The Art Behind the Data

Melissa Dennis, DBA


Dr. Melissa Dennis is an assistant professor of marketing in the School of Business and Education at Gwynedd Mercy University. She earned her DBA from the Crummer Graduate School of Business at Rollins College. Before entering higher education, Melissa worked in customer relationship and customer experience marketing for Disney Parks, Experiences, and Products supporting integrated messaging across digital touchpoints. Melissa’s research activities include customer journey mapping and personalized targeting for message relevancy across phases. She is also passionate about marketing metrics and analytics and how to communicate results to tell a story and drive marketing innovation.


How do we tell a data-driven story that excites and drives innovation in the classroom and the conference room? In this session, Melissa will share what 20 years as a Disney cast member taught her about the art of storytelling and how to use it to present ideas, data, and results. While testing, research, and analytics are critical to business decisions, creating a data-driven story is essential to drive transformation. Let Melissa show you how she integrated this art into her classroom to enhance presentation skills and prepare the next generation of marketers to drive innovation.