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The amount of data and metrics now available to marketers and organizations is overwhelming. And the AI and automation related to collecting and using that data to affect the customer experience is enough to make someone's head spin. In this session with Adara Bowen, director of brand experience for the American Marketing Association, we'll take a big breath, step back, consider the goals, challenge ourselves to ask the right questions and then proceed forward. Join us to get a big-picture view of the data landscape and the factors at play like privacy laws and technology, determine what metrics to track based on different goals, and consider different ways to collect and use data to improve the customer experience.
Adara Bowen
Director of Brand Experience, American Marketing Association
Adara Bowen is the director of brand experience for the American Marketing Association (AMA). She was a crucial champion for the launch and rollout of the AMA brand across its global support center, 70+ professional chapters, and 350+ collegiate chapters, and she has played a strategic role in the association’s recent technology transformation. Brown also challenges the AMA marketing and customer service team members to innovate and reimagine their roles in evolving the AMA customer experience.
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