‘Data-driven marketing’ is a broad term referring to the process by which insights from data analysis are used to build targeted marketing campaigns. This process is both art and science. It blends the logical disciplines of data extraction and analysis with the out-of-the-box creativity of which data to unearth, which types of clues to search for within the data mounds, and how to use those insights to your advantage.

Key Takeaways
-Understanding the basic philosophical concepts behind successful data driven marketing, and that they often have very little to do with the data itself.
-Recognizing that there are many aspects to a successful data driven marketing approach that require constant assessment and refinement, rather than just one cookie cutter playbook.
-Recognizing the early warning signs that your data driven marketing campaign may not be on track.

Keith Brophy
COO, ADHD Online

Keith Brophy is a West Michigan-based entrepreneur with a background of building various nationally-focused businesses.Keith is currently COO at ADHD Online, one of the nation’s leading ADHD telehealth providers.Prior to this, Keith launched and served as Director for Business Lab at Emergent Holdings. He has served as State Director of the Michigan Small Business Development Center, CEO of Ideomed, General Manager of Enterprise Services at RCM Technologies, and CEO of Sagestone, among other endeavors. Keith has been on a range of for-profit and nonprofit boards for some of the region’s leading organizations.

He is a past Ernst & Young Michigan Entrepreneur of the Year, and companies he has led have received national accolades in areas including growth and innovation. Keith has been a speaker on future trends including testimony before state and national government bodies on business innovation, and has highlighted emerging marketing trends at the Latin American Marketing Association annual conference, among others.

Show notes, resources & links available at amawestmichigan.org/ep33

Swimming Through Data: Demystifying the Complex Simplicity of Data-Driven Marketing

Swimming Through The Data: Demystifying the Complex Simplicity of Data-Driven Marketing

EP 01

The new Marketers In Motion Podcast is powered by the West Michigan Chapter of the American Marketing Association. Marketing is our passion, and as a Chapter we hope to inspire dialogue, fuel creativity, and create a community for marketers everywhere. 

Our first podcast focuses on the AMA's mission, goals and benefits of membership. We also discuss the new Marketers In Motion Podcast and introduce our first round of podcasts which include.... 

-Social Media's Next Era: The Death of Social Media Engagement
-Cause Marketing Is Marketing, Not A Subcategory
-Marketing & Sales: Why Marketing Comes First
-Marketing Tech Talk: Integrating Marketing Technology Into Your Organization

Marketers In Motion Podcast Host:
Josh Janowiak
Director of Communications 
Sandy Pines Recreational Community

Podcast Guests and future MIM Co-Hosts:
Meahgan Pear
AMA President / National Senior Marketer at BDO USA

Rebecca Dutcher
AMA President-Elect & President and Founder of Red 66 Marketing

Marci Palmer
AMA VP of Membership / Owner and Consultant at Champion Resources

Detailed show notes, links and resources can be found at:
http://www.amawestmichigan.org/EP1

The American Marketing Association & New Marketers In Motion Podcast

EP 02

The social media landscape today bears little resemblance to the one many marketers are still operating in. Organic reach is dead, but in its place we have the best tools for targeting and attribution ever devised (and growing smarter every day). Free yourself from worrying about “frequency” and “best times to post,” and learn where you should be spending your energy. To extract the full measure of benefit from social media today, legacy “owned” channels like one’s website and email marketing have renewed importance as valuable datapoints to feed the self-optimizing machines of PPC advertising.

Key Topics:
-How the business application (B2B and B2C) of social media has changed in the last five years
-Trends on the horizon and how to prepare for them
-What makes for meaningful KPIs
-How social media makes every other part of your marketing strategy more important

Podcast Guest:
Derek DeVries is a digital strategist at Lambert & Co. (previously known as Lambert, Edwards & Associates (LE&A)). His areas of expertise include social media marketing, crisis communications, online reputation management, digital branding, web development, and counsel on all things Internet-related.

Derek currently works with clients that include the North American International Auto Show (NAIAS), New Holland Brewing, the University Research Corridor (URC), Greatland Corporation, Ranir, Boulder Canyon Foods, and Wolverine World Wide.

Detailed show notes, links and resources can be found at:
http://www.amawestmichigan.org/EP2

Social Media's Next Era

EP 03

Boxed Water is a present-day David vs Goliath story of a small sustainable water company taking on the $60 billion plastic bottled water industry. 

How do you build a brand on a small budget when you’re up against multi-billion dollar competitors? 
How do you reach consumers with a complex message? 

Boxed Water has been able to build a brand by becoming a conduit between consumers and their growing desire to help the planet…elevating its proposition to be more than a water brand. It has empowered fans to plant over 790,000 trees in our national forests and on path to cleaning up 3,000 miles of beaches.

In this podcast we talk about how companies need to build partnerships in order to differentiate themselves in today’s business environment- and why it’s more important than ever to listen to consumers (and not necessarily the trade). We discuss the challenges and learnings that Boxed Water has faced in its first decade and how to you can apply them to your organization.

Key topics
-Cause Marketing is Marketing, not a subcategory
-Today's marketers need to approach branding with authentic values
-How to leverage partnerships to build brands and differentiate themselves
-The pitfalls you may find along the way

Podcast Guest:
Rob Koenen CMO at Boxed Water Is Better

Detailed show notes, links and resources can be found at:
http://www.amawestmichigan.org/EP3

Cause Marketing Is Marketing, Not A Subcategory

MarTech Decisions Begin With Knowing Your Audience and Your Business
EP 05

With “Baby boomers” continuing to exit the workforce at a rapid rate, relationships between buyers and sellers are changing more rapidly than ever. Learn how to design winning processes and use technologies to help your business cultivate new relationships and secure existing relationships in the digital age. 

Key Topics

-CRM (Business Automation)
-Social Media
-Marketing Automation

Show notes available at http://www.amawestmichigan.org/EP4

Dan McGraw of DPT Solutions

Dan McGraw, CEO and Senior Business Strategist from DPT Solutions, a local business process strategy and automation company in Grand Rapids, MI. Dan has spent the last 20 years connecting people, process, and technology to drive business performance. He is a technology innovator and leader that is passionate about leveraging technology to help improve business outcomes through digital transformation and industry disruption. Outside of business, he is an avid cyclist and cycling coach, and enjoys competing in mountain biking, road racing, and the occasional triathlon.

Dan McGraw
CEO/Senior Business Strategist
DPT Solutions
dmcgraw@dptsolutions.com
dptsolutions.com

MarTech Decisions Begin With Knowing Your Audience and Your Business

The Marketers In Motion Podcast powered by the West Michigan Chapter of the American Marketing Association. Marketing is our passion, and as a Chapter we hope to inspire dialogue, fuel creativity, and create a community for marketers everywhere. Let the inspiration and dialogue begin.