Data and Direct Response Multichannel Marketing for 2022 and Beyond: Hosted by American Express

WELCOME & OPENING REMARKS

Tina Jordan

Director, Data & Analytics Practice Association of National Advertisers

PERSONALIZATION AT PEPSICO: USING DATA AND AGILITY TO BUILD CONSUMER CENTRICITY

Personalization at Scale is a key lever in building true consumer intimacy across our business by moving from mass to personalized connections with our consumers and shoppers.  PepsiCo is building internal data capabilities that are aimed to drive mental and physical availability to connect with our consumer in more relevant way.

Abhishek Jadon

Senior Director - Global Consumer Data and Personalization PepsiCo

CUSTOMER CENTRIC DIGITAL JOURNEY TRANSFORMATION EMPOWERED BY AI vs DATA & DIGITAL INNOVATIONS IN FINANCIAL SERVICES

As a financial industry leader and AI technology early adopter, American Express has been constantly exploring new ways to deliver the most personalized digital experience that meets each individual customer's need.  Personalizing the omnichannel digital experience has resulted in increased customer satisfaction, engagement and retention, servicing and operation efficiency, company revenue.  In this session, Amex enterprise personalization team will share their journey and innovation in digital personalization

Kuixuan (Adam) Ma

Senior Manager Product Development, Enterprise Digital Member Experience American Express

LEVERAGING MULTICHANNEL INNOVATION AT THE UNITED STATES POSTAL SERVICE: 2022 AND BEYOND.

Historically, developing new channels was viewed as antithetical to mail itself by both the Postal Service and customers who relied primarily on Direct Mail as a marketing channel. This talk will discuss establishing existing measures for success from the multichannel data marketer lens, and the evolution of those metrics to be in line with expectations for new products.

Chris Karpenko

Executive Director, Brand Marketing USPS

AIMM: FORECASTING IMPROVEMENTS IN MULTICULTURAL DATA

Since the ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM) began benchmarking identity data quality last year, the “visibility” of African Americans and Asian Americans has improved — both the “coverage” (share of consumer records identified) and the “accuracy” of correctly identifying the race of these segments have increased. However, identifying ethnicity seems more challenging as Hispanic coverage and accuracy remain unchanged and trailing that of White consumers. Overall, there is better transparency from some data providers, and there is high awareness and honest intent to lessen data biases.

 In this session, AIIMM will discuss its progress on multicultural data transparency and quality, multicultural commitments made, how to measure improvement, and plans for increasing the quality of race/ethnicity data that’s critical to getting culturally relevant advertising campaigns to the right consumers, including a preview into a broader data initiative for 2022.

Carlos Santiago

President of SSG and Co-Founder AIMM

THE NECESSARY EVOLUTION OF CRM TO CXM: FORD MOTOR COMPANY

In the marketing world, a big focus has traditionally been placed on CRM (Customer Relationship Management) including how customers are nurtured and cultivated from one end of the funnel to conversion. With the fairly recent emergence of CX, the concept of CRM has evolved to CXM (Customer Experience Management) which emphasizes using every interaction with a customer and the brand throughout the customer journey or lifecycle

In this session, CRM Marketing Manager Kim Reedy will discuss the evolution in this space and how embracing CXM can drive brand loyalty and increase revenue.

Kim Reedy

CRM Strategy Manager Ford Motor Company