Using Customer Segmentation to Drive Creative Strategy
Bill Schneider and Sandra Gudat
Using customer segmentation to drive creative strategy is the basis for this webinar. Bill and Sandra show you how your left brain and your right brain work with relationship to CRM. They also explain why you need to put a face on your customers and share the tools necessary to do so. They also share the creative process for effective personalization by using case studies of companies using segmentation to drive creative strategy.
President & CEO
Customer Communications Group, Inc.
In a career that spans through three decades, Sandra Gudat is considered a pioneer in the field of relationship marketing. As president and CEO of Customer Communications Group, Inc. (CCG), she has helped define the field of CRM which recognizes the importance of existing customers by seeking ways to increase customer loyalty.
Sandra has been instrumental in building CCG’s Fortune 1000 client base which has included such notable clients as: First USA, General Motors, IBM, JD Edwards, Nordstrom, Pier 1 Imports, Tommy Hilfiger and Wells Fargo. CCG’s award-winning programs have produced outstanding results which have had a significant impact on CCG’s clients’ bottom lines. Her results-driven attitude is reflected in CCG’s proven ability to combine the strategies and tactics to create programs that work in the real world to drive sales and profits.
Sandra has been a featured speaker at national marketing conferences, including the Direct Marketing Association’s Annual Conference, National Center for Database Marketing Conference, Direct Marketing Days New York and the Retail Advertising and Marketing Association’s Retail Advertising Conference. She also consults and leads seminars with private businesses on the creation and implementation of database marketing programs.
Sandra is an active member of national marketing organizations including the American Bankers Association (ABA), the Direct Marketing Association (DMA) and the Retail Advertising & Marketing Association (RAMA).
Senior Vice President, IntelliStats Analytic Solutions
Customer Communications Group, Inc.
Bill is senior vice president at Customer Communications Group, Inc. (CCG) where he leads the company’s consumer research and analytical solutions. Bill’s responsibilities include development and management of market research, customer segmentation, predictive modeling, data enhancement and market information products to support target marketing strategies. His expertise encompasses a wide range of disciplines including survey research, multivariate data analysis and market segmentation.
Prior to joining CCG, Bill was principal founder of IntelliStats, Inc., a database marketing and statistical consulting firm. He has also served as director of research for The Leisure Trends Group, suppliers of market data to the leisure, recreation, and sports industries and director of consumer research and product development at National Demographics & Lifestyles (NDL).
Bill has presented research and analytical findings to numerous groups and organizations including the Direct Marketing Educational Foundation, the American Advertising Federation, the Public Relations Society of America, the American Graduate School of International Management and the Cable Television Administration and Marketing Society. He has also represented companies as an expert witness in the field of demography.
Bill is a graduate of the University of Vermont and holds a B.S. in Applied Mathematics and Statistics. He also completed further graduate work in Statistics at Colorado State University.