NCDM 2008 Conference Brochure

TUESDAY, DECEMBER 9 ➼ DATABASE MARkETING STRATEGIES KPIs - Knowledge Is Power: Application Is Key Staying ahead of the competition requires marketers to be in command of their strategy formulation and execution. Even more critical is measuring the impact of the execution. Key Performance Indicators (KPIs) are the measurement of your success. Everyone is talking about them. But how do you use them to improve the success of your organization? Should you “wait and see” or take action? This session will show you examples of how organizations can bring their KPIs from “numbers on a page” to actionable or nonactionable insights. You will learn: ➙ When more analysis is appropriate and when it is time to make changes ➙ To better identify when the right action is “just wait and see” ➙ Insight on the appropriateness and actionability of your KPIs Speaker: Lisa Rea, Director, Strategic Consulting & Analytics, KnowledgeBase Marketing This session is brought to you by: The DMA Analytics Council campaigns to reach customers with messages that retain relevancy during difficult economic times. Learn to: ➙ Defend your marketing budget during tough economic times ➙ Retain customers and even expand your business despite a contracting economy ➙ Re-evaluate your media mix for maximum efficiency Speaker: Di Cullen, Vice President & Managing Director, Direct Antidote ➼ TECHNOLOGY FOR TODAY & TOMORROW Web Analytics Solutions Showdown: How Do You Measure Customer Engagement? Take a spin in the world of analytics and expand your horizons. Top tier web analytic companies will battle to define customer engagement: “What is online engagement? How can it be measured? and How can you tell when engagement is weakening?” This showdown will allow you to see three different perspectives as ‘Customer Engagement’ is measured in various ways depending upon the company and product. Join the excitement! There is no right or wrong approach to measurement, only the best and most efficient methods will prevail in this showdown. Be here to examine each panelist’s methods, metrics, website initiatives and successful campaigns. Moderator: Jim Novo, President, The Drilling Down Project Panelist: Gail Ennis, Senior Vice President, Marketing, Omniture John Squire, Chief Strategy Officer, Coremetrics Jon Gibson, ClickTracks Product Manager, Lyris Inc. This session is brought to you by: The DMA Marketing Technology Council 1:30 p.m. - 2:00 p.m. DESSERT IN THE ExHIBIT HALL 2:15 p.m. - 3:30 p.m. CONCURRENT SESSIONS ➼ INTERACTIVE MARkETING How Today’s Marketing Leaders Use Databases To Support Interactive Marketing Today’s interactive marketing programs spawn a tremendous amount of raw data, some usable, but most are just noise. Hear companies share how they leveraged clickstream data, search engine queries and keyword data. Delve into the best practices of email marketing and their response data, and learn how key performance indicators can help you measure marketing effectiveness and ensure customer-centricity. You will: ➙ Hear examples of how to leverage interactive marketing data in the customer databases ➙ Cut through the clutter and decide what data points are important to retain ➙ Learn how interactive data is used before and after the campaign Moderator: Roy Wollen, Managing Consultant, Database Insight, Incorporated Panelists: Won Yang, Interactive Marketing Manager, Home and Home Office Store Division of Hewlett-Packard Shera Shrago, Sr Manager Interactive Marketing, Footsmart.com ➼ ANALYTICS & MODELING Adding Structure To Your Models - Hierarchical Bayesian Methods Much of the data about customers and businesses contains hierarchical structures that are important to understanding and predicting customer behavior. Yet, many traditional analytical techniques cannot accommodate such structures and require analysts to ignore or flatten data. Hierarchical Bayesian (HB) analysis is a practical and elegant solution to many edatabase marketing problems. You will learn to rethink many common modeling problems and attack them with solutions. While the theoretical concepts of HB will be discussed, the focus will be on practical applications of this powerful technology. Learn how to: ➙ Identify hierarchies and to use these structures in modeling ➙ Use practical how-to methods, illustrated by real-world examples ➙ Apply this technique to drive highly tailored, effective marketing programs Speaker: Hongjie Wang, VP Customer Analytics, Fulcrum Analytics This session is brought to you by: The DMA Analytics Council 12:30 p.m. - 1:30 p.m. LUNCHEON & NCDM DATABASE ExCELLENCE AWARDS CEREMONY Honoring organizations that have demonstrated ingenuity and creativity in leveraging their marketing databases, delivering superior products and achieving dramatic results. Join us for the unveiling of the NCDM Database Excellence Award winners during the luncheon presentation, hosted by comedian, magician, and Master of Ceremonies Chris Blackmore. See page 6 for details. ➼ CUSTOMER DATA INSIGHTS Recession Proof Your Direct Marketing Plan During an economic slowdown, the finance department will tell you to stop marketing. But at what cost? This is no time for conservatism, cutbacks or fire sales. Instead, step up your marketing! This session will teach you to retain and gain customers despite the economy. You will learn to adapt direct mail, interactive and TV-print-radio ➼ DATABASE MARkETING STRATEGIES Understanding Both Organization And Individual Behavior: Developing Multi-Level Analysis To Drive B-to-B Marketing Many B-to-B database marketers analyze behavior at the firm level. However, organizations are combinations of individuals and to understand the client experience, B-to-B marketers need to understand the behavior of employees and how it influences the organization. Schwab Institutional recently built a new marketing database which focuses on SESSION LEGEND Fundamental Intermediate Advanced Business-to-Business Focused Business-to-Consumer Focused Case Study 12 NCDM 2008 • DECEMBER 8-10 • ORLANDO, FLORIDA http://www.Footsmart.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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