Breaking Silos: Leaning Into Data For True Omnichannel Success Hosted by American Express

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In today’s complex marketing landscape, achieving true omnichannel integration remains elusive. Channels often operate in silos, competing for credit and conducting isolated tests lacking cohesion for impactful insights. At the same time, advancements in AI and martech, and the rise of retail and media networks are transforming how data is activated, optimized, and scaled across the customer journey. This forum will explore the challenges of unifying data-driven and AI-powered marketing across diverse platforms. Together, we’ll uncover principles for seamless omnichannel execution, including:

1. Overcoming operational silos and fostering collaboration across channels.

2. Ensuring consistent messaging and personalization that resonates across touchpoints.

3. Implementing unbiased, cross-channel AB testing to accurately measure incrementality.

4. Leveraging continuous, AI and martech-enabled optimization strategies to refine targeting, engagement, and performance in direct mail, media networks, and beyond.

Agenda

TIME	EVENT DETAILS	LOCATION
Thursday, October 9, 2025
8:30am - 9:30am	REGISTRATION & NETWORKING BREAKFAST
9:30am - 9:45am	WELCOME REMARKS Louise C Obrien VP-Marketing • Ent Comms MarTech Experiences American Express Tina Jordan Vice President, Data Excellence & Privacy Practice Association of National Advertisers
9:45am - 10:20am	SCALING INNOVATION WITH GEN AI: AMERICAN EXPRESS’S BLUEPRINT FOR MARKETING TRANSFORMATION Discover how American Express is harnessing the power of generative AI to revolutionize marketing operations, enhance compliance, and accelerate speed to market. Kirsten Salah, Vice President of Amex shares insights from Amex’s two-year journey guided by its Gen AI Council, including the deployment of AI-powered tools across travel concierge services, software development, and creative content workflows. Learn how Amex built a scalable AI foundation through governance, compliance, and centralized content systems—driving measurable gains in efficiency, personalization, and engagement across a global enterprise Kirsten Saleh VP-Marketing • Ent Comms MarTech Experiences Vice President American Express View Presentation
10:20am - 10:55am	TUNING INTO DATA: HOW AUDIBLE IS AMPLIFYING DISCOVERY THROUGH AI In today's fragmented digital landscape, data is the compass guiding consumers to their best experience. It is the difference between good and exceptional customer experiences, and success lies in how organizations orchestrate their data strategies across touchpoints. Join Sue Shlapakovsky, Audible’s Head of Product Science, Discovery and MarTech, as she shares how Audible has built a unified approach to data-driven personalization that transcends traditional channel boundaries. Through the lens of automation and Maven, Audible's AI-powered search and recommendation engine, Sue will share insights into establishing cross-functional collaboration between data science, engineering, marketing, and product teams that accelerates innovation while maintaining customer-centricity. This session will explore practical approaches to breaking down data silos, balancing AI and human expertise, and measuring personalization impact across the customer journey, essential knowledge for technologists and marketers looking to transform their organization's approach to omnichannel excellence. Sue Shlapakovsky Head of Product Science, Discovery and MarTech Audible
10:55am - 11:20am	FROM DATA TO HUMAN INSIGHT: BUILDING SYSTEMS THAT POWER OMNICHANNEL SUCCESS Marketers don’t just need more data, they need meaning. Omnichannel strategies often stall when insights are fragmented or when AI tools deliver generic outputs. The next wave of growth comes from building systems that connect human understanding to every decision, creating experiences that feel personal and actionable. In this session, GWI’s Laura Connell will share how to close the gap between data and action, reframe insights as the connective tissue across channels, and strengthen AI adoption by grounding it in human truth. Attendees will gain practical ideas for scaling personalization and turning consumer data into real business impact. Key Takeaways: Make insights part of everyday workflows so they drive consistent customer experiences Use human insight to improve the quality and relevance of AI outputs Build frameworks that turn statistical data into actions that matter for the business Laura Connell Senior Consumer Consultant Manager GWI View Event Recap
11:20am - 11:40am	BREAK
11:40am - 12:15pm	DATA IN CONCERT: HARMONIZING INSIGHTS FOR OMNICHANNEL ENGAGEMENT In today’s complex marketing ecosystem, delivering a true omnichannel experience hinges on the ability to lean deeply into enterprise data. But many organizations still operate in silos—fragmenting customer insights, slowing activation, and limiting personalization. This session offers a strategic blueprint for transforming data into a unifying force across channels. She’ll explore how brands can shift from reactive analytics to proactive insight generation—driving cohesive customer experiences, measurable performance, and real-time adaptability. Key Takeaways: Lean into Data as a Strategic Asset: Build data practices that fuel customer understanding and omnichannel relevance—moving beyond surface-level metrics. Break Down Operational Silos: Foster alignment between marketing, analytics, and technology teams to unify messaging, targeting, and measurement. Activate Insights in Real Time: Develop systems that support rapid testing, learning, and personalization across the customer journey. Design for Reusability and Scale: Use data product thinking to create modular, trustworthy insights that power consistent activation across platforms. Measure What Matters: Implement frameworks that attribute value across touchpoints, not just within channels—ensuring the full customer journey is understood and optimized Keerti Purohit Executive Director of Data Strategy Analytics Verizon View Presentation
12:15pm - 12:50pm	PERSONALIZATION IS BROKEN: SMARTER DATA ACTIVATION CAN FIX IT Marketers talk about personalization, yet most campaigns barely scratch the surface, relying on retargeting and lookalike modeling instead of a true understanding of the consumer. In this session, industry expert John Puterbaugh, Ph.D., VP of Advanced Media & Innovation at Quad, will be joined by Brian Pugh, Director of Customer Loyalty at Meijer, to explore why personalization efforts fall short without the right activation strategies. Together, they’ll share how brands can unlock deeper, more dynamic consumer engagement by leveraging smarter, passion-based and behavior-driven data. John Puterbaugh, Ph.D. VP of Advanced Media and Innovation Quad Brian Pugh Director of Customer Loyalty Meijer
12:50pm - 1:50pm	LUNCH
1:50pm - 2:20pm	DELIVERING PERFORMANCE IN THE ERA OF AI: THE FUTURE OF DIRECT MAIL IN AN OMNICHANNEL WORLD Brands in the U.S. will spend nearly $40 billion this year to support their direct mail efforts. But with marketers facing intense pressure to generate higher returns from every dollar of investment—and new technology threatening to disrupt long-established approaches to planning and executing marketing programs—how is the channel’s role likely to evolve in the future? How should brands be orchestrating an ideal role for direct mail in the “omnichannel” mix? And what innovations are leading them to generate new kinds of value from the mail channel? Jonathan Margulies will address those questions and others while he reviews key findings from Winterberry Group’s annual Delivering Performance research series. Jonathan Margulies Managing Partner Winterberry Group View Presentation
2:20pm - 2:50pm	MEASURING THE POWER OF OMNICHANNEL VIA DIRECT MAIL In today’s landscape, marketers are expected to do more with less while still crafting meaningful and measurable impact across multiple touchpoints. Research has proven that direct mail has the power to engage across the customer journey, and when mail is combined with technologies such as Informed Delivery, it transforms into a powerful tool that grants users a 3-touch experience. In this session see how marketers can use mail to elevate campaign performance, enhance attribution, and prove the value of direct mail with research based integrated marketing approaches. Sheila Holman Vice President, Marketing United States Postal Service View Presentation
2:50pm - 3:25pm	ACROSS THE TRAVELER JOURNEY: DATA-DRIVEN STRATEGIES FOR OMNICHANNEL LOYALTY & MEDIA GROWTH United Airlines is combining MileagePlus, its 44 year old loyalty program, and Kinective Media, its new media platform, to transform how data powers customer engagement across channels. In this session, you’ll hear how United is expanding partnerships, reimagining its MileagePlus program, and building a connected ecosystem that delivers value for both travelers and partners. The discussion will focus on breaking down silos, leaning into data, and scaling omnichannel strategies for long-term growth. What You’ll Learn: How United is unifying media, loyalty, and data for omnichannel impact. Strategies for revitalizing loyalty ecosystems to deepen engagement and extend customer touchpoints. Approaches to cross-functional alignment and partner collaboration that drive measurable growth. Khatidja Ajania Director of Strategic Partnerships United Airlines Mileage Plus
3:25pm - 3:30pm	CLOSING REMARKS
3:30pm - 5:00pm	NETWORKING RECEPTION

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.