Using Data and Tech to Drive Funeral Home Success
Scott Jensen and Zack Moy offer a practical guide at CANA’s 107th Convention
WHEELING, IL— Cut through the noise, clarify your results, and make smarter decisions for your business using data and technology! The Cremation Association of North America (CANA) brings together two industry experts to help you harness these powerful tools at the 107th Annual Cremation Innovation Convention this August 6-8, 2025, in Phoenix.
Scott Jensen will start by tackling one of the biggest frustrations funeral home owners face: not knowing whether their marketing plan is paying off. “When you’re looking at a report with impressions, clicks, rates, how do you know if that means they’re turning into calls or cases?” asks Scott. “Are people actually looking for a funeral home or are they just obituary clicks or directions to the service on Saturday? How can you know if your marketing is working?”
With years of experience in digital marketing for the death care profession, Scott will share a simple, three-step process to help you define the right metrics, implement tracking, and confidently analyze your results. You’ll leave with actionable insights and free resources to take control of your marketing strategy and improve your ROI.
Then, Zack Moy will demonstrate how technology can do more than just modernize your image—it can directly enhance your operations and your customer experience. “It’s not just about the business side,” he explains. “These problems directly affect the families you care for. At a time when they’re grieving and vulnerable, families trust you to handle sensitive details smoothly and carefully. Funeral homes do a great job managing the administrative work and creating a space for families to begin processing their emotions. But behind the scenes, it’s easy to get lost in all the details.”
Drawing on real-world data, Zack will explore how digital tools can streamline planning, reduce strain on your staff, and expand your reach, even in a competitive market. Equipped with years of experience in software engineering, Zack is dedicated to building better tools for the community of funeral professionals who guide grieving families through difficult times. From improving productivity to boosting online engagement, you’ll discover how smart tech adoption can make your funeral home more efficient and effective.
Put what matters first with targeted learning from each session at the CANA Convention:
- In the keynote, Joan Fox, President of Inspired Solutions, asks Are You Creating or Killing Customer Loyalty?, and shares why customer satisfaction is an inadequate goal, how company culture and customer loyalty are connected, and what strategies measure customer loyalty to grow your business.
- Take a close look at Ethics in Cremation: A Colorado Case Study with Faith Haug, Program Director of Arapahoe Community College Mortuary Science Program, and explore three pivotal cremation cases and how they directly influenced Colorado’s funeral service laws and public trust.
- Succession planning and driving enterprise value should always be top of mind, so Jake Johnson, President & CEO of Johnson Consulting, will show how to Exit with Success: Succession Planning and Your Business.
- In Historic Cemeteries Facing the Future, Regina Harrison, Director of Sales of Mount Auburn Cemetery, shares how to think creatively with options for cremation memorialization—whether you’re managing historic grounds or guiding families through end-of-life choices.
- Barbara Kemmis, Executive Director of the Cremation Association of North America and Chance Parker, Chief Research Officer of Fortitude Research + Marketing, present the Cremation Practitioner Benchmarking Study of insights into current practice and provides strategies to address future challenges.
What could be better than what’s happening on the CANA stage? It might be the backdrop! The Convention hotel is the Arizona Biltmore which offers seven relaxing pools, five appealing shops featuring hand-curated pieces, three unique dining experiences, two picturesque golf courses, and one award-winning spa and salon – plus two iconic bars where you can revel in a tequila sunrise. You’re invited to explore, to discover, and to feel inspired by the colors, culture and the captivating energy of the Valley of the Sun. Make your reservation now at canarooms.com.
To make the most of the resort experience, the CANA Convention schedule is revamped so you can enjoy all that Phoenix has to offer in the cool desert nights and mornings. First is a 9-hole scramble on The Estates Course at the Arizona Biltmore Golf Club with an 8am shotgun start. Not a golfer? Take in the scenery with the Arizona Biltmore History Tour to explore the bold Frank Lloyd Wright-influenced architecture, get the scoop on historic celebrated guests, and view the meticulous restoration. Moving at a different speed? Put relaxation first and take a yoga class or book your appointment at the award-winning Tierra Luna Spa and Sol Garden. Or take advantage of the resort pools open around the clock.
Get a powerful look at how data—whether in marketing or operations—can be your greatest ally with Scott Jensen and Zack Moy at CANA’s 107th Annual Convention this August 6-8, 2025. Special rates are available for teams to learn, grow, and implement strategies together. Plus, the schedule is redesigned to ensure you can explore the Valley of the Sun in the cool mornings and evenings and fully savor the networking and learning in the air-conditioned Convention hall during the heat of the day. Visit cremationassociation.org/CANA25 to learn more and register today!
About CANA
Founded in 1913, the Cremation Association of North America (CANA) is an international organization of over 3,700 members, composed of funeral homes, cemeteries, crematories, industry suppliers, and consultants. CANA members believe that cremation is preparation for memorialization.
