The IDM Academy at the International Direct Marketing Fair, 29 April - 01 May

The IDM Academy ran at this year's IDMF. This series of FREE expert briefings covered all aspects of direct, data and digital marketing strategy.

Where we have permission, please find below the presentations from the 3-day event.

Tuesday 29 April 2008

11.15 11.45	Customer Experience: the Only Real Differentiator Understand the ROI of investing in customer experience Why online experience matters more in an age of social networking The science behind creating great customer experiences	Marty Carroll Foviance IDM Trainer on the ‘Complete Digital Marketing’ course	DIGITAL
12.00 12.30	Engagement Loyalty – Keeping customers interested in an increasingly fragmented market What drives customer engagement Interacting with customers differently Identifying customer differences	Mark Sage Carlson Marketing IDM Trainer on the ‘Customer Retention & Development Strategy’ course	DIRECT
12.45 13.45	*Keynote address* An Audience with Drayton Bird	Drayton Bird Drayton Bird Associates

14.00 14.30	Web Analytics for DM Does DM drive online marketing? How to spot the impact of DM campaigns online Tracking the interaction of DM and PPC, affiliates and email	Matthew Tod Logan Tod & Co IDM Trainer on the ‘ Measuring & Optimising your E-Marketing Effectiveness ’ course	DIGITAL
14.45 15.15	Customer Insight that Builds Profit To understand what customer insight is To understand the tools and techniques that enable learning about customers To understand how analysis can be turned into measurable results	Chris Duncan News International Newspapers Ltd IDM Trainer on the ‘ Customer Insight – The Complete A-Z One Day Workshop ’ course	DATA
15.30 16.00	Real World Proposition Development Defining the role of relevant propositions in today's entropic society Sourcing original propositions in a competitive market Developing high-impact propositions in a me-too environment	John Griffiths Planning Above & Beyond IDM Trainer on the ‘ Developing Strong Marketing Propositions ’ course	DIRECT

Wednesday 30 April 2008

11.15 11.45	The Missing Millions – How Opt-Outs Can Ruin your ROI and What To Do About It Calculating the cost of marketing opt-outs to your business Avoiding opt-out triggers and tactics for retaining permission “Re-permissioning” legacy data	Rosemary Smith Opt-4 IDM Trainer on the ‘Data Protection Workshop for Direct & Digital marketers’ course	DIRECT
12.00 12.30	Multi channel response handling Understand what makes the difference to the client and focus on that Scripting, briefing, management and reporting Integrate call handling with the rest of your campaign	Elaine Lee ReynoldsBusbyLee	DATA

14.00 14.30	New Opportunities for Today’s Advertisers Using Pay per Click (PPC) Win through Continuous Quality Improvement – see how the experts do it Opportunities with New Ad Formats – gain a competitive advantage	Mike Rogers Optimize Search Marketing IDM Tutor on the ‘Best Practice Search Engine Marketing’ course	DIGITAL
14.45 15.15	B2B Digital and Direct Marketing What’s new in B2B marketing What’s working and what’s not What you must do in the next 6 months to stay competitive	Shane Redding Think Direct IDM Tutor on the ‘IDM B2B Marketing Diploma’	DIRECT
15.30 16.00	Using Narrative Structures to Build Powerful Brand Experiences Online How scenarios and narratives are a vital planning tool in user-centred web campaigns Optimising messaging by building scenarios for different user segments Developing narratives that work across online and offline campaign metrics that measure engagement as well as clicks and conversions	Mike Teasdale Harvest Digital IDM Trainer on the ‘Effective B2B Email Marketing’ course	DIGITAL

Thursday 01 May 2008

10.30 11.00	Maximising Campaign Performance: Using Data to Increase Campaign Profitability How data can help you to better understand your customers What do your "best" customers look like? Understanding the campaign cycle - learn from your successes ... and your mistakes	Dave Bottomley Merlin Analytics IDM Trainer on the ‘Maximising Campaign Performance’course	DATA
11.15 11.45	Best Practice Campaign Management How to build an integrated campaign Setting objectives and defining the business case Identifying the target audience and media channels	Jane Cave Cave Relationship Marketing IDM Trainer on the ‘How to Plan and Manage Campaigns’ course	DIRECT
12.00 12.30	How Testing Will Improve your Email Marketing Performance Why should you bother testing? How to test What should you test? – a few big wins to get you started	David Hughes Non-line Marketing IDM Trainer on the ‘Effective Email Marketing: Beyond the Basics’ course	DIGITAL
12.45 13.45	*Keynote address* An Audience with John Watson	John Watson Watson Philips Norman

14.45 15.15	Statistics and Testing for Direct Marketers Why statistics matter To control or not control Top Tips for Designing a Test	Lucy Spooner EHS Brann Discovery IDM Tutor on the ‘Statistics & Testing’course	DATA
15.30 16.00	Who are Affiliates and How Do They Earn a Living? The Cost Per Action (CPA) model explained Identifying 10 alternative affiliate types Understanding how to engage customers on the different affiliate websites	Sam Leigh Affiliate Window IDM Trainer on the ‘Complete Digital Marketing’ course	DIGITAL

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