BEGIN:VCALENDAR VERSION:1.0 BEGIN:VEVENT SUMMARY:Segmenting Your Way to Higher ROI DESCRIPTION;ENCODING=QUOTED-PRINTABLE:"Segmenting Your Way to Higher ROI" PDMA SoCal. Market segmentation is a powerful tool for focusing scarce resources, reducing risk and enjoying significantly above-average ROI, but unfortunately it is often done poorly. We will discuss: an approach to segmenting the market, common mistakes and pitfalls to avoid, and lessons learned – what worked, what didn’t and why. This program is designed to provide practical tools and tips, especially for those of you who are not satisfied with the return on your marketing and product development expenditures. PDMA Socal. See http://www.pdmasocal.org DTSTART:20060516T180000 DTEND:20060516T190000 END:VEVENT END:VCALENDAR