Data & Direct Marketing Committee Thought Leadership

As AI agent shoppers reshape buying decisions, marketers must rethink loyalty and personalization — optimizing machine-readable signals, behavioral data, and agile activation to stay visible and relevant.

The ANA and Demand Metric shared an exclusive look at the latest findings from Impact Pulse, diving deep into the performance benchmarks that define direct mail excellence.

During a session at a June 2025 ANA Data and Direct Marketing Committee meeting, American Express and RAPP discussed their blueprint for innovating direct mail.

Resonate's David Huffman explored how AI-powered custom data modeling can be used to optimize conversion through multichannel applications, including direct marketing.

Despite rising costs and digital alternatives, direct mail remains a vital $37.3 billion marketing channel, with brands investing in innovative approaches to measurement, personalization, and omnichannel integration to drive performance.

Road Scholar, a travel nonprofit, utilized a diversified media portfolio to engage older audiences.

Summer Hahnlen from Lob shared results from the 2024 State of Direct Mail survey about companies’ recent and future mail volumes and uses of direct mail.

AARP, the nonprofit organization that empowers people to choose how they live as they age, segments its over-50 consumer segment so advertisers can efficiently and effectively reach this audience which is growing, spending more, and has diverse needs and interests that are often overlooked by businesses.

Miriam Kalaev from Everyday Health Group Pregnancy & Parenting, shared how to connect with moms precisely and at scale amid looming challenges like cookie depreciation, stricter privacy regulations, and an increasing reliance on zero- and first-party data.

MNTN shared best practices on how brands can optimize creative on connected TV to differentiate themselves and fuel durable growth.

Winterberry Group shared research that sheds light on the industry’s relative level of analytics maturity.

Donna Belardi, chairman of and CEO at Belardi Wong, provided an overview of why DTC brands are re-focusing their efforts on direct mail and examples of brands that have leveraged the channel to achieve impressive business results.

Lauren Ackerman from creative and branding agency J.Schmid shared data insights related to customer loyalty and translated them to marketing tactics.

In this session, Moore shared how getting a holistic view of attribution can help nonprofits reach younger donors.

In this session, Quad, a commercial printing, marketing strategy, and management services company, shared five direct mail trends emerging in 2023.

ASICS shared different ways brands handle online out-of-stock SKUs and how the company improved its customer retention and conversion rate by notifying consumers when out-of-stock products are available.

When it comes to making marketing decisions, data insights have proven that making a true human connection based on emotions is far more effective than relying on data and logic alone.

Oracle shares insights on emerging consumer expectations and explores opportunities to evolve data-driven strategies to fuel personalized marketing strategies.

In this video, Oracle shares insights on emerging consumer expectations and explores opportunities to evolve data-driven strategies to fuel personalized marketing strategies.

Ally Financial shared how the company uses behavioral data and relationship building to individualize the customer journey and cross-sell customers additional services.