W153: How Associations Implement AI-Based Personalization to Drive Revenue and Growth
Tuesday, February 23, 2021
11:00 AM - 12:30 PM (EASTERN TIME)

Today’s associations are employing AI to do the heavy lifting of tagging and categorizing their content. Once done, the AI is capable of automatically tailoring content specifically for that user and recommending where to go next as they explore your digital content catalog. When AI is part of a well-formed marketing strategy, the rewards of effective personalization can be considerable. Organizations are not only seeing deeper engagement, but also increased sales and more diverse revenue streams. In this session we will dive into the technologies involved to make that happen.

Learning Objectives
  • Why your organization must leverage the power
    of AI personalization in 2021 – hint your
  • Where AI can be used to understand your
    audiences better and lead to more relevant
    content being delivered
  • What AI based technologies are involved – Auto-
    tagging, Machine Learning (ML), Natural
    Language Processing (NLP)
Adam Hostetter
CEO, FUSE Search
A natural communicator and leader, Adam speaks to a myriad of technology issues and thrives on developing trusting relationships with teams and business partners. He's been a developer, run software engineering groups, played accountant and therapist, and done most other things in-between. Adam was appointed to American Society of Association Executives (ASAE) Technology Council in 2013 and speaks regularly at industry events.
Bill Allman
Chief Digital Officer, DIA Global
Bill Allman is Chief Digital Officer (CDO) of DIA Global, a leading non-profit association that mobilizes healthcare professionals from across all areas of expertise to engage with patients, peers and thought leaders in a neutral environment to improve healthcare globally. His role is to develop and implement DIA’s digital strategy to create digital products and services that enhance DIA’s global impact, including content, membership and technology. Previously Allman was Chief Digital Officer for Smithsonian Enterprises, where he created and managed the digital business, marketing, and content strategy for the Smithsonian’s Enterprise group. Responsibilities included social media, search engine optimization, partnerships, syndication, email and other database marketing, content strategy and day-to-day operations of all digital efforts. An experienced expert in Digital Transformation for both large companies and non-profit organizations, Allman was cited as one of the "100 most innovative Chief Digital Officers globally" ( Allman is a pioneer of Digital Media, holding positions as Vice President of Digital Media for and Chief Content/Creative Officer for, a network of patient-centric websites. Prior to that Allman was Senior Vice President and General Manager of Interactive Media for, and was the founding general manager for the U.S. News & World Report's Web sites. Allman began his career as a journalist, helping to create the award-winning magazine Science 80, a publication of the American Association for the Advancement of Science. He is the author of three books ( Allman has a B.A. in English and a B.S. in Biology from Brown University.
Level Intermediate Delivery Group live presented online due to COVID-19
CPE(NASBA Category) Information Technology Reviewer Wade Tetsuka, CPA
CAE (Field of Study) Administration CPE/CAE Credits 1.5
Prerequisites and advance preparation needed IT Background Cost $0.00
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