Digital Strategy and Analytics - 2017 - Chicago, IL

Summit Executive Centre
205 North Michigan Avenue, 10th Floor - Chicago, IL 60601
5/3/2017 8:30 AM - 5/4/2017 4:00 PM
Register before 4/6/2017 12:00 AM for early registration fee
This course delivers a solid understanding of new digital technologies and digital strategy development.  It shows how digital strategies can be effectively integrated across an organization, and provides analytical techniques to use in measuring the success of digital strategies and programs.



RESOURCES​

LEARN
  • You will learn a basic definition of digital and how to identify, shape and execute digital opportunities in order to increase your organization’s competitive advantage.
  • You will learn how to develop a cohesive digital strategy and how to measure its effectiveness.
  • You will become familiar with a range of key concepts such as audience 
  • segmentation, customer journey, pathways to conversion, the differences between a paid, owned and earned approach across the consumer decision journey, destinations (websites and apps), communications (advertising, social, email and search) and optimizations (analytics and testing).
  • We’ll review best in class examples how digital content can fulfill the consumers’ desire for information, utility and entertainment at specific cross-hairs of their typical day or week – resulting in better performing marketing campaigns.
TAKEAWAYS
  • Digital Strategy development process and tools
  • Practical understanding of how to use new digital technologies
  • Specific analytical tools to measure the effectiveness of digital strategies and programs.
  • Examples of best practice digital strategies and analytical tools
  • High comfort level in working with digital concepts and practices

Digital Strategy and Analytics attendees will receive a complimentary AMA Digital Marketing Certification exam (a value of $349.) Learn more about the AMA Digital Marketing Certifcation exam or for additional questions and to take the exam, please contact Chris Bartone at cbartone@ama.org.  


 

See the Full Agenda >> ​​​​

HERE’S WHAT RECENT ATTENDEES SAID

  • "I feel like I earned a bachelor's degree in digital strategy and marketing from Shane and Jon and can't wait to put some of the strategies outlined into practice.
  • "This was a great training. It did a great job of bridging concepts into action."

INSTRUCTOR(S)


Executive Vice President, Director of Client Development, Capstrat

Shane is charged with developing marketing strategies and integrated communications plans for Capstrat clients. His 25-year career spans client and agency marketing in B2C and B2B environments. His expertise in campaign development and marketing implementation delivers results for clients like Lenovo, VMware, Teleflex, MWV and UNC-Chapel Hill. Shane’s client side experience includes stops at Sprint, Mutual of Omaha, Methodist Health Systems and Nortel Networks. Before Capstrat, he led client strategy at Brooks Bell Interactive, working with Chase Bank, AARP, The Wall Street Journal and Clearwire. Shane served as 2010 president of the Triangle American Marketing Association. He earned his BSBA and MBA from the University of Nebraska at Omaha.


 

Todd Coats​​​

Chief Creative Officer, Capstrat

Todd is responsible for making sure Capstrat’s creative and digital work is not only compelling but strategically sound. His previous roles include managing creative for GlaxoSmithKline and at a number of previous agencies. His clients included the Cartoon Network, the Country Music Association and Hanes. Todd’s insightful work has been recognized by the ADDYs, the Tellys, AIGA Graphic Design USA – and many more. Todd earned a BFA in communication arts from East Carolina University and a master’s in advertising design from Syracuse University.

WHY ATTEND

If you are a marketing leader currently involved in driving digital strategy in your organization, or soon will be, this course is for you. The session is beneficial for both for-profit and nonprofit organizations, service- and product-oriented businesses and companies operating in B-to-B and B-to-C channels of distribution. ​

Digital Strategy and Analytics Agenda

Day One
8:00 – 8:30 a.m. Continental Breakfast
8:30 a.m. – 5:00 p.m. Program (includes Lunch, Morning and Afternoon Break)

Overview 

  • Introduction of instructors and participants

The audience is listening, or is it.

  • Understanding your audience
    • ​​Audience research and persona development
    • The role of digital in the consumer decision journey
    • Positioning and messaging
    • Using data to make more informed decisions

Exercise: Persona and creative positioning

How to easily define digital.

  • The breakdown: destinations, communications and optimizations

Part 1: Destinations: Websites, platforms and apps, oh my.

  • Content first
  • Creative considerations
  • Web development
  • Rapid prototyping

Exercise: Mash-up innovation 90

Part 2: Communications: Driving to the destination.

  • A paid, owned and earned approach
  • Display and search
  • Social
  • CRM and marketing automation

Exercise: Reversing the funnel

Daily Recap


Day Two

8:00 – 8:30 a.m. Continental Breakfast
8:30 a.m. – 4:00 p.m. Program (includes Lunch, Morning and Afternoon Break)

Recap of Day 1

Part 3: Optimizations: Because measurement doesn’t rhyme.

  • Analytics
  • Testing and optimization
  • Making better decisions with data

Exercise: Data science techniques

Bonus Section: Emerging technology.

  • Mobile, wearables beacons
  • IOT
  • Cloud services/APIs
  • Growth hacking

Exercise: Future trends

Digital Strategy: Pulling it all together.

  • Structuring the master plan
  • Insights and analysis
  • Digital framework
  • Digital scope

Execution and governance

Break out groups: Build and present a digital strategy.

Full recap and Q&A with instructors​

Already registered on site? Please log in first in the upper right corner of the site before proceeding.

Select Attendee Type:



$1,945.00

$1,645.00

   

Training Series Location 

Summit Executive Centre​
205 North Michigan Avenue, 10th Floor
Chicago, IL 60601
Phone: +1.888.887.2070 or +1.312.938.2000

Located in the heart of downtown Chicago on the northeast corner of Michigan Avenue and Lake Street (two blocks South of the Chicago River), Summit Executive Centre is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment. The Summit is conveniently located near two international airports: O'Hare (18 miles) and Midway (11 miles). It is also within a three to eight minute walk of six of Chicago's finest hotels, connected to two of them (the Swissôtel and Hyatt Regency Chicago) through an enclosed concourse and literally steps away (140 to be exact) from the rear exit of the Fairmont to the side entrance of the facility.

Recommended Hotels 
Hyatt Regency Chicago on the Riverwalk​
151 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.1234
Walking Distance to Summit (3 minutes) 

Swissôtel Chicago 
323 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.0565
Walking Distance to Summit (5 minutes)

Fairmont Chicago 
200 North Columbus Drive 
Chicago, IL 60601
Phone: +1.312.565.8000
Walking Distance to Summit (Less than 2 minutes)

Hard Rock Hotel Chicago
230 North Michigan Avenue
Chicago, IL 60601
Phone: +1.312.345.1000
Walking Distance to Summit (1 Minute)

Club Quarters
75 East Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.601.3400
Walking Distance to Summit (less than 5 Minutes)

theWit Chicago - a DoubleTree by Hilton Hotel
201 N. State Street
Chicago, IL 60601
Phone: +1.312.467.0200
Walking Distance to Summit (3 minutes) 

Chicago Marriott Downtown Magnificent Mile
540 North Michigan Avenue, (Driveway Entrance on 541 North Rush Street)  
Chicago, IL 60611
Phone: +1.312.836.0100

Radisson Blu Aqua Hotel Chicago
221 North Columbus Drive
Chicago, IL 60601
Phone: +1.312.565.5BLU (5258)
Walking Distance to Summit (less than 5 Minutes)

Virgin Hotels
203 N. Wabash
Chicago, IL 60601
Reservations: +1.855.946.6600
Phone: +1.312.940.4400
Walking Distance to Summit (1 Minute)

For more information, please visit Summit Executive Centre Hotel Partners​

Area Attractions and Events
Please visit Choose Chicago for additional city information.

ADA 
The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Live Experience Team, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting. 


 
 

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call +1.800.542.9700 within the U.S. and Canada. Reservation lines are open Monday through Friday 7:00 a.m. - 7:00 p.m. CDT or, you may contact them via email at association@towertravel.com.  

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees. They are dedicated to providing superior customer service and hassle-free travel arrangements. Please note that fees, restrictions and cancellation penalties will apply.

Directions
By car from the south 
Take I-90/94 West (the Dan Ryan Expressway) into Chicago. Exit at Congress and proceed east to S. Michigan Avenue. Turn left and proceed north to South Water Street. The "233 N. Michigan Avenue" parking garage will be immediately on the left. After parking, walk one block south to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

By car from the north and northwest 
Take I-90 East (the Kennedy Expressway) into Chicago. Take the Washington Street exit east. Proceed east on Washington Street to North Michigan Avenue. Make a left, proceed three blocks to South Water Street and make a right. The "233 N. Michigan Avenue" parking garage will be immediately on the left. Walk one block south to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

By car from the west 
Take I-290 East (the Eisenhower Expressway) into Chicago. Follow the signs for Congress Parkway and take it east to S. Michigan Avenue. Make a left, proceed north to South Water Street and make a right. The "233 N. Michigan Avenue" parking garage will be immediately on the left. Walk one block south to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

By car from the southwest 
Take I-55 North (the Stevenson Expressway) to Lake Shore Drive North. Take the Randolph Street exit. At the bottom of the ramp make a left at the light and proceed west to N. Michigan Avenue. Make a right, go two blocks north and make a right on South Water Street. The "233 N. Michigan Avenue" parking garage will be immediately on the left. Walk one block south to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

By train from O'Hare Airport 
Take the "Blue Line To Loop" train into the city (about a 45-minute ride) to the Washington/Randolph Street station (below ground). Proceed up to the street level and walk east on Washington to North Michigan Avenue. Make a left and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

By train from Midway Airport 
Take the "Orange Line To Loop" train into the city (about a 35-minute ride) to the State/Lake Street station. Proceed east on Lake Street to North Michigan Avenue. Cross over North Michigan Avenue and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

Transportation
O’Hare International Airport 
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00 
Airport Shuttle: GO Airport Express 
Approximately $32.00 one way (subject to change)
Train: $5.00 for travel that originates at O’Hare Airport (subject to change)
Allow approximately 45 minutes to an hour

Midway Airport 
Taxi: Allow 45 minutes to 1½ hours
Approximately $30.00-45.00
Airport Shuttle: GO Airport Express 
Approximately $27.00 one way (subject to change)
Train: $2.25 (subject to change)
Allow approximately 45 minutes to an hour

Helpful Websites
Chicago Transit Authority​ 
Metra Rail 

Parking
Illinois Center Garage Parking
111 E Wacker Drive & 233 N Michigan Avenue (Enter on Michigan Avenue and South Water Street)
Phone: +1.312.819.5052

Daily Rates (seven days a week):
*Early bird (in 5:00 a.m.- 8:00 a.m., out by 7:00 p.m.) = $16.00*
Less than 20 minutes = $11.00
21-40 minutes = $16.00
41 minutes - 1 hour = $20.00
1-2 hours = $24.00
2-12 hours = $29.00
12-18 hours = $35.00
18-24 hours = $44.00

Become a Member
Access our innovative members-only resources and tools to further your marketing practice.
 

 Corporate Training

 
  •   
    AMA’s Corporate Training provides customized, flexible training to meet your organization’s needs and budget. Training is dynamic and is designed around case studies and examples unique to your organization.​
    Learn More
    ​​​​​
 

 Join the AMA

 
​The AMA connects you to a world of resources that deliver results, and help you succeed today and into the future. Join the AM, and put the power of AMA membership to work for you.
 

 Upcoming Conferences