Header Image

Masterclasses Workbooks

Thanks for choosing to attend one of our Masterclasses at Digital Summit Chicago! You’re welcome to attend any of the three Masterclasses.

Please download the workbooks now (click on the buttons below) to the laptop or tablet device you plan to bring with you to the event. Be sure to download it prior to the event to save time (and WiFi bandwidth) on site. You’ll want to have it with you to get the most out of the Masterclass.

If you plan to attend the Analytics Masterclass, please bring your login for Google Analytics in order to get the most out of the exercises during class.

Conversion Optimization for Every Business
Google Analytics: Measure What Matters and Master Visitor Behavior in Your Marketing
Integrated Advanced Social Media Marketing

You’ll need to download Adobe Reader in order to view and interact with the files properly.

Day 1 Tuesday, September 25

10:00 am - 4:00 pm

Conversion Optimization for Every Business

Masterclass
  • Brian Massey, Conversion Sciences
  • Brian Massey
  • How high conversion rates will change everything for your business.
  • The math of acquisition.
  • Calculate the value of a contact, prospect and customer.
  • How to measure your potential upside from higher conversion rate.
  • The rules of behavioral science — that you already know.
  • The tools you should always have at your fingertips.
  • The sources of data you can tap for amazing insights.
  • The “launch and know” campaign development process.
  • Keeping designers and copywriters honest.
  • How to outgrow your competition.
  • Dealing with executive interference.
  • Justifying larger budgets with data.
  • Getting support for creative ideas.
  • Transcend your IT department.
  • How to decide what to change, what to leave the same, and what to test.
  • Writing great survey questions.
  • How to run a focus group from your desk.
  • What to expect from a data-driven agency.
  • Managing a website redesign.
  • Build high-converting landing pages.
  • How to develop ads that deliver.
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes

Google Analytics: Measure What Matters and Master Visitor Behavior in Your Marketing

Masterclass
  • Thom Craver, CBS Interactive
  • Thom Craver
  • Understand how Google Analytics collects visitor data
  • Use metrics and dimensions in standard reports
  • Create goals and conversion funnels
  • Track email, social, and offline marketing campaigns
  • Understand and utilize attribution modeling methods
  • Apply advanced segmentation for turning standard metrics into KPIs
  • Interpret KPI data to make business decisions
  • A/B test content for optimizing conversions
  • Create actionable dashboards and reports
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes

Integrated Advanced Social Media Marketing

Masterclass
  • Michelle Stinson Ross, Apogee Results
    • Auditing Your Current Social State of Affairs: Learn how to quickly and quantifiably evaluate existing organic and paid social media marketing activities and determine how to best adjust budget and recourses for more business benefit
    • Setting Social Strategy: Learn to identify goals, avoid shiny object syndrome, and focus on driving meaningful impact for your organization
    • Purposeful Content Distribution: Learn how to work with Content, Search, and PPC to leverage and package content created for various purposes and put them in front of the right audiences at the right time.
      – We will dig deep into understanding audience/customer/influencer personas and how they are translated into paid audience targeting.
      – We will also delve into how to use creative elements to package content for the various social channels.
    • Measuring Impact: Close the marketing feedback loop. Learn how to measure advertising spend, user engagement, and how social traffic impacts other aspects of digital marketing
    • Scaling Your Efforts: Identify the right tools for your team (or yourself!) to get organized, streamline your social media management processes, and boost results
    • What’s Next: Identify future trends to help your brand or organization get and stay ahead of the curve
    Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes
    See What People Love About Digital Summit
    A certificate of completion is available for all Masterclass attendees

    Tout your new skills to your boss, colleagues, LinkedIn profile, resume or just to your dog!