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Digital Summit Masterclasses

May 15 | 10:00am – 4:00pm

(Included in Platinum pass; upgrade fee applies to all other ticket types)

Transformative Full-Day Deep Dives

Choose Between:
Who should attend a Digital Summit Masterclass?

These Masterclasses are great for content marketers, social media mavens, brand evangelists, digital strategists and marketing leadership – and anyone else facing challenges including:

  • The most effective goal-focused social strategies for your business
  • Decoding the best visual content creation solutions
  • Creating an army of brand ambassadors
  • Winning at the new “stories” formats
  • Understanding the math of customer acquisition
  • Which data sources can give you the best conversion insights
  • Managing design, content, and executive expectations
  • Secrets behind the highest converting landing pages or ads

“A wealth of marketing knowledge and insight. Information overload – in a good way”

– Digital Summit attendee

What’s Included?
  • 6 hours of drill-down, deep-dive content, tips, and insights
  • Workbooks from both Masterclasses
  • Exclusive DS Masterclass Certification
  • Lunch, snacks, coffee, and free WiFi
Session Filters
  • May 15
  • 10:00 am - 4:00 pm
  • Masterclass

The cost of collecting and using behavioral data has dropped to essentially zero, but the conversion rates of online campaigns has not risen accordingly. How can this be? If we can find out what designs will succeed, why are we still struggling?

The days of "Launch and See" marketing are behind us. Marketers, business owners and CMOs aren't waiting for the results of campaigns. They are building conversion optimization into their design process.

Brian Massey has been a driving force in this process. His company, Conversion Sciences has run thousands of tests on the websites of companies of all types and sizes. The process his company has developed is a proven, repeatable way to build high-performing digital campaigns, from ad click to purchase.

And he's going to teach it to you.

The Conversion Foundations Training gives you a full day to rework one of your digital campaigns to increase conversion rates. During this one-day workshop is over, you will:

  • Assemble your complete marketing laboratory
  • Understand behavioral data
  • Get a professional critique of your campaign
  • Complete one behavioral test on your campaign
  • Ask questions that give you good insights

The goal of this workshop is to give you the tools and the confidence to push through winning digital campaigns.

Who should attend? This workshop will be very effective for any business that is selling online or generating leads for the business online.

  • Digital marketers
  • Business owners
  • CMOs
  • Designers
  • UX professionals
  • Copywriters

About Your Instructor: Brian Massey has been teaching and writing about digital marketing since 2005. He donned a lab coat in 2007 and created one of the first conversion optimization agencies, Conversion Sciences. Today, he is a highly-rated speaker and teacher on digital marketing concepts.

Please note: If you have digital campaign creative to bring, you can use it during the hands-on exercises. However, it's not required. With or without a campaign to bring you'll get everything you need to improve your conversion.

  • How high conversion rates will change everything for your business.
  • The math of acquisition.
  • Calculate the value of a contact, prospect and customer.
  • How to measure your potential upside from higher conversion rate.
  • The rules of behavioral science -- that you already know.
  • The tools you should always have at your fingertips.
  • The sources of data you can tap for amazing insights.
  • The "launch and know" campaign development process.
  • Keeping designers and copywriters honest.
  • How to outgrow your competition.
  • Dealing with executive interference.
  • Justifying larger budgets with data.
  • Getting support for creative ideas.
  • Transcend your IT department.
  • How to decide what to change, what to leave the same, and what to test.
  • Writing great survey questions.
  • How to run a focus group from your desk.
  • What to expect from a data-driven agency.
  • Managing a website redesign.
  • Build high-converting landing pages.
  • How to develop ads that deliver.
Already registered for DS Phoenix? Upgrade your ticket here with Masterclass workshop
Show Session Description
  • May 15
  • 10:00 am - 4:00 pm
  • Masterclass

You've built your website. Now what? Is it generating revenue or is it still a cost center? How do visitors interact with your site? Have visitor traffic patterns emerged? Is your site performing as expected? All these questions can be answered by interpreting your Web analytics data.

This masterclass focuses on measuring your website properly using Google Analytics and includes advanced topics to help you better understand and correlate web traffic to your organization's business objectives.

We’ll review some analytics basics but the emphasis of this presentation will be on intermediate skills and strategies, including a dose of advanced nuggets to make you a data-driven, decision-making rock star. We’ll utilize applied learning that builds from your organization's business objective using advanced segmentation to dive deep into your visitor data and go beyond the standard metrics and reporting available in Google Analytics.

Packed with case studies, how-tos and living examples, we’ll cover everything from measuring inbound marketing to strategies for offline, multi-channel conversions and tracking visitors across multiple devices.

You’ll receive an online interactive workbook to use during class which will allow you to walk through exercises, and personalize the information you learn to your company or brand. Bring your laptop and be able to log into Google Analytics. Group activities will provide opportunities for hands-on learning using real-world data.

At the end of this masterclass, you'll be able to:

  • Understand how Google Analytics collects visitor data
  • Use metrics and dimensions in standard reports
  • Create goals and conversion funnels
  • Track email, social, and offline marketing campaigns
  • Understand and utilize attribution modeling methods
  • Apply advanced segmentation for turning standard metrics into KPIs
  • Interpret KPI data to make business decisions
  • A/B test content for optimizing conversions
  • Create actionable dashboards and reports

Who Should Attend?

This masterclass will best suit individuals who have any understanding level of how to read your Web site statistics. While some technical areas are touched upon, the course is designed for data-minded and analytical people. Whether you're creating reports for the powers that be or want to make sure those reporting to you are doing it right, this masterclass is for you.

This includes:

  • Marketing directors and managers
  • In-House content marketers or SEOs
  • Sales managers
  • Web site managers
  • C-levels who want to take their organization to the next level
Show Session Description
See What People Love About Digital Summit
A certificate of completion is available for all Masterclass attendees

Tout your new skills to your boss, colleagues, LinkedIn profile, resume or just to your dog!

Join us at DS Kansas City 2018

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