Own Your Customer Data to Build Your Competitive Advantage
It’s no secret that customer expectations have drastically shifted in the last 10 years. 88% of US adults now say it’s important for brands to remember and engage with them based on shared history. Is your brand doing that across every interaction and touch-point?
No matter your industry, you must collect the right data to drive your marketing strategy. In this session, digital marketing expert and author of the new book, Data-Driven Personalization, Zontee Hou will explore the six keys to building a data-driven marketing strategy and making sure that your marketing truly connects with the customers you want.
Designed for marketing leaders and advanced practitioners, this session focuses on building a strategy that changes the game.
September 25, 2025 | 10:00 a.m. – Noon CT
Learn together! Purchase 3 or more training seats for your team or network and save up to $20 per ticket! Users can be assigned and updated after the purchase.
Who Should Attend?
- Designed for marketing leaders and advanced practitioners, this session focuses on building a strategy that changes the game.
- Marketing team leaders: senior managers, directors, VPs, CMOs
- Pre-Requisites: Participants should know their target customer segments or personas, understand what data their organization collects, and have a strong sense of their metrics for success
Key Takeaways
- How to use technologies (including AI) to help improve your understanding of your customers
- What you need to build your toolkit for personalization
- Why data improves emotional resonance with your customers
- How to use community to improve customer data
- How to increase customer lifetime value through a strategic approach to data
- How to build an internal culture built on your data-driven strategy
Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.
AMA Members Get the Best Pricing
Not only do members get discounts on training like this, but they also receive exclusive content, downloadable tools, unlimited access to AMA Journals, membership in networking communities and more.
Training Backed By Research
AMA training is unique because of its data-backed approach. The AMA Marketing Skills Framework identifies the most impactful skills marketers need to advance their careers. It’s based on our research with more than 1,000 marketing professionals and academic leaders.
AMA Event Policies
- Introduction
- Customer realities and expectations
- Marketer expectations and needs
- Technology’s opportunities
- Audience
- Segmentation
- Data to collect
- Mechanisms to collect
- What to do if you have limited resources
- Unification of data across teams
- Who will use the data
- What data exists
- How to bring data together
- How data should impact marketing throughout the customer journey
- Data quality
- What do you need to maintain data quality
- How to improve data quality
- How to deliberately collect marketing data
- Marketing
- How to use data to improve relevance
- Where to personalize
- Where to deepen connections
- Hypothesis building
- What kinds of experiments to run
- Where to use experiments to improve data
- How to personalize
- AI and machine learning
- How to use new technologies to improve:
- Analysis
- Synthesis
- Data availability (Synthetic data)
- Testing
- Delivery
- How to use new technologies to improve:
Zontee Hou
President / Media Volery LLCZontee is a passionate advisor and teacher of communications and the founder of the boutique digital marketing agency Media Volery.
Her 20 years of marketing industry experience includes work for the IMF, the UN Food and Agriculture Organization, Allstate Insurance, and Indiana University. She is one of TopRank’s top 50 most influential content marketers, was one of LinkedIn’s 16 marketers to follow in 2021, and her work has garnered multiple awards including several PR News Platinum Awards and a Forrester Groundswell Award.
In addition, Zontee’s years of experience as a faculty lecturer at Columbia University and adjunct lecturer at the City College of New York—CUNY’s flagship college—inform her unique ability to draw connections between marketing methodology and business goals.
Zontee received her Masters of Science in Strategic Communications from Columbia University and her Bachelors of Science in both Marketing and International Business from NYU Stern. She is based in New York City, where she lives with her husband and daughter.
What’s Included?
- 2 hours of live instruction starting at 10:00 a.m. CT
- Interactive Q&A
- Resources, tips and best practices
- Access to recording and resources for three months
Who Should Attend?
- Marketing team leaders: senior managers, directors, VPs, CMOs
Can’t Attend Live But Want The Information?
We will send a link to the recording and resources within one business day of the event to all registrants! Access will be available for three months.