Data & Direct Marketing Committee

Open to Client-Side Marketer members and Platinum/Gold/Silver members (MSP or Nonprofit) only

The Data & Direct Marketing Committee is for members who need to learn the latest best practices and techniques in the direct marketing space both offline and online for customer acquisition and loyalty programs. This committee is channel agnostic and provides brands and leading service providers with a forum to discuss optimal strategic and tactical DTC interactions on behalf of a brand through all direct media methods including direct mail, catalogs, email, mobile, and new emerging platforms leveraging data for increase personalization and improve the customer experience. Addressable media, 1st party and quality data sourcing, measurement and response rates will be discussed, as well as case studies on how brands have leveraged data and direct marketing as an integral part of their integrated marketing strategy and drive overall growth. Two co-chairs and an executive council advise and discuss programming and topics for the committee at large.

The Postal Advisory Council is a platform for members to address current public policy issues in the print and postal areas and will address key industry issues including but not limited to direct mail/postal rates, postal operations, national and state consumer privacy regulations and legislation, data quality standards, appropriate data collecting technologies and participation in other evolving marketing industry standards. Updates and alerts are communicated to the Data & Direct Marketing Committee on on these and developing issues at the state, Federal and Global level during committee meetings. The Postal Advisory Council may also solicit input from the Committee on various issues and actions affecting the industry.

All meetings are free for ANA client-side and MSP members to attend in-person when appropriate or via webinar.  JOIN HERE.

Committee Co-Chairs:
Chuck La Tournous, Vice President, Marketing, American National Multiple Line Agencies
Debora Haskel, Vice President Marketing & Communications, Moore 

Have a case study, research or a 'how to' session to share?  
Contact the ANA staff managing the Data & Direct Marketing Committee  -  Lisa Merizio Smith and Caroline Lynch.

Discussion Topics:

• Data-Driven Direct Media Effectiveness & Agile Marketing
• AI and ChatGPT
• Integrating Online & Offline Marketing
• Data Segmentation & Testing
• Personalization, Personas & Modeling
• Measurement - LTV & AOV - Incremental Attribution
• Effective Creative in Direct Mail, Catalogs & Print Advertising
• Consumer Privacy, Ethics & Postal Issues
• Understanding Consumer Behavior
• Data Quality and Sources
• Emerging Technology

Thought Leadership

From Data to Insight: The Outlook for Marketing Analytics
Presented by Winterberry Group and ANA | April 2023
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 US and Europe and conducted in-depth interviews with more than two dozen analytics agency and vendor executives.

DMAChoice and other Business Resources & Tools: Save money, reduce waste, improve data quality, and listen to consumer preferences. 

The 2022 Response Rate Survey - a free download to ANA members!
ANA and Demand Metric have partnered again to produce the ANA Response Rate Report. The primary objective of this study is to collect data on the performance of direct media for benchmarking purposes and to share that data with ANA members and the data-driven marketing community. The report provides key insights for future planning and help identify new norms and trends in today’s ever-changing marketplace. Media benchmarked in this report include direct mail, email, social media, paid search, display and SMS; and the effectiveness of QR codes. The 2023 survey form will be out in the field soon. Note: You can still access the 2021 Response Rate Report here. 

Privacy Updates from ANA's Government Relations Team

USPS Industry Alerts and Notices  

Mailers' Technical Advisory Committee (MTAC)