Marketing Analytics Summit
London | 16-17 October

THE next generation conference for Digital Analysts

Partners

Upgrade your ability to harness data for marketing

Where digital analysts, marketing technologists and growth architects master marketing data to create an impact! Join Us!

Multiply your skills with the latest thinking, developments, and most current examples of data enriched marketing.

Whether you are an analyst or one who relies on analytics to excel in marketing, MAS is here to help YOU evolve as a professional.

Peers and experts clarify how digital analytics, customer insight, and artificial intelligence are at work in marketing.

Stay ahead of the curve by learning a new generation of marketing tools, techniques and strategies, and by networking with the people making it happen – and can show you how.

 

MARKETING ANALYTICS SUMMIT IN NUMBERS

Our 17 year conference history in sharing marketing analytics wisdom

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TESTIMONIALS

Hear what others have to say about the conference

FedEx - Sachin Makhija
Excellent experience, great content, learned a lot, met some really intelligent people and will definitely recommend it to anyone interested in the field of Digital Marketing.Sachin Makhija 
Google
Krista Seiden
As always, a great event. Marketing Analytics Summit has a special way of bringing together thought leaders and industry experts alongside everyday web analysts, encouraging great conversation, networking, and of course, fun at the lobby bar!  
BlueCross BlueShield of Tennessee
Jim Lollar
My first Marketing Analytics Summit. Was everything I thought it would be, and much more! 
Organic
Rachel Pasqua
MAS is a must-attend event for me. As someone who specializes in emerging platforms, being on top of the most progressive thinking in analytics is essential for me and I always walk away from this conference with new ideas to put into practice.  
Resource Interactive
Tim Wilson
Marketing Analytics Summit once again brought together a great collection of top industry minds to share how they're grappling with the increasing variety of analytics challenges we're facing.  
TPG Direct \ Omnicom DAS
Chris Johannessen
Marketing Analytics Summit is the best vendor neutral event in digital analytics - it can't be beat for learning across a broad range of perspectives, industries and technologies.  
Grand Circle Travel
Michele Kiss
MAS is a great event to network, learn, share and get inspired from the success of others.  
TVO
Sharon Flynn
Marketing Analytics Summit reassured me I am doing things right but inspired me to do them even better!  

Workshops

you can attend for intensive learning

Tuesday, October 15, 2019
Introduction to Artificial Intelligence for Marketing
Jim Sterne
Hosts:
Jim Sterne
Date:
Tuesday, October 15, 2019
Time:
9:00 am - 5:00 pm
Price:
£ 600
Introduction to Artificial Intelligence for Marketing

From market research to direct mail metrics to web analytics to Big Data, the job of “marketing” has changed dramatically over time. We have arrived at a fundamental shift in marketing that is as impactful as the advent of the Internet: Artificial Intelligence and Machine Learning.

This workshop introduces marketing professionals of all ranks to the theory, the language and the practical application of these disruptive technologies.

This workshop will not teach you how to be a data scientist.

It will teach you enough about the language and implications to speak cogently with your colleagues, and determine where to apply this innovative technology first. You will also get a firm grasp on how these new tools will change your job and what you can do to remain relevant in tomorrow’s marketing department.

Key Takeaways

  • How Machine Learning Works for Marketing
  • What Machine Learning Cannot do for Marketing
  • How to Onboard AI and ML into Your Organization

This workshop is for marketing professionals who are comfortable consuming analytics outputs, but must now face a new, educational learning curve.

This workshop is for data scientists to help them understand the problem the marketing department is trying to solve and the available data sets.

This workshop is for marketing managers who must respond to the C-level insistence that the marketing department “get with the times” (management by in-flight magazine).

This workshop is for those who need to survive in these changing times even though they are not data scientists, algorithm magicians, or predictive analytics statisticians.

Each participant will receive a copy of Jim’s twelfth book:

Instructor

Jim Sterne, Founder, Marketing Analytics Summit

Jim Sterne has been in data processing since 1979, an online marketing consultant since 1993, and an online marketing analytics consultant since 2000. Sterne focuses on proving the value of digital communication as a medium for creating and strengthening customer relationships. He is the founding president of the Digital Analytics Association and producer of the eMetrics Summits. Sterne was named one of the 50 most influential people in digital marketing by the United Kingdom’s premier interactive marketing magazine and one of the top 25 Hot Speakers by the National Speakers Association, to which he credits his degree in Shakespeare. He has consulted to some of the world’s largest companies; lectured at MIT, Stanford, USC, Harvard, and Oxford; and sat on a plane to Las Vegas grading the CRM strategy plans of a Nigerian mobile phone company for a course he taught in Singapore produced by a training company in Shanghai. Sterne is the author of 15 books on online marketing and analytics including his latest, “Artificial Intelligence for Marketing: Practical Applications” (Wiley, August, 2017)

Tuesday, October 15, 2019
The Best of Predictive Analytics: Core Machine Learning and Data Science Techniques with Dr. John Elder
Date:
Tuesday, October 15, 2019
Time:
9:00 am - 5:00 pm
Price:
£ 600
The Best of Predictive Analytics: Core Machine Learning and Data Science Techniques with Dr. John Elder

Intended Audience: Interested in the fundamentals of modern machine learning techniques.

Knowledge Level: For this introductory-level workshop, it is helpful for attendees to already be familiar with the basics of probability and coding.

 

 

 

Workshop Description

This one-day session surveys standard and advanced methods for predictive modeling (aka machine learning).

Predictive analytics has proven capable of generating enormous returns across industries – but, with so many machine learning modeling methods, there are some tough questions that need answering:

  • How do you pick the right one to deliver the greatest impact for your business, as applied over your data?
  • What are the best practices along the way?
  • How do you make it sure it works on new data?

In this workshop, renowned practitioner and hugely popular instructor Dr. John Elder will describe the key inner workings of leading machine learning algorithms, demonstrate their performance with business case studies, compare their merits, and show you how to select the method and tool best suited to each predictive analytics project.

Attendees will leave with an understanding of the most popular algorithms, including classical regression, decision trees, nearest neighbors, and neural networks, as well as breakthrough ensemble methods such as bagging, boosting, and random forests.

This workshop will also cover useful ways to visualize, select, reduce, and engineer features – such as principal components and projection pursuit. Most importantly, Dr. Elder reveals how the essential resampling techniques of cross-validation and bootstrapping make your models robust and reliable.

Throughout the workshop day, Dr. Elder will share his (often humorous) stories from real-world applications, highlighting mistakes to avoid.

If you’d like to become a practitioner of predictive analytics – or if you already are and would like to hone your knowledge across methods and best practices – this workshop is for you.

 

What you will learn:

  • The tremendous value of learning from data
  • How to create valuable predictive models with machine learning for your business
  • Best Practices, with real-world stories of what happens when things go wrong

 

Why Attend?

View Dr. Elder describing his course, “The Best of Predictive Analytics,” in this brief video:

 

Schedule

  • Workshop starts at 9:00am
  • Morning Coffee Break at 10:30am – 11:00am
  • Lunch provided at 12:30pm – 1:15pm
  • Afternoon Coffee Break at 3:00pm – 3:30pm
  • End of the Workshop: 5:00pm

Coffee breaks and lunch are included.

 

Instructor

Dr. John Elder, Founder and Chair, Elder Research

John Elder leads America’s most experienced Data Science consultancy. Founded in 1995, Elder Research has offices in Virginia, Washington DC, Maryland, and North Carolina. Dr. Elder co-authored books on data miningensembles, and text mining — two of which won book-of-the-year awards. John was a discoverer of ensemble methods, chairs international conferences, and is a popular keynote speaker. Dr. Elder is an (occasional) Adjunct Professor of Engineering at UVA, and was named by President Bush to serve 5 years on a panel to guide technology for national security.

Tuesday, October 15, 2019
User research methods for Conversion Optimisation, SEO and SEA with Karl Gilis
Date:
Tuesday, October 15, 2019
Time:
9:00 am - 4:30 pm
Price:
£ 600
User research methods for Conversion Optimisation, SEO and SEA with Karl Gilis

Get a proven and hands-on framework to get top-notch user insights. And how to use these insights to create better ads, landing pages and websites. A full-day, intensive training course led by world renowned UX and CRO expert Karl Gilis. He works for clients such as Yoast, Carglass and Suzuki.

It’s time to broaden your horizon and to understand what makes users click

The methods we’ll cover in this training will help you to answer questions such as:

  • Why do people buy from you?
  • Why don’t they buy from you?
  • What are their fears and barriers?
  • What is their explicit and implicit motivation?
  • What are their decision criteria?
  • What are their emotions?

These insights will help you to become better at your job

  • Create and optimize landing pages and websites that will turn visitors into happy clients.
  • Create pages that will rank high in Google because the content reflects the user needs and answers their questions.
  • Write titles, descriptions and ads that trigger users to click. Because they recognize themselves in your copy.

In this full day masterclass you will learn how to:

  • Use user research tools and techniques to uncover the motivation and needs of your audience.
  • Find usability and UX problems on any landing page or website.
  • Implement a proven, repeatable process that will result in more revenue per visitor.
  • Extract the highest value insights from surveys, heat maps, user recordings, form analytics, user testing, click testing and much more.
  • Apply Karl’s 18 years of UX and usability processes, tools and tricks to your site right away.

Why should I follow this masterclass?

  • You’re a business owner, webmaster, designer, marketer, … who believes that online marketing shouldn’t be based on gut feeling and opinions. But you’re not sure how to gather those facts.
  • You’re an SEO or PPC specialist that realizes that the more you know about your target audience, the better your SEO and ad copy will be. But you’re not sure how to do that.
  • You want more visitors to become clients. You’ve got people clicking on your ads and all those first page rankings in Google, but most of them don’t become clients. And you want to change that.
  • You have the ambition to grow your business or those of your clients and you understand Rome wasn’t built in a day. So you’re looking for a strategy and repeatable process to improve any website or landing page step-by-step.
  • You know that customer-centricity, usability & conversion optimization are crucial to survive online. But you’re overwhelmed with all the information you can find online. So you’re looking for a hands-on training that’s built around the idea that the proof of the pudding is in the eating.

What You’ll Walk Away With

  • The right mindset to be really (and I mean really-really) customer-centric. From now on you’ll be able to sell how people want to buy.
  • A proven process and methodology that allows you to identify the weak spots of any website or landing page.
  • An in-depth knowledge of how to get useful insights out of the most important (and affordable) user research tools and methods available. Without spending ages staring at boring graphs and numbers.
  • An incredible amount of tips, tricks and guidelines to convert your visitors into customers.
    Yes, believe me: it’s incredible.
    See what I did there?
  • The knowledge & confidence to improve your website, landing pages, ads and online marketing..

Part 1: The user research process (find out what your visitors want)

During the first part I’ll share how I use user research tools and techniques to uncover the motivations, frustrations and dreams of your audience.

  • Targeted surveys: which questions to ask when? Trust me: this method is gold.
  • Scroll and click heatmaps: what you can learn from them.
  • User session recordings how to process them and what patterns to look for?
  • Form analysis: how to improve your forms with form analysis.
  • User testing: the best method to discover the why.

Part 2: Tips & tricks for category and product pages

In this part Karl shares the best UX tips & tricks he discovered the past 18 years. So you can use them on your site and landing pages to turn those visitors into customers.

And yes, as a SEO or PPC specialist you need to know this stuff too. Because your job doesn’t end when the user clicks on an ad or a result in Google.

Don’t hesitate to pick Karl’s brain during the masterclass as well. He loves questions.

Why Karl?

According to PPC Hero, Karl is the 3rd most influential Conversion Rate Optimizer worldwide. He’s also the G in AGConsult (http://www.agconsult.com/en), a Belgium-based usability and conversion optimization company. He’s been optimizing websites since 2001. Always based on user research & facts.

Karl is a top rated international speaker. He was voted best speaker at AdWorld Experience in Bologna, Conversion Jam in Stockholm, Growth Marketing Summit in Frankurt and many other conferences all over the world.

He teaches at several universities in Belgium. And has trained people from companies such as TUI, Thomas Cook, BMW and Atlas Copco.

He works for brands such as Yoast, Suzuki, Carglass, SKF and Toyota Material Handling.

He’s also known as the ‘UX comedian’, but he has promised to be dead serious during this course. Not.

The Venue

etc.venues I St. Paul's

Address
etc. venues I St. Paul’s
200 Aldersgate
London EC1A 4HD
United Kingdom

 

Website
https://www.etcvenues.co.uk/venues/stpauls

 

Phone:
+44 (0) 20 3735 7700

Marketing Analytics Summit

200 Aldersgate Street, London, UK

etc.venues I St. Paul's

Themes featured at Marketing Analytics Summit

  • Data Driven Culture

    Installing tools and collecting data won’t cut it. Hiring expensive analysts isn’t enough. Your organization must embrace evidenced-based decision making to truly leverage the power of analytics. Change agents who have helped their companies turn this corner are on hand to help you do the same. Learn how to get your firm to grasp data as a competitive edge.

  • Digital Analytics

    We’ve used web analytics, search engine optimization, email marketing analytics, social media metrics, and more to understand and improve the digital interaction between customer and company. The legwork of data collection, preparation, integration, curation and analysis has created a new profession and the Digital Analytics Association. Achieve business outcomes by keeping a close watch on every mouse movement. Optimize a landing page or an entire business model.

  • Customer Centricity

    Understanding marketplaces and customer segments has been revitalized by new data collection and projection methods. Market research is a means of identifying the size of a market, the competition, the perceived need for the product and the alternatives people have. Now, we’re far beyond shopping mall clipboards and random digit dialing and recognize the Customer Experience as the starting point. Usability, the customer journey, and the voice of customer have moved from anecdotal to data-enriched.

  • Marketing Science

    Your data scientists may be the drivers of analytics in your organization, but you are the navigator. While they may want to dive deep into the math at Predictive Analytics World, you need to know what they’re up to so you can guide them. Consider this the bridge to data science that will allow for meaningful, productive conversations between research and applied science.

  • Professional Skills

    A firm understanding of where the data comes from and how it is being manipulated (see Marketing Science, above) has never been more important. But communicating fruitfully with others about data, building smart, capable teams, and recognizing when data is being misused have become absolutely crucial to your career. Pioneers in digital analytics – with the arrows still in their backs – share lessons learned in traversing the perilous landscape of corporate management.

  • Attribution

    In the late 1800’s, John Wannamaker famously said, “Half the money I spend on advertising is wasted. The trouble is, I don’t know which half.” John would be delighted by today’s ability to identify which display ad caused the click, which landing page caused the call, and which email closed the sale. Further, he’d be thrilled to see how that same data can automatically adjust advertising spend. The faint hope of true attribution has blossomed into an ecosystem of data-linked technologies that are delivering. Augment your marketing intelligence before another day goes by.

  • Attracting Attention

    Yes, you can buy traffic and measure the results of your spend, but that only builds the most superficial brand experience. For marketing professionals, getting people to consume your content is all about having good content and having others link to it. Data is the key to knowing which content is working and which links are worth pursuing. With an amount of resources being spent of content creation, knowing how that investment pays off will make you a star.

  • AI for Marketing

    As profession-changing as the computer in the 1980’s, the Internet in the 1990’s, and mobile in the 2000s, artificial intelligence and machine learning will be driving every customer interaction within five years. Asking if AI or ML are at work with your data will be like asking if you are using spell check. If you are not feeling that this is going to change everything, you haven’t been paying attention. Now is your opportunity to learn what Artificial Intelligence and Machine Learning mean to marketers, where they flourish and where they flunk, and how to make big wins with narrow AI applications, today.

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