NCDM 2008 Conference Brochure

TUESDAY, DECEMBER 9 7:15 a.m. – 8:00 a.m. CONTINENTAL BREAkFAST ➼ INTERACTIVE MARkETING The Application Of Segmentation Models To PPC Search Advertising The value of segmentation modeling has been proven countless times in direct mail and other media. If you are running PPC search campaigns in Google, Yahoo and Microsoft, but not applying best practices in segmentation modeling, you’re missing opportunities and wasting money simultaneously. This session will illustrate the best ways to apply power segmentation models in PPC search to build and operate more highly targeted and effective PPC ad campaigns. You will leave with an understanding of: ➙ Concrete strategies and tasks that will drive increased profitability ➙ The similarities between direct mail and paid search ➙ How to apply blended metric models to paid search and maximize profit Speaker: Kevin Lee, Executive Chairman, Didit 8:00 a.m. – 9:15 a.m. CONCURRENT SESSIONS ➼ ANALYTICS & MODELING Are Your Budgets Shrinking, But Your Goals Increasing? How Multivariate Testing Can Help If declining budgets and higher sales goals are your reality, you’re looking for techniques that will increase response rates and marketing campaign ROI. Without focusing on the statistical side, this session will help marketing professionals demystify the application of multivariate testing. Learn how testing more variables upfront captures performance lift early and reaps the reward. Identify the right time to implement this technique and how to structure a multivariate test. You will: ➙ Define multivariate testing and learn when it is used most effectively ➙ Discover several approaches to using multivariate testing ➙ Identify the pros and cons of using multivariate testing in a soft economy Speaker: Matt Tepper, Director of Strategy and Analytics, Company C ➙ Learn about technology enabling geospatial intelligence, including geo-RSS feed & WMS integration ➙ Discover how this solution can be used to make marketing and sales decisions Speakers: Jennifer Kelly, Database Strategist, Microsoft Corporation Christopher Abraham, Project Manager, IDV Solutions 9:30 a.m. – 10:30 a.m. KEYNOTE PRESENTATION Competing On Analytics Thomas Davenport (see page 3 for details) Author, Competing on Analytics 10:30 a.m. – 6:00 p.m. ExHIBIT HALL OPEN 10:30 a.m. – 11:15 a.m. REFRESHMENT BREAk IN THE ExHIBIT HALL ➼ CUSTOMER DATA INSIGHTS Creative Modeling: Give Your Data A Voice That Will Resonate With Customers In today’s over-communicated society, it’s no longer enough to only know who your customers are, where they live, or other demographic and psychographic data. It’s imperative to construct a bridge from “data to design” and create optimal messaging based on fundamental statistical findings. Learn to take traditional data analytics and combine those with insightful design, powerful imagery, and contextual relevance to increase consumer response. The process of combining known data findings and analytics with image, message, and tonality is known as Creative Modeling. Be able to: ➙ Learn the steps necessary for merging dataanalytics and design for contextual relevance ➙ Distinguish what data is actionable in the development of effective messaging ➙ Look at data differently when they learn how to integrate it into consumer-messaging Speaker: Len Mazur, National Director of Account Planning & Client Strategy, Vertis Communications 11:15 a.m. – 12:30 p.m. CONCURRENT SESSIONS ➼ ANALYTICS & MODELING Challenge08: Which Participant Will Win The Battle to Optimize a Marketing Budget? Come see industry-leading analytic innovators compete to win the battle of how to optimize a marketing budget across different product lines. Contestants will look at product optimization, build statistical solutions to identify the best products to cross-sell, and optimize a marketing budget accordingly. Hear from three companies who will share the techniques they used, including variable construction and modeling methods across two products to achieve success. After six intense months of analytical competition, the winner of the competition will be announced at this session. You will learn to: ➙ Increase profitability by allocating marketing dollars that will have the greatest impact at a customer level ➙ Successfully optimize marketing budgets across different products lines Moderator: Brad Rukstales, President, CAC Group, Inc. Panelists: Panelists to be announced. This session is brought to you by: The DMA Analytics Council ➼ DATABASE MARkETING STRATEGIES Escaping Brand Marketing’s Shadow: The Hunt For Incremental Direct Marketing Sales Many organizations spend millions of dollars in branded media campaigns to drive consumers to purchase their products. Direct marketing often takes the back-seat in a branded media strategy, especially when marketers have to justify direct marketing as a viable acquisition channel. Attendees will learn how to identify key differentiating factors to target and acquire incremental sales and walk-away with effective solutions to measure true marketing performance using innovative test and control methodologies. Hear how LendingTree was able to measure and demonstrate the real impact of their direct marketing programs. Learn how to: ➙ Target cautious consumers less likely to buy products without proactive marketing ➙ Limit marketing spend on consumers who will buy naturally without marketing influence ➙ Maximize marketing ROI by targeting incremental customers Speakers: Sandeep Kharidhi, VP, Analytics and Marketing Strategy, ChoicePoint Precision Marketing Jeff Riesenberg, Director of Database Marketing, LendingTree This session is brought to you by: The DMA Analytics Council ➼ TECHNOLOGY FOR TODAY & TOMORROW Geospatial Intelligence: Simplifying DecisionMaking Through Intuitive Data Display Learn how Microsoft commissioned experts to help them create a solution that would help their marketing force visualize their customer opportunities geographically in an intuitive and easy to use web-interface instead of via spreadsheets and pivots. This enterprise-wise solution supports channel capacity planning, market opportunity identification, market execution planning, and quick insights into customer profiles. The result is a solution that is enables insight into customer data to support marketing intelligence and executions in a truly innovative way. Attendees will: ➙ Experience the benefit of displaying data in a visual application Dive Into NCDM Early! Download your free research study today. www.ncdmevents.com/offer SESSION LEGEND Fundamental Intermediate Advanced Business-to-Business Focused Business-to-Consumer Focused Case Study REGISTER TODAY! • 817-277-7187 • www.ncdm4me.com/savings 11 http://www.ncdmevents.com/offer http://www.ncdm4me.com/savings

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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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