DMA/COLLOQUY© Loyalty Marketing Virtual Seminars

Skewed SKUs: Crucial Mistakes in Customer Analytics
Tuesday, September 16, 2008 | 1:00 – 2:00 PM ET | Online

Motivating customers to buy repeatedly, in increasing amounts and in new categories is the pot of gold at the end of the customer-analytics rainbow. However, the data-derived customer insights needed to spark that behavior are elusive. Marketers underestimate the organizational change and collaboration required to support a successful analytics effort. This session identifies key mistakes in collecting, analyzing and using data, as well as missteps in surveying, segmentation and merchandising. Marketers will understand cross functional strategy, learn how to go beyond optimization to target potential, and master how to use data-driven insight to influence marketing decisions.

Speakers

Rick Ferguson Editorial Director COLLOQUY®

Rick Ferguson is responsible for all COLLOQUY print and online publishing, educational, and research projects. Under Rick’s direction, the COLLOQUY magazine and Web site provide a worldwide audience of 25,000+ subscribers with news, expert commentary, program summaries, and research on all facets of loyalty marketing around the globe. An acknowledged expert in the theory and practice of loyalty marketing, Rick has published numerous articles and white papers describing the characteristics of marketing programs which seek to change customer behavior. As a key member of the COLLOQUY faculty, he’s delivered educational workshops and virtual seminars on the principles, practices, and technologies of loyalty marketing in the US, UK, and Singapore.

Miguel Pereira Director, Consulting and Analytical Services Precima Inc.

As Director of Consulting and Analytical Services for Precima, Miguel Pereira is responsible for managing the consulting engagements of the company, a full-service provider of customer management and analytical services for retailers and manufacturers.

Miguel has over 20 years experience working in the retail industry. His widespread knowledge of all functioning organizational divisions, from supply chain to loyalty marketing, helps Miguel deliver consistent results that drive long-term gains for clients.

Prior to joining Precima in 2007, Miguel was general manager/associate vice president of customer management and analytics at Sears Canada, leading a team responsible for customer strategy, marketing and merchandising analytics. Earlier retail experience included senior positions at HBC Canada and Toys R Us.

Miguel’s insights on analytics and retail customer management have appeared in numerous mainstream and trade publications including Forbes, RIS news and TradePromo magazine. He is member of the Canadian Marketing Association (CMA) and has lectured at various industry conferences.

Miguel is a graduate of the University of Toronto where he earned a specialist degree in economics and management relations.

Brian Ross General Manager Precima Inc.

As General Manager for Precima, Brian Ross is responsible for the overall strategic leadership of the company, a full-service provider of customer management and analytical services for retailers and manufacturers.

Brian has over 12 years of experience in loyalty marketing, customer relationship management and advanced customer analytics, with a focus on retail. He has worked with North America’s leading retailers and consumer packaged goods (CPG) companies to build and execute world-class customer management strategies across marketing, merchandising and operations.

Brian has held numerous roles within LoyaltyOne’s business lines, including client management and analytics for eight AIR MILES Reward Program Sponsors. The types of clients included grocery, pharmacy, department store, specialty retail, CPG and financial services. In addition, Brian led the development of several new businesses and services for LoyaltyOne, all focused on fully leveraging customer data to drive enhanced customer insights and strategies for retail and CPG partners.

Brian joined the management of the AIR MILES Reward Program in 1996. He received an Honours Bachelor of Business Administration, with Distinction, from Wilfrid Laurier University. He is a regular speaker at industry conferences and events.

How Our Virtual Seminars Work

It's easy! - Simply log-onto your computer and dial the toll-free number e-mailed to you from DMA prior to and on the day of the virtual seminar. Enter your PIN code and you are connected. All you have to do is sit back and enjoy!

It's interactive! - Ask questions by sending messages throughout the virtual seminar. At the end of the virtual seminar, participate in our Q&A session where you'll speak to your speaker directly.

It's convenient! - Call in from anywhere...your desk, your conference room, your home or cell phone to hear the presentation.

4 Ways to Register

Online:	Register Now
Fax:	Printable Form 212.302.7643
Phone:	212.790.1500
Mail:	Printable Form DMA Customer Service 1120 Avenue of the Americas New York, NY 10036-6700 (Check payable to DMA)

NOTE: For questions/inquiries, call DMA Customer Service at 212.790.1500 or e-mail customerservice@the-dma.org.

See information on how to join DMA.

Payment Policy and Confirmation

In order to confirm your place in the seminar, we require payment in full. In the event we change a date or time of a virtual seminar, you will be contacted. If you have not received confirmation of your attendance from DMA, please call 212.790.1500.

Cancellation Policy

If you cannot participate in the virtual seminar, please contact DMA Customer Service prior to the event to have your registration fee held on account for a future event. All account credits must be used with a year. If you must cancel your registration altogether, DMA will refund the registration fee in full if canceled at least one (1) business day in advance of the event. Registrants who do not cancel or arrange to have their registration fee held on account prior to the event, and fail to attend the event, forfeit their full registration fee.

If DMA cancels the event for which you have registered, the registration fee paid will be held on account for a future event or fully refunded if you prefer. DMA is not responsible for any expenses incurred by you as a result of your registration, whether the event was attended, postponed, or cancelled.

DMA Money-Back Guarantee

You will be 100% satisfied with what you learn or we will refund your registration fee in full.* We can afford to make this offer because we know that this seminar will exceed your expectations. It's part of our commitment to providing you with the highest possible quality in education and training.

_{*Requires written request within 30 days of the seminar.}

Co-sponsor

COLLOQUY comprises a collection of resources devoted to the global loyalty marketing industry. The flagship resources are the COLLOQUY Consulting , a a loyalty consulting practice, COLLOQUY®, a quarterly publication serving the loyalty marketing industry since 1990, www.colloquy.com, the most comprehensive loyalty web site in the world, and COLLOQUY's Research and Educationa divisions, and the COLLOQUY Network, a global network of consultants certified in COLLOQUY's consulting methodology. Together they provide a worldwide audience of 27,000+ marketers with consulting services, news, editorial, educational and research services across all verticals and around the globe. COLLOQUY® magazine subscriptions are available at no cost to qualified persons at www.colloquy.com/register.asp or by calling 513.248.9184.

DMA/COLLOQUY© Loyalty Marketing
Virtual Seminars