3rd Annual Omnichannel Data and Direct Marketing Conference in Partnership with the National Postal Forum (In-Person)

Marketing teams face a myriad of challenges when it comes to executing their data strategies. From linking multiple touchpoints across products and brands, breaking down data barriers, integrating various tech solutions, to ensuring data privacy and security, the hurdles are vast. Additionally, the rise of AI presents a new frontier for marketers to navigate. In today's ever-evolving advertising landscape, optimizing marketing spend across multiple channels has become critical. With so many ways to reach consumers and continuous innovations, what is the best approach to achieve the greatest business impact?

ANA’s 3rd Annual Omnichannel Data and Direct Marketing Conference in partnership with the National Postal Forum, aims to tackle these pressing issues head-on. Attendees will gain valuable insights from industry experts on successful multichannel marketing strategies, hear real-world success stories, and explore what's next in the marketing world. Whether through digital or traditional channels, or in-store experiences, this event will emphasize how all customer touchpoints must be driven by data, creativity, and seamless integration across the entire marketing journey.

Bonus: This event is open to non-members. Conference registration includes free access to the National Postal Forum exhibits, keynotes, and receptions. For more details about the National Postal Forum, visit www.npf.org.

when

Start: Tuesday, April 29, 2025 at 9:00am

End: Tuesday, April 29, 2025 at 3:00pm

WHERE

Gaylord Opryland Convention Center
Room: Governors AE
2800 Opryland Dr
Nashville, TN 37214

To register for the National Postal Forum, please click here. If you have attended the National Postal Forum in the past, enter your log-in and password. If you have not, please click Register Now and fill out your information which creates your ‘profile’. While still on your profile page, click on “Would you like to register for the 2025 National Postal Forum?” Select a TUESDAY ONLY registration. On the discount page, type in ANA25 in the space and then click APPLY. A checked box should appear. If you’d like a hotel reservation, click ‘Yes’ for hotel, select your arrival/departure dates and select a hotel. On the payment page, your balance for the event should be zero but you must enter a credit card in the space that says Credit Card for Hotel Reservation. You will not be charged in advance for your hotel stay. Complete the registration. Email Judy Clear at jclear@npf.org if you need any help.

Registration Pricing

	Client-Side Tier	Platinum Tier	Gold Tier	Silver Tier	Nonmember
Registration
Registration	Client-Side Tier $0	Platinum Tier $0	Gold Tier $0	Silver Tier $0	Nonmember $0

For issues processing your registration or to ask further questions about this event, please contact registration@ana.net

Agenda

TIME	EVENT DETAILS	LOCATION
Tuesday, April 29, 2025
8:15am - 9:15am	BREAKFAST & REGISTRATION
9:30am - 9:45am	WELCOME & OPENING REMARKS Tina Jordan Vice President ANA
9:45am - 11:00am	USPS OPENING KEYNOTE: DIRECT MAIL IN A DIGITAL WORLD Hear from Chris Karpenko, Senior Director of Product Management and a panel of marketing and technology experts as they share the newest innovations in direct mail. Learn how the Postal Service and marketing industry is leveraging technology to encourage and develop mail integrated marketing campaigns that drive business performance. Find out how the linkage of physical mail with electronic communication can add significant value as they examine the modern-day marketing campaign ecosystem across the entire supply chain. The panel of industry experts will share their strategies, innovations and solutions that they are using to shape the future of digital and physical mail. Chris Karpenko Senior Director, Product Management United States Postal Service
11:00am - 11:35am	SESSION TBA Speaker TBA
11:35am - 12:10pm	DATA IS THE HERO OF WELLS FARGO’S BEST MESSAGE Erin McFarland, Head of Channel Strategy & Revenue Optimization at Wells Fargo, will share how her team took their customer decision engine strategies from basic to industry-leading in under 18 months, leveraging data to create double digit growth. With a focus on delivering more relevant content to over 30 million customers, Wells Fargo has built a sophisticated portfolio of data-driven analytics solutions that now guide every step in determining next best message to customers. From harnessing rich customer data to power robust propensity models to gaining insights into competing campaigns and simulating the effects of new strategic optimizations, analytics form the foundation of the team’s approach. Join us to explore the measurement strategies that inform the ‘brain’ behind customer messaging. Discover how data is the key to unlocking increased engagement and drive growth. Erin McFarland Executive Vice President, Marketing Channel Strategy & Revenue Optimization Wells Fargo Jeffrey Rothbard SVP, Head of Audience & Decisioning Strategy Wells Fargo
12:10pm - 12:50pm	HOW RETAIL DATA POWERS MORE EFFECTIVE MARKETING With a primarily rural footprint, Dollar General and its retail media network, DGMN, give advertisers the ability to reach the hard to reach consumer. Join DGMN Director of Insights, Sean Dwyer, as he shares the benefits of closed-loop measurement and incrementality in evaluating media effectiveness. Sean will share how retail media can expand beyond digital properties and into the physical stores, and the ability to launch highly targeted campaigns that leverage retailer first-person data. Sean Dwyer Director of Retail Media Measurement Dollar General
12:50pm - 1:50pm	LUNCH
1:50pm - 2:25pm	SOLITUDE AND SECLUSION OF DATA People have spoken and they want some peace and quiet (as well as a sense of security) when it comes to marketers using their data. New legislation, compliance rules, plus new technology have turned controlled data lakes into indefinite data oceans. Marketing and campaign segmentation as well as data analytics went from seeing small waves of interruptions to what now looks like a tsunami of incoming changes around data privacy. Everyone is looking for new solutions in both how they manage and use internal and external data. In the nonprofit sector, some alternatives to how data is applied to individual constituents and beyond has taken place. New data capture algorithms using speech, image, and text analytics has created some unique backdoors. Matt Ryan Senior Director – Donor Experience Operations & Analytics St. Jude’s Children’s Research Hospital – ALSAC
2:25pm - 3:00pm	DIRECT MAIL IN THE DIGITAL AGE: THE VALUE OF TANGIBLE MEDIA WITH EVERGREEN ROI Direct Mail is an effective way to communicate with consumers. Why? Because mail helps brands stand out and build trust. Did you know…..while the average household receives just two piece of mail per day that same house is hit with 157 daily emails? (!) In an age of increased phishing emails, large scale hacking incidents and oversaturated ads, direct mail provides a breath of fresh air. Sappi will discuss the real word ideas, strategies and innovations that improve the chances for success with direct mail, and drive customers to keep coming back. Takeaways include: Using technology to create relevant and direct mail that gets opened Leveraging paper and sensory effects to build trust and top of mind recognition Creating a seamless print-to-mobile connection. Trish Witkowski Direct Mail Consultant Sappi North America

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.