Workshop - register now
Wednesday, April 03, 2019: 9:00am - 12:00pm - Gardener (3F): Market Smarter, Not Harder: Using Your Own Data for Marketing Success
Ceci Dadisman, Cardinal + Company, USA
This session will show you how to mine your patron data for predispositions and propensities in order to target your potential buyers with communications targeted and relevant to each individual recipient. You will learn how to segment your digital and traditional communications (yes, including direct mail!) to strategically attract and retain audiences.
Through a combination of case studies, best practices, and interactive activities, you will be empowered with the skills to create a data-driven communications strategy. You will leave this workshop with tactical knowledge you can implement at your organization right away.
You will learn how data can be used to determine interests and propensity to buy, how segmentation can lower costs and maximize results, how to use messaging variations to engage each segment, and how to deploy strategic communications to allow your patrons to self-select their interests.