Digital Strategy and Analytics - 2016 - Santa Clara, CA

Santa Clara Marriott
2700 Mission College Boulevard, Santa Clara , CA 95054-1218
11/15/2016 8:30 AM - 11/16/2016 4:00 PM
Register before 10/19/2016 12:00 AM for early registration fee

Digital Strategy and Analytics

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.



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.

See the Full Agenda >> 


  • 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


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. 


"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."

"Jon and Shane did a wonderful job of presenting the (very complex) information in an easy to understand manner. I especially liked their addressing how to apply these tools to our work situations."

"This was a great training. It did a great job of bridging concepts into action."


Shane Johnston
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.

Jim Lin

Senior Vice President, Creative Director, Ketchum Public Relations

With nearly 20 years of interactive marketing experience in consumer, B2B, and government, Jim provides strategic guidance and creative planning for clients including Wendy's, Gillette and Frito-Lay. Leveraging social platforms, influencers and consumers, Jim specializes in bringing brand experiences to life through content rooted in storytelling and organic conversation. Jim is also the blogger behind the popular, honored by Disney’s in its Parenting Blogger Hall of Fame. This "dual citizenship” in the influencer marketing world has given him unique insights that he shares as an active speaker in conference circles. Jim has spoken about the intersection of brands, influencers and social media at BlogHer, BlogWorld, Dad 2.0, Mom 2.0, PR Newswire, SF Tourism, CMO Club and the NFL Players Association events.

Digital Strategy and Analytics – Cancellation Policy

All Training Series cancellations and requests for refunds must be submitted to the AMA via email to Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee.  Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to at least two weeks prior to the event start date. No refunds will be given after November 1, 2016. A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company. Please note: Any hotel room booked outside the AMA negotiated block of rooms will not be reimbursed for expenses, including the need to cancel the event. Registration for or participation in this training program constitutes an agreement by the registrant to permit the AMA to the use and distribution (now and in the future) of the registrant or attendee's image and/or voice in photographs, videos, electronic reproductions, and audiotapes of such events and activities. For questions or concerns, please call 800.262.1150 or email

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)


  • 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

Registration is not available at this time.

Training Series Location

Santa Clara Marriott
2700 Mission College Boulevard
Santa Clara, CA 95054 
Phone: +1.408.988.1500
Reservations: +1.800.228.9290 

Room Rates: $265.00 Single occupancy 
(plus applicable state and local taxes, currently 11.9% + $1.00 Tourism Fee. Taxes and fees are subject to change without notice.) 
Rates are based on availability.
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.

Please call +1.800.228.9290 and reference American Marketing Association Training Series Digital Strategy and Analytics to make reservations. The cut-off date for reservations is Monday, October 24, 2016. After Monday, October 24, 2016, reservations will be accepted based on availability and at the prevailing rate.

In order to confirm a reservation, the hotel will require a credit card or deposit in the amount of (1) one night’s room & tax for each confirmed room. Cancellations made within 48 hours prior to arrival & no-shows will forfeit the initial deposit. If you fail to arrive on your confirmed arrival date, your entire reservation will be cancelled and your credit card will be charged for one night’s room and tax.

Check in time is 4:00 p.m., and check out is at 12:00 p.m. Anyone arriving earlier than 4:00 p.m. will be checked in as soon as a room(s) becomes available. Guests checking out early may be assessed an early departure fee. Upon check in, guests will be asked to verify their departure date. At that time, scheduled departure dates may be altered.

Please note: Any hotel room booked outside the AMA negotiated block of rooms will not be reimbursed for expenses, including the need to cancel the event. 

Hotel Features, Services & Accommodations
Please visit Santa Clara Marriott for a full list of services & features. 

Area Attractions & Events
Please visit Team San Jose, Convention & Visitors Bureau for area information.

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 Meeting Services Department, 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

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 and Transportation
Norman Y Mineta San Jose International Airport (SJC) – Approximately 4 miles
From Mineta San Jose International Airport Highway 101 North 4 miles to Great America Parkway. Exit right to Mission College Boulevard. Hotel is conveniently located on the right.

Taxi fare from the Norman Y Mineta San Jose International Airport is approximately $30.00 one-way.

Oakland International Airport (OAK) – Approximately 30 miles
Take Highway 880 South 30 miles to Highway 237. West 4 miles to Great America Parkway. Left onto Great America Pkwy. Turn left on Mission College Boulevard to hotel entrance.

Taxi fare from the Oakland International Airport is approximately $150.00 one-way.

San Francisco International Airport (SFO) – Approximately 30 miles
Highway 101 South 26 miles to Great America Parkway. Exit left to Mission College Boulevard. Hotel is on the Right. 

axi fare from the San Francisco International Airport is approximately $120.00 one-way.

Parking at the Hotel
Self-parking is available at the hotel for $12.00 per day. Valet parking is available for $20.00 per day (rates subject to change without notice). 

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