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Invited Talk

Matt Hertig
Co-Founder & Managing Partner of Alight Analytics, Inc
Matt Hertig is the Co-Founder of Alight Analytics, an independent marketing analytics firm based in Kansas City, Missouri. Under his leadership, Alight has developed an industry-leading marketing analytics platform, ChannelMix, which has established Alight Analytics at the cutting edge of multi-channel marketing analytics. Prior to founding Alight Analytics, Matt built an extensive background in CRM, database marketing, web strategy and business intelligence by serving as an executive leading multi-million dollar database marketing systems and multi-channel web strategies at companies such as AMC Theatres, American Century Investments and Payless ShoeSource.


Understanding the paths customers take to making a decision has never been more important. The marketing channel interactions customers utilize in their journey to make decisions represent a Big Data gold mine of information for organizations to maximize customer acquisition and retention effort. In this session, learn how to establish your customers' journey, determine what data is needed and how to leverage this Big Data strategy to maximize marketing and sales resources.