With Google planning to sunset Universal Analytics in favor of Google Analytics 4 by July 2023, there’s an urgent need to develop a plan of action and prepare for this change to your measurement practices.

This Masterclass is an interactive and hands-on approach to learning the key difference between Universal Analytics and GA4. Through a combination of presented information and hands-on tasks, you learn how to leverage the features of GA4 to extract meaningful and effective data & reports for marketers.

At the end of this Masterclass, you’ll be able to:

• Understand the difference between Google’s Universal Analytics (UA) and the new GA4 data
• Create a measurement plan and apply that to your GA4 reporting
• Define conversion within GA4
• Apply UTM tagging for campaign tracking within the newly defined channels
• Create custom reports within GA and create and apply filters
• Leverage the new features of GA4’s Explore (formerly Custom Reports)
• Leverage the power of data visualization to create more engaging and interactive reports
• Develop an annotation tracking methodology

Poor brand definition, positioning, and presence lead to a painful lack of buyers. That’s real risk for your bottom line. The good news is you can develop a brand that gets the right prospect to the right table at the right time. This hands-on mastermind will teach you how to pinpoint your brand’s unique tone of voice, surgically define your unique target audiences, uncover key messaging that articulates the most important problem you solve, and subsequently write the core brand components that will compel your audiences to want to buy from you versus the competition.

At the end of this Masterclass, you’ll be able to:

• Hone in on your brand’s personality and tone of voice, so that your message authentically sounds and seems like you
• Define what “ideal” looks like for your target audiences and uncover the bottom-line heart pain you solve for each
• Develop the three key brand messaging components that provoke the prospect to want to have a conversation with you
• Clarify how to deploy your brand to get more prospects to the table, more users who click, and more customers who buy

Who should attend? This session is for marketing leaders who have direct responsibility for developing and implementing a brand strategy in alignment with their organization’s sales and marketing goals.

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. Based upon thousands of tests on the websites of companies of all types and sizes, he’s developed 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 workshop includes live site reviews to drive home the lessons from the workshop. This half-day workshop covers:

• Why your design is doomed, and what to do about it
• How to think about your audience
• Evaluating ideas – what to throw out and what to test
• Using data to grow your idea list
• How to score your hypotheses
• The two jobs of an experimenter
• The Rules of Data Quality
• Increasing the sample sizes and sample quality
• The two jobs of a landing page
• Creating choice
• AB Testing
• A new way to design

After this Workshop, you’ll be able to:

• Design a website and landing pages with high conversion rates
• Effectively use data to manage design teams
• Determine what to test and what not to test
• Answer design questions before launch
• Learn best practices from live reviews of your websites and landing pages

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 and Copywriters.