Agenda | Digital Summit Detroit


These great sessions have been confirmed so far, with more on the way. Keep checking back for updates!

Session Filters

Day 1 Wednesday, September 15

8:30am - 12:30pm

Decoding SEO: How to Build Your Online Visibility – Without the Technical Jargon

  • Hannah McNaughton, Metric Marketing
  • Hannah McNaughton

At the end of this Masterclass, you’ll be able to:

  • Evaluate your site’s SEO health
  • Identify, troubleshoot, and correct common technical errors
  • Utilize the most effective SEO tools
  • Perform keyword research and develop a data-driven content strategy
  • Audit your existing content to find hidden gems and problem areas
  • Analyze and deconstruct competitor’s sites
  • Reverse engineer the top-ranking pages to better compete in SERPs
  • Structure your website to enhance crawlability
  • Optimize on-site elements
  • Prepare for and execute site migrations and redesigns
  • Manage redirects
  • Find and pursue additional SERP opportunities, such as featured snippets and FAQs
  • Create and implement a prioritized SEO strategy
Included with Platinum Passes, upgrade required for Main Event Passes
  • SEO & Search

Advanced Digital Analytics Strategies and Tactics

  • Chris Sietsema, Teach to Fish Digital
  • Chris Sietsema

At the end of this Masterclass, you’ll be able to:

  • Create new Google Analytics (GA) Accounts, Properties and Views and/or audit an existing account
  • Configure conversion goals, filters, account integrations, advanced segments and cross-domain tracking within GA
  • Prepare an accurate, reliable and repeatable process for campaign tracking code creation and stewardship
Included with Platinum Passes, upgrade required for Main Event Passes
  • Data & Analytics

Advanced Email Marketing: Tactics to Build Robust Email Programs

  • Michael Barber, Brand Consultant and Marketing Strategist
  • Michael Barber

At the end of this Masterclass, you’ll be able to:

  • Explain why email still matters
  • Understand the difference between simple and robust email programs
  • Develop a roadmap for managing inactive subscribers
  • Leverage advanced design tactics for your templates
  • Make your emails more accessible
  • Better understand how the ISPs (internet service providers) score your campaigns
  • Move from “”batch and blast”” to segmented and personalized campaigns
  • Develop a robust email metrics dashboard
  • And, see what the future of email might look like
Included with Platinum Passes, upgrade required for Main Event Passes
  • B2B
  • B2C
  • Email Marketing

1:15pm - 2:15pm

$0 Marketing Ideas: How To Market To Millions Without Breaking The Bank

  • Jon Youshaei, Formerly of Instagram & YouTube
  • Jon Youshaei

After this session, you’ll be able to:

  • Easily find engaging content for your social media calendar
  • Reach more potential customers without spending as much of your budget
  • Predict which posts may drive the most engagement before publishing them
  • Social Media

2:30pm - 3:00pm

Tactics for Leveraging Influencer Marketing: Shifting to a Post-Pandemic World and What Lies Ahead

  • Thea Neal, Coinbase
  • Thea Neal

After this session, you’ll be able to:

  • Effectively use influencer content and understand its importance in your business
  • Maximize your influencer dollar spend and feel confident in your investment
  • Differentiate between influencer agencies and individual creators, and decide which is best for you
  • Influencer Marketing

Are You On Mute? Designing Transformational Experiences and Omni-channel Content that Your Customers Can Hear

  • Donna Doleman Dickerson, GreenPath Financial Wellness
  • Donna Doleman Dickerson

After this session, you’ll be able to:

  • Leverage the power of listening to transform core messaging through relevancy and personalization
  • Collaborate with the internal organization to produce omni-channel content that changes your content marketing game
  • Build in flexibility and scalability to produce quality content that differentiates your brand
  • Consumer Behavior
  • Content Marketing
  • Customer Experience
  • Omnichannel

5 Ways to Win Big in Ecommerce this Holiday Season

  • Brandy Alexander-Wimberly, Spaceshop Commerce
  • Brandy Alexander-Wimberly

After this session, you’ll be able to:

  • Understand the latest trends for Amazon and Walmart marketplaces and apply these insights to your ecommerce strategy
  • Actualize your vision for DTC with a fulfillment plan
  • Put together a DTC plan for the Holidays 2021
  • Ecommerce

3:15pm - 3:45pm

3 Ways to Revolutionize Your Email Open Rates

  • Emily McGuire, Atlassian
  • Emily McGuire

After this session, you’ll be able to:

  • Understand the secret sauce that will get your open rates UP
  • Use a subject line formula that will help you whip out high-opening subject lines in minutes
  • Effectively use emojis to get better response rates”
  • Email Marketing

Building a Website that Sells: Integrating a Holistic SEO Strategy in a New Build

  • Cole Bednarski, Human Element
  • Cole Bednarski

After this session, you will be able to:

  • Determine when and where SEO is required in the build of your eCommerce website
  • Apply SEO tactics for a new build, and understand the consequences of neglecting this strategy
  • Make informed decisions on the platform, theme, and customizations to better optimize a website during a new build
  • Ecommerce
  • SEO & Search
  • Website

Creating an Authentic Social Media Presence – No Matter Who It’s For

  • Elizabeth-Ann Pandzich, Microsoft
  • Elizabeth-Ann Pandzich

After this session, you’ll be able to:

  • Define an executive’s online voice and stay within the parameters of approved messaging
  • Implement a content approval process that allows you to post frequently and authentically
  • Build a content calendar to improve efficiency with the social accounts you manage
  • Social Media

4:00pm - 4:30pm

Stop the Scroll: How to Create Engaging Social Video

  • Desiree Martinez, All-In-One Social Media
  • Desiree Martinez

After this session, you’ll be able to:

  • Evaluate the different kind of video options available to you and figure out which formats are the right fit
  • Correct what you are doing wrong with your existing videos
  • Develop video content that ACTUALLY gets results
  • Social Media
  • Video Marketing

Perform Content Marketing with an Arrow, Not a Shotgun

  • Nick Mattar, Digital Detroit
  • Nick Mattar

After this session, you’ll be able to:

  • Hyper-target your audience with next-level inbound marketing strategies
  • Choose the content type and promotional vehicle to maximize your brand exposure
  • Nurture your leads with extremely specific content
  • Content Marketing

How to Engage Gamers with In-Game Advertising

  • Cary Tilds, Frameplay
  • Cary Tilds

After this session, you’ll be able to:

  • Apply criteria to determine if in-game advertising is a good fit for your company, based on understanding the behavior and scale of the gaming audience
  • Effectively plan and reach gamers by applying recommended practices from the IAB Gaming and Esports Advertising Framework
  • Apply tips on the key elements that brands should consider when designing the newest IAB in-game advertising format called Intrinsic in-game ads
  • Gaming
  • Paid Advertising

4:45pm - 5:15pm

Top Three Google Analytics Mistakes You’re Probably Making – and How to Fix Them

  • Janet Driscoll Miller, Marketing Mojo
  • Janet Driscoll Miller

After this session, you’ll be able to:

  • Identify the three most common Google Analytics mistakes marketers make and learn how to avoid them
  • Take clear steps to fix your Google Analytics errors to ensure your analytics tracking is accurate
  • Improve the accuracy of your metrics for more sound strategic planning and measurement
  • Data & Analytics

Negative Nancy: Turning the Bad into Funny in Otherwise Unfunny Times

  • Michael Albanese, Comedian, Writer & Producer
  • Michael Albanese

After this session, you’ll be able to:

  • Apply clear techniques on how to approach funny content as we leave a lockdown weary world
  • Understand how to approach your own brand or product identity to properly assess the direction of your content
  • Implement tactics to best address the positive and spin the negatives of your brand to create a funny voice
  • Branding
  • Content Marketing
  • Storytelling

Get on Board or Get Out of the Way: How to Engage Gen Z

  • Liz Aviles, Upshot
  • Liz Aviles

After this session, you’ll be able to:

  • Develop strategies that effectively reach Gen Z and take their consumer behavior across various social platforms into account
  • Deliver on their love of a new disruptive digital aesthetic, their demand for brands to commit to an elevated level of sustainability, and their expectations around radical inclusivity
  • Identify new commerce and brand engagement opportunities for your business that Gen Z is creating
  • Millennials & Gen Z

5:15pm - 6:30pm

Opening Reception hosted by Human Element

Day 2 Thursday, September 16

8:30am - 9:00am

Analytics and Attribution: Measuring the Success of Influencer Marketing

  • Michelle Stinson Ross, Feelalytics
  • Michelle Stinson Ross

After this session, you’ll be able to:

  • Define and track brand & traffic KPIs
  • Set the expectations for influencer deliverables
  • Report on how influencers have impacted revenue
  • Influencer Marketing

Defining and Achieving Internal Marketing Success

  • Kate Alber, University of Michigan Medical School
  • Kate Alber

After this session, you’ll be able to:

  • Ask the right questions to help you define internal marketing success
  • Define deliverables unique to your work environment
  • Implement a strategy to achieve your non-financial objectives

This session is for digital marketers whose primary responsibility is to market offerings to an internal audience (workshops, programs, benefits, incentives, and more).

  • Internal Marketing
  • Measurement

Refresh Your Marketing Career: Apply These 5 Approaches They Won’t Teach You

  • Jacob Brown, Amazon
  • Jacob Brown

After this session, you’ll be able to:

  • Identify when to take risks and execute them to give you the best chance of success
  • Stop allowing the fear of failure to hold you back in your career and life
  • Adequately lead your team, colleagues, and family to a more positive outlook
  • Culture, Impact & Leadership

9:15am - 9:45am

How to Write Content That Ranks

  • Hannah McNaughton, Metric Marketing
  • Hannah McNaughton

After this session, you’ll be able to:

  • Create content outlines that include data-driven topics, keywords, word counts and more
  • Utilize insights and tools to successfully draft content that ranks
  • Save time by being strategic with your content creation strategy
  • Content Marketing
  • SEO & Search

Optimizing Operations to Increase Engagement

  • Emily Hendershot, Nova Strategies
  • Emily Hendershot

After this session, you’ll be able to:

  • Examine roadblocks impacting your audience’s experience with you and develop solutions to overcome them
  • Assess your tools and processes with questions designed to help you focus efforts to maximize growth
  • Learn strategies to operationalize engagement and create an action plan for implementation”
  • Marketing Operations

Micro Influencers: How to Successfully Leverage Influencer Marketing’s Unsung Heroes

  • Danielle Wiley, Sway Group
  • Danielle Wiley

After this session, you’ll be able to:

  • Increase your audience reach and engagement through an effective micro influencer campaign
  • Determine what type of micro influencer is best for your brand and use key takeaways to begin planning your micro influencer campaign
  • Find inspiration from real-life influencer content examples and strategies

This session is for marketers who work directly with influencer programming (either in-house or through an agency) at their company.

  • Influencer Marketing
  • Social Media

10:00am - 10:30am

Customer Generation: Delivering on the Promise that Demand Generation Forgot About

  • Garrett Mehrguth, Directive Consulting
  • Garrett Mehrguth

After this session, you’ll be able to:

  • Perfectly understand and compare channel level performance using the Customer Lifetime Value to Customer Acquisition (LTV:CAC) formula
  • Boldly identify and emotionally connect with your exact persona at your ideal accounts
  • Correctly leverage 1st party data for campaign success
  • Aggressively grow pipeline revenue via gift giving and psychology
  • Lead Gen / Conversion / Retention

The Essential Elements of Building Brand Love

  • Lydia Michael, Blended Collective
  • Lydia Michael

After this session, you’ll be able to:

  • Identify what your consumers actually desire in a brand
  • Find the common ground with your audience that leads to strong, trustworthy, and committed relationships
  • Build essential elements for an emotionally engaging brand
  • Branding
  • Customer Experience

The Steps to Successful Email Testing: Test, Learn, Optimize, Repeat

  • Kaylee Hendrick, AAA Life Insurance Company
  • Kaylee Hendrick

After this session, you’ll be able to:

  • Understand what your email data is telling you to test
  • Write a data-based hypothesis
  • Prioritize your A/B tests
  • Define your measurement strategy
  • Effectively share testing results with your teams
  • Data & Analytics
  • Email Marketing
  • Testing

10:30am - 11:00am

Networking Break

11:00am - 11:30am

Reimagine Your Newsletter: Turn Subscribers into Customers

  • Emily McGuire, Atlassian
  • Emily McGuire

After this session, you’ll be able to:

  • Apply a framework for developing high-converting emails
  • Gain clear insights on how to structure your email layout
  • Use tools for reaching your marketing goals
  • Email Marketing

Marketing in The New Normal: 5 Ways to Readjust Your Content Marketing Plans for 2022

  • Juntae DeLane, DIGITAL DELANE
  • Juntae DeLane

After this session, you’ll be able to:

  • Understand what your adjusted marketing budget should look like in 2022
  • Evaluate content suggestions you can use for the new user’s journey
  • Learn how your competitors are dealing with the crisis and what new best practices you can apply to your content efforts
  • Reframe your thinking to engage better with consumers
  • Content Marketing
  • Marketing Operations

How To Capture Immediate Attention and Improve Your Company’s Visual Branding

  • Olga Kovtun, Olga Kovtun, LLC
  • Olga Kovtun

After this session, you’ll be able to:

  • Apply virtual branding tactics that drive increased website traffic
  • Use research tools and platforms to measure your online digital transformation success
  • Know how to increase conversion rates while being authentic and human in the world of AI technologies and innovations
  • Branding

11:45am - 12:15pm

Preparing Your Website Data for Google Analytics 4

  • Colleen Harris, Sincro
  • Colleen Harris

After this session, you’ll be able to:

  • See the basic changes between Universal Google Analytics and GA4
  • Understand how the GA differences could impact your data collection strategy
  • Learn how to edit events and conversions right in GA4
  • Listen to proven strategies for making learning GA4 easier
  • B2B
  • B2C
  • Data & Analytics

#FeelingsMatter: Creating Emotional Customer Connections

  • Michelle Stinson Ross, Feelalytics
  • Michelle Stinson Ross

After this session, you’ll be able to:

  • Understand how emotion impacts purchase decisions, sales, and customer loyalty
  • Implement emotional awareness into your brand strategy
  • Define and track KPIs related to emotional brand messaging
  • Branding
  • Consumer Behavior

How to Run a Successful Pilot Program in Three Steps

  • Shane Torrey, Metric Marketing
  • Shane Torrey

After this session, you’ll be able to:

  • Apply the structure of a pilot program strategy to your own efforts
  • Create a focused marketing plan to launch paid ads for your company
  • Measure a pilot marketing strategy effectively
  • Paid Advertising
  • Social Media

12:45pm - 1:45pm

The Connected Human and the Future of Marketing

  • David Shing, Shingy
  • David Shing

After this session, you’ll be able to:

  • Understand how behaviors have evolved and what you can take advantage of
  • Implement an offline to online strategy
  • Have the tools to make decisions on what you want to action on in your business
  • Consumer Behavior
  • Voice / AR / VR

2:00pm - 2:30pm

Storytelling’s Greatest Hack

  • Eric Thomas, City of Detroit
  • Eric Thomas

After this session, you’ll be able to:

  • Plan your Brand in 3 Dimensions
  • Create and fulfill Achieveable Brand Promises
  • Make Consistent but flexible decisions for your brand across different media platforms
  • Storytelling

Creating YouTube Content That Sizzles and Sells

  • Latasha James, James + Park Creative
  • Latasha James

After this session, you’ll be able to:

  • Develop a YouTube content strategy without the overwhelm
  • Create your first video with equipment you already have on hand
  • Measure success on the platform through data and analytics
  • Content Marketing
  • Video Marketing
  • YouTube

Data Storytelling: Leverage Data and Visualizations to Deliver Engaging and Actionable Reports

  • Tanu Javeri, Foundry
  • Tanu Javeri

After this session, you’ll be able to:

  • Understand the difference between metrics and KPIs, and when to utilize each
  • Consider the appropriate type of analysis for your marketing data
  • Tell a story with your data through visualization for more effective reports and presentations
  • Avoid common pitfalls to maximize your data analysis
  • Data & Analytics

2:45pm - 3:15pm

Must-Have Automated Email Campaigns for Every Organization

  • Michael Barber, Brand Consultant and Marketing Strategist
  • Michael Barber

After this session, you’ll be able:

  • Apply tactics to improve existing automated email campaigns
  • Develop new automated email campaigns to build for your subscribers
  • Determine what analytics/metrics to use for automated email campaigns
  • Automation
  • Email Marketing

Performing Consumer Research-Oriented Organic Search

  • Elmer Boutin, WrightIMC
  • Elmer Boutin

After this session you will be able to:

  • Understand some of the online research habits of shoppers as they research a purchase, and apply this insight to your SEO content-related tactics
  • Understand the differences in paths to conversion for lower-priced consumer goods versus higher-priced durable goods and how to measure SEO success for both types of products
  • Develop a working model of topical keyword research so that your website content efforts will be human-centered and data-driven for maximum effect
  • SEO & Search

Using Google Analytics Data To Map Digital Strategy Success

  • Colleen Harris, Sincro
  • Colleen Harris

At the end of my session, you’ll be able to:

  • Gain tips and questions to ask as you identify what “success” is for your website
  • Learn how to set goals for engagement and conversion success metrics, as you see the importance of alerts, user flow and custom sequence segments in Google Analytics
  • See how to audit Google Analytics to verify traffic from different vendors and strategies as you learn the right types of data-driven questions for campaign growth
  • Understand how to use Google Analytics for customer engagement and conversions as you use the different attribution models to understand your customers journey
  • Data & Analytics

3:30pm - 4:00pm

How to Build a Winning Influencer Marketing Strategy

  • Tyler Farnsworth, Campfire
  • Tyler Farnsworth

After this session, you’ll be able to:

  • Have a focused structure for augmenting your influencer marketing program
  • Follow a three-act structure of Plan, Activate, Measure
  • Expand your vision for what influencer campaigns can accomplish
  • More efficiently measure the outcomes of your influencer programs
  • Influencer Marketing
  • Social Media

The Authenticity Lie: How to Build Loyalty Through Storytelling

  • Eric Thomas, City of Detroit
  • Eric Thomas

After this session, you’ll be able to:

  • Build a digital identity that is unique to YOUR brand
  • Understand how current brands are using trends to “feel” authentic
  • Use Digital Storytelling to do consistent cross-platform world building
  • Make “boring” brands more engaging
  • Storytelling

Creating a Keyword Research Driven SEO Strategy

  • Connor Bonam, Dealer Inspire
  • Connor Bonam

After this session, you’ll be able to:

  • Execute actionable keyword research
  • Determine what is worth pursuing when it comes to keyword research, and what tools to use
  • Build an SEO plan that targets relevant users in each section of the buying funnel
  • Data & Analytics
  • SEO & Search

4:15pm - 4:45pm

Creating a Loyal Social Media Audience: Facebook Business Manager Tactics for Detailed Targeting

  • Elizabeth Camp, Walker Art Center
  • Elizabeth Camp

After this session, you’ll be able to:

  • Effectively identify your audience and improvement online engagement
  • Implement detailed targeting within Facebook Ads Manager
  • Lower your cost per click (CPC)
  • Social Media

Crossing The Sonic Color Line: Best Practices for Sonic Diversity

  • Steve Keller, SiriusXM
  • Steve Keller

After this session, you’ll be able to:

  • Understand how technology and advertising have played a role in perpetuating sonic color lines
  • Apply insights from new research demonstrating the positive impact sonic diversity can have on ad favorability and effectiveness
  • Implement best practices that will result in a more sonically diverse expression of your brand
  • Audio
  • Diversity and Inclusion

4:45pm - 5:30pm

Closing Reception