Your team has more customer data than you could have dreamed of, but the more difficult question these days is which of it deserves to shape a decision and leads to brand trust.
This training goes beyond the surface to understand customer intent and context, so you can tell the difference between a signal that reflects what someone wants and one that just reflects what they clicked. Christina Garnett introduces Relationship Context Legitimacy, a framework for judging whether a proposed use of data fits what a customer would reasonably expect from your brand. You will work through real scenarios where the same tactic lands as helpful in one context and invasive in another.
Leave with a set of questions you can bring to your next personalization or CX conversation. The result is personalization your customers welcome, backed by reasoning you can defend to legal, to leadership, and to yourself.
JOIN US: November 12, 2026 | 10:00 a.m. – Noon CT
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Key Takeaways:
- Recognize when data is being used as a substitute for understanding the customer.
- Question “data-driven” decisions that lack customer context.
- Evaluate whether a use of customer data is appropriate within the relationship.
- Assess data use from the customer’s perspective, including how context, expectations, and intent affect whether an experience feels helpful or invasive.
- Recognize the gap between legal permission, informed consent, and the trust customers actually place in a brand.
Who Should Attend?
- Marketing leaders
- CX and customer strategy professionals
- Digital, CRM, and lifecycle marketers
- Brand and growth leaders
- Customer insights and analytics professionals
- Marketing technology and personalization teams
- CMOs and senior marketing executives
Are you an AMA Professional Certified Marketer®️? This training is worth 2 Continuing Education Units (CEUs) to maintain your PCM®️ certification.
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Non-members that purchase this training will receive details to redeem a FREE 1 year AMA Membership (value $199).
This is the best deal to save on future trainings, exclusive content and tools, and access to AMA networking communities.
Training Backed By Research
AMA training is unique because of its data-backed approach. The AMA Competency Model 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
November 12, 2026 (10:00am - 12:00pm Central Time)
The Data Trap
Understand behavioral signals for customer needs, motivations, and intent.
Just Because We Can, Should We?
We’ll introduce Relationship Context Legitimacy and explore why the fine print does not always make data use feel legitimate.
Relevance or Surveillance?
We’ll examine real-world examples of data use and consider how the same tactic can feel helpful in one context and invasive in another.
What the Data Doesn’t Tell You
We’ll explore what behavioral data can tell us, what it cannot, and when customer context needs to fill in the gaps.
Putting Relationship Context Legitimacy Into Practice
We’ll apply it to marketing and CX scenarios and consider whether a proposed use of data is appropriate, expected, and likely to strengthen or weaken the customer relationship.
Beyond “Can We?”
The training closes with questions participants can use to move from simply asking “Can we use this data?” to “Should we, and what will it mean for the relationship?”
Christina Garnett
Chief Customer and Comms Officer/NeuemotionChristina Garnett is the founder of Pocket CCO, a fractional Chief Customer Officer consultancy, and serves as Chief Customer and Communications Officer at Neuemotion. She is a contributing writer for Campaign US, covering brands and customer experience, and is the author of Transforming Customer-Brand Relationships (Kogan Page, 2025), winner of the Independent Press Award and the International Impact Book Award, and a Foreword Indies Award finalist.
She is the founder of Customer Trust Infrastructure (CTI), an academic discipline built on her research into how brands earn and lose trust with customers. Her frameworks, including the Customer Trust Equation and the concept of customer anomie, have shaped how organizations think about the relationship between customer experience and long-term loyalty. Her work has been featured in Inc. Magazine, Muse by Clio, and CMSWire.
What’s Included?
- 2 hours of live instruction starting at 10:00 a.m. CT
- Interactive Q&A
- Tips and best practices
- Access to recording and resources for three months
Who Should Attend?
- Marketing managers, directors, specialists, coordinators, and consultants who are curious about AI or early in their adoption journey.
- Solo marketers and small teams (1 to 5 people) wearing many hats, including those in higher education and nonprofit settings with limited budgets.
- Roughly 2 to 15 years of marketing experience; no technical background required.
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 registrants! Access will be available for three months.