Data & Direct Marketing

ANA DATA & DIRECT MARKETING COMMITTEE MEETING
February 27, 2025 from 10:00AM ET – 12:30 PM ET (Virtual Only)

I. WELCOME & INTRODUCTIONS (10:00AM-10:15AM ET)

II. WHISKEY, TEQUILA AND DATA: PERNOD RICARD’S RECIPE FOR AI-DRIVEN SUCCESS (10:15-10:45AM ET)

The alcohol industry, governed by over 4,000 regulations and a complex three-tier distribution system, faces unique challenges and opportunities. Join Jonathon Kostranchuk, Director of Key Digital Program Deployment at Pernod Ricard, as he explores how the world’s second-largest spirits and wine company is transforming its business with advanced analytics and AI. Drawing from his global experience with HQ teams in Paris and leading transformations across markets such as the USA, Canada, Mexico, Brazil, and South Africa, Jonathon will discuss how Pernod Ricard navigates these complexities and adapts to evolving consumer behaviors,  altered and accelerated by post-COVID norms. Discover how AI-driven initiatives for Jameson, Absolut, and other brands are setting new standards in marketing effectiveness, revenue growth management, sales efficiency, and consumer insights. Learn from Pernod Ricard’s journey, including both successes and challenges, and see why the company was ranked among the top firms globally and as the top French firm in the 2024 Data and AI Human Capital Report, and featured as a Harvard Business School case study.

Speaker: Jonathon Kostranchuk, Director, Key Digital Program Deployment, Pernod Ricard

III. WHERE IS WALDO GOING TO BE NEXT? A CONVERSATION ABOUT THE EVOLUTION OF FIRST-PARTY DATA AND FINDING THE 'RIGHT' CONSUMER (10:45-11:15AM ET)

In a rapidly evolving digital landscape, marketers are faced with an ongoing challenge: how do we continuously identify, understand, and connect with the "right" consumer in an increasingly fragmented world? Much like searching for Waldo in a sea of distractions, finding the “right” consumer requires a strategy that leverages the power of first-party data. But what does the future hold for this critical resource? Join us for an engaging discussion as we explore how first-party data is evolving in today’s consumer-driven ecosystem. We’ll dive into the latest trends, challenges, and opportunities in using first-party data to not only locate but truly understand your audience. We’ll examine the tools and techniques that can help brands navigate the complexities of consumer behavior and enhance their personalization efforts. Get ready for a conversation that will help discover new approaches to building a more direct, meaningful relationship with your consumers—just like finding Waldo in a crowd, but with a lot more insight and strategy involved.

Speaker: Ashley Burrella, Vice President, Strategy and Insights, Legoland Parks and Resorts

IV. SESSION 3 (11:15-11:45AM ET)

V. SESSION 4 (11:45-12:15PM ET)

VI. CLOSING REMARKS (12:15PM-12:30PM ET)