As advertising budgets shift away from the offline world towards the global Internet, exciting new opportunities exist for direct marketers. However, even in this age of "new media," companies still face old media challenges in crafting targeted marketing and lead generation campaigns: uneven response rates, suboptimal customer segmentation, and unpredictable performance of media purchases.

This session will discuss recent trends in the use of predictive scoring in online lead generation campaigns, and how online marketers can use it to refine the performance of these programs, reactivate past leads, and increase their overall effectiveness and ROI.

Attendees will learn:

· Information about predictive analytics and scoring technologies

· How these technologies are used to improve B2C online marketing campaigns.

· Different ways these technologies solve specific online marketing challenges.