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OK, left-brainers, here are the latest ways to use databases and segmentation for targeted marketing, including multicultural marketing efforts. It's genius! In
Sync - Coordinating Corporate and System Database Marketing Initiatives
Monday, July 21, 2:30 -
3:45pm
Get the macro and micro
perspective on how cable MSO and field level marketers are working
together - and independently -
to create and implement database-driven marketing and new product
initiatives. Teams representing Comcast and Cox
Communications will demonstrate their successes and share lessons
learned for creating the engine and making it run. Hear the
corporate philosophy behind the larger plan for the company
database, targeting customers, determining packages and launching
new products. Then learn how these resources are used and
combined with tools in the field - including the "work-arounds"
employed - to implement database initiatives today.
| Moderator: |
Lee
Clayton, Senior Vice President of Operations, Midwest
Division, Charter Communications |
| Panelists: |
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Tony
Maldonado, VP, Marketing, Cox Communications
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Mike
Melton, Exec Director, Marketing Services, Cox
Communications
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Carla
Simonet, Senior Director, National Marketing
Sciences, Comcast
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Michelle
Thompson, Manager Database Marketing, Mountain
Division, Comcast Cable Communications, Inc.
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Matching Targeted Product to Targeted Segments: Hispanic Case Studies
Monday, July 21, 4:15 -
5:30pm
Without the right product offering and value proposition, the most sophisticated database marketing and segmentation efforts won't drive a single sale. Learn how cable
companies have re-evaluated their programming and packaging based on unique
characteristics of
the Hispanic market. Using research and data as your guide, find out how to build the most compelling product mix based on the values and needs of
this explosive target audience and then how to construct an offer they can't refuse.
| Moderator: |
Lynette
Pinto, Vice President Marketing, NBC Cable Networks |
| Panelists: |
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Scott
Tenney, Vice President of National Marketing, Core
Video, Comcast Cable Communications
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John
Vonk, VP Sales & Marketing, Western Division, Comcast
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Richard
Yelen, VP Marketing, Charter Communications
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Roundtables
Tuesday, July 22,
2:30 - 3:30pm
- African American Segmentation
- Asian American Segmentation
- Post-Campaign Analysis
- Latino/Hispanic Segmentation
- Leveraging Basic Programmer
Partnerships - Research & Cross-Channel
- Targeted Broadband Content
Partnerships
- Tracking Tactical Marketing
Efficiencies on the Fly
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