Data & Direct Marketing Committee

The Data & Direct Marketing Committee is for members who need to learn the latest best practices and techniques in the data-driven direct marketing space for both offline and online customer acquisition, retention and loyalty programs. This committee is channel agnostic and provides brands and service providers with a forum to discuss optimizing strategic and tactical B2C and B2B interactions using all direct media methods including direct mail, print & QR codes, PURLs, catalogs, email, mobile, SMS, CTV and new emerging platforms by leveraging data for effective personalization and the best customer experience. Addressable media, first party and quality data sourcing, incremental attribution measurement and response rates will be discussed, as well as case studies on how brands have leveraged data and direct marketing as an integral part of their integrated marketing strategy and drive overall growth. Member-driven, co-chairs and an executive council advise and discuss programming and topics for the committee at large.

The Postal Advisory Council is a platform for members to address current issues concerning the USPS, Postal Regulatory Council (PRC) and other key industry challenges including but not limited to direct mail postal rates, postal operations, national and state consumer privacy regulations and legislation, data quality standards, appropriate data collecting technologies and participation in other evolving marketing industry standards. Updates and alerts are communicated to the Data & Direct Marketing Committee and the Postal Advisory Council may also solicit input from the committee on various issues and actions affecting the industry.

• Co-Chair: Charles P. Rogers, Senior Manager, Customer DM Execution - UMECS, American Express
• Co-Chair: Lauren Ackerman, Vice President, Client Strategy, J.SCHMID

Contact the ANA staff managing the Data & Direct Marketing Committee:

• Lisa Merizio Smith, Director
• Caroline Lynch, Coordinator

Discussion Topics:

The Data & Direct Marketing Committee is open to all client-side marketer and solutions provider members.

Request to Join

Resources

• ANA Response Rate Report 2023
• Privacy Updates from ANA's Government Relations Team
• DMAChoice - Consumer & Business Services
  Save money, reduce waste, improve data quality, and listen to consumer preferences.
• USPS Industry Alerts and Notices
• Mailers' Technical Advisory Committee (MTAC)
• The USPS Advanced Marketing Certificate Program
• Center for Ethical Marketing

Thought Leadership

• From Data to Insight: The Outlook for Marketing Analytics (April 2023)
  Presented by Winterberry Group and the ANA, this whitepaper's purpose is to better define the present and future state of marketing analytics. In the process of developing this paper, Winterberry Group surveyed more than 200 marketers from both the U.S. and Europe and conducted in-depth interviews with more than two dozen analytics agency and vendor executives.
• ANA Response Rate Report - Performance and Cost Metrics Across Direct Media (2023) 
  This survey asks for data about the performance and cost of email, direct mail, paid search, digital display, social media, SMS messaging and emerging channels like CTV. Each year, this survey is deployed to marketers, suppliers and agencies and all responses are held confidential and compiled in the aggregate. These objective results are useful for benchmarking your direct marketing efforts.