DMA in San Francisco: Maximize Direct Marketing Success with the Power of List and Database

September 21, 2006 — A good list is one of the most valuable tools a marketer needs to implement a successful marketing plan. After all, to be effective, a campaign must aim at a specific audience that is predisposed to purchasing the products or services being marketed.

From Monday, October 16, through Wednesday, October 18, top direct marketing leaders will gather at DMA06 in San Francisco in a program designed to help marketers use list and database marketing to the greatest effect. DMA06’s List and Database Track is an extensive, multi-tiered program offering an abundance of strategies and tactics to build, leverage, and integrate lists and databases to increase effectiveness and boost response.

Some of the topics discussed at this must-attend, powerhouse track include: how to leverage and use customer and prospect data, renting others’ lists, renting your own list to others, building an effective database, using co-op databases, ascertaining out lifetime value, and integrating data from different channels.

"While DMA always emphasizes relevance and practicality in its programming," Julie Hogan, acting vice president of DMA Conferences and Events and executive producer of DMA06 commented, "the List and Database sessions are the place to discover what's happening in this unique core of direct marketing."

According to Hogan, there is something for everyone at these enormously practical sessions. Whether you are looking for the basic techniques, advanced strategies, or simply some great ideas to boost response, it’s all here at the DMA06 List and Database track.

Monday Sessions

Leveraging Incremental Response Modeling to Minimize Coupon Waste and Profit Loss

Monday, October 16

11:00 a.m. – 12:15 p.m.

Incremental Response Marketing takes traditional response modeling one step further. Attendees will be able to identify and differentiate between the consumer requiring motivation (i.e. coupon and extra communication) in order to respond, and the customer who is likely to respond anyway. This essential information helps marketers reduce costs and improve profit by focusing budgets where they will have the greatest impact.

Moving Beyond Customer-Centric Marketing – What’s Next for Best Buy?

Monday, October 16

11:00 a.m. – 12:15 p.m.

How do companies achieve true customer-centricity? The largest consumer electronics retailer, Best Buy, will be on hand to share its secrets about undergoing an organizational transformation that empowered its marketers to use customer-centric communications that resulted in higher response rates and increased customer loyalty. Don’t miss learning first-hand how Best Buy centralized its marketing efforts to achieve results.

Marketing Performance Management – Leveraging Direct and Media Measurement

Monday, October 16

11:00 a.m. – 12:15 p.m.

This one-of-a-kind session will uncover where the media mix and traditional direct marketing campaign measurement fit within an overall marketing performance management framework.

Attendees will gain a better understanding of data, analytical techniques and applications of media mix modeling, and maximize their understanding of marketing impacts.

A Marriott Vacation Club International Case Study

Monday, October 16

3:00 p.m. – 4:15 p.m.

What better authority to speak about how the combination of discretionary time and discretionary dollars can be leveraged than the Chief Marketing Officer of Marriott Vacation Club International (MVCI)? This session will examine how MVCI marketers merged their existing lifestage view of prospects with new tools in spending power and discovered that brand affinity better matches the profile of its target audience than channel preference. Can you say fun in the sun?

Quit Throwing Money Away! A Citifinancial Mortgage Case Study

Monday, October 16

3:00 p.m. – 4:15 p.m.

Marketers probably have at least $150,000 of unused direct marketing dollars in their budget but just haven’t yet figured out how to locate it. Attendees of this valuable session will walk away with virtual money in hand after learning valuable processes to use that almost always go underutilized. Discover how Citifinancial Mortgage realized tremendous savings with no decrease in the number of leads received.

All Customers Are Not Created Equal

Monday, October 16

3:00 p.m. – 4:15 p.m.

“We Hold These Truths To Be Self Evident…” How do marketers know which customers have the most potential and which ones are worth investing in? Multichannel marketers face many new challenges today, and this session will provide solutions to such complex issues as: quantifying and increasing share of wallet; distinguishing between types of loyalty behaviors; identifying key drivers for maintaining loyalty, and more.

Multivariable Testing: Secrets of Success from Condé Nast Publications and Ameriprise Auto & Home Insurance

Monday, October 16

4:30 p.m. – 5:30 p.m.

In this session, leading marketers will present case studies and share their insights into their successful direct mail, e-mail, and Internet tests. Attendees will learn how multivariable testing works and why it is so much more powerful than traditional A/B tests along with some secret and pitfalls of testing success.

How Segmentation Dramatically Increased Time Warner Cable’s Direct Mail ROI

Monday, October 16

4:30 p.m. – 5:30 p.m.

Marketers can learn how to optimize the relevance and effectiveness of direct mail pieces by using segmentation and demographics. Time Warner Cable – Charlotte increased response rates by 107 percent and experienced a nearly 20 percent increase in sales close rate for its digital telephone service and attendees can learn how to apply the same practical methods to achieve similar results.

Best Practices Multichannel Programs That Deliver Success

Monday, October 16

4:30 p.m. – 5:30 p.m.

Multichannel Programs, when leveraged correctly, not only cut marketing costs but can increase both response and conversion rates. This session will cover the four levels of multichannel marketing, explain how to utilize advanced test and control techniques to drive highly customized communications, and review how companies can integrate various marketing tools to execute best practices multichannel marketing programs.

Tuesday Sessions

The Secrets of Test Design Strategies: A “How-To” For Direct Marketers

Tuesday, October 17

8:30 a.m. – 9:30 a.m.

Packed with tips on how to get the most out of testing programs, this presentation is for anyone who wants to learn how to test smarter and maximize the testing ROI. This session will demonstrate the correct way to evaluate testing results by running best and worst case profit scenarios and expose various secrets for developing, executing, and analyzing testing programs to make effective marketing decisions.

Nine Deadly Mistakes In Database Marketing

Tuesday, October 17

8:30 a.m. – 9:30 a.m.

Some challenges are unexpected and some can be anticipated. Managing the challenges that be expected puts the company ahead of the game and can help save millions of dollars. This information-packed session will uncover nine common mistakes that can be avoided when using database marketing, and reveal five specific things that can be done to improve profits immediately.

Extreme Integrated Marketing Case Study

Tuesday, October 17

8:30 a.m. – 9:30 a.m.

In order to be competitive in today’s marketplace one must learn to integrate marketing tools to create the most effective campaign. Microsoft did exactly that with their groundbreaking “People Ready” campaign that blurred the line between “traditional” and “direct” marketing. Participants will leave with a full understanding of the relationship between “above the line” and “below the line” media and how to combine them to create an accountable, integrated marketing plan.

Strategies for Segmenting the Mature Market

Tuesday, October 17

11:15 p.m. – 12:15 p.m.

With the Boomers and the Seniors making up a large percentage of wealth and discretionary income in the US, marketers will do well to understand how to apply segmentation strategies to this mature category. This valuable session will focus on the methodology of developing and integrating clear-cut segmentation schemes for improved ROI. Also discussed will be the mature data profile, which classifies the mature market into 24 distinct segments for more precise targeting.

B-TO-I: What Is It, Why It Matters, and How to Approach It

Tuesday, October 17

11:15 p.m. – 12:15 p.m.

Marketers often misunderstand the institutions market and therefore are unable to take the best advantage of the opportunities it presents. With education, healthcare, religion, and local government making up close to 24 percent of the GDP, it will be worthwhile to learn what makes this market different and how to capitalize on those differences.

The Top 15 Data Problems That Plague B-to-B Marketers and How to Fix Them

Tuesday, October 17

11:15 p.m. – 12:15 p.m.

Chock full of practical tips to solve the top problems that business marketers face, this session is all about solutions. Participants will first explore the most common problems with B-to-B data and then top practitioners will be on hand to offer a variety of options for how to conquer them.

Enhancing Your ROI: Modeling Secrets

Tuesday, October 17

2:45 a.m. – 4:00 p.m.

Leveraging the customer base by developing a successful modeling program will be the focus of this fundamental session. What is working, how to avoid what doesn’t work, and generate revenue through new profit sources will be only some of the priceless tips this presentation offers. Industry veterans will be on hand to discuss their modeling success stories as well.

Data Quality Report – Are You Doing As Good As You Think You Are?

Tuesday, October 17

2:45 a.m. – 4:00 p.m.

How can data quality improvements impact sales and marketing performance? How well is the US doing at increasing data quality? What are the industry benchmarks? What can be done to improve customer and prospect data quality? Participants at this very practical session will get answers to those pressing queries and more as they learn how to assess benchmarks from across key metrics in marketing data

Targeting Practice: How Top Retailers Are Using Databases Today

Tuesday, October 17

2:45 a.m. – 4:00 p.m.

This session, presented by the country’s top targeting company, will present beneficial techniques to assess the marketing value of a database, how to use this information most efficiently with today’s most sophisticated targeting and analytics. Trends in retailer applications of loyalty databases, and tools to translate data into profit generating actions will be presented.

Wednesday Sessions

The Next Big Thing: Why You Need a Database for Prospecting and How to Get One

Wednesday, October 18

9:00 a.m. – 10:00 a.m.

Marketers are always looking for ways to streamline processes and use resources more efficiently. It can be enormously time consuming and expensive to cull data from numerous sources. This is must-attend session for those who wish to make the process of refining targets and generating new customers cheaper, faster and more effective.

The Wiki Effect: How to Leverage Collective Intelligence to Increase Sales

Wednesday, October 18

9:00 a.m. – 10:00 a.m.

The Internet provides infinite opportunities for direct marketers to identify potential prospects by collaborating and sharing information via online communities like Craig’s List, MySpace, and Wikipedia. Examine how the Wiki concept is being applied to speed marketing and sales, and discover how to tap into these tremendous resources of accurate customer data at this mind opening session.

From 0 – 60 – The Design and Development of Medialive’s B-to-B Marketing Database

Wednesday, October 18

9:00 a.m. – 10:00 a.m.

Packed with information on building a B-to-B database, this session will address the most common obstacles marketers face and how to avoid them. Attendees will learn the truth about B-to-B data, what it’s like to work with multiple vendors, and how to get a marketing database up and running and working in overdrive.

New Movers Programs – A Cost Effective Way to Grow Market Share and Revenue

Wednesday, October 18

11:30 a.m. – 12:30 p.m.

This session will present winning strategies to tap into the 22 million household strong market of movers each year. Learn how to create significant new customer acquisition opportunities, how to be “first in home” and how to leverage data, analytics and automation to cost effectively acquire new movers.

Managing Data for a Multichannel World

Wednesday, October 18

11:30 a.m. – 12:30 p.m.

In order to make effective multichannel marketing decisions, marketers need practical ways to collect, organize, structure, and analyze their increasingly complex intermixtures of data. An industry leader will discuss how she created a unified marketing database that supported her company’s move into direct to consumer marketing and drove sales through multiple channels.

Multivariate Testing For Success

Wednesday, October 18

11:30 a.m. – 12:30 p.m.

This informative hour will be spent discussing how a multivariate testing model can help improve user interface, optimize results for greater revenue, and maximize conversion. Participants will learn how to run more 20 tests simultaneously to gather data on over 2,000 user experiences and how the utilization of cross-sell and up-sell technologies maximize conversion.

Additional Information

DMA06, the largest gathering of direct marketing professionals, is DMA’s annual conference and exhibition. DMA06 will featuring more than 100 educational sessions and its exhibit hall will feature more than 500 exhibiting companies. For more information on DMA06 and to register, please visit www.dma06.org.

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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