Digital Strategy and Analytics - 2016 - Austin

Courtyard and Residence Inn by Marriott Austin Downtown/Convention Center
300 East 4th Street, Austin, TX 78701
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

From Mad Men to Modern Marketing – What’s Your Digital Strategy?

Sure, nothing’s as dramatic as when it’s coming from Don Draper but, still, competition is a huge consideration for today’s​ digital marketer—and, truly, even more omnipresent than ever before. Unlike the 60s, competition is everywhere and consumers can find countless options with one quick click. You’ve got a fraction of a second to engage and connect with consumers or they’re out—back to their search, back to an old standby site, back to their second option. Customers want what they want right now, and if you don’t deliver each time, they’ll find what they want from someone who can deliver: your competitors.

Developing plans and strategies for marketing today is the most challenging it has ever been. There is an incredible and increasing choice of interactive devices, platforms and channels that potential customers use from smartphones and tablets to social networks and search engines. Investment in traditional channels such as TV, Print and Radio is declining, but they remain an essential part of integrated campaigns for many businesses.

An effective digital strategy will help you take the right decisions to make a brand successful online.  How digital marketing integrates with other marketing channels is the biggest challenge of implementing digital marketing, more important than any tactics for specific channels. It requires brands to define a vision of how channels will integrate and the transformation needed in people, process, tools and metrics to make the most of digital marketing. In other words, it needs a long-term strategy.




  • Understand the importance of the digital segmentation, pathways to purchase and how it has evolved over the years.  This includes an understanding of all that it encompasses in relation to a brand’s message marketing mix.
  • Gain an understanding that digital strategy is the process of identifying, articulating and executing on digital opportunities that will increase your organization’s competitive advantage.
  • You will learn that from a marketing perspective, “digital” is basically defined as being “anything with a pixel” which includes a paid, owned and earned approach across the consumer decision journey.  It speaks to social media engagement, generic and branded search, display media, e-commerce and most importantly, mobile messaging consumption.
  • We will also discuss how to analyze and optimize your digital strategy and not be afraid to try new things.  You can’t manage when you don’t measure and attribution is an important part of fine-tuning your digital tactics.
  • Finally, we’ll talk about digital content, showing best in class examples and different forms that satisfy consumers’ desire for information, utility and entertainment at specific cross-hairs of their typical day or week.​


Attendees will learn how to build strategies using "anything with a pixel" across paid, owned and earned touch points. You will discover how to integrate digital with your business goals while capitalizing on new platforms and strategies that deliver maximum business benefits to your organization.


Marketing leaders and managers in any organization can benefit from this session so long as they currently are, or plan to be, involved in driving digital strategy within their companies or organizations. 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. 

Join the conversation on Twitter:​ #AMADSA​


Adam Kornblum​
Head of Social Media Content Distribution, Ogilvy & Mather New York

Adam is responsible for the agency’s social media efforts on Cannes Lion and CLIO award-winning campaigns for brands such as American Express, Coke Zero, and Aetna. And is also the senior social media lead for NASCAR, vitaminwater, Tiffany & Co., and Pfizer. Adam acts as the head of social media for Ogilvy & Mather’s worldwide corporate communication.​  At the very start of Adam Kornblum's career, he invented a board game and sold it to Hasbro as a result of its social media and PR campaign.

From Mad Men to Modern Marketing - What's Your Digital Strategy - Cancellation Policy

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 February 11, 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 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)

Let’s Set the Mood-
  • Introduction of Instructor and Participants
  • Chemistry Exercise
  • What IS Digital Marketing?
    • Social
    • Display
    • Search
    • CRM
    • Content
    • E-Commerce
  • The role of digital in the consumer decision journey
  • 7 key digital marketing takeaways from 7 seasons of Mad Men
Let’s Get Social-
  • Paid Social Strategies
  • Organic Engagement and its role in the mix
  • Owned digital influence and advocacy
  • Emerging Platforms
Social Content-
  • Paid vs Earned and What Works When and Why
Social Analytics-
  • Guest Speaker – Spredfast, Austin, TX
    • Spredfast is an enterprise social media marketing platform that helps marketers manage audience experiences and monitor brand engagement on social
  • Q&A

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

Digital Display Advertising-
  • Digital Ad Strategy
    • Display
    • Native Social
  • Digital Ad Types and Ad Design Best Practices
    • Best in Class Roadshow
  • Landing pages, their function and other options for content embassies
  • Social and Display Ad Testing, Measurement and Optimization
The Future of Digital Commerce-

  • E-Commerce
  • The collapsing of the consumer decision journey
  • How mobile plays into the commerce equation overall

Break Out Groups and Exercise-

  • Building out digital personas/archetypes
  • Form a basic digital strategy and journey
  • Share

Recap the Two Days and Q&A with Instructor

Conclusion - What Would Don Do?

Registration is not available at this time.
Training Series Location 

Courtyard and Residence Inn by Marriott Austin Downtown/Convention Center
300 East 4th Street
Austin, TX 78701
Phone: +1.512.236.8008

Room Rates:
$209.00 Single Occupancy (plus applicable state & local taxes, currently 15.81% per room per night, subject to change without notice)
Room rate includes complimentary in-room high speed internet access.

Rates are based on availability.
Please reserve your overnight accommodations early as there are a limited number of AMA special rates available.

Reserve a Room Now

Or call Reservations at +1.888.236.2427 and ask for the American Marketing Association February room block. The cut-off date for reservations is Tuesday, February 9, 2016. After February 9, 2016, reservations will be accepted based on availability and at the prevailing rate.

n 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 11:00 a.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 Courtyard and Residence Inn by Marriott Austin Downtown/Convention Center for a full list of services & features. 

Area Attractions, Events and Tourism
Please visit the Austin Convention and Visitors Bureau for additional city 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

ower 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.

Alamo Rent-A-Car
Drive Happy with Alamo. Where American Marketing Association members save up to 20%. And, with self-serve check-in you can skip the counter, check-in at the kiosk and drive away. All you need is a valid driver's license, major credit card and an existing reservation. It's that easy. Reserve a car now or call Alamo Rent A Car at +1.800.462.5266. Be sure to request Contract ID AMA7745 at the time of reservation.

Enterprise Rent-A-Car
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When you’re ready to go, we make it easy with everyday low rates on great cars. With the largest fleet in North America and a wide variety of vehicles, Enterprise has you covered. Plus, we're always nearby at more than 6,000 neighborhood and airport locations. Reserve a car now.
Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
As an American Marketing Association member, you'll get up to 20% off rentals at National Car Rental. And, with the Emerald Club® from National Car Rental, you can bypass the counter and choose your own car. Enroll now
Reserve a car or call National Car Rental at +1.800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation. Go National. Go Like a Pro.

Area Airport
Austin-Bergstrom International Airport – AUS (approx. 8 miles)
Driving directions:
Follow Highway 71 West. Exit to Interstate 35 North, turning right onto IH-35. Exit Cesar Chavez St. Turn left on Cesar Chavez St. Follow to Red River St. Turn right onto Red River St. Follow to 4th St. Turn left onto 4th St. 

Taxi Cabs
Taxis are readily available at the Austin-Bergstrom International Airport. Rates are approximately $30.00 one-way (rates are subject to change without notice).

Airport Shuttle Service (Operated by SuperShuttle)
SuperShuttle provides airport transportation to and from the Austin-Bergstrom International Airport. Please visit SuperShuttle​ for more information or call +1.800.258.3826 (1 800 BLUE VAN).
Approximate fare: $16.00 one-way (subject to change without notice)

Parking at the Hotel
Valet parking overnight - $35.00
Self-parking overnight - $29.00
(plus applicable state & local taxes, subject to change without notice)

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