Customer journeys need to be at the heart of your web analytics in 2018. We will talk about how to create customer journeys if you don't already use them, how to assign user-centric success and failure metrics, and then instrument web analytics to measure them. We will finish by talking about the different ways analytics can fail to deliver and what you can do about these failures.

1. Pierre will talk about why customer journeys and user stories are critical. He will do a very lightweight one live to illustrate the process.
2. Journeys are useful in many contexts, but we'll focus on analytics. For the example journey we create, Pierre will discuss different kinds of metrics for each step and pivot that into a discussion about the common analytics implementation topics.
3. Failures will cover topics like wrong/missing instrumentation, no one looking at the data, analytics blocking leading to missing data, and the like.

Guest experts:
Jill Quick, Co-founder, The Coloring In Department
Craig Campbell, Director at Craig Campbell SEO

What we have been calling "Progressive Web Apps" for the past couple of years is really just the new bar for web experiences. The modern web enables fast, integrated, reliable experiences that engage users. In this talk we lay out the principles behind the new bar for web experiences, demonstrate the successes that partners have proven, and help you build modern experiences on the web.

Guest experts:
Nick Wilsdon, Global SEO Lead at Vodafone
Cindy Krum, CEO at MobileMoxie

Learn how to audit your server logs to better understand the search crawlers behavior on your site as well as to identify issues and opportunities:

- Are the crawlers going through all of your critical site pages?
- Does the mobile googlebot have a relevant behavior based on your mobile web settings?
- Do the search crawlers have the same behavior as your own crawling simulations or going through additional errors and redirects?

Learn how to identify this and more during this session!

Guest experts:
Dawn Anderson, Managing Director at Move It Marketing
Barry Adams, Co-chief Editor at State of Digital, Founder and SEO Consultant at Polemic Digital

Web made us impatient. We want everything fast, instantly even. The choices are endless and our demands are high. We buy, we test, we give products back, we find an alternative. How can companies create customers for life in such volatile environment? Even if the client was happy with the first purchase, the emotional bond between clients and companies who operate online is very weak. And room for improvement is enormous. Integrating game mechanics into using your product or service can be a powerful way to establish this emotional bond, increase client engagement and loyalty. At SEMrush, we tested gamification in two campaigns and I'll take you backstage to share the ideas, goals, process and results. Moreover, I'll share what we do beyond the campaigns on a daily basis to ensure our clients feel we care for them.

Guest experts:
Stuart Howarth, Co-founder of Koko Digital
Yu-kai Chou, Gamification Author & International Keynote Speaker

The renowned Seth Godin said that 'Content Marketing is the only marketing left'. This is true now more than ever – there are content opportunities everywhere. But the production and distribution strategies are ever-evolving. Get an inside look at how the LinkedIn Marketing Solutions team is evolving their content marketing strategy, A/B testing and optimizing to stand out in an increasingly noisy space and drive real ROI.

Guest experts:
Ross Tavendale, Managing Director at Type A Media
Andy Crestodina, Co-founder and CMO of Orbit Media

Whilst other channels are continuing to deliver diminishing returns, there's a new medium for marketers to utilize to reach their customers: chatbots. I'll be walking you through data, insights and tactics that are applicable to businesses of all sizes.

Guest experts:
Sahil Jain, CEO and Founder of AdStage
Dan Golder, Product Manager at MobileMonkey

In this session, you'll learn the top 5 LinkedIn Ads hacks that you didn't know were possible. From ridiculously powerful audience exclusion to getting the least expensive clicks from a premium audience, you won't want to miss it. With advanced content by AJ Wilcox (B2Linked.com), along with expert panelists Michelle Morgan (Clix Marketing) and JD Prater (AdStage) you'll find the most powerful tricks that the pros are using to get the most out of the powerful platform for B2B advertisers.

Guest experts:
JD Prater, Director Growth Marketing at AdStage
Michelle Morgan, Director of Client Services at Clix Marketing