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Events for October 22, 2013 through June 4, 2014

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October 2013

Improve Your Bottom Line Through Multi-Channel Automated One-to-One Marketing

October 22, 2013 @ 12:00 pm - 1:00 pm

Sponsored by: SmartFocus Emailvision announced it has changed its name to SmartFocus. As an innovator in real-time, personalized marketing across email, mobile, social, and web, the new brand name better reflects our vision and solutions capabilities that the company brings to the market. As SmartFocus, the company will continue to provide scalable, reliable, and secure cloud services to more than 2,500 existing customers across Europe, America, and Asia. Join SmartFocus and the Direct Marketing Association (DMA) for an exclusive webinar…

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Free for Members | $150 non-member

Direct Mail Testing: Form vs. Function

October 23, 2013 @ 2:00 pm - 3:00 pm

Sponsored by: DMANF and ASPCA As good direct marketers we know we should test, test, test, but just what shape should all that testing take? The Senior Director of the ASPCA’s Member Communications program will share lessons learned on two very different testing approaches they’ve taken to their mailings and how those results have influenced future plans. Testing approaches and creative techniques for renewals, appeals, and other house file campaigns will be discussed. Take-aways Learn different ways to approach testing…

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Acquire and Retain Customers: Driving Conversions from Insights to Execution

October 30, 2013 @ 2:00 pm - 3:00 pm

Sponsored by: Extraprise & SDL Forrester’s Customer Life-Cycle model demonstrates how people DISCOVER a brand either actively or passively, before they EXPLORE and research the brand or the product being considered. If all goes well, they BUY the product and then ENGAGE with the brand post-purchase. Leveraging the DISCOVER-EXPLORE-BUY-ENGAGE model enables marketers to map their activities to customer journeys, ensuring conversions which drive customer acquisition, as well as customer development and retention. For customer acquisition, marketers need to apply analytics…

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November 2013

Your Customers Need a Clear Path to Your Site: Harness the Power of Digital Marketing – a case study for using paid, owned and earned media

November 5, 2013 @ 2:00 pm - 3:00 pm

Sponsored by: Zeon Solutions Marketing has changed and will continue to shift from traditional outbound strategies(direct mail and cold calling) to a new form of lead nurturing, information-based selling. Instead of requesting a print catalog or calling a service center, consumers are heading online for product research, comparative data, and social recommendations. They are interacting with connections on social media, being influenced by online ads, and finding the content they need on search engines. With an endless number of strategies…

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DMA Analytics Council Presents: 7 Ways to Amp Up Your Marketing Using Customer Analytics

November 7, 2013 @ 2:00 pm - 3:00 pm

Presented by: DMA Analytics Council Sponsored by: IBM It is no secret that leading marketers are using analytics to bring a whole new level of sophistication to marketing. Now marketing can be truly personalized, cross-channel, and real-time. But what are the technical and practical steps to turn shoppers into buyers? What analytics should marketers be using to optimize online, mobile and offline channels? Attend this webinar to learn how you can: Use analytics across typical data silos to create deeper…

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Hill Day At My Desk – Quarterly Government Affairs Briefing

November 21, 2013 @ 2:00 pm - 3:00 pm

Privacy bills, data protection inquiries and do not track… oh my! It’s a busy year for privacy, data protection and data use issues that impact data-driven marketers. It is no secret that leading marketers are affected by the decisions made in Washington, DC by legislators and regulators. But do you understand how these actions affect the future of your organizations marketing strategy? Do you know what threats exist and how you, as a marketer, can stay ahead of the dozens…

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December 2013

Future Proofing Search Marketing for 2014 and Beyond

December 4, 2013 @ 2:00 pm - 3:00 pm

Sponsor: The Search Agency For search marketers, 2013 was a year of ups and downs, new products, new opportunities, and new challenges. As marketers prepare their marketing strategies and tactics for 2014, its imperative that they reflect on the past year to plan for the future. In this webinar, The Search Agency’s SEO and Paid Media experts will review key trends from 2013 and provide marketers with the knowledge and tools to future-proof their search marketing campaigns for 2014 and…

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DMA Analytic Council Presents: Solving Difficult Research Problems with Bayes Nets

December 5, 2013 @ 2:00 pm - 3:00 pm

Presented by: DMA Analytics Council Sponsored by: IBM This is an Intermediate level overview of how to use Bayes Net to solve marketing analytics challenges. We will cover a brief background on conditional logic and compare Bayes Net with other regression-based models. Several practical applications will be covered: Finding structures that make sense starting with a messy questionnaire Predicting market share from questionnaire questions Tackling data mining and text analytics. Key Takeaways Gain a solid understanding of the model, conditional…

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Free for Members | $150 non-member

Multi-Channel Attribution for Non-Profits

December 11, 2013 @ 2:00 pm - 3:00 pm

Sponsored by: DMANF and CDR fundraising Group Multi-channel campaigns generally mean better results for your organization. But when a single constituent receives consistent messaging through multiple channels, how does your organization know which source to attribute the response? We’ll discuss attribution methods for integrated multi-channel campaigns that help organizations determine which channel gets “credit”. We’ll also share best practices for running these types of campaigns. Take-aways Learn various methods for calculating attribution Best practices for multi-channel campaigns Example campaigns across…

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15 Ways to Jump Start Your B2C Customer Acquisition and B2B Demand Generation Programs Now!

December 12, 2013 @ 2:00 pm - 3:00 pm

Sponsor: KERN an Omnicom Agency Nothing is worse than the sinking feeling of missing your campaign goals and exceeding you cost per metrics after weeks of planning and preparation. The sales force starts complaining and your VP starts hovering, waiting to see how you’re going to fix things FAST. If you are faced with B2C acquisition or B2B demand generation and lead nurturing programs delivering less-than-expected results, or you just want to rev up your current program performance, this webinar…

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January 20142014

DMA Analytic Council Presents: Predicting Multi Channel Online Behavior: Easy and Effective Non-Linear Methods

January 16, 2014 @ 2:00 pm - 3:00 pm

Presented by: DMA Analytics Council Sponsored by: IBM It’s easy to buy into the promise of big data-driven marketing, but challenging to actually implement. With data coming at us from Data Management Platforms (DMPs), social networks, our own web properties, email, point of sale, promotional, and even old fashioned call centers and direct mail, our scary old terabytes of marketing data have turned into petabytes. All sorts of companies have demonstrated the ability to store and analyze massive data sets,…

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Three Digital Marketing Trends Marketers Can’t Ignore in 2014

January 22, 2014 @ 2:00 pm - 3:00 pm

Hosted by: iCrossing The best CMOs in the world constantly ask questions. Are we doing everything we can to connect with consumers and are we doing it as effectively as possible? What are the big ideas and insights that will drive the brand forward? At this time of year, CMOs should only have one question on their minds: How can I ensure that my brand is poised for success? To answer that question, join Gary Stein, iCrossing’s SVP, Strategy &…

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Marketing Data: The Future of the Data-Driven Economy?

January 23, 2014 @ 2:00 pm - 3:00 pm

Hosted by: DMA|DDMI We all lead data-driven lives. Consumers – and the economy – enjoy greater benefits today because of the innovative use of marketing data. Data sets tell marketers what consumers like and inform not only smart marketing strategies, but also provide vital insight into how we operate as a community, a government, a nation, a society. At the same time, legislators and regulators are questioning the use of marketing “big data” with increased skepticism and concern. Some even…

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How a Custom Survey Provides Exceptional Customer Service

January 29, 2014 @ 2:00 pm - 3:00 pm

Sponsor: emfluence Automation – from welcoming new customers and prospects to re-engaging inactives – is the “easy money” of email marketing. Across all stages of the buyer life cycle, marketers can use automation to stay in touch at the right moment with their customers and prospects. Most importantly, it’s useful for more than just selling – an automated email plus feedback survey combination can lead to happier customers and longer loyalty. Mercedes Benz vehicles attract customers with an especially high…

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February 2014

Learn How to Increase Customer Engagement with Better Data Management and Cross-Channel Marketing

February 5, 2014 @ 2:00 pm - 3:00 pm

Sponsored by: RedPoint Global Growing Customer Engagement is Critical to Success. Learn How Public Media Powerhouse WGBH Accelerated Donor Engagement through Improved Data Management, Content Delivery and Cross-Channel Marketing. Public media powerhouse WGBH Boston serves New England, the nation, and the world with educationally rich content that informs, inspires, and entertains. The single largest producer of Web and TV content for PBS and a major supplier of programming for public radio nationwide, WGBH has earned countless awards, including broadcasting’s top…

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Behavioral Lead Scoring: Segmentation Beyond Demographics

February 11, 2014 @ 2:00 pm - 3:00 pm

Sponsored by: Act-On It’s no secret that the marketing paradigm has shifted. As people self-select into increasingly fluid and fragmented groups, getting the right message to the right market segment has become more and more complicated. It is crucial that marketers are prepared to collect and interpret data that will provide actionable insight into real sales potential. Join Janelle Johnson, Director of Demand Gen, and Linda West, Manager of Demand Gen, to explore a focused approach, identifying specific behavioral patterns…

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DMA Analytic Council Presents: Your Customers Want to Love You – Transforming Customer Experiences With Big Data…

February 13, 2014 @ 2:00 pm - 3:00 pm

Presented by: DMA Analytics Council Sponsored by: IBM As the number of interaction channels have exploded, it has become harder to maintain a consistent customer experience across interaction touch-points. Only 15% of CIO’s say their companies do “very well” in maintaining a consistent user experience across all communication channels.* Since most interaction channels are siloed, and channels do not share information with each other, most customer experience breakdowns occur at the boundaries between interaction channels. Think about a service issue…

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DMA Member Only Briefing: Readiness Planning for Data Breaches

February 20, 2014 @ 2:00 pm - 3:00 pm

Sponsored by: DMA We have entered a “new normal.” The criminals behind the recent spate of data breaches are still out there, and every retailer and every marketer who uses consumer data (and who among us does not?) needs to be ready. Join DMA to learn about resources for members on how to prepare, react and build stronger trust bonds with your customers. You will learn about: DMA Assets you can use for completing your readiness efforts. Legal advice on…

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Free for Members | $150 non-member

ETHICS AND COMPLIANCE: Happy New Year Mega-Compliance Session!

February 26, 2014 @ 1:30 pm - 2:30 pm

Sponsored by: DMA 2013 brought marketers many compliance changes across marketing channels-from mobile app privacy to heightened responsibility to protect children’s information and health data. Are you doing the right things to be in compliance? Learn about the latest DMA guidelines updates and compliance issues to stay ahead of the curve. Join us for this comprehensive overview and bring your questions! Topics will include: Health Information regulation updates Telephone and texting regulation updates Mobile marketing and privacy updates Email, data…

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March 2014

PPC Workshop: Balance of (PPC) Power: Coordinating PPC With Other Channels

March 5, 2014 @ 12:30 pm - 1:30 pm

Sponsored by: Market Motive Struggling to balance PPC with other channels? Learn to coordinate your PPC campaigns with your other marketing efforts, and maximize your effectiveness. Make your PPC work and play well with: Email campaigns SEO TV Radio … and more. Once you’re running on all cylinders, your marketing engine will be unstoppable. Speakers: Brad Geddes Brad Geddes is the author of the well-respected book Advanced Google Adwords, and founder of Certified Knowledge, an online source where the Paid…

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Email Marketing Automation: How to Cut Costs, Boost Your Productivity and Ramp Up Your Marketing ROI

March 19, 2014 @ 2:00 pm - 3:00 pm

Sponsored by: DotMailer All of the email marketers that I have spoken with share some universal truths: They never have enough data. Their email programs could be more effective. They don’t have enough time to affect numbers one and two. That is the reality we live in but in a lot of ways we have made a rod for our own backs. We do not have the time because we are too busy creating every campaign from scratch and confusing…

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Webinar: DMA Innovation Awards 2014 Everything You Need to Know + Why You Should Enter

March 28, 2014 @ 2:00 pm - 3:00 pm

Webinar Co-Sponsored by: Google The DMA Innovation Awards 2014 celebrate the game-changing products and solutions that enable marketers to shift away from conventional marketing practices and enter, with confidence, a marketing space dominated by data-driven techniques and defined by rapid development, growth and change. 2014 marks the sixth year that DMA will recognize the companies and organizations who are making innovative, groundbreaking advances in marketing technology. Learn all about the Innovation Awards program, including entry criteria, the judging process, and…

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April 2014

Inactive Email Subscribers – Best Practices for Re-engagement

April 1, 2014 @ 2:00 pm - 3:00 pm

Sponsored by: Act-On According to Marketing Sherpa, approximately 75% of email subscribers are inactive. We all have unengaged subscribers, but the key to email marketing success is what we do with them. David Fowler, Chief Privacy & Deliverability Officer at Act-On and Craig Swerdloff, CEO and Co-Founder of LeadSpend, will share best practices on how to use subscriber engagement information to segment your list, remove or re-engage your inactive subscribers, and improve the overall performance of your email campaigns. After…

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The Practioners' Guide to Spamtraps

April 2, 2014 @ 2:00 pm - 3:00 pm

Don’t wait for it to happen to understand the risks and implications Sponsored by: DMA & EEC What makes ESPs groan and marketers panic? Spamtraps! Moderated by Ken Magill, Editor and Founder of The Magill Report, this session will be an in-depth examination at these amazingly powerful (and toxic!) email addresses. Join Sal Tripi, AVP – Digital Operations and Compliance at Publishers Clearing House, Austin Bliss, President and Co-Founder of FreshAddress, and Sam Silberman, Director of Standards at Constant Contact…

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2014 Statistical Fact Book Preview

April 23, 2014 @ 2:00 pm - 3:00 pm

Sponsored by: DMA Join us as we kick off the release of the 2014 Statistical Fact Book – the must-have resource for marketers, now in its 36th year. We highlight some of the Fact Book’s most interesting statistics straight from the leaders in the marketing community. Our lineup of thought leaders includes companies like Experian, ReturnPath, Mintel, IgnitionOne , who will share benchmarks and best practices on data driven tactics, consumer behavior, budget allocation, email trends, what’s to come in…

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DMA /CMA Webinar: The New Spam Law In Canada

April 29, 2014 @ 10:30 am - 12:00 pm

Summary: Join us for a 90-minute webinar about Canada’s New Anti Spam Law (CASL), which goes into force on July 1st 2014. CASL applies to the sending of all “commercial electronic messages”, and it requires senders to have prior consent from the message recipient. Senior officials representing Industry Canada and the primary enforcement agency, the Canadian Radio-television and Telecommunications Commission (CRTC), will each deliver an informative presentation and be available for a short Q and A session. Learn About: What…

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May 2014

The A,B,C’s of Contextual Marketing

May 7, 2014 @ 2:00 pm - 3:00 pm

Don’t wait for it to happen to understand the risks and implications Sponsored by: StrongView and EEC How to leverage customer data to Always Be Contextual Today’s leading marketers are focusing on increasing relevance in their marketing communications by harnessing the power of customer data to develop consumer context. And while this concept sounds straight forward to any experienced marketer, most are still struggling with shifting to this new era of consumer driven marketing. Join experts from the Email Experience…

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DMA International ECHO™ Awards 2014 | Everything You Need to Know + Why You Should Enter

May 8, 2014 @ 2:00 pm - 2:30 pm

NOTE: The webinar will take place from 2:00 pm – 2:30 pm EDT / 11:00 am – 11:30 am PDT. Webinar hosted by: DMA International ECHO Awards Board of Governors The DMA International ECHO Awards honor those marketing campaigns that have excelled due to a combination of brilliant marketing strategy, superior creative solutions and measurable results. With more than 1,000 entries submitted by agencies and advertisers worldwide, DMA’s ECHO Awards recognize every type of media used in direct and interactive…

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The Direct Marketers Guide to Planned Giving

May 28, 2014 @ 2:00 pm - 3:00 pm

Sponsored by: Smart Giving Planned giving prospects and donors are most often acquired, renewed, and upgraded through the mail. Because of this, much planned giving marketing fails to reflect the key differences between traditional annual fundraising and soliciting for a planned gift. In this session, we’ll discuss what direct marketing techniques should be used to market planned gifts and what’s unique to planned giving messaging and formats. We’ll review recent research that should inform your marketing. We’ll also present case…

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June 2014

Audience-Based Search Targeting: How a Data-Driven Approach Drives Results

June 4, 2014 @ 2:00 pm - 3:00 pm

Sponsored by: iCrossing Imagine a current or potential customer browses your website only to leave and search again for that same product or service elsewhere. What if you could get back in front of that customer with the right message at the moment they are searching, whether that be on a desktop, mobile or tablet device? Join Ty Martin, Director of Digital Media Strategy for iCrossing, as he shares how to leverage Google’s new audience targeting method – Remarketing Lists for…

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