Las Vegas, NV
June 15-16, 2017

Christopher Penn

Vice President Marketing, Technology
SHIFT Communications

Christopher S. Penn is an authority on digital marketing and marketing technology. A recognized thought leader, author, and speaker, he has shaped three key fields in the marketing industry: Google Analytics adoption, data-driven marketing and PR, and email marketing. Known for his high-octane, here’s how to get it done approach, his expertise benefits companies such as Citrix Systems, McDonald’s, GoDaddy, McKesson, and many others.

Christopher is a highly-sought keynote speaker thanks to his energetic, informative talks. He is a founding member of IBM’s Watson Analytics Predictioneers, co-founder of the groundbreaking PodCamp Conference, and co-host of the Marketing Over Coffee marketing podcast.

Christopher is a Google Analytics Certified Professional and a Google AdWords Certified Professional. He is the author of over two dozen marketing books, including bestsellers such as Marketing White Belt: Basics for the Digital Marketer, Marketing Red Belt: Connecting With Your Creative Mind, and Marketing Blue Belt: From Data Zero to Marketing Hero. His new book, Leading Innovation, is available at

June 15, 2017
2:50pm - 3:20pm

Do you understand the path your customers take toward conversion? Would you know if your customer journey is out of sync with your marketing operations? In this session, you'll learn what the best practice customer journey is for health IT companies, how to find your specific customers' desired path to conversion, and what next steps to take to optimize your marketing for maximum ROI.


  • Set appropriate goals and goal values in Google Analytics.
  • Build a data-driven customer journey from Google Analytics data.
  • Assign strategic priorities by channel.

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