Data & Direct Marketing Committee (formerly the Print in the Digital Age Committee)

The Data & Direct Marketing Committee (formerly the Print in the Digital Age Committee) is for members who need to learn the latest best practices and techniques in the direct marketing space both offline and online. This committee is channel agnostic and provides brands and leading service providers with a forum to discuss optimal strategic and tactical direct to consumer interactions on behalf of a brand through all direct media methods. This includes printed direct mail, email, catalogs, as well as new direct to consumer platforms all leveraging data to increase personalization and improve the customer experience. The committee will address the latest in addressable media, quality data sourcing, measurement and response rates, 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. This committee is perfect for marketers engaged in customer acquisition and loyalty programs. Two co-chairs and an executive council advise and discuss programming and topics for the committee at large. 

The Data & Direct Marketing Committee will include a new platform for members to address current public policy issues in the print and postal areas. The Postal Advisory Council will address key industry issues including but not limited to direct mail/postal rates, legislation and capabilities, national and state consumer privacy regulations, data quality standards, appropriate data collecting technologies and participation in other evolving marketing industry standards. They will meet and will advise the Data & Direct Marketing Committee on developing issues at the state, Federal and Global level. 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.

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 or 'how to' session to share?  
Contact the ANA staff managing the Data & Direct Marketing Committee  -  Tina Jordan and Lisa Merizio Smith.

Discussion Topics:

• Direct media channels
• Integrating Online & Offline Marketing
• Data-driven segmentation & personalization
• Measurement (e.g. ROI, brand lift, brand awareness)
• Effective creative in direct mail & print advertising
• Consumer privacy & postal issues
• Understanding consumer behavior
• Data quality and sources
• Emerging technology

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.

2021 Response Rate Report will be out soon!
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: the results are useful for benchmarking your direct marketing efforts. All individual responses will be held confidential and reported only in aggregate with the replies of others.