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Dive deep on best practices in search. Attend an SMX workshop!

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Bona fide digital marketers need proven search marketing tactics and best practices in their toolkit. That’s why SMX® West offers in-depth workshops conducted by the world’s leading subject matter experts in SEO, SEM, in-house, and digital marketing.

Workshops will be held Friday, February 1 at the San Jose Convention Center. Each provides:

  • In-depth instruction from leading and respected search and digital marketing leaders
  • An intimate learning and networking experience with like-minded professionals
  • Best practices and actionable takeaways that you’ll put to use immediately

Here’s the lineup:

Advanced SEO Training with Bruce Clay: Increase your rankings and visibility in search engines with critical tactics in RankBrain, voice search, AMP, featured snippets, and more. Learn more.

bgTheory Advanced AdWords Training: Join Google Ads expert Brad Geddes for a full day of best practices and advanced strategies in funnel research, keyword planning, ad testing, data analytics, account automation, and targeting. Learn more.

Hardcore Technical SEO Tactics & Techniques: Do you deal with big SEO problems, work in a large enterprise, or have a site with millions (or billions) of web pages? If so, then Join Eric Enge for his master class, featuring topics like:

  • Analyzing and solve a variety of thorny technical SEO challenges
  • Creating and implementing progressive web apps (PWAMPs)
  • Understanding the impact of machine learning and AI on search

Learn more.

In-House SEO Exchange: Join Jessica Bowman for a full-day of “open the kimono” knowledge sharing in the only event designed by in-house SEOs for in-house SEOs. Because attendees are all in-house SEOs, the walls come down and you get to talk to the people actually doing SEO at the big brands, build relationships, and share solutions that you would normally only hear behind closed doors. There is no other workshop with this level of sharing! Learn more.

Search Marketing Boot Camp: Search marketing can be overwhelming when you are just starting out. That’s why we created the Search Marketing Boot Camp — a one-day experience that will prepare you to implement traffic- and revenue-boosting search marketing techniques immediately. Learn more.

SMX workshop participants rave about their experiences:

“I attended the Advanced SEO Training workshop. Bruce Clay was awesome. Having good speakers like him make the event worth the time and travel. I learned a lot from him. I’m able to put the things I learned into action and share what I learned with colleagues to make our company better.” – Kelly Law, Brawn Media

“My staff and I came away with a lot of very useful information. Having been a long time user, I thought I understood AdWords, Analytics and landing pages well. I wasn’t even close to the level of what I know now. I should have done this long ago. If the ideas running through my head were gears in a machine there would be smoke coming from them. Truly eye opening.” – Jay Papineau, IT Manager – Northwest Clinical Research Center

Customize your SMX West experience AND save

  • Workshop Pass: You can get a one-day workshop intensive for just $1,045, a $300 savings compared to on-site rates. If you’re new to SEO/SEM or looking for a more basic workshop, select the Search Marketing Boot Camp, only $549!
  • All Access and Workshop combo: Get the complete search marketing conference package for only $2,495, a savings of $600 compared to on-site rates. You’ll get your choice of one workshop, plus all sessions, keynotes, clinics, networking events, and amenities.
  • Networking Pass and Workshop combo: You’ll unlock sponsored sessions, networking, WiFi, hot meals and refreshments, plus your choice of one workshop — all for $1,349 ($500 off on-site rates!).
  • If you’re just interested in attending the SMX West conference, that’s fine too! You’ll pay only $1,545, a $300 savings compared to on-site rates.

See you in San Jose!

Psst… Bring your colleagues and save more with our team packages.

The post Dive deep on best practices in search. Attend an SMX workshop! appeared first on Marketing Land.

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Marketers need to be polymaths: the modern-day marketing challenges

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The marketing industry is having change thrust upon it, with the capabilities of data and technology upending traditional roles and career paths. For chief marketing officers (CMO) and marketing leaders, whose job it is to make sense of that rapidly changing space, the price of innovation is constant attention and readjustments.

The Drum and Domo invited a table of brand marketers gathered to discuss what keeps marketers up at night and what solutions are available: Anand Narayanun of Panasonic, Monique Aziz of Universal Music, Tom Stancliffe of Tribe, Debarshi Pandit of Sky, Sam Lloyd of Travis Perkins and Mark Johnston of Domo shared insights over coffee and breakfast on winters’ day in the cosy Merchant’s Tavern in London.

What keeps marketers up at night?

The great hope for marketing in 2018 and into 2019 is personalisation. Anand Narayanan, head of digital for Panasonic believes that modern data capture and analysis tools enable marketers to be creative around much more targeted groups:

“If you have a better understanding of who your customer is, what their motivations are, and what will they care about, you can be more creative in delivering that surprise and delight to them, as opposed to coming up with an idea that’s creative [but] for everybody. It's insight as opposed to data. As long as you have impartial insights, that is where the real value lies, in enhancing creativity.”

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His advice speaks to the ongoing trend towards targeted campaigns and advertisements that focus on a subset of the total audience rather than a mass, anonymised group. Tom Stancliffe, co-founder of natural sports nutrition products Tribe, argues that for challenger brands and start-ups, “targeting with insight” can lead to more tangible results and ultimately growth around super-engaged consumers.

Data and audiences

But when customer experience is the new brand and winning requires data, and more of it, how do marketers balance data and technology as a tool for creativity in equal balance to measurement and performance?

The marketers around the table agreed that they were all wary of embracing data for its own sake, arguing that without insight data has the capability to be misused. Debarshi Pandit, head of special projects at Sky advocates for a recognition that while data is useful, it cannot quantify everything about how audiences interact with and relate to brands.

“Digital is very measurable, everything we do in digital is supposed to have a numerical value. You can't do that with a brand. There are things like net promoter score, which, if it is your KPI, is your measure. Delivering that is something that isn't in my advertising campaign or my influencer campaign. At the end of they day, that is the brand experience,” he explained.

Mark Johnston, marketing director at Domo, admitted to a certain envy for sales teams, whose KPIs have not been shifted by the rise of digital as marketing has: “It seems to me that it's very easy to look inwards at marketing and historically it would have been that inward-looking thing of 'we own or we control'. Then this digital thing came along and people become more focused on the added complexity of digital, whether it's the mediums or the channels, where the technology inside of a marketing organisation, analytics and insight now being a core function of every large marketing organisation.”

However, the group also noted that ‘digital’ is necessarily changing the expertise of the people making key marketing decisions. Where once creativity was the be all and end all for rising to the CMO position, now skills that were once considered the domain of tech and finance teams are taking priority. Narayanan believes that it is the responsibility of a modern CMO “to be more financially savvy”, to aid in demonstrating ROI around campaigns to the rest of the organisation.

Marketers as polymaths

As much as the group argued for changes that are responses to changing consumer habits and the rise of digital, they also advocated for internal changes within marketing companies. Especially when trying to keep up with constant innovation and layers of complexity at organisations.

Sam Lloyd, head of science and data analytics at Travis Perkins believes that increasing the permeability of walls between divisions and silos within companies should be a priority for marketers in 2019: “For me it's about being a maven, someone who can connect various parts of the business, really just to break down silos.” In order to do so, he argued, CMOs need to be “polymaths”.

Pandit agreed, noting that the UK marketing industry has traditionally relied upon specialists, whereas what is required today is generalists who can connect each part within a business.

The changing skillset – and the ephemeral nature of digital advertising – requires that marketers feel empowered to make decisions much more swiftly than has historically been the case. For Monique Aziz, the UK marketing manager of Universal Production Music, “It's good to have a fast response. Sometimes it's difficult. You need to talk to so many people along the way – social is too fast and if you don't do it at the right time that's the moment [gone]. I'm really close with sales, with technology [so] if I make a choice I'm confident to do it… you need to build that relationship.”

Monique Aziz

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Despite those upheavals, the group was keen to point out that certain fundamentals of marketing have not changed, and that the evergreen problems that have kept CMOs up at night for decades haven’t disappeared.

Narayanan referred to the consumer marketing dilemma that you can only sell the features of a new product once, so finding new ways of selling it to an audience is paramount. He noted that “there's only so much you can say, whether that's about TV, camera, Blu-Ray, take your pick… unless you have stories that connect with your audience there is nothing to say.”

The rise of digital has created new reasons for CMOs to lie awake worrying at night. From the speed of change and the need for swift deployment of messages to the change in culture within marketing companies, there’s a lot more to consider.

Despite that the panel was optimistic that the CMO role in particular prepares people to adjust to those changes and deliver upon the promise of marketing in 2019.

Find more insights on The CMO Challenge with Domo here.

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2019: Data will be the new IP

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Research from Dresner Advisory Services reveals that 53 per cent of organisations are using predictive analytics to help them enhance marketing communications, reduce risk, detect fraud and optimise operations. Airlines use it to set ticket prices, insurers use it to calculate the likelihood of water ingress, credit providers use it to determine spend limits, banks use it to identify account take overs, retailers use it to predict next likely purchase and so on. Clearly predictive modelling is an incredibly useful tool to determine future behaviour.

There are two types of predictive (or supervised) modelling, classification and regression. Fundamentally, classification is about predicting a label and regression is about predicting a quantity. So classification models calculate class membership e.g. determining whether a customer is likely to leave, how someone might respond to an offer or what someone might want to buy next. Whilst regression models predict numbers such as lifetime value of a customer or how many months it will take to acquire a certain amount of customers.

The most widely used predictive modelling techniques include decision trees, regression analysis, neural networks, bayesian analysis and KNN (K nearest neighbour). However, there are many more. What is important to understand about all these techniques, is the fact that today it is possible to download open source algorithms and packages such as keras, scikit-learn, KNIME, Orange : or buy them in from commercial sources such as SPSS Modeler or KXEN. What this means is that ultimately the building block architecture of most predictive models used commercially or otherwise is the same. Therefore what separates one from another is the data that trains it.

Training data is literally just that. It is the data that data scientists use to ‘teach’ the model so that the predictions it makes are as accurate as possible. Training a model is no different to teaching a child. If you keep showing a child a ball and say ‘ball’ eventually the child will understand that the spherical object is a ball. The same is true for a model – only they have a much greater capacity for learning than humans.  So it is possible to model algorithms to find relationships, detect patterns, understand complex problems and make decisions all at speed. Eventually, the quality, variety, and quantity of the training data will determine the success of the predictive model. To do this training data has to be correctly labelled and classified so that the model can learn from it. To make more accurate predictions the more training data there is available the better. This is why organisations such as Google and Amazon have such a great competitive advantage – because they have so much quality data they can use to train their algorithms. They are walled gardens and have never let their valuable data leave their ecosystems or be shared with competitors. The selection and labelling of training data tends to be a long and laborious process. Each piece of data has to be checked that it is relevant, up-to-date and annotated correctly. The more effort that is put in at this stage the more accurate the predictions will be at the end. As with all data-based applications – rubbish in, rubbish out.

It has already been proved that organisations that use predictive models are more successful that those that don’t. However, as increasing number of organisations turn to predictive modelling it is clear that competitive advantage will lie in training data, not the model itself.

 

Emma Duckworth, Data Scientist, Outra

 

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D4t4 Solutions plc Continues Global Expansion with New US Leadership

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Analytics Industry Expert Bill Bruno Announced as VP, North AmericaTuesday 11th December 2018, Sunbury-on-Thames, UK: D4t4 Solutions plc has announced new US leadership to drive continued growth in one of its key global markets. Bill Bruno, an experienced executive in the media and analytics industries, has joined the company to accelerate the opportunity that exists in the US for D4t4’s unique range of solutions for customer data capture and enterprise managed services.Bruno joins D4t4 from…

Source: RealWire

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