The New Vanguard
Every industry has its luminaries-pioneers whose names become synonymous with the techniques or products they developed. Ed Burnett, Ralph Lane Polk II, Richard Benson, John Caples, Leon L. Bean, Lillian Vernon, Jeff Bezos and, of course, Lester Wunderman come to mind.
But not every trailblazer operates in the white-hot spotlight. Many conduct brilliant work day after day for their companies in relative anonymity. That is, until Target Marketing decided to nose around and find those professionals who are setting new standards for direct marketing performance. With the help of our Editorial Advisory Board and other key industry figures, we've selected eight exceptional direct marketers who refuse to settle for status quo program results.
From production, e-mail marketing and data segmentation to channel integration, loyalty marketing and more, these stories of innovation cover the gamut of challenges facing direct marketers today. Read on to learn how each one of these all-stars has risen to the challenge-hopefully their stories will inspire you to push a few boundaries of your own.
The Data Integrator
Al Rosato, Director of Database Marketing, MediaLive International Inc.
When Al Rosato joined event marketer MediaLive International Inc. (MLII) in October 2004, the company-whose brand portfolio includes 20 annual, global events spanning emerging, accelerating and established technology markets-was going through organizational change. Some of the turnover meant much of the database history was lost. Brought in to complete the database build, Rosato had to start fresh with new vendors and registration companies. Rosato applied his data integration expertise to help MLII implement a holistic approach to data management.
Rosato's accomplishments over the past year and a half are numerous: "We've brought all legacy data into the database and have established standardized data capture and feeds from all sources going into the database," he describes. "Now, I'm focusing on better customer relationship management to be able to match our customers with relevant events and opportunities. One of my goals is to be able to help our exhibitors 'see' who would attend our events and to be able to help attendees find out more about the products and services of our exhibitors."