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The Walt Disney Company and Tom Boyles Invite You To Be Their Guest at Today's 2008 NCDM Keynote
Orlando, FL, December 8, 2008 — The National Center for Database Marketing (NCDM) 2008 Conference, co-produced by the Direct Marketing Association (DMA), and DIRECT magazine, today kicked off at the Gaylord Palms Resort in Orlando, Florida. This afternoon, Tom Boyles, senior vice president, global customer managed relationships for the Walt Disney Company will address 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
“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.”
Co-produced by DIRECT magazine and the Direct Marketing Association, the
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
In 2008, marketers — commercial and nonprofit — will spend $176.9 billion on direct marketing, which accounts for 52.1 percent of all ad expenditures in the
The Power of Direct: Relevance. Responsibility. Results.
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