The Web & Multichannel Marketing Peer Group's expert presentations and peer-to-peer discussions are designed to provide in-depth, actionable insights on topics such as cross-channel attribution and digital marketing trends for marketing directors, managers and senior practitioners.

Web and Multichannel Marketing Peer Group Meeting 

Digital Marketing Analytics 
July 25, 2017 09:00 AM - 03:00 PM 
Learn how your organization can utilize data and analytics to drive marketing strategy. 

Most marketers agree that data and analytics are critical to their overall strategy, but what data should they be capturing and how should it be applied to their business is not a simple solution. A report from the McKinsey Global Institute, The age of analytics: Competing in a data-driven world, revealed, “most companies are capturing only a fraction of the potential value of data and analytics.” In an age where deeper, more meaningful insights have become a competitive necessity, it is critical to embrace and fully utilize the data trends that will drive your organization into the future.

Join us at this session and learn how to advance your marketing strategies with data and analytics. We will delve into best practices specific to how to build a comprehensive analytics framework including what marketing analytics methodologies to consider, new approaches for total marketing measurement and a checklist to get started. We will also explore how to mine key insights from search analytics and tools we are currently using (like Google Analytics, Google Search Console and more) and discuss the increasing importance of this information as we prepare for Google’s new “mobile-first” index. In addition, we will have an opportunity to learn from companies like yours by offering breakout sessions to further examine topics such as key data and analytics, insights, best practices and lessons learned.

Presentations include:
Total Marketing Measurement – Building and Scaling a Comprehensive Analytics Framework, presented by Michael Hilla, Director of Business Development Gartner for Marketing Leaders
Keys to Uncovering Mobile-First Insights Hiding in Your Search Analytics, presented by Brian Klais, Founder of Pure Oxygen Labs

Participate in Customizing the Agenda: You’ll have the opportunity to play an active part in shaping the agenda for this session – and to maximize its relevance for you – by suggesting and selecting topics for break-out discussions. Once the agenda is complete, you choose the discussions you want to join. This will be a highly interactive session so come prepared to share your questions, challenges and insights!

Webcast Available: If you can't make it to the event in-person (or if in-person registration has reached capacity), you can still register to attend from your computer. This option allows you to view the presentations, while attending in person provides you with the opportunity to participate in break-out discussions, ask questions or take advantage of networking opportunities. To attend the webcast, click the "Register for webcast" button on this meeting's homepage. You will receive a confirmation email with the link to the webcast a week before the meeting.

Gordon Dining and Event Center, Second Floor 
Jen Anderson, 608-890-1406, 

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