Data & Direct Marketing
This event is over.
ANA DATA & DIRECT MARKETING COMMITTEE MEETING
November 18, 2025 from 11:00AM ET – 1:30 PM ET (Virtual Only)
I. WELCOME & INTRODUCTIONS (11:00AM - 11:15 AM ET)
II. Maximizing Holiday Shopping Season: Creator Marketing Measurement Strategies That Drive Results (11:15 - 11:45 AM)
The holiday season creates unique challenges for both marketers and consumers—tight budgets, packed schedules, and overwhelming choice. Creator marketing programs offer a powerful solution, driving genuine intent and engagement by inspiring shoppers, reducing decision fatigue, and seamlessly guiding them from discovery through purchase.
But with so much at stake during this critical period, how can brands ensure they're implementing the right measurement strategies and extracting actionable insights for future campaigns? This session will equip brands with measurement best practices for creator-powered, results-driven campaigns that capture creators' distinctive role as purchase motivators during the holiday rush.
What You'll Learn:
• Creator-Led Impact Analysis: Evaluating audience sentiment, emotional response, message resonance, and creative effectiveness
• Intent and Purchase Behavior Tracking: Connecting upper-funnel engagement to down-funnel conversions and identifying key performance indicators that predict purchase intent
• Real-Time Performance Optimization: Leveraging live data to pivot strategy and maximize ROI while campaigns run
Speakers:
Paul Heithaus, Senior Insights and Measurement Director, Influencer
Dustin Gieselmann, Manager, Paid Media, The North Face
III. Sniffing Out the Right Audience: How Hill’s Pet Nutrition Finds Its Perfect Match (11:45 - 12:15 PM ET)
In today’s crowded media landscape, brands can’t just bark up any tree — they need to sniff out the right audience in the right environment. Hill’s Pet Nutrition has refined its approach to do just that, using precision targeting to connect with pet owners while still unleashing the power of TV for maximum impact.
Speakers:
Joe Keating, Senior Director of Analytics, Hill's Pet Nutrition
Tarang Jain, Director, US Media, Hill's Pet Nutrition
IV. From Data to Human Insight: Breaking Down Silos with Story-Driven Creativity (12:15 - 12:55 PM ET)
The challenge for today’s marketers is learning how to translate research and segmentation into insights that actually inspire action. Attendees will learn how to bridge the gap between analytics and emotion, proving that creativity informed by data is what truly unites omnichannel campaigns. Through case studies with Moore & Giles and Weissman, J. Schmid will share how a single human insight transformed brand strategy, broke down silos, and aligned every touchpoint around a cohesive story. From “distinctiveness” in luxury leather goods to “devotion” in dance apparel, you’ll see how the right message—rooted in research but elevated by creativity—becomes a rallying cry that carries across every channel. If you’re struggling with fractured campaigns, competing priorities, or endless dashboards that don’t tell a story, this session will give you a new framework: connect the data, find the human truth, and let creativity do the heavy lifting.
Speaker:
Brent Niemuth, President & Chief Creative Officer, J. Schmid
V. Amplifying Creativity with AI & Connected Data (12:55 - 1:25 PM ET)
Brand breakthroughs happen when creativity is powered by connected identity and data. This session explores how AI and data quality work together to amplify human creativity, helping marketers elevate design and audience engagement to create experiences that are both imaginative and deeply relevant.
What You’ll Learn:
• AI as a Creative Multiplier: AI accelerates every stage of the creative process, amplifying imagination rather than replacing it.
• The New Creative Mindset: Curiosity, experimentation, and fast learning lead to new creative advantages.
• Recipe for Scaling Creativity: True orchestration requires AI agents powered by a coherent data backbone.
• The Human Edge: Balancing data precision with human imagination creates experiences that feel deeply human.
Speakers:
Andres Ordoñez, Global Chief Creative Officer, FCB
Graham Wilkinson, Chief AI and Innovation Officer, Acxiom
VI. CLOSING REMARKS (1:25PM - 1:30 PM ET)