Monday, July 22, 2002

Marketing Strategies
Developing a Continuity of Contact Program: A Step-by-Step Approach to Improving Customer (and Prospect) Communication
Join this interactive workshop to master the essentials of communication continuity for customers. Discover how to build a continuity of contact program that strengthens customer relationships, reduces defection and maximizes cross-sell/up-sell opportunities. Topics include:
• Building an optimized contact plan for target segments
• Knowing when to send the right communication
• Developing and redeveloping communication strategies
David Harkins, Co-Chief Executive Officer, Taylor-Harkins Group
Cynthia (Cindy) Tanton, Director of Database Marketing, Blue Cross Blue Shield of Florida

Systems and Technology
CRM Technology Panel: Tales from the Trenches
Technology is a key enabler of CRM. But so many different tools are on the market that it can be intimidating to try to determine which types of technologies and which specific vendors are right for your organization. This panel discussion will include several representatives who have implemented CRM technology within their organizations. The moderator will describe key CRM technology categories including: data warehousing, data mining, predictive modeling, campaign management, content management/personalization, call center management and sales force automation. Each panelist will provide an overview of CRM technology in his organization. Plus, you'll learn how each company selected and implemented CRM technology and what results it has yielded. Topics include:
• Identifying and implementing the right CRM technology
• Understanding the eight technology categories that power CRM - and which ones your company really needs
• Matching the best technology to each CRM category
Geoff Ables, Principal, Customer ConnectAssociates, Inc.
Edward Miranda, Senior Vice President, Business Information, Wells Fargo Home Mortgage, Inc.
Robert Epstein, Database Marketing Consultant, Cingular Wireless
Scott H. Beyer, Vice President, Marketing, Oxford Global Resources, Inc.

Customer Relationship Management (CRM)
CRM 101: How to Build and Maintain a Successful Customer Relationship Management Program
Discover the complete process - including the pitfalls - involved in building an efficient marketing database and launching a successful CRM program. In this workshop, you'll be guided through each step, from identifying your business requirements to building and maintaining CRM processes and applying analytical tools to make forecasts and ROI assessments. Join us for a thorough exploration of the CRM implementation process as we discuss:
• Unifying marketing and IT so that technology implements strategy
• Tying together multiple distribution channels to create a consistent, cohesive brand message
• Forging the relationship between the Web, database marketing and CRM
• Applying analytical tools in measuring performance and achieving CRM goals
Stephen C. Horne, President, ANALYTICi

Marketing Strategies
7 Secrets to Completely Rethinking Your Database: A Workshop That Answers Your Questions
Join us for a new and innovative seminar devoted to solving your real-world database marketing challenges. The first half of this workshop will teach you the insider database tips and techniques that companies such as IBM, Hewlett-Packard and AT&T have deployed to increase revenues by 80%. The second half will be completely interactive and focused on how you can increase the effectiveness of your database. Workshop leaders will devote this time to responding to your questions and will brainstorm solutions to your specific issues. Send your database marketing questions in advance to ernan@erdm.com or bring them with you. We will address:
• Successful database marketing strategies and tactics that America's greatest companies use to increase revenue
• How to Apply these proven strategies and tactics to your own company
• Real-world approaches for increasing and tracking ROI
Judie Neiger, Worldwide Marketing Communications Manager, Agilent Technologies
Ernan Roman, President, Ernan Roman Direct Marketing

Modeling and Analysis
A Primer on the Essentials of Modeling for Direct Marketers
Gain an introduction to the predictive modeling and segmentation techniques used by today's major direct marketing companies. We will begin with a review and comparison of the most popular statistical modeling techniques used to predict customer or prospect behavior, including RFM models, CHAID, Ordinary and Logistic Regression and Discriminant Analysis. Then we'll discuss the tool used to build segmentation models: factor and cluster analysis. We'll also focus on the pitfalls direct marketers should be aware of when using these tools. Specific attention will be paid to the methods used to evaluate and test models, including the use of decile analyses and variable pruning techniques. Join us as we explore:
• Statistical modeling tools and when and how to use them
• Critical steps for building successful predictive models
• Accurate tests to evaluate alternative models
• When to use segmentation - and how to avoid the special problems direct marketers face when applying segmentation results
• How to Manage predictive modeling and segmentation projects
David Shepard, President, David Shepard Associates, Inc.

Keynote presentation
Reading the Economy's Pulse: Where the Markets Are Headed - and How Your Business Can Reap the Benefits
Todd G. Buchholz, Author, Market Shock: 9 Economic and Social Upheavals That Will Shake the Financial Future; Chairman and Chief Investment Officer, Victoria Capital Management Fund, LLC

Grand opening reception in the Exhibit Hall

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