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Using DEI Data for Business Decisions

Online | 10:00 a.m. CT

For an impactful, meaningful change in any aspect of your business, you need metrics to define your baseline, find your deficits and measure success. Improving diversity, equity and inclusion (DEI) is no different—aligning DEI data with your brand’s story can lead to the growth of engagement, innovation and even profitability.

Whether you have little to no data or too much data, it can be overwhelming to analyze and interpret it efficiently. In this session, we’ll discuss gathering the right data and making strategic decisions in your day-to-day operations to reach business goals.

Key Takeaways

  • Discuss how to determine baseline goals and gaps
  • Learn how to align DEI goals with company metrics
  • Understand different types of DEI data, how to gather and interpret it
  • Discuss the impact of reliable and unreliable data
  • Explore best practices for how long to analyze and interpret data in order to tell stories and make business decisions

What’s Included

  • 3 hours of live instruction starting at 10:00 a.m. Central
  • Resources, tips and best practices
  • On-demand access for three months
  • Professional Certified Marketer®️ Graduates can collect 3 PCM® CEUs

Member Price


Non-Member Price


After completing registration, you will receive a purchase receipt. We will email you the information for accessing this training closer to the event.

Want to attend with a group of 3 or more? Contact at least one business day in advance to get 10% off registration.

AMA Members Get Best Pricing and More

Not only do AMA members get discounts on trainings like this one, but they also receive exclusive content, downloadable tools, unlimited digital access to AMA academic journals and more. It’s all for a low price of $149/year.

Who Should Attend?

  • The mid-level marketer who is hands-on with strategy and decision-making.
  • Prior knowledge of data-gathering is not required.

I’m a creator and a builder. My thought leadership, relationship building and strategic thinking skills position me as a leader capable of transforming brands into inclusive mission-driven communities that cultivate meaningful relationships while fostering a continuously forward-thinking vision. My career represents 24 years of leadership, 16 years of digital marketing and PR, 10 years of diversity, equity and inclusion, as well as 7 years of data science experience. While these skills may seem unrelated, data-centric marketing through a DEI lens is not only my greatest passion, but it’s the future of marketing. In fact, in April 2021, I was honored as one of the “Top 50 Black Marketers on the Rise” for my influence and innovation.

As the first Black President of the American Marketing Association, I not only navigated our 500+ member organization through a global pandemic and civil unrest, but I forged new paths leading the Triangle chapter to become the 4th largest of an international, 70-chapter organization.

Throughout my career, I’ve spearheaded campaigns in 7 different industries, implemented PPC campaigns that increased web traffic by 300%; managed 9 simultaneous B2C social communities that increased reach by 8,269%, engagement by 1,006%, and web traffic by 608% within 90 days. I’ve hosted over 350 events both virtually and in-person, managed exhibitions for more than 45 conferences, executed 11 complete rebrands, launched both email marketing and automation campaigns, curated, drafted, edited, and published original written, video, audio, and visual content, as well as managed and designed UX and UI.

Along with my love for marketing came my desire to better strategize, pivot, and increase ROI to optimize my campaigns. This led me to pursue a concurrent career in digital marketing and data science. As a creative futuristic thinker, my extensive background in both qualitative and quantitative analysis enables me to design fully integrated, data-driven marketing campaigns that accelerate ROI by analyzing, interpreting, and turning metrics into actionable insights in real-time.

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Using DEI Data for Business Decisions