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Hands on session focused on how to get the most out of Google Analytics. Yehoshua will show you how he approaches implementation of GA's enhanced features, including Custom Dimensions, Custom Metrics, Data Import, and Enhanced Ecommerce. Yehoshua will show you how to access a beautifully crafted data set via custom reports and segments and put it to use. Go home with a list of "things to do tomorrow" and practical knowledge about how to do it!

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Google is a black box, and for almost 20 years SEOs have run experiments and tested ideas trying to understand what makes the search engine tick. Until recently, it's been really hard to run robust tests that isolate the effects of SEO changes. At Distilled, we have been using new tools and statistical approaches to run split-tests. In this session, Tom is going to talk about how you can run your own A/B tests, some of the experiments we've run and the results we've seen, and share some thoughts about the future of SEO testing.

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Stating your offer is just not enough. Your copy has to command your prospects’ attention and drive them seamlessly to your call-to-action. You need to drill down into human desire and motivation if you want someone to look at your service and say ‘tell me more!’ Great screenwriting does just that - it encourages readers to turn the page and viewers to stay in their seats. Trained scriptwriter and copywriter Amy Harrison shows you how businesses are already using secrets of the screen to create high-converting landing pages, web content and more. You’ll also take away scriptwriting techniques you can implement in your own copy straight after the session.

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Most marketers are all too familiar with the moniker, right message to the right person at the right place and time, yet often times don't apply the same effort, data and tactics to perfecting their message that they should. With upwards of 800% elasticity between the best and worst performing message, the stakes and the opportunity of missed revenue are high. Angie's List became an earlier adopter of a technology that machine generates the most persuasive language for communications designed to drive action, specifically in their email marketing campaigns. By implementing Persado's technology to machine generate the most emotionally engaging messages, Angie's List saw significant and consistent lift across KPI's. Creating the most emotionally engaging language via a databased approach was the missing piece of the puzzle. Angie's List no longer relies on guesswork to come up with message variants to test, they utilize an advanced technology to eliminate the guesswork and machine generate the optimal message. In this session attendees will be able to understand how to implement tactics and technology that helps elevate the investment that they have already made in their marketing cloud. They will be educated on what it means to create the most emotionally engaging digital marketing communications, and what the business implications are when this technology is leveraged.

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With the evolution of machine-learning approaches, like RankBrain, coupled with the importance of content relevance, old-fashioned SEO tactics have died a sudden death – and traditional ranking factors are following suit. Today’s challenge for every digital marketer is to uncover specific user intent. In this session, you will learn how to meet the needs of your online audience by using data-driven technologies, and create the perfect content for every stage of the customer funnel.

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What do you want to learn? Lean Analytics Cycle AVINASH KAUSHIK HTTP://KISS.LY/LEANAC Lean is all about identifying and quantifying risk. Don’t just ask questions. Know what decisions you can make from these surveys. Lean Analytics Cycle AVINASH KAUSHIK HTTP://KISS.LY/LEANAC This is where we survey 1. Keep surveys short ! Under 5 minutes is ideal Completion Rates Survey Monkey: Does Adding One More Question Impact Survey Completion Rate? Industry Benchmarks 40% is awesome ! 30% is great ! 20% is good ! ~15% is expected ! What We See In Practice Longer Surveys Decrease Completion Rates A 5 Question Screener That I Did Recently 14% CTR from Nudge to Screener ! 202 Responses in 7 days ! 202 Opt-Ins for further studies ! By the way… ! Satisfaction surveys see 10% or lower response rates 2. Start broad then get detailed ! Satisfaction -> specifics Broad questions How satisfied are you? What is your primary motivation? What best describes why you came here today? Specific questions What is your experience with using X? How satisfied are you with X/Y/Z? 3. Ask what you need to know ! Avoid what’s nice to know What do you want to learn? What are you going to DO with this survey data? It’s easy to let additional questions creep up. Resist the urge! 4. Avoid hypothetical questions Would you buy X if we offered it? Instead, ask people about their CURRENT experience, frustrations, or workarounds to their problem. 5. Test survey internally Startups have smaller customer counts. Surveying multiple times gets interpreted as spam. Dry runs with your team are a great way to check if anything is confusing. 3 Ways to Get Surveys In Front of People 2 1. Email ! Apple ’s satisfaction survey uses plain text for simplicity General Assembly’s HTML emails look too automated Plain text works best. ! Looks like a real person wrote it. 2. In-App Opt-In ! Google Has Dedicated Usability Opt Ins Twitter Integrates In-App Opt-In Into Their Apps Target Opt-Ins Based On People’s Behavior To Increase Chances of Response 2. In-App Pop-up ! GQ Asks about Subscription Friction Logitech Asks for Use Cases 3 Strategies for Segmenting Survey Results 3 Demographic segmentation is the norm, but only if it actually helps. 1. Platform ! Segmenting by Device Type Another Example of Segmenting by Device Type 2. Time of Survey Response ! Segmenting by Time Survey Was Completed Zendesk Uses Time of Survey To Send Surveys At Times That Have Higher Response Rates Zendesk Figured Out “Not Work Hours” Worked Best 3. Cross-Reference with Analytics ! Cross Reference Analytics Data with Survey Data to Get the Whole Picture Features used / products bought ! Frequency of visits ! Our Favorite Tools and Workflows 4 Research Tools of the Trade Our toolkit for getting survey’s done. Book Resource: Improving Survey Questions: Design and Evaluation

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In today’s rough legal waters, an agile pro can still have the ride of a lifetime. But lose that perfect balance? You risk a wipeout. Are you making one of the 7 Marketing Mistakes that can pull your law firm under? Whether lacking the foundation of a goal-driven marketing plan to avoiding an ethics violation to understanding the most important techniques in UX (user experience) for legal website design, be ready to take notes: You don’t want to make ANY of the costly seven mistakes. From coast of Maine to the islands, Firmidable’s Nathan Chapman and his team of highly analytical marketing experts coach and work to keep their legal clients stoked. This presentation will cover the biggest ways law firms, even yours, can lose their balance as they try to grow. Nathan will blend decades of seasoned experience along with the latest Silicon Valley news, to ensure the timeliest discussion.

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The mobile experience process could leverage from so many data points or "sensors" that we can derive from, alas, in real time we tap into less than 5% of those sensors when we implement the relevant ( personalized or not ) user experience. Our UX challenges there are staggering and would only grow in time, let's take the onboarding experience as an example, today we are roughly loosing 30% of our users just at that initial experience which our user undergoes, which makes them unlikely to come back in the near future. "Onboarding" - it's that place we are truly "flying blind", in most cases we know nothing about our users, thus, we master the art of .. guessing! Asking ( the device and it's surrounding ) the right questions at the right time, could make the difference when approaching these set of challenges, especially on mobile. At this session we would discuss more than 10 use cases where data matters, and how the intersection between data/sensors and user experience on mobile defines the way we should think when creating our next blueprint.

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Electronic retailing is the sale of goods and services through the internet. Electronic retailing, or e-tailing, can include business-to-business (B2B) and business-to-consumer (B2C) sales of products and services, through subscriptions to website content, or through advertising. E-tailing requires businesses to tailor traditional business models to the rapidly changing face of the internet and its users.

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For B2B marketers, great stories can mean the difference between marketing content that audiences love and content that fails to deliver results. It takes real storytelling skill to rise above the noise and grab the attention of busy audiences. These slides were presented by Ardath Albee, from Marketing Interactions, and Nick Edouard, from LookBookHQ, during a free 30 minute online workshop on 11th June 2013 designed to sharpen B2B marketers' storytelling skills. The slides cover: 1. Why storytelling matters to B2B marketers 2. How to get round the big 3 storytelling obstacles that even the pros face 3. 4 real-world examples of B2B storytelling that drove amazing business results 4. The 8 key storytelling success factors

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Angeliki Cooney has spent over twenty years at the forefront of the life sciences industry, working out of Wynantskill, NY. She is highly regarded for her dedication to advancing the development and accessibility of innovative treatments for chronic diseases, rare disorders, and cancer. Her professional journey has centered on strategic consulting for biopharmaceutical companies, facilitating digital transformation, enhancing omnichannel engagement, and refining strategic commercial practices. Angeliki's innovative contributions include pioneering several software-as-a-service (SaaS) products for the life sciences sector, earning her three patents. As the Senior Vice President of Life Sciences at Avenga, Angeliki orchestrated the firm's strategic entry into the U.S. market. Avenga, a renowned digital engineering and consulting firm, partners with significant entities in the pharmaceutical and biotechnology fields. Her leadership was instrumental in expanding Avenga's client base and establishing its presence in the competitive U.S. market.

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