NCDM 2006 Evaluates Data from 360 Degrees; Conference Set for Dec. 12-13 in Orlando

December 6, 2006 — In today’s complex business environment, marketers must examine their data from all angles in order to realize its full value. This includes the ability to access, integrate, append, mine and protect data from every perspective. When fully realized, data can be leveraged to customize marketing programs, target the most viable customers and ultimately increase ROI.

On Tuesday, December 12 and Wednesday, December 13, experts in data analysis, mining, and leveraging will gather at NCDM 2006 in Orlando in a program designed to equip marketers with a surplus of strategies and tactics to build, leverage and/or integrate data to increase effectiveness and boost response.

Some of the topics discussed at this must-attend, powerhouse track will be: new data transmission methods, overlay and geo-demographics, alternate data sources, and pressing data issues.

NCDM’s Data 360° track will present the following sessions:

Tuesday Sessions

Database Appending for B-to-B: A Competitive Comparison

Tuesday, December 12

8:00 a.m. – 9:15 a.m.

Marketers who question the value of appending third-party data with their house files will benefit tremendously from this no-holds-barred session. Discussed will be the key elements that can be appended, sources to utilize and how to structure a comparative test. In addition, participants can see what their files might look like after appending firmographic data.

Segment Management: What it takes to Become Truly Customer-centric

Tuesday, December 12

11:15 a.m. – 12:30 p.m.

For those marketers looking to move from a traditional product management system to a segment management system that focuses on the specific needs of different customer segments, this is the session for you! Participants will be given an overview of the segmentation process with an emphasis on segments that require different marketing treatments, the essential tools required to develop a customized customer contact system and recommendations on how to allocate funds to optimize discretionary marketing expenditures.

The Challenges of Compiled Files in Today’s Environment

Tuesday, December 12

2:00 p.m. – 3:15 p.m.

This session will include three top data compilers presenting solutions to the most common compiled file challenges faced in today’s competitive market. A must-attend session for those marketers looking to solve the problems of privacy, new sources, disappearing sources, household data, geo-data, segmentation, and behavioral data.

Attitude – Affluence = Aspiration: Targeting the Most Viable and Valuable Prospects

Tuesday, December 12

3:30 p.m. – 4:45 p.m.

Who can afford my product today and what is this individual’s lifetime value? Which of my current customers have the ability to trade up? How can we differentiate prospects who love the brand and also have buying power? Marketers can find out how a luxury automaker leveraged new spending data and targeting tools to answer those questions and target more effectively!

Wednesday Sessions

Discover the Untapped Value in Your Customer Data

Wednesday, December 13

8:00 a.m. – 9:15 a.m.

Participants will get to see how their customer data foundation measures up against the case- study on building a data infrastructure for FedEx. They’ll learn the steps to take to enable reporting, analytics and direct marketing, and how a Web-based analytical front-end allows marketing to do deeper and more valuable analysis.

Lo-GIS-tical Measures: The Secret Weapon in Direct Marketing

Wednesday, December 13

11:15a.m. – 12:30 p.m.

When lifestyle segmentation, distance decay, demographics and advanced multivariate analyses are combined, very significant advancements in productivity can be made. Marketers can further enhance their market testing and retention strategies and learn how this data can predict consumer behavior and reveal latent trends.

Is All Data Created Equal? BI for All Data

Wednesday, December 13

1:45 p.m. – 3:00 p.m.

This session will reveal how traditional business intelligence techniques, together with newer methodologies such as text-mining and data-mining can be applied to all data with optimal results. Participants will learn to uncover important veins of information just waiting to be mined in blogs, RSS feeds, online catalogs and comment fields in existing databases, and apply the value of building analytics of narrative data.

Data Mining in Customer-centric Environments

Wednesday, December 13

3:15 p.m. – 4:30 p.m.

When a major financial services company developed an integrated customer interaction environment by using data mining, the result was a real-time recommendation engine that delivered the “right products and services” to the “right customers” at the “right time.” This session is custom-built for marketers looking to understand the logic and design of a high volume, state-of-the-art customer information environment that uses business intelligence and analytics technology.

For NCDM Information

For more information on the NCDM 2006 conference and to register, please visit www.ncdmevents.com,

For other media inquiries, please contact Laura Colona at Lcolona@the-dma.org or 212.790.1532.

About NCDM

Co-presented 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 is the authoritative resource for direct marketing professionals. DIRECT delivers detailed coverage of every aspect of successful direct marketing, including: direct mail; customer relationship management; telemarketing; online marketing; and emerging technology. DIRECT puts breaking developments into meaningful, actionable terms marketers can use to build successful campaigns. DIRECT’s franchise of products includes: DIRECT magazine; the e-newsletters DIRECT Newsline, DIRECT Listline, and Chief Marketer; the NCDM conferences (co-owned with DMA); www.directmag.com; and much more. DIRECT is a Prism Business Media product.

About 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 industry 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 entire direct marketing process. DMA delivers "Five Pillars" of member services: Advocacy, Branding, Education and Competency Building, Networking, and Research and Market Intelligence. Founded in 1917, DMA today represents more than 3,600 companies from dozens of vertical industries in the US and 50 other nations, including a majority of the Fortune 100 companies, as well as nonprofit organizations.

In 2005, companies spent an estimated $161 billion on direct marketing in the United States. Measured against total US sales, these advertising expenditures generated an estimated $1.85 trillion in increased sales in 2005, or 7 percent of the $26 trillion in total sales in the US economy (which includes intermediate sales). All together, direct marketing accounted for 10.3 percent of total US GDP in 2005.

The Power of Direct: Relevance. Responsibility. Results.

# # #