Workshops

Conversion Conference Berlin
13.- 14. November 2017, Estrel Hotel Berlin

Workshop:
Maximizing Mobile Potential – MobileMoxie Digital Marketing Training mit Cindy Krum und Emily Grossman

Der Workshop mit Cindy Krum und Emily Grossman wird auf Englisch gehalten.

Leiterinnen:

Cindy Krum

CEO

Emily Grossman

Mobile Marketing Specialist

Ablauf

09:00 Uhr – 10:30 Uhr

Knowing your Users – Mobile Demographics & Behavior

Learn who your mobile consumers are and what they want. Information in this part of the training will set the stage for subsequent discussion by giving demographic and psychographic information about mobile traffic. Do people really prefer apps over websites? How should you divide your budget between apps and web? How and when do mobile users search? What drives people to click through on a web result or download an app? These questions and concepts will be teased out and addressed, with a fresh perspective on the mobile-first mentality and how it can apply to any business.

Optimizing the Foundation – Mobile Site Development & Architecture

Once the basics are covered, the training will get into actionable technical details quickly – In this portion of the audit, attendees will learn how modern mobile web experiences are crafted, and what makes them succeed or fail. It will include a discussion of web architecture – starting with simple mobile subdomains, then graduating to Responsive and Adaptive web design, and progressing all the way to HTML5 and Single-Page Architecture sites and PWAs. It will explain the SEO and conversion pros and cons of each option. Do you need to re-build your site if it is not Responsive? How can server-set up and url structure impact your rankings in mobile search? All of these topics will be covered.
Workshop Activity & Interactive Discussion

10:30 Uhr – 11:00 Uhr

BREAK

11:00 Uhr – 12:30 Uhr

Success Metrics – Mobile UX & Conversion Optimization

Mobile users have different expectations of your mobile content. Weather they are on a website or an app, users expect fast, interactive, customized experiences that are more deeply intertwined with the real-life mobile experience, and not just 100% replicas of the desktop experience. Mobile traffic has different expectations and needs that must be met to drive a successful mobile conversion. How much can mobile UX impact your ROI? How can you ensure that visitors find what they are looking for on your mobile site? Will things like infinite scroll and AJAX help or hurt your mobile conversions? What can you do to improve on or offline mobile conversions? This session will give you the answers you need!

12:30 Uhr – 13:30 Uhr

LUNCH BREAK

13:30 Uhr – 15:00 Uhr

Measurable Impact – Page Speed Optimization & Auditing

Page Speed is one of the biggest determinants of mobile site success and it has nothing to do with the visual design of the UX – it is all about the back-end technology. Google says there is roughly a 70% chance that a user will give up if your mobile site has not loaded within 3 seconds of the click, but most sites take more than double that on a mobile phone. It will outline tools and goals that can be used to evaluate mobile websites and apps and explain the nuances and dependencies of critical path rendering and how that impacts rankings and conversions. This part of the training will also include discussion of AMP HTML and the pros and cons it can provide various types of web content. What works for speeding up a mobile experience? What is the biggest cause of slow load times? What is Lazy Loading and why is it important? This session will outline the simple and more complex ways that sites and apps can optimize and track their latency, and make that information immediately actionable.

15:00 Uhr – 15:30 Uhr

BREAK

15:30 Uhr – 17:00 Uhr

ASO, Deep Linking & App Indexing

App packs and deep links are changing the user-flow on mobile, in ways that are distinctly different from desktop. It is now possible to link app and web experiences, so users can navigate from a search result directly to deep screens in an app, much like we are used to doing on websites. This process, called deep linking can be very powerful, especially for companies who notice a distinct difference between conversions and transaction value between their mobile website and their mobile app. This part of the training will discuss how you can help drive app rankings and downloads in Google Play and the iTunes App Store. It will also answer pressing questions like: What you need to know about deep linking? How does deep linking and app indexing differ? from Android to iOS? What is the difference between deep linking and app indexing and how can you leverage both for your company?

Optimization for Digital Assistants & Voice Search

Search is changing, and more and more devices are relying on voice search and remote mobile controls from the phone for interactivity. This last session of the training will focus on Mobile-First Indexing, and Google’s increased attention to digital assistants, the Internet of Things, machine learning and AI. It will also focus on the evolution of Apple products like the Apple Watch and Apple TV’s which leverage Siri, Safari and Spotlight search to drive successful user interactions. Building user experiences that engage with these new technologies is not as hard as it sounds and smart companies will learn and adapt to have the First-Mover Advantage while they still can.

Workshop Activity & Interactive Discussion

Workshop:
ROI von Content Marketing jenseits von Sitzungen und Klicks mit Alexander Holl

Leiter:

Alexander Holl

Geschäftsführer

Programm

1. Was ist Content Marketing?
2. Zielstellung Content Marketing?
3. Ansätze zur Messung von Content Marketing – SEO Tools

Sichtbarkeitsset Definition und Überprüfung

• Sichtbarkeitsindex auf Verzeichnisebene definieren (Sistrix n der GSC Properties auf Verzeichnisebene anlegen (Google Search Console)
• In der GSC zu einem Satz zusammenfassen (Google Search Console)
• Impressionen und CTR aus der GSC
• Workshopteilnehmer erarbeiten Definition eigener Sätze oder Properties in der GSC

Google Analytics: ABC Analyse von Content Marketing

1. Akquisition
• Wie kommen Nutzer zu mir? Paid, Owned und Earned Media (POEM).
• Exkurs: Kampagnentagging als Grundlage
• Definition Channelgroupings in Google Analytics als Voraussetzung!
• Was sind Channelgroupings?
• Wie definiert man Channelgroupings?
• Adaption “POEM” in Google Analytics Channelgroupings.
2. Verhalten
• liest überhaupt jemand? (Sitzungen)
• liest jemand im Detail und ist zufrieden? (Integration Bewertung)
• Berechnung Medienäquivalenz der eigenen Content Marketing Aktivitäten
• Workshopteilnehmer erarbeiten das Content Marketing Dashboard für den Head of Content Marketing
3. Conversion
• Konvertieren Nutzer unmittelbar?
• Konvertieren Nutzer langfristig?
• Multi-Channel-Trichter als Basiskonzept
• Beschränkungen und Eingrenzungen (90 Tage)
• Attributionsansätze für die Bewertung einzelner Artikel / Groupings
• Workshopteilnehmer erarbeiten Channelgroupings “Content Marketing” zur Analyse von Content Marketing

Wichtig zur Vorbereitung: Sie müssen kein Experte sein, sollten sich aber im Vorfeld mit diesen Themen vertraut machen (siehe Links)

• Google Analytics & Kampagnentagging mit UTM Parametern?
• Was sind Channelgroupings in Google Analytics?
• Wie setzt man Filter in Google Analytics ein?
• Was bedeutet die Absprungrate ihn Google Analytics?
• Multi-Channel Trichter Berichte in Google Analytics
• reguläre Ausdrücke in Google Analytics

Workshop:
Predictive Analytics for Practitioners mit Dean Abbott

Der Workshop mit Dean Abbott wird auf Englisch gehalten.

Leiter:

Dean Abbott

Chief Data Scientist

Intended Audience:

• Practitioners: Analysts who would like a tangible introduction to predictive analytics or who would like to experience analytics using a state-of-the-art data mining software tool.
• Technical Managers: Project leaders, and managers who are responsible for developing predictive analytics solutions, who want to understand the process.

Knowledge Level: Familiar with the basics of predictive modeling.

Workshop Description:
Predictive Analytics for Practitioners

Predictive analytics has moved from a niche technology used in a few industries, to one of the most important technologies any data-driven business needs. Because of the demand, there has been rapid growth in university programs in machine learning and data science. These teach the science well, but do not describe the tradeoffs and the “art” of predictive analytics.

This workshop will cover the practical considerations for using predictive analytics in your organization through the six stages in the predictive modeling process:

1. Business Understanding – how to define problems to solve using predictive analytics
2. Data Understanding – how to describe the data
3. Data Preparation – how and why to create derived variables and sample data
4. Modeling – the most important supervised and unsupervised modeling techniques
5. Evaluation – how to match modeling accuracy with business objectives to select the best model
6. Deployment – how to use models in production

Practical tips are given throughout the workshop including:

• Which transformations of data should be used for which algorithms?
• Which algorithms match what kinds of problems?
• How does one measure model accuracy in a way that makes sense for the business?
• How does one avoid being fooled with predictive models, thinking they are behaving well when in reality they are brittle and doomed to fail?

Case studies that illustrate principles will be used throughout the workshop, drawn from Mr. Abbott’s more than 20 years of consulting experience in data mining and predictive analytics. The techniques are software independent, but Mr. Abbott will illustrate them using several commercial and open source software packages.

Every registered attendee will receive a copy of Mr. Abbott’s book “Applied Predictive Analytics”

This workshop will benefit anyone who has worked with data, whether in spreadsheets, statistics programs, or commercial predictive modeling software, and would like to learn the practical side of predictive analytics.

Attendees receive a course materials book and an official certificate of completion at the conclusion of the workshop.

Workshop Schedule:

• 09:00
• Software installation
• 09:15
• Workshop program starts
• 10:30 – 11:00
• Morning Coffee Break
• 12:30 – 13:30
• Lunch
• 15:00 – 15:30
• Afternoon Coffee Break
• 17:00
• End of the Workshop

Instructor:

Dean Abbott, President, Abbott Analytics, Inc.
Dean Abbott is President of Abbott Analytics in San Diego, California. Mr. Abbott has over 21 years of experience applying advanced data mining, data preparation, and data visualization methods in real-world data intensive problems, including fraud detection, risk modeling, text mining, response modeling, survey analysis, planned giving, and predictive toxicology. In addition, Mr. Abbott serves as chief technology officer and mentor for start-up companies focused on applying advanced analytics in their consulting practices.

Mr. Abbott is a seasoned instructor, having taught a wide range of data mining tutorials and seminars for a decade to audiences of up to 400, including PAW, KDD, AAAI, IEEE and several data mining software users conferences. He is the instructor of well-regarded data mining courses, explaining concepts in language readily understood by a wide range of audiences, including analytics novices, data analysts, statisticians, and business professionals. Mr. Abbott also has taught applied data mining courses for major software vendors, including SPSS-IBM Modeler (formerly Clementine), Unica PredictiveInsight (formerly Affinium Model), Enterprise Miner (SAS), Model 1 (Group1 Software), and hands-on courses using Statistica (Statsoft), Tibco Spotfire Miner (formerly Insightful Miner), and CART (Salford Systems).