The customer relationship marketing (CRM) firm, Merkle (www.merkle.com), which is the nation’s largest privately-held agency, announces that Bruce Hershey, director of mobile strategy, and Carolyn Eckhaus, mobile analytics lead, will speak at the 2011 Mobile Marketing Association (MMA) Forum Los Angeles, being held November 16^th and 17, 2011.

Hershey is a guest speaker for the “Fundamentals of Mobile Marketing Success” workshop on Wednesday, November 16th, which gives key strategies for regional and global mobile marketing success. He will highlight the 4-pillar approach to mobile marketing success: an overarching mobile strategy, integrated media and channels, phased tactical implementation and integration with the overall CRM strategy. In a second session on Thursday, November 17th, Hershey will be a panelist for an “Ask the Experts” assembly, featuring several case studies including a successful mobile CRM program for K&G Fashion Superstore, The Men’s Wearhouse, presented in tandem with the clothing retailer’s senior vice president of marketing, Matt Stringer.

Eckhaus will be the moderator for a panel discussion on Thursday, November 17th entitled “The Database Takes Center Stage: Strategies for Building Mobile Databases that Seamlessly Link with Online and Offline Marketing.” The session will focus on building and maintaining a mobile database that is integrated with the traditional database strategy by also incorporating the latest capabilities such as SMS, MMS, long codes, IP alerts and more.

In addition to the speaking activities, Merkle is sponsoring the pre-conference cocktail reception on Wednesday, November 16th, themed “Ingredients to the Perfect Mobile Cocktail: the Merkle Mobile IQ.”  One of the focal points of Merkle’s participation at MMA Forum Los Angeles is its proprietary Mobile IQ, which is a diagnostic test designed to allow clients to quickly assess their mobile marketing strategies. The three- to four-minute test is taken via mobile phone and asks questions that gauge competence based on the 4 pillars of mobile CRM. The results also include a relative Mobile IQ, which provides a comparison against other leading brands in the same sector.

“We are very excited to have Merkle and its clients take leadership roles at the MMA Forum Los Angeles,” said Michael J. Becker, managing director, North America for the Mobile Marketing Association. “As a thought leader in this space, Merkle brings a connected CRM and multi-channel approach that represents the direction many marketers are taking with their mobile strategies, and their participation underscores what makes the Forum an essential event for the industry; the opportunity of the year to meet your fellow industry leaders and learn from each other’s most innovative and effective practices.”

Chris Wayman, Merkle’s vice president of digital development, said “We are delighted to sponsor and participate in the L.A. Forum of the Mobile Marketing Association. The MMA event is the ideal arena for engaging brands in meaningful discussions about mobile CRM. Mobile is a critically important component of a successful CRM strategy because it is the foundation of permission-based marketing and database list-building, which enables meaningful and profitable long-term relationships with consumers.”