DMA06 in San Francisco: DMA Unveils Revamped, Information-Packed Analytics/Research Track

August 30, 2006 — It’s no secret that today’s CEOs demand tangible, quantifiable results from their marketing investments. And savvy marketers know that achieving success in an ever-changing business environment requires that they deliver reliable measurement, accountability, and ROI.

Recognizing the importance of these crucial challenges, the Direct Marketing Association (DMA) has thoroughly revamped and updated its “Planning Research” track — and at the upcoming DMA06, DMA will proudly unveil the initiative under its new name, the “Analytics/Research” track. Professionals who want to be in the know will be sure to take advantage of this exciting educational opportunity.

“In this ever-evolving multichannel environment, it is important for the DMA conferences to remain current,” said Julie Hogan, DMA’s acting vice president of Conferences and Events and executive producer of DMA06, “and updating the Planning Research track is just one way the DMA keeps its sessions relevant and practical to its attendees.”

DMA will present the revamped Analytics/Research track at DMA06, which will be held at Moscone Convention Center in San Francisco. Analytics/Research track sessions will be held throughout the day from Monday, October 16 through Wednesday, October 18.

DMA06’s Analytics/Research track will present the following powerful sessions spanning the spectrum of issues that affect ROI and marketing success:

For Additional Information

To register or for additional information about DMA06 in San Francisco this October 14 – 19 visit www.dma06.org or call 800.293.7279.

Monday Sessions

CH-CH-CH-CHANGES: CRITICAL DELVELOPMENTS IN PRIVACY AND DATA SECURITY LEGISLATION

Monday, October 16

11:00 a.m. – 12:15 p.m.

Developments in the new privacy and data security legislation will have a critical impact on the way direct marketers collect and store customer data. This panel will provide an overview of current and potential rules on the data security landscape and how changes in new legislation will impact business operations. Key elements for developing and implements an “Incident Response Plan” and how to stay on the right side of the regulation will be discussed.

STATISTICAL MODELING FOR CUSTOMER ACQUISITION, CROSS-SELL, AND RETENTION: A HOLISTIC APPROACH TO DRIVING CUSTOMER LIFECYCLE MANAGEMENT

Monday, October 16

11:00 a.m. – 12:15 p.m.

In recent years, statistical modeling for marketing initiatives has exploded and Customer Lifecycle Management seems to have gotten lost in the “big picture”. This session will demonstrate how statistical modeling can be used as a foundation to optimize key aspects of the CLM: acquisition, cross-sell, and retention. Explored will be the case study of how a world-class telecommunications company recently implemented these concepts in a framework to manage their CLM initiatives.

THE TEN LEGAL DIRECT MARKETING MISTAKES MOST COMMONLY MADE IN THE EU AND HOW TO AVOID THEM

Monday, October 16

3:00 p.m. – 4:15 p.m.

This session will present some of the most experienced legal and data protection experts from Europe on how to avoid the most common mistakes made by new marketers entering the European market. Promotion law, privacy, advertising, security, and data protection will all be explored and how to find help/advice/information quickly and effectively in Europe will be provided.

THE GENETIC JACKKNIFE METHOD: 3-IN-1 TOOL FOR VARIABLE SELECTION, DATA MINING, AND MODEL BUILDING

Monday, October 16

3:00 p.m. – 4:15 p.m.

In addition to the trinity of traditional analytical techniques – variable selection, data mining, and model building – a new “jack knife” method will be introduced at this dynamic session. The jackknife GenIQ method is inspired by Darwin’s Principle of Survival of the fittest and is an evolutionary advance in data mining methodology that offers exceptional predictions with minimal error variance.

WHAT NUMBERS SHOULD I BE LOOKING AT ON MONDAY MORNINGS?

Monday, October 16

4:30 p.m. – 5:30 p.m.

An experienced panel of multichannel merchants will present and explain the metrics they review each Monday morning to manage their businesses, alert them to changes in their industries, and to spot trends before the competition does. They’ll demonstrate how they navigate a large volume of available data to focus on those metrics that are meaningful and actionable.

ANALYTICAL ROADMAP – THE MARKETER’S MAP TO IMPROVED ROI

Monday, October 16

4:30 p.m. – 5:30 p.m.

This session introduces the Analytical Roadmap in terms that are easy to understand and execute. It will explore when to use analytics, how to get started and which tools are appropriate for a variety of marketing challenges. Bridging the gap between traditional direct marketing and database marketing will also be addressed.

Tuesday Sessions

UNDERSTANDING THE ROLE YOUR RETAIL LOCATIONS PLAY IN YOUR DIRECT MARKETING CAMPAIGNS

Tuesday, October 17

8:30 a.m. – 9:30 a.m.

This dynamic session will focus on ways to best utilize the retail chain as a more effective part of the marketing mix. New strategies for leveraging site analytics to tap into marketing potential and improve sales forecasting, leading-edge solutions to measure cross-channel cannibalization to improve ROI and how to measure multichannel effectiveness to improve recovery will all be explored.

ENOUGH HYPE – WHAT IS THE REAL US HISPANIC MARKET OPPORTUNITY

Tuesday, October 17

8:30 a.m. – 9:30 a.m.

There are many issues raised when marketing to US Hispanics, but the reality is that many are not important and can easily be dealt with. This lively, interactive session will outline 5 areas of concentration that will streamline US Hispanic initiatives and bring a fresh perspective for those working with US Hispanic markets.

BOOMERS & MORE – MASTERING THE 50+ MARKETPLACE

Tuesday, October 17

11:15 a.m. – 12:15 p.m.

Today’s 50+ers actually encompass three vibrant segments that possess over half the country’s disposable income and three quarters of its assets. National mature market expert Kurt Media will present the basics of today’s 50+ marketing secrets and then share examples of both good and bad 50+ promotional work and leave attendees with ideas they can put to work.

HEAD TO HEAD: TOP ANALYSTS PIT THEIR MODELS AGAINST EACH OTHER AND YOU WIN.

Tuesday, October 17

11:15 a.m. – 12:15 p.m.

The industry’s leading analytic suppliers will compete against each other to build a statistical model based on a data set provided to become this year’s champion. The results of the modeling challenge will be shared, and the winners will be announced at the session. Each winner will share the techniques they uses, including variable construction, variable selection, exploratory analysis and modeling techniques.

HOW DOES A $500K TEST BUDGET GARNER $8 MILLION DOLLARS WORTH OF LEARNING?

Tuesday, October 17

2:45 p.m. – 4:00 p.m.

Pfizer and Wunderman partnered to develop a highly successful, cost-effective acquisition test campaign and will share with attendees the secret to their success: use some of the most cutting-edge data test strategies now available to online marketers. While direct mail versioning has major testing limitations, the online space provided the ideal environment for developing and truly optimizing data-driven marketing strategies.

HOW TO MAXIMIZE YOUR CATALOG’S MULTICHANNEL SALES & PROFITS

Tuesday, October 17

2:45 p.m. – 4:00 p.m.

Catalogers are facing increased costs and an increased demand for profitability. They need to make sure they are using and correctly evaluating all the multichannel options available to them. Experts from B-to-B and consumer catalogs will present some of the marketing techniques and strategies being used successfully to increase sales, offset costs, and maximize the profitability of the catalog.

Wednesday Sessions

LEVERAGING THE POWER OF RESEARCH VIA INTEGRATION WITH CUSTOMER ANALYTICS

Wednesday, October 18

9:00 a.m. – 10:00 a.m.

Find out why the whole is greater than the sum of its parts when it comes to combining research with customer data and analytics in this break out session. Millions of dollars are spent each year on research yet much of this investment does not realize its full potential. Specific methodologies and analytic techniques will be explored that can help marketers harness the true power of their research investments.

DIRECT MARKETING METRICS IN A MULTICHANNEL WORLD: WHAT TO TRACK AND WHY

Wednesday, October 18

9:00 a.m. – 10:00 a.m.

In a multichannel world, two basic tenets of modern direct marketing – tracking and measuring – are rendered increasingly complex. Attendees of this information packed session will learn how to build an integrated reporting and testing system for quantifying and evaluating the results of their multichannel efforts.

THE CELEBRATED MATCHBACK: WHY YOU SHOULD BE DOING IT.

Wednesday, October 18

11:30 a.m. – 12:30 p.m.

With the advent of the Web and the increase in multichannel marketing, understanding where the orders and customers are coming from has become harder to learn and yet more critical to know than ever. Matchbacks provide the connection between marketing dollars and marketing results. This session will present tips and lessons on how to perform matchbacks and how to use the results to improve marketing ROI.

DMA 4^TH ANNUAL BUSINESS REVIEW – 2007 ECONOMIC FORECAST AND MORE

Wednesday, October 18

11:30 a.m. – 12:30 p.m.

“Follow the money” at DMA’s 4^th Annual Business Review led by DMA’s senior economist, Dr. Peter Johnson. This session will help numbers-savvy marketers (and even the not-so-numbers-savvy) grow business by putting DMA research to work. As a special feature this year, DMA will debut its completely revised and updated Economic Impact Forecast for 2007.

For Additional Information

To register or for additional information about DMA06 in San Francisco this October 14 – 19 visit www.dma06.org or call 800.293.7279.

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