The DMAi convention 2012 was held at The Leela, Mumbai from August 1 to 4, with Direxions sponsoring the loyalty track. This 4-day convention shed light on exploring the latest in social media, digital marketing trends and how to plan direct marketing strategies. Rajat and Sandeep were speakers at the event.

Sandeep Mittal talked about the real power of data-driven customer insights and targeted communication. The session focused on analytical methods at various stages of Direct and CRM / Loyalty Marketing programs and how they all add up to building a case for more marketing money being spent on Direct/ CRM. The session was largely case study driven, with Indian cases.

Rajat, through his collective experience of developing some of India's most powerful loyalty programs, shared ten key mantras for a pre-emptive retention strategy, in the current scenario. Rajat's talk debated on the concept of loyalty being a strong Indian virtue and whether this concept is relevant today.