Join us for hosted hor d’oeuvres, beer & wine as we dive deep into the trust in the digital world. Trust is the foundation of a good customer experience and loyal relationship—the holy grail for marketers. Technology creates many possible avenues for building trust and developing that relationship. That happens through the effective collection and use of data. And while we are building huge treasure troves of data, we are still challenged as marketers by how to best employ that data to build trust. Our speakers, Paolo Parigi and Jessica Santana, have been researching using a new method of discovering how trust develops online. Specifically, how interactions and user experience creates, increases, or decreases trust and how to discover which is happening and what might be causing it. The methodology is called an online field experiment, and the implications are are promising for the future of marketing. We may be able to use insights from this type of work to: •          More effectively personalize marketing to develop trust at an individual customer level at scale •          Create user experiences that increase trust at a measurable pace •          Overcome periods of distrust because of product or PR challenges with trust-building campaigns […]... read more →

A “buyer persona” can be a powerful tool in uncovering hidden prospect needs and in driving CX change through organizations to increase conversion and retention. But in practice, personas are often nothing more than fictional stories reflecting wishful internal thinking with little credibility and no impact. What’s the difference between the two? Bringing lessons from different perspectives, industry veterans Wayne Cerullo and Kevin McGourty will lead an interactive session on what to seek and what to avoid in implementing buyer persona best practices. They will show how applying the jobs-to-be-done innovation theory of Clayton Christiansen plus the Key Prospect Insight and Value Proposition Canvas can more effectively guide product innovation and market messaging for those products. In this highly-interactive session you will discover: • Examples of real personas that have made a real difference for marketers • How launching innovative new offerings can be powered by jobs-to-be-done innovation theory • How to tell when a “persona” is actually a fake • How to use personas to facilitate internal change • Key steps to create effective personas efficiently Handouts will provide additional tools to enable you to make progress on your own on this crucial marketing framework. Thinking of joining the […]... read more →

Join the AMA SF family and friends for our September Soiree on the Bay at the iconic Hotel Vitale!  Enjoy Italian aperitivos – beer, wine & seasonal delicacies – on the Plaza Terrace while soaking in stunning views of the San Francisco waterfront and skyline. Come dressed to impress, casual chic or somewhere in between.  This will be an affair to remember and space is limited – get your tickets today. Cin-cin! Soiree Gift Giveaway courtesy of Swift Corporate Apparel & Products. Sponsors        ... read more →

Attendees will get an insider’s look at the cutting-edge fusion between data analytics and marketing technology and leave inspired about next and best practices.

The volume of data has grown at unprecedented rate over the last few years. In fact, according to IBM, 90% of the world’s data was created in the last 2 years alone. Some would say that’s daunting, but those of us who look at the glass is half-full understand it’s an unprecedented opportunity. Data science expert and author Brian Cooper will lead a panel discussion with market experts about the impact of data on the marketing landscape, specifically in emerging areas like programmatic advertising, AI, and predictive analytics.  Attendees will get an insider’s look at the cutting-edge fusion between data analytics and marketing technology and leave inspired about next and best practics.... read more →