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Agenda

Join us for the official DS Detroit Pre-Party. We’ll be gathering at the Detroit Beer Company – for local craft beers & networking with Detroit’s diverse community of business builders and innovators.

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Session Filters

Day 1 Tuesday, September 12

  • September 12
  • 8:30 am - 12:45 pm
  • Stage 1
  • Pre-Conference
  • Strategy Development | How to create a plan that guides all your content efforts
  • Ideation | Ways to play ""content Moneyball"" and come up with hundreds of topic ideas painlessly
  • Content Creation | What types of content are out there and how each can be created
  • Optimization | Don’t press publish before you follow these simple, yet essential SEO best practices
  • Promotion | Get social and understand what platforms work best for you and if paid ads can help
  • Distribution | How you can get more eyes on your content through targeted, off-site channels
  • Lead Nurture | Email is a vital component of a content strategy that keeps your relationships alive
  • Measurement | Learn what core KPIs to look at to understand failures and successes
  • September 12
  • 8:30 am - 12:45 pm
  • Stage 2
  • Pre-Conference
  • Stay ahead of Google updates and prepare for SEO of today and tomorrow
  • List common technical problems that plague sites and how to fix them
  • Use persona data to attract targeted traffic
  • Take keyword research to a deeper level, including uncovering search intent
  • Build a search-engine friendly website structure
  • Get the most out of mobile and voice queries
  • Develop a content strategy based upon topical density that drives traffic
  • Identify high quality backlink opportunities
  • Put it all together— Create a customized, step-by-step SEO plan to get results
  • Use checklists, benchmarks and workflows to get your SEO work done
  • Report results and initiatives to key decision makers within the organization
  • September 12
  • 2:35 pm - 3:05 pm
  • Stage 1
  • Optimize your digital brand to increase conversions
  • Connect with the right customers and users in the flow of their day and be relevant to the context you find them
  • Align your digital brand with the digital trail people take to explore their interests
  • Get the latest tools to leverage for your digital brand
  • September 12
  • 3:20 pm - 3:50 pm
  • Stage 3
  • Understand what usability testing is and why it’s important
  • Implement usability testing instead of relying on UX professionals
  • Use basic techniques of conducting usability tests
  • Identify tools to conduct usability study cheaply and quickly
  • September 12
  • 3:20 pm - 3:50 pm
  • Stage 2
  • Understand what’s driving change in traditional digital channels
  • Define what is means to “become digital” and not merely “do digital”
  • Explore direct actions you can take today to become more customer centric
  • Discuss the ongoing adoption model for new processes, tools and behaviors that will allow you maintain pace with change
  • September 12
  • 3:20 pm - 3:50 pm
  • Stage 4
  • Experience the 'essence' of a brand
  • Identify the hidden power driving digital marketing today
  • Learn practical tools to get buy in from every stakeholder
  • Gain a new understanding of your power as a digital marketer
  • Monetize every activity
  • September 12
  • 4:05 pm - 4:35 pm
  • Stage 1
  • Develop a better understanding of your audience, its needs, and its behaviors
  • Launch campaigns with greater understanding and precision
  • Use and understand the data from your results more efficiently for future tests
  • September 12
  • 4:50 pm - 5:20 pm
  • Stage 4
  • "Caffeinate" your customer experiences with the 5 tips shared in the session
  • Improve personalization across channels to develop deeper relationships with customers
  • Better understand the significance of marketing in context
  • Increase the effectiveness of Marketing Technology in your business
  • September 12
  • 4:50 pm - 5:20 pm
  • Stage 3
  • Better understand why web performance matters, and not just to mobile users
  • Share with co-workers real-world examples of where time equals money
  • Measure your site's performance and compare it to your competitors (with videos!)
  • Influence, and improve, the performance of your company's website for bigger sales
  • September 12
  • 4:50 pm - 5:20 pm
  • Stage 2
  • Ask yourself five questions to see if your content meets your ethical standards
  • Improve your organizations existing content
  • Determine if your content is meeting your customers’ needs
  • Educate your organization on what content appeals to customers, and get your stakeholders aligned
  • September 12
  • 5:20 pm - 6:30 pm

Opening Reception

Day 2 Wednesday, September 13

  • September 13
  • 8:30 am - 9:00 am
  • Stage 3
  • Apply tools that can enhance your team’s creative culture
  • Understand how to cultivate environments of creativity at a company, team, and individual level
  • Give empowering feedback in brainstorming sessions
  • Build trust with coworkers
  • September 13
  • 8:30 am - 9:00 am
  • Stage 1
  • Recognize why individualization, rather than segmentation, is the new standard for personalization
  • Address challenges companies face using customer data and how to avoid the “creep factor”
  • Apply best practices and take key steps other digital leaders have made towards individualization
  • September 13
  • 9:15 am - 9:45 am
  • Stage 2
  • Develop genuinely useful personas
  • Incorporate user roles more strategically into your integrated marketing plans
  • Create Customer Journey Maps that are actually usable
  • Introduce Experience Maps into your digital strategy
  • Develop better, more advanced A/B Testing methodologies
  • September 13
  • 9:15 am - 9:45 am
  • Stage 1
  • Change the company culture and awareness of SEO so you can acquire more organic traffic
  • Learn from real life examples of disastrous decisions that could have been avoided
  • Use evangelism methods and tactics that have worked for companies like Microsoft, Hallmark and GoDaddy
  • Educate all teams that produce websites so you don’t miss out on traffic and revenue opportunities
  • September 13
  • 10:00 am - 10:30 am
  • Stage 4
  • Better understand the challenges related to creating robust, room-scale and interactive virtual or augmented reality content
  • Articulate how biometric data capture can produce data that is married to behavioral data in a way that allows us to understand how consumers interact with digital content
  • Understand how the future of Extended Reality experiences might impact how we perform consumer research
  • September 13
  • 10:00 am - 10:30 am
  • Stage 3
  • Comprehend why it’s important to think mobile-first
  • Develop a cohesive strategy to making a mobile-first shift
  • Understand what areas still need desktop attention
  • Decide what marketing channels to ditch and which to double down
  • Discover new technologies that can help your company compete in a mobile landscape
  • September 13
  • 10:00 am - 10:30 am
  • Stage 1
  • Build your and your team's content missteps into a framework for success
  • Create a culture where everyone adopts a "fail fast" philosophy
  • Immediately implement critical content marketing survival techniques
  • Turn cringe-worthy content moments into valuable lessons learned
  • September 13
  • 11:00 am - 11:30 am
  • Stage 2
  • Implement sales-funnel focused pixel, email, and event based retargeting initiatives
  • Collect data points, such as form submission fields, that create ultra-niche retargeting audiences
  • Effectively map retargeting audiences to your customer journey for maximum messaging impact
  • Implement the latest retargeting opportunities, including Facebook dynamic ads and Canvas ads, LinkedIn website and customer matching, and niche YouTube channel audiences
  • September 13
  • 11:45 am - 12:15 pm
  • Stage 4
  • Find and hire freelancers who are capable of creating authoritative content
  • Understand what freelancers need from you to execute projects successfully
  • Use specific strategies for creating expert-level content when your freelancers aren't industry experts
  • Stop wasting money on generic, entry-level content that doesn't support your marketing and business goals
  • September 13
  • 11:45 am - 12:15 pm
  • Stage 1
  • How to perform deep content topic ideation to capture organic traffic
  • Ways to shift your strategy to adopt agile methodologies
  • Magic of a Hub & Spoke content model
  • Why search engine optimization is more critical than ever
  • September 13
  • 2:00 pm - 2:30 pm
  • Stage 1
  • What changes Google has made that can make a material impact on your business goals.
  • How to strategically execute modern SEO
  • How to effectively measure SEO results for business impact
  • How to make the right SEO hire
  • How to find the right SEO partner
  • What tools your team should be using to do effective enterprise-level SEO
  • September 13
  • 2:00 pm - 2:30 pm
  • Stage 4
  • Understand the evolution of artificial intelligence and why a human's role is even more important
  • Evaluate the mistakes your team may be making and how it could ruin your customer relationships
  • See what channels to optimize for building deeper relationships with your customers
  • Understand how to leverage AI and big data to build a human connection
  • Determine where a human can't be replaced...and when they should
  • September 13
  • 2:00 pm - 2:30 pm
  • Stage 3
  • Understand what makes an effective question
  • Prioritize your metrics into three buckets that keep you in the know
  • Measure marketing success based on metrics that came from customer data
  • Walk into your next executive meeting with a story, not just numbers
  • September 13
  • 2:40 pm - 3:10 pm
  • Stage 1
  • Improve the audience coverage of your personalized content
  • Minimize collision and confusion of content mapping
  • Reduce the demand on resource-intensive content creation
  • Ensure you are gaining value from your personalization program
  • September 13
  • 2:40 pm - 3:10 pm
  • Stage 3
  • Use data-driven digital nurturing more effectively (for nerds and non-nerds)
  • Create truly compelling content (fun for creatives, and the rest of us)
  • Provide remarkable customer experiences using 4 must-have ingredients (yes, there are more than 4, but someone screwed up and told us to lead this session so we picked four we like)
  • September 13
  • 3:20 pm - 3:50 pm
  • Stage 2
  • Probe for the key information that can evolve a design, not just utilize user feedback for validation and gut checks
  • Understand how to best incorporate user feedback into the way your team works with each other, especially during early product development
  • Add all of this while moving fast and hitting your deadlines
  • September 13
  • 3:20 pm - 3:50 pm
  • Stage 3
  • Understand why video makes a bigger impact and when and how to use it
  • Align video content to the five levels of awareness in the digital marketing funnel
  • Introduce video testimonials, product overviews, and thought leadership at the appropriate times
  • Optimize conversions by delivering the right video content to the right people at the right time
  • September 13
  • 4:00 pm - 4:30 pm
  • Stage 1
  • Launch a brand into the national spotlight
  • Use marketing to help consumers feel confident in their decisions
  • Understand the evolution of digital and social video strategy
  • September 13
  • 4:00 pm - 4:30 pm
  • Stage 2
  • Identify the advantages chatbots provide to businesses and to customers
  • Understand the necessity to having the right mix of human and bot integration
  • See how others in the industry have used chatbots as best-in-class examples
  • September 13
  • 4:40 pm - 5:10 pm
  • Stage 3
  • Recognize artificial intelligence across channels through real examples
  • Understand how applying insights gathered from Artificial Intelligence is a must have skill for advancing business and marketing strategies
  • Explain various forms of artificial intelligence and how it can be applied to your marketing mix
  • September 13
  • 5:10 pm - 6:10 pm

Closing Reception

Join us at DS Detroit 2017

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