Data & Direct Marketing Committee Thought Leadership

The Data & Direct Marketing Committee brings together marketers and service providers focused on advancing best practices in data‑driven customer acquisition, retention, and loyalty across offline and online channels. Channel‑agnostic in scope, the committee explores how brands leverage data to optimize direct media — including mail, email, mobile, CTV, and emerging platforms — to deliver personalized, measurable customer experiences. Content produced by the committee, alongside updates from the Postal Advisory Council, shares practical guidance, case studies, and alerts on data quality, addressable media, attribution, postal developments, and regulatory issues shaping the direct marketing landscape.

Scaling Business through Data Driven Relationship Deepening
Conference Session Videos May 12, 2022
In this video, Ally Financial shared how the company uses behavioral data and relationship building to individualize the customer journey and cross-sell customers additional services.
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Industry Outlook for Advertising, Marketing, and Data 2022: Digital Shifts, Video Convergence, and a Continued Rally
Conference Session Videos March 23, 2022
In this video, hear what major forces are influencing current trends that give reason for optimism this year despite geopolitical and supply challenges based on an annual industry report from Winterberry Group.
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The Value of First-Party Data and Alternative IDs
Event Recaps March 23, 2022
Acxiom’s Linda Harrison shared insights into how brands can respond to the looming deprecation of third-party cookies.
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The Value of First-Party Data and Alternative IDs
Conference Session Videos March 23, 2022
In this video, Acxiom’s Linda Harrison shared insights into how brands can respond to the looming deprecation of third-party cookies.
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ANA Data & Direct Marketing Committee Meeting
Conference Session Videos November 10, 2021
In this video, hear from industry experts on the latest research into direct marketing and on how the lines between digital marketing and direct mail have blurred.
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“Dear John”…..”Dear Mr. Smith”….”Dear Friend” — Personalization Matters!
Event Recaps March 4, 2021
Chris Wyatt, managing director at wetlands conservation nonprofit Ducks Unlimited, discussed what personalization approaches could be implemented for nonprofits to acquire and cultivate a direct response program.
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Ten Human Behavior Hacks to Create Compelling Direct Marketing
Event Recaps March 4, 2021
Nancy Harhut, the chief creative officer at HBT Marketing, discussed techniques that drive customer and prospect behavior which can help brands improve their direct marketing campaigns.
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Collaborate or Forever Remain in the Silo
Event Recaps November 5, 2020
Matt Ryan, senior director of donor experience quality and operations at ALSAC/St. Jude Children's Research Hospital shared insights about the ins and outs along with the dos and don'ts of true data-driven omnichannel direct marketing.
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