Data & Direct Marketing

ANA DATA & DIRECT MARKETING COMMITTEE MEETING
June 24, 2026 from 11:00AM ET – 1:00 PM ET (Virtual Only)

I. WELCOME & INTRODUCTIONS (11:00AM - 11:15 AM ET)

II. TUNING INTO DATA: HOW AUDIBLE IS AMPLIFYING DISCOVERY THROUGH AI (11:15 - 11:45 AM) 

In today's fragmented digital landscape, data is the compass guiding consumers to their best experience. It is the difference between good and exceptional customer experiences, and success lies in how organizations orchestrate their data strategies across touch points. Join Sue Shlapakovsky, Audible’s Head of Product Science, Discovery and MarTech, as she shares how Audible has built a unified approach to data-driven personalization that transcends traditional channel boundaries. Through the lens of automation and Maven, Audible's AI-powered search and recommendation engine, Sue will share insights into establishing cross-functional collaboration between data science, engineering, marketing, and product teams that accelerates innovation while maintaining customer-centricity. This presentation will explore practical approaches to breaking down data silos, balancing AI and human expertise, and measuring personalization impact across the customer journey, essential knowledge for technologists and marketers looking to transform their organization's approach to omnichannel excellence. 

Speaker:
Sue Shlapakovsky, Head of Product Science, Discovery and MarTech, Audible

III. FROM MOMENTUM TO MEASURABLE RESULTS: HOW RANDOM HOUSE PUBLISHING GROUP TURN SIGNALS INTO ACTION (11:45 - 12:15 PM ET)

In today’s fragmented marketplace, books take longer to find their audience—and some of the greatest opportunities emerge weeks or even years after publication. In this session, Random House Publishing Group leaders Susan Corcoran and Kristin Fassler will share how their organization uses sales signals, consumer insights, retailer response, and real-time engagement data to identify titles with potential and pinpoint where additional marketing and publicity support can drive the greatest return. They will outline RHPG’s evolving “in-market” model, which combines data-informed decisioning with fresh creative activation to expand audiences, sustain discoverability, and accelerate sales after publication, and highlight the tools and tactics RHPG is using to turn marketplace momentum into measurable results.

Speakers: 
Susan Corcoran, Senior Vice President, Director of Publicity, Penguin Random House
Kristin Fassler, SVP, Director of Marketing Strategy & Engagement, Penguin Random House

IV. FROM DINING TO DEMAND: HOW AMERICAN EXPRESS TURNED GOLD CARD MARKETING INTO AN ECHO AWARD-WINNING GROWTH ENGINE  (12:15 - 12:55 PM ET)

This session unpacks how American Express, in partnership with RAPP, earned an ECHO Award for Customer Acquisition by transforming its Gold Card from a rewards product into a lifestyle essential for Millennials and Gen Z.

Grounded in the insight that younger consumers prioritize experiences over transactions, the campaign repositioned dining as a gateway to connection, travel, and discovery. By leveraging first-party data, behavioral signals, and Resy integration, American Express delivered highly personalized, omnichannel journeys across email and direct mail. The result: scalable relevance, strong acquisition growth, increased engagement, and sustained loyalty—even with a higher annual fee.

Join this session to learn:
• How data-driven insights fueled a shift from product to experience
• How personalization powered acquisition, upgrades, and cross-sell
• Why direct mail and email remain critical in modern omnichannel strategies
• The key drivers behind measurable business impact

Speakers:
Tara DeRosa, Senior Manager, Customer Growth Direct Marketing, American Express
Savannah Weyrick, Director, Strategy, RAPP
Mike Phillips, Senior Account Director, RAPP

V. CLOSING REMARKS (12:55PM - 1:00 PM ET)