Digital Strategy and Analytics

Digital Strategy and Analytics

This course delivers a solid understanding of new digital technologies and digital strategy development.  It shows how digital strategies can be effectively integrated across an organization, and provides analytical techniques to use in measuring the success of digital strategies and programs.



  • You will learn a basic definition of digital and how to identify, shape and execute digital opportunities in order to increase your organization’s competitive advantage.
  • You will learn how to develop a cohesive digital strategy and how to measure its effectiveness.
  • .You will become familiar with a range of key concepts such as audience
  • segmentation, customer journey, pathways to conversion, the differences between a paid, owned and earned approach across the consumer decision journey, destinations (websites and apps), communications (advertising, social, email and search) and optimizations (analytics and testing).
  • We’ll review best in class examples how digital content can fulfill the consumers’ desire for information, utility and entertainment at specific cross-hairs of their typical day or week – resulting in better performing marketing campaigns.
  • Digital Strategy development process and tools
  • Practical understanding of how to use new digital technologies
  • Specific analytical tools to measure the effectiveness of digital strategies and programs.
  • Examples of best practice digital strategies and analytical tools
  • High comfort level in working with digital concepts and practices
“I feel like I earned a bachelor’s degree in digital strategy and marketing from Shane and Jon and can’t wait to put some of the strategies outlined into practice.”
“Jon and Shane did a wonderful job of presenting the (very complex) information in an easy to understand manner. I especially liked their addressing how to apply these tools to our work situations.”
“This was a great training. It did a great job of bridging concepts into action.”

Shane Johnston , Executive Vice President, Director of Client Development, Capstrat, is charged with developing marketing strategies and integrated communications plans for Capstrat clients. His 25-year career spans client and agency marketing in B2C and B2B environments. His expertise in campaign development and marketing implementation delivers results for clients like Lenovo, VMware, Teleflex, MWV and UNC-Chapel Hill. Shane’s client side experience includes stops at Sprint, Mutual of Omaha, Methodist Health Systems and Nortel Networks. Before Capstrat, he led client strategy at Brooks Bell Interactive, working with Chase Bank, AARP, The Wall Street Journal and Clearwire. Shane served as 2010 president of the Triangle American Marketing Association. He earned his BSBA and MBA from the University of Nebraska at Omaha.

Jon Barlow, Senior Vice President, Group Digital Director, Capstrat leads web, mobile, SEO/SEM, UX and overall digital strategies for clients.  With more than 18 years of experience in digital marketing and advertising, Jon is adept at providing solutions that properly blend design, technology and strategy for clients such as Lenovo, Cree, GlaxoSmithKline, Quintiles and the University of North Carolina at Chapel Hill. Before joining Capstrat, Jon was a senior digital strategist at a regional agency, where he provided digital marketing strategy for the agency’s top clients. Previously, Jon was instrumental in developing, launching and managing the digital marketing and social media marketing efforts for Aspen Dental, the largest dental practice management company in the U.S. Jon earned his bachelor’s degree in Communications from the University at Buffalo and a Sun Java internet application developer certification from Syracuse University.

If you are a marketing leader currently involved in driving digital strategy in your organization, or soon will be, this course is for you. The session is beneficial for both for-profit and nonprofit organizations, service- and product-oriented businesses and companies operating in B-to-B and B-to-C channels of distribution.

21st technology for marketing




  • Content marketing legend Joe Pulizzi announced as a Keynote Speaker for #TFM16

    Content marketing legend Joe Pulizzi announced as a Keynote Speaker for #TFM16



  • Content marketing legend Joe Pulizzi announced as a Keynote Speaker for #TFM16

    Content marketing legend Joe Pulizzi announced as a Keynote Speaker for #TFM16

Why TFM?

The only place to discover the trends and technology to transform your marketing.

  • Meet tech innovators changing marketing
  • Find new tools to support your teams
  • Make connections to boost your career

More reasons to be at TFM

Meet our Killer Keynotes

Meet our Killer Keynotes

MarTech’s game changers reveal their visions for the future…

  • Joe Pulizzi tackles content marketing myths
  • Microsoft’s Dave Coplin talks about tech’s impact on humans
  • Ritesh Patel reveals the secrets of pharma’s customer experience transformation

Plus: Oracle, IBM, Salesforce, Adobe & Marketo battle it out in the Marketing Cloud All Stars debate

Meet all the keynotes

Conference Programme announced

Conference Programme announced

Returning bigger and better than before with 4 theatres covering the 8 key content streams with speakers including favourites Dave Chaffey, Doug Kessler, Kelvin Newman and more.

Check out the Conference Programme

100+ MarTech providers to transform your marketing

100+ MarTech providers to transform your marketing

Talk to 100+ of the biggest innovators in MarTech and find the tools that will make you and your team more effective. From marketing automation software to social media monitoring tools, database management systems to marketing analytics, TFM has it covered.

See who’s exhibiting

What's unmissable at TFM?

What’s unmissable at TFM?

Ever been part of a live neuromarketing experiment? Taken a marketing masterclass in AI? Or heard exclusive research from BuzzSumo before anyone else? Then look no further than TFM.

What’s happening at TFM

The complete customer journey

For the first time ever, three essential expos will come together under one roof to create one unparalleled show, Customer Series Live, that’s dedicated to your complete customer solution.

Want to be an organisation whose customers excitedly tell their friends and family how amazing you are? Then let us help.

Find out more

  • Can’t wait for @tfm_event @ecommerceexpo & @callcentreexpo in Sept. 3 great shows in 1 & free to attend!

Main Sponsor of Customer Series Live

Sponsors & Event Partners


Sometimes, as a frustrated sales leader looking to motivate your team, you need to tap a totally different part of your brain. Comparing sales to other parts of life by way of analogy isn’t just a great way to communicate insights to reps—it’s also fun.

Likening your sales team to spirit animals or toddlers might seem like a strange idea (in fact, it almost certainly does). But it’s also a clear (if quirky) way to convey useful lessons. Sales bloggers across the web embraced this kind of thinking over the past week.  

Whether you’re thinking about the unique personalities on your team, how to train your department, or how to approach customers, let’s see how analogies can help.

Treat Your Rep like a 5-Year-Old

Brian Fravel, blogging at Salesforce, realized that the best sales rep he knows acts like a complete 5-year-old. “He has a short attention span, likes to play, but doesn’t like too many rules…He is short on patience, is fairly unorganized, but really passionate if he can see the reward,” Fravel wrote.

Many of you probably have people on your team who behave like this, and you’ll want to get the best out of him or her. Fravel offers some great tips. Among them: Ditch the all-day-long training sessions that most of us will forget anyhow. Instead, coach one skill at a time—and at the right time. Fravel suggests “introducing smaller modules of information when they are the most useful for moving an opportunity forward.”

Sell Like a Brand

When managing your own sales and your team’s, brand expert Denise Yohn recommends thinking about selling your brand. In an environment where information ubiquity makes many prospects feel they don’t even need a salesperson, Yohn explains that “great salespeople succeed in this new business environment by doing what great brands do.”

Yohn presents seven principles about how to sell like a brand does. Similar to great brands, salespeople do not sell products—they sell experiences to “appeal to and connect with their clients through emotion, brand story-telling, and thought-leadership.”

Like brands, great salespeople “create extraordinary experiences that embody their brand.” That means salespeople should focus on making each step of the sales process memorable and “seek out opportunities to infuse the most influential [customers] with the brand’s key values and attributes.”



How Working Fewer Hours Can Increase Your Productivity

Posted By Guest Blogger 31th of August 2016 Be Productive 17

How working fewer hours can increase your productivity

We live in a culture that assumes the more hours you work the more work you are doing. Stories are traded of working past midnight or working 10 hour days with no breaks with great pride and being sleep deprived due to work, is treated by many as a badge of honor. But is it productive?

If you look at the statistics, it appears not:


The above graph shows the productivity (GDP per hour worked) in relation to the number of hours worked in OECD countries. The trend is clear: the more hours worked the less productive we are.

Personally this is something I have worked out the hard way. At the end of 2014 I was so close to quitting blogging. I was caught in the working longer hours trap. I would work some hours while the kids were at school, then once they were off in bed I would start my second shift and work late into the night.


7 Steps to Snapchat Success

By Sarah Moore of social media agency Eleven Lights Media.

Contrary to popular belief, Snapchat isn’t just for the teen population trying to escape their Facebook-friending parents.

As of May 2015 there were 100M active users daily and over 77% of them are above the age of 18. As well as this, Snapchat is now boasting 8M daily views equaling that of Facebook (who has a much larger user base). When you consider these statistics, it becomes clear that for the most part, Snapchat incorporates most businesses’ ideal client.

The questions I see flying around right now are – What benefit is Snapchat to me as a blogger? How do I use it effectively without wasting my time? How do you find anyone on the platform?


How to Become a Professional Speaker when You Have No Leads or Experience

By Emilie Wapnick of Puttylike.

If you’re like most bloggers, you probably have a message that you want to share with the world. Speaking is a great way to expand your reach and connect with people on an emotional level. It can help you grow your community and customer base and lead to incredible career opportunities. Speaking engagements can also pay exceptionally well(!), depending on who your client is.


How Bloggers Can Benefit From Google’s Rich Answers

By digital marketing expert Jim Stewart of StewART Media

We’ve always been told that the aim for our blog posts is to be number one. That achieving first position on page one of Google through organic traffic is the target of any blog or online business.

Well what if I was to tell you that you can now climb higher than number one? – because you can! And it  makes a world of difference to your traffic.