How to Develop a Powerful Marketing Technology Stack

One Prudential Plaza - AMA Support Center, 130 E. Randolph St., 22nd Floor
Chicago, Illinois 60601
11/5/2018 8:30 AM - 11/6/2018 4:00 PM
Register before 10/7/2018 12:00 AM for early registration fee

TS_Marketing Stack_Web Banner-700x200_v3.jpg











How to Develop a Powerful Marketing Technology Stack

Digital marketing continues to evolve at an accelerated rate. Advances in technology allow marketers to keep pace with change and move closer toward developing one-to-one interactions with prospects and customers. A marketing technology stack is the set of tools a marketer uses to plan, execute, and measure all aspects of a digital marketing program. With the explosion of new technologies, capabilities, and integrated solutions, marketing professionals must develop an integrated technology stack that's right for your specific goals, objectives, and audience. This program exposes you to a framework that defines the purpose and benefits of each layer of the marketing technology stack from acquisition marketing through digital experiences, measurement and analysis. Learn how the creation and implementation of the right technologies can drive engagement, increase sales, and improve customer relationships.



Learn

  • You will develop and understand available marketing technologies and when to apply them as part of a cohesive marketing technology strategy.
  • How to define the different layers of a marketing technology stack required to support specific marketing goals.
  • You will become familiar with a range of key concepts such as audience tag management, analytics and tracking, marketing automation, customer relationship management (CRM), content management system (CMS), conversion optimization, remarketing and more.
  • You will be able to define marketing technology and performance requirements for each layer of the marketing stack.
  • Map customer journey and apply appropriate marketing technologies that move prospects through the purchase decision process across different buyer personas.
  • We’ll review best in class examples how marketing technology can provide timely, meaningful experiences for consumers – resulting in better performing marketing campaigns.
  • Assess the future of marketing technology and prepare a marketing technology stack that grows with your business.

Takeaways

  • A deep understanding of the role marketing technology plays in building a successful marketing function.
  • Ability to define different marketing technology layers, their purpose, and how they integrate with one another. 
  • Selection criteria of marketing technology to meet immediate and future needs of various marketing demands (SMB, enterprise).
  • How to measure the effectiveness of marketing technology and program performance.
  • How to evolve a marketing technology stack to adapt with changing consumer and market demands.

See Full Agenda >>​


Who Should Attend

  • Marketing professionals or teams with an initiative to build a marketing technology stack for their business.
  • Marketing leaders seeking to enhance their understanding of marketing technology and develop a more integrated and effective marketing stack for their organization.
  • Entrepreneurs, business unit leaders, and innovation officers looking to develop a marketing technology stack, plan, product or service.
  • Individual marketing contributors who want to expand their knowledge of marketing technology and its role in developing a more customized user experience with brands, products, and services.


Why Attend

Marketing professionals need to stay current with the evolution of marketing technology to effectively reach consumers where they are, communicate effectively, and transition them from prospects to customers. Marketing Technology is an essential component of any effective marketing program or campaign. Today’s marketing leaders understand the value and impact an effective marketing stack can have on their marketing results. With a comprehensive understanding of the role a marketing technology stack plays in your integrated marketing campaigns, you can reduce costs, develop more personalized experiences, and convert more prospects to paying customers.


Instructor

Michael Fleischner​
Senior Vice President of Marketing, Caliper

As an entrepreneur, professional marketer, and author, Michael  Fleischner has worked with  a  variety  of  businesses  in  the  education,  human capital,  and technology sectors over  the  past  20  years  to  improve  marketing  effectiveness and results. He is the Founder and  CEO  of  Big  Fin  Solutions, a marketing strategy  and services  company  that  was  acquired  in  2014 by a venture capital firm.  Michael currently works for Caliper, an assessment  and  talent  management company located  in  Princeton New Jersey, as  the  Senior  Vice  President  of Marketing. He has appeared on the TODAY Show, ABC World News, Bloomberg  Radio,  and  featured  in USA Today. During his executive career, Michael has effectively improved marketing  performance  for  leading  brands,  developed  numerous  online businesses, and authored a variety of marketing related books. His most popular title,  SEO  Made Simple,  now  in  its  6th edition,  has  become  the standard  on  search engine  optimization. Michael formerly served as the  President  for  the  American  Marketing  Association  of  New Jersey.


​AMA Cancellation Policies

How to Develop a Powerful Marketing Technology Stack

Day One
8:00 – 8:30 a.m. Breakfast
8:30 a.m. – 5:00 p.m. Program (includes Lunch, Morning and Afternoon Break)

Overview 

  • Introduction of instructor and participants

Understanding the Components of Digital Marketing Technology

  • A brief history of digital marketing
  • An overview of digital marketing technologies
  • Putting the stack into action (buying lifecycle)
  • Understanding the marketing data being generated

Exercise: Building Your First Marketing Technology Stack

How to easily define marketing technology.

  • The breakdown: The advertising layer, providing the digital experience, measuring the digital landscape.

Part 1: The Advertising Layer - Attract

  • Using display advertising
  • Leveraging social media
  • Email and marketing automation
  • Search engine optimization
  • Content marketing

Exercise: Communicate effectively group work

Part 2: Providing the Digital Experience - Convert & Close

  • Building and optimizing digital assets
  • Lead capture and scoring
  • Customer Relationship Management (CRM) sync
  • Utilizing a content management system (CMS)
  • Personalized email, social, web

Exercise: Developing a customized prospect journey

Daily Recap

Day Two
8:00 – 8:30 a.m. Breakfast
8:30 a.m. – 4:00 p.m. Program (includes Lunch, Morning and Afternoon Break)​

Recap of Day 1

Part 3: Measurement and Optimization

  • Tracking it all with web analytics
  • Testing for conversion rate optimization
  • User experience and voice of the customer tools
  • Organizing with tag management

Exercise: Getting to know Google Analytics Tag Manager

Bonus Section: Dashboards

  • Looking at marketing technology data
  • Developing and communicating data through dashboards
  • Attributing value to marketing channels and campaigns
  • Marketing technology dashboards for management

Exercise: Designing your ideal dashboard

Marketing Technology Stack: Pulling it all together

  • Structuring the master plan
  • Insights and analysis
  • Execution and governance

Break out groups: Build and present a marketing technology strategy

Full recap and Q&A 

Registration is not available at this time.

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 

Note: Please check with the hotel to confirm the cancellation policy for individual guestroom reservations.

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)

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) 

Homewood Suites Downtown Chicago
40 E. Grand Avenue
Chicago, IL  60611 
Hotel Direct: 312-644-2222
Reserve a room now and receive a 10% discount
Walking Distance to AMA Support Center (15 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

Rideshare 
Rideshare services such as Uber and Lyft are available at O’Hare and Midway Airports.  Please follow specific pick-up instructions from your rideshare service.

Helpful Websites
Chicago Transit Authority 
Metra Rail 

Become a Member
Access our innovative members-only resources and tools to further your marketing practice.