Most database marketing sessions focus on how to be successful. But being successful means knowing how to overcome challenges that arise in the process. This session focuses on what can go wrong, and how to anticipate obstacles along the way and avoid them before millions of dollars have been wasted. We will explore case studies from six different industries, including packaged goods, catalogs, B-to-B, telecommunications, insurance, and banking. If you are responsible for your company's database marketing activities, you shouldn't miss this valuable presentation.

LEARNING POINTS:

- Discover nine common mistakes that you should avoid in database marketing
- Learn five specific things that you can do to improve profits immediately
- Determine why coordinating electronic marketing with direct mail is a must