Data & Direct Marketing

ANA DATA & DIRECT MARKETING COMMITTEE MEETING
December 16, 2026 from 11:00AM ET – 1:00 PM ET (Virtual Only)

Welcome & Introductions 
Tina Jordan, Vice President, Data Excellence & Privacy, Association of National Advertisers

I. PREDICTING BEHAVIORAL NEXT-GEN AUDIENCE SEGMENTATION THAT DRIVES LIFELONG ENGAGEMENT

In mission-driven organizations, the goal isn’t just conversion — it’s commitment. Yet traditional segmentation models built for transactions often fail when the desired behavior is voluntary, recurring, and deeply personal.

In this session, Suzanne Joiner, VP of Marketing at Vitalant, shares how her team modernizes audience targeting to motivate action,, balancing empathy, urgency, and data science. Attendees will learn how advanced segmentation, behavioral signals, and lifecycle intelligence can transform one-time responders into long-term advocates — even in moments of crisis demand.

You’ll walk away with a practical framework for:

• Moving beyond demographics to motivation-based segmentation
• Identifying readiness-to-act signals using behavioral and contextual data
• Designing messaging that adapts to urgency without eroding trust
• Building retention strategies that outperform acquisition
• Applying nonprofit engagement lessons to commercial customer loyalty

Whether you market products, services, or causes, this session demonstrates how smarter targeting doesn’t just improve performance — it strengthens relationships and sustains growth.

Speakers:
Suzanne M. Joiner, Vice President, Marketing, Vitalant
William Niespodzinski, Director, Marketing Operations, Vitalant

II. INSIGHTS THAT DRIVE RESULTS: REINVENTING DIRECT CHANNELS IN A DATA-FIRST MARKETING WORLD

In today’s increasingly competitive landscape, top marketers are expected to harness data not just to target audiences, but to create seamless, measurable engagement journeys across channels. In this session, Cathy Liebrock — a seasoned leader in direct mail operations and data-driven communications — peels back the layers on how pioneering marketers are rethinking traditional outreach to meet modern consumer expectations.

Learn how to:

• Translate first- and zero-party data into meaningful segmentation that fuels both direct and digital channels
• Build integrated campaign strategies that align direct mail, email, and other engagement touchpoints with real business metrics
• Measure the impact of cross-channel initiatives with a focus on attribution, lifetime value, and incremental lift
• Align creative and analytics teams around shared performance goals

Attendees will walk away with practical frameworks and real-world examples that prove traditional channels like direct mail still thrive when energized by strong data strategy and analytics.

Speaker:
Cathy Leibrock, Director, Direct Mail Operations, AAA Life Insurance Company