Session 1
"High Performance Digital Marketing and Advertising"
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- What is the key to higher performing marketing and advertising?
- What is iDirect and what does it mean to the discipline of marketing?
- What are the four principles to successful iDirect marketing that lead to increased return on marketing investment (ROMI)?
- How can you get the most out of examples of marketers who are transforming and progressing classic direct marketing principles to today's multichannel world?
Stan Rapp is a direct marketing icon who has been recognized by Advertising Age and the advertising Club of New York as one of the 101 individuals who shaped advertising in the 20th Century. He is co-founder and former CEO of Rapp Collins Worldwide, and co-author of the bestselling book, MaxiMarketing, as well as five other widely read business books. In his latest endeavor as Chairman of the newly-established Engauge enterprise, he has joined with pacesetters from the communications, digital and direct advertising world to create a much-needed 21st Century agency model.
Tim Suther is Acxiom's Senior Vice President of Multichannel Marketing Services. Tim has more than 25 years of experience applying disruptive technology-enabled business models to achieve transformational results across a wide variety of industries.
Session 2
"The State of Mobile Marketing and Its Role in the Multichannel Mix"
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- Where is mobile today?
- How does mobile marketing fit into overall multichannel marketing plans?
- Where are the opportunities in mobile? (Mobile CRM, mobile advertising and mobile advertising seem prime candidates with the use of SMS, mobile sites and mobile applications.)
- Next steps to take to embrace mobile marketing
Matthew Valleskey oversees marketing and communications for the Mobile Services division at Neustar, which provides market-leading and innovative services that enable trusted communication across networks, applications and enterprises around the world. Neustar established and currently operates the authoritative Registry for US Common Short Codes www.UsShortcodes.com, on behalf of the CTIA - The Wireless Carrier Association. Matthew has been involved with marketing and communication in the hi-tech sector for almost 20 years and is an active participant in promoting and evangelizing mobile marketing.
Josh Herman is Acxiom's Global Multichannel Marketing Services Innovation Leader and one of the creators of Acxiom's household segmentation system, Personicx. He works and consults with Acxiom's largest partners and Fortune 500 clients to engage in emerging digital media channels. Selected as one of American Demographics magazine's "25 influential people on the demographic landscape in the past 25 years," Herman is a guest lecturer at Georgetown University, the Sam Walton School of Business, and the Congressional Economic Leadership Institute. He has also been an adjunct professor of database marketing at American University in Washington, D.C.
Mark Ogne directs marketing efforts for Acxiom's Multichannel Marketing Services and Consulting lines of business. As a practitioner with more than 25 years experience leading marketing, product, client strategy and account management functions, Mark is known for innovations in website personalization, ecommerce and B2B marketing.
Session 3
"Marketing Mix Optimization - The Starting Point for Multichannel, Customer Centric Communications"
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Performance of marketing investments is being scrutinized now more than ever before. And, marketers are faced with an exponential growth in the number of media and marketing channels. Therefore, many marketers are asking themselves: How do I determine the optimal marketing investment mix to reach my most profitable customers with the right product and offer? This session will examine how to do just that by:
- Recognizing and segmenting your most profitable customers and prospects
- Executing and linking individual level media consumption
- Forecasting the effects of marketing tactics across your lines of business, brands, geographies, media and channels
Tom Mangan serves as senior vice president for Acxiom's consulting practices, responsible for driving strategic value through integrated multichannel marketing services and for generating value-added solutions for clients through business intelligence.
JP Bewley serves as vice president for Acxiom's consulting practice for multichannel marketing strategy. JP helps organizations integrate online and offline marketing silos by bringing channels together while incorporating analytics and customer preference into the strategy.