"While it's clear why the shift from mass to targeted direct marketing is critical, the question remains as to how it's done. This session provides marketers with tested strategies to better understand their customers, communicate with them as individuals and measure the impact of their marketing. Hear how XM Satellite Radio used value-based segmentation to pull added value from customer files to create better targeted communication with customers and prospects at the individual/household level. You'll also hear how matchback and other metrics track ROI for future campaign improvement.

Understand how:
• Value-based segmentation pulls added value from your customer files
• To use segmentation to create 1-to-1 communications with your best customers
• Matchback and other measurements track ROI and improve future campaigns"