ANA’s 6th Annual Data & Direct Marketing Conference, hosted by American Express

WELCOME REMARKS

PERSONALIZATION AT PEPSICO: USING DATA AND AGLITY 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

Vice President, Global Media Transformation PepsiCo

INSIGHTS ON CREATING A HIGH PERFORMING CONTENT MANAGEMENT TEAM: ROLES & RESPONSIBILITIES

Learn why it’s critical to develop your strategy before you create your content management team. A high-performing content team must have creative, analytical, and technical skills to create, manage, and maintain marketing content that spans from development to implementation. People, Process, and Technology considerations will be shared.

Kelly M. Rickert

Director, Content Management Group American Express

INNOVATIVE DIRECT MAIL MARKETING: USPS STRATEGIES FOR SUCCESS AND FUTURE OUTLOOK

Join the Chief Customer and Marketing Officer of USPS, Steve Monteith, for an engaging session on advanced strategies in Direct Mail marketing. This session will explore the latest incentives, promotions, and innovative solutions designed to drive customer engagement and capitalize on emerging trends in Direct Mail. Attendees will gain valuable insights into how these innovations can optimize their marketing efforts to enhance their customer interactions. The session will also provide an update on the "Delivering for America" plan, highlighting recent accomplishments and future initiatives that will shape the Postal Service's trajectory.

Steve Monteith

Chief Customer and Marketing Officer USPS

PRIVACY AND AD TAXES: NAVIGATING CHALLENGES IN THE ADVERTISING INDUSTRY

This ANA Government Relations Department update explores the critical issues of privacy regulations and advertising taxes, two pivotal concerns shaping the landscape of the industry today. ANA’s DC team is at the forefront advocating for favorable legislative and regulatory outcomes that benefit our members and the broader advertising community. Key among our advocacy efforts are addressing the complexities posed by disparate state privacy laws and opposing detrimental taxes on advertising expenditures.
In the realm of privacy, the proliferation of state-specific regulations threatens to fragment the regulatory environment, posing challenges to businesses operating across multiple jurisdictions. The ANA advocates for a unified national standard for data privacy that not only safeguards consumers but also simplifies compliance for businesses, ensuring the continued viability of the ad-supported internet. On the front of advertising taxes, proposals to tax advertising expenditures directly impact the advertising ecosystem, potentially leading to job losses, increased consumer prices, and stifled economic growth. The ANA staunchly opposes such measures, advocating instead for policies that foster a competitive marketplace and support innovation within the industry.

• During this seminar, industry experts and policymakers will delve into:
• The current landscape of state privacy laws and their implications for businesses and consumers.
• The economic and operational challenges posed by proposed advertising taxes.
• The ANA’s proactive advocacy efforts to establish a cohesive national privacy standard and combat harmful taxation policies.
• Case studies and real-world examples illustrating the impact of regulatory decisions on the advertising industry.

Laquan Astion

Vice President, Public Policy ANA Government Affairs

AT ANTHROPOLOGIE, IT’S ABOUT THE JOURNEY NOT DESTINATION

At Anthropologie, it is strongly held that we be data-inspired, but creativity led. Its customers often say they didn’t know what they wanted to buy until they see it. This is because the act of shopping is also part discovery and part inspiration. In building a customer experience that encourages discovery with a combination of human artistic experience and customer data the company has been able to expand categories and increase frequency. The combination of great customer engagement, loyalty and in-store experiences has created an environment where great customer data meets great customer feedback. This has also allowed future product development and marketing delivery to growth with both new and repeat customers.

Ian Dewar

Senior Director, Global Customer Strategy Anthropologie

DELIVERING UNIQUE VACATION EXPERIENCES FOR DISCERNING TRAVELERS

Creating better vacation experiences at Hilton Grand Vacations is deeply rooted in the consistent use of analytic and data driven decision marketing and marketing. Meeting the traveler where they are, and recognizing their personal and experiential preferences, is enabling Hilton Grand Vacations to change the game of vacation ownership. In this session, hear how Hilton Grand Vacations is embracing technology and data driven strategies to create unique experiences for those passionate about travel.

Kian Conley

SVP Consumer Strategy, Hilton Grand Vacations

CLOSING REMARKS