Find More Money in Your Customer Database and Improve Customer Segmentation

Overview

Many marketing managers seeking to improve segmentation face unanticipated technology and organizational hurdles. Understanding the business objective, then selecting the right technology, building the right culture and bridging the gap between data silos from multiple departments is a daunting challenge for any organization. These reference materials help marketing directors, product managers, analysts and senior marketing executives explain their business challenges to IT. Marketing managers need to be very clear that business drives the technology and not the reverse. The goal is to properly communicate with IT to overcome some of the technology and organizational barriers that stand in the way of effective data analysis. In addition, these materials will help business managers understand how integration of sales and marketing activity data streams can enable development of marketing effectiveness models to guide optimal resource allocation. This workshop is critical for marketing managers and marketing executives who are seeking more cooperation from their IT departments. 5 reasons to attend: • Explore the barriers to effective segmentation • Find out how to align your marketing and technology • Discover ways to increase response through segmentation • Improve communication with your IT department • Reduce your marketing spending by learning to use data and models

Authors

Dan Neff, Aquent Kevin Richardson, Marketing Analytics