Marketing Technology Friday Forum


  • Your Journey to Marketing Technology Nirvana

    Marketing technology is an all-encompassing term that companies love to throw around to sound sophisticated, but what does it actually mean, and how do you achieve marketing technology excellence? In this session, learn what it will take to complete your journey to marketing technology nirvana. What is it? What isn't it? What mistakes are you most likely to make?

    You'll learn:

    • The Marketing Technology Governance Framework
    • Four key internal processes you must master to make use of marketing technology
    • The #1 reason most marketing technology efforts fail
    • The insider's secret to vetting marketing technology vendors


    Christopher S. Penn
    • Christopher S. Penn
    • Co-founder and Chief Data Scientist at Trust Insights
    • @cspenn

    Christopher S. Penn is an authority on analytics, digital marketing, marketing technology, data science, and machine learning. A keynote speaker and best-selling author, Chris is also co-founder + chief data scientist of Trust Insights and co-host of the Marketing Over Coffee podcast.

  • Hybrid Events: What You Need to Know Now

    Virtual events have quickly become the norm in today's world, but as we think ahead, what will events in the near future look like? Hybrid events that provide engaging in-person experiences, while incorporating key virtual elements, enable event professionals to offer a dynamic event for attendees however they choose to participate. Not sure where to start when it comes to hybrid events? No sweat. Join this session to get started.

    You'll learn:

    • The definition and core elements of a hybrid event
    • Common hybrid event challenges plus tips for successfully navigating these
    • Best practices for high levels of virtual and in-person attendee engagement


    McNeel Keenan
    • McNeel Keenan
    • Vice President, Product Management, Cvent
    • @mcneelk

    McNeel Keenan is vice president of product management at Cvent, leading the mobile and onsite solutions division that enables event organizers to execute, engage, and gain insight on their attendees during the event.

  • Data Data Everywhere—but Which Metrics Matter?

    In this quick-hitting session, we'll demystify the process of gathering, measuring, and interpreting data to clarify how marketing activities and actions impact your business's overall performance.

    You'll learn how to:

    • Identify which metrics are important
    • Capture the data that matters most
    • Interpret performance to make actionable decisions


    Liz Zanter
    • Liz Zanter
    • Chief Data Advisor
    • @zantergroup

    Liz Zanter, CTO of AuVis, Inc., is dedicated to helping businesses understand and access their data for informed decision making. Liz also serves as Chief Data Advisor for Atomic Revenue, helping clients design processes to collect and interpret their data.


Cvent is a leading meetings, events, and hospitality technology provider whose products automate and simplify the planning process to maximize the impact of events. Cvent solutions optimize the entire event management value chain and have enabled clients to manage millions of meetings and events.
Rate this


  • Date: On-Demand — Access anytime!
  • Sessions: 3 presentations by top industry experts
  • Length: 30-45 minutes per session
  • Element: Analyze, Management
  • Topic: Martech
  • Price: $0


Already a MarketingProfs subscriber? Sign in to make registration easier.
Already registered? Sign in to continue.


By registering for this Friday Forum, I agree to become a MarketingProfs subscriber (if I'm not one already) and receive editorial and marketing emails. I can change my email preferences at any time on the My Account page or unsubscribe using the link at the bottom of any email.

I've read and agree to all the Terms of Use and understand the Privacy Policy.

Please check the box to continue.