WHAT IS THE DIGITAL MARKETING ACADEMY (DMA)?
DMA is a unique 9-month capability building program focused on enhancing
capabilities in Digital Marketing, targeting senior marketing executives from
companies in Latin America. It includes in-person sessions, “go & see” visits and
online resources to ensure a holistic learning journey for participants.
WHO IS LEADING THIS PROGRAM?
This is a Digital McKinsey Latin America program developed in collaboration with
Google. The program will include sessions lead by both McKinsey and Google
WHAT ARE MCKINSEY AND GOOGLE’S QUALIFICATIONS TO LEAD THE PROGRAM?
McKinsey is uniquely positioned to design and deliver a program to build Digital
Marketing capabilities in Latin America. We have a proven ‘field and forum’
capability building approach that incorporates adult learning techniques by putting
what participants learn into practice, creating a continuous and accelerated
learning environment. We have a relevant track record in leadership development
and method that helps participants become change agents in their own
organizations. Also, we have local and international expertise in digital marketing,
worldwide network, extensive in-house content and case examples, best-in-class
online modules and an ability to convene a group of global partners and experts to
jointly deliver content.
Google is one of the most recognized brands in the digital marketing arena, with
proven experience delivering technical knowledge to all sorts of audiences. In
addition, Google has unique content and knowledge that will lay the foundation for
some of the modules.
WHAT ARE GO & SEE VISITS? WHO ARE WE VISITING?
We use the term “go & see” to refer to fieldtrips we will be taking during the in-person forums. These visits will be to companies in the specific cities who are
distinctive in the use of digital marketing. Among other things, in these visits you
will have the chance to learn what they do, how they do it, how they were able to
arrive to that point and the crucial learnings and best practices they picked up
along the way. You will have the chance to interact with some of the people who
were responsible for leading the transformation and changing mindsets within
WHY IS THIS PROGRAM RELEVANT FOR ME?
If you are a senior marketing leader in Latin America today, you probably spent
most of your career in an era where Digital Marketing was not yet a reality, or at
the very least didn’t have the importance it has today. This is a unique opportunity
for you to build capabilities while at the same time developing a strong network in
Latin America. Also, our program provides a good balance between practical
exercises, theoretical knowledge, and customization to the local Latin America
reality (which is not always the case when it comes to executive programs).
HOW MANY PEOPLE WILL BE PARTICIPATING? WHO ARE THEY?
We are expecting 50 participants, representing different companies from all sectors
across Latin America. You can expect to be surrounded by other senior marketing
leaders, people who oversee marketing organizations/departments and are
responsible for the main budgeting decisions. People who typically grew as leaders
in an era when digital marketing was not mainstream and may not yet be
completely comfortable with digital marketing concepts and methodologies.
HOW WILL MY COMPANY BENEFIT FROM THIS?
By the end of the program, you will be empowered to plant the seed of change and
disseminate digital learnings in your organization. This will be best enabled by
three elements of the program: (1) before the program starts, your company will
undergo our proprietary Digital Capabilities survey, providing a robust diagnosis of
the current state of your organization, (2) you will be assigned fieldwork after each
forum that asks you to implement and test learnings at your organizations, as well
as disseminate knowledge, and (3) we will help you develop a transformation vision
and a roadmap for your organization during the course of the program.
MY COMPANY IS B2B, WILL I STILL BENEFIT FROM THIS PROGRAM?
Definitely, if: (i) your organization is in fact B2B2C and tries to create digital
engagement with end consumers (e.g. an automotive distributor that generates
leads to dealerships) and/or (ii) your company spends a significant amount in
media, therefore it is important to make the best possible spending decisions
and/or (iii) your company has a big group of SME/SoHo clients, which makes it
WHEN WILL THE PROGRAM TAKE PLACE?
The program runs from August/2018 through April/2019, with periodical remote
sessions and four in-person sessions.
WHAT ARE THE DATES AND LOCATIONS FOR THE IN-PERSON SESSIONS?
The sessions will be held as follows: Mexico City (August 27th-29th, 2018), Mountain
View (November 27th-30th, 2018), São Paulo (February 20th-22nd, 2019) and New
York (April 10th-12th, 2019).
HOW WILL REMOTE SESSIONS BE HELD?
Learning sessions will be held electronically via streamed video and interactive
sessions on the web. Lectures will be posted online and will be available to view
anytime throughout the entire program.
WHAT CONTENT WILL THE PROGRAM COVER?
DMA will cover all relevant strategic, technical, and operational content in Digital
Marketing, which, in addition to digital marketing strategy, also includes:
Evolving operating model: Evolving operating model: employing agile marketing practices for real-time test
and learn, managing always-on marketing
Marketing technology and infrastructure: use of marketing technology stack,
managing a 360º view of the customer and APIs that integrate with marketing tech
MROI investment optimization: deploying advanced multi-touch and cross channel
attribution and reporting, leveraging machine learning and advanced analytics
Driving customer acquisition: search-engine optimization as a battleground, search
engine marketing and targeted digital media, optimizing landing page conversion
rates, continuously improving conversion funnel
Driving customer value: managing and activating customer data to personalize at
IS THE PROGRAM IN ENGLISH?
Yes, all the program’s content will be made available in English. Also, sessions will
be held in English considering that we’ll have both Spanish and Portuguese
HOW MUCH TIME WILL I HAVE TO DEDICATE TO THE PROGRAM?
Participants should be present in all four in-person sessions of the program, that
last 3-4 days each. Besides that, participants will be expected to dedicate around
one hour per week to the program. For those interested in more activities, extra
content will be available in our online platform – but those won’t be required for
the completion of the course.
WILL I RECEIVE A CERTIFICATION?
Participants will receive a symbolic program certificate attesting the total number
of hours and content covered by the program.
I HAVE MORE QUESTIONS. WHO SHOULD I REACH OUT TO?
Please send an email to Digital_Marketing_Academy@mckinsey.com
and we will be glad to address your questions.