Opening Keynote: No Longer Lost in the Crowd: How Personalization Can Increase Customer Engagement and Satisfaction
Thursday, July 18 | 9:00 - 10:15 am

Gayathri Kher, co-founder and president of fusionSpan, will present smart ways to overcome the challenges of the evolving scope of technology in the association industry and how to turn them into new opportunities to deliver a more personalized experience for the customer and your members. This includes providing solutions such as website personalization, marketing automation, artificial intelligence, and (everyone’s favorite) chatbots.

Learning Objectives
1. Become familiar with the importance of ​personalized​ search results,​ targeted​ content, and tailored​ recommendations in the customer journey
2. Become familiar with automation of marketing tasks and processes and utilization of artificial intelligence​ in building the customer experience
3. Identify additional personalization and ​marketing automation​ tools, including chatbots

Gayathri has extensive experience evaluating business processes and technology infrastructures and assisting associations in implementing solutions that are scalable based on future needs. Prior to co-founding fusionSpan, Gayathri spent over 10 years working in the association industry.  She has a Masters of Science Degree in Telecommunication Engineering and is an active participant in the American Society of Association Executives (ASAE) and currently serves as the Chair of the ASAE Technology Council. She was recently awarded the 2019 Association Partner of the year by Association Trends (AT).

@fusionspan | | CMP Domain A | CAE Domain 7



Closing Keynote: Professional Lifelines for Change
Friday, July 19 | 12:00 - 1:00pm

How can you be a “lifeline" to others within our families, communities, and workplaces, and work with others to create change both professional and personal? We’ll discuss in particular Doug’s book "In Harm’s Way," about the sinking of the USS Indianapolis in July, 1945, wherein the young sailors learned the difference between "giving up" and “surrendering" to circumstance. We’ll discuss the paradox that many of these men experienced when, by giving up their sense of self for the greater good of the group, they apprehended an authentic, enduring sense of self.

Learning Objectives:
1. Discuss the powerful effect of decentralized decision-making in fast evolving environments
2. Demonstrate the importance of cross-training across disciplines, leading to higher situational awareness.
3. Identify the paradox that smaller but highly-adaptable entities can defeat larger, better-equipped entities
4. Explain the value of teaching people to fail, so that they can succeed
5. Discuss power of listening and storytelling to cohere otherwise chaotic or incongruent ideas and events as one story— one mission— that people can live and work by

Mr. Stanton is the author of #1 New York Times bestsellers In Harm’s Way: The Sinking of the USS Indianapolis and Horse Soldiers; the extraordinary story of a band of US soldiers who rode to victory in Afghanistan. Horse Soldiers is the basis for the Jerry Bruckheimer produced movie 12 Strong, released by Warner Bros. in January 2018.

Doug attended Hampshire College and the University of Iowa Writers’ Workshop. His writing has appeared in The New York TimesThe New York Times Book ReviewTimeThe Washington PostMen’s JournalThe Daily BeastNewsweek, Esquire and Outside, where he has been a contributing editor.

Stanton is a founder of the National Writers Series, a year-round book festival, and lives in his hometown of Traverse City, Michigan with his wife, Anne Stanton, and their three children, John, Katherine and Will.

@doug.stanton.71 | | CMP Domain E | CAE Domain 5


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