Agenda
London | 16-17 October, 2019

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    Oct 17, 201911:40 am

    Session Change

    Date:

    Thursday, Oct 17, 2019

    Time:

    11:40 am

    Session Change

    Oct 16, 201910:30 am

    Coffee Break

    Date:

    Wednesday, Oct 16, 2019

    Time:

    10:30 am

    Coffee Break

    Date:

    Wednesday, Oct 16, 2019

    Time:

    3:55 pm

    Building Predictive Models When You Don’t Have the Right Type of Data

    Want to know how to build predictive models even when you do not have the ‘right’ type of data? Learn how to uncover opportunities to leverage even simple predictive models such as linear regression, to help understand what the future may look like. Case studies include: Using Polynomial regression to build a conversion rate predictive model from paid marketing activity and Multiple regression to build a simple attribution model for test drive conversions.

    Date:

    Wednesday, Oct 16, 2019

    Time:

    7:00 pm

    End of First Conference Day

    Oct 16, 20197:30 pm

    Dinner with Strangers

    Date:

    Wednesday, Oct 16, 2019

    Time:

    7:30 pm

    Dinner with Strangers

    meet your fellow attendees.
    See the registration desk for more information
    Location: St Barts Brewery, 66 West Smithfield, London EC1A 9DY

    Date:

    Thursday, Oct 17, 2019

    Time:

    1:40 pm

    Analyzing Analytics and Analysts to Improve Process Efficiency

    Growing a team requires a lot of time, effort, and proper management tools. The pain points are common; inefficient distribution of tasks, no time to teach and coach new employees, seasoned analysts don’t have enough time for R&D or skills improvement, no idea how much time a given employee spends at which tasks… the list goes on. Mariia plots out how to improve task estimation, how to ensure that painfully learned lessons are shared with everybody, and how to balance project priorities. In other words, how to turn your analytical skills on yourself.

    Date:

    Thursday, Oct 17, 2019

    Time:

    5:45 pm

    End of Marketing Analytics Summit 2019

    Oct 16, 20193:30 pm

    Coffee Break

    Date:

    Wednesday, Oct 16, 2019

    Time:

    3:30 pm

    Coffee Break

    Date:

    Thursday, Oct 17, 2019

    Time:

    9:30 am

    Speakers

    Adam Greco

    20 Years and Counting – Lessons Learned

    Much has changed and some things remain the same since Adam helped create the #Measure space. Adam has learned from hands-on experience as a project manager for Arthur Andersen, an iMarketing manager at the Chicago Mercantile Exchange, a customer advocacy director at Omniture, a web analytics director at Salesforce, and a consultant to hundreds of companies at Analytics Demystified, Adam has seen the good and bad of digital analytics, including key mistakes. Today he shares what he has learned, so you can learn from the mistakes of others. Adam delivers the most important things he has learned including tips around making digital analytics successful, creating awesome implementations and career advice for those wanting to advance in web analytics. His industrial-strength observations are sure to make a personal difference to the work you do on a daily basis and for years to come.

    Oct 17, 20193:30 pm

    Coffee Break

    Date:

    Thursday, Oct 17, 2019

    Time:

    3:30 pm

    Coffee Break

    Oct 16, 20192:40 pm

    Session Change

    Date:

    Wednesday, Oct 16, 2019

    Time:

    2:40 pm

    Session Change

    Date:

    Wednesday, Oct 16, 2019

    Time:

    9:15 am

    Speakers

    Jim Sterne

    Welcome & Opening

    Date:

    Wednesday, Oct 16, 2019

    Time:

    9:30 am

    Speakers

    Jim Sterne

    AI in Marketing, a To-Do List

    Marketing professionals and digital analysts of all stripes need a map, a destination and navigation to help you acclimatize to how artificial intelligence is going to impact your world. Jim Sterne has an impressive track record looking over the horizon and telling the rest of us what to expect. He wrote his first book, “World Web Marketing:” in 1995. He wrote “Web Metrics” in 2002, He wrote “Artificial Intelligence for Marketing” in 2017. This time, he explains what to expect – and what to do about it.  Lern about today’s branding necessities, new tools & new rules, the augmented marketer, staying relevant and tomorrow’s ecommerce conundrum.

    Date:

    Wednesday, Oct 16, 2019

    Time:

    4:45 pm

    How Can Analytics Get Closer to the Business?

    If someone asked you what first sparked your interest in analytics, you’d probably say something like, “Solving problems using data”. Most of us talk about finding insight in numbers, but how often does our work go beyond problems like ‘tag this’ and ‘troubleshoot that’, and really translate into solving a tangible, true, big problem for an organisation? Damion explores some of the ways in which we can get analytics closer to the central, beating heart of a business to make sure what we’re dedicating time and energy to actually has an impact.

    Oct 17, 201911:45 am

    Roundtable Discussions

    Date:

    Thursday, Oct 17, 2019

    Time:

    11:45 am

    Roundtable Discussions

    From the start in 2002, this is the place to discuss and share common problems. These are your people – they understand your situation. Often rated the best part of the Marketing Analytics Summit, sharing your problems with like-minded professionals is your path to answers, a little empathy, and a strong professional network.

    Oct 16, 201912:30 pm

    Lunch Break

    Date:

    Wednesday, Oct 16, 2019

    Time:

    12:30 pm

    Lunch Break

    Date:

    Wednesday, Oct 16, 2019

    Time:

    1:40 pm

    Google Analytics and How to Avoid Bad Data

    After leaving Google in 2008, Brian initially followed the customary consultancy path of helping enterprises achieve digital transformation – based on data of course. His goal was to provide smart insights and strategic advice that would significantly boost a business’s performance online. Good idea! However, says Brian, “Despite my reputation, I was constantly pushed back by senior management when it came to proposing change. They simply did not trust their data. So, I circled back and started systematically auditing Google Analytics setups in order to establish what level the data quality was at. This story brings together some of the extraordinary findings of my work, with results that are somewhat shocking. It also changed my career path.”

    Date:

    Thursday, Oct 17, 2019

    Time:

    3:55 pm

    Limited Automated Creative

    The advertising industry loves to talk about ‘Data-driven creativity’ but few are actually doing it. While it strikes fear into the hearts of creatives, anyone with an analytical persuasion sees it as a creative catalyst – not a creativity killer. Tom rallied a bunch of ex-creative agency people to experiment with Machine Learning and radically transform the performance of ads for Adidas, Diageo, BOSE, Reckitt Benckiser and Domino’s. Tom clarifies how to overcome the pitfalls of creating data-driven communication and up offers some Must Do tips for those who want to create advertising using insight instead of intuition.

    Oct 17, 20192:40 pm

    Session Change

    Date:

    Thursday, Oct 17, 2019

    Time:

    2:40 pm

    Session Change

    Oct 17, 201912:30 pm

    Lunch Break

    Date:

    Thursday, Oct 17, 2019

    Time:

    12:30 pm

    Lunch Break

    Oct 17, 201910:30 am

    Coffee Break

    Date:

    Thursday, Oct 17, 2019

    Time:

    10:30 am

    Coffee Break

    Oct 16, 20194:40 pm

    Session Change

    Date:

    Wednesday, Oct 16, 2019

    Time:

    4:40 pm

    Session Change

    Oct 16, 201911:40 am

    Session Change

    Date:

    Wednesday, Oct 16, 2019

    Time:

    11:40 am

    Session Change

    Oct 16, 201911:45 am

    Speed Networking

    Date:

    Wednesday, Oct 16, 2019

    Time:

    11:45 am

    Speed Networking

    You think speed networking is fun? Bring business cards, exciting stories and your authentic self – we’ll take it all to the next level!

    We’ve devised a process to get you to meet more of the people you really want to meet. You get to know each other quickly and will remember each other forever. We pack all these good relationships in just 45 minutes, so it’s worth it to be on time and bring a smile with you – we promise this commitment will be fun and expand your network.

    You will leave with solid business contacts – immediate and long-term.

    Date:

    Thursday, Oct 17, 2019

    Time:

    2:45 pm

    Speakers

    Arnold Ma

    Your Digital Analytics Future is in China Today

    With a clear look over the Great Wall, Arnold reveals how analytics is a little different in China. China’s landscape is dominated by BATS (Bytedance, Alibaba, Tencent and Sina) which have very comprehensive data sets with multiple touch points from single platform eco-systems. WeChat has the equivalent of PayPal, Facebook, WhatsApp, eBay and more, and provides a gateway to true online/offline attribution from audience segmentation to hyper personalization. But these platforms are not happy to share with marketers or each other. Therefore, Chinese analysts get very innovative. As Western platforms start following the Chinese service design, Western analysts need to become more creative as well. Find out how GDPR will lead to an identity management infrastructure and how China’s analysts are already in the forefront.

    Date:

    Wednesday, Oct 16, 2019

    Time:

    5:45 pm

    Networking in the Exhibition Hall

    Oct 17, 20198:30 am

    Registration

    Date:

    Thursday, Oct 17, 2019

    Time:

    8:30 am

    Registration

    Oct 17, 20194:45 pm

    Topic Coming Soon

    Date:

    Thursday, Oct 17, 2019

    Time:

    4:45 pm

    Topic Coming Soon

    Date:

    Wednesday, Oct 16, 2019

    Time:

    2:45 pm

    Fireside Chat with Jim Sterne and Simo Ahava: Industry Bookends

    Jim Sterne founded this conference in 2002 and the Digital Analytics Association in 2004. He is often referred to as the Godfather of Digital Analytics and is always willing to help those in need of career advice and start-up guidance. Simo is a true font of knowledge about Google Analytics and Google Tag Manager, and is always willing to help those in need of technical advice and common sense. He also plays the ukulele. Jim and Simo team up to answer your questions about life, the universe, and everything.

    Date:

    Thursday, Oct 17, 2019

    Time:

    5:30 pm

    Speakers

    Jim Sterne

    Wrap

    This is where the rubber meets the road and we find out if Jim came through on his promise. Are you different? How? What will you tell your colleagues, your friends, your family when you get home?

    Oct 16, 20198:00 am

    Registration

    Date:

    Wednesday, Oct 16, 2019

    Time:

    8:00 am

    Registration

    Date:

    Thursday, Oct 17, 2019

    Time:

    10:55 am

    Speakers

    Phil Pearce

    In the Weeds with Phil Pearce

    Even if you are an Adobe shop, Phil’s 15 years of learnings about Google Analytics is astonishingly valuable. Phil delivers his top GA tips, giving away his best secrets on the things he wish he had known sooner. An entire career of enterprise level implementations have taught Phil loads of shortcuts – Expect LOTS of take-aways.

    – The 10 reports to save you money, or make you money
    – How to make generic dashboards actually useful! …using this simple goal trick
    – How to bulk add 50 filters in 30seconds
    – How to bulk add 20 custom dimensions in 10seconds
    – GDPR templates & crawlers – don’t pay for one, have one for free
    – and SO much more! 

    Oct 17, 20194:40 pm

    Session Change

    Date:

    Thursday, Oct 17, 2019

    Time:

    4:40 pm

    Session Change

    Date:

    Wednesday, Oct 16, 2019

    Time:

    10:55 am

    Care and Feeding of 50 Analysts

    How do you wrangle 50 SEO analysts who are all over the map? Different countries to be sure, but different skill sets, different constraints, and different levels of experience as well. Nick shares his learnings from five years of herding cats. Getting everybody to adopt Google Cloud, Big Query, and Data Studio in an Adobe shop is half the fun; The other half is building a community of analysts who stand ready to help each other succeed. Nick reveals what works and what to avoid.

    Nick Wilsdon

    Role:

    Search Product Owner

    Company:

    Vodafone Group

    Bio:

    Nick has worked in digital marketing since 1998. Moving to Russia in 2003 he specialised in multilingual search and broadening his knowledge across digital channels, content and PR. During this time he contributed to the Russian digital startup community; working with Yandex, the Federal Assembly of the Russian Federation and the US State Department.
    Returning to the UK in 2011, Nick then built and led marketing teams at Arena Media, Havas Media Group and the Dentsu Aegis Network. As the technical SEO lead at Vodafone Group since 2014, he has improved online performance and customer experience across 22 international markets.  As an advocate for raising standards in online marketing, Nick judges the UK Search Awards and EU Search Awards. He enjoys speaking at conferences on the topics of mobile/data-first marketing, cross-channel campaigns and technical SEO. Outside work, he enjoys cycling and taking part in Prince’s Trust cycling events.

    Tom Ollerton

    Role:

    Founder

    Company:

    Automated Creative

    Bio:

    Tom Ollerton is the founder of Automated Creative who use AI to make ads that perform better, are made cheaper and quicker than the human alternative. Their clients include Domino’s, Diageo, Reckitt Benckiser, Adidas, Unicef, Pernod Ricard and BOSE. Tom also hosts the weekly Shiny New Object podcast which explores the future of marketing. Tom also runs a monthly event that studies the intersection of creativity, ads and AI called “I’ll Be Back.”

    Jim Sterne

    Role:

    Founder

    Company:

    Marketing Analytics Summit

    Bio:

    Jim Sterne, Conference Chair of the Marketing Analytics Summit is an international consultant focused on measuring the value of the online marketing for creating and strengthening customer relationships since 1993. Sterne has written twelve books on using the Internet for marketing, most recently: Artificial Intelligence for Marketing: Practical Applications. He produced the 16-year-long run of the eMetrics Summit, and is co-founder and Board Chair Emeritus of the Digital Analytics Association.

    Phil Pearce

    Role:

    Co-founder & Analytics Director

    Company:

    Accelerate Agency

    Bio:

    Phil is an independent digital analytics, SEO and PPC consultant based in the UK. Over the past 11 years Phil has been helping clients improve their analytics and search engine marketing through the introduction of new tools and disruptive techniques. “Fail Fast – Succeed Faster” is the motto behind Phil’s approach. Phil is renowned for his in-depth technical skills and the ability to solve business challenges through innovative technological solutions. Prior to going independent, Phil worked for optimisation agency Conversion Works as a Google Analytics and search specialists and several other agencies prior to that. Phil holds a BA in Business Studies from the University of Luton. He is a GAIQ certified as well as holding search marketing certifications from all three main search engines (Google, Yahoo and MSN).

    Arnold Ma

    Role:

    Founder

    Company:

    Qumin

    Bio:

    Arnold Ma is the founder of Qumin, a speaker, a writer, a technophile and a leading specialist in Chinese Digital Marketing. The official line is that ‘Qumin delivers creative marketing campaigns based on Chinese consumer behaviours. But over a steamed bun in Camden Town, he’ll tell you that his bigger purpose in life is to ‘Open The World To China’. And his belief is that only Digital can make that happen quickly. You’ll find him on LinkedIn, WeChat, Instagram and 9gag. He still wears flip-flops to work.

    Dr. Shorful Islam

    Role:

    Chief Data Scientist

    Company:

    Tribal Worldwide London

    Bio:

    Dr Shorful Islam is Practice Lead for Tribal Data Science and co-founder & Managing Director at Stream Intelligence, a data and analytics consultancy. With knowledge of advanced analytical and statistical techniques, and data technologies, he has helped some of the world’s largest companies build predictive and operational models that answer fundamental business questions.

    Prior to founding Stream Intelligence, Shorful was Managing Partner, Data and Insights for Wunderman, Head of Data at DDB UK, and Head of Business Information and Customer Data Strategy at ITV. He has also worked across the NHS and local government.

    Dr Shorful started his career as a lecturer after completing his PhD in Psychology, his dissertation focusing on predicting unintentional injuries in children.

    Adam Greco

    Role:

    Senior Partner

    Company:

    Analytics Demystified

    Bio:

    Adam Greco is a longstanding member of the web analytics community who has consulted with hundreds of clients across every industry vertical. As one of the founders of the Omniture Consulting group, Mr. Greco managed accounts large and small and helped clients maximize their use of Omniture technologies. In addition, Mr. Greco was the author of the popular “Inside SiteCatalyst” blog that taught SiteCatalyst customers how to apply SiteCatalyst at their organizations. After Omniture, Mr. Greco held the position of Director of Web Analytics at Salesforce.com where he helped re-build the entire web analytics function, turning it into a world-class program. During this time, Mr. Greco continued sharing his web analytics expertise though his popular “Omni Man” blog and co-founded the award-winning Beyond Web Analytics podcast. Mr. Greco released the first-ever published book on Adobe SiteCatalyst entitled: The Adobe SiteCatalyst Handbook: An Insider’s Guide.

    Mariia Bocheva

    Role:

    Business Development Executive

    Company:

    OWOX

    Bio:

    Mariia is a Business Development Executive at OWOX BI with 6+ years of experience in marketing and product management. She has managed multiple departments and has worked her way up from the role of support manager. Over the last five years, Mariia has worked with the largest multichannel retailers in the EMEA region and knows their pains and gains. She has spoken at the largest Ukrainian conferences, at MeasureCamp in London, at Superweek in Hungary, at eMetrics in Chicago, at ATD in Israel, and at other conferences around the globe.  

    Simo Ahava

    Role:

    Partner & Co-founder

    Company:

    8-bit-sheep

    Bio:

    Simo Ahava is a recognized expert on customizing web analytics and tag management solutions to improve the entire “life cycle” of data collection, processing, and reporting. His main areas of expertise lie with Google Analytics and Google Tag Manager, and Google has appointed him as a Google Developer Expert in these fields. He is especially interested in the interface between marketing and development, and his main focus is on increasing awareness, skills, and critical thinking around data.

    Simo is a partner and co-founder at 8-bit-sheep. He also writes a popular blog on all things Google Analytics and Google Tag Manager development at www.simoahava.com. An experienced speaker and prolific blogger, Simo can be seen and heard in conferences, product forums, support communities, and developer meet-ups alike.

    Brian Clifton

    Role:

    Author & CEO

    Company:

    Advanced Web Metrics

    Bio:

    Brian Clifton (PhD) is a measurement strategist, advisor and renowned practitioner of performance optimisation using Google Analytics. Recognised internationally as a Google Analytics expert, his best selling books have sold more than 100,000 copies and are used by students and professionals worldwide.
    As Google’s first Head of Web Analytics for Europe (2005-8), Brian built the pan-European team of product specialists. A legacy of his work was the online learning centre and test – the Google Analytics Individual Qualification (GAIQ), that was the key certification of analysts for 10 years.
    Brian has also been a guest lecturer at University College London (MSc, “Web Economics”), Copenhagen University, and the Stockholm School of Economics. Brian is Director of Data Insights at Search Integration – a company specialising in helping organisations gain in-house “metrics understanding” using Google Analytics in combination with other business intelligence tools. He is the founder of the cloud-based Google Analytics audit tool for enterprise and agencies: Verified Data.

    Damion Brown

    Role:

    Principal Consultant

    Company:

    Data Runs Deep

    Bio:

    Damion Brown heads up Data Runs Deep, a web analytics consultancy based in Melbourne, Australia that works with Google Marketing Platform and Google Cloud Platform to solve tricky problems. A British Expat and recovering trance DJ, Damion moved to Melbourne in 2006 and sat on a hillside waiting for the analytics industry to mature into something he felt he could have fun with. He’s particularly excited about the intersection of cloud computing and marketing, and in his talk he’ll be sharing actionable, practical and fun ways to level-up digital marketing using otherworldly technology that’s tantalisingly within reach.  

    Workshops

    Oct 15, 2019
    User research methods for Conversion Optimisation, SEO and SEA with Karl Gilis
    Date:
    Oct 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.

    Oct 15, 2019
    Half day Workshop: HTML Typography in Email (Advanced) with Paul Airy
    Date:
    Oct 15, 2019
    Time:
    1:00 pm - 5:00 pm
    Price:
    £ 450.00
    Half day Workshop: HTML Typography in Email (Advanced) with Paul Airy

    HTML typography is essential for delivering a great email experience, and in this workshop, you’ll work through a number of techniques that will equip you to deliver just that to your subscribers.

    You’ll consider:

    • Accessibility
    • Mobile, Tablet and Desktop Devices
    • Email and Webmail Clients – Microsoft Outlook to iOS Mail

    You’ll apply the techniques to:

    • Headlines and Subheadings
    • Paragraphs
    • Lists
    • Buttons and Links

    You’ll also look at:

    • Web Fonts
    • Typographic Units
    • Managing Widows

    Finally, you’ll have a look under the hood at Type E:, Paul’s email newsletter devoted to typography in email, and the accessibility switcher that made its first appearance in Type E: 04. The Accessibility Issue.

    Oct 15, 2019
    Half day Workshop: Defining an effective email marketing strategy with Jenna Tiffany
    Date:
    Oct 15, 2019
    Time:
    8:30 am - 12:30 pm
    Price:
    £ 450.00
    Half day Workshop: Defining an effective email marketing strategy with Jenna Tiffany

    An email marketing strategy is essential in not only driving success with your campaigns but also in providing revenue to your business. Yet it remains one of the critical challenges email marketers face. In this workshop, Jenna will provide you with an easy to digest strategy format that you will help you to evaluate your current email approach and create a successful email strategy specific to your business and subscribers.

    You’ll consider:

    • Strategy – what is it and how you should & can be using it
    • How to define objectives for your email activity
    • Examples of successful email strategies

    You’ll apply the techniques to:

    • Assess the internal and external factors that may be hindering your email performance
    • The formula for creating an email marketing strategy
    • Where to start when planning your next email campaign
    • Learn how to segment, target and position your next email campaign effectively

    You’ll also look at:

    • Good and bad examples, methods and approaches to strategy
    • Establish KPIs
    • An email strategy blueprint you can take back to the office

    Following this workshop, you’ll walk away with the knowledge on the key elements to include in an email strategy and be able to apply this specifically to your organisation.

    Oct 15, 2019
    The Best of Predictive Analytics: Core Machine Learning and Data Science Techniques with Dr. John Elder
    Date:
    Oct 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.

    Oct 15, 2019
    Introduction to Artificial Intelligence for Marketing
    Jim Sterne
    Hosts:
    Jim Sterne
    Date:
    Oct 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)