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

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.


Panel: Using the Right Technology to Improve the Customer Experience



Panelists Include:

patrickreidPatrick Reid, Area Vice President- Financial Services


MazenMazen Ghalayini, Director, Customer Experience

West Monroe Partners

BenFosterSquareBen Foster, Senior Vice President, Digital Strategy

Ketchum Midwest

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.

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.

Five Insights to Improve Marketing Performance

Written by Sarah Witzig

At CAMA Momentum 2014 we had the pleasure of interacting with Mark Jeffery, award-winning author, Kellogg lecturer, and managing partner of Agile Insights LLC.  It didn’t take us long before we all realized that data-driven marketing has actually been around for quite a long time!  So why is this established principle such a mainstream topic among marketers?  With unprecedented access to data comes the expectation that we act on that data, as quickly and effectively as possible.  Our CMOs need to be armed, says Jeffery, as they are tired of showing up to a gunfight (aka senior team meeting) with a knife.

His book, “Data-Driven Marketing – The 15 Metrics Everyone in Marketing Should Know” was awarded the best book of the year by the American Marketing Association and was the motivation for our Momentum 2014 theme.  Jeffery shared some of his research with the packed crowd, and focused on 5 insights that we all felt could drastically improve our marketing performance.

Key Takeaways:

  1. Motivation – Jeffery articulated the need for data-driven marketing. If you aren’t acquiring, analyzing, and applying information about your customers into your marketing strategy, you can bet your competitors are.
  1. The Marketing Divide – He presented data from a study of over 250 firms that represent $53 billion in annual marketing spend. There are fundamental ways that the successful organizations manage marketing differently (buy his book to find out more!)  One thing that stands out – the leading organizations always MEASURE!
  1. Data-driven Marketing – Several case studies were presented, including the story of a catalogue campaign by Sears. The retailer was sending over 250 million catalogues and losing $$$, but upon implementing a data-driven segmentation strategy (using geography, gender, lifestyle, and other attributes) the initiative became quantifiably profitable.  For a more modern example, look at the massive amounts of data that eBay takes in and uses in their marketing campaigns.
  1. Agile Marketing – The point that resonated most with me, we need to be making rapid, iterative changes to our marketing to amplify performance. To do this, Jeffery recommends measuring on a timeframe that is 1/10 the length of the campaign.  Look at the early results and go ahead and make changes, don’t wait until it is too late to affect the outcome.
  1. Social^2 (social squared) – This is where Social Media Marketing is going in the near future. We heard a comparison of an open social network (one connected to many who aren’t connected) and a closed social network (one connected to others who are already linked to each other).  This came with an intriguing example from the year 1775 that compared Paul Revere, with his open social network, to his little known counterpart William Dawes, who had a closed social network, and realized that the next big thing in Social is to target these different types of networks.

S Witzig photo 8-23-13Written by Sarah Witzig, a Chicago AMA volunteer who received the Volunteer of the Year Award in 2012-2013 for her work on membership retention strategies and campaigns.  After working in B2B marketing within the digital advertising space, Sarah joined BCU and the Financial Services industry earlier this year to work on the campaign marketing team, where she plans strategy, targeting, and results analysis for all marketing initiatives.  Connect with Sarah on LinkedIn.

Proximity Marketing: Using Location Data to Improve Search Performance

Written by Annie Badeusz

Recap of presentation by Gib Olander, VP of Product at SIM Partners

In this session, Gib Olander, VP of Product at SIM Partners gave us knowledge on how and when consumers spend.  These days, most consumers are using their mobile devices to find a store location.  In addition to using mobile devices, consumers are searching and spending money within a few miles of their homes.  This creates an opportunity for marketers of enterprise-level brands with multiple store locations to maximize on the local search space.

In order for marketers to drive foot traffic into businesses, they must improve how their business ranks in an organic online search.  First, all store location information must be accurate.  This includes, name, address, and phone number.  After data is distributed to the proper data aggregators, marketers should create local store pages. With localized content, consumers can be targeted with coupons, store specials, offers, etc.   Finally, marketers can capitalize on the local space, by using social media.

In conclusion, using local data along with best SEO practices can help brands achieve higher rankings in organic searches, and ultimately increases foot traffic.

anniebadeuszWritten by Annie Badeusz, a graduate of Western Michigan University with a degree in Marketing.  Having a background working in multiple sales capacities, Annie has recently joined SIM Partners as a part of their sales team, supporting Business Development Directors.


Multichannel Response Techniques

Written by Caroline Bombart

Attendees Received tangible, actionable items that can improve the effectiveness of your multichannel campaigns.

Recap of presentation by Sheera Eby, Jacobs & Clevenger, “Multichannel Response Techniques”

Sheera Eby highlighted 6 attributes that span channels and should define every successful multichannel campaign:

  1. Apply Data to Target – Customize your communication and deliver relevancy.
  2. Use Offer / Incentive as Motivator – Be clear and create offers that prompt customers to act now
  3. Include a Call to Action – Ensure a perceived sense of urgency and state what you want customers to do
  4. Incorporate the Complete Story – Provide all the necessary information to generate a response now.
  5. Say Yes – Get your customers all the way to Yes.
  6. Test Everything- Test your target, your offer and your creative and apply your findings across all channels

Those proven techniques ensure that all marketing communications channels are optimized to produce the best results.

carolinebombartWritten by Caroline Bombart, the Marketing Director and Consultant for the Hinsdale-based IT Consulting and Management Group Techalliance. Caroline is a member and volunteer for the Chicago Chapter of the AMA and also serves on the Board of the European Marketing Association, in London.


The Big Idea: Customer Experience Mapping

Written by Judi Myers

Are you helping your customers tell their stories?

Recap of presentation by Jeremy Ages, Director, Strategy and Planning, The Marketing Store.”The Big Idea: Customer Experience Mapping”

The Marketing Store, one of the world’s largest independent brand activation agencies, recently conducted primary research to better understand the key behavioral and emotional drivers of loyalty. Jeremy Ages discussed key insights from that study and how they can apply to a deeper understanding of the overall customer journey.

For instance, far too often marketers think more about transactional behavior rather why a customer purchased their brand. More than half of consumers indicated that their loyalty to a brand is tied to how important that brand is part of their lifestyle.

Marketers need to think beyond transactions to create brand loyalists by making their brands relevant to each individual customer’s way of life. The way to do this is by sharing experiences through storytelling. It’s a key driver of a loyal brand-customer relationship and even more powerful than the traditional customer recommendation. Marketers need to ask how they are helping tell their customers’ stories and engaging those customers to share their stories with their friends, families, and other brand loyalists.

Jeremy also presented an overview of how to create a customer experience map for a brand and demonstrated how to use it to identify areas of opportunity that can play a critical role in how (and when) we as marketers should communicate.

The customer experience map is based on three levels of engagement across various touchpoints or communications:

  1. Doing
  2. Thinking
  3. Feeling

Marketers also need to come to terms with not everyone being loyal to their brand. We need to map out each customer’s journey and their experiences, focusing on consideration, ownership and repurchase behaviors. We can map out these milestones based on the following “Loyalty Mindsets:”

  • Trend Setter
  • Prestigious Loyalists
  • Quality Seekers
  • Nonshoppers
  • Deal Hunters
  • Dollar Stretchers

Customer experience mapping outlines the evolution of a customer’s relationship with a brand: From interactions around shared interests to willingness to share personally and introductions to friends. Getting customers to share their personal stories results in brand advocates. The key marketing strategy to support brand advocacy is in helping your customers tell and share their stories.

judimyersWritten by Judi Myers, Marketing Strategist, currently on assignment at Becker Professional Education in their healthcare business startup.