2nd Annual Omnichannel Data and Direct Marketing Conference with National Postal Forum (In-Person)

This event is over.

To successfully execute their company's marketing data strategy, companies are faced with a long list of challenges. Whether it's attributing multi-channel touch points across products and brands, breaking down data silos, integrating tech stacks, building effective and secure data sets, or navigating the brave new world of AI, there's a lot to keep today's marketers awake at night. In today’s rapidly changing advertising ecosystem, it’s more important than ever to maximize the impact of your marketing spend by channel. With so many channels to engage consumers and no shortage of innovations, what is the precise marketing mix to focus on to have the most success in driving your business objectives. ANA’s 2nd Annual ANA Omnichannel Data and Direct Marketing Conference in conjunction with the National Postal Forum is designed to take these and other critical issues head on. Attendees will hear firsthand experiences and applicable takeaways from industry leaders on how they drive successful multichannel marketing strategies along with insights into what's ahead. Whether it be offline or online channels or brick and mortar, learn how all these customer interactions must be data-driven, creative AND synchronized throughout the multi-channel marketing journey.

BONUS: Registration at this exclusive ANA members conference also gives attendees free access to the National Postal Forum exhibits and opening keynotes/receptions. For more information on the National Postal Forum visit. www.npf.org

Agenda

TIME	EVENT DETAILS	LOCATION
Tuesday, June 4, 2024
8:15am - 9:15am	BREAKFAST & REGISTRATION
9:30am - 9:45am	WELCOME AND OPENING REMARKS Tina Jordan Senior Director Association of National Advertisers
9:45am - 11:00am	USPS OPENING KEYNOTE INSIGHTS UNVEILED: A GUIDED JOURNEY THROUGH THE MAIL CAMPAIGN LIFECYCLE FROM CONCEPT TO CONVERSION This panel unveils a holistic perspective on the mail campaign lifecycle as advertisers, marketing technologists, AI experts, and USPS insiders unite to offer invaluable insights on how campaigns thrive at every stage. Join us on a guided journey from concept to conversion, delving into diverse perspectives that encompass planning, execution, and optimization for increased personalization and engagement. Moderator: Margaret Pepe Executive Director, Product Management United States Postal Service Ryan Ferrier CEO Lob Benjy Uhl EVP, Audience & Product Development Valpak Dave Bilbrough Senior Director of Enterprise Architecture Adobe John Jacobson AI and Emerging Technology Strategy Leader Deloitte
11:00am - 11:35am	BEHAVIORAL SCIENCE SECRETS THAT DRIVE DIRECT MAIL SUCCESS Your audience thinks they make deliberate, informed decisions, but science tells a different story. Up to 95% of decision-making takes place in the subconscious mind. Humans are hardwired to conserve mental energy. As a result, they routinely default to automatic, reflexive decision-making shortcuts. The good news for direct marketers? These shortcuts can be triggered or prompted, which means you can greatly increase your mail’s open, read, and response rates. All you need to do is add the right behavioral science tactics to your creative strategies and executions. Discover some of the best-performing ones in this example-jammed presentation. And gain the secrets that will drive your direct mail success. Nancy Harhut Chief Creative Officer HBT Marketing View Presentation
11:35am - 12:10pm	SALES & MARKETING INTEGRATION THROUGH PERSONALIZATION AND HARNESSING DATA Tiffany Grinstead, Vice President, Personal Lines Marketing at Nationwide will discuss technology and marketing approaches to integrate sales and marketing efforts, how to leverage the customer journey and sales process to identify gaps, and how to leverage data to determine moments that matter to align to the right message at the right time. How to build coalitions within the company to identify and connect data not normally used in sales or marketing to drive outcomes with B2B buyers for retention and growth goals, as well as how to use data to drive better outcomes with current and future customers will also be discussed. Tiffany Grinstead Vice President, Personal Lines Marketing Nationwide View Event Recap
12:10pm - 12:50pm	STREAMING TV: HOW GROCERY PURCHASE SIGNALS ARE THE NEW DEMOGRAPHICS Consumers are spending more time with CTV each year – and retailers are fueling the data for brands. Discover how General Mills is tapping into the streaming TV revolution with new purchase data signals: understand the CTV data landscape; and identifying the right precision audiences; and optimize against true performance at retail. Shannan Cranbrook Senior Manager, Media Strategy General Mills Anthony Siler VP, Advertising Kroger Precision Marketing
12:50pm - 1:50pm	LUNCH
1:50pm - 2:30pm	DRIVING OMNI-CHANNEL GROWTH IN CPG THROUGH THE USE OF UNIFIED MARKETING MEASUREMENT & OPTIMIZATION During this discussion Ramesh Moorthy, Sr. Director of Global Strategic Growth Management, (McCormick & Co) and Dan Eggleston, SVP Analytic Consulting, (Ipsos MMA) will share a series of success cases from McCormick highlighting how advanced analytics are implemented cross-functionally to deliver significant value through the optimization of Paid/Owned/Earned marketing to improve the efficiency and effectiveness of their investments. Success cases include: Informing a full-funnel marketing strategy to optimize both short-term and long-term ROI Balancing investments between B&M stores and e-commerce to drive efficient Omni-channel growth Embedding results into strategic decision making through change management and meta-learnings Dan Eggleston SVP Analytic Consulting Ipsos MMA Ramesh Moorthy Senior Director of Global Growth Management McCormick & Co. View Presentation
2:30pm - 3:05pm	INSPIRING THE NEXT GENERATION OF MARKETERS In the digital age dominated by Tik Tok, Instagram, and the latest Web3 development, the transformative power of direct mail can be overlooked by young marketing professionals as a cutting edge channel to reach their audience. Discover how USPS is partnering with cutting-edge enterprises like ESPN, Capital One, and Lego Land to immerse students and professors in hands on direct mail experiences. These experiences showcase the potential of direct mail from personalized campaigns to interactive designs, inspiring the next generation of marketing strategies. Heather Lewis Manager of New Solutions USPS Carl Boettner Program Manager, Products and Services USPS Dr. Wendy Zajak Marketing Professor Georgetown University Leslie Kadel Direct Marketing Manager Capital One
3:05pm - 3:10pm	CLOSING REMARKS
3:30pm - 4:30pm	EXHIBIT HALL (Reception Optional with Exhibits Badge)

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.