AMM began its life as a technology designation, covering some marketing topics and also the basics of online auctions. Over time, it's changed according to the needs of those taking it, and has become a marketing designation with a decidedly technological focus, reflecting today's auction world. Attendees will learn about branding, marketing, audience and messaging, with a heavy technology slant. Some of the topics covered are advanced Facebook marketing, online metrics (generally through Google analytics), and some traditional marketing. Attendees, while they do not need a high level of online literacy, are often helped by having it. This designation, more than the others, is geared toward the “non bidcalling” auction professional.