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Dallas Executive Luncheon – Using Digital Analytics to Drive Marketing Campaigns

October 17, 2018 @ 11:15 am - 1:00 pm

Marketers know the importance and impact that digital analytics and insights can have on campaign strategy.  But all too often even the best marketers can be intimidated by the sheer volume and variety of data coming from their digital channels and aren’t always sure how to use it to inform and drive campaign strategy. Often there is a gap between the digital marketer and the digital analyst.  This panel discussion’s objective is to start closing that gap

  • Extracting the right insights to inform campaign strategy
  • Using digital analytics to test campaign tactics and how to view the results
  • Understanding analytics across the different digital platforms and what to be aware of
  • How to use tag management and A/B testing to develop marketing strategy
  • Post campaign analysis tips


Andrew Milner
Digital Marketing Manager
Chili’s Bar & Grill

Andrew is a Digital Marketing Manager for Chili’s Bar & Grill. He oversees Conversion Rate Optimization, Search Engine Optimization, Local Listings, and content management for chilis.com. Andrew has been with Chili’s for 8 years serving with roles in CRM/Email Marketing, Marketing Analytics, and Machine Learning. After several years in the technology space as a consultant and subject matter expert in restaurant technology, business intelligence, and master data management, Andrew made a career shift to digital marketing and hasn’t turned back. His curiosity revolves around how organizations can operate quicker and more efficiently across teams (especially marketing and technology). Andrew and his wife Stephanie have been married 8 years and enjoy life with daughter Lucy (7) and son Frank (3).


Kevin Jemison
Senior Technical Consultant
Adobe Analytics

Kevin has over 12 years of professional experience in analytics.  Starting his analytics career in financial services he quickly recognized the exciting opportunities available in digital analytics and the huge demand for people with experience in this field.  He sharpened and expanded his skills working for one of DFW’s leading digital agencies before moving to Hilton Worldwide as their Digital Analytics Architect.   At Hilton Kevin was responsible for digital measurement strategy, implementation, and governance across all 12 Hilton brands web and mobile platforms for over 3,800 hotels in 91 countries.  Currently Kevin is a Senior Technical Consultant specializing in Analytics and Optimization and is an expert level practitioner in Adobe Analytics, Adobe Dynamic Tag Manager (DTM) and Adobe Launch.  Kevin also teaches in the SMU Digital Analytics and Insights Program smu.edu/digitalanalytics


Jennifer D Guibert
Sr. Manager, Marketing Analytics

Jennifer is a Senior Manager on the Customer Strategy & Analytics Team at JCPenney, where she is responsible for media optimization analytics including Media Mix Modeling, attribution and channel performance management. She also focuses on audience strategy and execution where she partners with the CRM, Digital and Print Teams on targeting the right customer at the right time. In addition to media and audience optimization, Jennifer manages all data infrastructure and forecasting for the Media Team. Jennifer also partners with the jcpenney.com team on customer and media strategy.

Jennifer has been with JCPenney for 4 years.  She began her career at JCPenney in 2014 on the Customer Strategy team focusing on bringing CRM and web analytics together to better understand the omni-channel customer. She transitioned to the Media Team in 2016 and then back to Customer Strategy & Analytics in 2018.

Prior to JCPenney, Jennifer’s experience involved various agency roles where she was responsible for CRM / customer analysis and direct marketing optimization. Jennifer graduated from the University of North Texas in 2007 with a BBA in Economics.


Jordan Johnson
Sr Manager, Marketing Technology
Southwest Airlines

Jordan lives at the intersection of data, strategy and actionable insights. Early in his career, he worked for JetBlue Airways in Revenue Management and Pricing. Every day was a struggle to match supply with demand and alter the only available factor, price, to do so. Upon seeing the growth of digital analytics, at the time powered by Omniture (now Adobe Analytics), he knew his technical aptitude and strong analytical and business skills could be put to use in a new and exciting way in the world of Digital Analytics. After 5 years with JetBlue in those various capacities, he jumped at the chance to work for Southwest Airlines – a family affair for him. He is joined in his passion for the Southwest brand by his Mother (Flight Attendant), Brother (Pilot) and Cousin (Corporate Sales Manager).

In his 10 years at Southwest, Jordan has grown from the single Digital Analyst to Manager, Analytics and Optimization, and finally his current role of Sr Manager, Marketing Technologies. His passion is bringing effective campaigns to life, driven by analytics, in new and exciting ways. Leading a team which includes Analytics Implementation Specialists, subject matter experts (SMEs) in testing execution, MarTech and Marketing Resource Management and the web content management team, he has delivered increasingly complex, integrated data solutions and propels the business forward with tools to execute complex campaigns.


John Oren
Director Digital Analytics
Academic Partnerships

John Oren has been the Director of Digital Analytics for Academic Partnerships for the past 4 years specializing in providing marketing insights for several higher education universities.  He has worked in Digital Marketing for close to 15 years focused on both Digital analytics and Internet advertising.  Previously, John worked for the Richards Group and Dex media executing numerous A/B tests across multiple channels, analyzing and optimizing several omni-channel technologies and devising database solutions with a focus on data visualization.

John is a loud and proud native Texan who takes full advantage of his surroundings both working and living in Downtown Dallas with his lovely wife.  In his spare time, he enjoys listening to live music, playing poker and debating the merits of faulty attribution models while extolling the virtues of utilizing concrete data to solve complex business problems both offline and online.



Moderated by:

Brad McCormick
Chief Strategy Officer

President Elect

Brad B. McCormick is the Chief Strategy Officer at Moroch, a Dallas-based top 10 independent marketing agency  Brad has over 19 years of experience in helping global B2C & B2B companies create brand equity in the digital world.

A native Texan, Brad spent the majority of his agency career in New York City in roles such as senior digital producer, senior digital strategist, and Global Digital Director.

Brad works with a long list of clients spanning a broad range of industries, with strategic digital experience in the CPG (Gillette, Kellogg, LEGO), technology (Cisco, HP, XEROX PARC), health care (Johnson & Johnson, Novartis,Epocrates), government (US Dept. of Homeland Security, Council on Foreign Relations), and nonprofit (Smokey Bear, Girl Scouts) sectors.

His team’s work has been recognized by Communication Arts, the Webby Awards, SXSWi and the One Show.

Brad teaches Digital Marketing Strategy and Management and a B2B Digital Marketing course at SMU, smu.edu/digitalmarketing.

A frequent speaker on social media strategy & measurement tools, Brad has been quoted in the New York Times and Business Week and has written for both PRWeek & Ad Age. PR Week named Brad one of the four “Top Digital Creative Minds” in the industry. Brad is also a Certified ScrumMaster® in agile project management. Brad holds a BS in Creative Advertising and a BA in American Studies/Liberal Arts from the University of Texas at Austin.







October 17, 2018
11:15 am - 1:00 pm

Many Thanks To Our Chapter Sponsors