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Overview
Direct marketers will spend approximately $170 billion in the US this year on direct marketing, with more than a quarter of that spent on direct mail. But the role of direct marketers is evolving in today's organizations. Many use sophisticated database marketing and analytics techniques that enable them to represent the voice of the customer within their organizations and to optimize customer communication across a multitude of touchpoints. This workshop helps participants understand the changing role of direct and database marketing in relation to their overall marketing efforts. Specific exercises help marketers learn how to assess their organizational readiness to extend and expand their current efforts.
Dave Frankland
Analyst
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Craig Menzies
Analyst
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