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In this session, Matt Courtoy, Social Media Manager – FOCUS Brands, shared how social listening and their loyalty app drove guest relations innovation for the Schlotzsky's brand.

Quantcast has an e-learning portal with comparable content and slides from the training available at http://rtaacademy.com/. The e-learning portal also offers a free certification. A glossary and links to industry trades is available for download on the right side of this page. The Wall Street Journal article on the Mediasmith study referenced during the training is available here.

ANA recently issued its much-anticipated reports on media transparency. In June the "investigative" report from K2 Intelligence revealed that non-transparent business practices were found to be pervasive in a sample of the U.S. media ad-buying ecosystem. In July the follow-up report from ANA and Ebiquity/FirmDecisions offered recommendations to address transparency issues for advertisers and the industry overall. The increasing complexity of the media buying landscape is contributing to the proliferation of non-transparent business practices and digital media in particular (i.e., programmatic buying and other activity from agency trading desks) is an enabler of such behavior. This session provided a "cliff notes" summary of both reports, with an emphasis on suggested action steps for advertisers.

Content marketing and authenticity have always been at the core of how The Coca-Cola Company has connected with consumers, business partners, and the media. In 2012, The Coca-Cola Company launched Journey—a dynamic communications platform featuring a strategically curated mix of branded and unbranded articles as well as multimedia content. Journey has since evolved into one of The Coca-Cola Company's most powerful tools of connection—bringing authenticity and transparency to its audiences to entertain, inform and most importantly change minds. In this session, Doug Busk, Global Group Director – Digital Communications & Social Media - The Coca-Cola Company & ANA Digital & Social, Southeast Chapter Committee Chair and Jenny Wilburn, Senior Manager – Digital Communications & Social Media, shared how the Coca-Cola Company places storytelling at the core of its marketing strategy to engage consumers, spur conversation, and ultimately drive sales.

There are four things marketers can — and should — be doing to improve trust and pave the way for relevance and personalization.

60 percent of B-to-B marketers attribute a revenue growth of 10 percent or more to account-based marketing. With this much effectiveness, it's time to run down the account-based marketing checklist and launch your own ABM strategy.

Jeff Nicholson, VP of product marketing at Pegasystems Inc., discussed why need brands need to think more like consumers.

The four questions every marketer needs to answer when creating an email strategy for a smaller audience.

Coyote shared the history of its internal marketing and communications program and how other companies can leverage culture to support growth.

Hallmark Business Connections, a B-to-B division of Hallmark, used relationship building as a way to expand its business.

Five insights from how Juniper created a digital demand generation strategy that would help its partners stay engaged and bring in new customers.

MediaPost shared three ways that healthcare marketers can use message targeting techniques without breaking the trust of patients.

Hill’s Pet Nutrition engaged attendees of the North American Veterinary Conference with branded content.

American Express delivered value to attendees at the Association of Financial Professionals Conference through a branded experience.

Retailers can benefit in three ways if they possess a team of highly trained and well developed, crowd-sourced representatives.

Delivering a personal customer experience is the one area where financial services brands cannot afford to miss the mark.

Pegasystems shared four tenets that brands in the digital era can live by to form more human relationships with their customers.

In this video, Pegasystems shared four tenets that brands in the digital era can live by to form more human relationships with their customers.

Listening to social conversations revealed three insights for developing communications strategies geared towards the Hispanic community.

Demandbase outlined why account-based marketing (ABM) is fast becoming the B-to-B strategy of choice.