Happy Spring!

After what felt like a long winter, a change of season brings new life, growth, and exploration. To support the growth of our DataHub Member community in unprecedented times, Alliant has invested in research with the Winterberry Group, diving deep into collaborative data solutions and how they will help shape next frontier of data-driven marketing.

If you have not already signed up, please join us, this Thursday, April 1st for an exclusive Member Webinar featuring Winterberry’s Managing Partner, Bruce Biegel. Bruce will be joined by Kurt Kendall, Chief Data Officer from longtime DataHub Member, Publishers Clearing House, and Alliant experts Donna Hamilton and Matt Frattaroli. Together their conversation will illuminate how your DataHub Membership places you a step ahead of many brands, and introduce ideas on how you can develop more collaborative data strategies within your existing partnerships.

This is a not to be missed event, and Alliant is buying lunch. Register now to secure attendance and your lunch delivery code. 

We hope to see you all there on Thursday and I personally look forward to checking in again in Q2 when we expect even more collaborative innovation to have sprung up.

As always, please contact me directly if there is anything I/we can do to support your business initiatives.

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.

Welcome to the Season of Big Ideas

The Holiday season is a natural time to count blessings, give thanks and plan for the future. With the unbelievable challenges in 2020, many of us are probably more focused on looking ahead rather than looking back. Yet, as a marketer contemplating the lengthening shadows of 2020, it makes sense to revisit the lessons learned over the year — and consider how they might form the foundation for 2021.

We can all agree, consumer behavior has changed — and many of those changes are likely to be with us for some time. You know the trends: more time at home; more time to consume media in every channel; and more time and money being spent on creature comforts.

Our careful assessment of new-to-file additions to the DataHub confirms these trends and helps steer the ship for 2021. Destination: multichannel mastery.

An important DataHub observation was an increase in orders and new customer acquisition across email, internet, TV and even direct mail (when it was sent), in some cases up 117% from 2019. Our takeaway? Establishing a diverse, integrated and nimble channel mix is more valuable than ever.  As a DataHub Member, you have unique access to enrich your hard-earned data and audiences to reach consumers in any channel, improving ROI on Membership. If you are only focusing on one channel, you are missing out.  

Plan now to integrate your multichannel strategy, aligning multi-use creative, messaging and targeted audiences. Consider your Alliant AE or Sales Executive as a partner on this journey. They can help you survey your data, scope the opportunity, structure a test and put measurement mechanisms in place. Once you start seeing new customers from that channel, we will integrate that feed into the DataHub, helping to monitor and optimize this new channel.

The Alliant team has been truly humbled and honored to partner with you this year. We are full of creative ideas to help you grow your business in 2021 and look forward to the innovative solutions we will develop together.

It is the beginning of a beautiful New Year.

Wishing you Prosperity and Health for 2021,

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.

Adapting to the New Normal

One interesting observation I’ve heard about COVID-19’s impact on our lives and businesses is the accelerated adoption of new “norms” that otherwise might take five to ten years to come about naturally.

The rapid shift to remote work and tele-learning are two obvious examples. The surge in food delivery and media subscriptions — as we’ve observed in our own DataHub — is another powerful signal.

No doubt you have other examples from your own experience. Love it or hate it, we have no choice but to incorporate rapid change into our lives and our businesses. And while change is nothing new in the marketing industry, it is coming at us faster than ever.

If you look at it through the right lens, that spells opportunity.

The content of this newsletter illustrates some of the ways our organization embraces change so that we can better serve yours. Thought-leadership in data governance and our rapid adoption of machine learning (“with caveats”), are two examples of racing toward the future. Other initiatives include expanding Alliant’s identity map, and innovating new ways to reach audiences traditional targeting may miss.

Alliant is constantly asking how we can be ahead of where our clients need to be. In that conversation, DataHub Members are our most valuable resource. By the time you read this, you should have received a new Member Survey from us. We hope you will make time to provide us with your insights on how Alliant can continue to support your success.

Wishing you Continued 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.

What Comes Next?

On behalf of everyone at Alliant, we hope this message finds you, your family and your teams faring well and looking ahead to brighter days. Like us, you are probably beginning to grapple seriously with the question of “What’s Next?”

Is it time to reopen offices? What do customers need from us? Is our marketing striking the right tone with prospects? What has changed forever — and what will remain the same?

Rest assured, you are not alone. At Alliant, our focus is squarely on meeting the marketing needs of DataHub Members. We now have transactional data from well over 500 consumer brands. And while we are proud of our solutions, we recognize — especially in this new world — that a responsive and timely audience strategy is more important for our Members than ever before.

To that end, Alliant will soon deploy a survey to help asses our impact on cooperative Members — and how we can continue to deliver more value across channels.

I hope this issue of InsightHub will give you broader view of the scope of Alliant’s services to your organization. We continue to make strategic investments in our people, data, technology and data governance — please see the announcement our IAB certification for transparent data practices — and challenge ourselves to better put these assets to work for you.

The COVID “pause” has put enormous stress on our society and our businesses. Just as surely it offers an opportunity for marketing leaders to assess new ways to accelerate their organization’s progress.

For our part, we look forward to evolving our role as an innovative data partner to responsible marketers — and earning an opportunity to continue adding value to our relationship with you.

Be well and stay well,

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.

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.

A Tribute to Greg Dunn

A Tribute to Greg Dunn

Remembering Alliant Co-Founder and CFO

This September the Alliant team suffered the sudden loss of Co-Founder and CFO, Greg Dunn.  Greg was a true Renaissance man and entrepreneur — his worldly outlook and creative approach to problem solving was a driving force in Alliant’s success. While our hearts are heavy with loss, his impact on our story is profound, and we are forever grateful.

Greg was a graduate of Clark University in Worcester, MA receiving his BA in Political Science. He later completed all but his dissertation for a PhD on Childhood Education at SUNY Albany. Greg had an unquenchable thirst for knowledge, taking music and art classes, teaching himself Spanish and devouring books on every topic from woodworking to business strategy and Buddhism. In recent years he continued his creative pursuits: writing, painting and sculpture, and he became deeply invested in his practice of yoga.

Greg and JoAnne – Alliant Holiday Party 2018

Greg began his extensive career with his family’s pioneering list management and brokerage company, Mal Dunn Associates. He later owned and operated a restoration construction company.  When his wife JoAnne began to simmer with the beginnings of Alliant, they assembled a team, often gathered around their kitchen table.  Rick Witsell, founding team member and current SVP of Communications, remembers that time fondly, “Greg was at his best. He was passionate about the business and totally engaged. This was the time I first experienced Greg’s wicked sense of humor and his intense loyalty for JoAnne. He loved the idea of Alliant. He knew we were onto something good.”

In his role as CFO Greg never wasted resources, but when something needed doing, he was fearless.  A true believer in “go big or go home”, Greg supported key technology initiatives at Alliant — Alliant’s real-time platforms, the Hadoop environment, our analytic systems. He was a masterful businessman, and his superpower was the art of negotiation. Greg understood the motivations of our partners and could articulate Alliant’s interests clearly, calmly and persistently. He ensured that both camps were partners and not adversaries.

The people side of the business really made Greg shine.  He loved the Alliant team. Over the years he developed many genuine friendships at Alliant. As Greg and JoAnne’s daughter, I often joked that Alliant was like another sibling. Greg and JoAnne treat the team like family and their sincere care and interest for others is a cornerstone of Alliant culture.  So inspired by what they built, I decided to join the Alliant team in the spring of 2019.  It was a true blessing to work alongside my father for these last few months.

Greg was a brilliant man with a big heart and a genuine wit. He encouraged all around him – his family, friends, colleagues and especially children – to explore and question, be kind and curious, measure twice – cut once. And anyone who was ever a part of the Alliant team is going to deeply miss his kindness and laughter.

ABOUT THE AUTHOR

Kaitlin Dunn, Director of Marketing

Kaitlin leads the Marketing and Creative teams at Alliant, supporting sales and product in communicating what we do and how we do it.  Kaitlin’s career includes managing acquisition for Martha Stewart Living magazine and Director of Marketing, Merchandising.  After working in some of the country’s best restaurants and honing her hospitality skills, Kaitlin joined the Alliant team in March of 2019. She graduated from Franklin and Marshall with a double major in Art History and Business and has an Associate’s Degree in Culinary Arts from the Culinary Institute of America.  She attributes her deep love of art and sushi to her father.