Data & Direct Marketing

ANA DATA & DIRECT MARKETING COMMITTEE MEETING
November 20, 2024 from 10:00AM ET – 12:30 PM ET (Virtual Only)

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

II. HOW AI-POWERED DATA IS TRANSFORMING THE FUTURE OF DIRECT MARKETING (10:15-10:45AM ET)

Do you really know who your customers and prospects are? AI has allowed brands to get a richer and more complete understanding of consumers more efficiently in a data-first environment. Now is the time to tap into the transformative potential of AI to deepen your understanding of consumers and catapult growth. Join Resonate to learn how AI is transforming the future of direct marketing.

Speaker:
Ericka Podesta McCoy, Chief Marketing Officer, Resonate

III. A PICTURE IS WORTH INFINITE WORDS: ANA'S DATA VISUALIZATION PLAYBOOK (10:45-11:15AM ET)

The greatest value of a picture is when it forces us to notice what we never expected to see.” John Tukey, 1977.  Why Use Visualizations? About half of the people in the world learn best through visual means. This means that numbers from an analysis project will likely not mean anything to half the population — they will not understand the message or the insight. Data visualization means showing data and information in a visual way, using charts, graphs, maps, and other visual elements to represent data. Visualizing data can make it easier to comprehend and digest the narrative being shared or the point to be made. These new visuals can be used for many purposes, such as creating new data products or convincing management that the money the organization spends on marketing is worth it. By mastering data visualization, the marketing and data ecosystem can use data to its fullest potential, guiding decisions and strategies.

Speaker:
David Fogarty, Senior Vice President, Data Excellence & Privacy Practice, ANA

IV. DELIVERING PERFORMANCE 2024 | CHARTING THE FUTURE OF DIRECT MAIL IN AN OMNICHANNEL WORLD (11:15-11:45AM ET)

Brands in the U.S. will spend nearly $40 billion to support their direct mail marketing efforts this year. But with marketers facing intense pressure to generate higher returns from every dollar of investment—and substantiate the return on that spending relative to a wide range of other performance-oriented channels—where will those dollars head from here? How should brands be orchestrating an ideal role for direct mail in that “omnichannel” mix? And what innovations are leading them to generate new kinds of value from the mail channel? Winterberry Group’s Jonathan Margulies will address those questions and others while he previews the findings of Winterberry’s soon-to-be-released research report, Delivering Performance 2024.

Speaker:
Jonathan Margulies, Managing Partner, Winterberry Group

V. NEW DISCLOSURE REQUIRED FOR CERTAIN MAIL IN TWO STATES: BRIEF UPDATE (11:45-12:15PM ET)

As states are increasingly scrutinizing consumer issues with direct mail, two states (IL, CA) have passed laws that require a disclosure on the mail piece. The latest is California which acted on a bill requiring outer envelope statements for financial mail this past summer. The new rule will be in effect in January 2025. Join us for a brief update in the new law and weigh in with your questions and concerns!

Speakers:
Travis Frazier, ANA, Senior Manager, Government Relations
Senny Boone, ANA SVP Center for Ethical Marketing

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