We have now officially opened delegate registration for our next event in the series – Digital Content Leaders Masterclass, which takes place at The Bridgewater Hall in Manchester on Tuesday 25th February 2020.
This will be the 3rd edition of the digital content focused masterclass and the 15th event in the Marketing Masterclass Series, which was launched in 2015.
The Digital Content Leaders Masterclass will showcase a series of expert insights from industry leaders on the big issues, trends and developments fueling digital content strategy. The event will focus on the critical role of digital content in 2020 and its impact on driving digital performance across: search marketing, audience engagement, conversion, customer retention and brand awareness & visibility.
If you’d like to stay up-to-date with all the event developments, feel free to follow the official hashtag #CONTENTMANC20 on Twitter. The Digital Content Leaders Masterclass is produced by the Marketing Masterclass Series in association with Zazzle Media, connective3, Positive, Digitaloft, Smoking Gun, Woven Agency and Forward Role.
The masterclass will showcase a series of expert insights from industry leaders on the big issues and emerging strategies that are driving brand and commercial performance across the paid media and digital advertising landscape.
The #PAIDMEDIAMANC19 event will provide delegates with a unique learning experience via a series of engaging and insightful roundtable sessions. The event will provide a forum for sharing knowledge, best practice, discussion and networking with peers from across the digital marketing industry.
With just 2-weeks to go until the Data & Digital Effectiveness Leaders Masterclass officially kicks-off at the Museum of Science and Industry in Manchester (Wednesday 1st May 2019), here’s what delegates can expect at #DIGITALMANC19.
The event will start with the official keynote, which will be delivered by Jaywing’s Dr Catherine Kelly and Hermes’ Head of Marketing & Digital, Kyle Fedyszyn. In their session, Catherine and Kyle will share a real-life case study of how a data-led approach is helping to drive marketing and digital effectiveness for the parcel delivery brand (synopsis below).
Say goodbye to guess work: Discover four steps to data-driven attribution modelling (Official Keynote)
In today’s tough retail environment, marketing budgets are under increasing scrutiny, with the justification of marketing activity being the biggest challenge marketers face. Siloed, channel-based reporting that requires self-correction is no longer enough, there is an industry-wide necessity for a more sophisticated, accurate way of understanding and measuring marketing performance and ROI.
During the keynote, Catherine and Kyle will share four steps to a best practice data-driven approach to attribution and how Hermes is looking at data, not just for attribution, but for complete business transformation.
Following the keynote, delegates will then take part in a series of roundtable experiences which will explore the strategic and tactical benefits of utilising a data-led and integrated approach to driving effectiveness across the digital channel.
Our official Master of Ceremonies, who’ll ensure everything runs smoothly on the day will be Woven’s MD, Mark Bower (picture insert). The #DIGITALMANC19 masterclass will also provide delegates with a fantastic networking opportunity in a relaxing environment, in which they’ll be able to meet peers from a diverse set of industries – from across the North of England.
Delegates already confirmed include: Vodafone, HSBC, Interflora, AO.com, Plusnet, Footasylum, Fanatics International, Slater and Gordon, BookingGo, Sofology, Safestyle, Matalan, N Brown Group, Shop Direct, University of Manchester and many more…
The event is produced by the Marketing Masterclass Series in association with Jaywing, WMG, twentysix, Search Laboratory, Loud Mouth Media, Go Inspire, KMP Digitata, Woven Agency and Forward Role.
With just 5-weeks to go until the Data & Digital Effectiveness Leaders Masterclass kicks-off in Manchester, we’re delighted to confirm that the official keynote will be delivered by Jaywing’s Marketing Practice Director, Dr Catherine Kelly and Hermes’ Head of Marketing & Digital, Kyle Fedyszyn. Full details of the keynote session are below and you can also view the live programme here.
Say goodbye to guess work: Discover four steps to data-driven attribution modelling
In today’s tough retail environment, marketing budgets are under increasing scrutiny, with the justification of marketing activity being the biggest challenge marketers face. Siloed, channel-based reporting that requires self-correction is no longer enough, there is an industry-wide necessity for a more sophisticated, accurate way of understanding and measuring marketing performance and ROI.
In the session, Catherine and Kyle will share four steps to a best practice data-driven approach to attribution and how Hermes is looking at data, not just for attribution, but for complete business transformation:
Step 1: Collecting the right data to describe and understand the full customer journey
Step 2: Constructing the model and predicting the possibility of success for every journey
Step 3: Using the insights gained to optimise your marketing strategy
Step 4: Running budget scenarios and quantifying the impact of moving your marketing budget between channels and campaigns
[Case example] How Hermes are using effectiveness insights to improve customer experience for consumers and retailers, and how this is starting to facilitate operational change across the business.
If you’d like to attend the #DIGITALMANC19 event, which will take place at the Museum of Science and Industry in Manchester on Wednesday 1st May 2019, please register here.
At our recent Digital Leaders Masterclass in Manchester, we were thrilled to see a huge turnout, with over 70 senior digital leaders from many of the UK’s most reputable brands and agencies in attendance.
The 12th event in the Marketing Masterclass Series took place on Tuesday 6th November in the heart of Manchester at the Museum of Science and Industry and provided delegates with the unique opportunity to discuss, debate and share knowledge on the big issues facing the digital – as we enter 2019.
Our Official Master of Ceremonies – WMG’s Director of Digital Operations Ian Lloyd (Right), welcomed delegates, before Mark Leach, User Conversion’s Managing Director and former Head of eCommerce at Missguided (below) delivered his keynote talkwhich provided delegates with an in-depth understanding on how to set up a structured CRO framework and how to utilise analytics for success.
Following the keynote presentation by Mark, delegates took part in a series of five roundtable sessions, which addressed the current and future developments that were shaping search marketing, data, CRO, UX, Content Marketing and emerging digital technologies.
The event also provided delegates with a fantastic networking opportunity, in which they were able to meet their peers from a wide range of industries. Delegates on the day included: Steinhoff, Matalan, Iceland, BBC, Virgin Media, Swinton Group, Arla, Footasylum, Hotter, Pets at Home, Slater and Gordon, BookingGo, Motors.co.uk, Cotton Traders, The Hut Group, Very.co.uk, Shearings, Aviva, Hermes, Countrywide PLC and many more…
In the post-event delegate survey, we managed to achieve a record 93% Positive Satisfaction Score. The event also achieved a record number of delegate registrations and continues to demonstrate the growing reputation and popularity of the Marketing Masterclass Series.
The Digital Leaders Masterclass was produced by the Marketing Masterclass Series in association with partners: McCann Connected, Edit, WMG, User Conversion, Search Laboratory, Blueclaw, LION+MASON, Digitaloft and Forward Role Recruitment.
We’ll be announcing further details about our 2019 event schedule very soon!
As part of our build-up to November’s #DIGITALMANC18 event in Manchester, we wanted to take a brief look at what delegates can expect.
The Digital Leaders Masterclass #DIGITALMANC18, which is the 12th in the Marketing Masterclass Series, will take place at the Museum of Science and Industry in the heart of Manchester on Tuesday 6th November 2018. The event will bring together many of the North’s senior digital marketers and industry leaders to learn, share knowledge and tackle the biggest issues shaping digital.
The event will kick-off with the official keynote presentation by User Conversion’s Mark Leach (Former Head of eCommerce at Missguided). In his session, Mark will reveal how to develop a structured optimisation framework, which utilises analytics and reporting on actual test performance, rather than arbitrary conversion rate.
Following the keynote, delegates will take part in a series of roundtable sessions which will explore the big issues in Search, Data & Analytics, Technological Trends, Content Marketing, Digital Transformation and the User Experience. Explore the full programme details.
Topics Include:
Using the right data to improve digital performance (Data & Analytics)
Search marketing in 2019 & Beyond (Search)
Digital Disrupters in Marketing (Emerging Technologies)
Lessons learned from launching 100+ content campaigns in 2018 (Content)
How to maximise your optimisation efforts (Conversion Rate Optimisation)
Tips and strategies for delivering effective digital transformation (UX)
The event will also provide delegates with a fantastic networking opportunity – meeting their peers from a diverse set of industries (from across the North of England). Delegates already confirmed include: Iceland, BBC, AO.com, Virgin Media, Sky Betting & Gaming, Footasylum, Pets at Home, Slater and Gordon, BookingGo, Brother International Europe, Motors.co.uk, Safestyle, Spectrum Brands, University of Manchester, Shearings Holidays, Aviva, Countrywide PLC and more…
The Digital Leaders Masterclass event in Manchester is produced by the Marketing Masterclass Series in association with McCann Connected, Edit, IDHL Group, User Conversion, Search Laboratory, Blueclaw, LION+MASON, Digitaloft and Forward Role Recruitment.
Digital transformation is high on the agenda for most modern businesses. In today’s guest post, LION+MASON’s UX Director Andrew Machin shares a selection of the latest digital transformation cases, and highlights the key learnings for marketers and brands.
Regardless of how established or how large a business is, digital transformation can be a tricky process to master. Ultimately, the rapid development of new technologies presents huge opportunities for organisations across sectors.
It’s this, along with increased pressure from customers and competitors embarking on their own transformations that are spurring businesses on. The question is, where do you start? What do you need to consider? The answer is different for every organisation, but there are some lessons to be learned from the best.
Amazon
A truly successful digital transformation will allow you as a business to disrupt the marketplace you’re in. Just take a look at Amazon. Their strategy presents a masterclass for digital disrupters, but any business anywhere can learn a thing or two from the brand.
It’s their use of consumer data that really sets Amazon apart. From how people read on their Kindles, to purchasing decisions, Amazon segment and analyse data to build a clear picture of their customers, and they use that to their advantage. This, along with their powerfully marketed own brand products that sell in the tens of millions, designed around that same customer data gives them such a grip on the market that’s hard to beat.
What we’ve learned: Effective use of data and a clear vision of how your products and services answer a customer need is what will give you the competitive edge, even in the most competitive markets.
Deliveroo
Deliveroo is just one of the new age fast food businesses shaking up the sector. So, what’s the difference between something like Deliveroo and your average local business delivering to your door? The answer lies in tech of course. Intuitive interfaces and apps make things even easier for customers.
But it’s the investment that Deliveroo are ploughing into their tech talent that makes them stand out to us. They’ve added 250 new tech roles in London alone this year. This manpower will enable them to run smarter, slicker services that outstrip the competition.
What we’ve learned: Tech may be driving businesses to transform digitally, but you need the right people to harness that technology and pitch it to your customers in the right way.
StubHub
There were more than a few digital challenges for ticket retailer StubHub before they changed their strategy. With cumbersome systems trying to cope with huge influxes of ticket transactions, the need to adapt and become agiler was vital to the brand’s survival. The answer – StubHub is moving to the cloud.
That’s not all though. Data showed that 50% of people were using their mobile devices to purchase tickets. In response, StubHub has developed native apps for Android and iOS that allow people to enter events using the mobile only.
What we’ve learned: StubHub’s use of tech and a focus on the customer enabled them to create innovative products that customers love and use and cement them as a leader in their field.
DHL
It can be easy to focus on B2C businesses when it comes to digital transformation success stories, but there are more than a few B2B companies out there worth watching. One is DHL. This is a business that’s absolutely clued up on how to use tech to its advantage by getting the whole business on board.
By implementing a patents programme, they actively encourage anyone in the business to come forward with ideas. In MD Paul Richardson’s words, “We believe that digital-led innovation and innovation in general can come from anyone.” This has opened the doors to innovations like their warehouse smart glasses, and a new vehicle service that’s reduced costs by 20% and increased goods capacity in transit by 70%.
What we’ve learned: Actively encouraging staff throughout the business to engage with their digital transformation has given DHL unique opportunities to innovate and stay ultra-competitive.
Hasbro
One of the main things that can derail a digital transformation project is a lack of customer knowledge. Hasbro is a great example of a business that recognised the role of data in its transformation and used the insights gathered to change its strategy. A brave move to be sure.
Rather than marketing to kids as the brand historically did, they started to market to the purchasers – the parents. Through social media channels and advertising at the right point in the customer journey, they’ve grown sales by up to $1 billion. But that’s not all, with innovative partnerships with digital companies like Buzzfeed, they’ve brought traditional games like Monopoly onto modern gaming platforms, extending their appeal.
What we’ve learned: Another example of how data can inform strategy, Hasbro changed their target audience and used digital platforms to engage with their audiences in new ways.
In conclusion…
Digital transformation is a challenging process to tackle. This has created as many obstacles as opportunities for companies looking to revolutionise the way they connect with customers and stay competitive in their marketplace.
There are inspiring examples from businesses across sectors who have taken their digital transformation by the horns and carved out a new niche for themselves. Using data to inform strategic decisions and creating a collaborative environment for staff to actively drive the process are two common threads in each of the cases we’ve looked at.
Each also uses tech not in isolation, but as a way of meeting customer expectations with innovative solutions. Ultimately, it’s about using all the intel you have to develop hard-hitting digital products that answer a need. And that’s what each of these businesses has done with aplomb.
Author Biog:
With over 17 years’ experience in UX and Digital, Andrew Machin, Founder and UX Director at LION+MASON has helped global brands such as John Lewis, Jet2, and Interflora create transformational digital experiences, from web applications to in-store retail experiences.
Through the success of such projects Andrew has received accolades that include high-profile awards that span innovation, strategy, design, and results, such as the Dadi Grand Prix Award and the Digital Impact Award for Innovation.
This experience has led to Andrew judging the Digital Experience Awards, being featured in .net magazine, lecturing at Leeds University, and speaking at seminars and conferences across the UK.
Andrew will be leading a roundtable session on UX & Online Customer Experience at our Digital Leaders Masterclass #DIGITALMANC18 in Manchester on Tuesday 6th November 2018.
At our recent Data, Analytics & Insight Leaders Masterclass, which took place on Tuesday 5th June 2018 in Manchester at the Museum of Science and Industry, many of the North’s biggest brands and agencies came together to share their thinking and generate discussion on the key trends and issues that are shaping the data, analytics and insight landscape.
The half-day event, which was the 11th in our popular Marketing Masterclass Series, kicked-off with an opening by Paul Morris (Official Master of Ceremonies) and former Global Digital Director at PZ Cussons and was followed a keynote presentation by icelolly.com’s Gemma Needham and Reema Vadoliya.
In their session, Gemma and Reema shared with delegates icelolly’s journey from a basic analytics setup to implementing a dynamic and customisable system and how this advanced data analytics infrastructure had enabled icelolly to use rich data to best identify marketing opportunities.
Following the keynote, delegates took part in a series of engaging roundtable sessions, which were led by our various industry leaders from Go Inspire, Search Laboratory, The Data Shed, Boxclever, Adthena and Acrotrend – all addressing the current and future hot issues within the area of data, analytics & insight.
The attendance on the day set a new ‘Series Record’ with 65 senior clientside delegates taking part in the masterclass. We were also delighted to achieve a Positive Delegate Experience Rating of 90% in the post-event survey, which demonstrated the excellent value the event delivered on the day.
Delegates on the day included: William Hill, Iceland, ao.com, Boohoo, N Brown Group, BookingGo, MBNA, Shop Direct, Matalan, Pets at Home, Virgin Trains, Asda, Bupa, AutoTrader, Motors.co.uk, Gymshark, Betfred, Jet2 and many more of the North’s finest.
We’ve added a selection of the delegate reviews from the day, with a detailed view of all our reviews here.
“The Masterclasses are always inspiring. I head back to work buzzing with fresh ideas – both from the speakers and fellow attendees.” (MBNA)
“Fantastic session this morning at #DATAMANC18 thanks to really well put together event. Genuinely insightful round tables with speakers offering excellent knowledge share and no sales pitches.” (Virgin Trains)
“A productive morning discussing everything data; an excellent opportunity to gain insight and understanding into the data challenges that every company faces and how they strive to resolve them.” (Jet2)
“I thoroughly enjoyed the masterclass, in a marketing world that is becoming more data driven I felt it gave me some real insight into the methods, tools and skill sets available and I came away with some very interesting ideas on tackling challenges I face in my role.” (Betfred)
“I really enjoyed my first masterclass experience. The round-table format worked well thanks to the quality and openness of the delegate and I returned to my business with some fresh perspectives and frameworks as to how data and insight could be used to drive growth.” (Motors.co.uk)
“Marketing Masterclass Series events are truly the best event that you will find in the North of England. The format, delegate interaction and actionable takeaways is unrivalled. If you have never been to a Marketing Masterclass Series event – then try one, you won’t regret it.” (Traidcraft)
We’d like to thank all our delegates and industry partners for supporting the masterclass. The event was produced by the Marketing Masterclass Series in association with Go Inspire, Search Laboratory, The Data Shed, Boxclever, Adthena, Acrotrend, icelolly.com and Forward Role Recruitment.
We’re thrilled to announce that holiday comparison provider icelolly.com will take center stage at June’s Data, Analytics & Insight Leaders Masterclass in Manchester by delivering the official keynote presentation.
The presentation by Gemma Needham and Reema Vadoliya will provide delegates with a real-life case study and will highlight icelolly’s journey from a basic analytics setup to implementing a dynamic and customisable system and how this advanced data analytics infrastructure has enabled icelolly to use rich data to best identify opportunities for their customers.
The event, which is the 11th in the Marketing Masterclass Series, will also see former PZ Cusson’s Global Digital Director Paul Morris act as the Official Master of Ceremonies.
The #DATAMANC18 masterclass will be held in the Gattatt Suite at the Museum of Science and Industry in Manchester on Tuesday 5th June 2018.
With many of the UK’s biggest brands already confirmed to attend #DATAMANC18, delegates will have full access to a unique learning experience through a series of engaging roundtable sessions that will explore the key challenges and opportunities in how brands can harness powerful consumer and audience data to drive marketing performance and campaign success.
The Data, Analytics & Insight Leaders Masterclass is produced by Marketing Masterclass Series in association with Acrotrend, Boxclever, The Data Shed, Search Laboratory, Adthena, Go Inspire and Forward Role Recruitment.
At our recent Digital Content Leaders Masterclass, which took place on 16th January at the Museum of Science and Industry in Manchester, many of the UK’s biggest brands and agencies came together to share their thinking and experience on the state of play within the content marketing landscape.
The half-day event, which was the tenth in the popular Marketing Masterclass Series, opened-up with the official keynote by Tunafish Media’s Sam Jones, who shared with delegates his thoughts and experience on Creating Social Content for Brand and Personal Engagement.
The session looked at how marketers and brands can effectively create content and manage their online channels successfully to raise brand awareness and drive greater levels of online engagement.
Following the keynote, delegates took part in a series of engaging roundtable sessions, which were led by our industry leaders from Wavemaker, Harvest Digital, Digitaloft, TMC Strategic Communications, Search Laboratory and Bring Digital – all addressing the current and future hot issues within content marketing.
The masterclass was attending by a record number of delegates, and we’re delighted that the post-event survey ALSO revealed our highest delegate satisfaction score, which was based on the overall learning experience.
Delegates on the day included: PZ Cussons, Kelloggs, ao.com, Sky Betting & Gaming, Missguided, N Brown Group, SCS Sofas, TravelSupermarket, Rentalcars, Virgin Money, Shop Direct, The Co-op, Matalan, Pets at Home, Plusnet, Bupa, npower and many more of the North’s finest. We’ve added a few of our delegate reviews below, and also included the official showreel.
“Very interactive sessions. Good mix of experiences around the table from delegates who were able to pitch in with experience sharing from different sectors.” Head of Content at Autotrader
“The Digital Content Leaders masterclass gives content and marketing professionals the opportunity to network, share knowledge, opportunities and challenges in an ever evolving digital landscape. The event helped me look at content creation from different perspectives and helped me understand what the industry should anticipate in the future with new innovations and trends. It’s also a great way to meet like-minded people in a relaxed setting.” Senior Content Manager at ao.com
“Great bite-sized sessions to gather ideas.” Head of Digital Development at Silentnight Group
We’d like to thank all our delegates and industry partners for supporting the masterclass. The event was produced by the Marketing Masterclass Series in association with Wavemaker, Harvest Digital, TMC Strategic Communications, Digitaloft, Search Laboratory, Bring Digital, theEword, Tunafish Media and Forward Role Recruitment.
We’ll be announcing details very soon about our next event, so please follow all our social channels to stay up-to-date with all the latest developments.
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The attendance on the day set a new ‘Series Record’ with 65 senior clientside delegates taking part in the masterclass. We were also delighted to achieve a Positive Delegate Experience Rating of 90% in the post-event survey, which demonstrated the excellent value the event delivered on the day.
