Part III--A Primer on Database Systems—Decifering Differences and Determining Directions

There is a myriad of database technologies on the market today—and this session is designed to equip attendees with the key benchmarks to assess and select marketing systems that meet their company’s existing and anticipated needs. Included in this overview will be an examination of current marketing automation application software, including traditional vendors (Unica, Alterian, smartFocus, Aprimo), B2B (Eloqua, Marketo, Genius, Silverpop); CRM systems (Salesforce.com, Siebel) and Web content systems (Interwoven, Marqui).
Learning Points:
-the major differences among systems, and how these relate to your business needs
-various treatments of Web data
-resolving data integration and cross channel marketing issues
-best approaches for inbound marketing including social media monitoring, posting, advertising, paid and organic search


Part IV-- Deadly Sins and the Ten Commandments: How to Achieve Best-Practices Database Content and Key Metrics Reporting
Location: Room 120 Lower Level
A database is only as good as its content, and bad content always costs you money. There is nothing glamorous about creating and maintaining best-practices content. Data audits and other forms of quality assurance are hard work. This session will tell you why all of this, although often overlooked, is so important for database success.
Learning Points
-The Ten Commandments of best-practices marketing database content, and how to make sure you always follow them.
-How to create insightful Key Indicators and Metrics (“KIMs” or “Dashboard”) reports.
-Examples of how some companies have succeeded and others have failed.