Marketing SIG: Designing a Digital Analytics Measurement Plan

When:  May 30, 2018 from 09:00 to 10:30 (CT)
Who: Marketing SIG
Fee: Complimentary with membership

CAE Credit Hours: 1.5

Location: Association Forum HQ


Program Description: 

Modernize your digital analytics approach to discover new insights that can help you improve your marketing ROI. A comprehensive digital analytics measurement plan is more than just reporting your web traffic: it is a vital resource driving your association’s business decisions. This presentation, followed by a Q&A, aims to help the association professional improve their analytics strategy on any budget.

At this session, participants will:

  • Understand the components and requirements of a comprehensive digital analytics program
  • Develop an understanding of goal-setting in the digital space and its relationship to organizational KPIs
  • Examine how to map specific user actions and audience intent to your goals
  • Discuss measurement planning and relationships across multiple digital marketing channels
  • Review dashboard design fundamentals: how to demonstrate value and communicate outcomes to different stakeholder audiences

About the Presenter:

Kim Pollock

Kim currently works as the enterprise-wide lead in Digital Analytics and Optimization for the American Hospital Association and its subsidiaries. She ensures strategies and tools connect with audiences and align with the organization's objectives.

Kim has certifications in Google Analytics, Google Tag Manager, Data Science, Digital Marketing and Interaction Design. She regularly leads educational seminars and peer mentorships. Kim is also a front-end developer and designer.

Before working for the AHA, she ran an independent digital consulting firm serving clients in a range of industries including CPG, Finance, Real Estate, and Sports. She has also worked with small business IT startups. 

Bring a Guest 

We know one is a lonely number. That’s why we invite you to bring a guest to a Shared Interest Group meeting. Not a member? No problem. Non-members can attend one complimentary event before becoming a member of Association Forum. Join others with shared interests and discuss issues, ideas and trends. All guests must be pre-registered!
Note: This program is not endorsed, accredited, or affiliated with ASAE or the CAE program.  Applicants may use any program that meets eligibility requirements in the specific timeframe towards the exam application or renewal. There are no specific individual courses required as part of the applications – selection of eligible education is up to the applicant based on his/her needs.



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