Digital Strategy and Analytics - Chicago, IL

One Prudential Plaza - AMA Support Center, 130 E. Randolph St., 22nd Floor
Chicago, IL 60601
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee

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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 >> ​​​​

Past Attendees Say:


Shane Johnston
Principal, Market Position Strategies

Shane Johnston has developed branding, marketing and product strategies and integrated communications plans for Fortune 100 companies, small businesses and non-profit organizations. His 25-year career spans client and agency marketing roles. His expertise in campaign development and lead generation has delivered results for companies such as Lenovo, VMware, Chase Bank, the AARP, The Wall Street Journal, TruGreen and UNC-Chapel Hill. Shane’s client side experience includes positions at Sprint, Mutual of Omaha, Methodist Health Systems and Nortel Networks. He is now Principal of Market Position Strategies, providing marketing consulting services to enterprise and higher education clients. He’s also a Partner in Firestarters Club, which provides consulting sessions for entrepreneurs and small businesses. 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
Associate Director for Brand and Creative
Association of International Certified Professional Accountants​

Todd has helped businesses with complex stories find compelling and strategically sound ways to reach audiences. Todd brings his 32 years of experience to create effective concepts and ideas for industry sectors such as healthcare, pharmaceuticals, energy, higher education and retail. He brings an emphasis in brand building, integrated marketing, employee branding and digital advertising.

His experience ranges from working with large global corporations such as Deloitte, GSK and 3M to consumer-facing brands such as Cartoon Network, The Academy of Country Music, Hanes and Epic Games. Todd holds awards from such highly respected shows as Graphis, Print, American Advertising Federation and many more.​


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​​

Registration is not available at this time.
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