The tag line for the 3-day annual conference is: big data, customer engagement and marketing accountability. The nine tracks give a sense of how the direct marketing association views the world. Here's a snapshot of the sessions starting today.
- Aquisition and Lead Generation - although in this day and age where consumers have more control the idea that we are "leads" doesn't seem to strike the right balance.
- Brand Content and Social Marketing - still unchartered territory for most of us, particularly in terms of connecting all the dots.
- Creative and Production - a focus on both the online and offline worlds to ensure a consistent and seamless message.
- Cross-channel Strategy - asking us to rethink the design of campaigns in the light of channel blur.
- Data, Measurement and Attribution - focused on the changing velocity, volume and variety of data. Hope the sessions shed light on dark data.
- Direct and Digital Fundamentals - it wasn't too long ago that the DMA had the Interactive Pavillion in a separate hall on the other side of a dark tunnel in San Francisco. Glad to seem them merge.
- Connected Customer Straregy - all things mobile. As the new, personal decision support platform the path to purchase is getting interesting.
- Real-time and Triggered Marketing - clearly need to rethink the role and place for analytics. No longer are they projects done by the folks in the back room; they embedded into marketing operations.
- Retention and Loyalty - given that 40-70% of customers never repeat this topic should foster loyalty among attendees.