Four Marketing Analytics Special Guests on Stage!

Machine learning and artificial intelligence play a crucial role in modern-day e-commerce platforms. In this talk, Kamelia will walk through practical examples of machine learning and artificial intelligence in e-commerce including learning to rank and click-through rate prediction using deep learning techniques. She will also explain the requirements of building a culture to enable full integration of machine learning and artificial intelligence with business through experimentation and share lessons learned along the way.

The smartest experts and the latest tools will not cut it without an investment in robust processes. Laura unwraps the riddle of why companies flunk Process 101. (Spoiler Alert: by focusing on cost rather than customer value and revenue.). Learn how heroes reap the value of processes and how to measure the success of your marketing methods. This technique is not just for your email, search, and social marketing campaigns, it also applies to digital analytics, customer experience, voice of customer, segmentation, and testing methods and logistics: all of your strategic marketing. Laura shares how the best organizations map their processes, so you can be constructive the minute you return to your desk.

• The Central Role of Processes

• Which Processes Should You Care About First

• Best Practices of Process Mapping

• Measurement for Your Processes

• Tools You Can Use on Monday

Web marketing certainly isn’t going away, but four forces are combining to radically change how we’ve approached our work the last ten years vs. how we’ll have to in the decade ahead. Google’s removal of SEO opportunity, Facebook ending referral traffic, falling ad impact and rising competition spell an end to the “best practices” of the 2010s. In this presentation, Rand will look onto the horizon to see what new tactics and strategies are emerging from the ashes, and what we’ll need to know to stand out in the years ahead.