NCDM Speaker: Smart Use Of Data Pays Off For Businesses

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PHILADELPHIA -- Intelligent use of accurate data is at the heart of today's business success, keynote speaker Carolee Reiling said yesterday at the National Center for Database Marketing Summer 2002 Conference.

Though gathering customer data is important, "the bigger challenge lies in leveraging that data to conduct targeted marketing and to build strategic partnerships with carefully selected organizations and businesses," said Reiling, senior director, business management and development, data solutions group, at Yahoo Inc.

Reiling also told attendees at the morning session about a Web-based co-branded promotional loyalty campaign Yahoo did recently with Pepsi. The program involved sending e-mail messages to a highly targeted segment of Yahoo's 219 million-name database, enticing consumers to buy a Pepsi product and then enter the code on the bottle into a form at to accumulate points and redeem them for prizes.

In the first 30 days, Pepsi registered 1 million unique e-mail addresses, she said, and Pepsi registered 3.5 million unique e-mail addresses in the first four months. Reiling said the program reduced costs by 80 percent.

The DMA said next summer's NCDM show will be July 28-30 in Long Beach, CA.

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