Strategy and management capabilities for today’s data-inspired marketers

We're building the marketing technology capability that supports people-based marketing at scale, enabling optimal marketer decision-making to generate measurable business results.

From hands-on training, international awards program and case studies, conferences, webinars, and face-to-face networking opportunities, we’re committed to delivering the information you need now to drive growth — and dedicated to advocating on issues that affect the data marketing and analytics industry.

We feature a wide breadth of topics to help our members better understand how data can shape and drive consumer behavior; how to build a data-centric organization; data issues such as data quality, privacy and governance; and emerging technologies like blockchain and machine learning.

Who We Serve

CMOs, Client-Side Marketers, and Solution Providers

Marketing Analysts and Data Scientists

The Industry

ANA's Data and Analytics Response Rate Report

When it comes to direct marketing media strategies, email remains king among advertisers while social media is gaining ground and running a close second, according to a new ANA study.

The study, Response Rate Report 2021: Performance and Cost Metrics Across Direct Media, revealed that email was the most used medium in all campaign types (B2B, B2C, and split B2B/B2C), averaging an 82 percent usage rate among respondents. Social media came in second at 74 percent.

Beyond email and social media, the report included overall findings for paid search (51 percent), digital display advertising (42 percent), direct mail (38 percent), and SMS (18 percent).

Although email was the top media choice chosen by marketers, its usage has declined 6 percent since the last Response Rate Report was issued in 2018 while social media advertising scored the most significant shift in reported usage, up 17 percent since the last study. 

View the full report (Members Only)

Data, Tech, and Measurement Partners












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Contact the Data and Analytics team at to learn more about how you can get involved with the ANA Data and Analytics Practice.

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