Digital Strategy and Analytics - 2016 - Chicago, IL

Summit Executive Centre, 205 North Michigan Avenue, 10th Floor
Chicago, IL 60601
9/27/2016 8:30 AM - 9/28/2016 4:00 PM
Register before 8/31/2016 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.


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

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."

"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."

 
INSTRUCTOR(S)

Shane Johnston​, Executive Vice President, Director of Client Development, Capstrat, 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.

Jon Barlow​, Senior Vice President, Group Digital Director, Capstrat leads web, mobile, SEO/SEM, UX and overall digital strategies for clients.  With more than 18 years of experience in digital marketing and advertising, Jon is adept at providing solutions that properly blend design, technology and strategy for clients such as Lenovo, Cree, GlaxoSmithKline, Quintiles and the University of North Carolina at Chapel Hill. Before joining Capstrat, Jon was a senior digital strategist at a regional agency, where he provided digital marketing strategy for the agency’s top clients. Previously, Jon was instrumental in developing, launching and managing the digital marketing and social media marketing efforts for Aspen Dental, the largest dental practice management company in the U.S. Jon earned his bachelor’s degree in Communications from the University at Buffalo and a Sun Java internet application developer certification 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. ​

Cancellation Policy

You may cancel your registration at any time by emailing info@ama.org, calling 800-AMA-1150 or 312-542-9000. Cancellations received more than 30 days prior to the start of the event will receive a 100% refund. Cancellations received 7 to 30 days prior to the start of the event will receive a 50% refund. No refunds will be provided for cancellations received less than 7 days prior to the event. No refunds will be issued after the event. All refunds will be refunded to your original method of payment.  Registrations may not be shared, but may be transferred at no cost at any point prior to the start of the event with notification to the AMA by phone or email. 


Conference Photo Policy: Registrants of AMA Events agree to allow AMA and its official photographer to photograph them in the context of the conference. Footage captured by the official AMA photographer may be used in future print and electronic promotional and archival materials. 


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.   For questions or concerns, please call 800.262.1150 or email info@ama.org.

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


This event has passed and is unavailable for registration.

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)

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. 

Tower Travel Management 
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 & 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


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