Essentials of Modeling Seminar:
An Introduction for the Busy Direct Marketer

Sunil Gupta, Ph.D. Senior Consultant, David Shepard Associates
Senior Advisor, Optimost, LLC

Sunil consults for companies such as Ameritrade, AOL, Pepsico, Wellpoint, and Doubleday on Internet marketing strategy and customer relationship management.

Prior to joining DSA, Sunil was Managing Director for Strategic Consulting and Customer Knowledge at Digital Lighthouse Inc., (DL) where his efforts were focused on launching interactive and analytical products for DL’s clients.

After earning his doctorate, Sunil became a marketing professor at Columbia University, Graduate School of Business and then at the University of Michigan. During this 15-year period he published numerous papers in leading academic journals and gained recognition as a leading researcher in the areas of interactive marketing, predictive models and customer analysis.

Sunil is a member of the Editorial Review Board of the Journal of Interactive Marketing.

Rus Rempala Senior Consultant, David Shepard Associates, Inc.

Rus Rempala has over 20 years experience in the database marketing industry as both a client and a vendor. His areas of expertise include: customer analysis and statistical modeling; strategic planning and implementation of database marketing programs; and the design and application of marketing database technology. Prior to DSA, he was Director of Database Marketing for Donnelley Marketing Inc., where he managed the development of marketing database products, client consulting services and sales/marketing support functions. Previously, Rus was with Sears Roebuck & Co. where he held significant management positions. He has published many articles and is also a frequent speaker at national conferences and seminars.

David Shepard Founder, President of DSA, Inc.

David Shepard founded David Shepard Associates, Inc. in 1976. Since its inception, the company has provided direct marketing and database consulting services to nearly 100 direct marketing firms, advertising agencies, and Fortune 500 companies new to the direct marketing business.

Prior to starting DSA, he held senior management positions at Doubleday & Co., Throckmorton & Satin Associates, and The Maxwell Stoge Company.

He is a co-author of The New Direct Marketing, his firm’s text on database marketing, and writes a monthly column in Direct on the subject of Database Marketing. Most recently he won the Edward N. Mayer Jr. Award for educational leadership from the DMEF.