Part I--Justifying Your Return on Investment

Perhaps no area of an organization is more subject to agony and ecstasy than the marketing database division. The promise of greater dollars to the bottom line, increased customer value and integrated business operations quite often does not deliver what your CEO anticipated. This session will set the realistic foundation for positioning your database within your company’s expectations. We will look at success stories and war stories and provide guidance and benchmarks as to how to conduct a corporate wide survey and justification for continued investment and deployment in your marketing database division.
Learning Points
-Organizational restructuring for success
-Uncovering areas of opportunity for database liftoff
-Playing politics to win

Part II--Re-evaluating Your Marketing Database System: A How To
This session will follow a check list of the most important items to review when re-evaluating your marketing database, your vendor, and the design and attending functionality of your current solution tool. Attendees will be provided with a proven method of what to look for and how to know what is and is not working. Before you conclude your marketing database is broken, come to this session and learn how to answer the key questions that determine the state of your database.
Learning Points

-What do you need now that you didn't need when your marketing database was built?
-What about your data?
-How should you review database integrations with email and social media that didn't exist at the time of the build?