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 (cookies, 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. 

All meetings are free for ANA client-side and MSP platinum-, MSP gold-, and MSP silver-level members to attend in-person when appropriate or via webinar. 

Committee Co-Chairs: 
Leo Kluger, Principal Data Scientist-Marketing & Communications, IBM
Matt Ryan, Senior Director Donor Experience Quality & Operations, St. Jude Children's Hospital
Education Chair: Devyani Sadh, Ph.D., CEO & Chief Data Officer, Data Square

Have a case study or 'how to' session to share? 
Contact the ANA staff managing the Analytics & Data Science Committee, Tina Jordan and Lisa Merizio Smith.

Discussion Topics:

• Predictive analytic techniques
• Multi-touch attribution
• Modeling & measurement 
• Machine learning & AI
• Understanding consumer behavior
• Data issues and concerns 
• Emerging technology
• Data strategies & management for optimal decision-making

NEW:  ECHO Marketing Data Strategy of the Year Award

The ECHO Marketing Data Strategy of the Year award will showcase how organizations fully leveraged and optimized their available data to achieve marketing and business goals. The winner will represent best in class example of strategic and creative use of marketing data to elevate the way marketers engage with their audiences, streamlined processes, and augmented the role data plays in their organization to achieve marketing and business objectives and generated real growth. With data, technology, and measurement being recognized by the ANA’s Global Growth Council as the engines that will power marketers into the future, the ECHO Marketing Data Strategy of the Year award, could perhaps be our most important ECHO Award ever.. This winner will be announced at the ECHO Award Gala (see below). Entry Deadline is February 25, 2022. ENTER TODAY.

2022 ANA International ECHO Awards: Data and analytics continue to be the world’s most effective tools for building engaging marketing experiences with the greatest potential to drive real business growth. Celebrating exceptional data-inspired strategy, creative, and results for more than 90 years, the ANA International ECHO Awards are one of the most coveted awards in marketing, precisely because they are real campaigns that enable art and science to move brand and business objectives. Entries are now being judged.

Be sure to join us for the 2022 ANA International ECHO Awards Gala duing the Masters of Data & Technology, March 28-30 in Orlando, FL. Visit www.echoawards.org.

Marketing Technology Procurement and Implementation Resources
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ANA MarTech Glossary (published February 18, 2020)
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