The IDM Academy at mediaPro 2011
The IDM was pleased to support MediaPro 2011 by hosting the following IDM Academy sessions, which took place on Wednesday 2 November.
The IDM Academy programme - download presentations below
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Wednesday 2 November 2011
- 13.10 – 13.35
The Triple D Quandary…It’s Direct vs. Digital vs. Data– or is it?
Carol Wright, Marketing Services Manager, Pitney Bowes- Today you read so many articles around budgets, and how companies are moving their funds from the direct into the digital line, but behind this there can be a bigger challenge. We still in what is called ‘The Digital Revolution’, but is it really the ‘Evolution of Customer Communications’? Let’s take a look at both channels and see what’s really happening, how businesses are adopting them and the main challenges they face delivering them effectively. And, how are they both supported by data? How do you capture marketing information within your business, and what type of information do you need to maximise every opportunity you have to promote your goods and services. But, if you don’t have the data -where do you get it from and how can you try and ensure it’s accurate?
- 14.20 – 14.45
Predicting the Perfect Storm
Alan Tomlinson, Director of Analysis and Stuart Broughton, Managing Partner - Datalytics- Data analysis has come a long way from being used to fulfil direct mail activity and campaign results reporting. It is now central in driving companies’ marketing strategies. In this presentation we will explain specifically how the publishing sector uses data analysis to accurately predict the future by analysing the past. The ability to understand the impact of acquisition activities on customer churn, life time value and how to ensure marketing budgets are being used more effectively has never been more important than in the present economic climate.
Speakers
Carol Wright F IDM, Marketing Services Manager, Pitney Bowes Ltd
Carol joined Pitney Bowes in 1987 as a consultant to look at implementing a fully relational direct marketing database, one of the first to be implemented in the UK. She decided to stay on at the end of her contract to look after direct marketing delivery and manage the sales enquiry section and has been with the company ever since. During that time Carol has been responsible for business analytics, market segmentation and profiling, direct marketing, list broking, advertising and exhibitions and has been involved in a number of major projects including the formation of a telesales unit. She is also the DMA Compliance Officer for Pitney Bowes and now concentrates on business analysis and direct marketing.
Alan Tomlinson, Director of Analysis, Datalytics
Alan has over 17 years experience in marketing analysis within the direct marketing industry. He is a founding partner of Datalytics, a database marketing consultancy established in 2003 which specialises in delivering effective customer insight. During his time at Datalytics, Alan has helped lead and deliver many insight projects using transactional and demographic data, for clients including; Bauer, Lexis Nexis and Allianz Insurance. Alan has more recently specialised in delivering insight for subscription based organisations.
Prior to Datalytics, Alan worked for Claritas and Wunderman in a number of senior analytical positions. He started his career at P&G in the market measurements department after a Business Studies Degree and gaining a Diploma in Market Research.
Stuart Broughton, Managing Partner of Datalytics
Stuart has over 20 years sales and marketing experience in both publishing and database marketing. He started his career as a graduate at Haymarket Publishing before moving into contract publishing at Premier Magazines.
Stuart moved into the database marketing arena working for Claritas (now Acxiom) helping companies such as BSkyB, Telewest and BT to develop their data strategies for customer acquisition and retention.
Stuart became Commercial Director of Claritas Interactive responsible for developing the company’s online proposition before jointly founding Datalytics 8 years ago.
Claim CPD points
You can claim 0.5 hours for each session you attended at the IDM Academy at MediaPro 2011.
