Confessions of a Content Whisperer and Google Analytics Guru

October 31, 2018
11:30 AM - 2:00 PM
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Baci Grill
134 Berlin Road
Cromwell, CT

Confessions of a Content Whisperer and Google Analytics Guru: Extracting data from your technical team, how to use it, and how to apply Google Analytics to your strategy.

Session Description
Marketers constantly juggle proposals, presentation development, external marketing campaigns and whatever else their team throws at them. However, in the AEC industry, marketers must rely on our technical experts for input in order to get these tasks done. There hasn’t been much insight into how to actually extract that content from a technical team...until now. This extraction (sometimes referred to as pulling teeth), and what to do with the content once we finally have it, has easily become one of marketing’s toughest challenges. If you’ve heard, “I’m too busy,” “I don’t know what to write about” or “Why can’t you do it?” when asking for content from your team, this session is for you. This session equips marketers with tools to get content from their technical team that help complete proposals, project data sheets, blogs, and case studies that can build your boilerplate and enhance your website, social media, and business development strategies.  And once we have our content, we need to know how to measure online presence in a way that enhances business and attracts quality leads. Enter Google Analytics (GA). GA allows you to see how well your company is performing online in real time. However, if you don’t know what you’re looking for, the experience can be a bit daunting. In this session, we’ll break down how to extract what metrics you need from GA, where to find them and how to apply your findings to your overall strategy. This program is perfect for principals and marketing professionals at all levels!

Session Learning Objectives:

  • Identify what your team needs to know before contributing content
  • Identify several subject matter expert (SME) personas and their motivations
  • Outline five methods to extract content from your technical team
  • Identify and locate the basic website and social media metrics that inform strategy within Google Analytics (GA)
  • Discuss methods to present complex analytics data to leadership
  • Create sample monthly GA report for internal use


Presented by: Danielle Gray, Owner, DG Marketing Company

Known for her reliability and humor, Danielle Gray is a Content Marketing Strategist with over seven years of industry experience composing proposals, writing content, running email campaigns, and generating leads online. Along with developing proposals, she helped her former design-build firm grow website visits by 88% and contributed over $150 million in revenue from leads generated from the website in just three years. Now, Danielle is the owner of DG Marketing Company, a professional services marketing firm committed to contributing and creating genuine, humanized marketing that listens and solves instead of tells and sells. She also speaks around the country about content generation, the importance of digital marketing and social media specifically relating to the AEC industry.

Danielle is a former Division I Basketball Player at Jacksonville University in Jacksonville, Florida and holds both a Bachelor's in Marketing and MBA from the institution. She now resides and runs her company in Atlanta, Georgia.

Dress: Business casual or feel free to wear a costume.  Don’t be shy – we realize some of you may be heading off to SPOOKtacular Halloween parties following the event.

Time:  11:30 a.m.  – 12:00 p.m.:  Registration, lunch buffet* and networking
12:00 p.m. –  2:00 p.m.:   Program

*Vegetarian options will be made available.  Please let us know in advance if you have other dietary concerns.

Baci Grill at 134 Berlin Road, Cromwell, CT 
Free onsite parking is available.

Please register by 5:00 p.m. on Friday, October 26, 2018

SMPS CT Members: $65 
Non-Members: $85
Past SMPS CT President (Member): $35
Past SMPS CT President (Non-Member): $65

Please note:
Late registrations and walk-ins will be charged an additional $10.
Cancellations must be made 48 hours in advance to receive a refund.
No shows are responsible for payment in full. Past SMPS CT Presidents will be charged the full registration amount.


$65.00 SMPS CT Member
$75.00 after 04:00 pm October 26

$85.00 Non-Member
$95.00 after 04:00 pm October 26

$35.00 Past President (Member)
$45.00 after 04:00 pm October 26

$65.00 Past President (Nonmember)
$75.00 after 04:00 pm October 26

$0.00 Sponsor Registration

$0.00 Sponsor Registration