Optimizing Your Data-Driven Direct Marketing Strategy, Hosted by American Express

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Are your customer interactions unified and seamless throughout the omnichannel marketing journey: online, through social media, emails, on mobile, as well print or in-store? Consumers script their own journeys and expect synchronized touchpoints across multiple channels. Response rates and ROI matter to your bottom line. So your data and direct marketing strategy must harness its potential.

This year’s annual Data & Direct Marketing Virtual Half-Day Conference, hosted by American Express, will address:
- How brands are attracting customers through the combination of online and offline distribution mechanisms;
- How new consumer privacy laws, accountability, and compliance impact direct marketing, inclusive of the evolving landscape of identifiers; and,
- The critical role of quality data segmentation and subsequent multi-stage marketing mix methodologies

Innovations in omnichannel marketing, emerging technologies, optimal creative techniques, and postal regulations also will be addressed, with relevant case studies presented. Learn how data and direct marketing methodologies play a mission-critical important role to drive the success of your business objectives.

Agenda

TIME	EVENT DETAILS	LOCATION
Friday, September 9, 2022
11:00am - 11:05am	WELCOME REMARKS Tina Jordan Senior Director, Data & Analytics Practice ANA
11:05am - 11:49am	LEVERAGING DATA TO BUILD AND OPTIMIZE YOUR SEO STRATEGY Utilizing the power of data to power SEO recommendations is mission critical in today’s constantly evolving and crowded virtual environment. By applying advanced data practices, American Express has vastly improved its digital experiences, as well as its recommendations to marketing and development teams. That includes optimizing first party data, building custom solutions, and bringing analytics in house to provide a better working SEO model. Peter Kalliney Director , Product Development Enterprise Marketing Platforms & Solutions American Express Vaibhav Gupta Director, Digital Platform Analytics & MIS American Express View Event Recap and Related Materials
11:49am - 12:26pm	CHANNEL FIRST TO AUDIENCE FIRST OMNICHANNEL MARKETING: THE NATURE CONSERVANCY'S BUILD OUR OWN APPROACH The Nature Conservancy, the nation’s largest nonprofit conservation organization, has embarked on moving from “Channel-First” to “Audience-First” marketing, by building out its own, organic data analytics capabilities. This includes technological marketing automation, staffing, and a holistic mindset to create a better ‘machine’ that improves modeling and audience segmentation, and provides relevant content through multiple channels (digital, email, print and direct mail advertising). ROI includes growing the TNC member base and driving more revenue. TNC shares its journey to the new world, including its learnings and future plans. David Strauss Director, Global Membership The Nature Conservancy View Event Recap and Related Materials
12:26pm - 12:50pm	HOW MEDIACOM'S AND WALGREENS LEVERAGED DATA TO BUILD VACCINE TRUST: THE VACCINE READINESS MODEL CASE STUDY Building trust in a COVID-19 vaccine during an era of uncertainty is an award- winning advocacy effort. It is no wonder why MediaCom won this year’s ECHO Marketing Data Strategy of the Year award doing just that. Learn the behind-the-scenes data strategy behind the rollout of its Walgreens Vaccine Readiness Model, and how the agency leveraged data to identify, and even predict the drive for vaccine appointments, manage misinformation in the marketplace, and meet fluctuating demands, based on changes to individual mindsets and changes in COVID cases by geography including compiling data on behavioral, cultural and mindset factors affecting vaccine uptake across the U.S. Mebrulin Francisco Global Head of Audience & Data Enablement MediaCom Jennie Peelle Senior Director, Media Strategy & Planning Walgreens View Event Recap
12:50pm - 1:19pm	MOVING FROM 3RD PARTY TO 1ST PARTY DATA: HOW IT AFFECTS YOUR BUSINESS, THE DATA STRATEGIES TO IMPLEMENT, AND THE IMPORTANCE OF MAIL DATA INTEGRATION Amidst privacy concerns, regulatory laws, and third-party cookie data loss, marketers face challenges when trying to track and understand buyer behavior. To successfully reach, connect with, and convert customers, it is imperative that marketers think outside the box. They must incorporate new, affordable 1st party data sources in order to attract new customers while also building long-lasting relationships with existing customers. Often overlooked, 1st party mail data collection and integration opportunities can be extremely useful in providing marketers with richer customer profiles in omnichannel marketing campaigns. This presentation speaks to this monumental shift, the importance of 1st party data, what should be collected, and how 1st party data can best support your marketing objectives and business overall. Joseph Boyce Vice President, Account Director MRM McCann in partnership with USPS View Event Recap and Related Materials
1:19pm - 1:38pm	HOW HOME DEPOT LEVERAGES DATA SCIENCE TO PERSONALIZE CUSTOMER EXPERIENCES ACROSS CHANNELS For marketers, data has always been the essential tool used to make critical decisions that impact their businesses. As our hyperconnected world continues to advance, it has become a simple task to track every action a customer makes. With this wealth of data at marketers fingertips, it can become overwhelming to try and analyze and convert that information into meaningful insights. If marketers can reveal the metrics and KPIS that are actionable and most effective to their businesses, they can turn their data overload into usable insights that can be used to shape future campaigns. Vrishali Bhandare Data Science Manager Home Depot Janice Benicky Manager, Audience Marketing Home Depot Tyler Kimbrough Manager, Audience Marketing Home Depot
1:38pm - 1:43pm	CLOSING REMARKS Tina Jordan Senior Director, Data & 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.