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, at XM Radio, the
leader in satellite radio, ill present how XM Radio overcame the lack of visitor knowledge by using customer insight to customize online acquisition programs. Attendees will hear about the challenges XM Radio faced in making their online marketing programs a part of profitable customer management. They'll also learn techniques XM Radio is using to target the right online prospects, increase conversion and improve customer retention

Learning Points
• Provide online marketers with new ideas for how to apply customer segmentation to their marketing programs
• Educate online marketers about how they can customize their website user experience without jeopardizing consumer privacy
• Implement a program of customization for online marketing programs