It’s the closest you’ll come to the OMR Festival 2021: We digitized our Masterclasses last year and this year they are back—presented to you by DELL. From May 17 to 21, you can take part in these free 60-minute sessions and all you need is a PC, tablet or smartphone. BUT: to attend you MUST APPLY to the masterclasses you want to take part in—and the application phase CLOSES TOMORROW. Act fast or miss out.
How to apply
Let’s start at the top. The first thing you need to do to apply and attend is snag a ticket to the Digital Masterclasses—tickets are free, but limited. Step two is where you can then apply to attend the DMCs that most appeal to you. Keep in mind that you may apply to a total of eight DMCs and a maximum of four per day.
To make planning easier for you and to prevent any thematic overlaps, this time around we’ve organized DMCs by topic. These include “Inspiring Brands,” “Customer Experience,” “Adtech & Programmatic,” “Marketing Tools,” “Social,” “eCommerce,” “Technology Trends,” “Search & Content” and “CRM.” In the coming days, we’ll present the clusters and classes to you in more detail—but today the name of the game is applying to attend. Check out the timetable here.
To help you narrow down your selection, we’ve selected a handful of insightful Digital Masterclasses for you:
Why is everybody talking about Curation?
Tuesday, May 18, 11:30 to 12:30
Last year, for the first-time, programmatic ad spend on private marketplaces (PMP) surpassed that on open exchanges. While still new for many in the industry, curated marketplaces make it possible for market participants to easily build programmatic supply solutions with a broad array of features that combine proprietary assets, high-quality inventory, and new levels of transparency at scale. In this masterclass you will learn about the concept of curated marketplaces, the technology powering it and hear firsthand from a Xandr partner and their experience with launching their curated marketplace. Click here for more about this DMC.
Death by a Thousand Clicks: Optimize Shopping Ads for Business Growth
Wednesday, May 19, 11:30 to 12:30
Google Shopping becomes increasingly competitive, while Google’s automation technology becomes increasingly widespread – and less controllable. Retailers who are stuck in the middle will suffer death by a thousand cuts (or ad clicks). In this session you’ll get an advanced guide to aligning Google Shopping with your business objectives, ranging from profitable customer acquisition to price and inventory optimization. This includes the best approaches to data integration as well as sophisticated profit measurement concepts. You’ll leave this session with proven actions for increasing competitive differentiation and achieving healthy growth, plus project recommendations that extend far beyond Shopping. Click here for more about this DMC.
Engage Your Key Accounts with What Matters Most
Wednesday, May 19, 11:30 to 12:30
The attribution model is broken, why is attribution in marketing only measured in MQLs or conversion? You need to acknowledge the things attribution software can’t measure – engaging the audience is one of the foremost. Marcus, Head of Growth at Albacross, will talk about the mistakes they made, problems they detected, and strategies they use to unlock the potential of engaging the key accounts over time. Join them to check it out. Click here for more about this DMC.
How advertisers scale Return On Ad Spend (ROAS) from social advertising through conversational commerce
Wednesday, May 19, 11:30 to 12:30
Learn how retail advertisers are reaching new audience and increasing Return on Ad Spend (ROAS) from social with conversational commerce. In this Masterclass, we’re joined by our agency partner RealTime Media for a discussion on what might be the future of Social Advertising in the era of Conversational commerce. Click here for more about this DMC.
Unleash the power of your Marketing data with Tableau
Thursday, May 20, 9:30 to 10:30
Making better and faster decisions with data is mission-critical for marketing organizations.With new technologies and channels popping up every day, marketers must adapt and evolve their analytics strategies, skills, and data solutions to stay competitive. Data and analytics are crucial and more important than ever in driving towards success today and progress tomorrow. So, no matter what point your marketing team is at in their data journey, it’s important to know how your analytics are working now and where you want to be in the future. In this masterclass, we will showcase the importance of user-centric analysis and give you insights into how Tableau and our customers are using data to drive marketing business every single day. Click here for more about this DMC.
Hear from Tier Mobility how to use Product Analytics to grow & retain customers
Thursday, May 20, 11:30 to 12:30
In today’s world, the products that win are the ones that create the best experiences for customers. The previous marker for product success was simply functionality: ‘It works.’ But with millions of products available today, it’s not enough for a product to just work. Product Analytics is what brings your business to the next level. During this webinar you will hear from Product Leaders how they use data to build great product experiences. Attendees will walk away with: Why product analytics is imperative to growth in today’s digital-first world. Advice from expert teams solving business problems through real-time customer insights. Real-life examples on how Product Analytics can help you deliver a better customer experience. Click here for more about this DMC.
Building Trust From Search To Query
Thursday, May 20, 12:30 to 1:30
“Search” and “Query” are not synonyms. In fact, the journey from “Search” to “Query” is a continuum of discovery where the questions of consumers are a process of refinement and a journey built on trust. Consumers struggle with too much information to process. They need a way to quickly explore what they are looking for and then, equally as easily, exploit that information to take action. Brands need to rethink their persona-based marketing in a world where every question asked is their most valuable asset in designing a multi-dimensional customer experience. Learn how to build real customer trust by re-thinking your global search strategy and explore how NLP and AI approaches can answer your customer questions from “search” to “query”. Click here for more about this DMC.
How successful customer engagement forms strong business growth – Delivery Hero & Braze
Friday, May 21, 10:30 to 11:30
The secret weapon that differentiates exceptional, enduring companies is the quality of their customer engagement, encompassing the full set of activities through which companies build direct relationships with their customers. Excelling at customer engagement directly results in higher customer lifetime value and lower customer acquisition costs, resulting in long-term, capital-efficient business growth. Join the session as Braze and Delivery Hero discuss how exceptional brands deliver meaningful messages across all relevant channels. Click here for more about this DMC.
How to unleash creativity in an uncontrollable online universe
Friday, May 21, 12:30 to 13:30
We will consider the impact of context, and how to create active conversations without them spinning out of control by getting to the heart of ‘unleashing creativity’ – covering most effective platforms, market effects, and asking ‘does a campaign ever have an end date?’ We will also focus on how to plan chaos, stakeholder management and cross-market synergy and debate optimization vs. quality and orchestration models. Finally, we will turn to the question of: How to report when machines are not enough? Focusing on the emotional and rational questionnaire, pitfalls of sentiments reports, and how to evaluate all the elements of a campaign. The session refers to practical examples from Polestar, Velux, SK-II, Burger King and Gillette. Click here for more about this DMC.