New Challenges, New Opportunities

You’re most likely reading this newsletter at home, helping to minimize the spread of COVID-19. As you know, Alliant Associates have been working from home as well — and each of us hopes that you, your family, and your coworkers remain healthy.

We find that staying productive is one of the most effective ways to deal with the unavoidable inconveniences of coronavirus precautions. Working virtually, our team is fortunate to be fully capable of maintaining the pace of our business while working extra-hard to support our clients in any way they can. We hope that this has been your team’s experience too.

As we adapt to new challenges, please don’t hesitate to reach out to Alliant if there is any way we can support your business. It may be a simple request to change how we communicate with you while your access to printers or certain software is limited. Or perhaps this is a time to consider new ideas — this edition of InsightHub contains content from our team on Addressable TV and marketing for Lifetime Value — maybe this is the time to consider opportunities to add a new dimension to your marketing practice. 

Our team’s goal is to emerge from the crisis stronger than ever — and the best way for us to get there is to ensure that our Members are stronger too

Although the COVID-19 response has been difficult for businesses and families, we continue to believe that these setbacks are temporary. Our team’s goal is to emerge from the crisis stronger than ever — and the best way for us to get there is to ensure that our Members are stronger too.

We look forward to a swift return, with you, to normalcy.

Yours in Good Health,

JoAnne Monfradi Dunn
President & CEO

ABOUT JOANNE

President & Chief Executive Officer

JoAnne is the founder of Alliant – and the architect of our vision to deliver innovative consumer targeting solutions powered by the aggregated purchase transactions of multiple direct-to-consumer marketers.

A lifetime marketer, JoAnne’s career includes positions at Time Life, The Norman Rockwell Museum, and Mal Dunn Associates. She is a committed advocate for development of comprehensive data governance and security standards, and has a long history of industry service. She is also an expert baker.

Membership is a Journey, Not a Destination

The Holidays are a natural time to take stock of what took place this year and begin setting priorities for the year to come.

Among the many 2019 accomplishments logged by our team, increased engagement with DataHub Members ranks high on my gratitude list.

The goal of a marketing cooperative is to pool resources and create a deeper well for all Members to draw from. On the data front, the Alliant Team have made great strides with 20 new members introduced to the DataHub in 2019. Wins have also been accomplished in product innovation. Interest-based audiences, digital leadership and machine-learning capabilities are best in-class solutions that are generating value across our Membership.   

Our vision is to make the Alliant Customer Experience the gold standard in support for direct-to-consumer marketers.

But with all that’s been accomplished, we feel like we are just getting started. Our vision is to make the Alliant Customer Experience the gold standard in support for direct-to-consumer marketers.

What does that mean? In part it means increased communication and transparency. This newsletter is one small example of trying to share more insight from Alliant thought-leaders in areas like strategy, technology and compliance. We are also executing on initiatives to simplify solution development and improve quality.

Hopefully, you’ve already noticed some improvements — but more important, we want to know where else we can deliver more “wow” for you. Whether it’s more access to SMEs, new/different reporting or more time with your Account Executive. We want to hear from you.

The way we see it, we are the stewards of a Member-driven data community — and our mission is to make each Member’s marketing more successful. Working together, we can achieve more. So tell us where we can add more value to your business. It’s been a great year, in many ways, and I look forward to making 2020 even better together.

JoAnne Monfradi Dunn
President & CEO

ABOUT JOANNE

President & Chief Executive Officer

JoAnne is the founder of Alliant – and the architect of our vision to deliver innovative consumer targeting solutions powered by the aggregated purchase transactions of multiple direct-to-consumer marketers.

A lifetime marketer, JoAnne’s career includes positions at Time Life, The Norman Rockwell Museum, and Mal Dunn Associates. She is a committed advocate for development of comprehensive data governance and security standards, and has a long history of industry service. She is also an expert baker.

Planning for Success in 2020? Lean On Alliant.

Seems impossible, but Q4 is on the way. That means planning season here at Alliant — and most likely in your shop too. So as you think about your goals for 2020, consider this novel resolution: Plan on implementing the results of a Fall marketing test.

Sure, Fall is go-time — the time most marketers double-down on all of the good stuff they learned over the course of the year to spin gold in Q4. But that doesn’t mean you can’t look into new ideas to jump-start new growth for next year.

DataHub Members have built-in idea-storming partners in the form of Alliant AEs and SMEs. 

DataHub Members have built-in idea-storming partners in the form of Alliant AEs and SMEs. Fellow Members have learned – simply reach out for new profit-driving ideas in any marketing channel.

Here’s a sampling of some of the client test projects Alliant is currently working on for Q4 delivery:

  • Testing new Alliant Audience segments such as one of 120 new Product Propensities
  • House file segment testing with Alliant’s social-media driven interest profiles
  • Building and testing custom Alliant look-alike audience against the algorithm-driven audiences in Facebook or Google
  • Coop or response list segment expansion testing

Take a minute before the holiday rush to see if there is some new test strategy you can use to boost your estimates for 2020 planning. Alliant is sponsoring several events this fall – all great venues to brainstorm over coffee. Or give us a call! After all, what else are partners for?

JoAnne Monfradi Dunn
President & CEO

ABOUT JOANNE

President & Chief Executive Officer

JoAnne is the founder of Alliant – and the architect of our vision to deliver innovative consumer targeting solutions powered by the aggregated purchase transactions of multiple direct-to-consumer marketers.

A lifetime marketer, JoAnne’s career includes positions at Time Life, The Norman Rockwell Museum, and Mal Dunn Associates. She is a committed advocate for development of comprehensive data governance and security standards, and has a long history of industry service. She is also an expert baker.

A Team Approach to Regulatory Compliance

By now, everyone who relies on marketing data for business success understands that the rules are changing. Virtually every consumer-facing business needs to re-consider its obligations regarding consumers’ rights to transparency and choice  in using personal information.

At Alliant, we see compliance as a team sport.

We have been working diligently to prepare for Alliant’s obligations under the California Consumer Protection Act (CCPA) as well as other pending state laws ­— partnering with our peer marketing services provider organizations to develop industry standards for categorizing and reporting on data use for consumers requesting more information.

Our goal is to ensure that everyone in Alliant’s network has the information and tools needed to fully comply with CCPA

As we work to finalize definitions and create the processes required to address CCPA, our attention is now turning to DataHub Members and other partners. Our goal is to ensure that everyone in Alliant’s network has the information and tools needed to fully comply with CCPA — as well as new consumer transparency regulations that may follow.

Over the coming months, look for more information from Alliant on CCPA. Our team will be reaching out to answer any questions or concerns our Member organizations may have, and to identify areas where we can support your compliance efforts.

We believe that access to consumer data is a privilege, and we support efforts to educate consumers and lawmakers about the benefits of data-driven marketing. Working together, we can ensure that the entire data supply chain is secure, transparent, and compliant.

All the best,

JoAnne Monfradi Dunn
President & CEO

ABOUT JOANNE

President & Chief Executive Officer

JoAnne is the founder of Alliant – and the architect of our vision to deliver innovative consumer targeting solutions powered by the aggregated purchase transactions of multiple direct-to-consumer marketers.

A lifetime marketer, JoAnne’s career includes positions at Time Life, The Norman Rockwell Museum, and Mal Dunn Associates. She is a committed advocate for development of comprehensive data governance and security standards, and has a long history of industry service. She is also an expert baker.

Membership Has Its Privileges

Since its founding, Alliant has developed a strong symbiotic relationship with the people who entrust their data to us. Working together, we drive each other to deliver marketing success with continuing innovation in data-driven solutions.

We value this sense of community, and we give a lot of thought to ways we can enhance it. Alliant’s expanding role as a data partner and services provider to our community goes beyond what people normally think of as a data coop — to the point where we have dropped the term “coop contributor” in favor of “DataHub Member”.

What’s in a name? We think it sets the stage for a new way of thinking about data and strategy. And that’s the idea behind InsightHub. This is an exclusive opportunity for Members to see innovation at work at Alliant. Think of it as an idea machine: We hope it sets the stage for increased Member interaction and inspires new perspectives and creativity.

So enjoy! And please tell us what you think of this communication. After all, it is your community ‑ and your insight drives its mission.

All the best,

JoAnne Monfradi Dunn
President & CEO

ABOUT JOANNE

President & Chief Executive Officer

JoAnne is the founder of Alliant – and the architect of our vision to deliver innovative consumer targeting solutions powered by the aggregated purchase transactions of multiple direct-to-consumer marketers.

A lifetime marketer, JoAnne’s career includes positions at Time Life, The Norman Rockwell Museum, and Mal Dunn Associates. She is a committed advocate for development of comprehensive data governance and security standards, and has a long history of industry service. She is also an expert baker.