Primer on Database Marketing & Digital Channel Integration for Senior Marketers
Direct Marketing Association Annual Conferences Session by Devyani Sadh, Ph.D, Data Square
Whether you are a senior marketer new to database marketing or want to refresh your knowledge of database marketing in the digital age, this session is for you! Get an overview of the five key components of database marketing. From the strategic importance of the database to reviewing key processes of database development and creating a 360° customer view, you will learn the foundation of building a strong database ready for reporting and analysis. You will find that you do not need to be a statistician to benefit from advanced analytic techniques, such as: predictive modeling, classification trees, associations, sequences and segmentation schemes. See how these techniques translate into profits when they are used in real-world applications to increase response and purchase rates, reduce churn, and reactivate lost customers. You will leave with an understanding of how the Internet and the emergence of social networking have forever changed database marketing. You can use this “new age” database to develop an integrated multi-channel and multi-wave marketing campaign to grow your customer relationships.