7:30 AM - 9:00 AM
1 hour 30 minutes
Italian Foyer

Lab participants will learn how to tie any domain’s keywords to transactions – an SEO expert’s nirvana! In a hands-on lab where you will see real results, Jumpshot will explain how to identify actual keyword clicks and tie those clicks to conversion.

· Which actual keywords are users searching for the most on any domain?

· Which keywords have the highest conversion rate?

· What competitors have the most effective SEO strategies and how are they driving conversion?

· How can you take this beyond keywords and identify the most influential source of traffic?

· Finally, how can you identify any purchase or checkout point on the web?

8:00 AM - 8:45 AM
45 minutes
Elizabethan D

Did you know that Majestic operates one of the largest crawlers in the world, indexing 7 billion new pages on the web every day to create a powerful index of backlink information? That index helps search marketers understand the backlinks affecting their own and their competitors’ websites and rankings.

The Majestic Master Class will give you hands-on access to Majestic.com and help you to develop a methodology for developing insights about your own business and positioning that you never knew were accessible.

Find out:

  • Which web pages are linking to your competition and find out exactly why just a few pages might be having an exponential influence on their businesses online.
  • The influencers that are SERP movers, shakers, and makers in your industry. Find these sites and then easily rank them based on the proximity to your own business verticals.
  • Learn how to build white hat backlinks that will build traffic and trust flow to drive search rankings.

The Majestic Master Class will be overseen by search veteran, @Dixon_Jones, Majestic's Marketing Director, and all attendees who are not already active Majestic users will have the opportunity to leave with a trial Gold Majestic subscription.

8:00 AM - 8:45 AM
45 minutes
Elizabethan C
8:00 AM - 9:00 AM
1 hour
Colonial Room
8:00 AM - 8:45 AM
45 minutes

By 2020, IDC predicts that the digital universe will consist of 44 zetabytes of data. While humans can process the equivalent of 1 million gigabytes of memory, there’s simply too much data for humans to handle on a daily basis. As digital marketers look to the future, the key to transformation in digital lies in understanding the value of data out there. Success is based on learning how to leverage it at scale and balance human and machine learning. This is part of the Do-It-For-Me (DIFM) Revolution where technology automation with specialized labor combine to deliver a complete solution to a business problem. In this session, leading technology and cloud solution providers will share insights and discuss how digital markets are transforming and how organizations are structuring to take advantage of data driven marketing initiatives.

9:00 AM - 10:00 AM
1 hour
Grand Ballroom

In 2014, over 70% of B2B organizations and 69% of B2C organizations reported that they made more content in 2014 than in 2013 (source: Content Marketing Institute). However, as marketers build content and compete for consumer attention on the content battleground, it is vital they first understand just who and what they are competing against. For marketers and brands alike, understanding competitive strategies allows you to build content that rises ‘above the content marketing noise’. As a result marketers are becoming increasingly more creative with user generated content and their sources of distribution.

In this session, hear how leading brands and marketers monitor, listen and learn whilst creating multiple types of content and assets that are then distributed across search, social, PR and influencer channels. Learn how brands are becoming more creative with their content and are building crowd sourced (user) , co- branded, and co-authored content marketing strategies that win on the content battleground.

Session topics include:

  • Understand your competitive content battleground and your content Share of Voice
  • How to scale your content while also understanding more about your market and customers
  • Build win-win content strategies using multiple (performance based) content marketing strategies
  • How user generated content and co-branded content gives you the competitive edge
10:15 AM - 11:30 AM
1 hour 15 minutes
California East

Online Influence is a by-product of credible and authentic personalities (people) and sources (content). The best digital marketers and brands know how to combine human, psychological and behavioral best practices and then utilize digital channels to further enable them to understand, connect and engage with their audience.

Session topics include:

  • How to influence, engage and create brand advocates
  • Content and optimization for the digital user
  • Understanding people, process and human capital in a digital organization
  • Cross-departmental and cross-organizational influence, content and search marketing
10:15 AM - 11:30 AM
1 hour 15 minutes
Elizabethan A/B

Lab participants will learn how to tie any domain’s keywords to transactions – an SEO expert’s nirvana! In a hands-on lab where you will see real results, Jumpshot will explain how to identify actual keyword clicks and tie those clicks to conversion.

· Which actual keywords are users searching for the most on any domain?

· Which keywords have the highest conversion rate?

· What competitors have the most effective SEO strategies and how are they driving conversion?

· How can you take this beyond keywords and identify the most influential source of traffic?

· Finally, how can you identify any purchase or checkout point on the web?

10:15 AM - 11:30 AM
1 hour 15 minutes
Elizabethan D

The Enterprise search market has matured significantly in 2015 with organic search being recognized as the primary driver of traffic to websites. With growth come challenges of scale, and as organic content fuels performance across multiple business units, organizing for success becomes a number one operational priority. Enterprise search marketers are now in constant growth mode.

In this session, learn how organizations have matured and scaled their operations to take account for the search opportunity. Capturing the economy of scale is a fundamental principle for achieving efficiency within an organization, and streamlining the way marketing activities are executed is key to success. Learn how leading in-house marketers are implementing processes that will help you build and, most importantly, scale your organic and content campaigns to achieve maximum ROI.

Session topics include:

  • The impact of organic search on how brands organize their departments
  • Benchmark where your company fits on the organic in-house maturity curve
  • Reporting and scaling content across multiple departments and business units
  • Building dashboards that measure and report SEO performance across multiple business functions including the C-suite
10:15 AM - 11:30 AM
1 hour 15 minutes
California West

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10:15 AM - 11:30 AM
1 hour 15 minutes

In this forum, we will discuss how to recognize your digital touchpoints, review the process of measuring your audience's actions, and provide real-world examples to demonstrate how they all work together to create a cohesive consumer journey. Which parts of your digital presence - organic, SEM, social, display, referral, and email - will work together in the most effective and efficient way?

We would like to hear input and questions about your customer’s journey and your multi-channel outreach: What challenges do you face? What have you tried and how did it work? What are effective ways to collect and understand data? What technologies and services have marketers tried and how were the results?

11:45 AM - 1:00 PM
1 hour 15 minutes
Georgian Room

In this forum, we will discuss:

What are the main challenges you face in global, cross-channel marketing campaigns? How do you approach it now? What tools, platforms, and service providers have you tried and what were the results? How do you track progress and optimize the results? What are key points of success and failure in internationalizing and translating your content?

11:45 AM - 1:00 PM
1 hour 15 minutes
11:45 AM - 1:00 PM
1 hour 15 minutes
11:45 AM - 1:00 PM
1 hour 15 minutes
Grand Ballroom

Search, social and content marketing are interlinked with content being the catalyst that fuels search and social strategy. As marketers, we are responsible for creating over 90% of the world’s data (source: IBM). The adoption of mobile devices combined with social and digital media content and location data are the prime drivers of data growth. Aligning search, social and content initiatives is a must for the modern day digital marketer.

In this session, hear about the expanding and critical role of content, search and social within an overall digital marketing strategy. As channels converge, so does the need for a more holistic approach to content, search and social. Learn how to create, optimize, measure and leverage content across search and social channels to deliver maximum business impact.

Session topics include:

  • The evolution of the new content, search and social ecosystem
  • New YouTube and video content and social strategies
  • User generated content and social amplification
  • Engage with audiences across social channels
1:15 PM - 2:30 PM
1 hour 15 minutes
California West

The Hybrid Digital Marketer – Transformation and talent management

According to Adobe research, over 40% of marketers want to reinvent themselves but only 14% know how. The convergence of paid, owned and earned media has meant that the relationship between marketers internally, and externally, has become significantly more complex and, as a result, talent gaps exist. Organizations, agencies, and marketers may struggle to keep their skills and training up to date and in line with such a rapidly developing and complex digital marketing ecosystem. In 2015, the modern-day digital marketer is a ‘hybrid marketer’ who understands the multiple facets of digital marketing and has the core competencies that foster cross-channel collaboration and elevate business impact.

In this session, learn how organizations are approaching the digital marketing talent gap and hear how hybrid marketers are technologists, data-driven and business savvy. Learn how they utilize left and right functions to diffuse ideas and drive measurable business impact across content, search, social and digital strategies.

Session topics include:

  • Understand the digital marketing talent gap
  • Learn how organizations recruit, retain and develop digital talent
  • How to build and refine digital marketing structures based on digital talent management
  • Utilize your digital skillsets and elevate your digital marketing career
1:15 PM - 2:30 PM
1 hour 15 minutes
Elizabethan A/B

Did you know that Majestic operates one of the largest crawlers in the world, indexing 7 billion new pages on the web every day to create a powerful index of backlink information? That index helps search marketers understand the backlinks affecting their own and their competitors’ websites and rankings.

The Majestic Master Class will give you hands-on access to Majestic.com and help you to develop a methodology for developing insights about your own business and positioning that you never knew were accessible.

Find out:

  • Which web pages are linking to your competition and find out exactly why just a few pages might be having an exponential influence on their businesses online.
  • The influencers that are SERP movers, shakers, and makers in your industry. Find these sites and then easily rank them based on the proximity to your own business verticals.
  • Learn how to build white hat backlinks that will build traffic and trust flow to drive search rankings.

The Majestic Master Class will be overseen by search veteran, @Dixon_Jones, Majestic's Marketing Director, and all attendees who are not already active Majestic users will have the opportunity to leave with a trial Gold Majestic subscription.

1:15 PM - 2:30 PM
1 hour 15 minutes
Elizabethan C

As search and content marketers, we are responsible for producing over 90% of the world’s data (source: IBM) and, by 2020, the digital universe is predicted to contain 44 trillion gigabytes of data (source: IDC). This is far too much even for a team of data scientists to understand and distill into meaningful marketing intelligence – the human brain can only hold the equivalent of a million gigabytes of memory (source: American scientist).

In this session, learn how to make the most of new data opportunities across content, search and social that both help maximize return and provide insights across all digital channels. Today’s modern marketers are now leveraging machine learning and combinations of 1st and 3rd party data to ensure that their campaigns are optimized and executed with maximum efficiency.

Session topics include:

  • How data guides content improvement and performance
  • Utilizing machine learning intelligence data to make decisions
  • Understanding your audience through data intelligence at web-wide scale
  • Using data to fuel creative stories that resonate with your target audience and drive - conversions
1:15 PM - 2:30 PM
1 hour 15 minutes
California East

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1:15 PM - 2:30 PM
1 hour 15 minutes

As brands are transforming into publishers, developing rich content to connect with audiences at a deeper level is a primary objective. However, according to data from CMOsurvey.org, 44 percent of CMOs say they lack quantitative metrics to demonstrate the impact of marketing spend. Approximately 20 percent of CMOs use the manager’s “judgment” to measure marketing ROI. There has never been a better time for brands to take advantage of technology and data to help measure the value of content marketing. Measuring results allows marketers to produce smarter content and justify future investment in content marketing.

In this session, learn how to deliver great content, measure performance and, most importantly, report value and ROI. Understanding what content metrics matter most to a brand (such as order value, conversion rates and revenue) and pairing this with third-party analytical data (content and organic search KPIs) puts marketers on the right path to performance marketing measurement.

Session topics include:

  • Identify the different types of metrics that matter the most to you business
  • Measuring content performance
  • SERP performance metrics, content and quick answers
  • Optimizing content, products and page performance
2:45 PM - 4:00 PM
1 hour 15 minutes
California West

Integrated Campaign Management – Cross-functional collaboration

Audiences no longer consume media in silos. As a result, taking a holistic and integrated approach to the creation, optimization, distribution, and measurement of all your digital marketing efforts should be the digital marketing norm. However, according to data from Econsultancy and Oracle, “there is a very large gap between the percentage of companies saying they prioritize the cross-channel integration of marketing activities (67%) and those that understand their customers’ journeys and adapt the channel mix accordingly (43%). Furthermore, only 30% are facilitating integrated marketing using cross-functional teams, providing further evidence that many companies are not ‘walking the walk’.”

In this session, learn how successful marketing teams and campaigns – both in terms of
efficiency and impact – can be integrated and delivered via multiple channels and media types. Attribution modeling is essential to ensure you continue to take the right approach to efficiently scale your marketing campaigns.

Session topics include:

  • Understand the integrated marketing challenge
  • Best practice approaches made for scale
  • Create media assets for multiple channels and business functions to expand digital campaign reach
  • Understanding attribution and its role in measuring the performance of digital campaigns
2:45 PM - 4:00 PM
1 hour 15 minutes
Elizabethan A/B

Search Results Pages (SERPs) change constantly based on personalized preferences and localized results. As search engines evolve to focus on the user, a mixture of text, video, image, local, mobile and rich media formats can dominate results. Over the last year significant changes to SERPs have arisen with the introduction of local carousel, Pigeon updates, the new 3-pack and the introduction of Google quick answers.

In this session, learn how to leverage and optimize multiple content types to enhance your position in the SERP. Analyze the competitive search landscape and ensure you stay one step ahead of the competition among SERPs.

Session topics include:

  • Identifying and tracking the competition across multiple search results
  • Understanding blended rank and the content mix
  • Optimizing content, images and videos to increase your SERP real estate
  • Rich answers in search
2:45 PM - 4:00 PM
1 hour 15 minutes
California East

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2:45 PM - 4:00 PM
1 hour 15 minutes
4:00 PM - 4:15 PM
15 minutes
Italian Foyer

The digital future is bright, but just how bright is it?

In this panel discussion visionary CEO’s from Silicon Valley will provide insight from their personal journeys on what it takes to be a successful entrepreneur, how to deliver innovation to an industry and and how to build and lead teams.

Topics that will discussed include:

· How to get started building a business

· What is takes to build Entrepreneurial spirt

· Lessons learned in your past that helped with your drive to build a business

· How innovation shapes a company culture and a market

· The role of talent and people in scaling and expanding your business (and any team)

· How to build a great company culture, and what trade-offs (if any) are required today

4:15 PM - 5:15 PM
1 hour
Grand Ballroom