Engaging Customers to Drive Sales: A Case Study from Sony Electronics (8/9)
Driving sales is never easy, and when the best predictor of future sale is past behavior and your customers buy infrequently, it’s even harder. Sony Electronics needed to develop a new approach that would help it stay in touch and engaged with its customers, even when they are not considering a purchase. By identifying the right data and developing a series of predictive models and communications streams, Sony created a marketing solution that focused on first engagement.
Jeremy Lyons, Manager of Consumer Data Strategy for Sony will present this case study of Sony’s recent experience with customer engagement along with Dan Rubin from Harte Hanks. Attendees from brands or agencies of all sizes should expect to leave with new ideas about:ngaging customers and then using the engagement to drive sales.
- Using engagement communications to bridge the relationship gap between purchases
- Applying statistical models to focus those communications on the best prospects
- Justifying the investment on engagement with future purchases
Hilton Del Mar
15575 Jimmy Durante Blvd.
Del Mar, CA 92014
August 9th, 2012
- 6:00pm – 6:30pm Networking
- 6:30pm – 7:30pm Event/Speaker Time (40mins Speaker Topic, 20mins Q&A)
- 7:30pm – 8:00pm Networking
$29- AMA Member
$39- General Admission
ABOUT THE SPEAKERS:
Jeremy Lyons has been with Sony Electronics since 2008 and in his current position as Manager, Consumer Data Strategy since 2010. In that time he has been responsible for business.
Prior to joining Sony Jeremy worked in various roles supporting ecommerce, paid search and other online advertising programs, as well as service quality measurement for the retail industry. Jeremy holds an MBA from the W.P. Carey school at Arizona State University, having specialized in both marketing strategy and information management.ss management of Sony’s customer data platform as well as the use of customer data for direct marketing by email and mail channels. With an agency team, he manages data appends, segmentation and modeling, list selection, campaign reporting, and customer behavior analyses.
Dan Rubin is the senior VP of strategy and insights for The Agency Inside Harte-Hanks. His years of experience in the field have made him an expert in multichannel relationship marketing strategy and customer analytics. He supports Sony Electronics’ strategy by advising on customer segmentation and statistical modeling, as well as developing tactical plans for using those tools to improve customer experiences and driving business results. The Agency Inside Harte-Hanks is CRM agency-of-record for some of the most successful pharma, auto, health insurance and retail clients in the world. It is a subsidiary of Harte Hanks Inc (NYSE: HHS), which provides direct marketing services to clients worldwide.
The Agency Inside Harte-Hanks is a full-service, multichannel relationship marketing agency specializing in direct and digital communications. With award-winning strategy, creative and implementation services, The Agency Inside helps marketers within targeted industries understand, identify, and engage prospects and customers in their channel of choice. Recognized and respected as a market leader for many decades, it is our mission to deploy world-class, insight-driven, multichannel relationship marketing programs that address each client’s acquisition, cross-sell, retention and loyalty needs.