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Demystifying Data for Actionable Results

It is no mystery that creating long-term B2B relationships lies in understanding customer pain points and being equipped to offer solutions. With all the data available to marketers, getting to know your audience on an intimate level seems like it should be simple. Surprisingly, data access does not equate to data understanding. And, as complex data sets expand often comprehension shrinks. A 2017 study by CMO Council and RedPoint Global found that marketers are still failing at giving customers what they need. Why? “They don't know what data they have at their disposal, and they don't know how to use it” ( This workshop will help you to have confidence in understanding the interconnectivity between digital marketing touchpoints (website, social media, paid ads) and the behaviors that translate into engagement and conversions.

In this special joint program with DU's University College, participants will have the opportunity to not only learn the latest methods on using data to build better customer relationships, but they will also earn a certificate from the university. During the 3-hour session, participants will workshop through the data demystification process. By the end you’ll walk away with:

  • A better understanding of the online customer journey
  • Tactics to extract smaller data sets specifically aligned with consumer/user online behaviors
  • The know-how to leverage the power of micro-conversions to optimize more steps in the sales funnel
  • The ability to more clearly define (and communicate to your team) objectives and key performance indicators that are specific to target audience groups and the actions they take through your website and social channels

Join us for Demystifying Data for Actionable Results and learn how to use your marketing insights to add value to your customer relationships, be more responsive to business needs, and build powerful internal teams.

8 - 9 a.m. - Check-in with continental breakfast and networking
9 a.m. - noon - Program

Attendees will receive a certificate of completion from DU's University College.

“This program is approved for 3 professional development hours. The University of Denver, Center for Professional Development (CPD) is approved by DU's University College to sponsor professional development for the Business Marketing Association. CPD maintains responsibility for this program and its content.”


Cindy Cragg
Adjunct Faculty University of Denver | University College

Cindy Cragg (MA in Organizational & Professional Communication, University of Denver; BA in Interpersonal & Public Communication, Northern Illinois University) has nearly 20 years experience in digital marketing with a focus on strategic content marketing and optimization. Whether in the class room or conference room, Cindy brings a high level of real-life experience and practical application to every project she touches. Cindy's approach is unequivocally no-nonsense. Cindy believes that no matter how much we know, we are always learning and she is passionate about sharing her knowledge and know-how with every person she comes into contact with.  

Cindy is Director of Digital Strategy for Luminary Digital, a boutique digital marketing agency in Denver, and has been an Adjunct Faculty at University of Denver’s University College since 2015. Cindy has taught courses in branding, search marketing, campaign management, marketing communication and web analytics.

Thursday, January 11, 2018 8 a.m. - noon


University of Denver, DCB 125, Daniels College of Business, 2101 S University Blvd, Denver, CO 80210

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  • BMA Colorado Member: $39
  • Not-yet-a-BMA Colorado member: $54
  • BMA Colorado Member Team of 5: $156
  • Not-yet-a-BMA Colorado member team of 5: $216


Deadline: 1/10/2018
Maximum Attendees: 26