인화전문 : 제 2003-086 호 2003. 05. 14수 신 : 수신처 사장참 조 : 관련 임원제 목 : 「 NCDM Summer 2003 」참가 & 해외 현지 세미나 실시 안내

현재는 CRM(Customer Relationship Management) 및 마케팅의 중요성을 일찍부터 인식 , 각사별로 자사에 적합한 전략과 과제를 설정하고 지속적인 경쟁우위 확보를 위해 각고의 노력을 경주해 오고 있습니다 . 그러나 한편으로는 참고할 만한 정보와 자료의 부족으로 적지 않은 어려움을 겪고 있는 것도 사실입니다 .

이에 저희 인화원은 각사 CRM/ 마케팅 역량 강화에 일조코자 다음과 같이 해외연수를실시합니다 . 세계 최대 규모의 CRM/ 마케팅 Conference 인「 NCDM(National Centers for Database Marketing) Summer 2003 」참가 및 해외 현지 세미나를 통해 선진 CRM 의 현황과 기업별 적용사례를 분석하고 자사의 현위치를 진단 , 평가해 볼 수 있는 좋은 계기가 되리라 생각합니다 .

특히 이번 연수는 단지 Conference 참가뿐 아니라 현지 및 국내의 전문가가 참가자를위해 준비한 2차례의 세미나와 Conference 당일 저녁의 Debriefing 시간을 운영 , 밀도있는 내용으로 편성하였습니다 . 아울러 철저한 사전 준비와 결과 공유를 통해 연수 효과를 극대화할 예정입니다 .

여러가지 일로 바쁘시겠지만 CRM 및 마케팅부문의 핵심인력이 본 연수에 참가할 수있도록 적극 독려해 주시면 감사하겠습니다 .

- 다 음 - 1. 참가목적 - 사업의 핵심인 Database Marketing/CRM 에 대한 최신 정보 습득 및 Trend 파악 - 업계 최고의 Marketing Program 과 귀사의 Marketing Program 의 비교를 통한 마케팅의 성공요인 (KSF) 파악 - LG 및 각사 사내전문가의 육성을 통한 Marketing Leadership 제고

2. 참가대상 - 현재 CRM 을 추진하고 있거나 향후 추진할 계획에 있는 각사의 관련 핵심인력 - 마케팅부문 간부사원 및 사원

3. 연수개요 - 일 정 : 2003 년 7 월 26 일 (土 ) ~ 8 월 3 일 (日 ) (8 박 9일 ) - 장 소 : Long Beach Convention Center. Long Beach, CA - 비 용 : 인당 450 만원 (참가비 포함 ) · 항공료 /숙박비 (2인 /1 실 )제외 (항공료 및 숙박비는 인당 250 만원 수준 , 추후 확정 ) · 식사 및 기타 개인 비용 제외

467-810 경기도 이천시 마장면 해월리 165 번지사서함 : 경기도 이천우체국 사서함 31 호 , 467-660( 대표 ) Fax : 031-630-6667 Tel : 031-630-6114( 직통 ) Fax : 031-630-6666 Tel : 031-630-6189

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4. 기타 - 참가신청은 5월 30 일 (금 )까지 별첨 6. 참가신청서를 작성하여 e-mail 이나 Fax.031-630- 6666 로 송부해 주시기 바랍니다 . - 기타 문의사항은 인화원 전문교육팀 김주원 차장 (Tel.031-630-6189,jwkim@lgacademy.com) 에게 연락주시기 바랍니다 .

별첨 1. 연수일정 2. Conference Schedule 3. Quick Takes Schedule 4. Sessions by Track 5. Coordinator & 강사약력 6. 참가신청서 “끝”

수신처 : 전 자매사

( 주 ) LG 경영개발원 / 인화원

이 문 호대표이사부 회 장

- 내 용

구 분 내 용 진 행 비 고

NCDM Conference& Exhibition

7 Tracks, 71 Sessions 으로 구성☞ www.ncdmsummer.com 참조

Session별 개별 참가

세미나 Ⅰ Total Debriefing about NCDM 박종규 대표

미국의 CRM 추세미국의 CRM 성공 /실패 사례 Review성공 요인 분석결론 및 토론

이상엽 Consultant세미나 Ⅱ

Pre-Meeting 사전 Orientation 박종규사장(Xsolution Consulting)

Follow-up Meeting

현업 적용 Idea 공유 박종규 대표

*Debriefing: 코디네이터 (박종규대표 , 이상엽 Consultant) 와 당일 Conference 내용 정리 및 Discussion

일정 : 7/28~ 7/30

일시 : 7/10 15:00~17:00장소 : 트윈 서관 2402호

일시 : 8/21 14:00~18:00장소 : 트윈 동관 3107호

결 필

7/31 13:00~18:00Hotel Seminar Room

8/1 13:00∼18:00Hotel Seminar Room

3

연 수 일 정

시 간일자 일 정 장 소 교통편

7/26(토 )- 인천국제공항 출발

16:00∼18:007/27(일 ) - Role & Responsibility W/S Hotel

08:00∼17:00

19:00∼20:307/28(월 )

- Conference 참가

- Debriefing

Long BeachConvention Ctr

Hotel

07:45∼16:30

19:00∼20:307/29(화 )

- Conference 참가

- Debriefing

Long BeachConvention Ctr

Hotel

17:00∼19:007/30(수 )

- Conference 참가

- Debriefing

Long BeachConvention Ctr

Hotel

∼12:0013:00∼18:007/31(목 )

- Break- Total Debriefing · 박종규 대표 /이상엽 컨설턴트

Hotel

∼12:00

13:00∼18:00

8/1(금 )

- Break

-Seminar:•미국의 CRM 추세•CRM 성공 / 실패 사례 Review•성공 요인 분석•결론 및 토론•강사 : 이상엽 컨설턴트

Hotel

13:30∼ 8/2(토 ) - LA 출발

∼17:008/3(일 ) - 인천공항 도착

07:45∼16:30

별첨 1.

* 서울 /LA 왕복 비행 일정은 추후 확정 예정임

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Monday, July 28, 2003 (Pre-Conference Intensives)

16:30 - 18:30

Opening Keynote Presentation

Continental BreakfastCore Competencies/Marketing Strategies/Systems and Technology.Networking LuncheonCore Competencies/Marketing Strategies/Management Challenges/Modeling and Analysis

Grand opening reception in the Exhibit Hall

08:00 - 08:30

08:30 - 11:15

11:30 - 12:30

12:45 - 15:15

15:30 - 16:30

Tuesday, July 29, 2003

Continental Breakfast

Core Competencies/B2B/CRM/Marketing Strategies

Keynote Presentation

Refreshment Break in the Exhibit Hall

07:45 - 08:30

08:00 - 09:15

09:30 - 10:30

10:30 - 11:15*Quick Takes(Core Competencies/B2B/CRM/Marketing Strategies/Management Challenges/Systems and Technology/Modeling and Analysis)Luncheon in the Exhibit HallCore Competencies/B2B/CRM/Marketing Strategies/Management Challenges/Systems and Technology/Modeling and AnalysisCRM/Marketing Strategies/Management Challenges/Systems and Technology/Modeling and AnalysisNetworking reception in the Exhibit Hall

11:15 - 12:45*

12:45 - 14:00

14:15 - 15:15

15:30 - 16:30

16:30 - 18:30

Wednesday, July 30, 2003

Exhibit Hall Open

Continental BreakfastCore Competencies/B2B/CRM/Marketing Strategies/Management Challenges/Systems and Technology/Modeling and Analysis

Refreshment Break in the Exhibit Hall

10:30 - 14:00

07:45 - 08:30

08:00 - 09:15

09:30 - 10:30

10:30 - 11:15

Keynote Presentation

Luncheon in the Exhibit Hall

*Quick Takes(Core Competencies/B2B/CRM/Marketing Strategies/Management Challenges/Systems and Technology/Modeling and Analysis)

B2B/Marketing Strategies/Systems and Technology/Modeling and Analysis

11:15 - 12:45*

12:45 - 14:00

14:15 - 15:15

15:30 - 16:30

Conference Schedule

Marketing Strategies/Systems and Technology/Modeling and Analysis

별첨 2.

5

Tuesday, July 29, 2003

Quick Takes Schedule

• Core Competencies

11:1511:15 Uncovering Opportunity and Increasing ROI with Customer-Centric Database Analysis

• Business-to Business

11:15 From Suspects to Sales: A Case Study in Business-to-Business Demand Generation

and Sales Lead Management

11:45 The Search for Valuable Small Business Customers: Linking Credit data to Marketing

Success

12:15 Leveraging the Web to Target Online Businesses Like Never Before

• Customer Relationship Management (CRM)

11:15 Servicing Customers Effectively Across Multiple Channels in Real Time

11:45 Cross-Selling and the One-Stop Customer Experience: A Case Study

• Marketing Strategies

11:15 Segmenting Your Customer Base for Greater Profits and Market Share: A Victoria’s

Secret Case Study

11:45 Combining Business Demographics and Econometric Segmentation to Build

relationships and Discover Market Potential

12:15 Uniting a Top Music Company’s Marketing Strategy: A Universal Music Group Case

Study

• Management Challenges

11:15 Privacy: Honesty if the Best Policy

11:45 Keeping Promises: How to Set and Meet Your Customer’s Expectations

12:15 Creativity in Analytics: The New Competitive Advantage

• Systems and Technology

11:15 Successfully Marrying Technology and Marketing: A Key Bank Case Study

11:45 Transforming Your Software RFP Process into a Decision-Enabling Tool

12:15 Selecting Business Intelligence Tools: An American Bar Association Case Study

별첨 3.

6

Wednesday, July 30, 2003

• Modeling and Analysis

11:15 From RFM to Nets and Back: Evolution of a Cataloger’s Mailing Model

11:45 A New Method of Data Mining for Catalog Response Models

12:15 Using Business Documents to Find, Reach and Keep Customers

• Core Competencies

11:15 What Every Marketer Should Know About Building Best Customer Models

• Customer Relationship Management (CRM)

11:15 How Nextel Overcame the Challenges of Online Customer Relationship Marketing in

a Multichannel Environment

11:45 Three Keys to Superior Marketplace Performance: Customer, Competitor and

Company Orientation

12:15 From concept to Concrete: The Birth of a CRM Practice in an International Resort

Corporation

• Marketing Strategies

11:15 How Innovative Marketing Strategies Can Support Customer Relationships and One-

to-One Marketing

11:45 How State-of-the-Art Search and Navigation Technology Unleashes Enterprise Data to

Drive Revenues

12:15 Direct Mail Campaigns: Outsourcing or In-House?

• Management Challenges

11:15 Turning Contacts into Customers: A BMW Case History

11:45 Sharing Architectures, Best Practices and Standards Across the Enterprise

12:15 Delivering Real-Time “Personalized” Recommendations to Automate 1:1 Relationships

• Modeling and Analysis

11:15 Linking What Customers Say to What They Do

11:45 A New Method for Maximizing Customer Lifetime Value

12:15 Ten Deadly Data Mining Errors and How to Avoid the Them

7

• The Power of Scoring and Segmentation of Business-to-Business Leads• From Suspects to Sales: A Case Study in Business-to-business Demand Generation and Sales Lead Management• The Search for Valuable Small Business Customers: Linking Credit data to Marketing Success• Leveraging the Web to Target Online Businesses Like Never Before• Tracking New Leads and Sales Revenue in a B-to-B Environment• Launching a Customer Loyalty Effort in a B-to-B Environment

Business to Business (B2B)

• Basics to Best Practices : Database Marketing to CRM-Part I• Basics to Best Practices : Database Marketing to CRM-Part II• Executing an Effective Single-model Selection Strategy for Complex Direct Mail Programs• Uncovering Opportunity and Increasing ROI with Customer-Centric Database Analysis• New Address Hygiene Tools from the USPS: DPV & DSF(2)• How to Design and Evaluate Database Marketing Tests• What Every Marketer Should Know About Building Best Customer Models

Core Competencies (CC)

Sessions by Track

• How-To’s for Bootstrapping Your Database to Achieve Double-Digit Response

• Servicing Customers Effectively Across Multiple Channels in Real Time

• Cross-Selling and the One-Stop Customer Experience: A Case Study

• Increase Revenue by Integration Web, Call Center and Print

• Enhanced Messaging for the integrated Direct Marketer

• Integration Marketing Knowledge and Service Functions: An AT&T Case Study

• Developing a Complete Customer Profile by Reconciling Online and Offline Customer Information

• How Nextel Overcame the Challenges of Online Customer Relationship Marketing in a

Multichannel Environment

• Three Keys to Superior Marketplace Performance: Customer, Competitor and Company Orientation

• From concept to Concrete: The Birth of a CRM Practice in an International Resort Corporation

Customer Relation Management (CRM)

별첨 4.

8

• Breakthrough Marketing: 14 Steps to Success and Double-Digit Response• Inside the Customer’s Mind: A Step-by-Step Framework for Building Profitable Customer

Relationships• How to Profit from Linking Your Database to the Web• Optimizing Customer Response: 10 Surefire Ways to Improve Your Direct Marketing Results• Segmenting Your Customer Base for Greater Profits and Market Share: A Victoria’s Secret

Case Study• Combining Business Demographics and Econometric Segmentation to Build relationships and

Discover Market Potential• Uniting a Top Music Company’s Marketing Strategy: A Universal Music Group Case Study• How to Compute Lifetime Value and Use it to Guide Your Marketing Strategy• Capturing the Customer’s True Voice Through Unstructured Data• How Catalogers Gain Greater Visibility Through Multiple Order Channels• How Innovative Marketing Strategies Can Support Customer Relationships and One-to-One

Marketing• How State-of-the-Art Search and Navigation Technology Unleashes Enterprise Data to Drive

Revenues• Direct Mail Campaigns: Outsourcing or In-House?• Today’s Hottest E-Mail Marketing Techniques• Building an Effective Multichannel Strategy for Retailers

Marketing Strategies (MS)

• Integrated Marketing” Blending E-Dialog (and Management Buy-In) into Your Sales Channels to

Improve Sales Productivity

• Privacy: Honesty if the Best Policy

• Keeping Promises: How to Set and Meet Your Customer’s Expectations

• Creativity in Analytics: The New Competitive Advantage

• Maximizing the Value of Vendors, Partners and Agencies

• Avoiding Advertising Pitfalls: Staying on the Gook Side of the Federal Trade Commission and

State Attorneys General

• The Costly Misunderstanding Between Sales and Marketing

Management Challenges (MGMT)

9

• Customer Data Integration – The Road to Customer Profitability

• Successfully Marrying Technology and Marketing: A Key Bank Case Study

• Transforming Your Software RFP Process into a Decision-Enabling Tool

• Selecting Business Intelligence Tools: An American Bar Association Case Study

• Innovations in Marketing Automation

• Beyond Data Capture: Leveraging Technology to Effectively Sustain Customer Loyalty

• Technology and the Modern Agency: How Software Builds Customer Loyalty

• Turning Contacts into Customers: A BMW Case History

• Sharing Architectures, Best Practices and Standards Across the Enterprise

• Delivering Real-Time “Personalized” Recommendations to Automate 1:1 Relationships

• Building Your Own Database (from One Who’s Done It…Several Times)

• Technology Best Practices for Marketing Productivity

• Intelligent Data Integration: The Key to Success for Data-Driven Initiatives

Systems / Technology (ST)

Modeling / Analysis (MA)

• A Primer on the Essentials of Modeling for Direct Marketers

• From RFM to Nets and Back: Evolution of a Cataloger’s Mailing Model

• A New Method of Data Mining for Catalog Response Models

• Using Business Documents to Find, Reach and Keep Customers

• New Data Mining Systems for Prospecting: The New York Times Experience

• Assessing Model Performance: Beyond the Gains Table

• A Fresh Look at Predictive Modeling: Modeling Hundreds of Campaigns Through a New

Mathematical Approach

• Linking What Customers Say to What They Do

• A New Method for Maximizing Customer Lifetime Value

• Ten Deadly Data Mining Errors and How to Avoid Them

• Moving Up from Traditional RFA: A Real-World Case Study

• How Database Modeling Takes the Guesswork Out of E-Marketing

10

■ 박종규 대표 - 학력 ㆍ고려대 통계학과 졸업 ㆍ한국외국어대 경영학 석사 - 경력 ㆍ한국 생산성본부 선임 컨설턴트 ㆍ한국 SAS 정보통신 사업부 ㆍ한국 오라클 기술본부 DW 팀 ㆍ㈜ ECMiner 부사장 ㆍ現 ) 엑설루션 컨설팅 대표 및 한국데이터베이스마케팅협회 학술담당이사- 참여 Project ㆍ삼성전자 , 삼성생명 , 삼성화재 , 동부화재 , 현대백화점 , 국제화재 , LG 패션 , Yes24 CRM 프로젝트 등 다수

■ 이상엽 컨설턴트- 학력 · New York University 박사학위中 Master of Science in Direct/Indirect MKTG - 경력 · KODMA-Database Marketing Agency in Korea · DaeBang Communications, Ad Agency · Benetton Korea – Marketing Team- 세미나 내용     1. 미국 CRM 의 트랜드      (1) 일반 동향      (2) 전략적 측면      (3) 기술적 측면     2. CRM 성공 및 실패 사례 Review      (1) The corporate customer value of Fleet Bank      (2) The continuity program of Gevalia     3. 성공 요인 분석 및 적용      (1) 성공 요인 1: Customer Equity 와 Customer Value      (2) 성공요인 2: Test, Test and Measure (3) 성공요인 3: Customer life cycle management (4) 기타 성공 요인 4. 결론 및 토론

Coordinator & 강사 약력별첨 5.

11

LG 인화원 (김주원 차장 : jwkim@lgacademy.com)

참 가 신 청 서

* 참가신청서는 작성후 E-mail 로 송부하여 주십시요 .

별첨 6.

성명국문

직위국문

영문 영문주민등록번호

여권 유 ( ), 무 ( ), 만기일 ( )

VISA 유 ( ), 무 ( ), 만기일 ( )

회사명국문

직위국문

영문 영문회사주소

국문영문

ZIP Code

Phone Tel) PCS)

Fax

e-mail

Conference

Session

Selection

7/28

(Mon)

08:30 11:15∼

12:45 15:15∼

7/29

(Tue)

08:00 09:15∼

11:15 12:45∼

14:15 15:15∼

15:30 16:30∼

7/30

(Wed)

08:00 09:15∼

11:15 12:45∼

14:15 15:15∼

15:30 16:30∼

숙소 Single ( ), Twin ( )

신용카드번호 법인 / 개인 :