Adam Singer
  Analytics Advocate, Google Analytics
  Google

Adam Singer, an analytics advocate from Google Analytics, spoke about the importance of using data in marketing and how Google Analytics is working to help marketers. This help includes setting up a public demo account, a Data Studio for data visualization, and Analytics Academy – where people can take courses for continuing education in analytics.

  Dixon Jones
  Marketing Director
  Majestic

Dixon Jones, Marketing Director for Majestic, spoke about the research his brand has been doing into the role of backlinks and their impact on site success. They found that when brands were grouped by industry and they focused on trust flow, there was a high correlation with performance.

   Freddie Blicher
   Senior Manager, Corporate SEO
   Marriott Digital

Freddie Blicher, Senior Manager of Corporate SEO for Marriott/Ritz-Carlton, spoke about the challenges of understanding and interpreting the wealth of data available. He made suggestions about how to combine data sources to create a more comprehensive, holistic look at business progress.

 
  Dan Toplitt
  Associate Director, SEO
  Resolution Media

Dan Toplitt, the Associate Director of SEO at Resolution Media, delved into cross-channel content and uncovering the metrics that matter. He described four key components of a holistic content marketing program: insights, content, distribution, and measurement.

 
  Eric Baudais
  SEO Campaign Analyst II
  PennWell

Eric Baudais, the SEO Campaign Analyst II at PennWell spoke about gaining insights from combined data. When Google stopped providing keyword data, they had to take a more holistic approach to their sites. Using BrightEdge, they were able to identify content gaps and move forward with an effective strategy.

 
  Jaimee Stauffer
  SEO and Content Marketing Strategist
  Citrix Systems, Inc.

Jaimee Stauffer, the SEO and Content Marketing Strategist at Citrix Systems, Inc, spoke about going from insight to action and using data to drive results. Realizing that users need different types of information at each funnel level, they were able to meet that need and produce a workable framework that led to success.

 
 
  Allen Nance
  CMO
  Emarsys

Allen Nance, the CMO at Emarsys, spoke about finding the right mix between computer automation and human marketing. Data is our most valuable asset, and one day machines will be able to deliver 1:1 personalized marketing. We already use machine learning regularly, and as we rethink the role of the marketer, it will become more prominent.