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Mining Customer Data: Leveraging Customer Insights For Branddriven Growth

Please join us for the second installment of this 3part Brandweek webcast series, "Using Brands to Drive Growth." In this session, Nadya Kohl, Vice PresidentConsulting at Experian Business Strategies and Andrew Pierce, Senior Partner at Prophet, will discuss how to optimize the uses of data mining to further brand relevance. There are different forms (and benefits) of segmentation designed to answer different questions for marketers (Which consumers do I target? vs. Which consumers can I reach?). Segmentation methods are getting more sophisticatedit is vital that marketers use the right methods for the right reasons. In targeted marketing, having the best, most comprehensive consumer information is important, but how that data is used and interpreted is just as critical. You need to use consumer data to identify insights and trends that can direct the development of effective messages and point toward communication and media channels most likely to generate the greatest return. Consumers are increasingly establishing direct contact with the brand. CPG marketers should be ready to treat this interaction with an engaged consumer as a data mining opportunity, to increase brand relevance and to "prove" the payback on marketing investments. What you will learn : Data mining can be used to enable better and more cost effective "mass" communication. Data mining can be used to improve promotional programs. How data mining can be used for strategic value target programs. Gain insight into how use your data to create more effective messages and determine which channels will resonate most strongly with your target market. All you need to attend is : A 56Kbps Internet connection or better A separate telephone line for the audio or a sound card and speakers Netscape 4.x or Internet Explorer 4.x (AOL users: AOL 5.0 and above only) Linux Users Please Note: To use the current Java client you will need to update to the latest version of Mozilla 1.7.3. Firefox/Mozilla. Using FireFox. Click Here To Set Up The WebEx Event Manager installed before the event Click Here To Set Up . NOTE: This plugin will not install if your browser has high security settings or you do not have administrative rights on your PC.

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