Kick off the conference with a welcome from Workshop Digital’s Andrew Miller.

Andrew will explore how machine learning and analytics are not just shaping, but revolutionizing, the field of digital marketing and how marketers can adapt to stay relevant. Can our strategies evolve fast enough to stay ahead of the tide? Or will we be left behind? The future might be built on silicon chips and algorithms, but it’s also brimming with promise for humans that can embrace the change.

Grab some coffee and catch up with friends, old and new.

Use public data to identify strangers’ specific moments of need. Specific events drive specific demand. Unsolicited marketing can be a nuisance, unless it is actually something you need, when you need it. Many of those events can be found in public records, once they are captured and organized.

Business events drive demand. Knowing about those events will drive revenue. Years ago, we started an automatic deadline-tracking service for lawyers. We don’t do that anymore. We now only sell event-driven demand. This is based on publicly reported events that we capture and organize so that a service provider only addresses a current and real need. This is our example. Across many industries, data from other licensing bodies and regulators show events that create demand. We will talk through a few examples such as professional service providers, auto dealers, equipment leasing companies, and high-growth startups.

Need we say more? Grab some lunch and enjoy the good food, great networking, and awesome venue.

The world is steadily continuing its shift from reliance on third- to first-party customer data, and new privacy legislation, including Europe’s General Data Protection Regulation (GDPR), and California’s Consumer Privacy Act (CCPA), have created unique and sometimes business-altering obstacles for marketers. With these challenges, however, come great new opportunities that, if leveraged correctly, can increase sales, trust, and customer loyalty.

In this session with Terazo’s Chief Strategy Officer Amee Mungo, you’ll gain insights on developing a whole human-centered marketing engagement strategy. Customize your modern data platform to gain a holistic view of your customers, track them across their sales journey, and personalize marketing touchpoints while meeting them where they are on their terms.

Just a few years ago, trust in online influencers was at an all-time low, as many were exposed for boosting their follower counts with bots. Initially this led to backlash for the burgeoning industry, but eventually created an opportunity for micro-influencers to take centerstage. These authentic, often locally-focused influencers not only have highly engaged followers, they are usually more cost effective for brands. Their content easily can be repurposed as ads, sharing brand messages more meaningfully than typical advertising. Rosalie will show first-hand case studies of how Padilla has used influencers effectively to drive results, whether it’s for signatures on a petition, creating content that goes viral (yes, actually viral), or simply driving brand engagement.

The customer journey is only getting more complicated. Media consumption as at an all-time high and Marketers are tasked with identifying the most optimal way to allocate their spend to drive a true impact to sales. Join Brad Goldschmidt, KJ Travis and Zeke Brody from CarMax, the largest used car retailer in the Nation and find out how their Marketing Analytics team leverages data and Advanced Analytics techniques to measure the effectiveness of Marketing and drive spend decisions.

Gone are the days where marketers could get away with focusing on just a channel or two to get their message across. Now, there are half a dozen social media networks, a website or two, maybe even a mobile app or brick-and-mortar to account for. Whether you’re in-house or agency, when it comes to managing an omnichannel MarComm strategy, you’re juggling about a 1,000 parts and pieces. This presentation will cover off on three steps to getting organized and building a foundation before you write your first line of copy or bid on your first digital ad.

Engage Your Audience with Meta

In Engage Your Audience with Meta, you’ll learn how to craft and optimize engaging content on Facebook and Instagram. You’ll discover best practices for communicating with your audience and creating content to maximize your business presence online.

In this session, participants will:

• Identify what tools and creative formats to use to form a community on Facebook and Instagram.
• Learn best practices for creating engaging content on Facebook and Instagram.
• Learn best practices for communicating with your audience on Facebook and Instagram.

We’ll take a look at the innovative marketing efforts by Papa Johns, who is one of the brands leading the way in the mass pizza category.
How does product + consumer + marketing innovations create unique points of differentiation for the brand to stand out and breakthrough.

Let’s close out the conference together.