DIGITAL digest

Becoming a marketing services provider (MSP), issues with personalized URLs (PURLs), database concerns and much more were covered in the four keynotes addresses and nearly 40 sessions.

Data-driven marketing presents multiple challenges, pointed out Jack Neary, manager of IT strategy and design at Communicorp, a subsidiary of Aflac Inc., based in Columbus, GA. Names in databases are often entered in all caps, for example, but doing a simple conversion will result in MCMAHON becoming Mcmahon and the piece loses it personal touch, he offered as an example.