Data & Direct Marketing

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Welcome and Introductions (11:00am - 11:15am)

Audience is King for Data-Driven Omnichannel Marketing (11:15am - 11:50am)

Every campaign should start with this most important question: Who is my audience? The more you know about your audience, the more precise and relevant your messaging and offers can be.
There are a range of data types and literally thousands of audience selectors available. Understanding how to strategically combine them can drive engagement for acquisition, upsell/cross-sell and retention/reactivation.

In this session you will learn:
• The three most important questions to guide audience creation
• The different types of data available for building audiences and when to use them
• Best practices being used in market today

Karlene O’Hara, VP of Products, Acxiom

II.  Collaborate or Forever Remain in the Silo (11:50am - 12:30pm)

While the goals of nonprofits and for profits are different, marketing efforts to achieve marketing goals and and grow ROI are essentially identical. Finding quality data sources, utilizing internal data and 3rd party data, testing and measuring response while being cognizant of privacy and consumer preferences are basics to all omnichannel marketing tactics. We’ve all been doing omnichannel to various extents – performance marketing, TV/Radio, Email, Direct Mail, Mobile, etc. In this session, hear from a seasoned practitioner, the in’s and out’s along with the do’s and don’t’s of true data-driven omnichannel direct marketing.

Matt Ryan, Sr. Director – Donor Experience Quality & Operations, ALSAC/St. Jude Children's Research Hospital 

III.  Member Roundtable and Omnichannel Challenge Discussion (12:30pm - 1:00pm)

We're all facing the same issues. This is your time to discuss session content or bring up challenges you are finding in this dynamic omnichannel world. Registrants will receive an email prior to the meeting asking for your challenges. It's free consulting!