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Breaking Conway’s Law: Converting Business Logic into Successful MarTech Execution

Act-On Software Corporate Headquarters
121 SW Morrison St., Suite 1600
Portland, OR 97204, United States (map)



Sometimes the difficulty in launching a successful marketing campaign can be attributed to organizational challenges. As marketers we are often constrained by organizational inefficiencies rather than our technical capabilities. Through this presentation, I’d like to explain how technical marketers can get the business intelligence they need, fix organizational inefficiencies, acquire the right tools for the job and drive digital marketing efforts forward in a way that can drastically affect a company’s bottom line. During this presentation, we’ll go over the following:

  • Iterative vs campaign-based approaches to marketing deliverables.
  • How to sort through analytics to determine what are vanity metrics, OPIs and KPIs.
  • Re-prioritizing deliverables and capabilities based on KPIs.
  • Integrating lead scoring and content customization into static campaigns.
  • “Smart Persona” tracking and attribution models.

A large part of the presentation will include information on actual tools and metrics that I am currently using so feel free to ask any questions you may have related to the data or examples presented.

Speaker Bio:

Garrett Gillas got his start in technology at the age of 12 when he built his first website for his father’s electric vehicle startup. Since then, he has made a career out of helping business use digital marketing to grow their business.

Garrett is currently a Marketing Manager at Tripwire where he oversees all web properties, paid media and related demand-gen analytics. Before Tripwire, he spent the last 10 years working with digital advertising agencies including Razorfish and CMD. His past clients include Netflix, Microsoft Xbox, HP, Hawaiian Airlines, IBM, Google, Urban Airship and Intel. Garrett is a Portland, Oregon native.