Digital Strategy and Analytics - 2017 - Chicago IL

One Prudential Plaza - AMA Support Center, 130 E. Randolph St., 22nd Floor
Chicago, IL 60601
11/9/2017 8:30 AM - 11/10/2017 4:00 PM
Register before 10/10/2017 11:59 PM 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.




  • 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.


  • 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

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."


Shane Johnston, Marketing Consulting

Shane Johnston’s 25-year career spans client and agency marketing in B2C and B2B environments. His expertise in campaign development and marketing implementation at Capstrat, an Omnicom agency, delivered results for clients like Lenovo, VMware, Teleflex, MWV and UNC-Chapel Hill. Shane’s corporate experience includes stops at Sprint, Mutual of Omaha, Methodist Health Systems and Nortel Networks. He also led client digital 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

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.


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. ​

AMA Cancellation Policies

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​

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