ERA has announced the lineup of Masters Series sessions that will be presented at The Great Ideas Summit 2016 set for February 22-24 at the Hyatt Regency Grand Cypress Orlando. Be sure to make room in your schedule for Great Ideas education.
Tuesday February 23 Masters Series Sessions include:
Manage Product Reviews to Listen to the Voice of the Consumer
Moderator: Ranjit Mulgaonkar, DNA Response; Speakers: John Bonfield, Direct Holdings Global; Lindsey Carnett, Marketing Maven; Andrew Farrar, HandsOn Consulting, LLC; Shail Prasad, TeleBrands
Moderator and DNA Response CEO Ranjit Mulgaonkar is joined by seasoned marketing experts to discuss how product companies can implement effective review management strategies to better engage consumers and protect brand reputation.
Mobile vs. Desktop Advertising: Cost, Reach and ROI
Speaker: Bob Buch, Manifest
Sites like Instagram and Pinterest have a vast majority of their usage on mobile, and even Facebook says roughly half its users have never accessed the site outside of their phone. Why haven’t advertisers flocked to mobile? The answer is measurement. The Masters Series session explores case studies, real data, and metrics that demonstrate the performance and value of mobile, and focuses on measurement challenges that keep big budgets at bay.
Matching Claims to the Evidence: Brainstorming With the Experts
Speakers: Randal Shaheen, Venable LLP; Ivan Wasserman, Manatt, Phelps & Phillips, LLP
A panel of prestigious industry legal experts invite audience members to come up with product claims they believe are supportable and then review the validity of those claims as a group and offer suggestions. The interactive session challenges thoughts and ideas about what can and can’t be said in making a product claim.
The Membership Economy and Direct Response
Speaker: Robbie Kellman Baxter, Peninsula Strategies
The Membership Economy is a massive transformational trend that has disrupted many industries. Robbie Kellman Baxter, author of The Membership Economy: Find Your Superusers, Master the Forever Transaction & Build Recurring Revenue (McGraw-Hill 2015) shares how to acquire new customers for free by harnessing the power of superusers; develop more predictable cash flow; apply principles of membership to build loyalty and engagement; optimize pricing, including use of subscriptions, free trials and freemium offerings into your business model and much more.
Wednesday February 24 Masters Series Sessions include:
Multi-Touch Attribution Insights for Digital MarketingSpeaker: Adrian Vender, Internet Marketing, Inc.
When people go inside Google Analytics for digital channel insights, they are often misled. Most notably, the Last Click model that exists across most of the standard GA reports are truly a disconnect from the multichannel digital marketing world that drives visitors to a website. This Masters Series presentation will explore best practices using Google Analytics and Convertro multi-touch attribution technology to uncover important insights across the entire digital customer lifecycle on your website.
How to Use Conversion Rate Testing to Grow Your Revenue and Profits
Speaker: Keith Lovgren, DataInclusion.com
Conversion rate optimization is one of the hottest marketing trends for good reason—because when done right, it works. In this Masters Series session, conversion rate expert Keith Lovgren will show you which tools you should use, the most common mistakes and how to easily avoid them, how to build out a testing roadmap, and how to measure success. Come join this session and learn how you can increase revenue by testing your existing Web traffic.
For more information about the Masters Series sessions and speakers, visit http://www.retailing.org/greatideas/schedule/
Note: The above blog post was edited to reflect a speaker change and the addition of a new Masters Series session.