New and updated, join last year's most attended session! Whether you need a refresher or are just starting out in database marketing, you'll find traditional and new web 2.0 techniques for creating successful multichannel programs.

Part I offers an overview of the five key components of database marketing. From the strategic importance of the database to reviewing key processes required for developing and creating a 360-degree view of the customer through internal and third-party data sources, you will learn the foundations of building a strong database ready for reporting and analysis. Next, you'll find out that you don't need to be a statistician to benefit from advanced analytic techniques, such as: predictive modeling, classification trees, associations, sequences and segmentation schemes. You'll hear how these techniques translate into profits when they are used to drive campaigns designed to increase response and purchase rates, reduce churn, reactivate lost customers or acquire new ones.

Part II delves into how the Internet and social networking have changed the face of database marketing. Learn to assimilate Web 2.0 tools to develop an integrated multi-channel and multi-wave marketing campaign to build and enhance your customer relationships. This section will showcase real-world examples and provide an overview of digital enablers of CRM (including website, email and SEM) and social computing technologies such as: word of mouth, social networks/blogs, RSS, wikis, widgets, social search, tagging, and mash-ups that should be considered in any forward looking contact strategy.