DMA09 Master Class
Sunday, October 18
9:00 a.m. - 2:35 p.m.
San Diego Convention Center
The Master Class is an advanced level full-day event designed for experienced professionals in the direct marketing industry. Industry experts from some of the leading marketing organizations will discuss insightful and thought-provoking issues that will be applicable to all senior professionals.
Four stimulating intensive sessions will expand your outlook on the future of direct marketing. You will leave with a deep understanding of where direct marketing is headed and how to incorporate your company in the transition.
To download a pdf of the program, click here:
DMA09 MASTER CLASS PROGRAM
9:00 – 9:05 a.m.
Welcome
Paul McDonnough
Vice President, Conference & Events, DMA
9:05 – 10:10 a.m.
Keynote — a comScore Update
Marketing on the Internet: Planning, Measuring and Evaluating the Impact of Online Advertising
Whether driving traffic to a content website, building e-commerce sales or using the Internet to marketing products and services that are bought offline, successful marketers require superior consumer insight to help them design successful marketing strategies, minimize risk and maximize revenue. This Master Class will offer attendees insights and best practices to get the most out of their online marketing efforts by utilizing proven metrics and measurements.
Gian Fulgoni, Chairman & Co-Founder, comScore Inc.
10:10 – 10:20 a.m.
Networking Break
10:20 – 11:15 a.m.
Innovations in Marketing Leadership
Re-Set: A Closer Examination of the Global Pull Society
The modern consumers have presented business community with the biggest challenge in many years. They have taken charge of communication – and have no intention of letting go again. They demand dialogue, they have expectations regarding ethics, and they challenge businesses. This is the reality of “The Pull Society”. Kirsten Dinesen shares her eye-opening findings and thoughts.
Scholar:
Kirsten Dinesen, Founder and Owner, Front Page, a PR and Communications Agency
External Communications Officer I, Denmark, GOOGLE
Assistant Professor, Aarhus School of Business, Denmark
11:30 – 12:45pm
Luncheon Keynote
Scott Monty, Global Digital and Communications Manager, FORD MOTOR COMPANY
1:00 – 1:50pm
CMO Council-Sponsored Spotlight
ROUTES TO REVENUE: WAYS TO ACHIEVE TOP LINE GROWTH IN RECESSIONARY TIMES
Tough times are often the best times to increase the value, influence and standing of marketing across the organization. This interactive session will explore how marketers can drive top-line growth and become assertive in owning customer insight, experience, loyalty and advocacy.
According to the CMO Council’s Routes to Revenue research, it’s time for marketers to get back to basics and drive fundamental back-end processes and analytics that can create business value.
Moderator:
Liz Miller, Vice President, Programs & Operations, CMO Council
A distinguished panel of marketing executives will be announced shortly.
1:50 – 2:35pm
Leading CRM Practices for a Changing Economy
The Neuromancers
Is there a “buy button” inside the human mind? That’s the billion-dollar question and to answer it, a new generation of marketers is coming for your customers’ brains. Their work will impact marketing budgets, reward design, dialogue marketing, customer segmentation and more. Join Kelly and COLLOQUY as we slide into the MRI machine for a closer look at the burgeoning field of neuromarketing and explore the implications for loyalty marketers.
Kelly Hlavinka, Director, COLLOQUY
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