In early August, The DMA 82nd Annual Conference & Exhibition Event Planner will go online, at which time you will be able to search the sessions by track, date/time, keyword or type and create a personalized agenda for your visit to the Conference. Until that time, find out more about the Conference sessions by reviewing the listings on this page. DMA EDUCATIONAL TRACKS Brand Advertising & Integrated Marketing As the forms and functions of marketing change and as competition increases from the growth of e-commerce, the need to build brand loyalty has never been more important. Sessions in this track will help you to understand how and why to brand as well as how to communicate that brand to your audience. Business-to-Business The needs of the business-to-business marketers are vastly different from those marketing directly to consumers. From data challenges to the sales process to ROI, the challenges of business marketers are unique. This track will focus on the needs of the business-to-business marketer and examine ways to improve marketing for a segment that's growing faster than any other in the industry. Core Competencies This track offers a strong foundation of the basic ideas and truths that make direct marketing work. Grasp the fundamentals of direct marketing, database marketing and e-commerce in intensive, interactive classes. Creative & Production Make your creative work harder, produce more response for fewer dollars, and break through the clutter. Hear successful creatives discuss the opportunities and challenges of designing in an ever-changing world. Get first-hand knowledge on the latest production techniques and new technology that will take you into the new year. Customer Relationship Management CRM is the buzzword of the '90s and the future of the next century. Never have building and sustaining relationships been more important. This track will focus on all of the foundations of successful CRM, including loyalty programs, frequency marketing, and building one-to-one relationships. Database Tools & Technology In an industry built around the use of data, it is important to know exactly what is available and what techniques can make it work harder for you. This track is designed to provide you with all the information you need, from the quest for the best quality data to the latest on the tools and technology at your disposal. E-Commerce Nothing has had more of an effect on direct marketing in the past year than the Internet. This comprehensive track will cover all the issues of migrating your business to the Web and integrating e-commerce initiatives into your overall media mix. Global Marketing The Internet has erased boundaries and increased the ability for globalization. You won't find another event with so many direct marketers from around the world gathering in one place. This track will cover everything you need to know from international list selection to response management around the globe. Insurance & Financial Services Insurance and financial services marketing is so specialized that it has its own track. If you're involved in it, or plan to be, this is one place where you can find the information you need to be successful. Sponsored by The DMA Insurance and Financial Services Marketing Council, this track covers all of the important facets of this unique field of marketing. Management Challenges Network with your peers and strategize new ways to tackle declining response rates, market erosion and increased competition. Discuss the latest issues and newest techniques that will affect the profitability of your company as you enter the 21st century. Marketing Intelligence Sound research is the basis for effective one-to-one marketing. This track will offer the newest in marketing research tools and techniques. Sessions will highlight the latest research on special market segments and teach the best ways to increase response from those distinct markets. Media Channels & Choices What's the best new mix? Media choices and uses change constantly. The right mix differs by market and industry, and integrating the various media is a daunting task. In this track find out from the experts how you can make the most of your media dollars by using strategic choices to put your money where it will do the most good. return to top BRAND ADVERTISING & INTEGRATED MARKETING Monday, 7:30 - 8:30 a.m. Beyond the Banner: Advertising Opportunities on the Internet While ad banners remain the predominant advertising vehicle on the Web, the increased use of such things as content sponsorships and interstitials has created a shift toward more creative advertising on the Web. * Discover more powerful advertising models that better capture and sustain user attention * Understand how the type of advertising is tied to the marketing objective * Get a glimpse of the future of online advertising Monday, 1:00 - 2:15 p.m. A "Brand" New Approach to Customer Retention: The Five Keys of Brand Building to Create Solid Relationships With Your Customers Keep customers buying year after year by applying the newest and most important elements to your long-term relationship marketing program. Real-life examples will show some of the most successful brand marketers - from mega companies to the tiniest niche marketers. * Learn five key areas in both consumer and business-to-business direct marketing that will help you build a stronger brand * Discover how these five areas interact with each other to build loyalty * Understand the costs, commitment, and time required to be successful Speaker: Lois Geller, President, Mason & Geller Monday, 4:15 - 5:30 p.m. "Share of Wallet" Strategies in Dysfunctional Cross-Selling Enterprises Consolidations of industries via merger and acquisition, as well as the one-to-one paradigm, has shifted focus from share of market to "share of wallet." That's great. But most large enterprises are organized around "silos" that don't work very well with each other. * Understand how to make aggressive cross-selling really work * Learn what direct marketers can do to help facilitate "share of wallet" strategies Speaker: Jac Hansel, Managing Director, Brann Worldwide Monday, 4:15 - 5:30 p.m. Research and Database Marketing: Actionable Brand Building Combinations That Work Understanding how the attitudinal and motivational components of customers' purchase behavior allows you to tailor offers specifically to customers' interests. And by quantifying brand equity by consumer segment, you can measure the impact on ROI over time. * Understand how to link your database information with emotional information showing why customers buy * Learn how to create a brand equity measurement model that will lead to greater customer satisfaction and loyalty * Hear how one company implemented a consumer, segment-based approach to survey research and brand equity development Speakers: Jock Bickert, Chairman & CEO, Looking Glass, Inc. Gregory Ellis, COO, Opinion Research Company, Inc. Tuesday, 10:00 - 11:15 a.m. Case Study Digital Asset Management for Global Catalog Marketers Implementing a global brand image can prove to be challenging. You must persuade country managers to embrace a single style, and then ensure that they receive high quality, print-ready digital images. Otherwise they succumb to deadline pressures, create their own ads, and defeat the purpose of unified branding. * Learn how Avon Products uses a global digital image repository containing high resolution images for over 30 global brands * Understand the user and technology requirements * Hear about Avon's results (qualitative and quantitative) and learn from them Speaker: Matt Lundberg, Principal, Lundberg Systems Tuesday, 2:30 - 3:30 p.m. The Secrets of High-Performance Lead Generation Lead generation is very different than one-step selling. Many people who do fabulous one-step sales packages fail miserably when they shift their efforts to lead generation. * Discover how price and margin drive campaign strategy and creative development * Learn how to integrate lead generation into advertising and brand messaging * Discover 23 ways to ensure high response rates and sell-through Speaker: Bob Hacker, President, The Hacker Group Tuesday, 4:30 - 5:30 p.m. Fundamental Case Study One-to-One Brand Building on a Mass Scale A "one size" ad program using a mass approach is no longer an efficient answer to brand communications. Kmart has proved that integrating communications through brand-driven promotions can build long-term brand loyalty and profits. * Understand how mass advertising and database marketing create effective synergies for brand building * Learn how mass and direct need to co-exist to maximize advertising performance * Find out how Kmart has used direct mail in conjunction with other media channels to drive sales Speaker: Thomas W. Lemke, Vice President, Database Marketing & Internet Commerce, Kmart Corporation Wednesday 10:30 - 11:30 a.m. Fundamental 85 High-Risk Internet Markets That Pose a Threat to Your Brand Identity You may have registered "yourname.com," but did you know there are 85+ countries that will register your valued brand names to anyone, regardless of residence or any official documentation * Learn how to protect your international identity before someone else beats you to it * Find out which countries merit your attention now * Learn how to register in the top 25 Internet markets Speaker: Pinkard Alan "Pinky" Brand, Director, idNames Division, Network Solutions, Inc. return to top BUSINESS-TO-BUSINESS Monday, 7:30 - 8:30 a.m. Case Study An E-Commerce Model for Industrial Sales and Distribution Database marketing, the Web and needs-based segmentation have created an entirely new business model inside the commodity chemical industry. * Get an insider's look into the creation of e-chemical * Understand how the marketplace, through your channel partners, is changing * Learn how to effectively use front office, knowledge management tools with integrated direct marketing to create win-win relationships Speakers: Nick Poulos, President, pmh caramanning Colin McCarthy, Director of Integrated Sales & Marketing, e-chemicals, Inc. Monday, 1:00 - 2:15 p.m. Fundamental Case Study Developing Successful Partnerships Between Charities and Corporations Sponsored by The DMA Nonprofit Council Fundraising can be accomplished by partnering with corporate sponsors to reach coordinated goals in both development and corporate outreach. * Learn how to partner with corporations to reach your goals * Find out how Children's Miracle Network has created successful relationships with leading sports programs * Discover how to develop telethon-telemarketing and direct mail tie-ins Speakers: Lowell Cantor, IEG Sponsorship Newsletter Howard Silberstein, Director, Children's National Medical Center Nancy Brady, Director of Marketing and Corporate Alliances, March of Dimes Michelene Graham, Director, National Programs & Events, Susan G. Komen Foundation Monday, 1:00 - 2:15 p.m. Hypermarketing: Achieving "Speed" in the High-Technology Marketplace Today's fast-paced, evolving high-technology marketplace leaves little room for lag time in product promotion and corporate marketing. Learn an innovative and sophisticated approach to product and service marketing, which will keep you up to speed in today's high-paced market. * Meet the challenges of operating and succeeding in the high-technology marketplace * Learn how to surpass the competition with high-speed, productive marketing activities * Find out how to provide quick turnaround times Speaker: Sean Bisceglia, CEO & President, TFA/Leo Burnett Technology Group Monday, 2:45 - 4:00 p.m. The Powerful Economics of Business-to-Business Customer-Relationship Strategies Marketers attempting to build a business-to-business integrated sales and marketing model face more challenges than ever before, as off-the-shelf solutions are likely to fail - and in many cases there are simply no pre-set solutions * Understand the challenges of CRM and what you can expect in terms of the payoff * Learn 10 steps to integrated sales and marketing tactics * Learn new measures to evaluate CRM strategy success Speaker: Don Neal, Principal, Focalpoint Marketing, Inc. Monday, 4:15 - 5:30 p.m. Case Study Global Business-to-Business: If It's Tuesday We Must Be Dropping in Belgium This case study illustrates the launch of an integrated global direct marketing campaign for thermal spray technology, with emphasis on the five- year plan, the management challenges, and the resulting marketing strategy. * Understand how the various components of an integrated campaign can be coordinated to generate maximum results * Take away at least 10 practical tips on going global * Break the seemingly daunting challenge of an integrated global strategy into manageable components Speakers: Gerard H. Schmitt, Senior Vice President, Account Service, Sanna Mattson MacLeod, Inc. Daniel Carazo, Marketing Communications Manager, Sulzer Metco, Inc. Monday, 4:15 - 5:30 p.m. Back by Popular Demand - With New and Updated Material! Selling to Suits: Myths and Methods Every Business-to-Business Creative Team Should Know A repeat of one of last year's most popular sessions - see examples of creative in direct mail, direct print, and even direct radio that push the envelope and defy the myths of b-to-b creative. * Learn to recognize and avoid the 10 biggest misconceptions that can limit your creative from the start * Find 3 ways to strengthen each of the 3 critical elements of any direct mail piece * Discover over 20 different creative ideas that you can use to start increasing your response rates tomorrow Speaker: Nancy Harhut, Senior Vice President, Creative Director, Direct Marketing, Mullen Advertising Tuesday, 7:15 - 8:15 a.m. Business-to-Business Customer Acquisition - Beyond Merge/Purge This session will cover the benefits of building a customer-acquisition database, the resources required to build and maintain it, the challenges inherent in developing it, and the methodologies used in managing the database on an ongoing basis. * Understand the resources required to build and maintain a customer-acquisition database environment * Learn how to use an acquisition database to increase productivity and reduce costs * Understand the various challenges inherent in going beyond merge/purge Speakers: Allen Abbott, Partner, American Catalog Partnerships, LLC Gary Smith, Director of Marketing, Blair Corporation Tuesday, 10:00 - 11:15 a.m. How Disintermediation is Changing the Rules of Marketing, Sales, and Distribution Disintermediation is not just a big word - it signifies major shifts in how we market, sell, and deliver our products. In many industries, distributors are disappearing and being replaced by electronic media. Direct sales forces are shrinking, and marketing is forced to become a revenue-producing organization. * Understand the changes that are occurring, and what they will mean to your bottom line * Learn how the Internet and e-commerce are playing - or not playing - huge roles * Discover what you must do to gain the benefits and avoid the risks of disintermediation Speaker: Christopher Ryan, CEO, Saligent Software, Inc. Tuesday, 2:30 - 3:30 p.m. Infomediaries: The New Middlemen of the Internet One of the most widespread buzzwords that has swept the Internet is "disintermediation." However, in the electronic commerce arena, the middleman is alive and well under the new moniker "infomediary." This new breed of middleman serves as a broker between buyers and sellers, enabling consumers to make educated purchasing decisions that often save them time and money. * Understand how the middleman is playing a significant role in the "frictionless networked economy" * Learn how real-world manufacturers are choosing their points-of-entry on the Internet * Discover the effect infomediaries will have on the business-to-business landscape of the future Speaker: Trevor Traina, President, Compare.Net Tuesday, 4:30 - 5:30 p.m. Fundamental Profitably Targeting Your Dealers' Customers Marketing to end-users through distribution requires interdependency between manufacturer, dealer and end-user. Explore how integrated direct marketing can positively change the business paradigm of selling through distribution to the end-user. * Learn how to leverage your field sales force to provide greater educational and informational services through the use of knowledge-management tools * Understand how to set up a knowledge-management platform prototype that supports value delivery to your various market segments * Discover how to create value-based communications to get the message to your channel Speaker: Nick Poulos, President, pmh caramanning, inc. Tuesday, 4:30 - 5:30 p.m. Case Study Think Global, Act Local: The Internet Accelerates Everything Sponsored by The DMA Business-to-Business Council Companies engaged in global marketing want to gain efficiencies and deliver a consistent worldwide message by using the same marketing tactics, offer, look and feel in multiple countries and cultures. But the most effective marketing is usually adapted to local customs, and the arrival of the Internet only accelerates these challenges. * Understand the challenges and implications of Internet-based direct marketing to business buyers in multiple countries * Learn how three companies have found creative ways to think global and act local * Discover five ways to manage your Web site to market more effectively to a variety of audiences around the world Speakers: Ruth Stevens, Director, Direct Marketing, IBM Software Group John Cooper, Vice President, Marketing, FedEx Canada Jim Roots, Vice President of Marketing, Internet Commerce, W.W. Grainger Wednesday, 10:30 - 11:30 a.m. Effective Segmentation and Modeling With Business Data: Staples Does It - You Can Do it Too Speaker: Steve August, Manager of New Customer Acquisition, STAPLES Direct return to top CORE COMPETENCIES Sunday, 1:30 - 3:45 p.m. Producing a Direct Mail Package in One Easy Lesson Grasp the basics of print production, paper, inks, prepress, finishing, components of a direct mail package, and how to put the pieces together. You'll get the basics of production, including list processing, merge/purge, postal presorts, and lettershop. * Discover the basics of producing a direct mail package * Learn how to manage the process * Understand how to manage your suppliers Speaker: Richard Goldsmith, President, The Horah Group Monday, 1:00 - 5:30 p.m. Back by Popular Demand - With New and Updated Material! Intensive Workshop Mastering the Basics of Professional Direct Marketing This workshop will be a fast-paced overview of the major elements in successful direct marketing planning and execution, including examples from a variety of current industry applications. * Learn how database information is related to selecting a target audience and developing relevant promotional messages * Discover the key factors in creating powerful direct marketing advertising, and how to test promotion variables * See how to use a P&L to plan profitable campaigns Speaker: Pierre Passavant, Director, Center for Direct Marketing, New York University Monday, 1:00 - 5:30 p.m. Intensive Workshop A Primer on the Essentials of Database Marketing This workshop will teach you everything you need to know about predictive modeling and segmentation and how to use information and modeling to shape contact strategy and maximize the return on promotion dollars. * Learn how to work with internal modelers and/or external vendors to ensure the best results and avoid the many pitfalls of modeling * Discuss CHAID, Ordinary and Logistic Regression, and comparisons with Neural Nets * Learn how to combine database-derived information with models and market research to get the right message to the right customer at the right time Speaker: David Shepard, President, David Shepard Associates Tuesday, 10:00 - 11:15 a.m. E-Commerce Primer Part 1: Assessing Today's E-Commerce Business Understand what's selling and why, by getting a virtual wrap-up on the state of e-tailing in 1999 and as we enter the next century. * Meet today's cybercustomer, and find out if your customer base matches up * Get the online catalog scorecard to learn the real players and the plays that are working * Separate the facts from the fads to set your business plan on course Speaker: Lauren Freedman, President, the e-tailing group Tuesday, 2:30 - 3:30 p.m. E-Commerce Primer Part 2: Designing an E-Commerce Strategy That Works Long-Term Using the e-guide - a workbook that helps merchants build a well-defined e-commerce strategy - create a strategic plan that can be executed. * Learn how to write the business plan, and determine your resource needs * Find out how to evaluate your competition * Understand how to determine best site features and design elements, and how to write the RFP for site development Speaker: Lauren Freedman, President, the e-tailing group Tuesday, 4:30 - 5:30 p.m. E-Commerce Primer Part 3: Online Customer Service - Obstacles, Challenges, and Opportunities The best Web strategy means nothing if you can't deliver. * Find out who's setting the e-commerce standards in your market and how to benchmark against them * Learn how to deliver what the customer wants and expects online * Hear tips and techniques you can use to exceed expectations in the marketplace Speaker: Lauren Freedman, President, the e-tailing group return to top CREATIVE & PRODUCTION Sunday, 1:30 - 3:45 p.m. Back by Popular Demand - With New and Updated Material! Creative Master Class In today's wild millennial ambiance, your targets are bombarded with messages. Response is down. Skepticism is rampant. How can the power of words increase response? Enjoy a fast-paced, astonishingly comprehensive potpourri of creative tips and hands-on practice in this always-popular class. * Sharpen your creative weapons for use in both traditional and online marketing * Discuss creative use of e-mail, a hot medium that too many marketers misunderstand and misuse Speaker: Herschell Gordon Lewis, Chairman, Communicomp, President, Lewis Enterprises Monday, 1:00 - 2:15 p.m. Case Study Bandwidth Bottleneck: Solutions That Create Profits, High Quality Resolution & Great Compression Identify and explore the often overlooked issue of how the limitations of current Internet technology affect Web graphic choices, and how the choices ade by Web site designers can affect sales. * Learn to translate "techno-speak" into words that business managers understand * Understand the relationship between Web site image quality, product sales, and profits * Find out how to improve e-commerce sales by improving your product display Speakers: Jim Reiman, EVP, E-Commerce Strategic Business Development, Greg Manning Auctions, Inc. Yann LeCun, Department Head, AT&T Labs Research William Lederer, President, Art.com Monday, 1:00 - 2:15 p.m. Fundamental Profiting From Merchandising Errors Explore effective techniques for moving excessive inventories using both existing and new media: "sales" catalogs and inserts, warehouse sales, in-store sales (for hybrid catalogers), liquidation services and the Internet. * Learn the best ways to avoid overstocks and the most cost-effective means to move unwanted inventories * Understand the benefits, value, and drawbacks to moving surplus on the Internet * Learn how to build a "discount buyer database," about its impact on your house file customer base, and using it as a list rental file for income Speaker: Robert S. MacArthur, CEO, Boston Industries, Inc. Monday, 2:45 - 4:00 p.m. This Worked, That Didn't Get set for "show and tell" from some of the industry's top executives and business leaders. They'll not only present candid examples and case histories of mailings, space ads, catalogs, and online promotions that succeeded and failed, they'll explain why. * Get information usually not shared with anyone outside the highest level of the organization * Be able to ask questions, and get candid answers * Understand why creative has failed, and how not to make the same mistakes Speakers: Herschell Gordon Lewis, Chairman, Communicomp, President, Lewis Enterprises Fred Simon, President, Omaha Steaks, Intl Gary Brown, President, G. Neil Companies Richard Hamilton, President, Crest Fruit Company David Thorne, Publisher, New Age Magazine and Dr. Andrew Weil's Self Healing Newsletter Monday, 4:15 - 5:30 p.m. Case Study The Future Has Arrived: Four-Color Variable Printing and Relationship Marketing Four-color digital printing is starting a direct marketing revolution, allowing marketers to use printing as an expressive medium at an individual level. * Understand how to combine relationship marketing with variable four-color digital printing from a creative and strategic standpoint * Learn how Agfa Corporation and ARAG Group have leveraged technology to increase lifetime value * Find out how to create relationships with your customers that they cannot walk away from Speakers: Jim Lewis, President, Relationship Marketing, Inc. Gene Hunt, Jr., International Marketing Communications Manager, Agfa Corporation Ann Wagner Dieleman, ACS, Vice President, Marketing, ARAG Group Tuesday, 7:15 - 8:15 a.m. Case Study Mars and Venus in the Advertising Environment - The Successful Direct/General Relationship The roles and services of direct and general advertising are changing due to competitive pressures, changing technology, and evolving consumer habits. * Learn how three companies have created truly integrated advertising by focusing on the strengths and challenges of each discipline * Understand the role that clients and agencies play in creating a good working relationship between the direct and general disciplines * Find out how you can prepare for the future as lines blur between traditional, direct, and interactive marketing Speakers: Marna Bullard, Group Account Director, Suissa Miller Advertising Charles Koch, Manager National Marketing Support, Acura, American Honda Corporation Earl Justice, Product Manager, Beech-Nut Nutrition Corporation Tom Sweet, Director, Database Marketing, Jenny Craig, Inc. Tuesday, 10:00 - 11:15 a.m. Fundamental Infuse Your Creative With a Database Punch -- Then Watch Sparks Fly Develop a one-to-one relationship with your customer through database segmentation combined with creative development and powerful copy. * Understand what benefits consumers will really buy into * Learn how to police the process so that everyone buys into it * Learn from the experiences of others, and kick-start your creative concepts Speakers: Robert McKim, CEO, M\S Database Marketing Carol Worthington Levy, Creative Director, Worthington Levy Creative Mark Silverman, GRE Insurance Group Tuesday, 2:30 - 3:30 p.m. Case Study True Stories From the Trenches of Variable Digital Marketing Sponsored by The DMA Digital Marketing Group Marketing technology in database and printing, combined with infinite creative options, can build truly targeted direct marketing initiatives, allowing you to create new and innovative ways to get closer to customers, increase revenues, reduce costs, and improve customer service. * Understand the potential benefits of variable digital marketing * See actual project executions that were successful * Learn how a rich database of customer information can be put to use to increase response rates Speakers: Brett Knobloch, Manager, Interactive Consumer Marketing, Whirlpool Corporation Christopher Batchik, Brand Relationship Marketing Manager, General Motors Keith Haug, U.S. Marketing Manager, 3M Dental Tuesday, 2:30 - 3:30 p.m. 101 Ways to Improve Response This session will teach you how to beat your control, by showing you tons of samples, techniques, and ideas you can use in your own direct marketing programs. See a dozen great ways to make better brochures, and get at least 101 ideas you can steal to improve the response of your next mailing. * Learn how to create envelopes that just can't be tossed away * Discover how to use personalization in highly creative ways * Find out how to write letters that everyone will read Speaker: Alan Rosenspan, President, Alan Rosenspan & Associates Tuesday, 4:30 - 5:30 p.m. Does Creative Have to Be Bad to Be Good? Old Navy's ads are pretty bad, and very memorable. As are some of the upstart Internet companies. Did retro make a comeback because of nostalgia or desperation? * Look at examples of creative that are "bad" but very effective * Find out if your creative has to be "ugly" to get noticed in the clutter Wednesday, 10:30 - 11:30 a.m. The New Business of "New Business" Getting new business in an agency is a much different job from what it once was - or was thought to be. Discuss with your peers the current and future state of the new-business development challenge, and examine the tasks of people who were once known as "rainmakers." * Understand what it now takes to win new business * Find out how best to work fair with the agency candidates along the way * Learn how to see business development as a marketing role, not as a sales role Speaker: Mitchell Orfuss, Executive Vice President, OgilvyOne Richard Nevner, Chief Marketing Officer, Blue Cross Blue Shield of Minnesota Jan Applek, Agency Relations Consultant Wednesday, 2:30 - 3:30 p.m. Back by Popular Demand - With New and Updated Material! 60 Proven Ways to Increase Direct Mail Response Rates and Sell-Through in Less Than 60 Minutes When a program starts to fail and you don't have the luxury of long, formal program reviews, back-testing, or new package testing, learn tricks of the trade to fix broken programs - on the fly! * Discover 17 ways to improve copy platforms and performance * Find out 19 ways to improve list performance * Learn 12 things you should know about matching the offer to the right format for maximum response Speaker: Bob Hacker, President, The Hacker Group, Ltd. return to top CUSTOMER-RELATIONSHIP MANAGEMENT Sunday, 1:30 - 2:30 p.m. Maintaining, Affecting & Controlling Continuous Revenue Relationships When customer relationships involve receipt of future revenue with no marketing effort, on-going marketing to these customers is unique. New thinking is needed to define and measure good marketing to customers in businesses such as telephony, financial products, cable and internet access. * Hear about accountable marketing programs to retain, grow and revive continuous relationships * Learn the techniques and standards of evaluation that are being proposed * Find out about the proven pitfalls that can be avoided Speaker: Pam Ames, Vice President, Kestnbaum & Company Sunday, 2:45 - 3:45 p.m. Measuring & Evaluating Non-Selling, Relationship-Building Contacts You can't afford not to measure every one of your customer contacts. In this session, learn how to measure and evaluate the impact of customer communications and understand how non-selling customer contacts can increase customer value. * Understand what metrics provide the strongest indication of true impact * Learn about the strength of three-pronged measurement * Understand the fundamentals of experimental designs and how to leverage learning for continuous improvement Speaker: Mike Coppotelli, Vice President, KnowledgeBase Marketing, Inc. Rick Ezell, Director of Data Mining and Analytical Services, KnowledgeBase Marketing, Inc. Monday, 7:30 - 8:30 a.m. Reinventing "Relationship Marketing" Creative Create a whole new kind of customer loyalty by focusing on three skills marketers of all kinds and levels can integrate into their current programs to develop customized communications and incentives. * Understand the difference between traditional recency/frequency creative and "relationship marketing" creative * Learn why you have to turn Direct Marketing's 40-40-20 rule on its head to be successful * Discover three new uses for old creative workhorses Speaker: Rob Smith, Principal, Focalpoint Marketing, Inc. Monday, 1:00 - 2:15 p.m. Case Study Using Your Data Warehouse to Reach Customers and Meet Your Bottom Line Fingerhut uses an innovative new technology that enables its Mail Stream Optimization program to process unprecedented amounts of data on its more than 30-million customers in order to trim catalog costs and increase sales. * Learn how you can make the most of your customer lists * Discover through example how to cut costs, and target your customers more effectively * Find tools to manage information in your data warehouse Speaker: Randy Erdahl, Group Manager, Marketing and Corporate Research, Fingerhut Companies, Inc. Monday, 2:45 - 4:00 p.m. 50 Customer-Relationship Marketing Plan Pointers in 50 Minutes Benchmark your company's programs by reviewing seven key phases in developing a customer-relationship marketing action plan, including forms to evaluate customer-relationship marketing practices and programs, infrastructure systems and processes, and staffing resources. * Identify where you are on the CRM continuum and how to improve your productivity in this area * Learn the key steps in writing a customer-relationship marketing action plan * Find out how to cost-justify customer information marketing programs Speakers: Deborah Lowman, Senior Vice President, NyKamp Consulting Group Tracy Cockerham, Director of Direct Marketing, Best Buy Monday, 4:15 - 5:30 p.m. Case Study AutoNation USA's AutoRewards Program: How an Innovative Marketer Made Loyalty Part of its Sticker Price Unlike traditional, soft-benefits loyalty programs, AutoRewards launched by AutoNation USA, is measurable, provides hard benefits, and can't be easily duplicated by competitors. * Discover proven strategies to deliver benefits and recognition more cost-efficiently * Understand how technological advances are making the administration of frequency marketing programs more affordable * Understand how frequency/loyalty programs can be effective in atypical situations Speakers: Patrick LaPointe, Senior Vice President, Sales & Marketing, Frequency Marketing, Inc. Maria Bailey, Vice President, AutoRewards, AutoNation USA Tuesday, 7:15 - 8:15 a.m. Case Study Retaining Customers in Newly Competitive Marketplaces Get insight about how to measure and monitor changing customer expectations in deregulating industries. * Understand how to define the benefits that customers seek and then directly effect levels of customer satisfaction * Learn new customer-driven processes that can act as a bridge to customer retention * Understand how to migrate perceptions among key customer groups in a changing market-place Speakers: Ron Jacobs, President, Jacobs & Clevenger Sheera Eby, Vice President/Group Account Director, Deregulated Industries, Jacobs & Clevenger LJ Hughes, Director, Business Services, Commonwealth Edison Company Tuesday, 10:00 - 11:15 a.m. Revolutionizing Renewal Marketing With Continuous Service Take a cutting-edge look at continuous-service marketing, the tool that is revolutionizing the way circulators are renewing their subscribers. * Get the facts and figures you need to maximize continuous service for your magazines * Understand what to test and why * Learn how to integrate continuous service into your marketing plans - from new business to renewals and from the link letter to billing Speakers: Caroline Zimmermann, President & Chief Creative Officer, The Zimmermann Agency Sigrid Zimmerman, Circulation Manager, Hachette Magazines Cindy DeLorenzo, Account Executive, Centrobe Louis Sassano, Senior Product Manager, Readers Digest Tuesday, 2:30 - 3:30 p.m. Case Study You Can Compete With the Big Guys - They Screw Up Too This is the story about a small business changing from a mass marketer to a target marketer and what was learned about the customers, loyalty programs, and dealing with large vendors. * Learn to work with limited resources, keep your customers, and get new ones * See living proof that small guys can compete with giants * Discover how you can compete with the big competitors in your space Speaker: Dave Ratner, President, Dave's Soda & Pet City Tuesday, 2:30 - 3:30 p.m. Fundamental $300 Billion Purchasing Power: The Profit Value of Managing Customer Relationships to the Hispanic Market Sponsored by The DMA Directo Council Customer service and marketing professionals will tell tales from the trenches and share the startling results of how customer-service programs have built a profitable business model for their Hispanic customers. * Understand the value of in-language customer service to retaining your most valuable Hispanic customers * Learn how to hire, train, and manage a bi-lingual customer service team * Get first-hand knowledge of the pitfalls in delivering quality customer service - and learn from them Speakers: Abbe Alpaugh, Marketing Director, Latin Club, BMG Direct Gloria Garcia, Manager, Customer Service, CDS Tuesday, 4:30 - 5:30 p.m. Fundamental From Strategies Through Tactics: Loyalty Programs Demystified Using examples from a variety of industries, share useful guidelines on the implementation of loyalty programs - including planning, terminology, structural options, logistics, measurement, and exit strategy. * Understand the strategic elements of a customer loyalty strategy * Lead the development of a loyalty program quickly and effectively * Discover pitfalls to avoid when developing a loyalty program Speaker: Dennis Duffy, President,Cadmus Direct Marketing Wednesday, 10:30 - 11:30 a.m. The Next Wave of Innovation: The Fourth Dimension of Customer Marketing Sponsored by The DMA Marketing Technology and Internet Council Any organization must be able to sense and adapt to the next wave of innovation. To do so requires global vision, marketing savvy, systems integration, product development, and entrepreneurial skills focused on just one thing - the customer. * Look at the best of customer marketing through its first three dimensions * Get a glimpse of the fourth dimensionSlinking customer, channel, product, and customer community * Understand how to create customer communities that drive the future of customer-relationship marketing Speaker: Rob Jackson, Principal, DiaLogos, Inc. Wednesday, 2:30 - 3:30 p.m. Critical Steps to Creating, Launching, and Managing a Successful Loyalty Program Focusing in on the sometimes subtle, sometimes broad, distinction between loyalty marketing, frequency marketing, one-to-one marketing, and customer relationship management, you will learn: * Critical steps to creating, launching, and managing a successful loyalty program * Keys to effective customer-relationship building and maintenance * Turning customer data into information-driven marketing strategies Speaker: Don Neal, Principal, Focalpoint Marketing, Inc. return to top DATABASE TOOLS & TECHNOLOGY Sunday, 2:45 - 3:45 p.m. Case Study Analysis, Planning, and Execution of Geo-Targeted Customer-Contact Programs via the Intranet Allstate designed, created, and implemented intranet-based, geo-targeted, household-level prospecting tools for use by Allstate sales managers in support of Allstate's 15,000 insurance agents. * Learn how to use data-mining technology in conjunction with geo-targeting in an intranet environment * Learn how to create actionable programs that can be planned and executed in a matter of hours -- not days or weeks Speakers: Larry Kobori, Research Manager, Allstate Insurance Company R. Robert Reading, Executive Vice President, Tactician Corporation Craig Gaitan, Senior Sales Manager, Allstate Insurance Company Monday, 7:30 - 8:30 a.m. Case Study Can Your Organization Keep Pace With Technology? Preparing for Second Generation CRM Systems Prepare your organization to effectively use CRM in a fast-paced, changing environment. Address the growing realization of the need to have a fully functional, trained, and empowered organization using information to drive marketing, communications, product and service development, and touchpoint integration * Find out how AirTouch implemented a data-warehousing and data-mining project and built, trained, and exercised the organization * Grasp the political, financial, and tactical issues relevant to anyone planning, or currently employing, a large-scale CRM initiative * Learn five pitfalls and five elements for a successful CRM solution Speakers: Todd Forsythe, Director, Customer Relationship Marketing, AirTouch Cellular Ken Demma, Director, Marketing Strategy & Information, Tessera Enterprise Systems Monday, 1:00 - 2:15 p.m. Web-based Database Marketing Solutions Database marketing -- list sales and delivery, processing, turn-key modeling and segmentation -- and database maintenance are migrating from a Web-enabled state to Web-centric solutions. * Understand how database marketing solutions are currently delivered over the Web * Explore the implications of Web-enabled and Web-centric solutions, and how they will impact the marketplace * Hear how other marketers have harnessed the database power of the Web Speakers: Melinda Nykamp, President, Nykamp Consulting Group Charlie Tarzian, President, Blau Technologies Tom Daly, Advertising Supervisor, U.P.S. Monday, 2:45 - 4:00 p.m. Building Customer Value With Data Mining Data mining is reshaping the way companies interact with their customers and is the key to successfully managing all phases of the customer life cycle. This session will explain what you can really expect from data mining, and how to achieve the best results. * Learn the keys to making data mining effective * Understand how data mining builds on traditional customer analysis methods * Learn how different technologies work together to solve business problems Speaker: Herb Edelstein, President, Two Crows Corporation Monday, 4:15 - 5:30 p.m. Using E-Mail Marketing to Drive E-Commerce E-mail is fueling the growth of online marketing at an astonishing rate. Predict the coming trends in the industry, and learn how to effectively drive traffic and increase sales utilizing e-mail as a marketing tool. * Learn how to mine your database and build your own e-mail list * Understand the components of e-mail list rentals, and how to mail to them * Grasp the distinction between effective e-mail marketing and spam Monday, 4:15 - 5:30 p.m. Case Study Supporting E-Business and Sales Strategy Through the Database 3 Com Corporation's award-winning database initiative provides fully functional links into its worldwide sales organizations, while supporting one of its key strategic initiatives, e-business. * Learn how its strategy has enabled company-wide collaboration and data standardization * Understand how 3Com captures relevant worldwide customer activity on a daily basis * Explore success factors, pitfalls, and key lessons discovered along the way Speaker: Pam Hudson, Global Database Marketing Manager, 3Com Corporation Tuesday, 10:00 - 11:15 a.m. The Cutting Edge of Data Integration All direct marketers use a common asset: data. And that data comes from many different sources. This session will describe the current best practices of integrating data from many sources into a usable database for the direct marketer of the 21st century. * Understand the data-integration process * Learn how to prepare for postal optimization * Discover key elements for both consumer and business-to-business data integration Speaker: Donald P. Hinman, Ph.D., Data Content Group Leader, ACXIOM Corporation Tuesday, 10:00 - 11:15 a.m. Fundamental Internet Buyers: How Do You Use Those Names? Sponsored by The DMA List/Database Council and the Marketing Technology & Internet Council Capturing e-mail addresses from electronic purchases creates many new opportunities and issues for the direct marketing industry. How can the addresses be put to use? What kind of revenue will come from the renting and selling of names? How will it affect the industry? * Learn how to handle new prospects you receive through the Internet * Understand the potential marketability of your e-mail lists * Evaluate the best methods of marketing to Internet buyers without crossing the line Speakers: Linda Huntoon, President, The SpeciaLISTS, Ltd. Cindy Dale, Vice President, Interactive Business Development, BBDO Tuesday, 2:30 - 3:30 p.m. Observe the Unobservable Through Multivariate Data Analysis Techniques Multivariate techniques - such as factor, cluster, and discriminate - can define underlying/unobservable customer behavior patterns thereby, having implications for relationship marketing, segmentation, response modeling, and differential customer treatment. * Gain new insights into the many dimensions of customer behavior * Discover a new tool to help manage large data warehouses * Learn how to use a new technique for product-line segmentation and to define purchase affinity Speakers: Rhonda Knehans Drake, President, Drake Business Services Gary Benjamin, Vice President, Database Marketing, Marketing & Credit Studies,BMG Direct Gary Coles, List Director, The Readers Digest Association Henry Weinberger, Senior Vice President, Global Strategic Analytic Unit, Citicorp Tuesday, 2:30 - 3:30 p.m. How to Use Consumer Behavior Data to Maximize Your Acquisition/Retention Investment Did you know that consumer behavior data is more often misread than not? This can cost you millions if you are basing your key marketing initiatives on an incomplete view of data. Walk through a number of case studies to discover how data can be misleading - and how to be sure you're getting the real story. * Look at how initial marketing decisions changed once the data was further evaluated * Discover dozens of tips for evaluating all dimensions of data * Walk away never looking at a database report the same way again Speaker: Deborah Pine, Principal, PreVision Marketing, Inc. Tuesday, 4:30 - 5:30 p.m. Next-Generation E-Mail Marketing Sponsored by The DMA Marketing Technology & Internet Council As HTML, multi-media, and traditional direct marketing tools such as regression analysis make their way into e-mail campaigns, the power of what you can do with e-mail and how results are measured is taken to a new level. * Learn how to leverage new tools to acquire customers, keep customers, and drive them to act on your offers * Walk away with valuable tools and resources that will allow you to expand and refine your current e-mail marketing programs * Get hands-on advice about how to improve your current e-mail campaigns and reach a measurable ROI Speakers: John Funk, President, The E-Mail Knowledge Group Chris Hoerenz, Group Director, Direct Marketing CDNOW David Jones, Vice President, Marketing, Media Synergy Wednesday, 10:30 - 11:30 a.m. The Next Debate: How the New Technology Will Impact List Industry Rules Debate the practical and ethical implications of changing the "rules of engagement" that list brokers and mailers generally observe in list transactions, but that may be out-of-date by advances in technology, particularly at merge/purge service bureaus. Topics to be addressed will include the following: * The fair use of modeling technology and use of appended data on rented lists * Does the prohibition against retaining data from rented lists need to be re-examined and refined * Net re-mailing: Mailers are doing it. How does the list owner monitor it and bill for it Speakers: Jerry Gould, President,Conrad Direct, Inc. David Williams, President & CEO, Merkle Direct Marketing, Inc. John Baldwin, Vice President, Marketing, Phillips Publishing, Inc. Wednesday, 2:30 - 3:30 p.m. Predictions on Database Marketing: Nine Deadly Mistakes That Will Ruin Your Chances for Success in the Next Century Speaker: Arthur Hughes, Executive Vice President, The Database Marketing Institute return to top E-COMMERCE Sunday, 2:45 - 3:45 p.m. The True Economics of the Internet Take an in-depth look at actual sales data for the Internet by industry segment to see how it's progressed and where the industry is headed. * Understand the emergence and progression of commerce on the Internet * Find out how your company compares to the benchmarks * Discover where the trends are and what you can expect to be profitable in the future Monday, 7:30 - 8:30 a.m. Fundamental Case Study Building a Foundation of Trust - The Keys to Online Relationship Marketing The key to any successful relationship is privacy and trust. But are people really willing to provide personal information to any unknown entity on the other end? A review of case studies will teach best practices for online relationship marketing and will show how it can maximize any company's ROI. * Learn a step-by-step guide to building trust with online customers * Discover specific strategies for securing privacy online * Find out how building trust with customers can improve your bottom line Speakers: Hans Peter Brondmo, Chairman/Founder, Post Communications Andrea Butter, Vice President, Marketing, Palm Computing, Inc. Monday, 1:00 - 2:15 p.m. Business Models: What's the Best Way for You to Make Money on the Web? The Internet is changing the way companies build customer relationships and creating entirely new business models in the process. * Find out what business models are being created as companies find innovative ways to meet customer needs * Understand how companies are developing virtual value propositions * Discover ways you can grow and change to meet demands and create new and profitable opportunities on the Web Speaker: Susan Goodman, Executive Vice- President, Marketing & Strategic Planning, THINK New Ideas, Inc. Monday, 2:45 - 4:00 p.m. Best of Breed Merchandising Online - Tools and Techniques It's not easy developing unique shopping experiences online that deliver revenue results. Find out how the best have done it. * Find out what works in merchandising online, what doesn't, and why * Learn how the top marketers are developing site features, including up-sells, cross-sells, impulse buys and added-value merchandising * Discover how you can build loyalty in your customer base with effective merchandising Speaker: Lauren Freedman, President, the e-tailing group Monday, 2:45 - 4:00 p.m. How Long Can Data Go Unregulated What's happened in Italy, Hong Kong, and many other places around the globe has put pressure on the U.S. Get a clear picture of data-protection legislation around the globe and the implications it may have for your e-commerce business in the future. * Understand how the data you're transferring could be subject to privacy legislation * Discuss the possibilities of strict legislation in the U.S. * Predict the effect legislation could have on your bottom line Speaker: Charles Prescott, VP, International Business Development & Goverment Affairs, Direct Marketing Association Monday, 4:15 - 5:30 p.m. Success Online is a 10-Letter Word - How Direct Marketing and the Net Work Together Permission marketing is what turns audiences into customers, strangers into friends, and one-time purchasers into repeat buyers. * Learn how to get the consumer's attention, and turn it into permission * Understand how to talk to consumers frequently and cheaply * Find out how to develop trust and change consumer behavior Speaker: Seth Godin, Vice President, Direct Marketing, Yahoo! Monday, 4:15 - 5:30 p.m. Fundamental Internet Fundraising Workshop Sponsored by The DMA Non-Profit Council Get hands-on exposure to the finest in Web design and e-mail marketing techniques for fundraising and membership development presented by industry experts from organizations that are leading the way in electronic fundraising. * Learn how to draw prospects to your Web site * Find out how to use e-mail to market your cause * Learn how to measure and evaluate your e-marketing program Speakers: Kathy Lowe, Associate Director, Online Communications, American Diabetes Association Nick Allen, Director, Internet Solutions Group, Mal Warwick & Associates, Inc. Joanne DelGiorno, Director, Direct Response Marketing, American Diabetes Association Mike Tuohy, Interactive Services, Acxiom/Direct Media Tuesday, 7:15 - 8:15 a.m. Case Study How Online Segmentation Drives Big Results Imagine this daunting task: Managing 50,000 daily Web visitors, getting them to spend an average of 17.5 minutes on your site and come back 2.8 times. Through this case study see how segmentation has allowed Edmunds.com to do just that. * Find ways of capturing vital information on each visitor * Discover how to use word-of-mouth to drive traffic to your site * Learn the economical models and how to apply the metrics Speakers: Robert McKim, CEO, M\S Database Marketing Peter Steinlauf, President, Edmunds.com Tuesday, 10:00 - 11:15 a.m. Net Metrics: Measuring the Effectiveness of Your Web Site Explore key measurements you should have in place to measure the effectiveness and profitability of your Web site using 10 key management reports. Discover that measurement goes beyond the basics and includes more analytical and in-depth tracking measures such as sources of hits, inquiry history, hot spots, space utilization, conversion to sales, product performance, profitability and more. * Quantify the effectiveness of your site using 10 management reports that detail they key metrics you should frequently monitor * Understand how to use net metrics to provide a quantum leap in the profitability of your site * Leverage profitable elements of your site and know with confidence which elements to modify or eliminate Speaker: Gary Hennerberg, Principal, The Hennerberg Group, Inc. Tuesday, 10:00 - 11:15 a.m. The Ins and Outs of Affiliate Programs Realize the economic value of building relationships with other e-commerce entities on the Web. * Discover how companies are finding success with affiliate programs * Understand the tools and technology available to cross-refer customers with your business partners * Find out how affiliate programs will grow and change in the future and how you can't afford to be left out of the mix Speaker: G.M. O'Connell, Chairman & CEO, Modern Media.Poppe Tyson Tuesday, 2:30 - 3:30 p.m. Leveraging Your Direct Marketing Skills in the Digital Age Opportunities in anything "Web" seem to be growing. Jobs in traditional direct marketing seem to be shrinking. You're not 22 anymore. * Discover ways you can apply your direct marketing expertise in the digital age * Get a glimpse of what Internet employers are looking for * Learn how to make your direct marketing knowledge a selling point in this expanding field Tuesday, 2:30 - 3:30 p.m. Internet Politics: A Finger in the Dam? Sponsored by The Association for Interactive Media (AIM) In this congressional session alone, we have seen the number of bills regulating the Internet proliferate from 20 to over 100. How can you possibly monitor and defend all of these bills? Get an overview of the most pressing pieces of legislation affecting your business interests online. * Learn how to defend your interests regarding Internet taxation * Hear what the Internet industry is doing to fend off pending e-mail legislation * Find out if industry self-regulation will ever be enough for Congress and the FTC Speaker: Ben Isaacson, Acting Executive Director, AIM Panel to be determined Tuesday, 4:30 - 5:30 p.m. E-Commerce Technology Solutions Sponsored by The Association for Interactive Media (AIM) Organizations and individuals that are considering redesigning their Web sites face a dizzying array of technological possibilities to facilitate e-commerce. * Understand waht works best for the strategy you're implementing * Discuss technology on the horizon * Find out what you don't need to build an e-commerce site that works Speaker: Ben Isaacson, Acting Executive Director, AIM Panel to be determined Tuesday, 4:30 - 5:30 p.m. Establishing Effective Coordination Between IT, Marcom, Operations, and Direct Marketing to Make the Web Work Should the Web be a function of IT, marcom or direct marketing? Your strategy won't work unless you can develop effective communication and coordination throughout all departments of your organization. * Understand who should spearhead your Web initiatives * Learn how the Web should be a company strategy, not a department one * Determine how to set department priorities and how to focus on the customer Speakers: Nadine Sjolseth, Senior Director, Consulting Services, Modem Media.Poppe Tyson Diana Scott, Vice President, Direct/Electronic Distribution, John Hancock Wednesday, 10:30 - 11:30 a.m. Delivering on the Promise: Customer Care in the New Millennium The jury is in! What will make or break a profitable e-commerce business of the future is the back end - fulfillment, customer service and customer care. * Learn the industry benchmarks and how your organization compares * Find out what components of your back end can be outsourced and how to evaluate suppliers * Understand how to build a back end that delivers Speakers: Larry Becker, Director of Internet Publishing, Crutchfield Bill Ness, Chief Operating Officer, Road Runner Sports return to top GLOBAL MARKETING Monday, 1:00 - 2:15 p.m. Global Marketing in the New Millennium - Issues and Answers You Will Need to Succeed Strategies will change for anyone involved in international marketing including traditional mail, electronic commerce, hybrid mail, quality of service expected, pricing, and value-added services. Find out what will influence the way you conduct international marketing in the new millennium. * Get an executive briefing on the Beijing meeting focusing on universal postal strategy for the years 2000 - 2004 * Find out what technology and products will be available to you throughout the world * Plan for future developments within the global marketplace from a global viewpoint Speakers: Lawrence J. Chaido, Director, TransGlobal Consultants Thomas J. Leavey, Director General, U.P.U. Monday, 2:45 - 4:00 p.m. Launching Your Catalog in the U.K. Sponsored by The DMA International Council Issues that need to be discussed before you launch a product in the U.K. include legal issues, marketing methods, culture, and branding. * Leave with a list of industry contacts within the U.K. * Understand that you can't do it alone, and how to find local help * Discover your opportunities overseas Speakers: Brian McConnell, President, WWAV Rapp Collins Group Brian Williamson, Strategic Planning Director, HLB Charlie White, Director of Catalog Marketing, Orvis Tuesday, 7:15 - 8:15 a.m. Golden Rules for International List Selection Using examples of failed and successful list rental case studies, this session will uncover how to make hidden selects within a list to get the best names to increase your ROI. * Learn how to find responsive international lists that are not made available to the general list rental community * Understand how guidelines for list selection in the U.S. can spell disaster when selecting international lists * Find out what types of lists exist; which ones work; and which ones to avoid Speaker: Mike Manning, Founder & President, Manning Media International Tuesday, 10:00 - 11:15 a.m. Fundamental The Ins and Outs of Global E-Commerce Get an overview of what you need to know about global e-commerce - marketing, fulfillment, customer service and support - before launching your e-commerce business outside the U.S. * Understand the do's and don'ts of Internet marketing around the globe * Find out how to build an e-commerce site that appeals to a diverse, global customer set * Discuss the distribution and customer service challenges Speaker: Bill Hunt, SVP, Multimedia Marketing Group Tuesday, 2:30 - 3:30 p.m. Fundamental International Mailing Lists That Cut Costs and Improve Response Rates Sponsored by The DMA International Council The cost of posting DM packages internationally can vary by 100 percent or more and is a major element in the cost of acquiring new customers and subscribers overseas. * Find out how you can reduce costs and improve response rates by accessing alternate postal services * Learn how to take advantage of services offered by major mail consolidators * Find out what will affect international postal costs and the quality of services in the future Speakers: Lawrence J. Chaido, Director, TransGlobal Consultants James Thornton, Managing Director, Mailing Lists (Asia) Ltd. Tuesday, 4:30 - 5:30 p.m. Great DRTV Around the Globe DRTV exists in many forms around the globe. In this entertaining session, look at examples of some of the most successful spots, from infomercials to short-form spots. * See what's possible in global DRTV * Understand what's hot and what's not in DRTV worldwide * Understand the global DRTV customer Speaker: Rob Woodrooffe, Chairman, Interwood Marketing Wednesday, 10:30 - 11:30 a.m. 12 Pitfalls to Avoid When Marketing to Canadians While Canadians may be friendly, building cross-border relationships does not come easy. Learn how to market products and services to Canadians, ranging from the acquisition of Canadian businesses, to executing direct-response campaigns from your local head office. * Understand the distinct cultural attitudes and behaviors, and how they translate into differing behavior and response * Hear techniques used today that are not effective, in reaching Canadians. Learn why these techniques are not effective and how they can be improved. * Discover how to make Canadians comfortable with purchasing from non-Canadian companies Speakers: Sheldon Hellin, President, Hellin Marketing Group Rick White, Vice President, Retail Marketing, Bank of Nova Scotia Wednesday, 10:30 - 11:30 a.m. Case Study Shanghai to Stuttgart - How Global Response Management Works Sponsored by The DMA International Council A global program can be managed with management control and standard reporting, while at the same time allowing for local differences of language and culture with input from local offices and campaign adaptations. * Understand how the Internet can transform global marketing by providing information access and control * Learn how to allow for differences in direct marketing infrastructures when planning a global campaign * Find out about the latest global response-management tools Speakers: Robert Howells, Director, International Business Development, Harte-Hanks Response Management Kathy Blanton, Worldwide Channel Marketing, IBM Corporation return to top INSURANCE & FINANCIAL SERVICES All sessions in this track are sponsored by The DMA Insurance & Financial Services Marketing Council Monday, 1:00 - 2:15 p.m. Digging Deeper and Deeper and Deeper: Searching for Diamonds in Your "Data Mine" Statistical tools can help you discover the sparkling diamond relationships and patterns of gleaming nuggets in your database that can catapult you ahead of the competition. * Examine two case studies with practical applications of the data-mining mystique * Uncover the power of artificial intelligence * Learn how neural nets, visualization, and induction can help you find the data you need Speaker: Linda Holt, Insurance Sales Consultant, Acxiom Corporation Monday, 2:45 - 4:00 p.m. Plugging Up the Holes in the Bottom of Your Bucket: Case Studies About the Knowledge Solution Take a journey through the customer-knowledge frontier to learn how you can prevent your banking and credit card relationships from turning into dreadful, commercial divorce. * Learn how to establish multiple relationships through cross-selling * Find out how your back-end reality can live up to the front-end promises you've made * Discover vital tools for customer retention Speaker: Jim Accomando, President, Accomando Consulting Tuesday, 10:00 - 11:15 a.m. Snaring Customers in Your Web Did you build it, and hope they would come? Too many companies are charmed by the technology of the net, sacrificing marketing to the new corporate icons - Web masters. * Examine two case studies that detail successful applications * Explore the complexities of making the Web work * Learn about necessary site architecture, prospect drivers, multiple pages, content and action devices Speaker: Warren Hunter, President, DMW Philadelphia Tuesday, 2:30 - 3:30 p.m. Case Study Blueprints and Roadmaps: Controlling Insurance Direct Marketing Success Examine five concrete strategies used by JCPenney Life, GEICO, Allstate Life, Physicians Mutual, and USAA (plus a snapshot of AIG, Insure Direct and a few others) to catapult these companies into insurance direct marketing leadership roles. * Learn three surefire tactics to boost your response, and your customer loyalty * Understand how five companies have used direct marketing to succeed * Find out how to use these strategies in your own organization Speaker: Don Jackson, Chairman, The Jackson Consulting Group, Ltd. Tuesday, 4:30 - 5:30 p.m. Delivering the Right Offer to the Right Person - The Credit Card Issuer Connection List creation for credit card issuers is key to getting the right offer to the right person. Explore existing technology from "defragmentation" to "Extract Plus" that allows card issuers to access advanced technology that delivers the "right" people. * Learn how to develop programs that will keep your customers coming back * Examine two case studies that make the connection Speaker: Jan Davis, Senior Vice President, Performance Data Wednesday, 10:30 - 11:30 a.m. Guerrilla Warfare: Finding and Retaining the Best and Brightest Direct Marketing Talent A new research study reveals best practices of leading direct marketing insurance and financial services companies to keep their most valuable employees and develop feeder programs to funnel new recruits. * Find out which companies are the best in developing and retaining direct marketing talent and how they do it * Learn 10 tactics you can utilize to improve your company's recruiting practices * Discover five key elements to reduce turnover, and to increase satisfaction and retention of your best people Speaker: Greg Bruner, Senior Vice Presiden, Michael Edwards Communications, Inc. return to top MANAGEMENT CHALLENGES Sunday, 1:30 - 3:45 p.m. Advanced Direct Marketing Strategy This high-level class will teach advanced components of direct marketing strategy, including how to respond to declining response rates, business expansion and product development, global expansion, vertical and horizontal planning, and the right and wrong uses of the Internet. * Look at reactive problem solving vs. proactive problem solving * Discuss approaches to pricing and premiums * Look at back-end strategies and continuity tactics Speaker: Ed Nash, President, Team Nash Monday, 1:00 - 2:15 p.m. Special Event! Executive Forum Data Protection and Fair Information Practices Come meet with your peers and discuss the high-level industry issue of fair information practices and data protection. You must be a CEO, president, or have similar title/job function to participate in this executive forum. Preregistration is required and attendance is strictly limited. Registrations will not be accepted on-site. To inquire about attending, please contact Christina Cocoves at ccocoves@the-dma.org or 212.790.1505. Monday, 2:45 - 4:00 p.m. 21st Century Direct Response Fund Development Sponsored by The DMA Non-Profit Council Explore the societal trends that are changing the way nonprofit organizations conduct business and the consumer attitudes and behaviors that are changing the way nonprofit organizations communicate with donors. * Understand how business development is changing and how marketplace changes will affect your business * Learn what's hot and what's not, when to break with tradition and when to hold onto it * Discover ways to integrate promising trends into your development programs to improve results Speakers: Lindy Litrides, Senior Vice President, Relationship Marketing, Arthritis Foundation Dwight "Butch" Maltby, President, The Maltby Group, Ltd. Monday, 2:45 - 4:00 p.m. Hiring and Keeping the Best Direct Marketing Talent Participate in a detailed discussion of the core elements of a successful acquisition and retention program that adds value to an organization and its shareholders. * Learn how to more effectively evaluate, select and attract the best available candidates for a specific position, and keep them from jumping to the competition * Understand which managerial skill sets are needed to improve the overall performance of your team * Find out how to identify candidates with the essential skill sets of the future Speakers: Dennis Troyanos, Principal, Direct Marketing Division, Gundersen Partners Gerry Brewer, President, WestWayne Database Marketing Monday, 4:15 - 5:30 p.m. A Day at the Improv - Theories and Practice of Innovation and Experimentation in Forging Direct Marketing Strategies Look at how direct marketers must have flexibility and vision to keep pace with change by using experimental approaches, organizational creativity, innovation and improvisation. * Gain useful techniques for ideation * Learn how to counter ingrained habits * Discover ways to approach the task of deconstructing "silo" marketing structures Speaker: Rich Feldman, Senior Vice President, Executive Marketing Director, Blau Marketing Technologies Monday, 4:15 - 5:30 p.m. Special Event! Executive Forum Retooling Your Business to Combat Declining Response Rates Come meet with your peers to discuss how to combat declining response rates in the industry. You must be a CEO, president, or have a similar title/job function to participate in this executive forum. Preregistration is required, and attendance is strictly limited. Registrations will not be accepted on-site. To inquire about attending, please contact Christina Cocoves at ccocoves@the-dma.org or 212.790.1505. Tuesday, 10:00 - 11:15 a.m. The Future of Direct Marketing in an E-Commerce World What does the future hold for the direct marketing industry? Join a discussion with some of the foremost industry leaders as they contemplate how our industry will change in the future. * Get first-hand accounts of the changes shaping the industry * Hear personal predictions about how we'll need to change in the future * Prepare for the future of your own business David Dieterich, Vice President, NetSave.com, Hanover Direct William Gorog, Chairman, IntelliData Tuesday, 10:00 - 11:15 a.m. Prize-Winning Advice for Your Sweepstakes Promotions Sweepstakes marketers have had a fierce year contending with legislation at the federal and state levels and much negative media attention. Complying with The DMA's extensive self-regulatory guidelines relating to sweepstakes and adhering to Recommended Customer Practices can help you sucessfully execute sweepstakes. * Learn how to promote sweepstakes that compy with federal legislation * Hear about The DMA's Sweepstakes Helpline * Find out how the Helpline can assist you in helping your customers Marsha Goldberger, Director, Ethics and Consumer Affairs, Direct Marketing Association Tuesday, 2:30 - 3:30 p.m. Acquisitions: Strategic, Economic and Process Management for Successful Outcomes Explore the protocol for acquisitions, the changing economics of the M & A marketer and why direct marketing is attractive to buyers in the first half of this two-part session on acquisitions and divestitures. * Discover the 28 initial questions to answer before beginning the acquisition process * Find out how valuations are made and what the multiple of EBITDA means in today's deals * Hear what the "end-game" means to CEOs and to owners Speaker: Don Libey, President, Libey Incorporated Tuesday, 4:30 - 5:30 p.m. Divestitures: Strategic, Economic and Process Management for Successful Outcomes In the second half of this two-part session on acquisitions and divestitures, examine the process of divesting and understand what your business is worth, how it is valued, who is the right buyer and how to protect it from competitors who are "just looking." * Hear about valuation strategies for maximizing your sale price * Discover the 47 questions to ask before deciding to sell your company * Understand what to expect in a "roll-up" Speaker: Don Libey, President, Libey Incorporated Wednesday, 10:30 - 11:30 a.m. Essential Monthly Performance Measurements for CEOs of Catalog Companies Understand what you need to measure and monitor to determine the difference between success and failure in your catalog operation. * Discover what critical items need to be measured * Learn how to measure performance effectively * Find out how long you need to compare measurements to detect meaningful trends in your catalog company Speaker: Stan Fridstein, President, Synapse Infusion Group return to top MARKETING INTELLIGENCE Sunday, 1:30 - 2:30 p.m. Fundamental Lies, Damn Lies, and Statistics: An Introduction to Modeling Sponsored by The DMA Research Council Review the ins and outs of predictive model development, focusing on basic descriptive and predictive analysis techniques such as correlation analysis, bivariate analysis, factor analysis, customer profiling, zip code performance aggregation, and cluster analysis. * Understand the differences between factor analysis, cluster analysis, customer profiling, and predictive modeling * Learn a step-by-step process to develop your own predictive models * Hear the common mistakes made by inexperienced model developers Speaker: Michael Blix, Director, Modeling & Analytic Services, DynaMark, Inc. Monday, 1:00 - 2:15 p.m. Who's on the Web - An In-Depth Look at the Demographics We're constantly deluged with figures of who's online and how often. The figures always seem to be different depending on whom you ask. * Take a look at the current numbers, and understand which ones matter * Examine demographics and psychographics on people actually engaged in e-commerce * Get predictions about how the numbers will grow, and what it will mean to your business Speaker: Scott Reents, Analyst, Cyber Dialogue Monday, 2:45 - 4:00 p.m. Data Mining With Tree-Based Tools: New Heights in Segmentation Sponsored by The DMA Research Council Tree-based models, such as CHAID and CART, allow you to extract actionable knowledge in the form of tree diagrams from complex databases. Using examples from catalogs, business-to-business, and financial services, understand how CART can be used to automatically search for important relationships, and uncover hidden structure in marketing data warehouses. * Learn how CART can be used for data mining * Hear about eight types of knowledge discovered in one dataset * Be warned about special situations where CART should not be used Speaker: Richard Deere, Senior Consultant, Data Mining, David Shepard Associates, Inc. Monday, 4:15 - 5:30 p.m. 77 Truths About Direct Marketing to the 50+ Mature Market To be successful in direct marketing today, you must recognize and speak differently to the many sub-segments within the 50+ market, from Boomers to the Aged (and everything in-between!). * Learn mature communications techniques that work and those that don't * See examples of major insurance, healthcare, travel, catalog, and other companies trying to reach this market, with analysis of their levels of success * Receive a free copy of Medina and Migliaccio's new book, 77 Truths About Marketing and Direct Marketing to the Mature Speakers: Kurt Medina, President, Medina Associates John Migliaccio, President, Maturity Mark Services Company Tuesday, 7:15 - 8:15 a.m. Targeting Cohort Values to Capture Explosive Response Rates Individuals born during a similar time period make up a generational cohort producing common values that can be used in target marketing. * See how targeting age groups by cohort values has been successful for numerous organizations * Understand the process by which cohort marketing is effectively undertaken * Hear about specific promotional copy and context tools to execute cohort marketing Speaker: Charles D. Schewe, Principal, Lifestage Matrix Marketing Tuesday, 10:00 - 11:15 a.m. Fundamental Turning Your Data Into Information-Based Marketing - A Utility Case Study Sponsored by The DMA Utilities Group A customer-choice program in the utility industry involving the development and installation of a marketing database can effectively identify and target consumer and prospect market segments. * Learn how other utilities have used market research to identify profitable customers and obtain actionable results * Understand how data analysis and modeling is used to determine and size the target market * Discover the key characteristics of a database developed for organizations entering new markets Speaker: Duane Dahlheimer, Vice President, Business Development, DiMark/Harte-Hanks Tuesday 2:30 - 3:30 p.m. Using Research to Measure and Improve Internet Marketing Discuss the strengths and limitations of different research approaches, including focus groups, online surveys, usability tests and eye-tracking of viewing patterns, and learn guidelines for using research effectively. * Gain insights to improve the impact of your company's Internet marketing efforts * Understand how to use research to measure the influence of Internet marketing in driving sales * Learn what research methodologies are available to guide and improve Internet marketing Speaker: Scott Young, Vice President, Perception Research Services, Inc. Tuesday, 4:30 - 5:30 p.m. Case Study Deciphering and Implementing Customer, Information-Based Strategies The complexities of customer relationships require nurturing and communication strategies to develop and maintain loyalty. Hear how Sears Canada has used customer information to expand its active customer file and achieve greater sales. * Learn how to overcome corporate barriers with customer information * Understand the power of leveraging multiple channels for greater customer profitability * Find out how Sears Canada approaches loyalty while increasing customer value to the company Speakers: Laura Novikow, Customer Development Project Manager, Sears Canada Mary Lou Kolodzief, Director, Consulting Services, Retail Target Marketing Systems, Inc. Tuesday, 4:30 - 5:30 p.m. Preparing for Generation Y and Beyond Forget about Generation X. The real market to be concerned about are the teenagers that make up Generation Y. And even scarier, the kids under 10 who are on their computers by age two. This cohort is growing up digital and will change the face of the future consumer. If you plan on being in business in 10 years, you have to prepare now. * Get a glimpse of the size and future purchasing power of this new generation * Predict the values of the under 10-group, and what will be important for them as they grow into consumers * Prepare now to meet the challenges and opportunities of the truly digital consumer Speaker: Ann Clurman, Partner, Yankelovich Partners Wednesday, 10:30 - 11:30 a.m. Fundamental Testing Basics: Proven Principles for Improving Testing Effectiveness Sponsored by The DMA Research Council Testing is the lifeblood of every successful direct marketer. Learn practical methods of combining statistical principles, such as factorial design and blocking with direct marketing knowledge. * Learn how to optimize test accuracy and obtain the maximum amount of usable information for every dollar spent * Find out how to determine if test results are statistically significant, and ensure that they will hold up * Understand how to design tests, set sample sizes, and use data-mining techniques to uncover hidden insights Speakers: Kenneth Hartmann, Consultant, David Shepard Associates Randy Hlavac, President, Marketing Synergy, Inc. Wednesday, 10:30 - 11:30 a.m. Managing Brand Equity in a Changing World: Marketing Musts and the New Mature Consumer As 76 million baby boomers enter the 50+ market - at the rate of one every seven seconds for the next 15 years - the mature market is fast becoming the new epicenter of American marketing. * Find out what marketers need to know about the new mature consumer and the changing role of the 50+ market * Discuss how to attract and retain this powerful and influential purchasing group * Understand the challenges of marketing to the Age Wave, and how to break through to a new breed of marketing resistant-consumers Speaker: William Burkhart, President, Age Wave IMPACT return to top MEDIA CHANNELS & CHOICES Sunday, 1:30 - 2:30 p.m. Optimize Performance Through a Full-Service, Single Point-of-Contact Call Center Sponsored by The DMA Teleservices Council Delight your customers by integrating customer service and the inbound/outbound sales function in an interactive (telephone, e-mail, Internet) in-house marketing environment. * Understand if an integrated call center is right for you * Learn how to analyze your labor force to determine if you have the right resources * Find out how to use call blending and skills-based routing to achieve your goal Speaker: Tarry Davis, Vice President, Customer Contact Centers, The Oreck Corporation Monday, 7:30 - 8:30 a.m. What's the New Mix? DTW...SDRTV...SDM The age-old question of where do you put your media dollars is becoming more complex with the Internet. Understand whether you should be spending heavy to drive people to the Web (DTW) or off the Web (personalized fulfillment). * Look at what the future holds for banner ads * Get a fresh, new look at the media mix Monday, 1:00 - 2:15 p.m. Case Study Using Non-Solicitation Telemarketing to Boost Revenue Sponsored by The DMA Non-Profit Council Explore actual examples of how companies have implemented telemarketing techniques that surpass straight solicitations. * Hear two leading nonprofits describe how they have achieved superior customer service with the telephone * Discover the success of outbound cultivation * Learn how to plan giving programs that result in increased revenues Speakers: Kristen McCurry, Director, Direct Marketing, American Cancer Society Tim Twardowski, Executive Vice President & COO, InfoCision Management Corporation Charlie Cadigan, Vice President, Epsilon Jeanne Harris, Associate Director of Development, Account Management Margaret Guellich, Director, Direct Marketing, Catholic Relief Services Monday, 2:45 - 4:00 p.m. Case Study Adding Life and Longevity to Your Promotion Through the Back End Sponsored by The DMA Broadcast Council Advance planning for the implementation of appropriate back end steps, including the use of continuity, retail, direct mail, and outbound telemarketing, can be the essential difference between success and failure in a direct response campaign. * Understand why a successful back-end must be part of the initial promotion-planning process * Learn from actual campaigns that have met and exceeded goals through back-end approaches * Find out how telemarketing can be used to gather data, adjust parameters, generate additional revenue - and be well received by your customers Speakers: Gail Eberlein, President, Direct Response Enhancements Marla Hoskins, Director of Consumer Marketing, Intuit Chris Conderino, SVP/Director, Client Services, TBS Media Management Monday, 2:45 - 4:00 p.m. Case Study High Growth Strategies Across Multiple Channels This session will highlight Dell's challenges in creating a highly flexible and extendable customer relationship management system, which crosses both business-to-business and business-to-consumer segments, while maintaining a 50 percent growth model. * Learn five pitfalls and five elements for developing a successful CRM solution * Understand how to build a flexible CRM solution to support 50% growth across the Web and direct marketing channels * Hear a case study of how to use CRM to support Internet sales Speakers: Carter Forringet, Director, Database Marketing, Dell Computer Corporation Christopher Geiger, Vice President, Sales &Marketing, Tessera Enterprise Systems Monday, 4:15 - 5:30 p.m. Case Study Fundamental Alternate Media Case Studies - From Implementation to Response Analysis Sponsored by The DMA Alternate Response Media Council Discuss in detail the reasons for success and failure of four case studies. Topics will include getting started, implementation, examples of successful offers, creative, print formats, cost-effectiveness, targeting specific groups, smart testing methods, continuation formulas, and response analysis. * Understand how to use alternate media to cost-effectively generate leads and increase sales * Discover essential ingredients of successful alternate media campaigns * Learn how alternate media is fast becoming a mainstream marketing system for many direct marketers and other national advertisers Speakers: Jeff Holland, Southwestern Bell Direct Marketing Linda Callahan, Senior Vice President, Leon Henry, Inc. Chris Hulse, President,Madison Direct Marketing, Ltd. John Logan, Special Projects Manager,Ameritech Advertising Services Monday, 4:15 - 5:30 p.m. Direct Marketing Through Interactive TVS.It's Finally Here! Is Your Company Ready? Sponsored by The Association for Interactive Media (AIM) Ever thought of targeting consumers through a profiled cable TV service? Now is your chance to get a leg-up on your competitors by learning about the future of direct marketing through the TV. * Hear about the latest technologies and developments for direct marketers to use this new medium * Understand how to maximize your marketing potential though new interactive platforms * Learn about the type of profiling that can be done in this arena Ben Isaacson, Acting Executive Director, AIM Panel to be determined Tuesday, 10:00 - 11:15 a.m. Fundamental Turn Customer Management Into Profit Sponsored by The DMA Teleservices Council Outsourcing can be an effective alternative for companies focused on their core business while trying to keep up with competitors offering customer service by phone, fax, e-mail sales and the Internet. * Discover various alternative approaches to outsourcing call center activities * Learn what to expect of an outsourced solution, and what the agency expects of you * See how outsourcing solutions work in different cultures on three continents of the world Speakers: Philip Cohen, Philip Cohen Consultant AB Nino DiCosmo, Marketing Director, Centrobe International Bibi Bajwa, Director, Teleperformance United Kingdom Sharon Barnett, Senior Vice President, Global Solutions, Prestige International Tuesday, 2:30 - 3:30 p.m. Making the Web Work in Conjunction With Traditional Channels For many companies, the Internet is not the only commerce or marketing channel. Learn how to integrate traditional channels with the Internet to build a consistent message, create more effective communication, and increase sales. * Examine the potential risk of cannibalizing sales in other channels * Learn how other forms of direct response can drive traffic to your site * Find out how not to alienate your retail channels Chris Peterson, President, FusionDM Tuesday, 4:30 - 5:30 p.m. Case Study DRTV's Impact on Other Product Distribution Channels Sponsored by The DMA Broadcast Council Direct Response Television can have a significant impact on other media channels, such as retail and space ads, to create the first impression. * Understand how DRTV can move other channels * Learn product marketing strategies including the analysis and results of the good and the bad * Understand the importance of a well-executed integrated marketing strategy Speaker: Collette Liantonio, President, Concepts TV Productions Wednesday, 10:30 - 11:30 a.m. The Reinvention of Telemarketing -- Look Ahead or Be Left Behind Quantify the effects severe labor shortages, outbound call clutter, privacy, Y2K, and new technologies are having on brands in the phone channel and how innovators are responding with radical paradigm shifts in employment practices, call patterns, Y2K disaster plans and new technologies. * Measure the environmental threats to your call center, illustrating the necessity for enormous change for future call center success * Learn strategies that can transform threats into competitive advantage * Find new solutions for the phone channel, from ending the worldwide wait to maintaining sufficient qualified staff Speaker: Mitchell Lieber, President, Lieber & Associates return to top

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