Print in the Digital Age

Due to increasing concerns about the spread of the coronavirus (COVID-19), and in the interest of public health and safety, the ANA will hold our regularly scheduled committee meetings via webinar only, until further notice. This enables you to avoid travel and still take advantage of the benefits that these meetings provide. Your health is a number one priority for us. If you have any questions, please contact Tina Jordan at tjordan@ana.net .

INTRODUCTIONS (11:00-11:15AM)

I. Media Mix Modeling: A Case Study in Optimizing Digital and Direct Mail Spend (11:15-11:50AM)

Every company has a unique market, brand, geographical setting, and set of business challenges. Understanding the level and mix of media spend in driving sales is critical to driving success and reaching goals. Media mix modeling through advanced statistical analytics provides a quantifiable basis to optimize sales based upon shifts in market spend and media mix. Through a case study, we will explore how using media mix modeling drove changes in digital investments and direct mail - leading to higher sales and marketing ROI.

Key Takeaways:

• Identify key issues in media mix optimization
• Discover a framework to manage changes in digital and direct mail investments to maximize sales
• Witness how optimizing marketing return on investment across markets yields higher sales

Speaker:
Mark Voboril, Chief Strategy Officer, Pluris Marketing

II.  Keeping the Customer at the Center of Your Data Strategy  (11:50AM - 12:30PM)

The story of data is one of rapid and continual change. Information has always been critical for businesses. With rising market competition, companies today must compete with each other in terms of such things as customer experience, customer acquisition, and customer retention. But many struggle in managing to break down the silos between data sets, missing out on a truly holistic view of their consumers and marketing touchpoints, and the ability to activate this data on media investments in real-time. The impact of failure to activate on the data can be catastrophic and we know who it affects the most: the customer. 

Steve Monteith, VP Marketing at the United States Postal Service, has been at the forefront in his organization of developing strategies and platforms that integrate the physical and digital. Steve will provide insight on bridging offline to online data for a more holistic view and address the data barriers that prevent organizations from using data to fuel real-time decision-making to improve efficiencies, drive innovation, and enhance the customer experience.

Speaker:
Steve Monteith, Vice President, Marketing, United States Postal Service

III.  MEMBER ROUNDTABLE (12:30-1:00PM)

We're all facing the same issues. This is your time to discuss session content or bring up challenges you are finding in this dynamic omnichannel world. Registrants will receive an email prior to the meeting asking for your challenges. It's free consulting!