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
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.