Direct / Interactive Marketing Research Summit

• Title of Presentation
• Author Name
• Sequence in Agenda

Onsite Program Book - This book contains the meeting agenda, handouts that were included in the book, and abstracts of the presentations.

Authors who contributed to the Summit: Do you want to:

• see your presentation here?
• change/update your posting?
• address other questions, comments, concerns re this page?
• share your (subject to pre-screening, copyright laws, etc.) additional powerpoint presentations and handout materials?

If so, send us an email: dmefupdate@the-dma.org .

Onsite Program Book - For titles without links, visit the Onsite Program Book link. This PDF file contains brief abstracts of the presentations and the handouts that were included in the onsite program book.

• A Study of Online Word of Mouth and Firm Performance
• Adding Bricks to Clicks: The Effects of Store Openings on Sales Through Direct Channels
• An Empirical Analysis of Product Returns in Direct Marketing
• An Integrated Approach to Interactive Advertising and News Design Pedagogy Using Informed Design and Research-Informed Development Models
• Assessing the Effect of Direct Marketing on the Strength of the Customer Relationship: A Hidden Markov Modeling Approach
• Balancing Online and Offline Direct Channels in Business-to-Business
• Best Practices and New Perspectives: How to Teach the Creative Aspects of Direct / Interactive Marketing
  • Handout
• Case Writers' Workshop
• Client Based Experiential Learning in Capstone Classes
• Creative Strategy in Direct / Interactive Marketing and Integrated Marketing Communications Instruction
  • Handout
• Customer Lifetime Value (CLV): No One Said it Would be Easy
• Developing an Interdisciplinary Master's Degree Program in IMC: A Competency Approach
• Direct / Interactive Marketing in IMC Education: Marketing vs. Mass Communication Approaches
• Direct Marketing Essentials: The Importance of Teaching Segmentation, The Gains Table, Lift Charts and the Gini Coefficient
• From Interactive to Immersive: Marketing Education Takes a Virtual Leap of Faith
• Getting Back On-Message: IMC Courses Need More Emphasis on Direct / Interactive Marketing
• Google Challenge Competition Roundtable
• How Does an Obligation to Collect Sales Tax Affect Consumer and Firm Behavior?
• How Much Does a Good Product Rating Help a Bad Product? Modeling the Dynamics of Online Product Ratings and Their Effects on Sales
• "I'm Here, But Maybe Not for Long": Using Complaints to Predict and Value Customers
• Integrating the Collegiate ECHO in Direct / Interactive Marketing Courses: Undergraduate and Graduate Perspectives
• Integrating the Interactive & Direct Marketing (IDM) Lab into Direct Marketing Courses
• LTV and Customer Equity Competition Roundtable Lifetime Value in a Non-contractual Setting with Markov Models
• Managing Data Quality and Time-Span Coverage for CRM - Cost/Benefit Tradeoffs
  
• Modeling Lifetime Value in a Non-contractual Setting with Markov Models
• Modeling Social Media Use: Bridging the Communication Gap in Higher Education
• Modeling the Evolution of Customers' Service Portfolios
• Privacy Orientation: An Empirical Study of Firms' Information Privacy Behaviors
• Real-Time Evaluation of Email Campaign Performance
• Student Perceptions of Direct / Interactive Marketing
• Student Satisfaction with Collegiate American Marketing Association Membership and Exposure to Interactive Integrated Marketing Communication Tactics
• Teaching Direct / Interactive Marketing Online
• Teaching Introduction to Direct Marketing: Three Different Views
• Teaching Privacy in an IMC World
• Teaching Quantitative Skills to Direct/Database Marketing Students: Opportunities and Challenges
• The Great Case Debate: Comprehensive Experiential Learning in an Undergraduate Marketing Capstone Course
• The Interactive E-folio: A Marketing Tool for Graduating Business Students?
• Trends and Lessons from the Google Online Marketing Challenge - KEYNOTE
• Understanding the Effective Use of Color in Direct Marketing Communications
• Upgrading to Web 2.0:An Experiential Project to Build a Direct Marketing Wiki - BEST PAPER, EDUCATION TRACK
• Using Simulations to Retain Direct Marketing Concepts
• Web 2.0 Opportunities and Challenges for Direct Marketing Educators

Onsite Program Book - For authors not listed below, visit the Onsite Program Book link. This PDF file contains brief abstracts of the presentations and the handouts that were included in the onsite program book.

• Allan, David, Saint Joseph's University
  From Interactive to Immersive: Marketing Education Takes a Virtual Leap of Faith
• Anderson, Eric, Northwestern University
  How Does an Obligation to Collect Sales Tax Affect Consumer and Firm Behavior?
  
• Avery, Jill, Simmons College
  Adding Bricks to Clicks: The Effects of Store Openings on Sales Through Direct Channels
• Berger, Paul D., Bentley College
  Managing Data Quality and Time-Span Coverage for CRM - Cost/Benefit Tradeoffs
• Bonfrer, Andre, Singapore Management University
  Real-Time Evaluation of Email Campaign Performance
• Bradlow, Eric T., University of Pennsylvania
  Modeling the Evolution of Customers' Service Portfolios
• Caravella, Mary, University of Connecticut
  Adding Bricks to Clicks: The Effects of Store Openings on Sales Through Direct Channels
• Dahl, Darren, University of British Columbia
  Understanding the Effective Use of Color in Direct Marketing Communications
  
• Damron-Martinez, Datha, Truman State University
  The Interactive E-folio: A Marketing Tool for Graduating Business Students?
• Deighton, John, Harvard University
  Adding Bricks to Clicks: The Effects of Store Openings on Sales Through Direct Channels
• Dreze, Xavier, University of Pennsylvania
  Real-Time Evaluation of Email Campaign Performance
• Edwards, Elizabeth A, Eastern Michigan University
  Developing an Interdisciplinary Master's Degree Program in IMC: A Competency Approach
• Even, Adir, Ben Gurion University of the Negev
  Managing Data Quality and Time-Span Coverage for CRM - Cost/Benefit Tradeoffs
• Fader, Peter S., University of Pennsylvania
  Modeling the Evolution of Customers' Service Portfolios
• Fong, Nathan, Massachusetts Institute of Technology
  How Does an Obligation to Collect Sales Tax Affect Consumer and Firm Behavior?
• Foster Davis, Judy, Eastern Michigan University
  Developing an Interdisciplinary Master's Degree Program in IMC: A Competency Approach
• Gopinath, Shyam, Northwestern University
  A Study of Online Word of Mouth and Firm Performance
• Griffin, W. Glenn, Southern Methodist University
  Best Practices and New Perspectives: How to Teach the Creative Aspects of Direct/Interactive Marketing [Handout]
• Hanley, Michael, Ball State University
  An Integrated Approach to Interactive Advertising and News Design Pedagogy Using Informed Design and Research-Informed Development Models
• Hoegg, JoAndrea, University of British Columbia
  Understanding the Effective Use of Color in Direct Marketing Communications
• Hudson, Ken, Loyalist College
  From Interactive to Immersive: Marketing Education Takes a Virtual Leap of Faith
• Jackson, Tyrone, California State University Los Angeles
  Using Simulations to Retain Direct Marketing Concepts
• Jain, Dipak, Northwestern University
  An Empirical Analysis of Product Returns in Direct Marketing
• Johnson, Peter, Pace University
  Best Practices and New Perspectives: How to Teach the Creative Aspects of Direct/Interactive Marketing [Handout]
• Jones, Susan K., Ferris State University
  Best Practices and New Perspectives: How to Teach the Creative Aspects of Direct/Interactive Marketing [Handout]
• Jones, Susan K., Ferris State University
  Creative Strategy in Direct / Interactive Marketing and Integrated Marketing Communications Instruction
  • [Handout]
• Knox, George, University of Tilburg
  "I'm Here, But Maybe Not for Long": Using Complaints to Predict and Value Customers
• Kumar, V., Georgia State University
  The Influence of Interactive Marketing on Building a Profitable Brand & Customer Management Strategy
• Malthouse, Edward
  Modeling Lifetime Value in a Non-contractual Setting with Markov Models
• Markovitz, Harvey B., Pace University
  Integrating the Collegiate ECHO in Direct / Interactive Marketing Courses: Undergraduate and Graduate Perspectives
• McCorkle, Denny, University of Northern Colorado
  Integrating the Collegiate ECHO in Direct / Interactive Marketing Courses: Undergraduate and Graduate Perspectives
• McGrath, Mary Ann P., Loyola University Chicago
  Integrating the Collegiate ECHO in Direct / Interactive Marketing Courses: Undergraduate and Graduate Perspectives
• Palilonis, Jennifer, Ball State University
  An Integrated Approach to Interactive Advertising and News Design Pedagogy Using Informed Design and Research-Informed Development Models
• Raman, Pushkala, Texas Woman's University
  Privacy Orientation: An Empirical Study of Firms' Information Privacy Behaviors
  
• Sauber, Matthew H., Eastern Michigan University
  Developing an Interdisciplinary Master's Degree Program in IMC: A Competency Approach
• Schweidel, David A., University of Wisconsin-Madison
  Modeling the Evolution of Customers' Service Portfolios
• Scovotti, Carol, University of Wisconsin-Whitewater
  Integrating the Collegiate ECHO in Direct / Interactive Marketing Courses: Undergraduate and Graduate Perspectives
• Scovotti, Carol, University of Wisconsin-Whitewater
  The Great Case Debate: Comprehensive Experiential Learning in an Undergraduate Marketing Capstone Course
• Shankaranarayanan, Ganesan, Boston University,
  Managing Data Quality and Time-Span Coverage for CRM - Cost/Benefit Tradeoffs
• Simester, Duncan, Massachusetts Institute of Technology
  How Does an Obligation to Collect Sales Tax Affect Consumer and Firm Behavior?
• Simmers, Christina, Missouri State University
  The Interactive E-folio: A Marketing Tool for Graduating Business Students?
• Singh, Siddharth, Rice University
  An Empirical Analysis of Product Returns in Direct Marketing
• Solomon, Michael R., Saint Joseph's University
  From Interactive to Immersive: Marketing Education Takes a Virtual Leap of Faith
• Spiller, Lisa D., Christopher Newport University
  Integrating the Collegiate ECHO in Direct / Interactive Marketing Courses: Undergraduate and Graduate Perspectives
• Spiller, Lisa D., Christopher Newport University
  The Great Case Debate: Comprehensive Experiential Learning in an Undergraduate Marketing Capstone Course
  
• Stanaland, Andrea
  Direct / Interactive Marketing in IMC Education: Marketing vs. Mass Communication Approaches
• Steenburgh, Thomas, Harvard University
  Adding Bricks to Clicks: The Effects of Store Openings on Sales Through Direct Channels
  
• Tanksale, Vinayak, Ball State University
  An Integrated Approach to Interactive Advertising and News Design Pedagogy Using Informed Design and Research-Informed Development Models
• Taylor, Robert
  Direct / Interactive Marketing in IMC Education: Marketing vs. Mass Communication Approaches
  
• Tucker, Catherine, Massachusetts Institute of Technology
  How Does an Obligation to Collect Sales Tax Affect Consumer and Firm Behavior?
• van Oest, Rutger, University of Tilburg
  "I'm Here, But Maybe Not for Long": Using Complaints to Predict and Value Customers
• Vander Schee, Brian A., Aurora University
  Creative Strategy in Direct / Interactive Marketing and Integrated Marketing Communications Instruction
  • [Handout]
• Webster, Lisa
  Direct / Interactive Marketing in IMC Education: Marketing vs. Mass Communication Approaches
  
• Wetsch, Lyle R., Memorial University of Newfoundland
  From Interactive to Immersive: Marketing Education Takes a Virtual Leap of Faith
• Wood, Natalie T., Saint Joseph's University
  From Interactive to Immersive: Marketing Education Takes a Virtual Leap of Faith
  

SATURDAY October 11, 2008

9:45 AM

EDUCATION TRACK SESSIONS

Registration / Check-in Opens

Concurrent Special Topic Panels

• Best Practices and New Perspectives: How to Teach the Creative Aspects of Direct / Interactive Marketing
  • Handout
    
• Integrating the Interactive & Direct Marketing (IDM) Lab into Direct Marketing Courses

Concurrent Sessions

• Competitive Papers
  • Creative Strategy in Direct / Interactive Marketing and Integrated Marketing Communications Instruction
    • Handout
      
  • Direct Marketing Essentials: The Importance of Teaching Segmentation, The Gains Table, Lift Charts and the Gini Coefficient
    
  • The Great Case Debate: Comprehensive Experiential Learning in an Undergraduate Marketing Capstone Course
    
    
• Working Papers
• An Integrated Approach to Interactive Advertising and News Design Pedagogy Using Informed Design and Research-Informed Development Models
• Developing an Interdisciplinary Master's Degree Program in IMC: A Competency Approach
• The Interactive E-folio: A Marketing Tool for Graduating Business Students?
• Using Simulations to Retain Direct Marketing Concepts
• Student Perceptions of Direct / Interactive Marketing
• Special Topic Session
  • Teaching Direct / Interactive Marketing Online

12:45-
1:45 PM

Concurrent Special Topic Panels

• Teaching Introduction to Direct Marketing: Three Different Views
• Client Based Experiential Learning in Capstone Classes

2:00-3:20 PM

Concurrent Sessions

• Competitive Papers
  • Getting Back On-Message: IMC Courses Need More Emphasis on Direct / Interactive Marketing
  • Direct / Interactive Marketing in IMC Education: Marketing vs. Mass Communication Approaches
  • Student Satisfaction with Collegiate American Marketing Association Membership and Exposure to Interactive Integrated Marketing Communication Tactics
  • Modeling Social Media Use: Bridging the Communication Gap in Higher Education
    
    
• Special Topic Panel
  • From Interactive to Immersive: Marketing Education Takes a Virtual Leap of Faith

3:30-3:55 PM

Best Paper Session

• BEST PAPER - Upgrading to Web 2.0:An Experiential Project to Build a Direct Marketing Wiki

SUNDAY October 12, 2008

7:30-8:00 AM

Registration and Continental Breakfast

Concurrent Sessions

RESEARCH TRACK

• CLV Models/Methods/Issues
  • Modeling Lifetime Value in a Non-contractual Setting with Markov Models
  • Customer Lifetime Value (CLV): No One Said it Would be Easy
    
    
• Dynamics (Cross-Channel/Over Time)
  • Adding Bricks to Clicks: The Effects of Store Openings on Sales Through Direct Channels
  • Assessing the Effect of Direct Marketing on the Strength of the Customer Relationship: A Hidden Markov Modeling Approach

EDUCATION TRACK

• Special Topic Panel
  • Teaching Quantitative Skills to Direct/Database Marketing Students: Opportunities and Challenges

Concurrent Sessions

RESEARCH TRACK

• CLV Models/Methods/Issues
  • Real-Time Evaluation of Email Campaign Performance
  • Managing Data Quality and Time-Span Coverage for CRM - Cost/Benefit Tradeoffs
    
    
• Dynamics (Cross-Channel/Over Time)
  • Balancing Online and Offline Direct Channels in Business-to-Business
  • Modeling the Evolution of Customers' Service Portfolios

EDUCATION TRACK

• Special Topic Panel
  • Web 2.0 Opportunities and Challenges for Direct Marketing Educators

Concurrent Sessions

RESEARCH TRACK

• Customer Feedback
  • A Study of Online Word of Mouth and Firm Performance
  • How Much Does a Good Product Rating Help a Bad Product? Modeling the Dynamics of Online Product Ratings and Their Effects on Sales
    
    
• Implementation Issues
  • How Does an Obligation to Collect Sales Tax Affect Consumer and Firm Behavior?
  • Privacy Orientation: An Empirical Study of Firms' Information Privacy Behaviors

EDUCATION TRACK

• Special Topic Panel
  • Teaching Privacy in an IMC World

Concurrent Sessions

RESEARCH TRACK

• Customer Feedback
  • "I'm Here, But Maybe Not for Long": Using Complaints to Predict and Value Customers
  • An Empirical Analysis of Product Returns in Direct Marketing
    
    
• Implementation Issues
  • Understanding the Effective Use of Color in Direct Marketing Communications

EDUCATION TRACK

• Special Topic Panel
  • Integrating the Collegiate ECHO in Direct / Interactive Marketing Courses: Undergraduate and Graduate Perspectives