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Agenda

Session Filters

Day 1 Wednesday, August 23

  • August 23
  • 8:30 am - 12:45 pm
  • Stage 1
  • Pre-Conference
  • Strategy Development | How to create a plan that guides all your content efforts
  • Ideation | Ways to play ""content Moneyball"" and come up with hundreds of topic ideas painlessly
  • Content Creation | What types of content are out there and how each can be created
  • Optimization | Don’t press publish before you follow these simple, yet essential SEO best practices
  • Promotion | Get social and understand what platforms work best for you and if paid ads can help
  • Distribution | How you can get more eyes on your content through targeted, off-site channels
  • Lead Nurture | Email is a vital component of a content strategy that keeps your relationships alive
  • Measurement | Learn what core KPIs to look at to understand failures and successes
  • August 23
  • 8:30 am - 12:45 pm
  • Stage 2
  • Pre-Conference
  • Stay ahead of Google updates and prepare for SEO of today and tomorrow
  • List common technical problems that plague sites and how to fix them
  • Use persona data to attract targeted traffic
  • Take keyword research to a deeper level, including uncovering search intent
  • Build a search-engine friendly website structure
  • Get the most out of mobile and voice queries
  • Develop a content strategy based upon topical density that drives traffic
  • Identify high quality backlink opportunities
  • Put it all together— Create a customized, step-by-step SEO plan to get results
  • Use checklists, benchmarks and workflows to get your SEO work done
  • Report results and initiatives to key decision makers within the organization
  • August 23
  • 1:15 pm - 2:15 pm
  • Opening Keynote
  • Tell bolder (and braver!) stories, using stronger, writing and a unique point of view
  • Create “best of breed” content to attract the people you want
  • Know when to be a little outrageous (and when to dial it back)
  • Understand the secrets to inspire the best work out of writers and content creators
  • August 23
  • 2:30 pm - 3:00 pm
  • Stage 1
  • Understand that's no longer about being the ""best"" digital marketer - that time has passed
  • Relate to the three imperatives for embracing the post-digital mindset
  • More adeptly address your customers' digital and physical needs all at once
  • August 23
  • 3:15 pm - 3:45 pm
  • Stage 2
  • Understand how emerging technologies are changing the mobile engagement landscape
  • Study customer behavior to help predict what users will do next
  • Future-proof your mobile strategies
  • August 23
  • 3:15 pm - 3:45 pm
  • Stage 1
  • Change user behavior from “transactional” to “relational”
  • Use algorithms to drive content personalization in unique new directions
  • Implement workflow processes that augment staff labor with automatic data-surfacing
  • August 23
  • 4:00 pm - 4:30 pm
  • Stage 2
  • How to respond and adapt to the performance of a campaign throughout its duration;
  • Create variables by building multiple ad sets and duplicating ads in order to run a/b tests against different audiences and types of ads; and
  • Lower your cost per click by ensuring you only show ads that resonate with your audience.
  • August 23
  • 4:00 pm - 4:30 pm
  • Stage 1
  • Create a data-driven content plan and information architecture for content-heavy sites
  • Map your content to the actual needs of your users
  • Build an SEO strategy and write content that's not reliant on outdated practices
  • Understand how design and user experience play a role in both conversion optimization and search optimization
  • Describe how machine learning and behavioral data are changing the conversation around information architecture and content creation
  • Use tools to assess and analyze content
  • August 23
  • 5:15 pm - 6:30 pm

Opening Reception

Day 2 Thursday, August 24

  • August 24
  • 8:30 am - 9:00 am
  • Stage 2
  • Define Multi-Touch Attribution (MTA)
  • Apply advanced analytics across marketing touch points to achieve desired outcome
  • August 24
  • 8:30 am - 9:00 am
  • Stage 3
  • Understand how Agile Methods pertain to a Customer Intelligence Practice
  • Identify what data is a need, want, or nice to have
  • Evaluate available data collection points - Who, What, When, Where, Why, How?
  • Select the appropriate tools for taking action
  • Finally, Re-Evaluate using results
  • August 24
  • 9:15 am - 9:45 am
  • Stage 1
  • How to perform deep content topic ideation to capture organic traffic
  • Ways to shift your strategy to adopt agile methodologies
  • Magic of a Hub & Spoke content model
  • Why search engine optimization is more critical than ever
  • August 24
  • 9:15 am - 9:45 am
  • Stage 2
  • Develop genuinely useful personas
  • Incorporate user roles more strategically into your integrated marketing plans
  • Create Customer Journey Maps that are actually usable
  • Introduce Experience Maps into your digital strategy
  • Develop better, more advanced A/B Testing methodologies
  • August 24
  • 9:15 am - 9:45 am
  • Stage 3
  • Understand what makes an effective question
  • Use customer data and feedback to determine your metrics
  • Prioritize your metrics into three buckets that keep you in the know
  • Measure marketing success based on metrics that came from customer data
  • Walk into your next executive meeting with a story, not just numbers
  • August 24
  • 10:00 am - 10:30 am
  • Stage 3
The rich and storied history of iconic brands can be a gift and a curse - how do you make a seasoned brand more relevant to your audiences in this changing digital landscape? In this session we will review tips and tactics that can help seasoned brands with this evolving challenge for consumer and internal content needs.
  • August 24
  • 10:00 am - 10:30 am
  • Stage 1
  • Understand why the Bee is such an important framework for your marketing decisions
  • Take the Beyoncé approach to your marketing efforts
  • Approach how you keep you and your organization aligned to your customer's needs, and
  • Enjoy some of Sasha Fierce's favorite jams along the way
  • August 24
  • 11:00 am - 11:30 am
  • Stage 3
  • Understand how to inventory and prioritize customer touchpoints
  • Coordinate experiences with cross-functional owners
  • Create a process for brainstorming customer engagement
  • Develop a culture of customer journey managers
  • August 24
  • 11:45 am - 12:15 pm
  • Stage 3
  • Kick start your personalization journey with a MVP focus
  • Understand how co-located Agile delivery and cross-functional teams work closely together to deliver on a common vision
  • Focus on the simplicity of tech choices and understand how they could be beneficial
  • Use machine learning and big data technologies to enable people based marketing solution
  • Identify what data principles are critical before embarking on digital marketing transformation initiatives
  • August 24
  • 12:30 pm - 1:40 pm
  • Lunch Keynote
  • August 24
  • 1:55 pm - 2:25 pm
  • Stage 2
  • Understand how users are changing the way they search and how search engine algorithms are evolving to keep up
  • Use the best strategies to stay competitive in an increasingly mobile world
  • Explore mobile first indexing, Accelerated Mobile Pages (AMP), voice search, and more to help you successfully align with the new search paradigm
  • August 24
  • 1:55 pm - 2:25 pm
  • Stage 3
  • Start adopting the contextual lens to understand their digital consumer’s emerging needs
  • Help product designers innovate new offerings using consumer interaction data
  • Understand how context changes the default choices that consumers normally make
  • Work with data analysts to take advantage of the contextual lens today
  • August 24
  • 2:35 pm - 3:05 pm
  • Stage 1
  • What changes Google has made that can make a material impact on your business goals.
  • What are the upcoming trends in Organic Search that you need to prepare for
  • How to strategically execute modern SEO
  • How to effectively measure SEO results for business impact
  • How to make the right SEO hire
  • How to find the right SEO partner
  • What tools your team should be using to do effective enterprise-level SEO
  • August 24
  • 2:35 pm - 3:05 pm
  • Stage 3
  • Achieve buy-in among a siloed organization to define key business goals
  • Use your data to create a visit engagement score measuring key activities online
  • Understand the possibilities for further developing this model and finding deeper insights within your business
  • August 24
  • 2:35 pm - 3:05 pm
  • Stage 2
  • Understand what makes content effective
  • Design a successful product page that leads to conversion and know what it should include
  • Narrow down the basic need-to-know facts that are critical for sales
  • Optimize e-commerce conversions by leveraging storytelling tactics
  • Understand site authored content vs. user generated content and how to balance both to make an impact
  • August 24
  • 3:15 pm - 3:45 pm
  • Stage 1
  • Version your content to appeal to disparate groups such as, lines of business, industries, net new vs. customers
  • Design content to be consumed in multiple formats
  • Create a content plan that will appeal to how prospects choose to consume information
  • August 24
  • 3:15 pm - 3:45 pm
  • Stage 3
  • Apply data science in marketing
  • Understand the limitations of data science
  • Think critically about data science -- even if you are not a data scientist!
  • August 24
  • 3:55 pm - 4:25 pm
  • Stage 1
  • Excavate the essential, intangible truth of your brand
  • Understand how to “read between the lines” of your audience research
  • Better align your organization to deliver a 360-degree brand experience
  • August 24
  • 4:35 pm - 5:05 pm
  • Stage 2
  • Understand what small data is and the impact it can have on your business
  • Enrich your existing customer data to build a strategic customer database
  • Extend your existing customer information and even de mask anonymous users
  • Align sales and marketing with Metrics that Matter in building revenue campaigns
  • August 24
  • 5:05 pm - 6:00 pm

Closing Reception

Join us at DS Philadelphia 2017

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