ANA’s Data & Direct Marketing Half Day Virtual Conference: Your 2021 Toolbox

This event is over.

The onus on CMOs and senior marketers to lean into their data and leverage their MarTech stacks to propel the business forward is paramount. This conference is designed for members who are responsible for data-driven integrated, omnichannel marketing striving for seamless touchpoints during the customer journey. With experts from the leading research organizations and consumer brands, these sessions address the most current best practices, marketing technologies and applicable knowledge concerning the best practices and techniques that have traditionally underpinned direct marketing both the offline and online. From tactical, to strategic to compliance, this event is dedicated to helping you enhance acquisition campaigns and respecting the customer journey through their preferences especially in this Covid-19 era. Discover techniques to maximize loyalty and increase ROI as well as learn the latest in regulatory, legislative, and postal arenas. Your questions and concerns will also be answered.


Agenda

TIME EVENT DETAILS LOCATION
Thursday, January 28, 2021
11:00am
- 11:05am
WELCOME REMARKS

Mark Kaline
Senior Vice President, Data and Analytics Practice ANA
11:05am
- 11:40am

FOUR WAYS FRESH DATA CAN MAKE OR BREAK YOUR 2021

Consumers underwent a stunning pace of change in 2020 and 2021 looks equally uncertain, making the freshest consumer data a crucial ingredient to success. Resonate shares four real-world use cases that drive growth through using relevant data and deep, AI-driven human understanding. In times of unpredictability, arming yourself with intimately granular consumer data – in real-time and at scale – is everything when it comes to success or failure in brand marketing. 

Ericka Podesta McCoy (@resonatetweets)
Chief Marketing Officer Resonate
View Presentation and Video
11:40am
- 12:16pm

CUSTOMER INSIGHT-DRIVEN CX EXCELLENCE MUST BE A CORE COMPETENCY...DURING COVID, AND BEYOND

Mediocre CX won’t cut it. Learn how MSC Industrial and Shinola have transformed CX and Loyalty Programs. Learn how MSC strengthened its customer listening to drive improved omnichannel CX strategies to help customers deal with today’s new/intensified pain points and requirements for extra value and support. And, learn how the iconic brand Shinola, used deep customer insights to understand why traditional loyalty programs are not effective in building loyalty, and how they created a powerful non-traditional “loyalty” strategy which resulted in a 25% increase in repeat purchase rates.

Key takeaways:

  • How to gain deep and actionable qualitative insights regarding your customer’s new and intensified needs
  • How to use multiple Customer Listening points and resources to rethink CX
  • How to provide the digital resources for transactional needs of customers, but still provide analog, personal, high- touch experiences
  • How to reconceive your traditional Loyalty programs in this new world.  

Steve Baruch
EVP, Chief Strategy & Marketing Officer MSC Industrial Supply
Ernan Roman
President ERDM Corporation
View Presentation and Video
12:16pm
- 12:46pm

GOVERNMENT RELATIONS OUTLOOK: NEW PRESIDENT, NEW CONGRESS, NEW LEGISLATURES

Chris Oswald will provide an outlook on how ANA’s Government Relations is engaging a new administration, new Congress, and new state legislatures on issues impacting advertisers and direct marketers ranging from data privacy to advertising taxes and beyond.

Christopher Oswald
SVP, Government Relations ANA
View Presentation and Video
12:46pm
- 1:25pm

DATA AND IDENTITY IN THE ERA OF COLLABORATION

As the market moves on from cookies and MAIDs, the set of solutions that enable first party data sharing is evolving.  Based on new research released by The Winterberry Group, Bruce Biegel will discuss the role of data marketplaces, exchanges, co-ops, stores and technology platforms in transforming how identity and data can be used in consent first marketing and advertising. 

Bruce Biegel
Senior Managing Partner The Winterberry Group
View Event Recap and Related Materials
1:25pm
- 1:41pm

HOW DATA-DRIVEN CREATIVE POWERS BETTER DIRECT MARKETING RESULTS

Direct marketing creative typically has been more instinct than fact driven. Yes, there’s often focus group or other qualitative research. And in retail, merchant funding has always played a big role in what products are featured. But hard metrics on which attributes—subject line, offer, imagery, products, etc.—motivate response have been absent. Now that is changing. There’s a way to use behavioral profiles and virtual testing to identify the creative elements that align with specific consumer interests and will perform best, whatever the channel. Scott Harvey will review this data-based approach and how it helped a national department store chain increase response rates, sales value and average order size.

Scott Harvey (@ScottHarveyQuad)
Senior Vice President of Marketing Solutions Quad
View Event Recap and Related Materials
1:41pm
- 1:46pm
CLOSING REMARKS

Mark Kaline
Senior Vice President, Data and Analytics Practice ANA

Cancellation Policy and Notes

No refunds will be granted for any cancellations or for 'no shows.' Unused registrations/applications have no monetary value and cannot be credited to future years or events. ANA will not issue refunds or credits due to failure to redeem a discount coupon during the registration process. You may transfer your registration to a colleague at no additional cost.