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Data-Driven Empathy: 7 Hidden Sources of Your Visitors’ Hopes and Fears

April 27, 2021 @ 4:00 pm - 6:00 pm

Join content expert Andy Crestodina, as we explore ways to consider your audience’s needs as part of your data-driven strategy.

About this Event

AMA Madison’s Craft Marketing Series continues on April 27 when Andy Crestodina of Orbit Media presents “Data-Driven Empathy: 7 Hidden Sources of Your Visitors’ Hopes and Fears.”

The virtual session begins at 4 p.m. with networking. Thanks to Winbound, our sponsor.

About the Presentation

Marketing is empathy. Digital marketing is about data-driven empathy. The job is to use clues, reports and tests to find what our audience needs and serve it to them quickly. But the problem is that there’s just too much data out there. So the trick is to use the right data to find the best insights fast.

When people think of your brand, what do they want to know?

Which of your pages is least satisfying? Why?

What information needs are you ignoring?

The trick is to listen to your audience through your reports, then take the actions that make your visitors happier …because you care. That’s what empathy is all about.

Headshot of AndyAbout the Speaker

Andy Crestodina is the co-founder and Chief Marketing Officer of Orbit Media, an award-winning 40-person digital agency in Chicago. Over the past 20 years, Andy has provided digital marketing advice to 1000+ businesses. He speaks at national marketing conferences and writes for big marketing blogs. He’s also the author of Content Chemistry: The Illustrated Handbook for Content Marketing.

AMA Madison’s ‘Craft Marketing‘ Series

Craft Marketing features a different presenter each month on a niche topic. You’ll have the chance to learn about a wide range of marketing tips, tactics, and trends while meeting other industry professionals–all while enjoying a craft beer or two after a long work day!


April 27, 2021
4:00 pm - 6:00 pm
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