Data will help marketers understand Britain

The second Annual IDM Data Summit, entitled "The Changing Face of Britain", will examine the important role of data in today's multicultural marketplace.

Ten first-rate speakers (including Richard Webber, Managing Director of OriginsInfo; Dr Marie-Claude Gervais, Director of Research, Ethnos Research; Crispin Beale, Director of Customer Insight, Intelligence and Analysis, Royal Mail Group; and a US perspective from Keith Fotta, Chairman, Gryphon Systems) will reveal how a strong data strategy can help marketers understand the diverse cultures and needs of Britain's many and varied ethnic groups.

Using powerful case studies and real-world experiences, these data marketing experts will offer practical advice on effectively engaging - and establishing dialogue - with the many different cultural sectors of our population.

Senior executives from, among others, the Tomorrow Project, Information Commissioner's Office, Experian and the Children's Mutual will discuss the following subjects.

* The trends likely to affect our industry in the next 10-15 years.

* The consumption patterns of different ethnic groups.

* The latest data profiling and segmentation tools.

* How to use them without causing offence or contravening legislation.

* The power of the contact centre.

* Understanding the preferences of different ethnic groups.

* The role of contact governance systems.

* Permutation analysis - a new approach to behaviour modelling.

IDM Data Council Chair and Blue Sheep Managing Director, Iain Lovatt, commented: "Britain has long been multicultural but it is only relatively recently that the marketing environment has enabled and demanded that our communications be ever more targeted.

"It is no longer business as usual for the industry's love of 'economy of scale' direct marketing.

"The need to practice relevant, respectful, targeted direct marketing that celebrates the differences that are now more apparent and identifiable, in our marketing campaigns is self evident.

"The 2nd Annual IDM Data Summit will explore the challenges that the empowered and multicultural consumer presents to today's marketers and investigate how we can meet them and market to them using the traditional direct marketing values of Relevance, Respect and Reward as well as discovering new techniques and tools".

The 2nd Annual IDM Data Summit takes place in central London on 26 February 2008.

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