8.45am

DELEGATE REGISTRATION (Welcome Coffee & Tea)
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MR ROB STANLEY, Sales Director South Asia: DoubleClick International Asia B.V.
Rob will spearhead the day's programme by sharing how Online specifically can be valuable, and how you can measure that value - what do marketers need to consider. He drill down into the email side of things as one specific channel and talk about the challenges and best practices here. Although it's just for email, it will highlight to the audience the importance of thinking about any of these channels, and some of the "under the hood" issues that sometimes are not considered. Finally Rob will end the morning with a general review of the importance of measuring and some thoughts on what should be measured.
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9.00am

9.50am

MORNING REFRESHMENT BREAK
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10.10am

Email Marketing: Trends, Best Practices And The Problem Of SPAM
• How Is Email Marketing Being Used In Asia?
• What Results Can You Expect
• Key Concerns In Getting Your Message Heard - Relevancy, Trust, And Deliverability
• How A Good Privacy Policy And Contact Strategy Will Impact On Your Bottom Line

Rob will share DoubleClick's recent statistics showing how email marketing is getting results in Asia with real customers - this is not case-studies but average click through, open rates and conversions across 100M messages that DoubleClick disseminate every quarter for their clients.
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11.00am

Performance Management
• Why We Use Measurement
• Overview Of Types Of Measurement
• Tools Available For Measurement
• Measurement Towards: Online, Offline And Integrated
• Case-Studies Of Successful Measurement
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12.00pm

LUNCH BREAK
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MR HUW HOPKIN, Managing Director: Ground8
Huw will anchor the afternoon session after lunch and discuss the above in action. He will emphasize the importance of factoring performance measurement even before the campaign's actual roll and discuss the vision and expectations of performance measurement as well as outline tools, techniques and standards of measurement. He will also talk about many of the same measurements and illustrate how that impacts. Huw's session will also incorporate an interactive hands-on on measurement. Final talk of the day will delve deeper into measurement and study loyalty and relationship programmes that can be utilized to maximize the attention (and investment value) marketers get from marketing/integrated campaigns.
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1.00pm

Performance Management Before The Campaign
• Starting The Measurement Before The Campaign
- Setting The Measures: Top Down Or Bottom Up Planning
- What Planning And Measurement Help Us Achieve?
• Overview Of Types Of Measurement
• Tools And Techniques Available For Measurement
- Setting The Organization's Expectations About Measurement
• Integrated Campaign Measurement
- Standards For Combining Offline And Online Measures
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1.45pm

Measurement-In-Practice: Hands-On Teamwork
• Campaign Planning
• Performance Measurement Projections
- Measurement Of Testing Activities
- Setting Up The Measurements At The Right Points In The Campaign
• Running The Campaign
- Optimization Measurement And Action
- Final Campaign Summary Report
- Marketing Performance Vs Financial Performance Measurement
(Cost Per Response, Cost Per Sale)
- Predictive Modeling Measures Of Performance
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3.00pm

AFTERNOON REFRESHMENT BREAK
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3.20pm

Measurement Deep Dive
• Loyalty And Relationship Programmes Vs Campaigns
• Long Term Measures
- Brands Equity And Customer Lifetime Values
- Measurement In Business-To-Business
- Soft Measures
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4.30pm

CLOSE OF ONLINE MARKETING & PERFORMANCE ROI 2004
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