June 25, 2008 |
| 8:30 a.m.-9:00 a.m. |
Breakfast Reception
|
| 9:00 a.m.-9:15 a.m. |
Welcome And Introductions
|
| 9:15 a.m.-10:00 a.m. |
An Introduction To Direct Marketing
- Direct marketing defined
- What's involved: strategy and analytics through creative execution
- What channels are 'direct'?
|
| 10:00 a.m.-10:45 a.m. |
Trends And Challenges In Direct And Database Marketing
- The current state of direct and database marketing
- Challenges direct marketers face
- Where is direct marketing headed?
|
| 10:45 a.m.-11:00 a.m. |
Break
|
| 11:00 a.m.-12:00 p.m. |
Developing Your Data Assets
- Data as the lifeblood for direct marketing
- Integrating your online and offline data sources
- Analytics and measurement: what are the metrics that matter?
|
| 12:00 p.m.-1:00 p.m. |
Lunch
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| 1:00 p.m.-2:00 p.m. |
Understanding The Options For Direct Marketing Support
- What marketers must consider as they build out a marketing strategy
- Core skills and frameworks to succeed at direct marketing
- Deciding whether to outsource or maintain in-house
|
| 2:00 p.m.-2:30 p.m. |
Exercise
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Assessing your organizational readiness and needs for support
|
| 2:30 p.m.-2:45 p.m. |
Break
|
| 2:45 p.m.-3:30 p.m. |
Evaluating Your Technology Options
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Understanding the technology landscape
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Building a technology roadmap
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Understanding costs and other implementation factors
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Bridging the IT and Marketing gap
|
| 3:30 p.m.-4:15 p.m. |
Evaluating Your Service Provider Options
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Understanding the services ecosystem
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Decoding who actually does what
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Hiring the right marketing service provider
|
| 4:15 p.m.-4:45 p.m. |
Panel Discussion
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Building the case for direct and database marketing
|
| 4:45 p.m.-5:00 p.m. |
Wrap-Up
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Analyst Presenters
Dave Frankland, Forrester, Speaker
Craig Menzies, Forrester, Speaker
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