Data & Direct Marketing

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

I. The Traveler’s Annual PGA TOUR Championship Lets the Data Win: How Consumer Data Insights Pivot Successful Campaign Plans (11:15am - 11:50am)

Kate Hernandez, Sr. Director, Enterprise Integrated Marketing at Travelers, shares her team’s success in using consumer insights to inspire campaigns that resonate with their target audience. From activating new, untapped audiences to the daunting task of changing human behavior, Hernandez will show how following the consumer data story helped Travelers reach their audience engagement goals. She will illustrate the most recent full 360* campaign example of the Traveler’s Annual PGA Golf Tournament Championship which leveraged data with activations across Print, Paid Media, Out of Home, Twitch/eSports, Social, Employee, etc.

Speaker: 
Kate Hernandez, Sr. Director, Enterprise Integrated Marketing, Travelers

II. Humanity Marketing: Combining Data and Emotions to Make Powerful Human Connections (11:50am - 12:30pm)

Think data is only about numbers? Think again. Data insights have proven that making a true human connection based on emotions is far more effective than relying on data and logic alone. In fact, if you’re only relying on data to make marketing decisions, your brand is likely getting left behind.

Consumers say that 80% of the brands they buy from don’t matter to them. See how data and analytics is proving that a more HUMAN approach is far more effective. Brands are based on relationships and relationships are based on feelings. But most brands focus only on a transactional relationship with their customers. They just sell them things. But nobody likes to be “sold to.” So, what’s the secret to brands who are loved? This session will pull back the curtain on some of today’s most beloved brands and explain how they’ve made a deep emotional connection with their audience.

Key takeaways from this session:

• Learn 7 tips for making your brand more human
• Learn the evolution of branding (and where your brand is on the scale)
• See examples of how data insights led to more informed emotional messaging

Speaker:
Brent Niemuth, President, Chief Creative Officer, J. Schmid & Associates

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.