DMA Seminar 'When Intuition Isn't Enough' Has Predicting Customer Behavior Down to a Science

October 24, 2007 — Steve Cuno isn't afraid of a little controversy. As the instructor of the new Direct Marketing Association (DMA) seminar, “When Intuition Isn’t Enough: The Science of Predicting Customer Behavior,” he teaches a theory that may rub a few the wrong way at first: marketers need to use science to predict consumer behavior — not gut feelings. But Cuno knows this knowledge will lead to marketing success, and he's sticking to his guns.

Cuno, chairman of RESPONSE Prospecting & Loyalty Strategies, Inc. and author of The Fallible Gut: A Marketer’s Guide to Surviving Intuition, will elaborate on his theory during the December 3 and 4, 2007, seminar, which will be held at the DMA Seminar Center, 1120 Avenue of the Americas, 13th floor, New York, NY.

“The book and seminar divide people,” Cuno said. “There are those who truly wish to know what works in marketing, even if it means giving up cherished notions. And there are those who want to be reassured that the earth is flat. This seminar is for the first group.”

The seminar teaches proven techniques and critical thinking skills, so marketers can quit wasting precious dollars on ineffective approaches and produce and improve measurable results instead.

“Testing and observation reveal that much, if not most, of ‘what we've always heard’ works in marketing — doesn't,” continued Cuno. “This seminar explodes marketing myths and sets us on the right path in two ways. One, it explores what applying the Scientific Method to marketing reveals about effectiveness. Two, it explores cognitive science, evolution, biology, neurology, the ‘law of truly large numbers,’ evolutionary psychology, and other sciences, and what they reveal about human behavior in the marketplace.”

Cuno says he can make predicting consumer behavior easy — even for multichannel direct marketers who aren’t scientifically inclined. The seminar will train them to:

· Predict what most customers will do most of the time, using real-world testing

· Apply the single most successful consumer preference test, proved over time with a vast array of products, to their own product research, across all media

· Choose power branding strategies that speak to consumers on a deeper level, based on years of scientific research into human behavior

Additionally, attendees will learn how to apply critical thinking to their research, strategy, branding, targeting, testing, rollout — and testing again — from start to finish by discovering:

· 10 deadly thinking errors to avoid

· 11 rules for reliable predictive research

· Three steps to becoming a “marketing scientist”

· Five rules for a valid marketing experiment

· Seven steps to a winning strategy

· Five tests of brand strength

· How to drill down to the “why” of consumer behavior

· Why focus groups don’t work most of the time

· How to commit to in-depth testing on a budget

· How to test and evaluate marketing methods the way scientists test hypotheses

Participants will receive a workbook that includes techniques, checklists, guidelines, and other methods for improving their company's results.

Bonus number two: Cuno will be giving away copies of his yet-to-be-released book during the DMA seminar. Those who would like to get a feel for Cuno’s revolutionary take on predicting customer behavior can download a DMA exclusive from the Association’s Web site — a PDF of the tome’s first chapter at http://www.the-dma.org/seminars/predictivebehavior/Chapter1-Fallible%20Gut.pdf.

Cost of the December 3-4 seminar is $1,399 for DMA members, and $1,999 for non-members. For more information, or to register, visit www.dmapredictivehbehavior.org.

Attendees who are DMA members can also join the Direct Marketing Agency Council, Analytics Council and/or List & Database Council for 50 percent off the regular annual membership price.

About DMA Education Services

DMA's Seminars and Special Programs present cutting-edge information on all facets of direct marketing. The Association offers more than 25 highly acclaimed seminars, prestigious instructors, certificate programs, and online courses to keep direct marketers current in today’s multichannel environment. For more information, visit www.the-dma.org/seminars.

About DMA Councils

DMA’s special-interest Councils are communities within the Association membership that provide DMA “Counsel from the Councils.” In addition, the 20 Councils identify and serve the needs of its members, who are professionals in specific direct marketing segments and media channels. The Councils also provide opportunities for learning the latest trends and best practices, discussing common interests and challenges, and networking among peers. For more information on DMA Special Interest Councils, please visit www.the-dma.org/councils.

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