Platform During this intensive we will take a broad look at the key elements that make for successful implementation, use, and management of Web analytics platforms. This workshop will put Web analytics into context for small, medium, and large scale businesses that maintain active digital sales and marketing channels. Uncover the 4 main components of successfully utilizing Web analytics within an organization: People, Planning, Process, and Platform. You’ll walk away with the answers to these questions: ➙ Does my company, brand, site really need Web Analytics? ➙ How much does it cost and what can I expect in return? ➙ Okay it’s installed, why is it not working? (Also known as “Lets switch to another platform”) ➙ Who should access the system and who should never have to? ➙ There’s gold in the data, but what does it mean? ➙ What is the future of Web analytics? Speaker: Rocco Albano, Global Solutions - Web Analytics Practice Lead, Avenue A | Razorfish 9:10 a.m. – 11:50 a.m. INTENSIVES ➼ Primer On Database Marketing And Digital Channel Integration For Senior Marketers: Part I & II Join last year’s most attended session! Whether you need a refresher or are just starting out in database marketing, you’ll find traditional and new web 2.0 techniques for creating successful multichannel programs. Part I offers an overview of the five key components of database marketing from the strategic importance of the database to developing and creating a 360-degree view of the customer through internal and third-party data sources. Benefit from advanced analytic techniques, such as: predictive modeling, classification trees, associations, sequences and segmentation schemes. Learn to increase response and purchase rates, reduce churn, reactivate lost customers or acquire new ones. Part II delves into how the Internet and social networking have changed the face of database marketing. Learn to assimilate Web 2.0 tools to develop an integrated multichannel and multi-wave marketing campaign to build and enhance your customer relationships. This section will showcase real-world examples and provide an overview of digital enablers of CRM and many social computing technologies. Speaker: Devyani Sadh, Ph.D., CEO and Founder, Data Square 12:00 p.m. – 1:40 p.m. KEYNOTE LUNCHEON understanding The Customer Focused Journey And where It’s Likely To Go Tom Boyles SVP, Global Customer Managed Relationships, The Walt Disney Company (see page 3 for details) ➼ Online + Offline Data: Managing The Customer Experience By Making The Connection The website collects customer information, preferences and actions. Event managers scan information at trade shows. If successful, the customer ultimately buys either from the website or a channel partner. In the B-to-B world, each of these lead generation activities carries a distinct data set. How do you bring all that disparate data together to inform and enrich the customer’s experience? Sometimes the biggest challenge is not the architecture or technical aspects, but getting the various departments’ buy-in. This intensive will explore how one company built an internal team of web, database marketing and information technology professionals to overcome this hurdle and provide a seamless multichannel customer experience for their B-to-B customers. You’ll walk away with: ➙ A strategy for undertaking a 360-degree project ➙ Tips to engage your company around the project ➙ Do’s and don’ts for managing the group dedicated to the project ➙ Types of models and analytics to use ➙ Metrics for evaluating your success Speakers: Teresa Kushner, Director, Customer Intelligence, Cisco Systems Susan Giffin, Director, Marketing IT, Cisco Systems Michael Metz, Sr. Director, Web Marketing, Cisco Systems 1:50 p.m. – 4:30 p.m. INTENSIVES ➼ Insider Tips for Making Your Email Marketing Efforts More Effective - And More Profitable Are your email marketing efforts as profitable as you’d like them to be? If not, this fast-paced workshop is for you. Using real-world examples of good and bad email marketing, you’ll learn: ➙ Why you need an email marketing strategy and a ten-step process for developing one ➙ The most effective methods for growing your own email list(s) and tactical advice on implementation ➙ How to use email layout, copy and design to improve your email performance without spending a lot of money ➙ Which elements of your email you should – and should not – be testing ➙ Where to find the quantitative metrics you should be paying attention to and how you can use them to guide your future email initiatives ➙ What’s working now in email marketing, and how you can apply it to your own campaigns ➼ The Marketing Dashboard: How To Get More Insight, Foresight, And Accountability From Your Marketing Investments By now, most mid- to large- sized marketing organizations have either developed some sort of marketing dashboard or are on their way to doing so. Yet few have succeeded in engaging users or generating the comprehensive insights they’d hoped to. Why? Is it the wrong metrics? Insufficient insight? Design flaws? Or organizational adoption issues? A good dashboard can align marketing to the company’s financial objectives, diagnose problems, and identify emerging opportunities. But how do you select the right metrics for your dashboard? And how do you account for the economic value of longer-term branding investments? This discussion will provide insight into the planning, design, and implementation of an effective marketing dashboard for both B-to-B and B-2-C organizations. At the end of this session, attendees will: ➙ Understand how a marketing dashboard can impact the bottom line ➙ Gain insight into marketing dashboard best practices 4:30 p.m. – 6:30 p.m. GRAND OPENING RECEPTION IN THE ExHIBIT HALL 10 NCDM 2008 • DECEMBER 8-10 • ORLANDO, FLORIDA http://www.JeanneJennings.com

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NCDM 2008 Conference Brochure Dive into a New Era Keynotes Agenda At-A-Glance Conference Schedule Choose from 5 Buniness Tracks! Special Features Exhibit Hall Monday, December 8 Tuesday, December 9 Wednesday, December 10 Jump In & Register Today! Hotel and Travel Arrangements

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