Skip to Content Skip to Footer

How to Develop a Powerful Marketing Technology Stack

Chicago, IL

Digital marketing evolves fast, and those advances in technology allow you to move closer to developing one-to-one interaction 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.

Having the technology alone isn’t enough. This training event will expose you to a framework that defines the purpose and benefits of each layer of the marketing technology stack from acquisition marketing to digital experiences, measurement and analysis. You’ll learn how the creation and implementation of the right technologies can drive engagement, increase sales and improve customer relationships.


Early Bird (Before 03/24/19)Standard Price
AMA Member$1,395$1,495
For early-bird pricing, use the code “EARLYBIRD2” at checkout.

“The instructor was extremely knowledgeable. He made things easy for me to understand and provided me with easy takeaways to bring back to my work.”

Past Attendee

What to Expect

Throughout the two days, you’ll gain a deep understanding of the role marketing technology plays in building a successful marketing function. You’ll leave with the ability to define the purpose of different marketing technologies and how they integrate with one another.


  • Understand available marketing technologies and when to apply them as part of a cohesive marketing technology strategy. 
  • Become familiar with a range of key concepts such as audience tag management, analytics and tracking, marketing automation, customer relationship management (CRM), content management systems (CMS), conversion optimization, remarketing and more. 
  • Learn how to map the customer journey and apply appropriate marketing technologies that move prospects through the purchase decision process across different buyer personas.
  • See best in class examples of how marketing technology can provide timely, meaningful experiences for consumers – resulting in better performing marketing campaigns. 
  • Understand how to evolve a marketing technology stack to adapt with changing consumer and market demands.

AMA Event Policies

Tuesday, April 23

Registration and Hot Breakfast

We’ll kick off the day with a nice breakfast so you’ll have energy for the day. You’ll also be provided with lunch and breaks throughout the day.

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

The Advertising Layer - Attract

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

Exercise: Communicating effectively/group work

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

Wednesday, April 24

Hot Breakfast

Breakfast will be waiting for you when you arrive for day two. Lunch and breaks will be provided throughout the day.

Michael Fleischner​

Senior Vice President of Marketing, Caliper

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


  • 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

Breakout groups: Build and present a marketing technology strategy

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. He has appeared on the TODAY Show, ABC World News, Bloomberg Radio and been 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.

Training Series Location 

AMA Support Center
130 E. Randolph St., 22nd Floor
Chicago, IL 60601
Phone: 312.542.9000

The AMA Support Center is right in the heart of Chicago. We’re nestled between Millenium Park and the Chicago River meaning you are just steps away from premiere hotels, shopping and world-class dining. While you’re at our office, you’ll have access to work cubbies in case you need to step out and take care of something back at your office.

Recommended Hotels 

Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive 
Chicago, IL 60601 
Phone: 312.565.1234
Walking Distance to AMA Support Center (5 minutes) 

Swissôtel Chicago 
323 E. Wacker Drive 
Chicago, IL 60601 
Phone: 312.565.0565
Walking Distance to AMA Support Center (8 minutes)

Fairmont Chicago 
200 North Columbus Drive 
Chicago, IL 60601
Phone: 312.565.8000
Walking Distance to AMA Support Center (5 minutes)

Club Quarters
75 East Wacker Drive 
Chicago, IL 60601 
Phone: 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: 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: 312.836.0100
Walking Distance to AMA Support Center (14 minutes) 

Radisson Blu Aqua Hotel Chicago
221 North Columbus Drive
Chicago, IL 60601
Phone: 312.565.5BLU (5258)
Walking Distance to AMA Support Center (5 minutes)

Virgin Hotels
203 N. Wabash
Chicago, IL 60601
Phone: 312.940.4400
Walking Distance to AMA Support Center (5 minutes)

Kimpton Hotel Monaco Chicago
225 N. Wabash Ave.
Chicago, IL 60601
Phone: 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: 312.357.1200
Walking Distance to AMA Support Center (9 minutes)

Area Attractions and Events

Please visit Choose Chicago 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 Support Center, 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. 



Ready to build your marketing technology stack?