

Saturday, October 13 - Sunday October 14, 2007 - Chicago, IL - Hyatt Regency Chicago, 151 E. Wacker Drive

The following keynote speakers will present important D/IM topics on Sunday, October 14:

Robert Blattberg at the Opening General Session 10/14/07 8:15 a.m.
Sid Liebenson at the Luncheon 10/14/07

Academic Keynote Speaker - Opening General Session

Sunday, 10/14/07 8:15-9:30 a.m.

Why Science is Important in Database Marketing

By identifying common beliefs in database marketing and presenting evidence supporting or refuting these beliefs, Professor Blattberg will demonstrate the importance of science versus mythology in database marketing. For example: How predictable is lifetime value of a customer and what are the implications? Do enhanced relationships with customers cause greater lifetime value? Does the concept of "zero customer defections" make sense and, if not, how should it be modified?

Professor Blattberg will discuss the importance of science and engineering principles in database marketing, and how the academic world can assist practitioners in improving database marketing strategies and tactics.

Professor Blattberg will show how collaboration between practitioners and academics has and can lead to exchanges that benefit both parties. Professor Blattberg will end the presentation by outlining how the academic and practitioner worlds can better linked.

Prof. Robert Blattberg

Showcasing the most prestigious educators presenting award-winning academic research in direct marketing, this event will kick off with a keynote address by Professor Robert C. Blattberg, Director of the Center for Retail Management in the Kellogg Graduate School of Management at Northwestern University, where he also serves as the Chief Analytical Officer of Information Resources. Dr. Blattberg was named the DMEF�s Outstanding Educator of the Year Award in 1990.

Biography:

Author of the book Database Marketing: Theory and Practice (forthcoming Winter 2008)
Author of the book, Sales Promotions: Concepts, Methods and Strategies, from Prentice Hall
Author of the book, Customer Equity, from Harvard Business Press
Editor of the book, The Marketing Information Revolution, from Harvard Business Press
Author of the Category Management Series for FMI
Director of Center for Retail Management at Northwestern University
Consultant to retailers including Kroger, Rite Aid, Winn Dixie, Best Buy, and Sears
Consultant to financial services firms including American Express, Northern Trust, and Bank One
Consultant to manufacturers including Anheuser-Busch, Hallmark, ConAgra, and Iams
Consultant to data suppliers including as Nielsen and NPD
Consultant to consulting firms including A.T. Kearney and Archstone Consulting

Robert C. Blattberg is the Polk Bros. Distinguished Professor of Retailing and Director for the Center for Retail Management in the Kellogg Graduate School of Management at Northwestern University. Prior to accepting this position in 1991 he served as the Charles H. Kellstadt Professor of Marketing and Director of the Center for Marketing Information Technology in the Graduate School of Business at the University of Chicago. Professor Blattberg received a B.A. degree in mathematics from Northwestern University, and M.S. and Ph.D. degrees in Industrial Administration from Carnegie-Mellon University. While at Northwestern and Chicago, Professor Blattberg has taught marketing strategy, marketing management, retailing behavior, and statistics.

Professor Blattberg's primary research is in the areas of marketing information technology, database marketing, sales promotions and retailing. His articles have appeared in the Journal of Marketing Research, Management Science, Marketing Science, Econometrica, Journal of Marketing, Journal of Direct Marketing, and other leading academic journals. His monograph, Assessing and Capturing the Soft Benefits of Scanning, has served as a guidepost for numerous retailers. He has co-authored the book, Sales Promotions (Prentice Hall, 1990), which is widely recognized as the most authoritative publication on promotions and The Marketing Information Revolution, (Harvard Business Press, January 1994). He has completed a five-part set of guides on Category Management, published in 1995-96 by the Food Marketing Institute and translated into Spanish and Japanese. In 2001 he co-authored the book Customer Equity (Harvard Business Press, 2001) and his most recent book is Database Marketing: Theory and Practice (forthcoming Springer 2008).

In addition to his teaching, writing and research responsibilities, Professor Blattberg consults to leading retailers, consumer goods manufacturers and database marketers. His clients have included: Teradata, Anheuser Busch, Sears, PPR (a leading French retailer), Kroger (largest US grocery retailer), Rite Aid, Best Buy, A.T. Kearney, T. Rowe Price, Information Resources, American Express, Bank One and Acosta. Professor Blattberg serves as a Director of First Horizon National Corporation (Memphis), Price Chopper (Schenectady, NY) and Gapbusters (Australia).

Luncheon Presentation - Sunday, 10/14/07 12:00 - 1:45 p.m.

Luncheon Keynote Speaker

Connecting With Today's Consumers: Can Research Keep Up With Reality?

In a world of ad message overload, fragmented audiences, and an exploding number of media options, savvy marketers are still able to form productive connections with their target audiences. How do they succeed? Quite often the secret is research. But in today's fast-changing marketing environment, is research keeping pace with consumer behavior? Increasingly, marketers are challenged with finding relevant research to inform their campaigns.

This presentation will highlight diverse recent cases where marketers effectively engaged their target consumers, and explore how research was applied to drive marketing, media, and creative strategy. Moreover, it will discuss how agencies view academic research -- its value and shortcomings --and how marketers and marketing educators might form better relationships.

Hear success stories that demonstrate today's integrated marketing communications as they incorporate consumer technology for interactive, 1:1 experiences.
Find out how direct marketers generate leads and begin lifetime relationships with new, young, tech savvy audiences.
Benefit from case studies provided by Draftfcb, a leading global agency in direct and interactive marketing worldwide.
Meet keynote speaker, industry leader and veteran Sid Liebenson, who has worked on campaigns for key clients (see below). In addition, he's reviewed campaigns from all over the world as chair of the DMA's International ECHO Awards Committee.
Enjoy the opportunity to network with your peers and colleagues and make valuable connections.

Sid Liebenson, Executive Vice President, Director of Marketing - Draftfcb

Sid Liebenson is Executive Vice President, Director of Marketing for Draftfcb. In this position, he works with all of the agency�s worldwide offices, assisting them with marketing counsel and information.

A direct marketing professional since 1974, Sid was one of the original staff members of Kobs & Brady (the precursor to Draft) when the company opened for business in 1978. He progressed upward through several account service positions at the agency�s Chicago headquarters, working on such clients as Anheuser-Busch, General Mills/Betty Crocker Enterprises, Mayo Clinic, Western Publishing, Amoco, and British Airways. In 1988 he began working with the agency�s international operations, helping to build and strengthen the company�s direct marketing capabilities in offices around the world.

Active in industry organizations, Sid is a past president of the Chicago Association of Direct Marketing and a past chairman of The Direct Marketing Association�s Agency Leaders Group. He has conducted the Basic Direct Marketing course for Northwestern University�s evening division and has been an instructor in the DePaul University Institute of Interactive Marketing�s certificate program. He was the 1998 recipient of the Andi Emerson award in recognition of his contributions to encourage direct marketing creativity on a global basis. From 2004-2006, Sid chaired the DMA International ECHO Awards committee and continues his involvement as an emeritus member. He also serves on the board of directors of the John Caples International Awards as chairman of the International Committee.

Sid oversees the Worldwide Marketing/Resource Services group at Draftfcb, a corporate department that helps leverage the agency�s knowledge and experience across the global network of offices. In addition, he conducts corporate training programs and supervises work on pro bono accounts, including the Direct Marketing Educational Foundation, Chicago Commons, and Little City Foundation.

See the Call for Papers to nominate this year's Outstanding Educator by 6/15/07. The luncheon awards ceremony on 10/14/07 includes the presentation of awards for Best Paper and Best Paper by a PhD Candidate.

Preview our Saturday Case Writers/Reception Link for Saturday's Case Writers' Workshop, the Networking Reception to follow. Plus, Sunday's Luncheon Keynote Sid Liebenson of Draftfcb, and the Outstanding Educator Award.