Session Information
DMA09 Conference & Exhibition
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S5: New Discipline in an Old Industry- Data-Driven Marketing in Automotive
Track
:
Database and Analytics
Program Code:
590
Date:
Tuesday, October 20, 2009
Time:
11:15 AM to 12:15 PM
EST
Location:
SD Convention Center - 4
CONTACT PERSON
:
Heather Dueitt, Public Relations, Aspen Marketing Services
PRIMARY SPEAKER
(S):
Cathy Lang, Chief Operating Officer, Aspen Marketing Services
SPEAKER
:
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about each speaker.
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Description
AutoNation partnered with Aspen Marketing to build a new direct marketing roadmap with advanced analytics in the drivers seat. Today, AutoNation is leading the industry from inefficient offline spending to programs with data-driven ROI. This session will outline the shift to direct, the analytics behind it and tips on retention.
LEARNER OUTCOMES:
- See how advanced analytics, integrated with all dm, drives ROI
- See why firms don't need to wait for perfect data to change a business
- Understand the importance of a strategic testing framework
Audio Synchronized to PowerPoint
(Code: 590)
This session is a part of:
Handout Online
