ANA Data & Technology One-Day Conference @ American Express

This event is over.

This ANA first is dedicated to the impact of direct mail and why opti-channel and omnichannel marketing are not mutually exclusive. This one-day conference will provide the data driven tools highlighting how print has found its new voice in this digital age.  Among the many topics featured: why modern brands are attracting customers through the optimal combination of digital and direct mail customer engagement, how the new consumer privacy laws, accountability and compliance impact direct marketing, and the critical role of data in the direct marketing ecosphere will be addressed. Innovations in omni and opti-channel methodologies, retention and acquisition, emerging technologies, measurement, optimal creative techniques, and postal regulations around print will be discussed, with relevant case studies presented. Come prepared to network with your industry colleagues to learn how DM plays an important component in the marketing ecosystem to elevate brand identity and enhance the customer experience.


Agenda

TIME EVENT DETAILS LOCATION
Thursday, October 24, 2019
8:00am
- 8:40am
REGISTRATION & NETWORKING BREAKFAST

8:40am
- 8:45am
WELCOME & INTRODUCTION TO THE PRINT IN THE DIGITAL AGE EXECUTIVE COMMITTEE

Mark Kaline
Senior Vice President, Data & Technology Practice ANA
Debbie Roth
Print Council Chair, VP – Sales & Marketing & Chair Japs-Olson Company & Print In the Digital Age Executive Committee
8:45am
- 9:30am

AMERICAN EXPRESS: DON'T LEAVE HOME WITHOUT OMNICHANNEL MARKETING

A discussion about the journey of having email support the DM channel in a unique way. Speakers will review what sparked the idea and how they partnered internally and externally to execute.

Moderator: Gina Negrin
Director, Campaign Solutions and Execution Team – Customer Loyalty American Express
Robert Woodard
Vice President, Client Engagement Acxiom
George Abboud
Marketing Manager, Treasury Direct Deposits American Express
Jamara Posey-Tapper
Director, Prospect Direct Mail & Email Acquisition U.S. Consumer Marketing American Express
9:30am
- 10:15am

HUMANITY MARKETING

Why are some brands loved and others ignored? Most brands today understand they must deliver a complete 360-degree customer experience, with all marketing efforts aligned and working in concert. They invest in the latest technology, track mountains of data and utilize the most effective media channels. Yet, they fail to connect in a meaningful way especially in print. Why do many brands make us feel indifferent while others have a certain something – an emotional appeal? In this high-energy session you’ll learn how to take a more human approach to building brands even in your print efforts.

Host: Mary Hennen
Vice President, Marketing Full Contact
Brent Niemuth
President & Chief Creative Officer J. Schmid
View Presentation
10:15am
- 10:30am
COFFEE BREAK

10:30am
- 11:15am

PRINT AS A DIGITAL CHAMPION

Many brands have discovered the power of print. Are you taking full advantage of your design and messaging to influence this powerful driver? Today, simple calls-to-action are not enough to engage customers on a deeper level. In this session, we take a look at the fashion industry as an example of how five trends and the use of print and digital are driving results. Case studies will be taken from the recent release of Sappi Verticals: The Fashion Industry, with complimentary copies provided to session attendees.

Host: Lois Brayfield
J. Schmid
Presenter: Kathy Haynes
Vice President of Publishing Sales Sappi
11:15am
- 12:00pm

WHY MODERN BRANDS ARE ATTRACTING NEW CUSTOMERS THRU DIRECT MAIL

It’s all about GROWTH! Does your acquisition and retention strategy need a tune-up? What are the channels that will bring success? How are you using your data to develop and validate your strategy?

Host: Mary Hennen
Vice President, Marketing Full Contact
Tom Kohler
Chief Marketing Officer Perigold (Division of Wayfair)
12:00pm
- 12:40pm
LUNCH

12:40pm
- 1:15pm

CONSUMER PRIVACY ROADMAPS: OUR APPROACH TO ACCOUNTABILITY & COMPLIANCE

2019 has proven to be “The Year of Privacy.” Congress, regulatory agencies and state legislatures are increasingly their focus on how companies are using personal information. Whether online or offline, changes in the ability to acquire, use, and exchange individuals’ information is changing, so companies need to prepare now. During this session, Chris Oswald, Senior Vice President for Government Relations with the Association of National Advertisers, will discuss the developing privacy debate in Washington and statehouses throughout the country, with a focus on the California Consumer Privacy Act (CCPA) and industry’s effort to establish a national data privacy law.

Host: Debora Haskel
IWCO Direct
Chris Oswald
Senior Vice President, Government Relations ANA
1:15pm
- 2:00pm

WHAT INNOVATION AT THE UNITED STATES POSTAL SERVICE CAN MEAN TO YOU

A high level view into current innovations and a peek behind the curtain of upcoming innovations in an omnichannel environment

Host: Debora Haskel
Vice President, Marketing IWCO Direct
Presenter: Steve Monteith
Vice President, Marketing United States Postal Service
View Presentation
2:00pm
- 2:30pm

WHY DIRECT MAIL IS EVERGREEN: HOW DATA DRIVEN MARKETING ENGAGES CONSUMERS

The old saying, “What’s Old, Is New Again”, direct mail has been with us since before we were born. How are brands using data to ensure their creative and messaging engages their customers? What are they thinking as they develop their campaigns? What are the pitfalls they have experienced and how were they able to adjust?  

Host: Lois Brayfield
Chief Executive Officer J. Schmid
Presenter: Norman Quesnel
Assistant Marketing Manager Amica Insurance
View Presentation
2:30pm ADJOURN

Please stay for happy hour courtesy of American Express following the close