Online acquisition is a critical part of every business. The problem is, most marketers don't know who they are attracting with their online advertising and are suffering from sub-optimal conversion rates. During this session, Patrick Fitzgerald, VP of Online Experience at XM Radio, the leader in satellite radio, will present how XM Radio overcame the lack of visitor knowledge by using customer insight to customize online acquisition programs. Patrick will discuss the challenges XM Radio faced in making their online marketing programs a part of profitable customer management. He'll also describe three techniques XM Radio is using to target the right online prospects, increase conversion and improve customer retention.