At the 2002 International Direct Marketing Association Annual Conference in October, 2002, Carolyn's presentation on "Using Data Intelligently to Drive The Loyalty Process:  A Universal Case Study" drew record crowds, and her presentation was rated one of  the top 5 "best sessions" in the Database Marketing track. 

An eye-opening review of the processes and procedures necessary to create a tightly integrated loyalty program, this case study examines the methodologies utilized to build a marketing database for Universal Studios Hollywood.  It then discusses the analytical methods used to identify their best customers.   Carolyn examines the strategies utilized in the direct mail, email and newsletter efforts that were designed to increase retention and improve renewals among annual passholders. 

This refreshingly informative case study included a sample of the creative executions designed and executed by some of the partners of Goodman Marketing Partners for Universal Studios Hollywood. You can contact Carolyn for a copy of her Powerpoint presentation.