1. May 29-31 Issue | Hyatt Regency Chicago
2012
Agenda
Day One: TUESDAY, MAY 29
10:00am – 5:00pm REGISTRATION Grand Registration Desk, East Tower
11:30am – 1:15pm WORKSHOPS Buffet Lunch included
EPSILON: Making Marketing Data Work For You: Ten Proven Practices for Successful Retailers
Is your current marketing data strategy working for you – as best as it can? Join Epsilon Targeting
for this must attend workshop and learn the ten proven data practices that best-in-class retailers are
implementing in order to measurably increase their marketing results and ROI. Learn how successful
retailers are using high performing data to acquire, retain and reactivate customers.
Stacey Hawes, Senior Vice President of Account Management - Epsilon Targeting
Phil Kaus, Director Enterprise Analytics – Cabela’s
HARTE-HANKS: The Marketer’s Mobile Readiness Boot Camp
Mobile marketing is all the buzz…but how do you really make it work? In this fast-paced session full of
real life examples, participants will learn from industry recognized strategy and digital marketing experts
about the basic and advanced practices for mobile marketing: how, when, and why to use it; Best prac-
tices to ensure effective, engaging mobile campaigns utilizing mobile email, mobile optimized websites,
QR codes, SMS, and automated messaging; and the killer mobile (and multichannel) KPIs that all re-
tailers should b monitoring and measuring. Plus, back by popular demand: the “Naughty and Nice” list!
Learn the “Dos and Don’ts” of mobile marketing by examining real world mobile examples from brands
like yours – some that deserve a gold star and some that, well…don’t. Join us to find out who is doing it
right. This is one workshop you won’t want to miss!
Michele Fitzpatrick, Senior Vice President, Strategy & Insight, The Agency Inside Harte-Hanks
Jeannette Kocsis, Senior Vice President, Digital Marketing, The Agency Inside Harte-Hanks
VMBC: Strategies for Creating Customer Loyalty on the Mobile Platform
Mobile is fast becoming the primary customer touchpoint for your brand. And your loyalty programs
need to not just exist on the mobile platform but thrive there. Come to this dynamic interactive session
and learn first-hand the most effective strategies and tactics behind designing and managing a cus-
tomer loyalty program that takes full advantage of all that mobile has to offer. We’ll detail ways to better
engage your existing loyalty database, best practices for growing your audience through mobile, and
tactics for energizing your base and creating an even deeper sense of loyalty and connection to your
brand – all in ways that deliver even greater value to your most important customers. Don’t miss the
session that will have an immediate impact on the growth and performance of your entire CRM program.
Joe Cox, President, VMBC
Greg Hill, Vice President Marketing, VMBC
Mark D’Amico, Director of National Accounts, VMBC

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GENERAL SESSION Grand Ballroom
1:45pm – 2:00pm WELCOME TO CRMC 2012
2:00pm – 3:00pm JOHN R. BRANDT: Next Generation Innovation & The Fundamentals of Customer Value
As one of the world’s leading researchers on the intersection of innovation, manage-
ment and marketing, John works closely both with leading CRM firms and executive
teams to create dramatically improved customer value and experience. Drawing on
data from thousands of companies worldwide and in-depth client experience, John
has identified the fundamentals of customer value creation — strategies that work in
any firm in any industry. In Next Generation Innovation, he outlines a methodology with
which any firm can rethink and reinvent the customer value and information it delivers.
3:00pm – 3:45pm MICHAELS STORES: A Brave New World
Under the leadership of Paula Puleo, CMO, the focus of the nation’s largest arts and crafts specialty
retailer is to understand and engage consumers in brave new ways that inspires and enables them
to experience creativity. But that wasn’t always the case for this retailer. Join this session to see how
Paula’s team is embracing innovation and transforming how Michaels Stores understands and inter-
acts with consumers to truly be the place where customers believe creativity happens.
Paula Puleo, Chief Marketing Officer - Michaels Stores
Mike Wagner, Vice President of Sales, Consumer Industries - Acxiom
3:45pm – 4:30pm BROOKLYN INDUSTRIES, ELKJOP, STADIUM, AND WRAPP:
How European and Online Retailers Use Social and Mobile to drive Profitable in-store Sales
Retailers have struggled for years, trying just about anything that offered profitable, measureable ways
to use the Internet and social media to get the customers they want into their stores and buying. Few,
however, have lived up to their promises. In this fireside chat, Hjalmar Winbladh will talk with execu-
tives from Elkjop, Dixon Retail’s consumer electronics chain in Northern Europe; Stadium, Sweden’s
largest sporting goods retailer; and Brooklyn Industries, purveyor of designer bags and clothing, about
the challenges they have faced in their marketing strategies, and the ways they are now utilizing social
media and mobile platforms to generate brand awareness, increase high-margin sales, and activate
their companies’ Facebook fans – along with all of their friends.
Lexy Funk, co-founder and CEO – Brooklyn Industries
Mattias Håkansson, Nordic Marketing Manager – Elkjop
Lars-Johan Lajjo Strand, Chief Marketing Officer – Stadium
Hjalmar Winbladh, Co-founder – Wrapp
4:30pm – 5:15pm GAMESTOP: More Growth, More Knowledge, More Power to the Players
This presentation comes directly from retail customer loyalty front lines. Back by popular demand, Jenn
continues to share the unfolding story of GameStop’s PowerUp Rewards. Previously, she took us on
the journey of loyalty program creation and shared the results of the PowerUp pilot and national rollout.
This year, Jenn will show the CRMC audience how GameStop is leveraging the data to grow share of
wallet and purchase frequency; shift behavior to higher margin products; and stimulate trade behav-
ior…while simultaneously using the data across the entire GameStop portfolio. Hear how the mantra
“knowledge is power” is driving the decisions of a $10B retailer.
Jenn McMillen, Division Vice President, Loyalty & CRM - GameStop
5:15pm – 6:45pm WELCOME RECEPTION: Sponsored by Acxiom
BOOK SIGNINGS: BRYAN PEARSON, The Loyalty Leap
and KEN BANKS & ROBYN WINTERS, BrainBranding
John R. Brandt
Global Strategist and
CEO - MPI Group

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Day Two: WEDNESDAY, MAY 30
7:00am – 8:00am BREAKFAST: Sponsored by Aimia
GENERAL SESSION Grand Ballroom
8:00am – 8:20am CHARLES CHAPEK, VICE PRESIDENT CRM –
ANN INC., & CRMC RETAIL ADVISORY COMMITTEE CHAIRMAN: Welcome to Day Two
8:20am – 9:10am BOB THACKER:
Today, it’s all about Survival of the Fastest … and Smartest!
Customer connectivity is key to all marketing. It begins with truly under-
standing and appreciating who your customer is. In these challenging
economic times, it seems harder and harder to get big ideas without mon-
ey. However, it’s not impossible. During this session, Bob will share how
smart marketing leaders inspire big companies to create big ideas.
9:10am – 9:55am GNC:
Turning Up The Heat On “360 Degrees” - Making Customer Centricity More Than Just A Buzz Word
Understanding customer behavior across multiple channels isn’t easy (and it’s getting harder). These
interactions with loyalty programs, traditional media, apps, at the point of sale, on the web and mobile
devices are more than just data points – when connected properly they yield rich sources of insight
about how and why your customers buy and what you can do to improve that experience. Learn how
GNC addresses the opportunities (and challenges) of putting the customer at the center of every deci-
sion they make, and how they pursue the promise of a “360 degree” understanding of their customers.
Dave Sims, Vice President, CRM – GNC
Jeff Simpson, Senior Vice President, Retail & Consumer Brands - Harte-Hanks
9:55am – 10:15am REFRESHMENT BREAK: Solution Zone, Sponsored by VMBC
CONCURRENT SESSION Grand Ballroom
10:20am – 11:05am GILT GROUPE:
Achieving Unprecedented Customer Engagement by Implementing Voice of Customer Driven Strategies
During this session you will learn how to achieve unprecedented levels of new sales, repeat sales and
customer engagement with five critical new VoC research insights which are essential for your social
and multichannel strategies: 1) Consumers Are Selecting Companies Who Engage Them and Seek
Their Input; 2) Customer-driven Relationships and Personalization are essential competitive differen-
tiators; 3) Preference-driven, personalized, multichannel communications are the new expectation; 4)
The Powerful Reciprocity of Value Equation; and 5) Most Preference Centers Aren’t Useful. Plus, learn
how Gilt is transforming the online customer experiences by partnering with customers to create highly
personalized and relevant shopping experiences. Learn how they have used VoC data to lift sales in
both the email and web experience, resulting in increased customer conversion and higher repeat
rates. Finally, you will gain insights into efforts to push customer service into the social arena. You will
leave this session with five operational tactics that will transform your business
Welington Fonseca, Head of CRM - Gilt Groupe
Ernan Roman, President - Ernan Roman Direct Marketing
Bob Thacker
Executive Director - Adopt-A-Classroom
& Fmr. SVP Marketing - OfficeMax

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11:05am – 11:50am HHGREGG: Turning Customer Contact into Retail Success
hhgregg, the 208-store appliance and electronics retailer – and 4th fastest growing US retailer – has
tripled in size and sales in the last four years, owing much to better targeting, identifying and reaching its
customers & prospects hundreds of millions of times per year customers across direct, digital and social
media. In a journey that began with making its direct mail more effective, hhgregg has conducted a chan-
nel optimization campaign where they were able to migrate more than 5% of customers from DM to email
only. Identifying e-responsive households saves hhgregg almost $500,000/year in DM expense without
any loss in sales. Further leveraging that customer data with trigger email marketing programs, hhgregg
has been to deploy timely and relevant messages that produce an on-average response lift of 45%.
Jeff Pearson, Senior Vice President, Marketing – hhgregg
Jeff Caplan, Partner and Vice President – 89Degrees
11:50am – 12:35pm METRO: Transforming an Organization Around the Customer
Discover how Metro, a leading Canadian grocery retailer, created a new loyalty program, Metro & Moi,
to drive a 94% satisfaction rate among customers – dramatically higher than the industry average.
Find out first-hand how they effectively engaged their customers in a loyalty program to help them to
achieve meaningful rewards, using surprisingly simple techniques. You will also learn how they lever-
aged the benefits of their customer loyalty program to achieve broader customer-centric aims across
all areas of the business, including pricing, promotions and assortment.
Marc Giroux, Vice President, Marketing - Metro Inc.
Marc Fischli, Chief Operating Officer - dunnhumby Canada
CONCURRENT SESSION Grand Ballroom EF
10:20am – 11:05am GROUPON: Groupon and Building Loyalty
Groupon has disrupted the local commerce market through its featured deal offerings since it launched
in 2009. In line with its commitment to being the platform that helps businesses attract and retain valu-
able customers, the company recently released Groupon Rewards. The program utilizes card-linked
technology to seamlessly reward customers for returning to participating merchants over and over
again. Jay Hoffmann joins us to share Groupon’s experience of building a rewards program from bot-
tom up, including challenges, key metrics, and reception to date by consumers and merchants alike.
Jay Hoffmann, GM Rewards – Groupon
11:05am – 11:50am EXPRESS: The Express Way to Enhanced CRM:
How Express is Transforming CRM with Advanced Analytics and Customer Engagement
Express’s new paradigm integrates data from all available customer touch points into a single reposi-
tory of truth. Customer-specific data are allowed to interact and interweave, permitting a more robust
view of how customers engage our brand, products, and the broader universe of fashion apparel.
Express is using this diverse array of data to craft personalized and relevant customer experiences.
Express.com browsing behavior is tracked to gauge level of brand interest, establish product-specific
purchase paths and serve dynamic content to site visitors; social media channels are being used to
promote new offerings, drive viral marketing efforts, and augment customer profiles; segmentation so-
lutions permit personalized and nuanced messaging as campaign targeting strategies simultaneously
leverage RFM, engagement and psychographic segmentations; predictive models are used to identify
purchase propensity, proactively counteract churn, re-engage lapsing customers, and maximize value.
The Express mobile app fosters further engagement by serving unique offers and ‘Perks’, and these
activities are tracked to help further craft personalized communications with Express shoppers.
Jim Thompson, Director of Customer Marketing – Express
Don Smith, Vice-President, Customer Insights & Innovation - Brierley+Partners

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11:50am – 12:35pm PICK N’ PAY: The Smart Shopper
Amanda and Steve have traveled across an ocean to show us the results of South Africa’s single big-
gest loyalty initiative – one year on. They will uncover learnings – both good and bad; along with how
they launched to market in just six weeks by maximizing a shiny new database of loyal customers…and
how the CRMC audience can also maximize the impact of true customer segments.
Steve Hoban, General Manager Smart Shopper – Pick n’ Pay South Africa
Amanda Cromhout, Founder – Truth
END CONCURRENT SESSION
12:35pm – 1:35pm LUNCHEON: Sponsored by Epsilon
1:35pm – 2:45pm ROUNDTABLE DISCUSSIONS Grand Ballroom AB, Grand Ballroom EF, & Columbus EF
See pages 7 and 8 for list of Roundtable Discussions
LOYALTY AND STRATEGY Grand AB
ANALYTICS AND IMPLEMENTATION Grand EF
SOCIAL AND MOBILE Columbus EF
*Exhibits open during roundtable discussions
2:45pm – 3:20pm EXTENDED REFRESHMENT BREAK & EXHIBITS: Sponsored by VMBC, Solution Zone
Take this opportunity to visit CRMC sponsors’ booths in the Solution Zone. Visit 20 of 30 booths and
be entered in a drawing to win an iPad 3, iPod, Kindle, gift certificates, and more!
*Must be present at closing of conference to win.
GENERAL SESSION Grand Ballroom
3:25pm – 4:10pm CHICO’S, GILT GROUPE, EBAY, & DAVID’S BRIDAL:
The Future of Shopping - Upcoming Trends and what’s New
Veronica Katz of eBay, Inc. will lead this panel to discuss upcoming trends in CRM, as well as what is
new in the world of POS, customer service, and mobile payments for both off-line and online retailers.
Barb Buettin, Director – CRM Enterprise Information Management – Chico’s FAS
Veronica Katz, CSA Head of Retail Marketing, Strategy & Alliances – eBay, Inc.
Lynne Leger, Vice President Strategic Partnerships – David’s Bridal
Alexandra W. Wilson, Co-founder – Gilt Groupe
4:10pm – 4:55pm WALGREENS: Building the largest loyalty program … that also builds customer loyalty
In September of 2012 Walgreens is launching an innovative customer loyalty program that is pro-
jected to become the largest retail program in the world. Entering a crowded market with over 2 billion
loyalty memberships, Walgreens was able to effectively combine deep customer insights and leading
technology to introduce a best-in-class loyalty program that truly rewards customers and enables
Walgreens customer strategy. Take Aways include How to design a best-in-class loyalty program by
listening to your customers; Leveraging of insights and technology to differentiate in a crowded loyalty
market; and Why a great loyalty strategy is part of a great company strategy.
Adam Holyk, Divisional Vice-President, Loyalty and Insights - Walgreen Co.
5:00pm – 6:30pm NETWORKING RECEPTION: Sponsored by Harte-Hanks
BOOK SIGNING: ALEXANDRA W. WILSON: By Invitation Only

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Day Three: THURSDAY, MAY 31
7:30am – 8:30am BREAKFAST: Sponsored by Aimia
GENERAL SESSION Grand Ballroom
8:35am – 9:20am SPORTS AUTHORITY: Creating a Relevant Connection to the 21st Century Consumer
Sports Authority has a rich history, dating back almost a century, of being an industry leader in providing
a wide assortment of quality, brand-name sporting goods. Sports Authority is creating a new and relevant
voice to its customer through the convergence of data warehousing, business intelligence, CRM and
loyalty marketing. Learn what Sports Authority is expecting from this exciting company-wide initiative, and
the steps that will help them reach their goals. Loyalty Lab will share how they are empowering Sports
Authority to deliver on their business goals and consistently exceed their consumers’ expectations.
Colleen Becker, Director of Customer Loyalty - Sports Authority
Joe Newsum, Senior Vice President of Marketing - Sports Authority
David Rosen, Senior Director, Loyalty Strategy - TIBCO Loyalty Lab
9:20am – 10:05am BASS PRO SHOPS: Casting a Social Strategy that Reels in Your Core Customer
As marketers, we must now change the question from “how do you do social” to “how to be social”?
It’s no longer enough to simply have a presence on social media. Brands must now be a part of the
conversation, and there’s no better way to do this than to have a brand that seamlessly incorporates
into consumers’ lives. Join this session to find out how social media can influence and augment your
customer retention efforts, and drive increased engagement with your brand. Learn from Sean Breck-
enridge, Director of Marketing, Customer Retention & Development at Bass Pro Shops, what mediums
and content have worked and which have missed at this hunting, fishing, and camping superstore.
Sean Breckenridge, Director of Marketing Customer Retention & Development - Bass Pro Shops
10:05am – 10:20am REFRESHMENT BREAK: Sponsored by VMBC
10:20am – 11:05am BEST BUY: Best Buy’s Reward Zone: From Evolution to Revolution
Since launching the Reward Zone loyalty program in July 2003, the program has grown to more than
40 million members and become part of Best Buy’s enterprise-wide customer centricity efforts. Dis-
cover how Best Buy has continually revised and updated the program to keep it fresh and relevant
to members. You’ll learn how Best Buy has harnessed the power of partnerships to offer members’
exclusive access, offers and private shopping events, how they launched and leveraged a RewardZone
MasterCard, how its Premiere Silver level was added to offer even more benefits to top tier members,
and how they are implementing social media and mobile marketing.
Bob Soukup, Senior Director of Loyalty – Best Buy
Dennis Armbruster, Managing Partner - LoyaltyOne Consulting
11:05am – 12:05pm SORAYA DARABI: Social Media: How to Make It Work for Retailers
In this back-to-basics speech, Soraya Darabi teaches retail businesses how to create
a social media strategy with an effective ROI of returned users, increased engagement
with your brand, increased sales opportunities, new demographics of purchasers and
an overall perception of brand innovation. In this address Soraya explains why it’s so
important to effectively leverage social media and organic marketing to increase the
potential of your retail platform. In the speech she lays out her 5 pillars for success in so-
cial media. She offers tips on how to leverage emerging mediums and up-and-coming
social networks to best enhance brand presence; maintain customer loyalty; reach a
new generation of fans, followers, and subscribers; and increase web traffic to your brand’s web page.
The goal of the speech is to help CRMC attendees learn what is most relevant in today’s digital workplace.
12:05pm – 12:20pm CLOSING REMARKS AND GIVEAWAY / ADJOURN
Soraya Darabi,
Digital Strategist &
Co-Founder –
Foodspotting

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Roundtables
LOYALTY & STRATEGY
1. 89Degrees: Turning Customer Contact Into Retail Success
Jeff Caplan, Partner and Vice President - 89Degrees
Jeff Pearson, Senior Vice President, Marketing - hhgregg
2. Acxiom: Measuring the Effectiveness of your CRM Solution
Gary Ostrager, Senior Strategist-Retail & CPG - Acxiom
3. Affinion Group: The Fifth Wall – Building a Brand that Extends To Your Customer’s Everyday Life
John Boccuzzi Jr., Senior Vice President & Rob DiPietro, Vice President - Affinion Group
4. Anchor Retail Solutions: Leveraging Powerful Marketing Solutions To Your Customer Base
Mark Schenker, President - Anchor Retail Solutions
5. BrainBranding: Are you targeting too specifically? BrainBranding can expand your market.
Ken Banks & Robyn Winters, authors of BrainBranding – Activate the Brain, Stimulate Your Brand.
6. Discover: Driving Retail Growth Through Partnerships
Sharon Burger, Manager - Rewards & Kelly McSwain, Manager, Rewards - Discover
7. Harte-Hanks: Connecting Customer Interactions and Behaviors Across Multiple Channels
Charles Noland, Senior Vice President - Marketing Analytics - Harte-Hanks
8. Infogroup Targeting Solutions: When Will Then be Now?…Soon. A Discussion on Recency, Time and Location
Christian Ward, Chief Data Officer - Infogroup
9. Kobie Marketing: The Best Technology to Drive Customer Engagement & Generate Measurable Results
Carlos Dunlap, Practice Director of Loyalty Consulting - Kobie Marketing
10. LoyaltyOne: Give me some attitude: What consumers say about loyalty leaders
Dennis Armbruster, Vice President Integrated Marketing - LoyaltyOne
11. LoyaltyOne: Q&A with Bryan Pearson, author of The Loyalty Leap – Turning Customer Information
Into Customer Intimacy
Bryan Pearson, President - LoyaltyOne
12. rDialogue: Multi-Dimensional Measurement for Loyalty
Phil Rubin, CEO & President – rDialogue
13. SHC Direct: Make Your POS Smarter: Extend Its capabilities for loyalty program operation
Mark Horbal, CIO, Senior Vice President Enterprise & Innovation - SHC Direct
14. Targetbase: Driving Incremental Sales
Brian Shedd, Vice President Business Development - Targetbase

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ANALYTICS & IMPLEMENTATION
1. Affinity Solutions: Accessing 3rd Party Data – What’s on you wish list?
Tom Tracy, Vice President Retail Strategy & Account Management - Affinity Solutions
2. Brierley + Partners: Achieving a Comprehensive View – Database Integration of Customer Engagement Points
Don Smith, Senior Vice President, Consumer Insights & Innovation - Brierley + Partners
3. Cartera: Engaging the Multi-Channel Consumer; Acquisition and Retention Strategies
Matt Martella, Director - Merchant Partnerships - Cartera
4. dunnhummbyUSA: Translating Big Data into Actionable Insights
Piyush Zaveri, Senior Vice President Consumer Markets & Marc Fischli, COO - dunnhumby
5. Epsilon: Loyalty, More than Discounts: Insight, Interaction and Engagement
John Bartold, Vice President, Loyalty Solutions - Epsilon
6. Experian Marketing Services: Using data and insights to build a customer-engagement framework
Daniel McCrillis - Experian Marketing Services
7. Lift361: Five Best Practices for Empowering Your Strategies With Data
Ed Higdon, President - Lift361
8. Metrics Marketing Group: Microsoft Tags vs. QR Codes – When and why for each
Amy Bamberger, Technology Integration Specialist - Metrics Marketing Group
9. Speedeon Data: Using Data Models to Maximize New Mover Program Results: A Comparative Analysis
Gerard Daher, President - Speedeon Data Corporation
10. Vertis Communications: New Movers – How focusing on this demographic drives sales and loyalty
Tim Hendricks, Senior Vice President Marketing Services - Vertis Communications
11. Wiland Direct: Data Driven CRM – Working with 3rd parties to drive In-Store & Direct revenues
Ellen Smolyar, Director, CRM - Crate & Barrel and Jerry Joyce, SVP New Business Development - Wiland Direct
SOCIAL & MOBILE
1. Aimia: How Digital is Forever Changing Loyalty Management – Using Audience Data to Drive Digital Decisions
Doug Rozen, Senior Vice President - Aimia
2. Epicor: Best Practices in Mobile Clienteling
Will Stephenson, CRM Solutions Consultant - Epicor
3. inStream: Your Mobile Strategy – mCommerce or Enhanced CRM?
Anand Raman, Vice President of Digital Programs - inStream
4. The Segerdahl Group: Going Viral. The Next Generation of Direct Mail
Don Farrell, National Accounts Director - The Segerdahl Group
5. Soundbite Communications: Mobile Databases and Consumer Behavior:
What They Say, What They Want and Knowing the Difference
Joe Dacey, Director of Mobile Sales
6. TIBCO Loyalty Lab: What marketers need to know - connecting Facebook to loyalty programs
David Rosen, Strategy, Analytics, & Consumer Insights & Graham Blankenbaker, Chief Technology Officer - TIBCO Loyalty Lab
7. VMBC: New Strategies for Using Location-based Technology to Build Sales and Brand Loyalty
Joe Cox, President & Mark D’Amico, Director of National Accounts - VMBC