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DMA Annual Conference & Exhibition
October 13, 2012 @ 8:00 am - October 18, 2012 @ 5:00 pm
Join Bryan on Tuesday, October 16 from 8:45 – 9:45 AM as he presents ‘Customer Data – Privacy, Profit and the New Paradigm’ and discusses the following:
Data has long been a critical tool for marketers wanting to build customer loyalty, but few have been able to draw a direct correlation between loyal consumers and their financial effect on the bottom line. Against this backdrop, marketers also find themselves facing increased scrutiny among lawmakers regarding customer privacy. At a time when privacy concerns are heightened, is there a way to win the public’s trust regarding data while also realizing its direct contribution to profitability? The answer is yes, first through the responsible use of the information consumers share with us, and then by giving them something of real value in return.
Bryan Pearson, author of the book The Loyalty Leap: Turning Customer Information into Customer Intimacy, will reveal five principles for using data responsibly to create real value for consumers, through relevant communications, rewards and recognition. He will also share the results of a recent survey of U.S. and Canadian consumers that reveal attitudes about how personal information is being used. The findings will surprise you as much as Bryan’s disarmingly straightforward tips to winning the customer, from the inbox to the aisle – tips that enable LoyaltyOne to maintain a 99.99% opt-in rate among its 10 million AIR MILES members.
* Learn how to use data to create relevant communications that connect with consumers wherever they are
* The difference between behavioral and emotional loyalty, and how to achieve it
* How to turn customer information into customer intimacy through a value exchange
* Results of a recent survey of consumer attitudes about data and privacy.