It's true that direct mail is making a comeback, but sophisticated direct mail campaigns still utilize a tie-in with digital marketing. Why? Data! Communications in today's world provide a huge array of ways to measure and track effectiveness. Join this session to learn a few of the ways that event marketers are using simple tools to garner sophisticated results. The session will cover new and improved ways to do press releases, use and measure Twitter, banner ads, websites and landing pages that use Google Analytics.