IDC Conference Equips B-to-B Marketers With Best Practices to Measure Marketing Performance

FRAMINGHAM, MA – October 21, 2004 – Today's working environment for marketers is one of high accountability, with significant pressure to verify the return on the marketing investment. However, the ROI of marketing is difficult to measure. And difficulty in measurement leads to difficulty in justification. The IDC Marketing Performance Measurement Summit for Business-to-Business Marketers, to be held January 19, 2005, at the Embassy Suites Hotel in New York City, will provide forum attendees with best practices for deciding what to measure, adopting appropriate metrics, and conducting measurement and reporting to demonstrate value and justify budgets.

This one-day interactive forum will open with a welcome from Richard Vancil, vice president of IDC's CMO Advisory Service, followed by panel and roundtable discussions, along with best practice and case study presentations, featuring executives from Avaya, BAX Global Inc., BearingPoint, Biz360, Centra Software, Inc., CIGNA Corp., CMO Magazine, IDC CMO Advisory Service, ITSMA, Siemens Medical Solutions, Tektronix Inc., Vonage, and Wipro Technologies.

Forum attendees will benefit from an audience-driven agenda that provides real world approaches for decision-making at a time when every dollar allocated to marketing is scrutinized. Topics to be addressed include:

— Proven Approaches in Defending Strategic Marketing Investments

— Responding to the Expectations of Finance

— Developing the Right Metrics for Budgeting and Planning

— Measuring Centralized Marketing ROI

— Measuring Communications Performance and Impact on Reputation and Revenue

— Converting Marketing Strategy into Operational Excellence

— Guidance for Conducting Measurement

Sponsors and partners include Biz360, Business Marketing Association (BMA), CMO Magazine, CPRi, and the Information Technology Services Marketing Association (ITSMA).

For more information or to register for this new conference, please visit http://www.idc.com/mpm05.

To learn about conference sponsorship opportunities, please contact Mary Connell by phone at 508-935-4587 or by email at mconnell@idc.com.

About IDC

IDC is the premier global market intelligence and advisory firm in the information technology and telecommunications industries. We analyze and predict technology trends so that our clients can make strategic, fact-based decisions on IT purchases and business strategy. Over 700 IDC analysts in 50 countries provide local expertise and insights on technology markets. Business executives and IT managers have relied for 40 years on our advice to make decisions that contribute to the success of their organizations.

IDC is a division of IDG, the world's leading technology media, research, and events company. Additional information can be found at www.idc.com

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