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Database and Analytics
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Concurrent Session (Main Conference)
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AutoNation partnered with Aspen Marketing to build a new direct marketing roadmap with advanced analytics in the drivers seat. Today, AutoNation is leading the industry from inefficient offline spending to programs with data-driven ROI. This session will outline the shift to direct, the analytics behind it and tips on retention.
Learning Points:
1. See why firms don't need to wait for perfect data to change a business
2. See how advanced analytics, integrated with all dm, drives ROI
3. Understand the importance of a strategic testing framework
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Tuesday Oct 20, 2009
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11:15 AM - 12:15 PM
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4
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Discipline: Online Marketing, Retail, Direct Mail
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Advanced
Primary Speaker: Kirk Gripenstraw
VP, Managing Director, Advanced Analytics
Aspen Marketing Services
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Kirk Gripenstraw is Vice President/Managing Director of
Advanced Analytics for Aspen Marketing Services. He is a recognized
industry leader and frequent industry speaker in the areas of
predictive analytics, CRM, database marketing, and analytics. Kirk
oversees a team of analytics professionals to ensure that even the
most advanced computational solutions are clear, practical, implementable,
and measureable for every client.
Speaker: Gary Marcotte
Senior Vice President of Marketing
AutoNation
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Gary Marcotte is a 30-year veteran of the automotive industry with experience on the OEM side and has been with AutoNation for eleven years. He has a bachelor's degree from General Motors Institute (now called Kettering University) and an MBA from the Darden School at the University of Virginia.