Meeting Archive:
How to Use Journey Mapping to Yield Fresh & Creative Ideas

This webinar is now available on-demand. A link to the recording can be found to the right of this message.

Check out Noz Urbina's video response to the questions he was unable to answer during the live conference here.


Meeting Description:
Marketing creativity and concepting begins with a solid understanding of the customer. But where should teams start to build that knowledge? Kickoff creativity by walking a mile in the user’s shoes. Experience mapping, aka journey mapping, highlights empathy that gets to the heart of your audiences' wants and needs. Its roots are in service and product design, but when you apply the principles to marketing, it shines as an extremely fruitful base for team-based creative work. 
Not all journey mapping approaches are equal, however. Join Noz Urbina, a globally recognized innovator in adaptive content strategies for omnichannel and personalization, as he walks through a content-specific mapping process that helps bring teams together to generate more, and better, ideas.
In this webinar, sponsored by OpenText Hightail, Noz will share:
  • Why journey mapping is important to getting the most creativity out of your team 
  • Best practices for omnichannel experience mapping
  • The critical steps marketing teams should take to make results actionable, measurable and scalable
  • And more
Date: Wed, May 30, 2018
Time: 12:00 PM CDT
Duration: 1 hour
Host(s): American Marketing Association
 Presenter Information
In partnership with:
Speaker Photo

OpenText Hightail is the essential collaboration software for creative content reviews and approvals. With one place for creative and marketing teams to share large, multimedia files, collect precise feedback and approve content, Hightail streamlines the creative process and helps teams keep marketing campaigns on schedule.
Learn more at

Presenter: Noz Urbina
Speaker Photo

Noz Urbina is a globally recognised leader in the field of content strategy and customer experience consultancy. He’s well known as a pioneer in customer journey mapping and adaptive content modelling for delivering personalised, contextually relevant content experiences in an omnichannel environment. He is also co-author of “Content Strategy: Connecting the dots between business, brand, and benefits” and lecturer in the masters programme in content strategy at the University of Applied Sciences, Graz, Austria. In 2013 he founded his own consultancy Urbina Consulting and in 2018, co-founded the omnichannel events organisation OmnichannelX