NCDM Conference Kicks Off with Keynote by Disney's Tom Boyles

December 9, 2008 — The National Center for Database Marketing (NCDM) 2008 Conference, co-produced by the Direct Marketing Association (DMA), and DIRECT magazine, yesterday kicked off at the Gaylord Palms Resort in Orlando, Florida. Tom Boyles, senior vice president, global customer managed relationships for the Walt Disney Company, addressed attendees during his luncheon keynote entitled “Understanding the Customer Focused Journey and Where It’s Likely To Go.”

Boyles is responsible for the global customer managed relationships for Disney Theme Parks and Resorts, including five major destinations around the world. His keynote presentation focused on the evolution of the Disney experience. He shared how guest data and strong analytics, enabled by technology and the innovative use of content have helped Disney connect with guests on the emotional pillars of their brand.

“It’s all about data,” according to Boyles who primarily focuses on one of Disney’s major themes — know your guest and be relevant — because, ultimately, it is his job to help design everything with their guests in mind. And, with tens of millions of guest interactions every year, that is no easy feat.

Disney relies on technology to help stay relevant, which to them, means knowing the guest well enough at any point in time or place to know what to do next. However, that is not without its challenges. In this high tech world Disney strives to understand and connect with guests across all channels and points of contact. They employ technology in a variety of ways to collect their data, always with a goal to drive relevance from a guest centric perspective.

In order for Disney to keep their current customer connections so strong, Boyles says their data has to be accurate, or they at least have to know where the inaccuracies are. Furthermore, they must operate in real time, across all the channels they employ. The results and recognition for the Disney brand speak for itself. They have a true emotional connection and relationship with consumers because according to Boyles, “No one owns the guest but someone always owns the moment.”

About NCDM

Co-produced by DIRECT magazine and the Direct Marketing Association, the National Center for Database Marketing (NCDM) Conference is dedicated exclusively to the database marketing industry. NCDM is held once a year and brings marketing and technology decision-makers together to find practical approaches to today’s direct marketing challenges using customer data and technology.

About DIRECT

DIRECT provides strategic and tactical information for direct marketers that is timely, inspirational and on the cutting-edge of innovation. DIRECT’s franchises of print, online, and interactive information products connect today’s direct marketers to the information, resources and suppliers they need to reach their business goals. DIRECT’s award-winning editorial staff delivers detailed coverage on cross-channel integration, ROI/analytics, CRM/database marketing, direct mail, email marketing, search/web marketing, print/production, DRTV/radio, insert media, telemarketing, and legal/regulatory issues.

DIRECT’s franchise of information products includes: DIRECT magazine; www.directmag.com; DIRECT Newsline, DIRECT Listline and Magilla Marketing enewsletters; the online Buyer’s Guide; the National Center for Database Marketing (NCDM) conference; Webinars; E-Special Reports; ListFinder; and original research. DIRECT is part of Penton Media’s Chief Marketer Network, which includes Chief Marketer, PROMO, and Multichannel Merchant.

About Direct Marketing Association (DMA)

The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents more than 3,400 companies from dozens of vertical industries in the US and 48 other nations, including half of the Fortune 100 companies, as well as nonprofit organizations.

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