Announcements

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Announcements

• Upcoming Council Events
• CouncilTel January 26th at 2pm ET Topic TBD
• Member Exchanges in February
• SAS user group
• Analytics function best practices
• Member Meeting March 16-17th Location TBD
• April Member Dinners/Breakfasts

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Announcements

• Upcoming Research
• Forrester Wave Database Marketing Service
  Providers, Q4 2005 - December
• Forrester Wave Email Service Providers, Q4 2005
  - December
• Database Marketing Trends Measurement And
  Analytics January
• Forrester Wave Enterprise Marketing Platforms,
  Q1 2006 January
• The Top Marketing Technologies In 2006 - January

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Potential Council Topics For 2006
Targeting direct marketing programs to specific
ethnic groups Getting the most out of your
marketing technology platform and service
provider relationships Loyalty process and
methodologies - What influences measurement? How
have members monetized a loyalty program?
In-house technology development versus
outsourcing how to balance the mix Best
practices for managing email vendors and lists
Direct marketing via emerging channels SMS,
targeted TV ads, etc. Managing customer privacy
issues and regulatory compliance Unlocking
strategic value in customer analytics applying
insight from customer knowledge to drive business
decisions
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Introductions

• Is there a particular aspect of staffing that you
  would like to discuss today?
• Attracting talent to your team
• Training and career path development
• Employee retention best practices

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Database Marketing Groups Require Four Core Skill
Sets
July 2005, Best Practices Organizing For
Customer-Centric Marketing
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Database Marketing Groups Are Hiring
July 2005, Best Practices Organizing For
Customer-Centric Marketing
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The Increase In Headcount Is Significant
July 2005, Best Practices Organizing For
Customer-Centric Marketing
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New Headcount Will Revolve Around Marketing And
Analytical Skills
July 2005, Best Practices Organizing For
Customer-Centric Marketing
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Group Discussion Questions

• Have you had success working with recruiters? Any
  best practices to share with the group?
• What works best -- hiring experienced talent or
  developing team players from within?
• Which conferences or events are most helpful and
  informative for staff development and best
  practice gathering?
• Do you find value in external training courses
  (DMA, David Shepard Associates, etc)? How do you
  capture learning?
• What have you done to ensure consistency? Do you
  have a repository for core skills knowledge?
• How have you created a career path to keep your
  team engaged and supplied with new
  opportunities/challenges?
• Have you had success with mentoring programs?

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Appendix The Anatomy of Database Marketing
Organizations
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Database marketing depends on 4 skill sets
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Core umbrellas of responsibility

• Customer and program analysis
• Customer data administration
• Campaign design and development
• Marketing systems administration
• Executive management

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Five core umbrellas of responsibility
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Customer and program analysis

• Act as reference librarians for customer data
• Query the customer database
• Create visual representations of data
• Develop report templates to distribute info
• Identify data gaps and uncertainty levels
• Create analytical models and scores
• Propensity to buy
• Suggest segmentation models

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Job description customer program analysis

• Database Marketing AnalystNational company
  seeks an experienced professional with 2 years
  of experience working directly with database
  marketing tools. As a Database Marketing Analyst,
  you will provide clients with marketing reports,
  review current strategies, recommend action
  plans, and analyze results. You also will help
  with the development and maintenance of internal
  databases designed to capture customer and
  product information. Qualified candidates must
  have a degree in marketing or related field and
  knowledge of current database technologies.
  Strong analytical and communication skills are
  essential. Also must have the ability to
  interpret interrelationships between data and
  translate those relationships into viable
  marketing plans.

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Job description customer program analysis

• Database Marketing Analyst
• You will track customer relationship marketing
  strategies for acquisition, retention,
  reactivation and loyalty. Responsibilities will
  involve working with the Data Mining Manager to
  use information in the data warehouse tracking
  ROI, incremental bookings, enrollment data and
  new benefit offerings building a dashboard of
  metrics reports that reflect the impact of direct
  to consumer marketing including our Customer
  Loyalty Program and making recommendations for
  strategy changes based on analysis of campaign
  results, customer buying patterns, statistical
  model results, the competitive landscape and
  demographics. Candidates will have 3 years
  marketing experience and a degree in
  Business/Marketing or IT. We expect familiarity
  with direct marketing metrics and campaign
  analysis techniques, and experience building test
  cell structures. You must have 1 year of SQL
  experience, and a working knowledge of
  Cognos.

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Job description customer program analysis

• Marketing Statistician
• Develop statistical, multi-variate, predictive
  models to drive targeted marketing (propensity
  and response models)
• Develop profitability and LTV models, to enable
  targeting at the customer level
• Work with external resources to purchase customer
  data and conduct analysis to determine profiles
  by segment
• 5 years of data mining, predictive and response
  modeling and segmentation experience (e.g.,
  neural networks, CHAID, logistic regression)
• Experience with statistical analysis and data
  mining tools such as SPSS or SAS
• Strong communication skills, ability to
  articulate views crisply and convincingly
• Advanced degree in Statistics preferred

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Five core umbrellas of responsibility
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Customer data administration

• Source and centralize customer data
• Define/maintain logical and physical data models
• Administer security, upgrades, bug fixes, users
• Co-define/maintain marketing metadata
• Interact with query writers
• Track data usage patterns, query times
• Optimize data infrastructure for performance
• Evolve data infrastructure to reflect changes in
  requirements
• Oversee data ETL and integration
• Maintain data integrity
• Co-manage data hygiene

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Job description customer data administration

• Marketing Database Administrator
• Work with users to identify warehouse
  requirements and structures
• Develop and populate warehouse using extract,
  transform, and load tools in mainframe and
  distributed environments
• Experience writing SQL and using query/reporting
  tools
• 7 years experience in data mart analysis,
  design, modeling and development, including data
  mining, data entity analysis, logical database
  design
• Experience with flat file data management, large
  data warehouse and data mart environments
• 5 years administration experience using IBM DB/2
  platform
• Experience designing, implementing and supporting
  SAS data sets is a plus
• Familiarity with Informatica is a plus

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Five core umbrellas of responsibility
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Campaign design and development

• Maintain familiarity with customer metadata
  and/or logical customer data model
• Write queries to define program audience
  (segments)
• Create business logic
• Define program objective, mechanics, and schedule
• Monitor program results
• Incorporate preserve lessons learned
• Define and execute test plans
• Co-develop creative content
• Honor governance policies

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Job description campaign design development

• Relationship Marketing Manager
• Responsibilities include
• Analyze financial results of previous programs
• Ensure previous learnings are integrated in each
  new direct mail and email program
• Recommend targeting and offer test plan
• Develop program schedule
• Maintain customer selection documentation
• Assist in developing seasonal testing/learning
  plans
• Execute list selection process
• Create list pull instructions for database team
• Gain directors approval for list selection
  matrix and final counts

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Job description campaign design development

• Campaign Manager
• In this role you will work with customer data to
  build and maintain telemarketing, direct mail,
  and email campaigns. The ideal candidate will be
  able to balance scheduled duties with production
  support. Specific responsibilities include
• Data hygiene address standardization and
  cleansing, merge/purge, householding, data
  appends and updates
• Campaign building creating and maintaining call
  center scripts, creation of complex queries and
  report writing, some database development
  opportunities
• BA/BS in Computer Science, Marketing or related
  field with 2 years direct experience.
• 3 years with relational databases, 3 years
  query and report writing experience

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Five core umbrellas of responsibility
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Marketing systems administration

• Take overall technical ownership of marketing
  software
• Co-define/maintain customer metadata
• Track and optimize query performance
• Manage queries/jobs for consistent performance
• Define/enforce standard program templates, naming
  conventions, etc.
• Define/evolve integration points with external
  systems
• Administer app security, upgrades, bug fixes,
  users
• Maintain data integrity and security

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Job description marketing systems administration

• Director, Marketing Technology Development
• Design, develop and deploy multiple cross-channel
  marketing applications
• Collect, track and prioritize detailed functional
  and technical requirements from the marketing
  team
• Work with internal and external technology
  providers to support development of overall
  solution architecture
• Work with end users to ensure successful
  technology deployment
• Manage vendor and business unit technical
  relationships to ensure optimal solution
  execution
• Familiarity and experience with Web, data
  warehousing, data integration, and EAI
  technologies (Java, J2EE, COM)
• 5 years of experience with commercial campaign
  management tools (e.g. E.piphany, Unica)

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Five core umbrellas of responsibility
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Five core umbrellas of responsibility
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Executive management

• Take overall responsibility for database
  marketing programs
• Manage scheduling and execution of campaigns
• Establish contact, privacy and governance
  policies
• Oversee day-to-day operations
• Ensure programs get out the door on time
• Quantify program results
• Preserve learnings and best practices for reuse
• Define and evolve strategic segmentation models
• Manage relationships with external service
  providers
• Define and evolve overall customer data strategy
• Identify and standardize recurring processes

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Job description executive management

• Vice President, Marketing Information and
  Analysis
• Develop and maintain longitudinal customer
  marketing database
• Develop and maintain prospect marketing database
  system for new account acquisition
• Recommend, implement and monitor predictive
  models for new account acquisition,
  profitability, segmentation, and retention
• Recommend strategic opportunities for direct
  marketing
• Develop, implement and manage comprehensive
  reports management system
• Evaluate and implement data overlay for use in
  acquisition and customer database systems (e.g.
  credit bureau attributes, demographics,
  psychographics)
• Manage external technology vendors and marketing
  agencies
• Minimum five years experience in direct response
  marketing, with minimum three years in the credit
  card industry

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Sample organizational structure