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Top Research Summit Headlines The Case Writers Workshop will run in the morning of Saturday, October 9, opposite no other session this year. The Saturday and Sunday schedules have been posted to this site. Sunday Luncheon Keynote Bryan Eisenberg, a search engine marketing leader, will present Trim the Fat!: How to Speed Up Corporate Metabolism, be Data-Driven, and Apply Human Psychology to Improve Marketing. Sunday Invited Speaker Dr. Jeffrey Kreulen, co-author of Mining the Talk, will discuss the evolution of business intelligence and show examples of several innovative solutions used to transform social media information into business value. Sunday Invited Speaker Dr. Wagner Kamakura, Duke University is author of Market Segmentation: Conceptual and Methodological Foundations, as well as more than 90 articles in academic journals. He will discuss Combining Internal and External Data for a Panoramic View of the Customer. Ph.D. Candidates are encouraged to participate in the Shankar-Spiegel Best Dissertation Proposal Award. Registration is now open. Academics, adjuncts, Ph.D. candidates and practitioners are encouraged to attend. Full-time academics and Ph.D. candidates are eligible for complimentary DMA10 attendance.

Awards. Sunday, October 10, 2010 including Shankar-Spiegel Best Dissertation Proposal Award

To celebrate outstanding achievement in direct/interactive marketing education, the Robert B. Clarke Outstanding Educator Award, the Shankar-Spiegel Best Dissertation Proposal Award, Best Paper, Best Case Writers Awards and more will be presented on Sunday at the DMEF Awards Luncheon and Keynote. Learn more.

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The Direct/Interactive Marketing Research Summit, (San Francisco, CA, October 9-10, 2010) provides a forum for direct/interactive marketing and database marketing topics in the areas of research and teaching. There are numerous opportunities for academics to exchange ideas and learn from their colleagues and participating practitioners.

Abstracts and papers are selected based on the quality of the research, their ability to extend knowledge in the field, whether they break new ground, and whether they will influence the practice or teaching of direct/interactive or database marketing.

Agenda for Saturday, October 9, 2010 | Sunday, October 10, 2010

Many Research Summit attendees gain optional complimentary access to the DMA2010 Annual Conference & Exhibition. DMA2010 features presentations by leading practitioners, and educational, research and networking opportunities. Skip ahead to see additional benefits of attendance.

Please note: to receive this access, you must be eligible and must register through this Research Summit website - do not register on the DMA2010 site.

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Sunday (10/10/10) Luncheon Keynote.

Trim the Fat! :
How to Speed up Corporate Metabolism,
be Data Driven, and Apply Human Psychology to Improve Marketing

BIOGRAPHY: Bryan Eisenberg is the co-author of the Wall Street Journal, Business Week, USA Today and New York Times bestselling books Call to Action, Waiting For Your Cat to Bark? and Always Be Testing. He is the recognized authority and pioneer in online marketing, improving online conversion rates, Persuasion Architecture, and persona marketing. Bryan was recently recognized by eConsultancy members as one of the top 10 User Experience Gurus and and he was selected as one of the inaugural iMedia Top 25 Marketers. In 1998, Bryan co-founded FutureNow Inc., the company has been helping businesses generate more engagements, leads, subscriptions, and sales with its unique framework he helped develop, Persuasion Architecture®. Bryan’s proudest professional accomplishments are the thousands of companies, students and clients, including HP, NBC Universal, GE, WebEx, Overstock and Dell, that have consistently enjoyed dramatic improvement in sales.

Bryan Eisenberg, Managing Partner
Eisenberg & Associates

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Sunday Invited Speakers.

Combining Internal and External Data for a Panoramic View of the Customer.
Wagner Kamakura, Duke University

Managers in customer-focused enterprises tend to believe they know their customers intimately, because of the vast amount of data already amassed on their relationship with these customers, and because “past behavior is the best predictor of future behavior.” The customer database provides only a partial view of the customer, because it does not contain any information about relationships the customer may maintain with competitors, or about other important factors such as the customer’s unmet needs, attitudes and satisfaction. Wagner Kamakura will show some examples of how the customer database can be augmented with data from external sources via data-fusion methodology, to provide managers with a more complete view of the customer.

Wagner A. Kamakura is the Ford Motor Co. Professor of Global Marketing at the Fuqua School of Business, Duke University. Prior to joining the Fuqua School of Business, Professor Kamakura taught at the University of Iowa, University of Pittsburgh and Vanderbilt University. Prior to joining academia, he has worked in market analysis, forecasting and planning in Brazil. He is the author of Market Segmentation: Conceptual and Methodological Foundations, as well as more than 90 articles in academic journals. His current research interests are in market segmentation and market structure, database marketing, and the modeling of customer satisfaction, retention and profitability.

Wagner A. Kamakura, Ford Motor Co. Professor of Global Marketing, Duke University

Robust analytics on structured and unstructured information is a differentiating capability in strategic decision making, brand and reputation monitoring and management, innovation, and service delivery. Dr. Kreulen, co-author of Mining the Talk, will discuss the evolution of business intelligence and show examples of several innovative solutions used to transform this information into business value.

Jeffrey T. Kreulen leads a research and development team focused on analytical services, complex services modeling, and business architecture modeling. His most recent work has been on the Business Insights Workbench (BIW) project, which integrates structured and unstructured information mining. BIW has been incorporated into various products, service assets and offerings. This technology is creating business value in areas such as customer relationship management, intellectual property analysis and marketplace intelligence applications. The recipient of two IBM Outstanding Technical Achievement Awards, Dr. Kreulen holds 16 patents and has published extensively. He received his Ph.D. in computer engineering from Pennsylvania State University. Since joining IBM in 1992, he has worked on multiprocessor systems design and verification, operating systems, systems management, web-based service delivery, integrated text and data analysis, complex services modeling and service science.  

Jeffrey T. Kreulen, Ph.D., Senior Manager,
Senior Technical Staff Member,
Services Oriented Technologies,
Almaden Services Research,
IBM Almaden Research Center

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San Francisco, a top travel destination, boasts world-famous tourist attractions and charming neighborhoods. Fisherman's Wharf, Alcatraz, North Beach, Chinatown, Union Square and Haight-Ashbury all entice with wonderful views. Shopping opportunities and a variety of restaurants abound. Just North of San Francisco, award-winning wineries can be found in the Napa and Sonoma Valleys.

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	Research Summit Co-Chairs Thomas J. Steenburgh, Harvard Business School Prasad A. Naik, University of California, Davis James W. Peltier, University of Wisconsin, Whitewater Lisa D. Spiller. Christopher Newport University Case Writers' Workshop co-sponsored by DMEF and CADMEF (Chicago Association of Direct Marketing | Educational Foundation) Co-Directors:   Susan K. Jones, Ferris State University                             J. Steven Kelly, DePaul University
Benefits of Attending the Direct/Interactive Marketing Research Summit
Find out about the latest trends in direct/interactive marketing Renowned invited researchers and keynote Exchange of important research and pedagogical information on direct/interactive marketing subjects Professors' Academy membership for full-time academics Optional complimentary pass to DMA10 Annual Conference & Exhibition featuring the Monday Opening General Session Keynote and others Networking with leading industry professionals Interact with leading companies willing to share their business cases for educational purposes	DMA2010 Keynotes are a Benefit of Attending the Summit*: *only full-time academics and full-time doctoral candidates are eligible for this benefit.

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