A warm welcome from our emcees Rob Ousbey & Kayla Walker. Rob & Kayla will be introducing the speakers and taking questions from the floor after each session.

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What is Machine Learning and how can we apply it to digital marketing? After this session, you'll understand machine learning basics, what ML can be used for, examples of ML solving SEO tasks and executable programs you start using immediately.

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Lack of buy-in. Failure to prioritize. Limited budget and resources. Low understanding of search. Corporate silos. All these and more are obstacles standing in the way of getting your best search work implemented - and much of it can be prevented. Based on extensive research into common blockers that search professionals encounter with clients, this talk will teach you how to immerse yourself into a new client relationship, assess the client’s organizational maturity, and uncover those stumbling blocks before you hit them. Heather Physioc will share tools and techniques to prevent and overcome those obstacles so you can get real search work done.

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We're in a catch-22 of mobile search — lots more people are using mobile search, particularly in local, but less and less of those people are actually tapping on search results and visiting your website. Local has long been a testing ground for no click searches but it's getting harder to build an action plan and track success. In this talk, Dana will review tools you can use to monitor local results (even on a block by block basis!) and provide tips for improving your local presence in both organic and paid results.

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Data's not limited to one field, one discipline or one industry and it's inescapable in Digital Marketing and it's the currency of decision-makers in today's world. If you can't speak it well, your insight/recommendation/pitch will likely fall on deaf ears. In this session, James will share his experiences at Seer as both an analyst and Team Lead to provide actionable takeaways, practical tips, best practices and a Google Data Studio template for Google Analytics and Search Console.

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Updating your website content (periodically, if possible) can really improve rankings and organic traffic. However, compared to other SEO best practices (e.g. optimizing title tags, improving internal linking, fixing technical issues), doing it at scale can take a lot of time. That's why you need to be strategic about it. In this presentation, Raffa will explain how he designed and coordinated content refresh initiatives at Fodors.com, a large travel website, which resulted in organic traffic increases ranging from 25% to 60% and how you can do the same.

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Growth marketing has been all the rage, but what is it? Is it new age optimizers looking for a fancy title? Marketers spinning their services in a new way? A buzzword for a game of bingo? User lifecycle marketing? In this talk, Krista breaks down what Growth Marketing is, with roots grounded in analytics, experimentation, and product development, why it's important, how it's different, how we can all do it, and most importantly, how measurement works for growth.

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Robin takes a look at the kind of things we're doing the hard way, every day, and explores how we could make our lives easier and our work better with Jupyter notebooks.

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Organic reach from Pages to individuals on Facebook has been dropping for years. Many sources say that for the past couple of years it’s been around 2%, meaning that if you have 100 followers, only 2 see each post. These days, you basically have to pay Facebook to grow your audience, then pay them again to show them your content! For organizations that have small or non-existent advertising budgets, this can be super discouraging. This talk will provide three sanity-protecting recommendations for thinking about your approach to Facebook, and some ideas for maximizing your benefit, regardless of how much money you give them.

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That new job? That guest column in the publication of your dreams? Help promoting that piece? A chance to walk through your product with your ideal sales target? Getting people you don't know to do you small (and medium-sized) favors that can have huge impacts on your marketing? HARD. But there are ways to ease this friction, increase your odds of success, and form real relationships with powerful professional impacts. In this presentation, Rand Fishkin, cofounder of SparkToro (prev. Moz) will show exactly how to turn seemingly impossible asks and unconquerable outreach into high probabilities for success.

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