experience. results.

Sess

ion

Spe

aker

s

2

Eric Stoll is co-founder and CEO at Arke with responsibility for creating the strategic direction of the company, executing on its growth plans, and overseeing operations. Eric co-founded Arke in 2005 with Chris Spears, now the company’s CMTO.

Eric believes there has never been a more challenging or exciting time in digital marketing than right now. The selling/buying/competing landscape has completely changed. Staying ahead of the curve is about two things – the right technology platforms and the right strategy/talent.

Micah Leibowitz is a passionate and seasoned digital marketing leader. An evangelist for digital transformation as a cultural shift within an organization; he’s a true believer in the lead-to-revenue model. He is consistently interpreting the needs of the business and drives revenue through its digital conversation.

33

“We see a fundamental gap in how organizations approach marketing

technology – leaving enormous opportunity to grow digital

revenue.”- Chris Spears, CMTO, Arke

4

“Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day.”

- Beth Comstock

55

t“Without data, you’re just another

person with an opinion.”

- W. Edwards Deming

Jour

ney

Map

6

Jour

ney

Map

6

Jour

ney

Map

7

Attract Convert Close Retain Advocate

Consideration Consideration

AWARENESS

CONSIDERATION

PURCHASE

RETENTION

ADVOCACY

Awareness

Consideration

Digital Marketing Funnel

Consideration

Awareness

Activate New Digital Channels

BRAND

SEO / Visitor Acquisition

ADVERTISING

9

Map Visitor Activity and Outcomes: Use journey maps to determine coverage and blind spots, by persona, and across

channels.

Step #1

experience. results.

Data Insights

10

experience. results.11

experience. results.

Data Insights

12

13

Measure Activity Effectiveness:Measure conversion rates, isolate visitor

segments, identify intent, and compare to your strategy.

Step #2

experience. results.

Data Insights

14

15

Forecast Future Outcomes:Dig into segment performance, identify

opportunity to redirect energy, and model future performance— then

compare to actual results.

Step #3

Take it in manageable chunks.

Rise all tides: tech, people, process, and data.

Lead with data insights. Map. Measure. Forecast.

Commit.16

Digital Transformation is a Journey…