Wednesday 10:45AM - 11:45AM

Building the Data-Driven Customer Journey

Speaker: Christopher S. Penn, Vice President of Marketing Technology  SHIFT Communications

What would you say if we told you can build a truly data-driven marketing strategy with data you already have to? Well you can.  In this session, we'll examine the challenges organizations face in digital marketing and the importance of  customer journey (especially buyer’s journey) mapping. Get practical, hands-on advice for constructing your own data-driven buyer’s journey map from information you likely already have in your marketing department. Plus, discover the ideal marketing technology stack to power your company's growth.


At the end of this session you will be able to:

  • Build a data-driven customer journey from Google Analytics data
  • Understand your 2017 marketing resourcing
  • Assign strategic priorities by channel