twitter facebook
RUNNING
ALONGSIDE:
B2B Marketing Expo Call & Contact Centre Expo Sales Innovation Expo

27 & 28

MARCH 2019


Show Dates: 27 & 28 March 2019, ExCeL London

x

Masterclasses

Be sure to book your place as availability is limited and on a first come, first served basis. BOOK NOW HERE

workshop

Getting Personal with Data-Led Digital Marketing

At DAC, we have spent 40+ years becoming experts in digital marketing, and now, with these Masterclasses, you can watch the fun and games as we try and distil decades of experience into a single day (!)

Our masterclass(es) have been structured to give you an end to end overview as to the world of digital marketing; from data analytics to affiliates, hyperlocal to content at scale. Whatever your involvement in the marketing of your brands, wherever you fit in the digital landscape within your organisation, you should be able to find something here to help.

Expect some hardcore data analysis, expect intelligent conversation from people who REALLY know their stuff; expect a few laughs along the way, and expect to leave with specific, valuable actions.

11:00 Every (Customer) Journey Begins With a Single Step

Understanding your customer is the first and most important step on the road to creating a customer centric marketing strategy. Getting closer to your customer and understanding the KPI’s relevant to them allows you to identify strategic priorities specific to each segment, such as increasing the value or frequency of sales, and is the foundational building block of personalisation.

In this masterclass we will show you how to leverage your existing data (be that held in one source or many), to develop key insights about your customer audiences, and the best part? We will help you build a business case to champion customer centric marketing to anyone that will listen!

12:00 Dominating the search landscape; Paid, Local (pack) and Organic

Local is vital to the mobile customer journey. With 61% of smartphone users demanding ads customised to their immediate surroundings, marketers must work harder to target their customers with what they want, where they want.

Integration is key; managing your local listings i.e. opening times etc, is only the first step. How do you integrate local with your PPC, Organic, media buying and landing page strategy to dominate the SERP’s on both mobile and desktop?

In this masterclass, we’ll take you through how to win at local and how integrating local across all channels.

13:00 Search and Ye Shall Find; Optimising your SEO Activity

What battles should we fight to win relevant organic search space? Ensuring content can be surfaced to “pay off” the intent of the searcher is key to SEO success. At DAC, we care about answering all types of audience need and intent queries because we believe there is little point in producing content if it doesn’t serve a purpose, like driving traffic or helping your website rank for each search of your customer’s journey.

In this masterclass, we will look at the specific opportunities and challenges around trying to rank organically for Informational, Transactional and Navigational types of queries.

14:00 Pay to Play; How you can play to win at PPC, by getting local

Are your CPC’s rising? Not sure how to combat this? Then you need to refresh your PPC strategy.

During this session, we’ll lift the lid on our experience in combining local with national PPC campaigns to provoke some creative thinking that will help you take your PPC programme to the next level.

15:00 Dashing Dashboards: How to remove the noise but keep the message

What do you want from your ideal performance reporting platform? If the answer is dashboards that show you the change in customer journey, from the top to the bottom of the funnel, for each of your key customer audiences then this session is for you.

Our dashboards can help you drill into campaign and channel performance and transform the data into growth insights and optimisation opportunities. They can bring teams together and show a level of insight relevant to each stakeholder, without increasing the complexity.

In this masterclass, we will share with you the methodology behind creating the perfect dashboard by showing you some of our tailor-made dashboard solutions which will help to reveal hidden insights about your consumer.

16:00 Giving Credit Where It’s Due: Understanding Attribution

First cookies were on borrowed time because of cross-device behaviour. Now identity-tracking is on borrowed time because of GDPR. Are we destined to make major decisions based on fragments of data or is there a framework that can help guide us through? And how much can we trust machine-learning to do our attribution for us?

In this masterclass we will talk you through the threats and opportunities in attribution and discuss a framework for effectively tracking your national brand through to your local consumer.

And don't forget, you can catch our VP of Client Strategy, Nasser Sahlool, presenting his seminar Data is the Currency of Experience - Capturing the Habits of Modern Consumers to Supercharge your Marketing at 16:15 on day 1, theatre 24. See you there!

dont miss

Schedule


Wednesday

  • 11:00 Every (Customer) Journey Begins With a Single Step
  • 12.00 Dominating the search landscape; Paid, Local (pack) and Organic
  • 13.00 Search and Ye Shall Find: Optimising your SEO Activity
  • 14.00How getting local can help enhance your PPC strategy
  • 15.00 Dashing Dashboards: How to remove the noise but keep the message
  • 16:00 Giving Credit Where It’s Due: Understanding Attribution

Thursday

  • 11:00 Every (Customer) Journey Begins With a Single Step
  • 12.00 Dominating the search landscape; Paid, Local (pack) and Organic
  • 13.00 Search and Ye Shall Find: Optimising your SEO Activity
  • 14.00 How getting local can help enhance your PPC strategy
  • 15.00 Dashing Dashboards: How to remove the noise but keep the message
  • 16:00 Giving Credit Where It’s Due: Understanding Attribution