In this robust workshop designed for those with a grasp of email fundamentals, Jen Capstraw will reveal her arsenal of strategy secrets, highlighting common email marketer myths and mistakes—and how to correct course. You’ll reconsider what you thought you knew about email, and emerge with a fresh perspective that will accelerate ROI.

After this masterclass, you’ll be able to:

• List the components of a complete email program
• Determine email best practices worth busting
• Implement The Goldilocks Zone: A practical path to personalization
• Break free of batch ‘n blast
• Know when to just say no to A/B testing
• Name the essential components of preference centers that work
• Understand the future of email

If we cannot measure it accurately, we cannot improve it adequately. Measurement is a critical element for any successful and long-sustaining marketing program. With an endless supply of data from an abundant variety of sources, the analyst’s challenge is no longer how to gather data, but how best to tame it. When properly planned and executed, a strategic analytics process can help us arrive at smarter business decisions with velocity.

If you are seeking ways to use measurement to improve your digital marketing programs, join this day long workshop to learn advanced digital analytics strategies and tactics. You’ll receive an online interactive workbook to use during the workshop which will allow you to walk through exercises and customize the information and insights you learn to your company or brand. It has been designed to take it back to the office and begin implementing immediately.

We’ll cover topics including:

• Analytics Audit: Learn the criteria required to efficiently evaluate an existing analytics program and diagnose issues affecting data accuracy and measurement efficiency.
• Configuration: Get a blueprint for activating all the features necessary to produce a representative and rich data set.
• Reporting: Discover how to deliver clarity, accountability and vision with reporting structure, and learn how to automate your report generation process.
• Data Mining and Insights: Learn the tricks of the analytics trade pertaining to efficient data mining, finding exciting correlations and extracting insights to “wow” your team.
• Measurement Process: Find out the best ways to build, maintain and advocate for a solid analytics process that saves time, improves accuracy and fosters growth for your organization.

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

• Create new Google Analytics (GA) Accounts, Properties and Views and/or audit an existing account
• Configure conversion goals, filters, account integrations, advanced segments and cross-domain tracking within GA
• Prepare an accurate, reliable and repeatable process for campaign tracking code creation and stewardship
• Demonstrate a working knowledge of Google Tag Manager
• Develop meaningful and actionable reports for a variety of audiences from senior leadership to content marketers and media tacticians
• Use Google Data Studio to automate your reporting process
• Compare and contrast different attribution models
• Utilize analytics documentation and other tools to improve measurement efficiency and advance your analytics program”

Based on the shift to a digital-first marketing focus, it’s time to look at your digital marketing strategy (or create one) and engage with your audience at all stages of your customer journey.

This workshop examines the channels, tactics and tools needed to dive deeper into SEO, paid media, social media, email marketing, measurement and CRO.

If you are not building a ‘connected’ audience, you are falling further behind in this distracted and fragmented online marketplace.

After this masterclass, you’ll be able to:

• Properly evaluate your digital marketing efforts and find the topics and tactics you need to use in 2021
• Strategize, ideate and create engaging user-focused content for each stage in the customer journey
• Know where, when and how to publish content in the right digital channels
• Understand what’s working, what’s not, and how to test with measurement and CRO
• Manage your ‘connected’ audience and prove the value it creates for your organization
• Evaluate your investment, ROI and how to communicate that with the C-Suite

You will leave this workshop well on your way to creating and growing a ‘connected’ audience with an effective digital marketing strategy. You’ll receive the tools, tips and references you need to complete the provided interactive workbook.