Highlights From ANA Data Practice Leadership

Learn how generative AI search works, how it differs from SEO, and discover the seven essential strategies to improve brand visibility and discoverability across ChatGPT, Perplexity, Claude, Google AI Overviews and other AI search systems.

This playbook covers three topics related to data and AI: data quality preparation for AI, experimentation data with AI, and preparing and cultivating real and synthetic data for AI.

Mark Kanner of UnitedHealthcare discussed how the company balances data-driven insights with business context to guide smarter decision-making.

Our world is awash in data, and this deluge shows no signs of slowing. This session explored the critical role of data governance in empowering AI and analytics.

Mastercard explored how marketers can rethink their role in the evolving landscape of data and AI governance, highlighting the importance of trust, collaboration, and values-driven innovation.

As personalization grows more complex in a privacy-first world, Lowe’s is doubling down on its loyalty ecosystem strategy to capture and use first-party data to drive both scale and speed. Amanda Bailey offered a practical look at how the retailer is differentiating its value proposition and experience to stay ahead of shifting customer expectations and data regulations.

In this video from a session at the ANA’s 2025 Masters of Data Conference, Matt Brooks of insurance provider Nationwide laid out the standards that organizations should hold their data to as a first step toward AI-readiness.

In this report, the ANA introduces the ANA Data Solutions Framework, the definitive portfolio of data solutions for marketers. This portfolio of data solutions covers the critical data strategies marketers need now to be successful.

The primary objective of this report is to share benchmark data for media performance with the data-driven marketing community. Where possible, the data from this research study is presented in individual segments so that marketers can compare their performance against similar business types.

The ANA's 2025 B2B Data and Analytics Playbook tackles today’s most urgent challenges — hidden buyer dynamics, sales-marketing disconnects, and post-sale retention — with practical frameworks, AI-ready models, and insights into how data can fuel smarter strategies across the funnel.

Companies are going to great lengths to treat their data like any other valuable asset that the company owns, putting in place processes to ensure data security and privacy. This playbook defines first-party data and makes recommendations for what to collect and how to collect it.

This compendium of data clean room use cases builds on the knowledge from ANA's “Ultimate Playbook for Data Clean Rooms,” giving marketers a convenient summary of the main reasons marketers use data clean rooms.

Data clean rooms provide companies a secure and controlled environment to bring data together in a collaboration exercise for an analysis of a consolidated data set. Data clean rooms have a long way to go until they reach mass adoption by client-side marketing companies. This playbook is intended to close this gap.

ANA's Data Excellence and Privacy Practice's Data Visualization Playbook aims to equip marketers and practitioners with practical techniques and best practices to harness the full potential of data visualization.