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DMA08 Conference & Exhibition

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Research Revelation 2009: The Multichannel Consumer: Hitting A Moving Target

Track : Thought Leadership Series

Program Code: AM08-0845

Date: Tuesday, October 14, 2008

Time: 4:15 PM to 5:00 PM EST

Location: Ballroom C

CONTACT PERSON (S):

Gail Pierris, Executive Assistant to Jonathan Silver, Affinity Solutions

Peter A. Johnson, Ph.D., Vice President, Strategy Analysis & Planning, Direct Marketing Association

Peter A. Johnson, Ph.D., is Vice President for Strategy, Analysis and Planning with the Direct Marketing Association (DMA), where he also serves as Senior Economist. In his current role, Dr. Johnson has two primary responsibilities: conducting market-facing research to help the DMA align its business development with the evolving needs of its member and prospect segments; and helping DMA measure and communicate the value of DM services and channels, DM best practices, and DMA self-regulation to external government and media audiences. Since joining DMA in 2001, Dr. Johnson has conducted extensive research on the economic performance and regulation of direct marketing. His economic performance publications include the DMA�s Quarterly Business Review and the annual Power of Direct Marketing: Economic Impact Report. His policy impact analyses include such topics as the economic costs of Do Not Mail legislation, the reform of the US Postal Service, the remote sales tax (�use tax�) issue, the impact of the Federal Do Not Call registry and the economic value of e-mail marketing, among others. In 2002, he co-authored a brief to the United States Supreme Court on behalf of DMA on the value of customer data to direct marketing. In February 2008, he testified to the U.S. House of Representatives� Committee on Small Business on the benefit to the US economy of Federal relief from states� business activity taxes on direct marketing. A frequent speaker at industry and corporate events, Dr. Johnson serves on the Board of Directors of the US Marketing Accountability Standards Board. Dr. Johnson received his Ph.D. in public policy from Cornell University in 1991. After teaching at McGill University in Canada he was Assistant Professor of Public Policy at Columbia University in New York City from 1992 to 2000, then at Bryn Mawr College from 2000 to 2001.

PRIMARY SPEAKER :

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Peter Johnson, Vice President, Research Strategy and Platforms, Direct Marketing Association

SPEAKER (S):

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Heather Dougherty, Director of Research, Experian Hitwise

Glenn Lalich, VP, Research & Analysis, ParadyszMatera

Pam McHugh, President, Comperemedia

Jonathan Silver, President/CEO, Affinity Solutions

Description

It is well know that consumer demand drives 70% of US economic output. But reaching this most powerful group is an increasing challenge as they migrate across media and channels. Digging into data to surface the major recent developments in consumer marketing, search, and purchasing, thought-leaders from several of direct marketing's most strategically placed research firms will identify the drivers that will help you target consumers across the media and channel landscape of 2009.

LEARNER OUTCOMES:

� Costs and Benefits of catering to the multi-channel consumer, especially within and across the online-offline divide
� How consumers' multi-channel preferences vary by business or product verticals, consumer segment or marketing objective
� How much the multi-channel consumer has replaced yesterday's consumer with distinct channel preferences

Audio Synchronized to PowerPoint

(Code: AM08-0845)

Non-Attendee:

This session is a part of:

Click Here to Purchase the Full Compilation Set (Full Conference, Pre & Post Conference)

Click Here to Purchase the Full Conference Set (Oct 13, 14 & 15, 2008)

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