Thought Leadership Series

Co-Sponsored by:    sas

Each Thought Leadership Series module is designed to provide you with leading insight into marketing best practices and emerging trends. Like our general session keynotes, these modules are led by heavyweight visionaries, experts, and trend-setters from all walks of marketing. They will share with you their secrets, experiences, and advice on how to capitalize on real-time and integrated marketing initiatives to engage your customers. You will leave with practical techniques that will greatly foster integration, increase ROI, enhance lead generation initiatives, build stronger customer retention and loyalty techniques.


The Future of Customer Dialogue and Real-Time Marketing

Monday, October 3 | 1:45 p.m. - 2:45 p.m.

An in-depth discussion with our global marketing community about people, process and technology issues on the path to advanced integrated customer marketing. We will discuss the following topics:

  • The Customer Recognition imperative
  • Organizational Transformation
  • Design considerations for an Integrated Real-Time Marketing Platform for Acquisition and Loyalty Marketing
 Bruce Biegel Bruce Biegel
Managing Director
Winterberry Group

 Colleen Zambole 

Colleen Zambole
Vice President, Marketing Operations
Discover Financial Services


Patrick McLean
Vice President, Digital Marketing
Capital One

Gregg Aamoth
Vice President, Customer Marketing Systems


Margot Vaughan
Senior Vice President, Acquisition Global Practice Lead, Advisors Services

Gilt Groupe: Achieving Unprecedented Customer Engagement through Personalization and Real-time Service

Monday, October 3 | 1:45 p.m. - 2:45 p.m.

Join Jessica Harley, Vice President of Customer Marketing, at Gilt Groupe, the "flash sales" success story, and Ernan Roman, Relationship Marketing thought leader and 2011 Marketing Hall of Fame inductee, to learn how to achieve unprecedented levels of new sales, repeat sales and customer engagement. Also learn 3 critical new Voice of Customer research insights which are essential for your social and multichannel strategies: the new pushback against encroachment into Facebook "safe space", heightened expectations for relevance, and the different needs of "proactive" vs. "spoon-feed me" online customers.

Plus, learn how Gilt is transforming the online customer experience. As an invitation-only online shopping site, Gilt is partnering with customers to create highly personalized and relevant shopping and customer service experiences. Customers have voted with their wallets propelling Gilt to over $400 million in annual revenue in 3 years.

Learn how they have used Voice of Customer data to lift sales in both the email and web experience, resulting in increased customer conversion and higher repeat rates. Gain insights into their efforts to push customer service into the social arena. The speakers will leave you with 5 operational tactics that will transform your business for these two critical customer touch points.

 Jessica-Harley Jessica Harley
VP of Customer Marketing
Gilt Groupe
 Ernan Roman Ernan Roman
Ernan Roman Direct Marketing

How to Engage, Connect and Grow in Real Time: an SAS spotlight session

Monday, October 3 | 1:45 p.m. - 2:45 p.m.

Wake up, it's revolution time! Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. It's a real-time world now, and if you're not engaged, then you're on your way to marketplace irrelevance. Real-time means news breaks over minutes, not days. It means ideas percolate, then suddenly and unpredictably go viral to a global audience. It''s when companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it''s when businesses see an opportunity and are the first to act on it. Scale and media buying power are no longer a decisive advantage. What counts today is speed and agility. While your competitors scramble to adjust, you can seize the initiative, open new channels, and grow your brand.

 David Meerman Scott David Meerman Scott
Author of WSJ Bestseller "Real-Time Marketing & PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now"

Data: Your Secret Competitive Advantage in the “On the Go” Wireless World

Monday, October 3 | 1:45 p.m. - 2:45 p.m.

In a mobile world you expect to be able to access what you want, when you want it, in the fastest and easiest way possible. At the center of the move from wired to wireless is data. How do you access it easily? How do you use it to gain a competitive edge? Can wireless keep up? Is mobile measurable? This session will examine how data is shaping the mobile environment – from the changes in media and marketing to monetizing content and reaching B-to-B and B-to-C customers in the mobile business environment. Gain insights to help you make more effective use of your company’s data and content assets – by enriching them with derived data, technology and proven ROI – to power mobile applications. Getting the right data and using it to signal real business opportunities is more important than ever. In this module, you’ll learn how data is driving competitive advantage in the wireless world.

  Marcus Schmidt
Vice President of New Products & Strategic Alliances
  Josh Glantz
VP and General Manger
Publishers Clearing House Online
  Scott Foernsler
Chief Revenue Officer
LSN Mobile
  Rich Veddar
VP and General Sales Manager
ABC-Owned Station Digital & the Live Well Network

Convergence Marketing: The One-Two Punch Vital To Drive ROI in a Soft Economy

Tuesday, October 4 | 8:45 a.m. - 9:45 a.m.

When the economy is tough, marketing is always the first to get hit. Budgets are slashed, teams reduced, and yet you’re still expected to drive sales and deliver brilliant ROI. If only there were a new toolbox to deliver accountability and profits using less budget with reduced business risk, from both offline and online media.

Relax. Combining the core disciplines of brand and direct is the perfect one-two-punch. Rosen’s Convergence method fuses business school analytics, creative marketing and advertising, and the aesthetics of design and function, into a fully integrated approach that drives profits. And it works for all media including the emerging social platforms.

  • Learn how to deliver consistent, persuasive, relevant messages at the right time using the Rosen Velocity Scale™
  • Build brand and demand across all media fast and efficiently
  • Speak to each individual’s needs in the sales cycle, with proof you’ve reached them
  • Develop an unstoppable dynamic financial model across both online and offline media based on the expected value of the customer
 Richard Rosen Richard Rosen
President & CEO

Building Advantage through Digital Marketing: Four Keys to Successful Transformation

Tuesday, October 4 | 8:45 a.m. - 9:45 a.m.

David Edelman will present on how online channels are transforming the way marketers are addressing new opportunities. He will walk through the keys to successful digital transformation, both in the B-to-B and B-to-C world, including several case studies across industries. David will also share the most successful tactics that marketers should use to engage customers, and the capabilities that CMOs and senior marketers must develop to scale their efforts in a cost effective manner. For example, online channels open up more ways for customers to connect with your brand, but they require content, tools, and people to enable richer interactions, and they depend on significant analytic support. In addition, David will elaborate on how marketers should adapt their marketing strategies in response to consumers’ new ways of researching and buying products.

 David Edelman David Edelman
Co-Leader, Global Digital Marketing Strategy Practice,
McKinsey & Co.

Data is the New Black

Tuesday, October 4 | 8:45 a.m. - 9:45 a.m.

The future is coming fast, soon all media will become addressable. Addressability, the groove swing for direct marketers, is the fuel to drive high performance marketing in the new digitally connected world. Learn how your organization’s investments in data driven marketing assets and processes are invaluable to deliver a coordinated and optimized customer experience in real time.

Join this session to experience the vision of applying direct, data driven marketing principles to a growing array of media channels.

  • Analyze the trends of media addressability and what this means to data driven marketing now, and in the future
  • Examine the role of direct marketing technology and process in realizing the vision of true coordinated and optimized consumer experience across channels
  • Hear from Yahoo!, one of the world’s largest digital media properties, how they currently project client marketing databases into 1 to 1 targeted display ads and report back response metrics.
  • Hear from Discover, one of the world’s most successful consumer financial brands, how they leverage their direct marketing assets to enable a relevant, measurable and optimized customer experience on their web properties.

From concept to practice to case study, explore how the market, technology, publisher and brand ecosystem has evolved to enable real-time data driven marketing across channels, traditional to digital.

 Tim Suther Tim Suther
Chief Marketing Officer

 Ramsey McGrory

Ramsey McGrory
VP Marketplaces & Head of Right Media
Yahoo! Inc.

Planning to Win: A Discussion of Strategic Innovation Revealed in the 2011 ECHO Awards

Tuesday, October 4 | 8:45 a.m. - 9:45 a.m.

ECHO Award-winning campaigns are more than just pretty looks. They represent the epitome of strategic thinking in our industry. This panel discussion will provide insights on the strategic trends revealed by the 2010 winning entries and discuss how forward thinking will drive results in the years to come.

 Bob Knorpp Bob Knorpp
The Cool Beans Group
Host, The BeanCast Marketing Podcast

Duane Forrester
Senior Product Manager
 Matt Zucker Mat Zucker
OgilvyOne Worldwide
 Merrin McCormick Merrin McCormick
Associate Creative Director


Joseph Jaffe
Author, Speaker, Entrepreneur

A Conversation with Lester Wunderman

Tuesday, October 4 | 4:15 p.m. - 5:00 p.m.

A Conversation with Lester Wunderman It’s been 50 years almost to the day since Lester Wunderman delivered a speech to the “Hundred Million Club,” a precursor to Direct Marketing Club of New York. His remarks that day included the first documented use of the term "direct marketing." Today, at a forward-looking 91, Mr. Wunderman thinks a bit differently. He says if he were to name the industry today, he would call it “Personal Advertising”—an idea driven by consumer data and made possible by the rapid explosion of technology on every front. “Personal Advertising,” as he describes it, is based on information stored as a live capsule that can remain latent in any electronic device and germinate, change and be brought to life when it is both relevant and timely. It flows increasingly from the growing dialogues that take place between the companies that make and market things and their ultimate consumers. Mr. Wunderman will engage in a conversation about this and other musings about the future of the industry in which he is still involved. He goes to work every day at his Madison Avenue office. This year, his autobiography, Being Direct, which highlights his career journey went digital and is now available as an e-book on Amazon Kindle, Barnes and Noble Nook and Apple iBooks.


  Lester Wunderman
Founder, Chairman Emeritus
  Trish Wheaton
Chief Marketing Officer

Creativity the Magic Ingredient

Tuesday, October 4 | 4:15 p.m. - 5:00 p.m.

There are so many new tools available to direct marketers. Creativity is the one element that’s absolutely essential to every one of them. Without it - you can follow all the “rules” and still not be successful.

The good news is that everyone can be creative - you were born that way. You just have to learn how to apply creative thinking to every aspect of your direct marketing program.

Alan Rosenspan is back - with a highly-interactive presentation that offers you dozens of proven ways, tools and ideas to apply your creativity - including some truly remarkable new case-histories, including:

  • The Heineken beer fake concert and poetry reading event
  • The baby elephant with 300,000 proud parents
  • The amazing Coca Cola slot machine
 Alan Rosenspan Alan Rosenspan
Alan Rosenspan & Associates

Social Media is Dead, Social Commerce is in

Tuesday, October 4 | 4:15 p.m. - 5:00 p.m.

In the past companies predominantly utilized social media platforms to transact public relations and marketing campaigns to increase brand exposure and then drive customers to e-commerce sites to shop and buy products. Enter Social Commerce, companies are now able to sell products directly on Facebook, consumers are group buying through Groupon/DealNews, retailers are providing/exchanging virtual goods (ifeelgoods) for real products, local shops are getting mobile consumers (foursquare/LBS) or consumers are getting “paid” through MLM companies like Pay With A Tweet. This session will discuss the emerging social commerce applications, the issues/challenges they pose for organizations and how they can be integrated into large organizations with existing e-commerce/social media/interactive marketing departments. Product comments, ratings, reviews, discussion forums, chat rooms and blogs give businesses insight they can utilize to impact product development and enhancements but the ability to link all the social media activities into real revenues is now possible through social commerce applications such as e-commerce directly into facebook, twitter only promotions, youtube interactive promotions, and other applications.

In this session you’ll learn about:

  • What is social commerce?
  • What are real world social commerce applications?
  • How can social commerce analytics be integrated with multichannel analytics?
  • How can social commerce be integrated with point of purchase or online e-commerce systems?
  • Two to three case studies on how companies like Gap, Gucci, Balenciaga or Decathlon have generated real revenues from their social media activities worldwide

Joe Murray
Management Supervisor, Client Services


Trace Johnson
Product Manager, Analytics and Marketing
Sam's Club
Jay Basnight
Team Head of Digital Strategy

Mark Simmons
Vice President, eCommerce and Digital
Design within Reach

Digital Impact: The Two Secrets to Online Marketing Success

Tuesday, October 4 | 4:15 p.m. - 5:00 p.m.

In an era where new technologies and platforms are upending the entire trillion dollar media and marketing landscape—and consumers are empowered to resist marketing pitches like never before—companies large and small need a bulletproof game plan for their digital marketing programs.

The authors of Digital Impact, Vipin Mayar and Geoff Ramsey, will answer the need with a complete set of guidelines, along with practical strategies, for both engaging consumers online and ensuring maximum return on investment. In this high-energy, information-packed session, they will reveal and dissect two crucial concepts, Performance Measurement and Magnetic Content, and illustrate how they can be used to guarantee digital success. Be prepared to rethink your approach to marketing and measurement for all your digital channels.

 Geoff Ramsey Geoff Ramsey
CEO and Co-Founder
 Vipin Mayar Vipin Mayar
EVP, Global Director of Performance Marketing, Search & Analytics
MRM Worldwide& McCann Worldgroup

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