Experian's B2B Direct Marketing Experts Shed Light On Effective Database Marketing; First Executive Briefing in Ongoing Series Draws Full House

Business Wire, March 19, 2001

Business Editors

ORANGE, Calif.--(BUSINESS WIRE)--March 19, 2001

The rewards and pitfalls associated with building and maintaining a fully functional marketing and sales database were at the core of the first business-to-business Executive Briefing sponsored by Experian, a leading information solutions provider.

Held prior to the Direct Marketing to Business Spring conference in San Francisco, the briefing was conducted by John M. Coe, president of Database Marketing Associates Inc. and Roger H. Lisabeth, vice president and general manager of Experian's business information solutions unit.

"The care and feeding of a functional database has never been more important to facilitate the achievement of a company's ever increasing marketing and sales objectives," said Coe, who pointed out to the packed room of marketing and sales executives that a well-defined data strategy is a necessity. Paraphrasing an often-quoted political line, Coe reminded them of the overarching importance of the database. "It's the data stupid," he said.

During the course of the briefing, the speakers addressed many topics critical to a company's success, including defining the new sales and marketing model and organizing companies to maximize database-marketing opportunities. Other discussion topics included profiling, targeting, segmentation, customer acquisition campaigns, retaining and growing a customer base and achieving customer loyalty. A white paper on the topic of building a company's marketing and sales database was distributed to attendees.

Other executive briefings are planned in the future in key markets around the nation. The format will remain the same with a question and answer session immediately following the presentation. Lunch is included and one-to-one consultations with the briefing principals are encouraged. For more information about upcoming executive briefings or to receive a copy of the white paper, call Sarah Adams at 714/385-5818.

Experian is an information solutions company. It uses the power of information to help its clients target prospective customers, manage existing customer relationships and identify opportunities for profitable growth. Through multi-channel delivery of its Web-based products and services, Experian enables its clients to conduct secure and profitable e-business. Experian is a subsidiary of The Great Universal Stores P.L.C. and has headquarters in Nottingham, U.K., and Orange. Its 12,000 people support clients in more than 50 countries. Annual sales are about $1.5 billion.

For more information, visit the company's Web site at www.experian.com.