Analytics & Data Science Committee

The Analytics & Data Science Committee provides a forum for strategists, practitioners, and citizen data scientists to develop thought leadership and best practices related to customer-centric, data-driven marketing, including increasingly relevant machine learning and AI. This includes the synergistic integration of CRM strategy and analytics, which together yield increased growth and profitability through the optimization of customer insights, coordinated tough-point interactions, and corporate infrastructure. Prevailing strategies and their various challenges are discussed among practitioners surrounding organizational management and analytics infrastructure, customer and audience segmentation; lead scoring; new customer acquisition and personalizing customer experiences.

Challenges include how to drive analytics adoption including visual storytelling; data utilization (walled gardens; identity resolution); first, second and third party data utilization; data quality, evaluation of marketing mix modeling, as well as the evolution and governance and regulations and legal/privacy compliances on state, federal and international arenas.

• Co-Chair: Leo Kluger, Principal Data Scientist-Marketing & Communications, IBM
• Co-Chair: Matt Ryan, Senior Director of Donor Experience Operations and Analytics, ALSAC/St. Jude Children's Research Hospital
• Education Chair: Devyani Sadh, Ph.D., CEO & Chief Data Officer, Data Square

Contact the ANA staff managing the Analytics & Data Science Committee:

• Tina Jordan, Senior Director
• Caroline Lynch, Coordinator

Discussion Topics:

The Analytics & Data Science Committee is open to all client-side marketer and solutions provider members.

Request to Join

Resources

• ANA Center for Ethical Marketing
  Through the Center for Ethical Marketing, the ANA helps businesses build brand and consumer trust through best practices, guidelines, guidance, compliance services, and committees. The Center seeks to educate, elevate, and advance accountability for the industry and mediate consumer complaints.
• Marketing Technology Procurement and Implementation Resources
  As martech spending grows, so does the complexity of the related issues that arise from the implementation and integration of what are often disparate solutions. ANA has built a solution by retaining our data and technology law firm, Venable LLP, to create a suite of legal documents that help streamline procurement decisioning and the marketing technology procurement process.

Thought Leadership

• From Data to Insight: The Outlook for Marketing Analytics (April 2023)
  Presented by Winterberry Group and ANA, this whitepaper's purpose is to better define the present and future state of marketing analytics. In the process of developing this paper, Winterberry Group surveyed more than 200 marketers from both the U.S. and Europe and conducted in-depth interviews with more than two dozen analytics agency and vendor executives.
• ANA 2022 Response Rate Report (January 2023)
  This survey asks for data about the performance and cost of email, direct mail, search, display, social, and SMS messaging. For marketers, suppliers and agencies: these results are useful for benchmarking your direct marketing efforts. All individual responses are held confidential and reported only in aggregate with the replies of others. The 2023 Response Rate Report survey form will soon be in the field.