DMA: Data and Marketing Association
Consumer Help

DMA Regional Roundtable | Boston, Massachusetts



Join us for a day of learning and networking in Boston, Massachusetts! This complimentary marketing event will feature a Keynote presentation, a case study presentation, roundtable discussions focused on the challenges and opportunities facing marketers today, and 2+ hours of face-to-face networking time.

Complimentary hors d’oeuvres and beverages will be provided by our sponsor.

This event is included with DMA membership

Not a DMA member but interested in joining us? Contact Katrina Ryan for your complimentary pass.

1:30-1:45 PM — Welcome and Introductions
1:45-2:30 PM — Keynote

Personilization: Converging Worlds of MarTech, Ad Tech and Advertising - How Modern Brands Activate Engagement in Our Distracted Digital Era
Speaker: Andrew J. Frawley, CEO of AJ Frawley & Associates LLC

2:30-3:30 PM — Roundtable Discussion
3:30-3:45 PM — Networking Break
3:45-4:30 PM — Case Study Presentation

Paths to Holistic Personalization
Speaker: Stephen H. Yu

Modern consumers have no patience for irrelevant messages. Yet, most personalization efforts are still based on rudimentary software solutions and SKU level data, personalizing only sometimes for some people. This session is to discuss the challenges that marketers are facing when utilizing their valuable data assets to personalize messages consistently for everyone.

Personalization must be about the person, not about channel, product, or division, and data players should transform all types of data - old and new - to describe the target first, instead of just reacting to hotline data on a product or channel level. While not diving into technical details, the goal is to cover all related areas of concerns at a high level, encompassing data, analytics, content, and enabling technologies in a comprehensive fashion.

  • What is involved to transform product- or channel-centric data into descriptors of target individuals (and why such transformation is necessary in the age of abundant data)
  • How to overcome limitations of hotline data and traditional segmentation, which is only one-dimensional
  • How to create data and analytics road map for more holistic personalization
  • How to develop multi-dimensional personas for everyone in the target universe
  • Other non-data or analytics elements to consider for automation of proven processes

Participants will learn about holistic approach to achieve complete personalization and discover the value of data transformation and statistical modeling in customizing messages through all relevant channels.

4:30- 6:00 PM — Networking Happy Hour

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Andrew J. Frawley

AJ Frawley & Associates LLC

Mr. Frawley, also known as Andy, is the CEO of AJ Frawley & Associates LLC. Previously Andy had been the Chief Executive Officer of Epsilon Data Management, LLC and had served as Epsilon’s President. Mr. Frawley has 30 years of operating experience, including 25 years at the senior management level. He is a recognized thought leader in analytic CRM, data integration, data warehousing and database marketing. His first book, Igniting Customer Connections: Fire Up Your Company’s Growth by Multiplying Customer Experience & Engagement, was published in 2014. Mr. Frawley serves on the board of WhyData and is an Advisory Board Member for Centrport and Redbird Systems. He serves as a Director of Exchange Applications Inc. Mr. Frawley has been Director of KeyBanc Capital Markets Inc. since May 2008. He served as a Director of ClickSquared, Inc. Mr. Frawley earned an MBA with a concentration in Computer Science from Babson College and received a BS in Finance, with honors, from the University of Maine.


Stephen H. Yu

Associate Principal, Analytics & Insights Practice Lead

Stephen H. Yu is a world-class database marketer with a proven track record in comprehensive strategic planning and complete tactical execution, from data collection and database design to model-based targeting and delivery, effectively bridging the gap between the marketing and technology world with a balanced view obtained from 30 years of experience in best practices of database marketing.

Currently he is Associate Principal, Analytics & Insights Practice Lead for eClerx. Previously, he served as Vice President, Data Strategy & Analytics at Infogroup, leading the analytical services and product development teams. He was also a co-founder, visionary and the principal technology architect of I-Behavior, a premiere co-op database company that was the first to fully incorporate SKU-level data into the targeting process, forever raising the price of entry for the entire list industry.

His extensive database and consulting assignments have included first-rate financial institutions, service providers, telecommunication and utility companies, publishers, multi-channel retailers and non-profit organizations, for both B-to-C and B-to-B applications. He is an active speaker in conference circuits and a regular contributor of articles in industry publications.

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What attendees are saying:

  • “What I took away from our local DMA event was that no matter how different in size and scope one company is from the other, we all are aiming for the same thing: how to make our product better. Being able to brainstorm and relate to fellow marketers on an actual level is very important to what I do because it can be directly applied back to my job and help me with my day-to-day functions.”
    Jeff Eldersveld, Director of CRM and Analytics, Columbus Blue Jackets

    “The February Atlanta DMA event had a very enthusiastic audience. The topic of inspiring and engaging your customers continues to be one of the most important discussions for marketing leaders and strategies continue to evolve.”
    Matt Corey, Chief Marketing Officer, PGA Tour Superstore

    “One of the best events I’ve attended recently. Everyone walked away with ideas, insights and new connections that can help them grow their businesses.”
    Jim Thompson, Co-Founder & President, Lift Engagement Strategies, LLC

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