As President and CEO of Merkle, Williams oversees the delivery of database marketing strategy and execution to hundreds of nationally recognized clients including Dell, GEICO, DIRECTV and Capital One. Williams is an active member of the direct and database marketing community, and currently serves on the DMA Board of Directors.
Description
This session will address the opportunity for DbM to play a larger, more relevant role across the marketing enterprise. We will discuss the framework, competencies, processes and technology platform necessary to inform the entire marketing process. Case studies will highlight enterprise segmentation, media mix, marketing measurement and contact management strategies.
LEARNER OUTCOMES:
How to be more relevant to your executive leadership including your CMO, CEO and CFO
How to use information more effectively across the entire marketing enterprise to improve ROI
Learn why marketing mix, enterprise segmentation and measurement are the keys to your success