The customer relationship marketing (CRM) firm, Merkle (www.merkle.com), which is the nation’s largest privately-held agency, announces that Ozgur Dogan, vice president and general manager of the company’s data solutions group, will speak  at the 2011 Direct Marketing Association (DMA) Conference & Exhibition.

Dogan’s session, entitled Driving Results through Strategic Data Sourcing and Optimization is a part of the Data, Measurement and Attribution track. At the center of the presentation is a case study, delivered in tandem with Trish Mathe, vice president, database marketing for Life Line Screening. This informative session, which takes place on Wednesday, October 5^th from 8:45 to 9:45 will explore a data-agnostic, analytics-based approach to data sourcing.  Key learning points will include:

• How to achieve positive ROI through an analytical, agnostic approach to sourcing.
• Performing response attribution via unbiased processes, to improve performance and drive cost savings.
• Analytical measurement of various data sources, based on their predictive, descriptive and universe value.
• Innovation in areas such as digital data integration and international data sourcing.

“Every DMA event is a great opportunity to showcase innovations in the direct and interactive marketing industry,” said Craig Dempster, Merkle’s executive vice president and chief marketing officer. “But this year is particularly exciting for Merkle, as we look forward to sharing the advancements we have made over the past year in the areas of data, technology, and most noteworthy, digital marketing capabilities.”

Merkle’s exhibition at DMA2011 is centered around building customer strategy as a business strategy. The company is set to showcase its CRM agency capabilities in the areas of strategic consulting; analytically-driven database management; creative & communications; and digital marketing services.  In addition to the informative data sourcing strategy session, attendees will have the opportunity to consult one-on-one with Merkle thought leaders from a number of disciplines, during Merkle’s “Meet the Experts” sessions. For a full list of available experts and to register for an individual appointment, email [email protected].