Digital Strategy and Analytics - 2018 - Chicago, IL

One Prudential Plaza - AMA Support Center, 130 E. Randolph St., 22nd Floor
Chicago, IL 60601
3/20/2018 8:30 AM - 3/21/2018 4:00 PM
Register before 2/18/2018 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.



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

See the Full Agenda >> ​​​​


Here's what recent attendees said

​"I would highly recommend this for any person or company trying to make their marketing and user experience more sophisticated and adaptable to the current trends in business."

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

INSTRUCTOR(S)

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.






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. ​

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)

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.

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$1,745.00

$1,395.00

   

Training Series Location 

One Prudential Plaza - AMA Support Center
130 E. Randolph St., 22nd Floor
Chicago, IL 60601
Phone: +1.312.542.9000

Located in the heart of downtown Chicago on the northeast corner of Michigan Avenue and Randolph Street (two blocks South of the Chicago River), The American Marketing Association's, AMA Support Center is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment. The AMA Support Center is conveniently located near two international airports: O'Hare (18 miles) and Midway (11 miles). It is also within a five to eight minute walk of some of Chicago's finest hotels. Three of them are the Swissôtel, Hyatt Regency Chicago and the Fairmont.

Recommended Hotels 
Hyatt Regency Chicago on the Riverwalk

151 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.1234
Walking Distance to AMA Support Center (5 minutes) 

Swissôtel Chicago 
323 E. Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.565.0565
Walking Distance to AMA Support Center (8 minutes)

Fairmont Chicago 
200 North Columbus Drive 
Chicago, IL 60601
Phone: +1.312.565.8000
Walking Distance to AMA Support Center (5 minutes)

Hard Rock Hotel Chicago
230 North Michigan Avenue
Chicago, IL 60601
Phone: +1.312.345.1000
Walking Distance to AMA Support Center (5 Minutes)

Club Quarters
75 East Wacker Drive 
Chicago, IL 60601 
Phone: +1.312.601.3400
Walking Distance to AMA Support Center (8 Minutes)

theWit Chicago - a DoubleTree by Hilton Hotel
201 N. State Street
Chicago, IL 60601
Phone: +1.312.467.0200
Walking Distance to AMA Support Center (7 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
Walking Distance to AMA Support Center (14 minutes) 

Radisson Blu Aqua Hotel Chicago
221 North Columbus Drive
Chicago, IL 60601
Phone: +1.312.565.5BLU (5258)
Walking Distance to AMA Support Center (5 minutes)

Virgin Hotels
203 N. Wabash
Chicago, IL 60601
Phone: +1.312.940.4400
Walking Distance to AMA Support Center (5 minutes)

Kimpton Hotel Monaco Chicago
225 N. Wabash Ave.
Chicago, IL 60601
Phone: +1.312.960.8500
Walking Distance to AMA Support Center (6 minutes)

LondonHouse Chicago
85 East Wacker Drive at North Michigan Avenue
Chicago, IL 60601
Phone: +1.312.357.1200
Walking Distance to AMA Support Center (9 minutes)

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.

Parking Garage
Prudential Plaza features an on-site, indoor parking garage that allows you to park at your convenience. Located conveniently off of Lower Wacker Drive, visitors enjoy direct access to the parking garage.

Parking Garage Directions
Randolph Drive – in front of Prudential Plaza
West on Randolph to Michigan Avenue – turn right (north) to South Water Street – turn right (east) to Stetson – turn right (south) one block to end where you will see signs indicating the garage entrance.

Lake Shore Drive – North or South Bound
Exit at Randolph Street, west to mid-level Columbus Drive – turn right (north) to mid-level Lake Street – turn left (west) one block to end where you will see signs indicating the garage entrance.

Kennedy Expressway – South Bound
Exit Ohio Street, east to Fairbanks Court (which turns into Columbus as you proceed south) – turn right (south) at Lake Street – turn right (west) on Lake one block to end where you will see signs indicating the garage entrance.

Dan Ryan Expressway – Northbound
Exit Congress street east bound, to Columbus – turn left (north) on to Columbus to Lake Street – Turn left (west) on Lake Street one block to end where you will see signs indicating the garage entrance.

Eisenhower Expressway – East Bound
Follow expressway east through Congress Street to Columbus – turn left (north) on Columbus to Lake Street – turn left (west) on Lake one block to end where you will see signs indicating the garage entrance.

Rates for the Parking Garage are as follows (subject to change without notice):
Less than 30 minutes: $12.00
30 minutes to 1 hour: $16.00
1 hour to 2 hours: $21.00
2 hours to 4 hours: $26.00
4 hours to 12 hours: $29.00
12 hours to 24 hours: $35.00

Early Morning Special: $16.00
In between 4:30 am – 8:00 am, out by 8:00 pm (Monday through Friday)

Evening Special: $15.00
In after 4:00 pm, out by 8:00 am (Monday through Friday)
For more information regarding the Parking Garage, please contact:
Date Assadji
Parking Garage Manager
date.assadji@abm.com
312.819.6877

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 One Prudential Plaza, The Prudential building. Take the escalator up and stop at the security desk to obtain a one-day building pass. Head to the 20-24 bank of elevators to get to the 22nd 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 One Prudential Plaza, The Prudential building. Take the escalator up and stop at the security desk to obtain a one-day building pass. Head to the 20-24 bank of elevators to get to the 22nd floor.

Transportation
O’Hare International Airport 
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00 one way
Airport Shuttle: GO Airport Express
Approximately $36.94 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 one way
Airport Shuttle: GO Airport Express 
Approximately $31.94 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 

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