Mystery of Real-time Marketing - Data Square
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Unraveling the Mystery of Real-time Marketing

National Conference of Database Marketing Session by Devyani Sadh, Ph.D, Data Square

Session Description

In this session you will learn how to engage and monetize the customer base with real-time database marketing. We will begin by reviewing key considerations in building the foundation for real-time marketing: a marketing database that is designed for real-time applications. Components covered will include real-time data entry, real-time data hygiene, real-time data append, real-time CDI and integration with source systems including a common definition of the customer.
We will then move on to cover real-time reporting and advanced analytics. We will discuss how predictive analytics developed in batch mode can be complemented with a dynamic model scoring engine to realize the benefits of real-time optimization. Finally, we will discuss how marketers armed with a real-time marketing database can deploy real-time cross-channel campaigns designed to create relevance and loyalty.
Examples include communications and interactions in diverse channels such as point of sale, customer service (call center), in-store (sales associates), email, mobile, and social to deliver messaging, customized recommendations and offer optimization driven by predictive analytics.

Date and Time

Monday, December 12, 2011;  9:00 a.m. – 11:45 a.m.