Theme:
Marketing Strategy in Crisis: Seize the Competitive Advantage of Database Marketing

Date: 18th June 2009

Location: 4/F Hotel Equatorial Shanghai, 65 Yanan Road West JingAn Area, Shanghai

Description:

What kind of data can bring profit?
What's the value of my database?
How to maximize profit with existing member data?
How to differentiate marketing strategies to improve efficiency by systematic data segmentation?

During a recession period when advertising spend is limited, traditional advertising channels are facing unprecedented challenges because it's hard to control and measure. Despite the fact that limited budget is more focused on accurate and measurable database marketing, many companies are troubled with problems of how to explore data value and avoid unnecessary waste?

In the session, experts of database marketing will share with us the theories and successful cases.

The Business Seminar will be conducted in mandarin.

Outline of the Event

Topic 1：Develop the Right Approach to Collect Valuable Customer Data
- Define data fields to acquire effective information
- Define data collection channels to get extensive coverage
- Evaluation of data collection campaigns
- Systematic data processing and database management to enhance data quality and freshness

Topic 2：Driving Profit from Customer Data Analysis & Mining
- Explore data value by profile analysis, response management, penetration analysis, etc.
- Case sharing: Making greater profit from existing member database through data mining

Topic 3：Systematic Data Segmentation to Enhance Marketing Efficiency
- Systematic data segmentation with professional tools
- Differentiate marketing strategies based on data segmentation to improve efficiency
- Case sharing: Retailer - optimize direct marketing strategies based on data segmentation.                              Finance - implement customized campaigns to approach different customer                                           segments.

Agenda:

About The Trainer

Direct Marketing Expert: Mr. Anthony Hong
Anthony Hong, General Manager of TNT Direct Marketing Services (Shanghai) Co., Ltd (TNT DMS), has years of experience in direct marketing industry. Before taking the GM position, Anthony was in charge of planning, implementation and management of key accounts’ projects. With rich experience of practical cases, Anthony has his own view of data requirement and marketing strategies of various industries. Anthony holds the MBA degree of Rotterdam Business School in Netherlands and he worked as senior consult for market research there.

Data Analysis Expert: Mr. Alex Hu
Alex Hu, Business Development Director of TNT DMS, graduated from Fudan University, majoring in computer science and application. He has in-depth knowledge of data analysis and data mining. Led by Alex, his team built the largest consumer preference database in China, covering about 2 million consumer data in Shanghai, Beijing, Guangzhou and Shenzhen. In addition, he developed China’s first intelligent geographic system, ChinaConnectTM, for data mapping and analysis. Before joining TNT DMS, he worked as consultant in Arthur Andersen, BearingPoint and Hewitt Associates.

Project Management Expert: Ms. Tina Dong
Tina Dong, Key Account Manager of TNT DMS, is in charge of key projects of well-known clients from Finance, Retail, FMCG, Auto, Tourism industries, etc. With profound knowledge of industries and rich project experience, her tailor-made database marketing proposals are widely acclaimed by clients. Before joining TNT DMS, Tina got her master degree from the University of Adelaide in Australia, majoring in project management.

Price:

- Fees
Non-Member：                   RMB 2,000
The China DMA Member： RMB 1,500

- Enjoy Early-bird price by paying the delegate fee before May 27th
Early-bird Non-Member: RMB 1,800
Early-bird Member        : RMB 1,300

- Discount Available
Bring 3 or more delegates and benefit from 10% SAVINGS off the regular price

- Special Promotion
Get one free seat by taking one-year corporate membership

* Business Tax not included.
* Course fees cover all tuition, course materials, lunch and coffee breaks .
* Payment deadline: 12th June, 2009

Download the reservation form HERE:
1: By Email. Fill in the reservation form and send an email back to Karen@theChinaDMA.com
We will contact you to confirm details.
2: By Telephone Call Karen Li at the China DMA on Shanghai (021) 6248 3766. We will then coordinate your reservation.
3: By Fax Print out the reservation form, fill in the details and fax to (021) 6248 0351.