Learn the latest techniques and tools for marketing technology and mobile marketing.

The highly popular Momentum Conference is now the Marketing Technology Conference.

Social Media Rules! How Can Higher Ed Marketers Reach Prospective Students?

When trying to reach Generation Z or Millennials, SnapChat, Instagram and Twitter are the “it” social media platforms. Print still serves a purpose — mainly driving the recipient to your digital presence – but social media is the place where engagement and conversion happens. That was the message Michael Mullarkey, chief executive officer of Chicago-based Brickfish, delivered at the Higher Ed SIG gathering that took place April 6.

The SIG meeting, which was held at Troquet North, was a discussion about how to optimize social media for colleges and universities. In keeping with our new format for these gatherings, the meeting was more of a moderated conversation as opposed to a presentation.  It was a huge success!

Brickfish, whose slogan is “Engagement is Everything,” manages the content and social media of large brands like Neiman Marcus and Hertz.  Relevant, fresh content along with a quick response to visitors’ queries is essential to the success of any enterprise. Generation Z and Millennials expect instance responses. Mullarkey believes Facebook is still important, but these cohorts spend most of their time exchanging rapid-fire communiqués with their friends on SnapChat and WhatsApp. Marketers need to become a relevant part of these exchanges.

Mullarkey also spoke about the shrinking reach of Facebook and Instagram. Once brands established their presence on these platforms, these firms monetized their sites.  You now have to boost your post to expand your reach and that requires paying for it. He offered some advice about how to get around having to pay, which includes unique, relevant content, engagement and short video.

Bottom line: For us higher education communicators, it’s new a world. We just need to fasten our seat belts and enjoy the ride.

Betsy Butterworth Dean Petrulakis

Betsy Butterworth and Dean Petrulakis

Co-Chairs, Chicago AMA Higher Education Special Interest Group

Patrick Reid, Vice President Financial Services, Salesforce

MomentumBasicnarrowPanelist: Using the Right Technology to Improve Customer Experience

Patrick Reid is the Area Vice President, responsible for the Financial Services vertical in the Midwest and Canada. Reid has had a variety of roles at Salesforce since joining in 2005.  Reid has spent his career focused on helping his customers to become customer centric companies and effectively leverage technology to gain advantage in the market.  Reid believes that success for his customers is helping them effectively leverage technology across their customer facing and supporting functions to reduce friction and increase customer engagement and loyalty.

Reid holds a B.A in Economics from the University of San Diego.

Matthew Tennant – Global Director of Social at McDonald’s

Data Driven Modern Marketing

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Data Driven Social Modern Marketing

This presentation covers:

  • How to use social data to drive relevance
  • Developing Stories that matter
  • Building advocacy among your social audience

BIO: Matthew Tennant serves as the Global Director of Social to lead, innovate and drive the team’s success. Previously, Matthew built out the Customer Insight Center for Microsoft and led social for multiple Microsoft products. Matthew’s ability to evolve with the ever-changing social media ecosystem led him to launch the first-ever Global Digital Brand Hub at McDonald’s Corporate.

Fav McD Food: Quarter Pounder with Cheese | Outside Activities: Matthew is a yoga Instructor and practices 5+ times per week. He is also a single engine pilot and enjoys traveling to the sun in cold months in addition to spending time with friends and family.


Tim Handorf, Co-Founder & President, G2 Crowd

The Future of the Marketing Technology Stack

Tech StackThe modern marketer has more technologies to choose from than ever and it is getting more confusing to determine what technologies will have the most impact on your business.  Based on insights from customer reviews, we will share trends of the modern day marketers technology stack.  In addition, we will discuss how peer to peer communication is  changing the way marketers need to think about their customers and how they interact with them.
1.    What technologies are modern marketers currently using and considering using in the future.
2.    What technologies do marketers love to use and which ones would they prefer not to use.
3.    How marketers can take advantage of what their customers are saying about them.


BIO: Tim has spent more than 15 years developing and delivering software in a variety of roles including professional services and product management. Prior to G2 Crowd, Tim was responsible for Product Management at BigMachines and led efforts to deliver the top-rated quoting tool on Salesforce.com‘s AppExchange for three years in a row. Tim loves making life better by solving problems using software technology and is passionate about working in an entrepreneurial environment, where each day is unique and learning is constant.  When not at work, he helps coach his kids’ wrestling team and serves at his local church. Tim grew up in rural Iowa on his family farm, so building software was a natural transition.  He also appreciates good sarcasm (except when directed at him from his children), and has the worst penmanship in the company.

Laura Squier, Director of Sales and Business Development for Advanced Analytics, QueBit

Top 10 Ways Marketers Can Improve Business Performance with Predictive Analytics

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Top 10 Ways Marketers Can Improve Business Performance with Predictive Analytics 


This fast-paced session will highlight 10 ways marketers can leverage predictive  analytics to improve business performance through:

1)      Acquisition/Conversion

2)      Retention

3)      Next Best Offer

4)      Customer Segmentation

5)      Customer Lifetime Value

6)      Direct Mail – Incremental Response

7)      Social Media Analytics

8)      Cross-Campaign Optimization

9)      Marketing Mix Modeling and Optimization

10)   Assortment and Demand Planning

Three program key takeaways:

1)     Predictive Analytics is not a singular application to marketing

2)     Integrate customer value

3)     Businesses can achieve value rapidly

Find out more about this presentation in this interview:

QueBITBIO:  Laura Squier has focused on Advanced Analytics since the late 1990’s across supporting Commercial and Public Sector organizations. She worked at SPSS supporting Modeler from 1997 – 2006 serving in pre-sales, services and product management roles. She has worked with various analytical vendors and consulting organizations such as SAS and Accenture. In February 2014, she joined the QueBIT team as the Director of Advanced Analytics Sales and Business Development. Laura holds a Master’s Degree in Mathematical Economics.

Mazen Ghalayini, Director, Customer Experience – West Monroe Partners

MomentumBasicnarrowPanelist: Using the Right Technology to Improve Customer Experience

Mazen Ghalayini is a director and leads West Monroe’s Customer Experience practice in Chicago as well as the firm’s national CRM practice. Mazen has spent the last 15 years focused on enabling the sales, marketing and service functions at his clients to create more effective, profitable and engaged customer experiences. His experience includes facilitating visioning sessions with executives to create actionable strategies and roadmaps as well as leading global, high-performing teams through complex business transformation programs with cross-functional and technical implementations to drive sustained organizational change.


He pairs strong business acumen with extensive experience in customer-facing technologies to lead large-scale program management, business transformation, business process definition and optimization, custom application development, package software implementation initiatives, as well as eCommerce, CRM and ERP, data conversion and systems integration projects.

Liisa Thomas, Chair, Privacy and Data Security Practice, Winston & Strawn LLP


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Social Media and Consumer Inquiries about Data Breaches – What is the Marketer’s Role?

Consumers are hyper aware about privacy issues, and particularly sensitive to the misuse of their information by hackers and other bad actors. As companies are increasingly coming under attack, everyone in an organization needs to be prepared. The issue is particularly fraught for marketers and their companies’ social media channels when their company is hit by an attack. What can a marketer say that will not impact the company’s underlying legal exposure? What strategies will best protect the company, and the brand?

WinstonLLP Logo_CMYKLiisa Thomas is the chair of Winston & Strawn LLP’s global privacy and data security practice, and author of the Thomson Reuters publication Thomas on Data Breach. She literally wrote the book on this topic, and regularly counsels clients through thorny breach notice and disclosure issues. (Lissa is planning to make some opening remarks and then give the room a Social Media crisis to resolve. Each table is to talk among themselves for 10-15 minutes to come up with how they would solve the issue while she circulates and listens. She will present some of the table’s answers to the room and comment on the resolutions from a legal perspective. Then likely 10-15 of closing remarks.)


  1. How you can use social media to your advantage (or disadvantage!) during a data incident
  2. The biggest risks and pitfalls your company could face during a breach incident
  3. The most common consumer questions companies are asked when they suffer a data breach

BIO: Liisa Thomas, a partner based in the firm’s Chicago office, is the chair of the firm’s privacy and data security practice. Her clients rely on her ability to create clarity in a sea of confusing legal requirements and describe her as “extremely responsive, while providing thoughtful legal analysis combined with real world practical advice.”

Ms. Thomas, who was born in Finland and has lived in France, Egypt, and Spain, frequently coordinates global efforts in the privacy area for her clients. Clients value her global insights and familiarity with business systems outside of the United States. With Ms. Thomas’s assistance, her clients—which include major consumer brands, advertising agencies, and consumer research companies—are able to navigate thorny data breach disclosure issues, use emerging interactive advertising techniques, and create compliant security programs all while effectively managing their legal risks.

Ben Foster, Senior Vice President and Digital Strategist, Ketchum Midwest

MomentumBasicnarrowPanelist: Using the Right Technology to Improve the Customer Experience

Ben Foster is Senior Vice President and Digital Strategist for Ketchum Midwest in Chicago. In this role, he sets Digital and Social strategy for clients including General Mills, Whirlpool, Kimberly Clark, and Hilton.

Ben is also an Adjunct Faculty member at DePaul University’s College of Communications where he teaches a graduate class in Digital Strategy for Advertising and Public Relations.

Prior to joining Ketchum, Ben was the Senior Strategy and Content Manager for Social Networking at Allstate. He helped create Allstate’s Social Media group where he provided strategic leadership to Social Media initiatives across all of Allstate’s business units

Before joining Allstate, Ben was a management consultant specializing in innovation strategy with Kuczmarski and Associates in Chicago. He developed the processes and governance structures required to create a culture of innovation for clients in the US and Mexico.

Ben began his career at GE Capital where he worked for numerous GE businesses across the United States and Europe in Six Sigma and Technology Strategy.

Ben holds an MBA from the University of Chicago Booth School of Business in Economics and Finance and a BS from Miami University in Marketing and Management Information Systems. He is also a GE Certified Six Sigma Black Belt.

His research on Facebook User Growth has been published in 3 textbooks and he has been quoted numerous times in outlets such as ABC News, Huffington Post, Mashable, and ReadWriteWeb.