Virtual Conference: Data & Analytics


10:00 am - 10:45 am

Opening Keynote: The Data-Driven Way to Win Customers’ Hearts

The marketing approach of most businesses is short-sighted—focusing too heavily on the point-of-purchase, and trying too hard to understand what everyone likes, rather than identifying and serving their best customers. But success doesn’t come from trying to appeal to everyone; in fact, 80% of revenue comes from cultivating 20% of the customer base. When it comes to driving profitable growth in the long-term, customer lifetime value can no longer be ignored.

In his debut book Converted, Neil Hoyne asks: what if you establish your business around long-term relationships with customers, using data to understand who the best customers are and what they want to buy, and then building around them? This accompanying talk shows you how to do just that, starting by shifting away from a transactional mindset to a relationship-based one. With a new mindset, you can begin to gather, interpret, and use data to grow the bottom line in a different way, says Hoyne.

Clear, non-technical, and filled with sharp insights gleaned from Hoyne’s decades of work in the field, this presentation is for anyone looking for a growth strategy that will propel their business forward with unambiguous results.

Neil Hoyne

Chief Strategist for Data & Measurement, Google

10:20 am - 10:50 am

Marketing in a Downturn: Practical Strategies for a Powerful CX

In today’s financial climate, marketers and consumers are expected to do more with less. That said, it’s crucial that your campaigns aren’t tone-deaf and that you’re not only getting the most value for your marketing spend, but you’re also providing the most value to your customers. So how do we do that? Tune in to this insightful session with Tealium’s CMO, Heidi Bullock, to learn how to more effectively allocate your marketing spend and show your customers that you genuinely care.

You’ll also learn critical strategies like:

  • How to reduce marketing spend with a first-party data strategy
  • Ways to add more value to the customer journey without increasing costs
  • -Tips for expressing authenticity and better aligning business values with marketing messaging.

Heidi Bullock

CMO, Tealium

11:25 am - 11:55 am

The Data Cloud Is Your Most Powerful Marketing Tool

Marketers are tired of struggling to unlock insights from scattered data sources. With the Data Cloud, marketers can eliminate data silos, leverage advanced data science capabilities, and optimize marketing efficiency with modern applications from Snowflake’s partner ecosystem, ultimately resulting in personalized campaigns and increased revenue.

Join Snowflake’s Lourenço Mello in this session to learn about:

  • The unparalleled power of the Data Cloud in modern marketing
  • Modern marketing strategies from leading organizations
  • How Snowflake is using the Data Cloud internally to optimize its own marketing efforts

Lourenço Mello

Product Marketing Solutions, Snowflake

12:00 pm - 12:30 pm

Connecting With Your Customers Through Personalization & Experimentation

Customers have so many choices today and businesses are changing at an accelerating pace. It’s critical to meet customers where they are (mobile, in-store, etc.) and provide a connected, relevant and personalized experience to build trust with your brand. Being able to experiment at scale across omnichannel experiences helps refine strategies and ensure customers (and businesses) are meeting expectations. We will discuss the value of personalization and incorporating a digital experimentation approach into your workstream to validate decisions and drive growth.

Tina Nelson

Director, Product Evangelist, Optimizely


10:00 am - 10:45 am

Keynote: Metrics that Matter: Demonstrating Marketing’s Impact to Business Outcomes

Marketers are expert storytellers. We are the best at telling our company’s story to the outside world and we know how to collect, interpret, and shape a narrative from market data so our story is relatable, relevant and inspires action.

Marketers are also historically bad storytellers when it comes to telling OUR story and the impact we make. We often struggle to capture and interpret the right data and deliver insights in terms our internal audience can understand, relate to, and believe in.

Leslie will explore some of the most common challenges marketers have when it comes to demonstrating business impact and coach you on how to avoid the most common challenges and stakeholder biases with practical, proven ways to show marketing’s impact.

Key takeaways:

  • Be inspired to harness your data-driven story-telling superpower to demonstrate the impact of marketing in real business terms.
  • Learn how simplifying the metrics you focus on, and shifting to an “in this together” approach will completely change the conversation with sales and executives.
  • Get a framework for establishing key marketing metrics that ladder up to real business outcomes – from tactical to strategic (and the most important things in between).

Leslie Alore

Global Vice President, Growth Marketing, Ivanti

10:50 am - 11:20 am

Maximize Your ABM Strategy with Event Data

Events are a critical component of your ABM strategy. Not only are they the best channel at building deep engagement and connections, but they are FULL of actionable, first-party data for each attendee. Data that you can use to drive hyper-personalized experiences across your buyer and customer journeys. And what happens when you strategically add event data into your ABM program? You unlock a goldmine.

Join this webinar with Cvent’s Vice President of Demand Generation, Myllisa Patterson, and the Vice President of Sales, Alex Rolfe, as they discuss how to:

  • Design unique event and attendee experiences with ABM in mind
  • Align your sales team with your events and ABM strategy
  • Integrate event data into your existing martech
  • Activate event data for more personalization and more business

Alex Rolph

Vice President, Sales, Cvent

Myllisa Patterson

Vice President of Demand Generation, Cvent

11:25 am - 11:55 am

Data to Decision: The Science of Advertising

Wes Morton, Founder and CEO of Creativ Strategies, lays out a framework to thoughtfully apply the scientific method to improve your next campaign. Learn the value of hypothesis, experimentation, data and analysis and how to apply it to your marketing and advertising efforts.

Wes Morton

Founder and CEO, Creativ Strategies



Login & Registration FAQs

I’ve already registered. Where can I find the link to log in to the conference?

24 hours before the conference begins, an email will be sent out to all registrants with a login link for them to access the conference platform. A link to log in will also be made available on this event page and in the trending bar of

When I try to log in, the platform asks for a verification code. Where can I find this?

A verification code will be sent to the email address and/or the phone number used during registration. It should appear within a few minutes. You may want to check your spam or junk folders for this as well. If you have any problems finding your verification code, please reach out to our customer service team for help.


On-Demand Content FAQs

Will conference presentations be available on-demand?

All conference material, including presentations, will be available on-demand in the 2023 AMA Virtual Conference: Data & Analytics Attendee Hub within 24 hours, if not sooner.

How long will I have access to the 2023 AMA Virtual Conference: Marketing in Higher Education Attendee Hub?

The Attend Hub will remain open and available for on-demand viewing for 6 months after the event.


Technical Support & Recommendations

What browser works best?

We recommend using Chrome or Firefox.

How can I see the attendee list?

Click on the Community tab at the top of the page, then Attendees. Here you will find a list and can message attendees who have opted to be visible in the Attendee Hub.

How can I communicate with other attendees?

Methods of communication include session chat, direct messaging, Sponsor appointments and Sponsor virtual booths.

How do I schedule an appointment with a Sponsor?

On the homepage, you will be able to schedule appointments with sponsors. You will also have the ability to meet with someone from their organization immediately or send a message to be followed up with later in the Sponsor virtual booths.

How do I change my visibility settings?

Click on your initials and view profile in the top right corner. Here you can select visible to appear on the attendee list or hidden.