"Many marketers are challenged with executing direct marketing campaigns effectively because they lack visibility into the process itself," Spain notes. "Marketers will walk away from this session with immediately applicable strategies to assess their current direct marketing efforts, and guidance on how to implement critical course corrections."
The panel will also share how attendees can ramp up analytics use in direct marketing efforts. Using the lens of the PNC / INWK partnership, Herriott will explore how she leveraged analytics to not only refine PNC's direct marketing strategy, but also to transform collaboration throughout the entire direct marketing process.
"InnerWorkings has helped my team optimize our direct marketing, from campaign development to in-home delivery. This has translated to considerable time and cost savings, as well as increased response rates," said Herriott. "I'm looking forward to revealing some of the best practices I've learned through our relationship over the years."
Spain, Herriott and Berenblatt's panel discussion at the DMA &THEN
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