London, 17-18 October, 2018

Workshops

Data Driven Business London
16th October, 2018


Workshop:
The Best of Predictive Analytics: Core Machine Learning and Data Science Techniques with Dr. John Elder

Date: Tuesday 16th October, 2018
Full-day: 9:00am – 5:00pm

Venue:

etc.venues, Moorgate – Tenter House
45 Moorfields
Moorgate
London EC2Y 9AE
United Kingdom

John Elder, PhD
John Elder, PhD

Founder & Chair

Intended Audience: Interested in the fundamentals of modern machine learning techniques.

Knowledge Level: For this introductory-level workshop, it is helpful for attendees to already be familiar with the basics of probability and coding.

Attendees will receive an electronic copy of the course notes.

What prior attendees have exclaimed

Workshop Description

This one-day session surveys standard and advanced methods for predictive modeling (aka machine learning).

Predictive analytics has proven capable of generating enormous returns across industries – but, with so many machine learning modeling methods, there are some tough questions that need answering:

  • How do you pick the right one to deliver the greatest impact for your business, as applied over your data?
  • What are the best practices along the way?
  • How do you make it sure it works on new data?

In this workshop, renowned practitioner and hugely popular instructor Dr. John Elder will describe the key inner workings of leading machine learning algorithms, demonstrate their performance with business case studies, compare their merits, and show you how to select the method and tool best suited to each predictive analytics project.

Attendees will leave with an understanding of the most popular algorithms, including classical regression, decision trees, nearest neighbors, and neural networks, as well as breakthrough ensemble methods such as bagging, boosting, and random forests.

This workshop will also cover useful ways to visualize, select, reduce, and engineer features – such as principal components and projection pursuit. Most importantly, Dr. Elder reveals how the essential resampling techniques of cross-validation and bootstrapping make your models robust and reliable.

Throughout the workshop day, Dr. Elder will share his (often humorous) stories from real-world applications, highlighting mistakes to avoid.

If you’d like to become a practitioner of predictive analytics – or if you already are and would like to hone your knowledge across methods and best practices – this workshop is for you.

What you will learn:

  • The tremendous value of learning from data
  • How to create valuable predictive models with machine learning for your business
  • Best Practices, with real-world stories of what happens when things go wrong

Why Attend?

View Dr. Elder describing his course, “The Best of Predictive Analytics,” in this brief video:

Schedule

  • Workshop starts at 9:00am
  • Morning Coffee Break at 10:30am – 11:00am
  • Lunch provided at 12:30pm – 1:15pm
  • Afternoon Coffee Break at 3:00pm – 3:30pm
  • End of the Workshop: 5:00pm

Coffee breaks and lunch are included.

Free books:
Attendees receive a free copy of John Elder’s ebook Handbook of Statistical Analysis and
Data Mining Applications
, a PDF of all training slides from this workshop, and an official certificate of completion at the conclusion of the workshop.

Instructor

Dr. John Elder, Founder and Chair, Elder Research

John Elder leads America’s most experienced Data Science consultancy. Founded in 1995, Elder Research has offices in Virginia, Washington DC, Maryland, and North Carolina. Dr. Elder co-authored books on data mining, ensembles, and text mining — two of which won book-of-the-year awards. John was a discoverer of ensemble methods, chairs international conferences, and is a popular keynote speaker. Dr. Elder is an (occasional) Adjunct Professor of Engineering at UVA, and was named by President Bush to serve 5 years on a panel to guide technology for national security.


Workshop:
UX and Conversion Optimization Masterclass with Karl Gillis

Date: Tuesday 16th October, 2018
Full-day: 9:00am – 4:30pm

Venue:

etc.venues, Moorgate – Tenter House
45 Moorfields
Moorgate
London EC2Y 9AE
United Kingdom

Get a proven and hands-on framework to make more money with your website & landing pages. A full-day, intensive training course led by world renowned UX and CRO expert Karl Gilis.

In this full day masterclass you will learn how to:

  • Use user research tools and techniques to uncover usability and UX problems on any site.
  • Implement a proven, repeatable process that will result in more revenue per visitor.
  • Extract the highest value insights from heat maps, user recordings and form analytics.
  • Apply Karl’s 15 years of UX and usability processes, tools and tricks to your site right away.
Karl Gilis
Karl Gilis

Co-founder

Why should I follow this masterclass?

  • You’re a business owner, webmaster, designer, marketer, … who believes that online marketing shouldn’t be based on gut feeling and opinions. But you’re not sure how to gather those facts.
  • You want more visitors to become clients. You’ve people clicking on your ads and finding you in Google, but most of them don’t become clients. And you want to change that.
  • You know that your site or landing pages can be improved. But you’re not sure where to start.
  • You have the ambition to grow your online business or those of your clients and you understand Rome wasn’t built in a day. So you’re looking for a strategy and repeatable process to improve any website or landing page step-by-step.
  • You realize that tools are important but are never the solution as such. You want to learn to get the most out of them. And even more important: how to connect the dots.
  • You understand that usability & conversion optimization are crucial to survive online. But you’re overwhelmed with all the information you can find online. So you’re looking for a hands-on training that’s build around the idea that the proof of the pudding is in the eating.

What You’ll Walk Away With Afterwards

  • The right mindset to be really (and I mean really-really) customer-centric. From now on you’ll be able to sell how people want to buy. Instead of selling the way you want to sell, as you’re doing now.
  • A proven process and methodology that allows you to identify the weak spots of any website or landing page.
  • An in-depth knowledge of how to get useful insights out of the most important (and affordable) user research tools and methods available. Without spending ages staring at boring graphs and numbers.
  • An incredible amount of tips, tricks and guidelines to convert your visitors into customers. Yes, believe me: it’s incredible. See what I did there?
  • The knowledge & confidence to improve your website and landing pages, even when you don’t have enough visitors to do ab-testing.

Part 1: The user research process (find out what your visitors want)

During the first 3 hours I’ll share how I use user research tools and techniques to uncover usability and UX problems. So you know how to get the most out of them.

  • Targeted surveys: what questions to ask when?
  • Scroll and click heatmaps: what you can learn from them
  • User session recordings how to process them and what patterns to look for?
  • Form Analysis: how to improve your forms with form analysis

Part 2: Tips & tricks for category and product pages

The next 3 hours Karl shares the best UX tips & tricks he discovered the past 15 years. So you can use them on your site and landing pages to turn those visitors into customers.

  • Detail Pages & Landing Pages
    I’ll show you the ins and outs of every element of a typical page (e.g. header, photo, design, text, call to action, USP, etc.) Not based on gut feeling or opinion, but on real life examples.
  • Category Pages
    If you sell more than one product or service, you probably have category pages. We will tackle the most common, but often overlooked, problems with these pages.
  • Forms
    Forms are crucial for every online business. I’ll share some tips and tricks to make yor forms better.

Part 3: Live review of your site or landing page

During the breaks and the last hour you can have live feedback from one of the most influential UX and CRO-experts in the world. And of course, you’re free to ask questions during the masterclass.

Why Karl?

According to PPC Hero, Karl is the 3rd most influential Conversion Rate Optimizer worldwide. He’s also the G in AGConsult, a Belgium-based usability and conversion optimization company. He’s been optimizing websites since 2001. Always based on user research & facts.

Karl is a top rated international speaker (he was voted best speaker at AdWorld Experience in Bologna and many other conferences all over the world).

He teaches at several universities in Belgium. And has trained people from companies such as TUI, Thomas Cook, Suzuki, Toyota and Atlas Copco.

He works for brands such as Shell, Suzuki, Carglass, Honeywell, Eastpak and Kipling.

In his spare time, Karl is working on a cure for people who think online marketing is based on gut feeling and opinions.

He’s also known as the ‘UX comedian’, but he has promised to be dead serious during this course. Not


Workshop:
Introduction to Artificial Intelligence for Marketing with Jim Sterne

Date: Tuesday 16th October, 2018
Full-day: 9:00am – 5:00pm

Venue:

etc.venues, Moorgate – Tenter House
45 Moorfields
Moorgate
London EC2Y 9AE
United Kingdom

From market research to direct mail metrics to web analytics to Big Data, the job of “marketing” has changed dramatically over time. We have arrived at a fundamental shift in marketing that is as impactful as the advent of the Internet: Artificial Intelligence and Machine Learning.

This workshop introduces marketing professionals of all ranks to the theory, the language and the practical application of these disruptive technologies.

This workshop will not teach you how to be a data scientist.

It will teach you enough about the language and implications to speak cogently with your colleagues, and determine where to apply this innovative technology first. You will also get a firm grasp on how these new tools will change your job and what you can do to remain relevant in tomorrow’s marketing department.

Jim Sterne
Jim Sterne

Founder

Key Takeaways

  • How Machine Learning Works for Marketing
  • What Machine Learning Cannot do for Marketing
  • How to Onboard AI and ML into Your Organization

This workshop is for marketing professionals who are comfortable consuming analytics outputs, but must now face a new, educational learning curve.

This workshop is for data scientists to help them understand the problem the marketing department is trying to solve and the available data sets.

This workshop is for marketing managers who must respond to the C-level insistence that the marketing department “get with the times” (management by in-flight magazine).

This workshop is for those who need to survive in these changing times even though they are not data scientists, algorithm magicians, or predictive analytics statisticians.

Each participant will receive a copy of Jim’s twelfth book:

Instructor

Jim Sterne, Founder, eMetrics Summit

Jim Sterne has been in data processing since 1979, an online marketing consultant since 1993, and an online marketing analytics consultant since 2000. Sterne focuses on proving the value of digital communication as a medium for creating and strengthening customer relationships. He is the founding president of the Digital Analytics Association and producer of the eMetrics Summits. Sterne was named one of the 50 most influential people in digital marketing by the United Kingdom’s premier interactive marketing magazine and one of the top 25 Hot Speakers by the National Speakers Association, to which he credits his degree in Shakespeare. He has consulted to some of the world’s largest companies; lectured at MIT, Stanford, USC, Harvard, and Oxford; and sat on a plane to Las Vegas grading the CRM strategy plans of a Nigerian mobile phone company for a course he taught in Singapore produced by a training company in Shanghai. Sterne is the author of 15 books on online marketing and analytics including his latest, “Artificial Intelligence for Marketing: Practical Applications” (Wiley, August, 2017)

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