Data Mining in Support of Relationship Marketing

Data mining should be used to assist in solving strategic marketing issues, not just improving tactical programs. This talk will focus on the strategic framework for data mining-a perspective that both Marketing and IT need to understand.

Data mining seems to be on everyone’s radar screen these days- including, most importantly, CEO’s and CIO’s. Yet, most senior executives still don’t fully understand the key issues behind the importance of data mining. And these issues are at their heart strategic, not tactical. The really good data mining being done these days is delivering tremendous results not because of new, whiz-bang algorithms (genetic tuning of neural nets, for example) but because it is being done in a framework-a strategic framework-by statistician-analysts who have the perspective and executive-level understanding of the key marketing issues data mining can help to solve. And these analysts are being directed ultimately by CEO’s, CIO’s and SVP’s of Marketing who themselves have a strong conceptual understanding of the techniques and methodologies of data mining. This talk will focus on this strategic framework which should be required understanding for people in IT.

Danny Legault¬†eclectic background and experience includes successful careers in the Canadian military, the travel business and the software industry. After being called to the Bar in both Ontario and New York, Dan chose to join the Air Force and become a search and rescue pilot. In 1989, he joined highly regarded tour company, Butterfield & Robinson and was its Managing Director and then President from 1990-93. While at B & R, Dan pioneered the use of high-end database marketing techniques for the travel industry. He then bought half of Terren Corporation, a custom software developer of travel marketing and reservation systems, and grew the business from 5 to 24 people. In 1997, he sold his share of Terren and founded Opal Sky. Dan has a Bachelor of Law degree from Queen’s University and is a member of the Law Society of Upper Canada and of the New York State Bar.

Opal Sky is a Toronto-based company focused on helping its clients develop and implement relationship marketing. Its people bring a unique blend of expertise and experience in marketing strategy, marketing analysis and information systems to clients. Opal Sky aims to develop relationships with clients, understand their business (and data) well, and use their analytic, management and creative skills to add significant value to their marketing efforts.

Contact Details

Daniel M Legault
Opal Sky Incorporated
672 Dupont Street, Suite 400
Toronto, ON M6G 1Z6

416-536-3322 x 21
fax: 536-3323


Dec 09 1998


8:30 am - 11:00 am


DAYS INN, 30 Carlton St.

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