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Michael Peterman Michael has a 15 year history in successfully launching direct marketing start ups. Most recently he assumed the role of Senior Vice President of VeraData, an integrated marketing firm. Prior to that he was a Partner at AccuData, a top direct and integrated marketing corporation. In his role at AccuData, Michael managed a senior team of over 150 data experts who consult and advised direct marketing professionals on data and related solutions for their clients’ marketing initiatives. He was responsible for the acquisition, growth and development of major accounts such as Starwood, John Deere, Hyatt, AOL and Sprint. AccuData was recognized for 3 years as an Inc. 500 fastest growing private company. Michael attended the University of Colorado earning a BBA and attended classes at Harvard Business School in entrepreneurism. He is a regular speaker at various DM events, has authored many DM articles from technology to analytics and is a member of ARDA, PODi and co-founded DMA’s Travel and Hospitality Council. Michael has met Google's requirements to attain recognition as a Qualified Google Advertising Professional.
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David H Page David has worked in Radio management and marketing for over 15 years. He was formerly General Manager of New York ’s first Children's Broadcasting Radio station, VP Business Development at Katz Media and a marketing consultant to public station WNYC in New York. His interest is creating innovative ways for radio listeners to connect with marketers.
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Company Background:
The greatest asset of any business is its customer data. Deep knowledge of who that customer is, where they live and how they live is essential for succeeding in today’s competitive business environment. Same holds true for Radio stations.
The consumer database of a Radio station may lie in a cardboard ballot box under the promotion co-coordinator's desk. Good information exists; it’s just not being utilized.
Data about all of us is shared with marketers regularly by credit bureaus, banks, newspapers, and magazines. Financial institutions, travel companies and countless other direct marketers use this data everyday to market certain “personalized” offers to consumers via this data.
It’s time now Radio Stations consider getting into the “direct marketing business" by first discovering what’s actually in their consumer databases and then using that information for programming and sales purposes.
Listener Direct is a marketing consultancy that assists Radio managers in discovering, growing and monetizing their stations’ consumer databases.
Listener Direct is partnered with Experian™, a global leader in providing information, analytical and marketing services to organizations and consumers. It maintains demographic information on approximately 215 million consumers, segmented to offer deep insight into the behaviors and preferences of these consumers.