Data & Direct Marketing

ANA DATA & DIRECT MARKETING COMMITTEE MEETING
March 5, 2026 from 11:00AM ET – 12:30 PM ET (Virtual Only)

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

II. THEY DON'T FEEL LOYALTY - THEY READ IT: MARKETING TO THE AGENT SHOPPER (11:15 - 11:45 AM) 

The rise of AI agent shoppers is quietly reshaping loyalty. These systems don’t browse, remember, or feel—they synthesize data. Product attributes, reviews, community chatter, price signals, and sustainability claims now determine which brands are chosen.

In this session, we’ll unpack what loyalty looks like when algorithms are the decision-makers, what data is imperative for both agents and consumers, and how brands can protect preference in an increasingly automated buying journey. Learn how leading organizations are evolving loyalty from points and programs into a defensible, data-driven advantage that works for humans and machines alike.

Speaker:
Erika Reed, Manager, Customer Loyalty & Marketing, Lowe’s

III. PERSONALIZATION IS BROKEN: SMARTER DATA ACTIVATION CAN FIX IT (11:45 - 12:15 PM ET)

Marketers talk about personalization, yet most campaigns barely scratch the surface, relying on retargeting and lookalike modeling instead of a true understanding of the consumer. In this session, industry expert John Puterbaugh, Ph.D., VP of Advanced Media & Innovation at Quad, shares why personalization efforts fall short without the right activation strategies. Together, they’ll share how brands can unlock deeper, more dynamic consumer engagement by leveraging smarter, passion-based and behavior-driven data.

Speaker:
John Puterbaugh, Ph.D., VP of Advanced Media and Innovation Quad

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