Session Information
DMA08 Conference & Exhibition
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Beyond Predictive Marketing: Perfecting Behavior-Based Communications
Track
:
Ask-The-Experts
Program Code:
AM08-0411
Date:
Monday, October 13, 2008
Time:
12:30 PM to 1:30 PM
EST
Location:
C-5 Pre-Function
CONTACT PERSON
:
Daniel Coran, Speaker Program Coordinator, Unica Corporation
SPEAKER
:
H.A. Shade, Unica Corporation
Description
This presentation examines how organizations are monitoring enterprise-wide customer behavior to identify meaningful events and patterns at an individual level, and then trigger 'right time' business actions accordingly. We will examine how behavior-based marketing is the next step in event-based marketing, and how it propels individualized marketing to new success.
LEARNER OUTCOMES:
- Examine strengths and weaknesses of various implementation strategies for event-based marketing.
- Learn how and why to organize the enterprise-wide marketing program around an event-based strategy
- Learn how to identify customer "readiness to act" triggers, and craft effective communications accordingly.
Audio Synchronized to PowerPoint
(Code: AM08-0411)
Non-Attendee:
Handout Online
