Session Information
DMA08 Conference & Exhibition
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From Database Development to Analytically Driven Contact Strategies
Track
:
DIRECT MARKETING BASICS
Program Code:
AM08-0829
Date:
Tuesday, October 14, 2008
Time:
2:00 PM to 3:00 PM
EST
Location:
N109
CONTACT PERSON
:
Devyani Sadh, CEO, Data Square
PRIMARY SPEAKER
:
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about each speaker.
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Description
This session will provide an overview of 5 keys components of database marketing: a) Strategy, b) Database development, c) Reporting and analysis, d) Advanced analytics and e) Contact strategy and relationship marketing. Attendees will learn about the top 10 benefits of database marketing and how it can be used to enhance marketing effectiveness. Topics include data sources, profiling, RFM, predictive modeling, classification trees, CHAID, and segmentation.
LEARNER OUTCOMES:
-
Discover key concepts in core and predictive analytics
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Learn how analytically-driven multi-wave and multi-channel contact strategies can be used for building long-term customer relationships, enhancing response/purchase rates, reducing churn, reactivating lost customers
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Learn key processes required for database development as well internal and third-party data sources
This session is a part of:
Handout Online
