Ian Kennedy OAM, Chairman, Wunderman

From intrusion to invitation.

Intrusive marketing is rapidly diminishing and consumers are devoting more money and time to facilitating control over how and when they access relevant information. As consumers reduce the proportion of traditional advertising from their lives are marketers in touch with the timeless principles that drive the technology and create the invitational interaction; or are they still guided by principles from a world that no longer exists? If marketers are not equipped for this revolution, they will be making the same choice as losing generals, to march into the next war intending to fight the last.

For each of the major direct marketing channels; direct mail, voice, mobile, email, digital and D.R.T.V, ADMA commissioned two of Australia’s leading direct marketers to research and develop seven Foundation Direct Marketing Principles. Drawing on the top 9 esteemed DM books in the world, cross-referencing with findings from internet research and papers from the DMA in the USA, UK and the CMA in Canada, and then reviewed by a panel of Australian DM experts, these principles are now refined and ready for use as ‘World’s Best Practice’.

Ian Kennedy OAM, often referred to as "the Father of Direct Marketing in Australia" and regarded as one of Australia’s most successful and experienced direct marketers, returns to the platform at ADMA Forum to take you through this critical piece of work. With over thirty-five years of DM experience and international credentials, Ian will demonstrate how these Foundation Principles are timeless and critical for the current interactive environment, where all marketing is becoming direct marketing and conducted at the speed of light.

One of the highlights of the conference, this is a session that marketers cannot afford to miss – take home a check-list of best practice DM principles to provide you with consumer insight and a blueprint for successful campaigns.

Michelle de Souza, Head of Central Database, Help the Aged

Creating a new income stream with an innovative data strategy – a case study.

How do you stand out from the crowd? In a UK public sector with over 190,000 charities, developing a competitive advantage is not easy but nonetheless an imperative. Add to this, shifting demographics and more punitive data protection legislation – then it shouldn’t be a surprise that product development in this market place has become stymied.

Help the Aged, the UK’s leading aged charity, is aiming to raise income in 07/08 to £84m with a mission to secure and uphold the rights of disadvantaged older people in the UK and around the world. Faced with increasing donor acquisition costs and falling retention rates, Help the Aged decided to research and develop a distinctive new brand to sell financial products to the 50+ audience; an independent financial services company that would raise income outside of the charity’s traditional audience whilst still appealing to their existing supporter base and allowing them to increase the life time value of existing relationships. And of course, not forgetting the key message - that all profits go to the charity.

Driven by an innovative data strategy, intune launched in May 2007. The aim - to generate an income stream that would provide a net contribution of £15m over 5 years. How did Help the Aged do in their first year? Join Michelle as she uncovers this evidence based case-study, reviewing the data strategy behind the launch and sharing the lessons learnt.

Morning Break & Exhibition Viewing

Last minute speaker change

Ian Liddicoat replacement: Professor Adrian Payne (PhD, MSc, MEd, FRMIT, FCIM, FRSA), Australian School of Business, University of New South Wales

Customer management from strategy to insight.

Adrian will start his session by outlining an integrated framework for developing customer management strategy, based on 4 years research and then illustrate how to develop a strategy which leads to actionable customer insights using a range of best practice global organisations, including Mercedes Benz, First Direct Bank (UK), South West Airlines and USAA the US insurance company.

Lee Boykoff, Director, Digital Media Analytics and Distribution, A&E Television Networks

Boosting return on Ad spend with advanced Net Promoter segmentation.

With the belief that consumers are more likely to be influenced by each other than any traditional marketing vehicle, A&E Television Networks uses the Net Promoter Score (NPS) to identify advocates of both the network and its individual programmes. Learn how A&E utilises NPS and the A&E Insider, an online fan club, to target the marketing sweet spot: viewers with vast social networks who are passionate about the A&E brand. Over the course of the previous 2 years, the programme has not only boosted the network's return on marketing spend, but also yielded countless valuable research insights and even influenced product development. Most importantly, members report a change in behaviour since joining the Insider- They watch more A&E!

Nick Cowling, Senior Campaign Manager, MathMarketing

How to accelerate growth by aligning sales & marketing in your business.

The alignment of sales & marketing has become a significant issue for many B2B businesses. In this session B2B expert, Nick Cowling, will explore the challenges of aligning these two business functions and what methods you can put in place to achieve cohesion and, in the end, increased sales.

This presentation will address:

- Why alignment matters.

• Based on research findings from a survey conducted by MathMarketing & MarketingProfs on the issues 1390 businesses have had with sales & marketing alignment, you’ll see the real return on investment to aligning sales & marketing.

- Why businesses struggle to align sales & marketing.

• Alignment is not a new concept; businesses around the world have been working towards improving it for some time. Nick will explore the 3 reasons it continues to elude businesses today.

- The 3 proven steps to aligning sales & marketing to accelerate growth in your business.

• The results from the alignment survey surprised everyone. Learn the things you should be doing, and – more importantly – the things you should stop doing to achieve successful partnering between the sales & marketing departments. Take away 3 proven steps to aligning sales & marketing to accelerate growth in your business.

Steve Fanale, CEO, Massmedia

Increasing customer knowledge and ROI with trigger marketing - matching theory with practice.

There has been a lot of talk over the last year about “Trigger Marketing” – and no doubt we are all familiar with the theory. But how does it work in the real world? In this session Steve will look at the theory and match this against some actual examples of how companies in Australia, including Adobe have used trigger marketing activities to:

• Improve their interaction with their customer base.
• Increase their knowledge of their customers and their customer needs and wants.
• Manage their customer base to achieve better campaign results.
• Streamline their segmenting and targeting activities.
• Simplify their communication processes.
• Increase ROI on their campaigns.

Raymond Peer, Data Quality Manager - PAC DMO Australia, Microsoft Australia

Towards a customer-centric marketable universe – a Microsoft case study.

Microsoft recognised that to deliver on customer expectations, they needed to shift their sales and marketing efforts from being product focused to being customer-centric. In this presentation Raymond will walk you through how they implemented these changes from a data warehouse systems and customer data management perspective.
• The market as products
• The market as customers
• Better targeting (if we know where to aim)
• Organisation Profiling Standards & Taxonomy
• Marketing Audience profiling
• Master Data Management implications
• Problems and successes

Rick Speciale, Senior Marketing Manager - Media, News Digital Media

Creating a B2B advocate.

Whether you’re an outside partner or an internal collaborator, the relationship between a client and their provider is a partnership, not a transaction or a get rich quick scheme. The relationship exists because it has been established that the combination is more effective, efficient and profitable than doing business separately. And it’s not just about the technology, or technical expertise, but about people and service where communication is the key and the challenge.

Rick will talk through what he thinks are the golden rules to developing the perfect client/supplier relationship, from the client perspective. Using examples of good and not-so-good partnerships, he will illustrate how a successful relationship can yield long term and profitable B2B results.

If you think you are the perfect supplier, or the model client – think again! It is not rocket science, but few get it right!

Marc Burns, Senior Acquistion Marketing Manager, FOXTEL and Adam Driussi, Director, The Quantium Group

Using analytics to drive increased marketing effectiveness within FOXTEL.

Over the past 12 months, FOXTEL has employed advanced data analytics methods to help maximise marketing effectiveness at all stages of the customer lifecycle. This presentation will cover:

- Analytical approach used to measure marketing effectiveness identifying:
1. The true effects of each channel in delivering response – including developing a detailed understanding of the role DM plays within the mix
2. The impact of activities by our channel partners (e.g. FOX8, Nickelodeon etc)
3. The impact of specific campaign offers – both above and below the line
4. The impact of specific DM factors (such as time since received DM, the re-mail effect, cost of creative, value of offer etc)
5. The impact of various other factors on acquisition (such as seasonality, customer demographics etc)

- Busting historic perceptions with new and empirical understanding of effects

- Optimising future campaigns for cost effective acquisition

Sandra Hogan, Director, Strategic Modelling & Capability, Telstra Strategic Marketing and Vic Hodge, Head of Consulting, Pacific Micromarketing

How data can change your business model - Turning data into strategic marketing and business insights.

The role of customer analysis within an organisation is often assumed and rarely understood with the exception of analytical practitioners. In this session, you will find out how Telstra developed rich and meaningful insights from multiple data sets (internal and external). You will see what methods were used to turn data into customer analytics into actionable customer insights, the development and implementation approaches, and how these insights helped Telstra formulate robust and readily deployed business strategies across a number of customer touch points. Finally, you will get an insight into the business benefits derived from leveraging data to drive business strategy.

Jodie Sangster, Chief Privacy & Compliance Officer, Acxiom Asia Pacific

Analytics in the new age and legal compliance.

Marketers are becoming increasingly sophisticated in how they use data analytics to send targeted and relevant marketing and new marketing channels and methodologies are making the collection of relevant data simpler. Advanced analytics, web tracking, social networking, data enhancement have all emerged at a time when companies are increasingly looking for more innovative ways to collect data about their customers and understand their habits to allow a more focused customer experience.

But are these new techniques legal and are there any risks involved from a company perspective:

This session will cover:

• The legalities behind data analytics, web tracking, social network marketing, data sharing and enhancement – what you can and can’t do with customer data
• Practical steps to unlocking the value of data
• Beyond legalities – what other risks present themselves when dealing with customer data
• What is on the horizon – how will new proposed laws affect the use of data and the ability for companies to understand their customers

Hikaru Phillips, Director Innovations, Accenture Marketing Sciences

Developing “intelligent” digital marketing capabilities.

While technology has long promised more personalised experiences for customers and greater ROI for marketers, reality often falls far short of the promise. Hikaru Phillips, founder of Memetrics and current Director of Innovations for Accenture Marketing Sciences will discuss how a combination of process, technology and people can deliver transformational market capabilities that are both customer centric and more intelligent. Hikaru will present web sites that remember information about customer’s, learn how to best interact with those customers and then action uncovered insights to improve business performance.

Tim Tyler, Senior Consultant, Resonate

“The play went marvellously well. The audience was a complete failure”* - the importance of customer insights in building relationships and loyalty.

Customer loyalty remains the key driver of profitability for marketers in a fragmenting market.
Tim Tyler, relationship marketing strategist and commentator, will discuss the mechanisms behind relationships, with an explanation of why relationships, loyalty, Net Promoter Score and growth are all connected and how these mechanisms enable a new marketing option for direct marketers; the 5th ‘P’ – marketing through ‘People’ with advocacy programmes.

Tim will also look at a successful relationship marketing programme, as a local case study that illustrates the use of an explicit relationship strategy to increase loyalty and also new customer acquisition through the People channel; Melbourne Football Club.

You will come away from this presentation with an understanding of why customer loyalty is of increasing importance as channels fragment, insight into how to structure and measure advocacy programs and how to make sure that; “The audience went marvellously well. The play was a success.”

*Oscar Wilde on the Importance of Customer Insight

Andrew Segar, CEO, Simplicity Australasia

How PlaceMakers implemented a single view, in real time system - a loyalty and CRM story.

Effective loyalty marketing is the platform for meaningful, two-way dialogue between a company and its customers, ensuring relevant and persuasive communication, as well as opportunities to respond to changing customer needs.

Drawing on his experience implementing the PlaceMakers single view, in real time project, Andrew will share how PlaceMakers were able to interact with all customer data to better respond to and service their customers’ needs.

PlaceMakers systems went from holding account only information to a single customer view, in real time system, enabling all employees and call centre staff to interact with all customer data in real time using mobile 3G, internet, desktop, call centre and consumer interaction via web sites.

The project has provided an integrated data management system spanning all aspects of PlaceMakers business, from their loyalty programmes through to providing Account Managers in the field a real time CRM solution on a 3G Mobile.

Peter Gurrie, Experience Director, Citrus

Sportsgirl gets up close and personal.

The key point of difference with a successful relationship marketing programme lies in the ability to build relationships that increase lifetime value and convert prospects.

Peter Gurrie, Experience Director of digital agency Citrus, will provide a first hand insight into an industry leading relationship marketing programme for one of Australia’s biggest fashion and retail brands, Sportsgirl, following the launch of a premium ecommerce-enabled website.

The RM programme was designed to drive brand engagement, customer conversion, get closer to existing customers and grow the value of the relationships over time.

Through this case study, marketers will gain a greater understanding of why relationship marketing is made for the digital media space and how it works with other media, what you need to be measuring to ensure your RM programme is successful, and ultimately how to achieve competitive advantage with RM.

Paul Smitton, Group General Manager Marketing, Qantas Loyalty

The secret to success in driving consumer engagement – the Qantas story.

Qantas Frequent Flyer (QFF) commenced 20 years ago and has been a stunning success in its objective of driving customer retention for the airline and, with over 250 active partners also engaged in the programme, it isn’t just Qantas that benefits.

Programme partners represent a remarkable 80% of consumer spending, which means many everyday consumer spending categories are covered. It is this coalition effect combined with a uniquely powerful redemption range that has generated the most powerful programme in Australia.

This presentation will outline how the QFF programme has evolved into the most powerful marketing engagement platform in Australia for all partners (including Qantas). The presentation will showcase why this is the case and reveal some of the insights that have been learned.

It will also discuss how QFF works with partners to drive positive consumer behaviours (acquisition, share of wallet, retention and referral), which are the secrets behind building a powerful consumer engagement programme.