Newsstand

July 18, 2011
BUILD A SOLID BASE FOR YOUR MARKETING DATABASE AT THE DMA2011 CONFERENCE [DMA11]

For most businesses, the primary means of growth involves the acquisition of new customers and generating leads. The best way of keeping track of that information is with a marketing database. The Acquisition & Lead Generation and the Data, Measurement & Attribution concurrent session tracks at the DMA2011 Conference & Exhibition, October 1-6 in Boston, highlight issues related to data mining, segmentation, demographics, software applications, testing models, and response behaviors, as well as how to increase response rates and generate sales leads.

The past few years have seen tremendous growth in the use of databases for both business-to-consumer and business-to-business marketing. Database marketing emphasizes the use of statistical techniques to develop models of customer behavior, which are then used to select customers for communications. The job of segmenting prospective customers has become a huge challenge and today’s savvy marketers need all the latest tricks of the database trade at their disposal.

When manipulated properly, a solid database can yield significant results that will not only help control marketing costs in these difficult times, but will also help insure each message gets directly to the prime candidate at the most advantageous moment possible. Over 10,000 people will attend this global event for real-time marketers, looking for every advantage possible to refine their marketing database.

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