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The Art and Science of Customer Centricity

August 2019

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Duration: 54:18

Do want to make smarter data-driven decisions? Do you feel like you’re facing increasing pressure to meet consumers’ needs for personalization? Do you want to learn how to increase your customer touchpoints?

Then you should join us for The Art and Science of Customer Centricity webcast. Nikki Isaac, Analytical Lead at Microsoft, and Amanda Farley, Account Director at SSDM, will be your guides to learning how top-performing marketers are sprinting ahead of their competitors by focusing on a better understanding of the customer decision journey (CDJ) and improving their marketing based on that understanding. See how these marketers make more informed decisions and improve customer engagement through a data-driven approach.

In this webcast, you’ll discover what makes a top-performing marketer and learn how to use data and artificial intelligence (AI) to increase engagement and campaign performance using features such as:

  • Custom Audiences
  • Remarketing
  • In-market Audiences
  • Similar Audiences
  • Dynamic Search Ads
  • Automated bidding
  • And more!


Nikki Isaac

Analytical Lead

Microsoft Advertising

Nikki joined Microsoft in 2017 with more than 5 years of experience in online advertising and digital analytics. As the Global Strategic Agency Analytical Lead, she partners closely with our Agency Development Team to provide unique insights, identify opportunities and drive business strategy for agency clients. Prior to joining Microsoft, she worked at Digitas as part of the Strategy & Analytics team, focusing on cross-channel analytics, strategic planning and market research. Nikki has spoken about the importance of consumer data strategies and the future of agencies at several Microsoft and industry events. Nikki attended Boston College with degrees in Political Science and International Studies.

Amanda Farley

Accounts Director + Partner


Amanda is a partner at SSDM in Metro Detroit, where she leads operations and strategic planning. With nearly 10 years in the search industry, she uses her experiences to lead digital strategy for enterprise-level brands and companies. Her integrated campaign strategies have earned her and her agency national and local recognition and awards. She's passionate about growing her teams, clients and local communities. Outside of the office, Amanda enjoys regularly speaking at local and national conferences, including SMX, FoundCon and HeroCon, as well as PRSA Detroit and TogetherDigital Detroit events. She is a contributor for both Marketing Land and Search Engine Land.

Frances Donegan-Ryan

Sr. Marketing Manager

Microsoft Advertising

With a mission to help businesses of all sizes capitalize on the power of search marketing, Frances’ years of digital experience runs the gamut of SEO, SEM, PPC, social media, content development, UX/UI and website design. She’s worked in big, small and tiny companies, always aiming to help get the right messages to the right customers and the right time. You’ll find her at paid search conferences and Bing Ads Connect events around the country helping SEM Pros better utilize Microsoft’s global PPC platform to stand out from their competitors. Follow her on Twitter @FrancesDR.