Data & Direct Marketing

This event is over.

WELCOME & INTRODUCTIONS (11:00am - 11:15am)
Tina Jordan, Director, ANA

I. 2021 ANA Data & Analytics Response Rate Report - Study Results 
(11:15am - 11:50am)

Over the past few years, Marketers have been investing heavily to keep up with the evolving customer journey. These investments, combined with sophisticated measurement and analytical skills, have enabled some marketers to deliver results and create seamless customer experiences, but not all. The power of data and its ability to drive efficient targeting and placement is one of the things that separates world-class marketers from the rest of the pack. Unfortunately, finding valid and reliable benchmark data into what is working and what isn't has become a near-impossible task.

Thankfully, the ANA partnered with global research firm Demand Metric earlier this year to capture valuable insights into the performance and cost of email, direct mail, search, display, social, and SMS messaging - and we're ready to share the results of this research effort with you!

Join us on November 10 as we provide a sneak peek into the 2021 ANA Data & Analytics Response Rate Report, a powerful tool that marketers have used to benchmark direct media for more than ten years. If you need to set your team up for success in 2022, this is one session you can't afford to miss.

During this session, you'll learn about:

  • The adoption of direct media types across industries and business types;
  • Direct media trends and measurement issues,
  • How to set tangible, quantifiable performance targets;
  • Challenges that marketers like you are struggling with, and how to overcome them;
  • Much, much, more!

John Follett, Chief Marketing Officer, Demand Metrics

II. Driving Performance through Integrated Online and Offline Direct Marketing (11:50am - 12:30pm)

Direct marketing is no longer channel-centric, unidirectional, and static. The lines between digital marketing and direct mail have blurred, to the marketer’s benefit. Direct mail is becoming increasingly like email and other digital tactics … 1:1, dynamic, personalized, trigger-based, etc. And, with the range of mobile response technologies now available, print is also becoming increasingly measurable and can be treated like a performance-based media.

To drive the most impactful campaign results, marketers must broaden their playbook to include online and offline strategies that activate and engage audiences. Learn why marketers should intentionally interrupt digital noise by integrating direct mail into marketing cloud campaigns. Plus, why marketers must have a first-party data strategy in place now to continue to effectively market in the future. This panel of industry experts will discuss how they’ve successfully integrated online and offline direct marketing strategies into one multichannel effort.

John Puterbaugh, Ph.D., Executive Director, Multichannel & Emerging Media, Quad
Alyson Daniel, Senior Marketing Manager, Program Design, Kasasa, Ltd.


III.  Member Roundtable  (12:30pm - 1:00pm)

Your time to bring up any challenges and/or ask questions about your marketing efforts for group discussion and possible solutions.