Power Forum: The DMA's 1999 State of the Catalog Consumer and Industry Report
Saturday, October 23, 2:30 - 3:45 p.m.
718 A, Convention Centre, South Bldg., Level 700


Track: The DMA Catalog Weekend
Moderator: Ann Zeller, Vice President, Information & Special Projects, The DMA
Speakers: Jack Baer, Vice President, Muldoon & Baer; Bill Dean, President, W.A. Dean & Associates; Anne McConnell, Director, Research, The DMA

The $93 billion catalog industry is a vital sector of the U.S. economy. The results of two comprehensive DMA catalog research efforts will be showcased:
* Catalog Non-Buyers: Who Are They and Why Don't They Shop by Mail?
* The 1999 State of the Catalog Industry Report - First Time Being Released in Full! Ground-breaking DMA consumer research will focus on the 40+ percent of the U.S. population that has never shopped or has stopped shopping by catalog. What are the demographics? What's behind the non-buyer behavior? What can the catalog industry do to break down barriers?

The 1999 catalog industry survey will showcase the dynamic trends and practices that drive this industry, including special focuses on marketing (including interactive), merchandising, operations, financial, and strategic planning, and give you economic projections for catalog sales, expenditures, and employment through 2004.

The Absolute Essentials - ICRM
Saturday, October 23, 2:30 - 3:45 p.m.
104D, Convention Centre, North Bldg., Level 100

-Track 4: International Customer Relationship Management(ICRM)

Track: The DMA Global Direct Marketing Weekend
Speakers: Sheila K. O'Brien, Vice President, Techmar Consulting LTD; Sandi Cesko, President, Studio Moderna

Core direct marketing capabilities, such as sophisticated order taking, fulfillment, and customer service, are the foundation for developing lifetime relationships. This session will discuss how they are applied in a global direct marketing campaign.

The Absolute Essentials - Internet & New Technology
Saturday, October 23, 2:30 - 3:45 p.m.
104C, Convention Centre, North Bldg., Level 100

-Track 3: Internet and New Technology - The Impact on Global Direct Marketing

Track: The DMA Global Direct Marketing Weekend
Speaker: Ian Hughes, Marketing Director, MM Group

Once you have a Web site, you are global! Are you prepared for it?
* Learn how to build a profitable Internet Web site
* Discover how to maximize your profits

The Absolute Essentials - Privacy & Data Protection
Saturday, October 23, 2:30 - 3:45 p.m.
104B, Convention Centre, North Bldg., Level 100

-Track 1: Privacy and Data Protection - Protecting Your Rights to Market Internationally

Track: The DMA Global Direct Marketing Weekend
Speakers: Sheila Donovan, Vice President, Sales & New Business, Global-Z International; Mark Bridges, Vice President, Divisional Director, Mokrynski & Associates International

U.S. direct marketers have enjoyed a relatively open market on the use of databases and customer information - internationally it's a different story.
* Hear about privacy concerns and initiatives all around the world that could impede the growth of your international business
* Learn practical information on international database laws

The Absolute Essentials - Proven Market Strategies
Saturday, October 23, 2:30 - 3:45 p.m.
104A, Convention Centre, North Bldg., Level 100

-Track 2: Proven Market Strategies - Entry and Development

Track: The DMA Global Direct Marketing Weekend
Speakers: Elizabeth Weimer, Director of Client Services, International Marketing Solutions; Douglas Sacks, Senior Vice President, Infocore, Inc.

Designed for the beginner international marketer or a marketer who needs a refresher on the basics, this session offers:
* A step-by-step approach on how to enter a foreign market
* Strategies for researching a market and finding contacts
* How to decide which markets are right for your company

4:00 - 5:15 p.m.

Beat the Control While You Wait!
Saturday, October 23, 4:00 - 5:15 p.m.
206B/D/F, Convention Centre, North Bldg., Level 200


Track: The DMA Creative Weekend
Speaker: Herschell Gordon Lewis, Chairman, Communicomp & President, Lewis Enterprises

This quick creative workshop, offering on-the-spot tips and critiques, is not for the faint of heart. As long as you remember to bring your brain, you'll have the opportunity to:
* Test your ideas, instantly
* Participate in a rapid-fire creative shootout
* Take an exhilarating romp through the creative jungles

Building Your Catalog Business by "Prospecting Outside the Box"
Saturday, October 23, 4:00 - 5:15 p.m.
718 A, Convention Centre, South Bldg., Level 700


Track: The DMA Catalog Weekend
Speakers: Brian Blanchard, Director, Business Development, Novus Marketing; Jillian Segal, Director of Customer Development, Staples Direct; Chris Pedersen, Manager, Lead Generation, Grand Circle Corporation

This session will address the different types of alternative media available to catalogers.
* Hear the latest case studies of catalogers utilizing alternative prospecting methods
* Discover alternative media options for prospecting, understand the relative costs associated with each alternative prospecting method, and gain insight into the pros and cons of each of these alternative approaches

Compelling Creative: Maximizing Different Media
Saturday, October 23, 4:00 - 5:15 p.m.
205A/B/C/D, Convention Centre, North Bldg., Level 200


Track: The DMA Creative Weekend
Speakers: Richard Eber, Executive Creative Director, McCann Relationship Marketing; Bob Walker, Marketing Director, Ethicon Endo Surgery; Deborah Radcliffe, Senior VP, Group Director, McCann Relationship Marketing

Some calls to action have to be more compelling than others. Learn new techniques from this direct-to-consumer healthcare campaign that relies heavily on creative strategy and execution.
* Explore the relationship between different media throughout one campaign
* Look at new ways of launching a campaign aimed at a procedure, rather than a more traditional product
* Hear the results from a campaign that included no general advertisement in its quest to initiate consumer follow-up

Creative Catalog Case Studies - Working Harder for the Bottom Line
Saturday, October 23, 4:00 - 5:15 p.m.
714, Convention Centre, South Bldg., Level 700


Track: The DMA Catalog Weekend
Speakers: Lois Boyle, Senior Vice President, J. Schmid & Associates; Beth McIlroy, Manager, Catalogue Creation, Sears, Canada; Jean O. Geismann, Creative Director, Plow & Hearth

This session explores how to design customer communications that produce specific results and cure what "ails" most catalogs.
* In-depth case studies will present creative solutions that speak to that one-time buyer with a low average order
* Learn how these panelists design catalogs that work harder for the bottom line

Data Mining to Drive Profits for Catalogs
Saturday, October 23, 4:00 - 5:15 p.m.
716, Convention Centre, South Bldg., Level 700


Track: The DMA Catalog Weekend
Speakers: Alan Weber, CEO, DataPlus Millennium, LLC; Anita Charney, Marketing Director, King Schools; Alan Rimm-Kaufman, Director of Marketing Research, Crutchfield Corporation

This panel discussion will review simple, time-tested strategies catalogers have used to mine their databases profitably.
* Discover new ways to mine customer data with your catalog
* Build the long-term value of customers with low initial orders
* Make the right offer based on past purchase
* Reach high RFM customers more often and gain proven strategies for mining marginal names

Developing a Successful Direct Marketing Campaign: The Principles When Going Global - Part 2
Saturday, October 23, 4:00 - 5:15 p.m.
Ballroom B, Crowne Plaza Hotel, Lower Level


Track: The DMA Business-to-Business Weekend
Speakers: Lois Geller, President; Michael J. McCormick, VP, Creative Director, Mason & Geller Direct Marketing

Excellence in Operations - Finding Your Catalog's Growth and Profit Improvement Process
Saturday, October 23, 4:00 - 5:15 p.m.
717, Convention Centre, South Bldg., Level 700


Track: The DMA Catalog Weekend
Speaker: Bert O'Malley, Principal, Bert O'Malley Consulting

This session will take you through a step-by-step process for streamlining the operational well-being of your catalog.
* Discover the specific process that you can use to find the "sweet spot" between the often-conflicting goals of profit and growth
* Get an analysis of the current business cost structure, circulation performance evaluation, merchandise performance evaluation, the balancing of circulation and merchandising strategies, and the creation of the contact strategy and sales plan
* See how improvements can impact the profit-growth balance of your entire business

Integrated Direct Marketing: How to Achieve Double-Digit Response - Part 2
Saturday, October 23, 4:00 - 5:15 p.m.
Ballroom A, Crowne Plaza Hotel, Lower Level


Track: The DMA Business-to-Business Weekend
Speaker: Scott P. Hornstein, Senior Partner, Ernan Roman Direct Marketing

Keeping It In-house vs. Outsourcing Your Teleservices: Determining What Will Work for You!
Saturday, October 23, 4:00 - 5:15 p.m.
Ontario, Crowne Plaza Hotel, Lower Level


Track: The DMA Business-to-Business Weekend
Speakers: Jeff Perlman, Group Director, Wunderman Cato Johnson; Elise Libow, VP, Group Director, Teleservices, Wunderman Cato Johnson; Clif Critchlow, VP, Sales, Convergys

The quality of your teleservice operations ultimately diminishes as your TSRs' workload increases. The solution may be found in outsourcing some of your efforts.
* How to determine when your in-house efforts are falling short
* The essential qualities you must consider when looking to outsource
* How to in-house and outsource your teleservicing simultaneously

Market Entry and Development for Asia
Saturday, October 23, 4:00 - 5:15 p.m.
104A, Convention Centre, North Bldg., Level 100

-Track 2: Proven Market Strategies - Entry and Development

Track: The DMA Global Direct Marketing Weekend
Moderator: Frank Ward, International Marketing Director, Neo-Tech Worldwide
Speakers: Stacy Parks, Director of Marketing, Agora International; James Thornton, Managing Director, Mailing Lists (Asia); Anthony Green, Health and Beauty Direct U.K.

Panels on Asia, Europe and Latin America will delve into the actual challenges of entering into these markets. Find out how industry leaders have still profited despite many current and looming cross-border hurdles.

So You Have a Web Site -- Now What? How to Use the Net for Global Growth
Saturday, October 23, 4:00 - 5:15 p.m.
104C, Convention Centre, North Bldg., Level 100

-Track 3: Internet and New Technology - The Impact on Global Direct Marketing

Track: The DMA Global Direct Marketing Weekend
Moderator: Ian Hughes, Marketing Director, MM Group
Speakers: Tim Westwell, Director, International Payment Services; Luc Robijns, Partner, LUON; Colin Lloyd, Chairman, DMA UK

Are you using the Internet to its full potential? When it comes to the Internet, the possibilities for profit are endless.
* Internet vs. catalogs, which works best?
* What are the new business opportunities generated by Web-enabled call centers?
* How do you really make an Internet strategy profitable?

The European Union's Data Protection Directive: How Can I Protect and Grow My International Business?
Saturday, October 23, 4:00 - 5:15 p.m.
104B, Convention Centre, North Bldg., Level 100

-Track 1: Privacy and Data Protection - Protecting Your Rights to Market Internationally

Track: The DMA Global Direct Marketing Weekend
Moderator: Charles Prescott, Vice President, International Business Development & Government Affairs, Direct Marketing Association
Speakers: Joseph Furnia, President, Intellitec; Alastair Tempest, Director, General/Public Affairs & Self Regulation, FEDMA; Scott Blackmer, Partner, Wilmer, Cutler & Pickering

This diverse panel will allow international marketers to hear and participate in discussing the impact of the latest government restrictions.
* What are the facts and what are the myths?
* How will the European Union's Data Protection Directive impact my business?
* Will my company be able to handle the costs of complying with European demands?
* What impact will it have on e-commerce?

The Out-Bound Communications: How to Cost Effectively Identify Your Next International Customer
Saturday, October 23, 4:00 - 5:15 p.m.
104D, Convention Centre, North Bldg., Level 100

-Track 4: International Customer Relationship Management(ICRM)

Track: The DMA Global Direct Marketing Weekend
Moderator: Robert Howells, Director, International Business Development, Harte-Hanks Response Management
Speakers: Mary Teahan, Vice President, Correo Argentino; Susanne Hornikel, Direct Success; Rosemary Smith, Managing Director, Schober

Get up-to-date information on getting the international leads you want within your budget.
* What is the list availability worldwide and how can you find new sources?
* What are international list hygiene issues?
* How to implement an international lead management system

The Return of the Great Creative Shoot-Out - Part 1
Saturday, October 23, 4:00 - 5:15 p.m.
206A/C/E, Convention Centre, North Bldg., Level 200


Track: The DMA Creative Weekend
Speaker: Judges To Be Announced

Forget tight schedules - this one's ridiculous! You'll have just under 24 hours to come up with great creative concepts. And we won't pay you a cent!
* Pick up an assignment, and sweat creativity until 2:45 p.m. Sunday, when you'll present your pitch to the judges
* The Shootout is a great chance to impress our judges - each a highly accomplished creative director
* As if that isn't enough, we've got tacky prizes from a quick trip to the local toy store

Using Dynamic Customer Information to Accelerate Demand
Saturday, October 23, 4:00 - 5:15 p.m.
Niagara, Crowne Plaza Hotel, Lower Level


Track: The DMA Business-to-Business Weekend
Speaker: Brenda Chin-Hsu, CEO, BuyerZone.com

Business-to-business electronic commerce rang up $18.6 billion in online transactions in 1997 and will reach $842 billion by the year 2002. Has that peaked your interest? Discover how the Internet offers a new low-cost channel to reach a rapidly growing, attractive audience of corporate buyers and how you can turn those buyers into your customers.
* How to take advantage of the Internet's power in innovative ways
* What key questions you must ask when evaluating your options

8:45 - 9:45 a.m.

Building Brand and Leveraging Your ROI Advertising to Acquire and Retain Customers - Part 1
Sunday, October 24, 8:45 - 9:45 a.m.
Ballroom A, Crowne Plaza Hotel, Lower Level


Track: The DMA Business-to-Business Weekend
Speaker: Richard Rosen, President & CEO, Rosen/Brown Direct

Your brand might be strong in your market, but have you ever thought of expanding that brand to other avenues? A whole new world of customers awaits you, if you know how to reach them.
* How to build and maintain brand over time and generate sales today
* How to integrate the sales/lead process into the advertising model to push the potential customer through the sales cycle

Building a Useful Global Database - How to Prove Its Impact on Your Bottom Line
Sunday, October 24, 8:45 - 9:45 a.m.
104B, Convention Centre, North Bldg., Level 100

-Track 4: International Customer Relationship Management(ICRM)

Track: The DMA Global Direct Marketing Weekend
Speakers: Paul Skinner, Business Development, Acxiom; Milton Pedraza, Regional Manager for CRM, Latin America, Citibank

Knowing how to leverage your database investments can have a significant impact on your bottom line. Learn how to integrate databases with multiple formats and languages, among other issues.
* What you should know about international address formatting standards
* How to avoid the pitfall of Ògarbage in/garbage outÓ
* How to successfully use information from diverse databases

Design Counts: The Difference the Right Design Makes
Sunday, October 24, 8:45 - 9:45 a.m.
206A/C/E, Convention Centre, North Bldg., Level 200


Track: The DMA Creative Weekend
Speakers: Sandra Blum, President, Blum & Co.; Ron Marshak, Ron Marshak Creative Services

Don't miss this opportunity to zero in on the big difference that the right design makes in response. See examples of creative work that works!
* Find out what works for audiences today - retro looks, magalogs and bookalogs, package design, and tips for technical audiences
* Discover when to whisper, when to shout
* Analyze successful brand-building, direct-response design

E-Commerce: Creating an Effective System That Increases Your Bottom Line
Sunday, October 24, 8:45 - 9:45 a.m.
104C, Convention Centre, North Bldg., Level 100

-Track 3: Internet and New Technology - The Impact on Global Direct Marketing

Track: The DMA Global Direct Marketing Weekend
Moderator: Eileen Fraser, Director, Direct Marketing, Carparts.com
Speakers: Sheryl Stopka, President, SAS Global Direct; Doug Topken, Sr. Manager, Interactive Marketing Enterprise Web Management, IBM Corporation; Jo Van Samang, Managing Director, Harte-Hanks Response Management Europe; Marcelo Cacciola, Commerce Director, Latin America, Real Media

Keep up with the latest issues and ideas shaping the future of e-commerce around the world.
* How to attract a global audience and turn these leads into customers
* Find out where different countries stand in their use of e-commerce and Internet deployment

European Creativity: Daring to Give Better Results
Sunday, October 24, 8:45 - 9:45 a.m.
206B/D/F, Convention Centre, North Bldg., Level 200


Track: The DMA Creative Weekend
Speakers: Torkel Lien, Creative Director, Leo Burnett Direkte; Des Columb, Creative Director, Dialogue Marketing Communications

Ever wonder how European creativity fares with its wild humor? Case studies show how direct marketing creative can take responsibility for the total sales strategy.
* Learn to strengthen your brand through pure direct marketing creativity
* Realize that using humor isn't always dangerous
* Follow effective communication strategies from print to new media

From Channel Conflict to Hybrid Marketing: A Business Customer-Centric Evolution
Sunday, October 24, 8:45 - 9:45 a.m.
Ontario, Crowne Plaza Hotel, Lower Level


Track: The DMA Business-to-Business Weekend
Speakers: Conchita Robinson, VP, U.S. Sales Centers, IBM Corporation; John Guido, VP, Channel Sales, IBM Corporation

Customer demographics in the business-to- business marketplace have changed radically in the past decade, with better-informed customers increasingly seeking alternative delivery channels in the quest for more product value. Achieve success by learning to control these multiple channels.
* Learn to differentiate a true hybrid marketing model that is solely business customer- centric
* Gain the upper hand by making decisions based on real customer information and knowledge

How Postal Services Around the World Can Help Direct Marketers Enter New Markets
Sunday, October 24, 8:45 - 9:45 a.m.
104D, Convention Centre, North Bldg., Level 100

Roundtables
Track: The DMA Global Direct Marketing Weekend
Facilitator: Lawrence J. Chaido, Founder & Director, Transglobal Consultants

A unique opportunity to intimately discuss specific questions you have concerning some of the major issues for international marketers.

Market Entry and Development for Europe
Sunday, October 24, 8:45 - 9:45 a.m.
104A, Convention Centre, North Bldg., Level 100

-Track 2: Proven Market Strategies - Entry and Development

Track: The DMA Global Direct Marketing Weekend
Moderator: Yvonne Brandon, Global Direct Marketing Manager, IBM Software Group
Speakers: Jean-Claude Goldenstein, Managing Director, JCG International; Mike Gibson-Sharpe, Vice President, Marketing, British Telecommunications; Yseult Perilhou, International Accounts Manager, E.T.O. - Basalt

Panels on Asia, Europe and Latin America will delve into the actual challenges of entering into these markets. Find out how industry leaders have still profited despite many current and looming cross-border hurdles.

Opening General Session: Growing a Small Mail Order Business From the Ground Up!
Sunday, October 24, 8:45 - 9:45 a.m.
718A, Convention Centre, South Bldg., Level 700


Track: The DMA Catalog Weekend
Keynote Speaker: Bob Allen, President, The Vermont Country Store

The Vermont Country Store began in 1946 with the mailing of The Voice of the Mountains, a black and white catalog containing only 16 items, which was mailed to the founders' Christmas card list. More than 50 years later, that small black and white catalog is still being circulated.

Bob Allen will give a brief history of the company from 1946 until he joined it in 1982. He will chronicle the rapid growth period of the 1980's and end with a presentation of changes since 1994 that have been defined by a blend of entrepreneurship and strategic planning.

The New Basics: Taking Your Database to the Next Level to Profit From Commerce in an Internet Environment - Part 1
Sunday, October 24, 8:45 - 9:45 a.m.
Ballroom B, Crowne Plaza Hotel, Lower Level


Track: The DMA Business-to-Business Weekend
Speakers: Peter Quackenbos, Senior Data Architect, DiaLogos, Inc.; Mark Janowicz, Senior Data Architect, Inc.

You might have an enormous database, but is it clean? In this two-part session, you will see a methodology based on best practices of reference data, which in turn can be used in successful global business-to-business efforts.
* Gain an understanding of the core components of the reference-data architecture and the importance of applying them
* Learn how successful data maintenance is a function of the data load system audit and validation process

UAA: What it is & How Do You Stop It
Sunday, October 24, 8:45 - 9:45 a.m.
Niagara, Crowne Plaza Hotel, Lower Level


Track: The DMA Business-to-Business Weekend
Speaker: Michael Murphy, Manager, Address Management, United States Postal Service

As the mailroom is becoming overwhelmed by undeliverable-as-addressed (UAA) stamped direct mail pieces, you feel your pockets getting lighter and lighter. Discover how to stop this problem and make sure your customers are being reached.
* Review the results of the U.S. Postal Service's latest UAA cost study
* Get the latest in methods and options to help keep you in touch with your customers

Web Design: What Works, and What Doesn't
Sunday, October 24, 8:45 - 9:45 a.m.
205A/B/C/D, Convention Centre, North Bldg., Level 200


Track: The DMA Creative Weekend
Speaker: Amy Africa, President, Creative Results

Discover the secrets of the effective click-through, and begin generating orders and inquiries NOW. Content is king on the Web, and this session will show you why. Join us to explore:
* The three critical elements you should have on your home page
* Five design mistakes you should avoid like the plague
* Seven secrets of stickiness and how you can learn to make them stay

10:00 - 11:45 a.m.

Bottom Line Marketing: How to Predict the ROI for Direct Marketing
Sunday, October 24, 10:00 - 11:45 a.m.
Ontario, Crowne Plaza Hotel, Lower Level


Track: The DMA Business-to-Business Weekend
Speaker: James W. Obermayer, President, Sales Leakage Consulting

Have you ever felt that the amount of qualified sales leads is not meeting your expectations? Learn how to quadruple your leads, double sales and take control of your destiny.
* Discover how to predict the ROI for direct marketing
* Why satisfaction is a direct marketing program that creates qualified sales leads

Building Brand and Leveraging Your ROI Advertising to Acquire and Retain Customers - Part 2
Sunday, October 24, 10:00 - 11:45 a.m.
Ballroom A, Crowne Plaza Hotel, Lower Level


Track: The DMA Business-to-Business Weekend
Speaker: Richard Rosen, President & CEO, Rosen/Brown Direct

Managing Key Account Relationships to Maximize Customer Retention
Sunday, October 24, 10:00 - 11:45 a.m.
Niagara, Crowne Plaza Hotel, Lower Level


Track: The DMA Business-to-Business Weekend
Speakers: Jane Helsing, VP of Strategic Accounts, QI International, John Hopkins, Group President, Global Business Development, Fluor Corporation

Customer relationship management has become even more pertinent to direct marketing. This session provides guidance on how to best achieve collaboration in managing corporate-level relationships to ensure enhanced value for the customer.
* Discover the critical success factors for a global account management program
* Gain insight to the barriers you are likely to encounter in transitioning to global account management

The New Basics: Taking Your Database to the Next Level to Profit From Commerce in an Internet Environment - Part 2
Sunday, October 24, 10:00 - 11:45 a.m.
Ballroom B, Crowne Plaza Hotel, Lower Level


Track: The DMA Business-to-Business Weekend
Speakers: Peter Quackenbos, Senior Data Architect, DiaLogos, Inc.; Mark Janowicz, Senior Data Architect, DiaLogos, Inc.

10:00 - 11:15 a.m.

"Show Me the Money!" - Making the Financial Investment for a Multi-Channel Catalog
Sunday, October 24, 10:00 - 11:15 a.m.
716, Convention Centre, South Bldg., Level 700


Track: The DMA Catalog Weekend
Speakers: Will Von Klemperer, President, American Catalog Partnership; Morlee Griswold, Director, Direct Marketing, Patagonia; Terry Patterson, Former President & CEO, Frederick's of Hollywood; Steve Tamke, Vice President, Mokrynski & Associates, Inc.

Panel members will speak candidly and generally about the financial effects that occur when a single-titled catalog business crosses the line and opens up additional businesses.
* Learn procedures for evaluating potential investments in new channels
* Find out how to match the company's financial structure to the expanded business operations
* Get guidelines on internal accounting measurements of channel performance

40 Catalog Circulation Ideas in 40 Minutes
Sunday, October 24, 10:00 - 11:15 a.m.
717, Convention Centre, South Bldg., Level 700


Track: The DMA Catalog Weekend
Speakers: Mallory Weil, Vice President, Brokerage & Consulting, Clark-Mackain; Cindy Marshall, Marketing Manager, Freeport Studio; Judith Roberts, Vice President, Circulation, Wine Enthusiast; Mark Friedman, Vice President, Marketing, Company Store; Michael McGarry, Senior Vice President, Marketing, Rivertown Trading; Charlie Silver, Vice President, Marketing, Direct Marketing Enterprises

Join this outstanding panel of catalog experts as they share their valuable circulation ideas with you in a dynamic format.
* Get the latest in merge/purge techniques, house file and prospecting strategies
* Learn how to get the most out of cooperative databases and modeling approaches that are sure to drive profits
* Get the most out of this session by coming prepared with a list of questions to ask

99 Must-Have Brand-Building Ideas
Sunday, October 24, 10:00 - 11:15 a.m.
206B/D/F, Convention Centre, North Bldg., Level 200


Track: The DMA Creative Weekend
Speakers: Claudia Ossa, Senior Director, Sales & Marketing, BlissOut; Michelle Gilbert, Managing Director, MG Direct

Don't miss this fast-paced creative session as we explore some of the many ways that you can differentiate your brand.
* Create effective brand differentiation strategies to strengthen image, universe distribution and sales
* Develop ways to stand out in your customers' minds
* Examine multi-distribution branding, which can reinforce your image and identity while supporting alternate distributions

A Catalog Marketers Guide to the Internet - Part 1
Sunday, October 24, 10:00 - 11:15 a.m.
718 A, Convention Centre, South Bldg., Level 700


Track: The DMA Catalog Weekend
Speakers: Theodore A. Pamperin, Chairman, American Catalog Partnerships; Shawn Lockyear, Vice President, Catalog, Pleasant Company; Allen Abbott, President, American Catalog Partnerships

This session offers a strategic and high level tactical discussion focused on the concept of integrating the capabilities of an Internet communications medium with a catalog company's marketing and brand objectives.
* Explore examples of Internet tactics that are driven by core business strategies resulting in the most efficient media mix and operational solution for achieving corporate objectives
* Identify a typical catalog business' fundamental strategic objectives: branding, product, service, and financials
* Preview the basic functions, services and infrastructure that are required to support a typical range of Internet marketing, customer service and e-commerce Web site initiatives

Building a Creative Brand to Retain Loyal Catalog Customers
Sunday, October 24, 10:00 - 11:15 a.m.
714, Convention Centre, South Bldg., Level 700


Track: The DMA Catalog Weekend
Speakers: Glenda Shasho Jones, President, Shasho Jones Direct; Jaye Ellyn Goldberg, Creative Director, Tilley Endurables; Todd Simon, Executive Vice President, Omaha Steaks

In this session, hear directly from those who have been responsible for brand building in their companies. If you have anything to do with the way your catalog business is run or presented to the outside world, then you will benefit from this session.
* Hear about the roles that marketing, merchandising and creative play
* Learn strategies proven to create differentiation and recognition

How to Achieve a Highly Profitable Customer Response and Retention Rate
Sunday, October 24, 10:00 - 11:15 a.m.
104B, Convention Centre, North Bldg., Level 100

-Track 4: International Customer Relationship Management(ICRM)

Track: The DMA Global Direct Marketing Weekend
Moderator: Christian Neckerman, Director, Braun Consulting
Speakers: John Arnott-Lynn, Director General, Grupo MRM (McCann Relationship Marketing); Kevin Saxe, Vice President, Client Development & Marketing, International Communications

Successful marketers are able to optimize the mix between mail, telephone and sales.
* Learn how to further develop international customer loyalty programs.
* Decide whether to outsource your call centers or build them in-house

How to Find, Hire and Retain the Right People for Your New International Market Entry
Sunday, October 24, 10:00 - 11:15 a.m.
104D, Convention Centre, North Bldg., Level 100

Roundtables
Track: The DMA Global Direct Marketing Weekend
Facilitator: Peter Fitzpatrick, Managing Director International, Gundersen Partners LLC

A unique opportunity to intimately discuss specific questions you have concerning some of the major issues for international marketers.

Market Entry and Development for Latin America
Sunday, October 24, 10:00 - 11:15 a.m.
104A, Convention Centre, North Bldg., Level 100

-Track 2: Proven Market Strategies - Entry and Development

Track: The DMA Global Direct Marketing Weekend
Moderator: Peter Jupp, Chairman, Infocore
Speakers: Peter Rosenwald, Vice President, Direct Marketing, Grupo Abril; Nancy Wagner, Director, International Business Development, Seton Identification Products; Michael Saray, Director Latin Markets, International Masters Publishers

Panels on Asia, Europe and Latin America will delve into the actual challenges of entering into these markets. Find out how industry leaders have still profited despite many current and looming cross-border hurdles.

Pushing the Envelope - Third-Class Solutions/First-Class Thinking
Sunday, October 24, 10:00 - 11:15 a.m.
205A/B/C/D, Convention Centre, North Bldg., Level 200


Track: The DMA Creative Weekend
Speaker: Alan Rosenspan, President, Rosenspan & Associates

This lively, interactive session will give you dozens of ideas you can use to make your next direct mail program more successful.
* Learn the simple reason that most direct mail packages fail
* Discover 101 ways to improve response from the outer envelope to the letter
* See fascinating formats, irresistible offers, innovative case-histories

The Art of Storytelling in Fundraising
Sunday, October 24, 10:00 - 11:15 a.m.
206A/C/E, Convention Centre, North Bldg., Level 200


Track: The DMA Creative Weekend
Speaker: Robbin Gehrke, Senior Vice President, Executive Creative Director, Russ Reid Co.

Although it may seem like a lost art, using storytelling to build brand personality works. Even commercial direct marketers can learn from this powerful technique!
* Understand how to create a truly great story that motivates response
* Discover how the most successful fundraisers use stories in TV, print, mail, and Web sites (we have lots of examples!)
* Learn the lost art of storytelling in for-profit direct marketing - and how to revive it

The Proven Benefits of Using the Internet as Another Channel: A Case Study Panel
Sunday, October 24, 10:00 - 11:15 a.m.
104C, Convention Centre, North Bldg., Level 100

-Track 3: Internet and New Technology - The Impact on Global Direct Marketing

Track: The DMA Global Direct Marketing Weekend
Moderator: Ben Isaacson, Acting Executive Director, AIM
Speakers: Lisbeth Gustafsson, President, PostNet; Steve Kanzler, VP, Marketing, Andromedia

Hear panelists' experiences, what they've learned from their Internet initiatives and how they have benefitted.

1:30 - 2:30 p.m.

A Catalog Marketer's Guide to the Internet - Part 2
Sunday, October 24, 1:30 - 2:30 p.m.
718A, Convention Centre, South Bldg., Level 700


Track: The DMA Catalog Weekend
Speakers: Keith Wardell, President, Shop2U.com; Robin Lebo, Manager, Customer Acquisition, Crutchfield Corporation; Virginia Herron-Lanoil, Director of Internet Marketing, Hanover Direct

This session will consist of a brief review of Part 1 and several case studies.
* Learn how adding the Internet to your marketing mix will give you greater results
* You'll be asked to outline a strategic opportunity/challenge and a description of the core Internet capability that was utilized to solve it
* The session will demonstrate that marketing on the Internet utilizes the same skills you are currently exercising through your other direct marketing channels

Building a Model for Success: The Secrets of High Performance Direct Marketing
Sunday, October 24, 1:30 - 2:30 p.m.
Ballroom A, Crowne Plaza Hotel, Lower Level


Track: The DMA Business-to-Business Weekend
Speaker: Bob Hacker, President, The Hacker Group

Do you want to take your direct marketing to the next level? Conducted via 15,000 test events, learn the six-step planning model that ensures high-performance direct marketing.
* Why the Barf Syndrome creeps into direct marketing and the way to stop it
* Learn the Safe Assumption Rule and how to use it to your advantage

Creative International Business-to-Business Call Center Solutions
Sunday, October 24, 1:30 - 2:30 p.m.
Ontario, Crowne Plaza Hotel, Lower Level


Track: The DMA Business-to-Business Weekend
Speakers: Philip Cohen, President, Philip Cohen Consultant AB; Frank Koelzow, General Manager, Sun Express Europe, Amsterdam; Ludwig Bollaerts, President, Techmar Europe, Brussels

The international market is literally calling you. Don't miss the opportunity to hear how companies have successfully taken their business-to-business teleservicing global.
* Discover the latest in business-to-business call center trends
* Examine how one company operated a single-site multilingual call center

Ensuring Customer Retention Through Multi-Channel Loyalty Programs for Catalogers
Sunday, October 24, 1:30 - 2:30 p.m.
714, Convention Centre, South Bldg., Level 700


Track: The DMA Catalog Weekend
Speakers: Deborah Pine, Principal, PreVision Marketing, Inc.; George Richards, President & CEO, Damark; Peter Howard, Vice President, Marketing, Ross-Simons

This session will review the strategic thinking necessary to determine the need for a customer retention loyalty program.
* Discover the basic components of all loyalty programs
* Find out how to design and maintain the program for your organization and how to monitor the results
* Learn how a catalog loyalty program works, how to set one up, brand and manage it without it managing you

Implementing Advanced Internet Strategies to Acquire & Retain Business-to-Business Customers - Part 1
Sunday, October 24, 1:30 - 2:30 p.m.
Ballroom B, Crowne Plaza Hotel, Lower Level


Track: The DMA Business-to-Business Weekend
Speaker: Chia Chen, Managing Director, THINK New Ideas, Inc.

The trends in interactive marketing are rapidly changing. Keep on top of them by getting up-to-date on the latest strategies and learn how to use them to target prospects by areas of interest and their stage of the buying cycle.
* Get the latest in advanced Internet strategies to acquire and retain business-to-business customers
* Learn how to develop high-impact internet programs

Implementing a Successful ICRM Program? A Case Study Panel
Sunday, October 24, 1:30 - 2:30 p.m.
104B, Convention Centre, North Bldg., Level 100

-Track 4: International Customer Relationship Management(ICRM)

Track: The DMA Global Direct Marketing Weekend
Moderator: Paul Skinner, Business Development, Acxiom
Speakers: Milton Pedraza, Regional Manager for CRM, Latin America, Citibank; Shaun Coyne, VP, Information Systems Global Operations, GE Capital; David Hohman, Director of Customer Segmentation Analysis, Prudential; Jeff Williams, Senior VP, Global Network Services Operations, American Express

Panelists will discuss their experiences in international customer-relationship management.

Lies, Damn Lies, and Statistics: An Introduction to Modeling
Sunday, October 24, 1:30 - 2:30 p.m.
801B, Convention Centre, South Bldg., Level 800

Fundamental
Sponsored by The DMA Research Council
Track: Marketing Intelligence
Speaker: Michael Blix, Director, Modeling & Analytic Services, DynaMark, Inc.

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

Maintaining Energy in an In-House Environment
Sunday, October 24, 1:30 - 2:30 p.m.
206B/D/F, Convention Centre, North Bldg., Level 200


Track: The DMA Creative Weekend
Speakers: Kevin Kotowski, Creative Director, Copy, Olson/Kotowski & Co.; Janice Olson, Creative Director, Design, Olson/Kotowski & Co.

Find out what it takes to keep your creative department's fires burning (and stoke them even higher) when they're working on the same old products for the umpteenth time.
* Tips and tricks to keep your creatives interested and coming up with new selling ideas for Òme-tooÓ products
* Getting your merchandisers and marketers to help your creative teams revive the romance in a tired product line
* Preventive medicine - the care and nourishing of your creative department

Maintaining Your Global Database to Increase Opportunities for Success
Sunday, October 24, 1:30 - 2:30 p.m.
Niagara, Crowne Plaza Hotel, Lower Level


Track: The DMA Business-to-Business Weekend
Speaker: Eric Deziel, VP, Group Director, Wunderman Cato Johnson

Developing a global database provides a great opportunity to broaden your market, but also presents many challenges. Learn what it takes to succeed through structured design frameworks and various case studies.
* Discover key challenges to data integration
* Discuss the experiences of companies that failed and succeeded in developing global databases

Maintaining, Affecting & Controlling Continuous Revenue Relationships
Sunday, October 24, 1:30 - 2:30 p.m.
701B, Convention Centre, South Bldg., Level 700


Track: Customer Relationship Management
Speaker: Pam Ames, Vice President, Kestnbaum & Company

When customer relationships involve receipt of future revenue with no marketing effort, ongoing 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

Managing Creative Staff: The Possible Dream
Sunday, October 24, 1:30 - 2:30 p.m.
205A/B/C/D, Convention Centre, North Bldg., Level 200


Track: The DMA Creative Weekend
Speaker: Robert M. Skladany, Principal, Wellesley Consulting Group

Learn 12 proven steps you can take to plan, organize, manage and evaluate creative work groups and their output for greater creativity, productivity and profitability. Examine:
* Actual practices and methods employed by leading direct marketers, direct marketing agencies and other professional service firms
* Practical and effective techniques for managing creative staff - both your own and freelancers
* What to do to get creative teams and their work back on track when things go wrong

Measuring the Risks and Rewards of Entering the U.S. Market
Sunday, October 24, 1:30 - 2:30 p.m.
104A, Convention Centre, North Bldg., Level 100

-Track 2: Proven Market Strategies - Entry and Development

Track: The DMA Global Direct Marketing Weekend
Moderator: Paul Berenson, Executive Vice President, Strategic Services, Wickersham Hunt Schwanter
Speakers: Stuart Arnold, Managing Director, Financial Times; Beatriz Mallory, President, HispanAmerica

This session is designed for marketers from other parts of the world who would like to exploit the opportunities of the U.S. market.

Optimize Performance Through a Full-Service, Single Point-of-Contact Call Center
Sunday, October 24, 1:30 - 2:30 p.m.
701A, Convention Centre, South Bldg., Level 700

Sponsored by The DMA Teleservices Council
Track: Media Channels & Choices
Speaker: Tarry Davis, Vice President, Customer Contact Centers, The Oreck Corporation

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

Small Catalog Survival Strategies - Competing With the "Big Guys"
Sunday, October 24, 1:30 - 2:30 p.m.
716, Convention Centre, South Bldg., Level 700


Track: The DMA Catalog Weekend
Speakers: Jack Schmid, President, J. Schmid & Associates; Elaine Sullivan, Catalog Founder, The Black Dog Catalog

This session will bring together a noted catalog consultant who works extensively with small catalogs and several leading small catalog managers who have "been there."
* Build a financial model that works for your industry and product line
* Learn merchandising strategies to help improve margins and help manage inventory more effectively
* Use your database to improve customer sales and profits
* Gain tips and techniques to improve creative presentation while saving money on color separations and printing

The Internet Forum
Sunday, October 24, 1:30 - 2:30 p.m.
104C, Convention Centre, North Bldg., Level 100

-Track 3: Internet and New Technology - The Impact on Global Direct Marketing

Track: The DMA Global Direct Marketing Weekend


Participate in a dialogue with your colleagues and session speakers about the strategies and practical applications you have learned throughout this track.

What to Do When the International Market You Have Just Entered Has an Economic Crisis
Sunday, October 24, 1:30 - 2:30 p.m.
104D, Convention Centre, North Bldg., Level 100

Roundtables
Track: The DMA Global Direct Marketing Weekend
Facilitator: Douglas Sacks, Senior Vice President, Infocore

A unique opportunity to intimately discuss specific questions you have concerning some of the major issues for international marketers.

When Twitch Speed Meets Direct Mail
Sunday, October 24, 1:30 - 2:30 p.m.
206A/C/E, Convention Centre, North Bldg., Level 200


Track: The DMA Creative Weekend
Speaker: Bill Spink, Vice President, Chief Creative Officer, DIMAC Corporation

You've probably heard more than you cared about the "twitch speed" of today's Net Generation...wired, busy and stressed, they expect one-to-one, media-rich communication. But what does this mean to you - the direct marketing pro who's not always working in a Web or otherwise-wired environment? Discover how you can exploit the lessons from Òhot mediaÓ in good old direct mail as we discuss:
* Real-world creative ramifications of getting web and video-influenced consumers to respond to direct mail
* Techniques to rope today's Òpost-literateÓ consumer into reading your traditional #10 direct marketing package
* The three reasons why art directors are rapidly replacing writers as the ÒKingsÓ of direct mail (and the three reasons it'll never really happen)

1:30 - 3:45 p.m.

Advanced Direct Marketing Strategy
Sunday, October 24, 1:30 - 3:45 p.m.
107, Convention Centre, North Bldg., Level 100


Track: Management Challenges
Speaker: Ed Nash, President, Team Nash

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

Creative Master Class
Sunday, October 24, 1:30 - 3:45 p.m.
105, Convention Centre, North Bldg., Level 100

Back by Popular Demand - With New and Updated Material!

Track: Creative & Production
Speaker: Herschell Gordon Lewis, Chairman, Communicomp & President, Lewis Enterprises

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

Producing a Direct Mail Package in One Easy Lesson
Sunday, October 24, 1:30 - 3:45 p.m.
801A, Convention Centre, South Bldg., Level 800


Track: Core Competencies
Speaker: Richard Goldsmith, President, The Horah Group

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

2:45 - 3:45 p.m.

"Smashing" Databases - Integrating Data from Multiple Sources to Streamline Your Business
Sunday, October 24, 2:45 - 3:45 p.m.
716, Convention Centre, South Bldg., Level 700


Track: The DMA Catalog Weekend
Speakers: Michael Grant, President, Michael I. Grant & Associates, Inc.; Susan Rohr Dingwall, Director of Godiva Direct, Godiva Chocolatier, Inc.; Gary Ostrager, Vice President, Direct Marketing, Macy's By Mail

Get the inside scoop from seasoned catalog marketing management as they discuss their successful use of data from a variety of sources.
* Gain an understanding of how to incorporate data from multiple sources and what data you must capture for each data source
* Walk away with some applications for multiple sources of data and see how cross-channel marketing can work for you
* Hear about which programs have worked and compare your experiences with the experts to see how multiple sources of data can be leveraged to consolidate your business and make it more profitable

A Catalog Marketer's Guide to the Internet - Part 3
Sunday, October 24, 2:45 - 3:45 p.m.
718 A, Convention Centre, South Bldg., Level 700


Track: The DMA Catalog Weekend
Speakers: Allen Abbott, Vice President, American Catalog Partnerships; Alex van Dillen, Xuma, LLC; Wilbur Swan, Director of Catalog, Esprit; Garrett Gafke, VP, Sales, Xuma, Inc.

This session will begin with a discussion of the functions that need to be understood and implemented in order to develop Internet-based programs. Issues covered include:
* Site design, servers, site maintenance, transaction processing, and credit card security
* E-commerce engines, new product sales, marketing, and inventory liquidation
* Customer acquisition, customer service, and operational support

Analysis, Planning, and Execution of Geo-Targeted Customer-Contact Programs via the Intranet
Sunday, October 24, 2:45 - 3:45 p.m.
801B, Convention Centre, South Bldg., Level 800

Case Study

Track: Database Tools & Technology
Speakers: Larry Kobori, Research Manager, Allstate Insurance Company; R. Robert Reading, Executive Vice President, Tactician Corporation; Craig Gaitan, Senior Sales Manager, Allstate Insurance Company

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

Branding to Beat the Market: Isuzu Case Study
Sunday, October 24, 2:45 - 3:45 p.m.
206B/D/F, Convention Centre, North Bldg., Level 200


Track: The DMA Creative Weekend
Speaker: Carlos Perez, Creative Director, Perez Company

In the face of a flooded Sports Utility Vehicle market, Isuzu broke away from the methodical pack by developing a strong, in-your-face image across the company.
* Find out how the creative elements kept pace with the new brand's edgy attitude
* See the successful combination of design, graphics and Òtone of voiceÓ that addressed both the branding requirements and the needs of direct response
* Walk through the process of conveying a new brand to the public through direct marketing techniques

How to Merge Direct Marketing and Your Sales Groups to Create a New Y2K Selling Model
Sunday, October 24, 2:45 - 3:45 p.m.
Ballroom A, Crowne Plaza Hotel, Lower Level


Track: The DMA Business-to-Business Weekend
Speaker: John M. Coe, President, Database Marketing Associates

Conflict between your direct marketing and sales groups will ultimately spell disaster. Explore how to bring these two together in a union that works and even increases business customer satisfaction.
* Learn the metrics and measurements to calculate the ROI required to sell management
* Discover how direct mail, teleservicing, and the Internet combine with sales to create the new Y2K sales coverage model

Implementing Advanced Internet Strategies to Acquire & Retain Business-to-Business Customers - Part 2
Sunday, October 24, 2:45 - 3:45 p.m.
Ballroom B, Crowne Plaza Hotel, Lower Level


Track: The DMA Business-to-Business Weekend
Speaker: Chia Chen, Managing Director, THINK New Ideas, Inc.

Integrating Merchandising and Marketing to Extend Your Product Line
Sunday, October 24, 2:45 - 3:45 p.m.
714, Convention Centre, South Bldg., Level 700


Track: The DMA Catalog Weekend
Speakers: Larry Shaw, Vice President of Marketing, Vermont Country Store; Phil Minix, Director of Merchandise, Vermont Country Store

This session will take you through the essential elements of integrating catalog marketing and merchandising to create a more profitable business.
* Get specific details on how circulation and list selection can impact merchandise plans, item selection, and sales results
* Understand the pros and cons of how item selection and category assortment plans can affect list selection and marketing plans
* Develop and execute balanced marketing and merchandising ideas and plans to create more profitable mailings

Learning From Market-Entry Mishaps
Sunday, October 24, 2:45 - 3:45 p.m.
104A, Convention Centre, North Bldg., Level 100

-Track 2: Proven Market Strategies - Entry and Development

Track: The DMA Global Direct Marketing Weekend
Moderator: Marion Nelson, Owner, Nelson Intersearch
Speakers: Alfred Goodloe. President, Direct International; Cynthia Miyashita, President, Hemisphere Marketing; Jo Ann Binz, Circulation Director, The Daily Deal; Mike Manning, Manning Media International

Everyone hears about international strategies and direct marketing campaigns that have been successful, but a lot can be learned from those that have failed.
* Hear the good, the bad and the ugly
* Discover what to avoid and what to be aware of when planning an international marketing campaign

Maintaining Sanity and a Sense of Humor When Communicating Globally
Sunday, October 24, 2:45 - 3:45 p.m.
Ontario, Crowne Plaza Hotel, Lower Level


Track: The DMA Business-to-Business Weekend
Speakers: Melody Dunn, Global Direct Manager, IBM Corporation; Rose Cameron, Worldwide Account Director, Ogilvy and Mather

As the international market increases day by day, communication is becoming more and more complex. This session will help you improve your own daily negotiations of global activities.
* Understand the new optimism regarding global communications
* Learn useful frameworks for negotiating global marketing programs
* Get the latest hints and tips that will help create effective integrated marketing

Measuring & Evaluating Non-Selling, Relationship-Building Contacts
Sunday, October 24, 2:45 - 3:45 p.m.
701B, Convention Centre, South Bldg., Level 700


Track: Customer Relationship Management
Speaker: Mike Coppotelli, Vice President, KnowledgeBase Marketing, Inc.; Rick Ezell, Director of Data Mining and Analytical Services, KnowledgeBase Marketing, Inc.

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

New Technologies: Foresight into the Internet World
Sunday, October 24, 2:45 - 3:45 p.m.
104C, Convention Centre, North Bldg., Level 100

-Track 3: Internet and New Technology - The Impact on Global Direct Marketing

Track: The DMA Global Direct Marketing Weekend
Moderator: Sergio Charlab, Editor-in-Chief, Reader's Digest Brazil
Speakers: J.G. Sandom, Senior Partner, Director of Interactive, Ogilvy Interactive Worldwide; Sunil Gupta, VP, Interactive and Analytical Services, Acorn Information Services

Find out what is just around the corner fo the Global Net and what you should be prepared for.

So You Want to Be a CD
Sunday, October 24, 2:45 - 3:45 p.m.
205A/B/C/D, Convention Centre, North Bldg., Level 200


Track: The DMA Creative Weekend
Speaker: Nancy Wahl, Creative Director, DDB Needham Direct

Or, more specifically, you think you want to be a creative director! Join this session for clear insights into the pros and cons of being the head honcho in the office.
* Does the CD always have to choose between being creative and being effective?
* Discuss the realities of the job with those who know: the politics, budgets, bureaucracies, and coping techniques
* What are the tricks to running a business, making money, and not selling your creative soul?

The International Customer Relationship Management Forum
Sunday, October 24, 2:45 - 3:45 p.m.
104B, Convention Centre, North Bldg., Level 100

-Track 4: International Customer Relationship Management(ICRM)

Track: The DMA Global Direct Marketing Weekend


Have a dialogue with your colleagues and session speakers about the strategies and practical applications you have learned throughout this track.

The Return of the Great Creative Shoot-Out - Part 2
Sunday, October 24, 2:45 - 3:45 p.m.
206A/C/E, Convention Centre, North Bldg., Level 200


Track: The DMA Creative Weekend
Speaker: Judges To Be Announced

You've got your partner, your assignment, and your incredible creativity - the judges are ready for you, but are you ready for them?
* Pitch your ideas to industry greats while you take your best shot at fun, and sometimes valuable, prizes
* Don't miss this chance to show how creative you really are!
* Spectators welcome - the more, the merrier!

The True Economics of the Internet
Sunday, October 24, 2:45 - 3:45 p.m.
701A, Convention Centre, South Bldg., Level 700


Track: E-Commerce
Speaker: Seema Williams, Analyst, Consumer eCommerce Research, Forrester Research, Inc.

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

What Impact Will the Move from Direct Mail to Telemarketing and E-Commerce Have on the Way Companies Will Communicate With Customers Globally?
Sunday, October 24, 2:45 - 3:45 p.m.
104D, Convention Centre, North Bldg., Level 100

Roundtables
Track: The DMA Global Direct Marketing Weekend
Facilitator: Mike Gibson-Sharpe, Vice President, Marketing, British Telecommunications

A unique opportunity to intimately discuss specific questions you have concerning some of the major issues for international marketers.

When and What You Should Sell on the Internet
Sunday, October 24, 2:45 - 3:45 p.m.
Niagara, Crowne Plaza Hotel, Lower Level


Track: The DMA Business-to-Business Weekend
Speaker: Sean Skilling, Senior VP, Creative Director, Luminant

The evolution of digital marketing is overwhelming. This session will provide you with everything you will need to know to keep on track.
* What are the implications of the fusion between technology and marketing
* Learn how digital marketing is affecting customer relationship management

7:30 - 8:30 a.m.

An E-Commerce Model for Industrial Sales and Distribution
Monday, October 25, 7:30 - 8:30 a.m.
713, Convention Centre, South Bldg., Level 700

Case Study

Track: Business-to-Business
Speakers: Nick Poulos, President, pmh caramanning, inc.; Colin McCarthy, Director of Integrated Sales & Marketing, e-chemical

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

Beyond the Banner: Advertising Opportunities on the Internet
Monday, October 25, 7:30 - 8:30 a.m.
716, Convention Centre, South Bldg., Level 700


Track: Brand Advertising & Integrated Marketing
Speaker: Greg Olson, VP, Corporate Marketing, RealNames Corporation

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

Building a Foundation of Trust - The Keys to E-mail Relationship Marketing
Monday, October 25, 7:30 - 8:30 a.m.
701A, Convention Centre, South Bldg., Level 700

Case Study
Fundamental

Track: E-Commerce
Speakers: Hans Peter Brondmo, Chairman/Founder, Post Communications; Andrea Butler, Vice President, Marketing, Palm Computing, Inc.

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

Can Your Organization Keep Pace With Technology? Preparing for Second Generation CRM Systems
Monday, October 25, 7:30 - 8:30 a.m.
714, Convention Centre, South Bldg., Level 700

Case Study

Track: Database Tools & Technology
Speakers: Cory Leveque-Adams, Database Marketing Manager, AirTouch Western Region; Ken Demma, Director, Marketing Strategy & Information, Tessera Enterprise 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

Reinventing "Relationship Marketing" Creative
Monday, October 25, 7:30 - 8:30 a.m.
701B, Convention Centre, South Bldg., Level 700


Track: Customer Relationship Management
Speaker: Rob Smith, Principal, Focalpoint Marketing, Inc.

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

What's the New Mix? DTW...DRTV...DM
Monday, October 25, 7:30 - 8:30 a.m.
715, Convention Centre, South Bldg., Level 700


Track: Media Channels & Choices
Speaker: Perry Kamel, President & CEO, Broadpoint

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

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
Monday, October 25, 1:00 - 2:15 p.m.
718A, Convention Centre, South Bldg., Level 700


Track: Brand Advertising & Integrated Marketing
Speaker: Lois Geller, President, Mason & Geller

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

Bandwidth Bottleneck: Solutions That Create Profits, High Quality Resolution & Great Compression
Monday, October 25, 1:00 - 2:15 p.m.
716, Convention Centre, South Bldg., Level 700

Case Study

Track: Creative & Production
Speakers: Jim Reiman, EVP, E-Commerce Strategic Business Development, Greg Manning Auctions, Inc.; Alan Schwartz, Director, New Market Development, AT&T Labs; William Lederer, President, Art.com

Identify and explore the often overlooked issue of how the limitations of current Internet technology affect Web graphic choices, and how the choices made by Web site designers can affect sales.
** Learn to translate "techno-speak" into words that business managers understand
** Find out how to improve e-commerce sales by improving your product display
** Understand the relationship between Web site image quality, product sales, and profits

Nat Ross Idea Exchange Roundtables
Best Practices in Database Marketing: How It's Being Used to Optimize Contact Strategies With Customers and Prospects
Monday, October 25, 1:00 - 2:15 p.m.
104C & D, Convention Centre, North Bldg., Level 100


Track: Roundtables
Facilitator: Gary Beck, Executive Director, Database Infrastructure, General Motors

Bounce ideas off peers in these issue-oriented roundtables, guided by facilitators and fueled by imagination.

Bold New Customer-Centric B-to-B Strategies
Monday, October 25, 1:00 - 2:15 p.m.
801B, Convention Centre, South Bldg., Level 800


Track: Business-to-Business
Speaker: Connie Debord, Russ Reid Co.; Gray Baldwin, Marketing Manager, Rural, Bank of New Zealand; Sharon Henderson, Managing Director, Aim Direct Limited; Des Columb, Creative Director, Dialogue Marketing Communications

See how business communications that "dare to be different" carve out market share and revenues for smart companies - even in a highly competitive market.

Building the Brand and Building the Business
Monday, October 25, 1:00 - 2:15 p.m.
714, Convention Centre, South Bldg., Level 700


Track: Brand Advertising & Integrated Marketing
Speakers: Kris Niblett, VP, Executive Creative Director, Rapp Collins Worldwide - Dallas; Richard Eber, Executive VP, Creative Director, McCann Relationship Marketing; Randy Belcher, The Martin Agency

Find out how two leading companies overcame skepticism and inertia and give customers clear, compelling reasons to prefer their brand over the competition.

Business Models: What's the Best Way for You to Make Money on the Web?
Monday, October 25, 1:00 - 2:15 p.m.
701B, Convention Centre, South Bldg., Level 700


Track: E-Commerce
Speakers: Carolina Kuczynski, VP of Strategy, THINK New Ideas, Inc.; Matthew Nadler, Director of Strategy, THINK New Ideas, Inc.

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

Nat Ross Idea Exchange Roundtables
Continuities: Challenges and Opportunities
Monday, October 25, 1:00 - 2:15 p.m.
104C & D, Convention Centre, North Bldg., Level 100


Track: Roundtables
Facilitator: Joan Stamler, EVP, Marketing & New Product Development, Atlas Editions USA

Bounce ideas off peers in these issue-oriented roundtables, guided by facilitators and fueled by imagination.

Nat Ross Idea Exchange Roundtables
Customer Retention Strategies
Monday, October 25, 1:00 - 2:15 p.m.
104C & D, Convention Centre, North Bldg., Level 100


Track: Roundtables
Facilitator: Henry W. Rossi, Vice President, America Online, Inc.

Bounce ideas off peers in these issue-oriented roundtables, guided by facilitators and fueled by imagination.

Data Protection and Fair Information Practices
Monday, October 25, 1:00 - 2:15 p.m.
101, Convention Centre, North Bldg., Level 100

Special Event!
Executive Forum

Track: Management Challenges
Speaker: Liz Kislik, President, Liz Kislik Associates L.L.C.

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 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.

Developing Successful Partnerships Between Charities and Corporations
Monday, October 25, 1:00 - 2:15 p.m.
715, Convention Centre, South Bldg., Level 700

Case Study
Fundamental
Sponsored by The DMA Non-Profit Council
Track: Business-to-Business
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; Kelly Wilson, Director, National Programs and Events, Susan G. Komen Foundation

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

Digging Deeper and Deeper and Deeper: Searching for Diamonds in Your "Data Mine"
Monday, October 25, 1:00 - 2:15 p.m.
206B/D/F, Convention Centre, North Bldg., Level 200

Sponsored by The DMA Insurance & Financial Services Marketing Council
Track: Insurance & Financial Services
Speakers: Linda Holt, Insurance Sales Consultant, Acxiom Corporation; Jeff Nagel, Business Consulting, Strategic Decision Services; Don Van Scyoc, Physicians Mutual Insurance Company

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

Nat Ross Idea Exchange Roundtables
Direct Response Television: How to Integrate It With Other Media
Monday, October 25, 1:00 - 2:15 p.m.
104C & D, Convention Centre, North Bldg., Level 100


Track: Roundtables
Facilitator: Iris Shokoff, President, Iris Shokoff Associates

Bounce ideas off peers in these issue-oriented roundtables, guided by facilitators and fueled by imagination.

Global Marketing in the New Millennium - Issues and Answers You Will Need to Succeed
Monday, October 25, 1:00 - 2:15 p.m.
717, Convention Centre, South Bldg., Level 700


Track: Global Marketing
Speakers: Lawrence J. Chaido, Director, TransGlobal Consultants; Thomas J. Leavey, Director General, U.P.U.; Charles Prescott, VP, International Business & Government Affairs, Direct Marketing Association, Inc.

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

Hypermarketing: Achieving "Speed" in the High-Technology Marketplace
Monday, October 25, 1:00 - 2:15 p.m.
801A, Convention Centre, South Bldg., Level 800


Track: Business-to-Business
Speaker: Sean Bisceglia, CEO & President, TFA/Leo Burnett Technology Group

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

Nat Ross Idea Exchange Roundtables
Leveraging Your List Asset in These Changing Times
Monday, October 25, 1:00 - 2:15 p.m.
104C & D, Convention Centre, North Bldg., Level 100


Track: Roundtables
Facilitator: Richard Holpp, President & COO, AZ Marketing Services, Inc.

Bounce ideas off peers in these issue-oriented roundtables, guided by facilitators and fueled by imagination.

Nat Ross Idea Exchange Roundtables
Tips to Make Your E-Mail Marketing Successful
Monday, October 25, 1:00 - 2:15 p.m.
104C & D, Convention Centre, North Bldg., Level 100


Track: Roundtables
Facilitator: Regina Brady, Vice President, Interactive Services, Axciom/Direct Media

Bounce ideas off peers in these issue-oriented roundtables, guided by facilitators and fueled by imagination.

Using Non-Solicitation Telemarketing to Boost Revenue
Monday, October 25, 1:00 - 2:15 p.m.
713, Convention Centre, South Bldg., Level 700

Case Study
Sponsored by The DMA Non-Profit Council
Track: Media Channels & Choices
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

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

Using Your Data Warehouse to Reach Customers and Meet Your Bottom Line
Monday, October 25, 1:00 - 2:15 p.m.
107, Convention Centre, North Bldg., Level 100

Case Study

Track: Customer Relationship Management
Speaker: Randy Erdahl, Group Manager, Marketing and Corporate Research, Fingerhut Companies, Inc.

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

Web-based Database Marketing Solutions
Monday, October 25, 1:00 - 2:15 p.m.
701A, Convention Centre, South Bldg., Level 700


Track: Database Tools & Technology
Speakers: Melinda Nykamp, President, Nykamp Consulting Group; Charlie Tarzian, President, Blau Technologies; Tom Daly, Interactive Communications Manager, UPS

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

What to Do When Nothing Works: The Story of a Complete Marketing Overhaul
Monday, October 25, 1:00 - 2:15 p.m.
205A/B/C/D, Convention Centre, North Bldg., Level 200

Fundamental

Track: Creative & Production
Speakers: Susan Stone Russell, Director of Marketing, Entrepreneur Media, Inc.; Janice Olson, Creative Director, Olson/Kotowski & Company; Thad Wawro, Direct Response Copywriter, Thad Wawro & Associates

This case study of the redevelopment of the catalog and direct marketing division of Entrepreneur Magazine will show you how it is possible to completely and successfully reposition your product, marketing and creative -- even in dire circumstances. In addition to the catalog redesign, this session will demonstrate how new marketing techniques were brought to all media, including space ads, catalog inquiry generation, direct mail and e-commerce
- Find out how to take any product and position it successfully by understanding the customer's sensibilities
- Discover how solid direct marketing techniques can be successful across a variety of media
- Explore before-and-after examples, and hard data on performance increase

Who's on the Web - An In-Depth Look at the Demographics
Monday, October 25, 1:00 - 2:15 p.m.
718B, Convention Centre, South Bldg., Level 700


Track: Marketing Intelligence
Speaker: Scott Reents, Analyst, Cyber Dialogue

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

1:00 - 5:30 p.m.

A Primer on the Essentials of Database Marketing
Monday, October 25, 1:00 - 5:30 p.m.
105, Convention Centre, North Bldg., Level 100

Intensive Workshop

Track: Core Competencies
Speaker: David Shepard, President, David Shepard Associates

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

Mastering the Basics of Professional Direct Marketing
Monday, October 25, 1:00 - 5:30 p.m.
106, Convention Centre, North Bldg., Level 100

Back by Popular Demand - With New and Updated Material!
Intensive Workshop

Track: Core Competencies
Speaker: Pierre Passavant, Director, Center for Direct Marketing, New York University

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

2:45 - 4:00 p.m.

21st Century Direct Response Fund Development
Monday, October 25, 2:45 - 4:00 p.m.
713, Convention Centre, South Bldg., Level 700

Sponsored by The DMA Non-Profit Council
Track: Management Challenges
Speakers: Lindy Litrides, Senior Vice President, Relationship Marketing, Arthritis Foundation; Dwight "Butch" Maltby, President, The Maltby Group, Ltd.

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

50 Customer-Relationship Marketing Plan Pointers in 50 Minutes
Monday, October 25, 2:45 - 4:00 p.m.
718A, Convention Centre, South Bldg., Level 700


Track: Customer Relationship Management
Speakers: Deborah Lowman, Senior Vice President, NyKamp Consulting Group; Tracy M. Cockerham, PDM, Manager, Direct Marketing Analysis, BestBuy.com

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

Adding Life and Longevity to Your Promotion Through the Back End
Monday, October 25, 2:45 - 4:00 p.m.
716, Convention Centre, South Bldg., Level 700

Case Study
Sponsored by The DMA Broadcast Council
Track: Media Channels & Choices
Speakers: Gail Eberlein, President, Direct Response Enhancements; Marla Hoskins, Director of Consumer Marketing, Intuit; Chris Conderino, SVP/Director, Client Services, TBS Media Management; Maribett Varner, Executive Vice President/Partner, Bennett Kuhn Varner, Inc.

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

Best of Breed Merchandising Online - Tools and Techniques
Monday, October 25, 2:45 - 4:00 p.m.
701B, Convention Centre, South Bldg., Level 700


Track: E-Commerce
Speakers: Lauren Freedman, President, the e-tailing group; Cheryl Traverse, President, Bright Info

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

Building Customer Value With Data Mining
Monday, October 25, 2:45 - 4:00 p.m.
205A/B/C/D, Convention Centre, North Bldg., Level 200


Track: Database Tools & Technology
Speaker: Herb Edelstein, President, Two Crows Corporation

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

Data Mining With Tree-Based Tools: New Heights in Segmentation
Monday, October 25, 2:45 - 4:00 p.m.
801B, Convention Centre, South Bldg., Level 800

Sponsored by The DMA Research Council
Track: Marketing Intelligence
Speaker: Richard Deere, Senior Consultant, Data Mining, David Shepard Associates, Inc.

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

Special Market Roundtables
Direct-to-Patient Marketing for Pharmaceuticals
Monday, October 25, 2:45 - 4:00 p.m.
104C & D, Convention Centre, North Bldg., Level 100


Track: Roundtables
Facilitator: Chuck McLeester, Vice President, Marketing, Roska Direct

Special Market Roundtables
Exploring Creativity in Hispanic Marketing
Monday, October 25, 2:45 - 4:00 p.m.
104C & D, Convention Centre, North Bldg., Level 100


Track: Roundtables
Facilitator: Jorge E. Reynardus, President, Vidal Reynardus & Moya

Bring your own examples of targeted direct marketing packages to Hispanics for a special creative critique from your peers

High Growth Strategies Across Multiple Channels
Monday, October 25, 2:45 - 4:00 p.m.
107, Convention Centre, North Bldg., Level 100

Case Study

Track: Media Channels & Choices
Speakers: Carter Forringer, Director, Database Marketing, Dell Computer Corporation; Christopher Geiger, Vice President, Sales & Marketing, Tessera Enterprise Systems

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 percent growth across the Web and direct marketing channels
** Hear a case study of how to use CRM to support Internet sales

Hiring and Keeping the Best Direct Marketing Talent
Monday, October 25, 2:45 - 4:00 p.m.
701A, Convention Centre, South Bldg., Level 700


Track: Management Challenges
Speakers: Dennis Troyanos, Principal, Direct Marketing Division, Gundersen Partners; Gerry Brewer, President, WestWayne Database Marketing

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

How Long Can Data Go Unregulated
Monday, October 25, 2:45 - 4:00 p.m.



Track: E-Commerce
Speakers: Charles Prescott, Vice President International Business Development & Government Affairs, Direct Marketing Association; Jennifer Barrett, Corporate Leader for Fair Information Practices & Business Development, Acxiom

Special Market Roundtables
How to Hit a Moving Target: Marketing to Business Travelers
Monday, October 25, 2:45 - 4:00 p.m.
104C & D, Convention Centre, North Bldg., Level 100


Track: Roundtables
Facilitator: Cathy Armstrong, VP/Account Supervisor, C-E Communications

Launching Your Catalog in the U.K.
Monday, October 25, 2:45 - 4:00 p.m.
717, Convention Centre, South Bldg., Level 700

Sponsored by The DMA International Council
Track: Global Marketing
Speakers: Brian McConnell, President, WWAV Rapp Collins Group; Brian Williamson, Strategic Planning Director, HLB; Charlie White, Director of Catalog Marketing, Orvis

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

Special Market Roundtables
Marketing to Asian-American "Netizens"
Monday, October 25, 2:45 - 4:00 p.m.
104C & D, Convention Centre, North Bldg., Level 100

Sponsored by The DMA Asian-American Marketing Group
Track: Roundtables
Facilitator: David Zing, Vice President, Sina.com

Plugging Up the Holes in the Bottom of Your Bucket: Case Studies from the Retention Wars
Monday, October 25, 2:45 - 4:00 p.m.
206B/D/F, Convention Centre, North Bldg., Level 200

Sponsored by The DMA Insurance & Financial Services Marketing Council
Track: Insurance & Financial Services
Speakers: Kenyon Blunt, President, Bullseye Database Marketing; Jon Zeschin, Principal, JZ Partners LLC

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

Special Market Roundtables
Targeting the Gay/Lesbian Marketplace
Monday, October 25, 2:45 - 4:00 p.m.
104C & D, Convention Centre, North Bldg., Level 100

Sponsored by The DMA Special Interest Councils & Segment Groups
Track: Roundtables
Facilitator: John Knoebel, President, Triangle Marketing Services

The Critical Role of Consumer Research in Direct Marketing Programming
Monday, October 25, 2:45 - 4:00 p.m.
714, Convention Centre, South Bldg., Level 700


Track: Brand Advertising & Integrated Marketing
Speaker: Vita Harris, EVP, Director of Strategic Planning and Research, DraftWorldwide

Much as direct marketers hate to admit it, even the most breakthrough creative, brilliant media plans and tried-and-true offers can fail to attract customers and build loyalty. Most often, these programs fail because the marketer has not taken the time to understand his consumer better.
** Learn about the critical role of consumer research in the development of direct marketing programming
** Learn how to obtain data on target consumers and how to use it effectively
** Understand how using consumer research incorrectly can do more harm than good in building consumer loyalty

The Powerful Economics of Business-to-Business Customer-Relationship Strategies
Monday, October 25, 2:45 - 4:00 p.m.
801A, Convention Centre, South Bldg., Level 800


Track: Business-to-Business
Speaker: Don Neal, Principal, Focalpoint Marketing, Inc.

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

This Worked, That Didn't
Monday, October 25, 2:45 - 4:00 p.m.
718B, Convention Centre, South Bldg., Level 700


Track: Creative & Production
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"

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

2:45 - 4:00 p.m

21st Century Direct Response Fund Development
Monday, October 25, 2:45 - 4:00 p.m.
713, Convention Centre, South Bldg., Level 700

Sponsored by The DMA Non-Profit Council
Track: Management Challenges
Speakers: Lindy Litrides, Senior Vice President, Relationship Marketing, Arthritis Foundation; Dwight "Butch" Maltby, President, The Maltby Group, Ltd.

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

50 Customer-Relationship Marketing Plan Pointers in 50 Minutes
Monday, October 25, 2:45 - 4:00 p.m.
718A, Convention Centre, South Bldg., Level 700


Track: Customer Relationship Management
Speakers: Deborah Lowman, Senior Vice President, NyKamp Consulting Group; Tracy M. Cockerham, PDM, Manager, Direct Marketing Analysis, BestBuy.com

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

Adding Life and Longevity to Your Promotion Through the Back End
Monday, October 25, 2:45 - 4:00 p.m.
716, Convention Centre, South Bldg., Level 700

Case Study
Sponsored by The DMA Broadcast Council
Track: Media Channels & Choices
Speakers: Gail Eberlein, President, Direct Response Enhancements; Marla Hoskins, Director of Consumer Marketing, Intuit; Chris Conderino, SVP/Director, Client Services, TBS Media Management; Maribett Varner, Executive Vice President/Partner, Bennett Kuhn Varner, Inc.

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

Best of Breed Merchandising Online - Tools and Techniques
Monday, October 25, 2:45 - 4:00 p.m.
701B, Convention Centre, South Bldg., Level 700


Track: E-Commerce
Speakers: Lauren Freedman, President, the e-tailing group; Cheryl Traverse, President, Bright Info

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

Building Customer Value With Data Mining
Monday, October 25, 2:45 - 4:00 p.m.
205A/B/C/D, Convention Centre, North Bldg., Level 200


Track: Database Tools & Technology
Speaker: Herb Edelstein, President, Two Crows Corporation

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

Data Mining With Tree-Based Tools: New Heights in Segmentation
Monday, October 25, 2:45 - 4:00 p.m.
801B, Convention Centre, South Bldg., Level 800

Sponsored by The DMA Research Council
Track: Marketing Intelligence
Speaker: Richard Deere, Senior Consultant, Data Mining, David Shepard Associates, Inc.

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

Special Market Roundtables
Direct-to-Patient Marketing for Pharmaceuticals
Monday, October 25, 2:45 - 4:00 p.m.
104C & D, Convention Centre, North Bldg., Level 100


Track: Roundtables
Facilitator: Chuck McLeester, Vice President, Marketing, Roska Direct

Special Market Roundtables
Exploring Creativity in Hispanic Marketing
Monday, October 25, 2:45 - 4:00 p.m.
104C & D, Convention Centre, North Bldg., Level 100


Track: Roundtables
Facilitator: Jorge E. Reynardus, President, Vidal Reynardus & Moya

Bring your own examples of targeted direct marketing packages to Hispanics for a special creative critique from your peers

High Growth Strategies Across Multiple Channels
Monday, October 25, 2:45 - 4:00 p.m.
107, Convention Centre, North Bldg., Level 100

Case Study

Track: Media Channels & Choices
Speakers: Carter Forringer, Director, Database Marketing, Dell Computer Corporation; Christopher Geiger, Vice President, Sales & Marketing, Tessera Enterprise Systems

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 percent growth across the Web and direct marketing channels
** Hear a case study of how to use CRM to support Internet sales

Hiring and Keeping the Best Direct Marketing Talent
Monday, October 25, 2:45 - 4:00 p.m.
701A, Convention Centre, South Bldg., Level 700


Track: Management Challenges
Speakers: Dennis Troyanos, Principal, Direct Marketing Division, Gundersen Partners; Gerry Brewer, President, WestWayne Database Marketing

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

How Long Can Data Go Unregulated
Monday, October 25, 2:45 - 4:00 p.m.



Track: E-Commerce
Speakers: Charles Prescott, Vice President International Business Development & Government Affairs, Direct Marketing Association; Jennifer Barrett, Corporate Leader for Fair Information Practices & Business Development, Acxiom

Special Market Roundtables
How to Hit a Moving Target: Marketing to Business Travelers
Monday, October 25, 2:45 - 4:00 p.m.
104C & D, Convention Centre, North Bldg., Level 100


Track: Roundtables
Facilitator: Cathy Armstrong, VP/Account Supervisor, C-E Communications

Launching Your Catalog in the U.K.
Monday, October 25, 2:45 - 4:00 p.m.
717, Convention Centre, South Bldg., Level 700

Sponsored by The DMA International Council
Track: Global Marketing
Speakers: Brian McConnell, President, WWAV Rapp Collins Group; Brian Williamson, Strategic Planning Director, HLB; Charlie White, Director of Catalog Marketing, Orvis

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

Special Market Roundtables
Marketing to Asian-American "Netizens"
Monday, October 25, 2:45 - 4:00 p.m.
104C & D, Convention Centre, North Bldg., Level 100

Sponsored by The DMA Asian-American Marketing Group
Track: Roundtables
Facilitator: David Zing, Vice President, Sina.com

Plugging Up the Holes in the Bottom of Your Bucket: Case Studies from the Retention Wars
Monday, October 25, 2:45 - 4:00 p.m.
206B/D/F, Convention Centre, North Bldg., Level 200

Sponsored by The DMA Insurance & Financial Services Marketing Council
Track: Insurance & Financial Services
Speakers: Kenyon Blunt, President, Bullseye Database Marketing; Jon Zeschin, Principal, JZ Partners LLC

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

Scrap the Hard Sell -- How to Create, Position, Package, Present & Sell Your Product to the African-American Marketplace
Monday, October 25, 2:45 - 4:00 p.m
,


Track: Roundtables
Facilitator: Ray Jutkins, ROCKINGHAM*JUTKINS marketing

Bounce ideas off peers in these issue-oriented roundtables, guided by facilitators and fueled by imagination.

Special Market Roundtables
Targeting the Gay/Lesbian Marketplace
Monday, October 25, 2:45 - 4:00 p.m.
104C & D, Convention Centre, North Bldg., Level 100

Sponsored by The DMA Special Interest Councils & Segment Groups
Track: Roundtables
Facilitator: John Knoebel, President, Triangle Marketing Services

The Critical Role of Consumer Research in Direct Marketing Programming
Monday, October 25, 2:45 - 4:00 p.m.
714, Convention Centre, South Bldg., Level 700


Track: Brand Advertising & Integrated Marketing
Speaker: Vita Harris, EVP, Director of Strategic Planning and Research, DraftWorldwide

Much as direct marketers hate to admit it, even the most breakthrough creative, brilliant media plans and tried-and-true offers can fail to attract customers and build loyalty. Most often, these programs fail because the marketer has not taken the time to understand his consumer better.
** Learn about the critical role of consumer research in the development of direct marketing programming
** Learn how to obtain data on target consumers and how to use it effectively
** Understand how using consumer research incorrectly can do more harm than good in building consumer loyalty

The Powerful Economics of Business-to-Business Customer-Relationship Strategies
Monday, October 25, 2:45 - 4:00 p.m.
801A, Convention Centre, South Bldg., Level 800


Track: Business-to-Business
Speaker: Don Neal, Principal, Focalpoint Marketing, Inc.

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

This Worked, That Didn't
Monday, October 25, 2:45 - 4:00 p.m.
718B, Convention Centre, South Bldg., Level 700


Track: Creative & Production
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"

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

4:15 - 5:30 p.m.

"Share of Wallet" Strategies in Dysfunctional Cross-Selling Enterprises
Monday, October 25, 4:15 - 5:30 p.m.
716, Convention Centre, South Bldg., Level 700


Track: Brand Advertising & Integrated Marketing


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

77 Truths About Direct Marketing to the 50+ Mature Market
Monday, October 25, 4:15 - 5:30 p.m.
107, Convention Centre, North Bldg., Level 100


Track: Marketing Intelligence
Speakers: Kurt Medina, President, Medina Associates; John Migliaccio, President, Maturity Mark Services Company

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

A Day at the Improv - Theories and Practice of Innovation and Experimentation in Forging Direct Marketing Strategies
Monday, October 25, 4:15 - 5:30 p.m.
205A/B/C/D, Convention Centre, North Bldg., Level 200


Track: Management Challenges
Speaker: Rich Feldman, Senior VP, Executive Director, Strategic Marketing, Brann Blau

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

Alternate Media Case Studies - From Implementation to Response Analysis
Monday, October 25, 4:15 - 5:30 p.m.
206B/D/F, Convention Centre, North Bldg., Level 200

Case Study
Fundamental
Sponsored by The DMA Alternate Response Media Council
Track: Media Channels & Choices
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

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

AutoNation USA's AutoRewards Program: How an Innovative Marketer Made Loyalty Part of its Sticker Price
Monday, October 25, 4:15 - 5:30 p.m.
718B, Convention Centre, South Bldg., Level 700

Case Study

Track: Customer Relationship Management
Speakers: Charlie Young, Frequency Marketing, Inc.; Maria Bailey, Vice President, AutoRewards, AutoNation USA

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

Best Kept Secrets and Surprises in Eastern Europe
Monday, October 25, 4:15 - 5:30 p.m.
104C & D, Convention Centre, North Bldg., Level 100


Track: Roundtables
Facilitator: Sandi Cesko, President, Studio Moderna

Direct Marketing Through Interactive TV -It's Finally Here! Is Your Company Ready?
Monday, October 25, 4:15 - 5:30 p.m.
715, Convention Centre, South Bldg., Level 700

Sponsored by The Association for Interactive Media (AIM)
Track: Media Channels & Choices
Speakers: Ben Isaacson, Acting Executive Director, AIM; Keith Kocho, CEO, ExtendMedia Inc.; Gerard Kunkel, Senior VP, Strategic Programs, WorldGate Communications; Ken Papagan, SVP, Broadband & Enhanced TV Digital Media Solutions, iXL, Inc.; Sheldon Safir, VP, Marketing, ICTV, Inc.

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

Exploring Opportunities in Canada
Monday, October 25, 4:15 - 5:30 p.m.
104C & D, Convention Centre, North Bldg., Level 100


Track: Roundtables
Facilitator: Janet Stanek, Senior VP, Managing Director, Wolf Direct

Global Business-to-Business: If It's Tuesday We Must Be Dropping in Belgium
Monday, October 25, 4:15 - 5:30 p.m.
801A, Convention Centre, South Bldg., Level 800

Case Study

Track: Business-to-Business
Speakers: Gerard H. Schmitt, Senior Vice President, Account Service, Sanna Mattson MacLeod, Inc.; Daniel Carazo, Marketing Communications Manager, Sulzer Metco, Inc.

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

How to Market in Australia and New Zealand and Get Results
Monday, October 25, 4:15 - 5:30 p.m.
104C & D, Convention Centre, North Bldg., Level 100


Track: Roundtables
Facilitator: James Sergej Saftich, National Director, Sales & Marketing, The Great Australian List Company Pty Ltd

Japan: What You Should Know Before going In
Monday, October 25, 4:15 - 5:30 p.m.
104C & D, Convention Centre, North Bldg., Level 100


Track: Roundtables
Facilitator: Cynthia Miyashita, President, Hemisphere Marketing

Research and Database Marketing: Actionable Brand Building Combinations That Work
Monday, October 25, 4:15 - 5:30 p.m.
701A, Convention Centre, South Bldg., Level 700


Track: Brand Advertising & Integrated Marketing
Speakers: Jock Bickert, Chairman & CEO, Looking Glass, Inc.; Gregory Ellis, COO, Opinion Research Company, Inc.

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

Retooling Your Business to Combat Declining Response Rates
Monday, October 25, 4:15 - 5:30 p.m.
101, Convention Centre, North Bldg., Level 100

Special Event!
Executive Forum

Track: Management Challenges
Speaker:John Hayes, Executive VP, Marketing, The J. Jill Group, Inc.

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.

Global Marketing Roundtables
Scandinavia: An Alternative Point of Entry Into the European Market
Monday, October 25, 4:15 - 5:30 p.m.
104C & D, Convention Centre, North Bldg., Level 100


Track: Roundtables
Facilitator: Robert T. Yarbray, Jr., International Business Manager, Unimedia DM

Selling to Suits: Myths and Methods Every Business-to-Business Creative Team Should Know
Monday, October 25, 4:15 - 5:30 p.m.
801B, Convention Centre, South Bldg., Level 800

Back by Popular Demand - With New and Updated Material!

Track: Business-to-Business
Speaker: Nancy Harhut, Senior Vice President, Creative Director, Direct Marketing, Mullen Advertising

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 three ways to strengthen each of the three critical elements of any direct mail piece
** Discover over 20 different creative ideas that you can use to start increasing your response rates tomorrow

Success Online is a 10-Letter Word - How Direct Marketing and the Net Work Together
Monday, October 25, 4:15 - 5:30 p.m.
718A, Convention Centre, South Bldg., Level 700


Track: E-Commerce
Speaker: Seth Godin, Vice President, Direct Marketing, Yahoo!

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

Supporting E-Business and Sales Strategy Through the Database
Monday, October 25, 4:15 - 5:30 p.m.
714, Convention Centre, South Bldg., Level 700

Case Study

Track: Database Tools & Technology
Speaker: Bob McKim, Chief Executive Officer, M\S Database Marketing

3Com 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

Surviving and Thriving in Latin America
Monday, October 25, 4:15 - 5:30 p.m.
104C & D, Convention Centre, North Bldg., Level 100


Track: Roundtables
Facilitator: Peter Jupp, Chairman & CEO, Infocore Inc.

The Future Has Arrived: Four-Color Variable Printing and Relationship Marketing
Monday, October 25, 4:15 - 5:30 p.m.
717, Convention Centre, South Bldg., Level 700

Case Study

Track: Creative & Production
Speakers: Jim Lewis, President, Relationship Marketing, Inc.; Gene Hunt, Jr., International Marketing Communications Manager, Agfa Corporation; Ann Wagner Dieleman, Vice President, Marketing, ARAG Group

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

Using E-Mail Marketing to Drive E-Commerce
Monday, October 25, 4:15 - 5:30 p.m.
701B, Convention Centre, South Bldg., Level 700


Track: Database Tools & Technology
Speakers: Noel Jerke, Senior VP, Operations, Judd's Online; Ian Oxman, President, ChooseYourMail.com

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

e-fr: Internet Fundraising Workshop
Monday, October 25, 4:15 - 5:30 p.m.
713, Convention Centre, South Bldg., Level 700

Fundamental
Sponsored by The DMA Non-Profit Council
Track: E-Commerce
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; Peg Hoerres, Product Marketer, Acxiom/Direct Media

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

7:15 - 8:15 a.m.

Business-to-Business Customer Acquisition - Beyond Merge/Purge
Tuesday, October 26, 7:15 - 8:15 a.m.
714, Convention Centre, South Bldg., Level 700


Track: Business-to-Business
Speakers: Allen Abbott, Partner, American Catalog Partnerships, LLC; Gary Smith, Director of Marketing, Blair Corporation

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

Golden Rules for International List Selection
Tuesday, October 26, 7:15 - 8:15 a.m.
713, Convention Centre, South Bldg., Level 700


Track: Global Marketing
Speaker: Mike Manning, Founder & President, Manning Media International

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

How Online Segmentation Drives Big Results
Tuesday, October 26, 7:15 - 8:15 a.m.
701B, Convention Centre, South Bldg., Level 700

Case Study

Track: E-Commerce
Speakers: Robert McKim, CEO, M\S Database Marketing; Peter Steinlauf, President, Edmunds.com

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

Mars and Venus in the Advertising Environment - The Successful Direct/General Relationship
Tuesday, October 26, 7:15 - 8:15 a.m.
701A, Convention Centre, South Bldg., Level 700

Case Study

Track: Creative & Production
Speakers: Marna Bullard; Peg Dilworth-Hunt, Director of Marketing, Mitsubishi Motor Sales of America, Inc.; Bruce Goldberg, Senior VP, Marketing, Brinks Home Security; Nicole Naumoff, Direct Marketing Manager, IKEA North America

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

Retaining Customers in Newly Competitive Marketplaces
Tuesday, October 26, 7:15 - 8:15 a.m.
715, Convention Centre, South Bldg., Level 700

Case Study

Track: Customer Relationship Management
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

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 marketplace

Targeting Cohort Values to Capture Explosive Response Rates
Tuesday, October 26, 7:15 - 8:15 a.m.
716, Convention Centre, South Bldg., Level 700


Track: Marketing Intelligence
Speaker: Charles D. Schewe, Principal, Lifestage Matrix Marketing

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

10:00 -11:15 a.m.

How Adidas Effectively Used Direct to Build Brand Loyalty
Tuesday, October 26, 10:00 -11:15 a.m.
107, Convention Centre, North Bldg., Level 100


Track:
Speaker: Alan Styler, Planning Director, Brann Worldwide

10:00 - 11:15 a.m.

Digital Asset Management for Global Catalog Marketers
Tuesday, October 26, 10:00 - 11:15 a.m.
205A/B/C/D, Convention Centre, North Bldg., Level 200

Case Study

Track: Brand Advertising & Integrated Marketing
Speakers: Matt Lundberg, Principal, Lundberg Systems; Valerie Merone, VP, Brochure Operations, Global Brand Imaging, Avon Products, Inc.

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

E-Commerce Primer Part 1: Assessing Today's E-Commerce Business
Tuesday, October 26, 10:00 - 11:15 a.m.
106, Convention Centre, North Bldg., Level 100


Track: Core Competencies
Speakers: Lauren Freedman, President, the e-tailing group; Donna Iucolano, VP, Interactive Services, 1-800-Flowers, Inc.

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

How Disintermediation is Changing the Rules of Marketing, Sales, and Distribution
Tuesday, October 26, 10:00 - 11:15 a.m.
801A, Convention Centre, South Bldg., Level 800


Track: Business-to-Business
Speaker: Christopher Ryan, CEO, Saligent Software, Inc.

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

Infuse Your Creative With a Database Punch - Then Watch Sparks Fly
Tuesday, October 26, 10:00 - 11:15 a.m.
718A, Convention Centre, South Bldg., Level 700

Fundamental

Track: Creative & Production
Speakers: Robert McKim, CEO, M\S Database Marketing; Carol Worthington Levy, Creative Director, Worthington Levy Creative; Mark Silverman, GRE Insurance Group

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

Internet Buyers: How Do You Use Those Names?
Tuesday, October 26, 10:00 - 11:15 a.m.
718B, Convention Centre, South Bldg., Level 700

Fundamental
Sponsored by The DMA List/Database Council and The Marketing Technology & Internet Council
Track: Database Tools & Technology
Speakers: Linda Huntoon, President, The SpeciaLISTS, Ltd.; Cindy Dale, Vice President, Interactive Business Development, BBDO; Chet VanWert, VP, Music Club Marketing, Columbia House; Hal Steger, VP, Marketing, Rubric

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

Net Metrics: Measuring the Effectiveness of Your Web Site
Tuesday, October 26, 10:00 - 11:15 a.m.
701A, Convention Centre, South Bldg., Level 700


Track: E-Commerce
Speakers: Gary Hennerberg, Principal, The Hennerberg Group, Inc.; David Muir, ACP Systems

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 the 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

Prize-Winning Advice for Your Sweepstakes Promotions
Tuesday, October 26, 10:00 - 11:15 a.m.
715, Convention Centre, South Bldg., Level 700


Track: Management Challenges
Speakers: Marsha Goldberger, Director, Ethics and Consumer Affairs, Direct Marketing Association, Inc.; Jerry Cerasale, Senior VP, Government Affairs, Direct Marketing Association, Inc.; Christopher Irving, Esq., Director, Consumer Affairs, Publishers Clearing House

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-regula-tory guidelines relating to sweepstakes and adhering to Recommended Customer Practices can help you successfully execute sweepstakes.
** Learn how to promote sweepstakes that comply with federal legislation
** Hear about The DMA's Sweepstakes Helpline
** Find out how the Helpline can assist you in helping your customers

Revolutionizing Renewal Marketing With Continuous Service
Tuesday, October 26, 10:00 - 11:15 a.m.
801B, Convention Centre, South Bldg., Level 800


Track: Customer Relationship Management
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, Reader's Digest

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

Snaring Customers in Your Web
Tuesday, October 26, 10:00 - 11:15 a.m.
206B/D/F, Convention Centre, North Bldg., Level 200

Sponsored by The DMA Insurance & Financial Services Marketing Council
Track: Insurance & Financial Services
Speakers: Warren Hunter, President, DMW Philadelphia; Mark Parisano, Vice President, E-Commerce & Operations, GE Financial Assurance; Robert Bland, CEO, Quotesmith.com, Inc.

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

The Cutting Edge of Data Integration
Tuesday, October 26, 10:00 - 11:15 a.m.
105, Convention Centre, North Bldg., Level 100


Track: Database Tools & Technology
Speaker: Donald P. Hinman, Ph.D., Data Content Group Leader, Acxiom Corporation

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

The Future of Direct Marketing in an E-Commerce World
Tuesday, October 26, 10:00 - 11:15 a.m.
701B, Convention Centre, South Bldg., Level 700


Track: Management Challenges
Speakers: David Dieterich, Vice President, NetSave.com, Hanover Direct; William Gorog, Chairman, IntelliData; Michael Rowsom, VP, Strategic Development, 24/7 Media; Heidi Messer, President & Co-Founder, LinkShare

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

The Ins and Outs of Affiliate Programs
Tuesday, October 26, 10:00 - 11:15 a.m.
716, Convention Centre, South Bldg., Level 700

Fundamental

Track: Global Marketing
Speakers: Tom Gerace, Co-Founder and Executive VP, Be Free; Stephen Messer, Chairman and Founder, LinkShare Corp.; G.M. O'Connell, Chairman & CEO, Modem Media.Poppe Tyson

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

Turn Customer Management Into Profit
Tuesday, October 26, 10:00 - 11:15 a.m.
714, Convention Centre, South Bldg., Level 700

Fundamental
Sponsored by The DMA Teleservices Council
Track: Media Channels & Choices
Speakers: Philip Cohen, Philip Cohen Consultant AB; Nino DiCosmo, Marketing Director, Centrobe International; Bibi Bajwa, Director, Teleperformance United Kingdom; Robyn Beaney, Director of Sales and Marketing, Prestige International

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

Turning Your Data Into Information-Based Marketing - A Utility Case Study
Tuesday, October 26, 10:00 - 11:15 a.m.
713, Convention Centre, South Bldg., Level 700

Fundamental
Sponsored by The DMA Utilities Group
Track: Marketing Intelligence
Speaker: Duane Dahlheimer, Vice President, Business Development, DiMark/Harte-Hanks

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

2:30 - 3:30 p.m.

$300 Billion Purchasing Power: The Profit Value of Managing Customer Relationships to the Hispanic Market
Tuesday, October 26, 2:30 - 3:30 p.m.
713, Convention Centre, South Bldg., Level 700

Fundamental
Sponsored by The DMA Directo Council
Track: Customer Relationship Management
Speakers: Gloria Garcia, Manager, Customer Service, CDS; Shelly Lipton, President, Bienestar/LCG Communications

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

101 Ways to Improve Response
Tuesday, October 26, 2:30 - 3:30 p.m.
718A, Convention Centre, South Bldg., Level 700


Track: Creative & Production
Speaker: Alan Rosenspan, President, Alan Rosenspan & Associates

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

Acquisitions: Strategic, Economic and Process Management for Successful Outcomes
Tuesday, October 26, 2:30 - 3:30 p.m.
701B, Convention Centre, South Bldg., Level 700


Track: Management Challenges
Speaker: Don Libey, President, Libey Incorporated

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

Blueprints and Roadmaps: Controlling Insurance Direct Marketing Success
Tuesday, October 26, 2:30 - 3:30 p.m.
206B/D/F, Convention Centre, North Bldg., Level 200

Case Study
Sponsored by The DMA Insurance & Financial Services Marketing Council
Track: Insurance & Financial Services
Speakers: Don Jackson, Chairman, The Jackson Consulting Group, Ltd.; John Harrision, Partner, EGE, L.L.C.

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

E-Commerce Primer Part 2: Designing an E-Commerce Strategy That Works Long-Term
Tuesday, October 26, 2:30 - 3:30 p.m.
106, Convention Centre, North Bldg., Level 100


Track: Core Competencies
Speaker: Lauren Freedman, President, the e-tailing group; Donna Iucolano, VP, Interactive Services, 1-800-Flowers, Inc.

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

How to Use Consumer Behavior Data to Maximize Your Acquisition/Retention Investment
Tuesday, October 26, 2:30 - 3:30 p.m.
718B, Convention Centre, South Bldg., Level 700


Track: Database Tools & Technology
Speaker: Deborah Pine, Principal, PreVision Marketing, Inc.

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

Infomediaries: The New Middlemen of the Internet
Tuesday, October 26, 2:30 - 3:30 p.m.
801A, Convention Centre, South Bldg., Level 800


Track: Business-to-Business
Speaker: Trevor Traina, Group Manager, MSN Commerce Services

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 middlemen serve 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

International Mailing Strategies that Cut Costs and Improve Response Rates
Tuesday, October 26, 2:30 - 3:30 p.m.
717, Convention Centre, South Bldg., Level 700

Fundamental
Sponsored by The DMA International Council
Track: Global Marketing
Speakers: Lawrence J. Chaido, Director, TransGlobal Consultants; James Thornton, Managing Director, Mailing Lists (Asia) Ltd.

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

Internet Politics: A Finger in the Dam?
Tuesday, October 26, 2:30 - 3:30 p.m.
701A, Convention Centre, South Bldg., Level 700

Sponsored by The Association for Interactive Media (AIM)
Track: E-Commerce
Speakers: Ben Isaacson, Acting Executive Director, AIM; John Lawlor, CEO, EmailChannel, Inc.; Stan Sokul, Principal, Davidson & Company

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

Leveraging Your Direct Marketing Skills in the Digital Age
Tuesday, October 26, 2:30 - 3:30 p.m.
714, Convention Centre, South Bldg., Level 700


Track: E-Commerce


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

Making the Web Work in Conjunction With Traditional Channels
Tuesday, October 26, 2:30 - 3:30 p.m.
107, Convention Centre, North Bldg., Level 100


Track: Media Channels & Choices
Speaker: Chris Peterson, President, FusionDM

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

Observe the Unobservable Through Multivariate Data Analysis Techniques
Tuesday, October 26, 2:30 - 3:30 p.m.
205A/B/C/D, Convention Centre, North Bldg., Level 200


Track: Database Tools & Technology
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

Multivariate techniques - such as factor, cluster, and discriminate - can define under-lying/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

The Secrets of High-Performance Lead Generation
Tuesday, October 26, 2:30 - 3:30 p.m.
716, Convention Centre, South Bldg., Level 700


Track: Brand Advertising & Integrated Marketing
Speaker: Bob Hacker, President, The Hacker Group

Lead generation is very different from 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

True Stories From the Trenches of Variable Digital Marketing
Tuesday, October 26, 2:30 - 3:30 p.m.
801B, Convention Centre, South Bldg., Level 800

Case Study
Sponsored by The DMA Digital Marketing Group
Track: Creative & Production
Speakers: Brett Knobloch, Manager, Interactive Consumer Marketing, Whirlpool Corporation; Christopher Batchik, Brand Relationship Marketing Manager, General Motors; Keith Haig, US Marketing Manager, 3M Dental

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

Using Research to Measure and Improve Internet Marketing
Tuesday, October 26, 2:30 - 3:30 p.m.
105, Convention Centre, North Bldg., Level 100


Track: Marketing Intelligence
Speaker: Scott Young, Vice President, Perception Research Services, Inc.

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

You Can Compete With the Big Guys - They Screw Up Too
Tuesday, October 26, 2:30 - 3:30 p.m.
715, Convention Centre, South Bldg., Level 700

Case Study

Track: Customer Relationship Management
Speaker: Dave Ratner, President, Dave's Soda & Pet City

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

4:30 - 5:30 p.m.

DRTV's Impact on Other Product Distribution Channels
Tuesday, October 26, 4:30 - 5:30 p.m.
713, Convention Centre, South Bldg., Level 700

Case Study
Sponsored by The DMA Broadcast Council
Track: Media Channels & Choices
Speaker: Collette Liantonio, President, Concepts TV Productions

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

Deciphering and Implementing Customer- Information-Based Strategies
Tuesday, October 26, 4:30 - 5:30 p.m.
718A, Convention Centre, South Bldg., Level 700

Case Study

Track: Marketing Intelligence
Speakers: Laura Novikow, Customer Development Project Manager, Sears Canada; Mary Lou Kolodzief, Director, Consulting Services, Retail Target Marketing Systems, Inc.

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

Delivering the Right Offer to the Right Person - The Credit Card Issuer Connection
Tuesday, October 26, 4:30 - 5:30 p.m.
206B/D/F, Convention Centre, North Bldg., Level 200

Sponsored by The DMA Insurance & Financial Services Marketing Council
Track: Insurance & Financial Services
Speakers: Jan Davis, Senior Vice President, Performance Data; Carolyn Gjertvik, Senior Product Research Manager, Trans Union, LLC; Mike Manaton, Credit Policy Project Manager, First Consumer's National Bank

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

Divestitures: Strategic, Economic and Process Management for Successful Outcomes
Tuesday, October 26, 4:30 - 5:30 p.m.
701B, Convention Centre, South Bldg., Level 700


Track: Management Challenges
Speaker: Don Libey, President, Libey Incorporated

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"

Does Creative Have to Be Bad to Be Good?
Tuesday, October 26, 4:30 - 5:30 p.m.
701A, Convention Centre, South Bldg., Level 700


Track: Creative & Production
Speaker: Jack Schmid, President, J. Schmid & Associates, Inc.

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

E-Commerce Primer Part 3: Online Customer Service - Obstacles, Challenges, and Opportunities
Tuesday, October 26, 4:30 - 5:30 p.m.
106, Convention Centre, North Bldg., Level 100


Track: Core Competencies
Speakers: Lauren Freedman, President, the e-tailing group; Donna Iucolano, VP, Interactive Services, 1-800-Flowers, Inc.

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

E-Commerce Technology Solutions
Tuesday, October 26, 4:30 - 5:30 p.m.
714, Convention Centre, South Bldg., Level 700

Sponsored by The Association for Interactive Media (AIM)
Track: E-Commerce
Speakers: Ben Isaacson, Acting Executive Director, AIM; Paul Bates, VP, Information Products Group, BizRate.com; Stephen Messer, Chairman & CEO, LinkShare Corporation; Rob Panepinto, Senior VP, Sales & Development, Connextions.net; ill Ruzitsky, VP, GM Enterprise Incentive Solutions, Netcentives Inc.

Organizations and individuals that are considering redesigning their Web sites face a dizzying array of technological possibilities to facilitate e-commerce.
** Understand what 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

Establishing Effective Coordination Between IT, Marcom, Operations, and Direct Marketing to Make the Web Work
Tuesday, October 26, 4:30 - 5:30 p.m.
105, Convention Centre, North Bldg., Level 100


Track: E-Commerce
Speakers: Nadine Sjolseth, Senior Director, Consulting Services, Modem Media.Poppe Tyson; Diana Scott, Vice President, Direct/Electronic Distribution, John Hancock

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

From Strategies Through Tactics: Loyalty Programs Demystified
Tuesday, October 26, 4:30 - 5:30 p.m.
718B, Convention Centre, South Bldg., Level 700

Fundamental

Track: Customer Relationship Management
Speaker: Dennis Duffy, President, Cadmus Direct Marketing

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

Great DRTV Around the Globe
Tuesday, October 26, 4:30 - 5:30 p.m.
717, Convention Centre, South Bldg., Level 700


Track: Global Marketing
Speaker: Rob Woodroffe, Chairman, Interwood Marketin

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

Merchandising Trends: What's Hot, What's Not
Tuesday, October 26, 4:30 - 5:30 p.m.
715, Convention Centre, South Bldg., Level 700


Track: Creative & Production
Speaker: Andrea Lawson Gray, President, Aesthetics Marketing

Join Andrea Lawson Gray, 20-year catalog merchandising veteran, in a discussion of product trends. Look at consumer buying patterns in virtually all merchandise categories and consumer segments, from gourmet food to tech, from kids to seniors.
** Find out what's motivating behavior
** Learn how consumers are assessing and expressing themselves through what's selling and what isn't
** Hear about new merchandising trends as we enter the next millennium

Next-Generation E-Mail Marketing
Tuesday, October 26, 4:30 - 5:30 p.m.
107, Convention Centre, North Bldg., Level 100

Sponsored by The DMA Marketing Technology & Internet Council
Track: Database Tools & Technology
Speakers: Chris Hoerenz, Vice President, Marketing, CDNOW; Eric Goodwin, CEO, Media Synergy; Reggie Brady, VP Business Development, Media Synergy

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

One-to-One Brand Building on a Mass Scale
Tuesday, October 26, 4:30 - 5:30 p.m.
205A/B/C/D, Convention Centre, North Bldg., Level 200

Case Study
Fundamental

Track: Brand Advertising & Integrated Marketing
Speaker: Thomas W. Lemke, Vice President, Database Marketing & Internet Commerce, Kmart Corporation

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

Preparing for Generation Y and Beyond
Tuesday, October 26, 4:30 - 5:30 p.m.
716, Convention Centre, South Bldg., Level 700


Track: Marketing Intelligence
Speaker: Ann Clurman, Partner, Yankelovich Partners, Inc.

Forget about Generation X. The real market to be concerned about are the teenagers that make up Generation Y. And even scarier are 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

Profitably Targeting Your Dealers' Customers
Tuesday, October 26, 4:30 - 5:30 p.m.
801A, Convention Centre, South Bldg., Level 800

Fundamental

Track: Business-to-Business
Speaker: Nick Poulos, President, pmh caramanning, inc.

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 informationa 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 communi-cations to get the message to your channel

Think Global, Act Local: The Internet Accelerates Everything
Tuesday, October 26, 4:30 - 5:30 p.m.
801B, Convention Centre, South Bldg., Level 800

Case Study
Sponsored by The DMA Business-to-Business Council
Track: Business-to-Business
Speakers: Ruth Stevens, Director, Direct Marketing, IBM Software Group; John Cooper, Vice President, Marketing, FedEx Canada; Jim Roots, Vice President, Marketing, Grainger Internet Commerce

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

10:30 - 11:30 a.m.

12 Pitfalls to Avoid When Marketing to Canadians
Wednesday, October 27, 10:30 - 11:30 a.m.
717, Convention Centre, South Bldg., Level 700


Track: Global Marketing
Speakers: Sheldon Hellin, President, Hellin Marketing Group; Cathy Shilton, Creative Director, Hellin Marketing Group

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

85 High-Risk Internet Markets That Pose a Threat to Your Brand Identity
Wednesday, October 27, 10:30 - 11:30 a.m.
801B, Convention Centre, South Bldg., Level 800

Fundamental

Track: Brand Advertising & Integrated Marketing
Speaker: Pinkard Alan "Pinky" Brand, Director, idNames Division, Network Solutions, Inc.

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

Delivering on the Promise: Customer Care in the New Millennium
Wednesday, October 27, 10:30 - 11:30 a.m.
718A, Convention Centre, South Bldg., Level 700


Track: E-Commerce
Speakers: Larry Becker, Director of Internet Publishing, Crutchfield; Bill Ness, Chief Operating Officer, Road Runner Sports

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

Essential Monthly Performance Measurements for CEOs of Catalog Companies
Wednesday, October 27, 10:30 - 11:30 a.m.
701B, Convention Centre, South Bldg., Level 700


Track: Management Challenges
Speaker: Michelle Gilbert, Managing Director, MG Direct

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

Guerrilla Warfare: Finding and Retaining the Best and Brightest Direct Marketing Talent
Wednesday, October 27, 10:30 - 11:30 a.m.
206B/D/F, Convention Centre, North Bldg., Level 200

Sponsored by The DMA Insurance & Financial Services Marketing Council
Track: Insurance & Financial Services
Speakers: Greg Bruner, Senior Vice President, Michael Edwards Communications, Inc.; Jeff Gundersen, Principal, Gundersen Partners, LLC; Peter Fitzpatrick, Managing Director, International, Gundersen Partners, LLC

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

Managing Brand Equity in a Changing World: Marketing Musts and the New Mature Consumer
Wednesday, October 27, 10:30 - 11:30 a.m.
718B, Convention Centre, South Bldg., Level 700


Track: Marketing Intelligence
Speaker: William Burkhart, President, Age Wave IMPACT

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

Shanghai to Stuttgart - How Global Response Management Works
Wednesday, October 27, 10:30 - 11:30 a.m.
715, Convention Centre, South Bldg., Level 700

Case Study
Sponsored by The DMA International Council
Track: Global Marketing
Speaker: Robert Howells, Director, International Business Development, Harte-Hanks Response Management

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

Technology's Impact on Business-to-Business Automation
Wednesday, October 27, 10:30 - 11:30 a.m.
801A, Convention Centre, South Bldg., Level 800


Track: Business-to-Business
Speakers: Steven Roth, Principle Consultant, PriceWaterhouseCoopers Management Consultants; Ann Zeller, Vice President, Information & Special Projects, Direct Marketing Association, Inc.

New DMA research, conducted by PriceWaterhouseCoopers, examines the current state of marketing automation and specifically the implications of the new tools and technologies for business-to-business direct marketers.
- Explore case studies of individual b-to-b companies and how they are effectively applying new technologies
- Receive guidelines and prescriptions for reaching best in class

Testing Basics: Proven Principles for Improving Testing Effectiveness
Wednesday, October 27, 10:30 - 11:30 a.m.
713, Convention Centre, South Bldg., Level 700

Fundamental
Sponsored by The DMA Research Council
Track: Marketing Intelligence
Speakers: Kenneth Hartmann, Consultant, David Shepard Associates; Randy Hlavac, President, Marketing Synergy, Inc.

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

The New Business of "New Business"
Wednesday, October 27, 10:30 - 11:30 a.m.
714, Convention Centre, South Bldg., Level 700


Track: Creative & Production
Speakers: Mitchell Orfuss, Executive Vice President, OgilvyOne; Jan Apple, Agency Relations Consultant

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

The Next Debate: How the New Technology Will Impact List Industry Rules
Wednesday, October 27, 10:30 - 11:30 a.m.
205A/B/C/D, Convention Centre, North Bldg., Level 200


Track: Database Tools & Technology
Speakers: Jerry Gould, President, Conrad Direct, Inc.; David Williams, President & CEO, Merkle Direct Marketing, Inc.; John Baldwin, Vice President, Marketing, Phillips Publishing, Inc.

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 reexamined and refined
** Net re-mailing: Mailers are doing it. How does the list owner monitor it and bill for it

The Next Wave of Innovation: The Fourth Dimension of Customer Marketing
Wednesday, October 27, 10:30 - 11:30 a.m.
701A, Convention Centre, South Bldg., Level 700

Sponsored by The DMA Marketing Technology & Internet Council
Track: Customer Relationship Management
Speaker: Rob Jackson, Principal, DiaLogos, Inc.

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 dimensionÉlinking customer, channel, product, and customer community
** Understand how to create customer communities that drive the future of customer-relationship marketing

The Reinvention of Telemarketing - Look Ahead or Be Left Behind
Wednesday, October 27, 10:30 - 11:30 a.m.
716, Convention Centre, South Bldg., Level 700


Track: Media Channels & Choices
Speaker: Mitchell Lieber, President, Lieber & Associates

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 and qualified staff

2:30 - 3:30 p.m.

60 Proven Ways to Increase Direct Mail Response Rates and Sell-Through in Less Than 60 Minutes
Wednesday, October 27, 2:30 - 3:30 p.m.
205A/B/C/D, Convention Centre, North Bldg., Level 200

Back by Popular Demand - With New and Updated Material!

Track: Creative & Production
Speaker: Bob Hacker, President, The Hacker Group, Ltd.

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

Critical Steps to Creating, Launching, and Managing a Successful Loyalty Program
Wednesday, October 27, 2:30 - 3:30 p.m.
206B/D/F, Convention Centre, North Bldg., Level 200


Track: Customer Relationship Management
Speaker: Don Neal, Principal, Focalpoint Marketing, Inc.

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

Predictions on Database Marketing: Nine Deadly Mistakes That Will Ruin Your Chances for Success in the Next Century
Wednesday, October 27, 2:30 - 3:30 p.m.
tbd, tbd


Track: Database Tools & Technology
Speaker: Rob Jackson, Principal, Dialogos, Inc.

Those building marketing databases assume that they will help build a relationship with their customers, promote retention, referrals and increased sales. Actually, there are many situations in which database marketing doesn't work. The talk includes examples of failure taken from a variety of industries, and closes with simple rules for success. Included are examples of common errors, including:
- Treating all customers alike
- Focusing on price instead of relationships
- Getting the economics wrong
- Failing to develop a marketing strategy
- Building a database that is too big and excessively delayed
- Failing to link your database to the internet