2017 Full Program

Discover the hottest trends and innovative growth secrets from performance marketing’s brightest minds.

Use the Add to My Agenda buttons to compile a Personalized Agenda of the sessions you wish to attend. Then submit an email address at bottom of screen to receive your Personalized Agenda in your inbox!

Tuesday | August 22

1:30 PM – 2:20 PM
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How to Keep your Funnel Full with Predictive Intelligence

Room: Sutton Parlor Center
What if companies could predict what products people will buy, how much they’ll buy and when? It’d be a game changer, and that’s exactly what’s happening with predictive intelligence - according to a Forrester Total Economic Impact study, predictive intelligence saw a 75% increase in MQL to opportunity conversion rates and a 40% increase in closed-won business. Amanda Kahlow of 6Sense will reveal how predictive can drive more conversions by uncovering the most interested prospects at every stage of the funnel.

Key Takeaways:
• Get a high-level overview of the power of predictive intelligence and how it is disrupting how marketing and sales teams are finding and converting customers
• Gain an understanding of how predictive technology works and how to implement and operationalize it
Presented By:
3:10 PM – 4:00 PM
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From Search Campaign to Lead Qualification & Transfer: Using Data Analytics to Drive Volume

Room: Sutton Parlor Center
New technologies and channels have brought more and more data and mediums to reach customers effectively, to measure and optimize to the performance of digital campaigns, and to bring highly customized and unique messaging capabilities to organizations. In the recent years, three key evolutions have changed the competitive landscape for digital media.

• The migration of user engagement to mobile
• The ability to leverage 1st party data to create more personalized engagement with customers
• Core advancements in the fidelity of targeting

These recent changes have changed the rules of the game and has reshaped who can compete effectively for customers online. Join us as we carefully explore using an end-to-end process to support your search media planning, management, and execution while driving pre-qualification starts while keeping your CPA targets in line.

Key Takeaways:
• Learn how to create a landing page and microsite optimized for lead gen capture and conversion (form capture and inbound call)
• Discover best practices for managing campaigns to a cost per application start and tracking to ultimate loan fulfillment
• Explore the impact of keywords, ads, bids, and landing page offer experiences

Presented By:
4:10 PM – 5:00 PM
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Last-Click Attribution Is So Yesterday

Room: Sutton Parlor Center
There are endless methods for calculating attribution. Because it is the easiest, last-click attribution has been the most popular for quite some time. Last-click attribution gives 100% of the attribution credit to the very last touchpoint before a conversion. By doing so, it fails to give any credit to top-of-the-funnel efforts. As a result, optimizations based solely on last-click attribution can sometimes negatively affect performance.

Key Takeaways:
• Discover how to differentiate last-click from multi-touch from cross-channel attribution
• Understand why last-click attribution is no longer good enough
• Get instructions for setting up FREE cross-channel, multi-touch attribution tracking using Google Analytics
• Learn how to evaluate technology for more sophisticated attribution tracking
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