Post-Conference Workshops


WS1. Mapping Customer Journeys and Managing Content: How To Align Practices for Great Customer Experience

Thursday, November 30: 9:00 a.m. - 12:00 p.m.

Journey-driven engagement and content management go hand-in-hand. Once you understand the journey that your customer wants to take, you need to deliver the content that will advance him or her along the path. Many organizations are investing in developing journey maps - but they have yet to connect their maps to their content in ways that enable those journeys to be really effective and satisfying for customers, yet manageable and efficient for marketers and content managers.

Instructor Cathy McKnight leads this practical workshop that will show you how to overlay your journey maps onto your content management infrastructure and evolve your CMS as a true hub of engagement. Cathy starts the workshop with a brief journey mapping exercise, using a scenario developed in real time by attendees. After a brief review of the technology landscape for experience management solutions, attendees will learn the how to leverage their CMS and other marketing technology solutions to support the customer on his or her journey.

As a result of attending this workshop, you will understand the basics of the customer journey mapping process, and you'll be in a position to speak knowledgeably with colleagues, managers, technology partners, and service providers about your organization's infrastructure requirements for executing journey mapping strategies and tactics.


, Vice President, Consulting, Digital Clarity Group


WS2. An Anatomy of a Digital Marketing Audit

Thursday, November 30: 9:00 a.m. - 12:00 p.m.

Digital now accounts for more than half of many corporate marketing budgets, and was virtually non-existent a decade ago. To accommodate this growth, digital marketing operations grew rapidly and without much planning. As a result, many marketing groups run inefficiently today. In this workshop, attendees will learn how to identify problem areas, where inefficiencies are most common, and what to do about it. 


, Executive Editor, and East Coast Catalyst


WS3. The Right Way to Select Digital Technology

Thursday, November 30: 9:00 a.m. - 12:00 p.m.

Enterprises around the world are deepening and diversifying their digital "stacks." If you are a customer engagement or digital workplace leader, 2018 may well find you looking to implement new tools or refresh dated platforms. Fortunately, you face a wide and growing array of vendors willing to address your problems. But which ones offer the best fit for your particular circumstances?

This fast-paced workshop led by Real Story Group founder Tony Byrne will explain the broad intersecting marketplaces for digital solutions. Tony will sort out the key players and business models, and offer you a roadmap for deciding which types of technologies and vendors provide the best long-term fit for your needs. Each participant will receive a free copy of Tony's new book, "The Right Way to Select Technology: Get the Real Story on Finding the Best Fit" (Rosenfeld Media).

The workshop will answer several key questions:

  • How can you quickly distinguish among the 150 major toolsets across these marketplaces?
  • What are the critical, can't-ignore architectural distinctions you need to make?
  • How are these marketplaces likely to evolve in the coming years, and how can you best align your firm to take advantage of future innovation?
  • How does WCM intersect with DAM, Marketing Automation, and Social technologies?
  • How can you insure that your selection process meets your original business objectives?
  • Which should you pick first: Agency, Integrator, Vendor, or...?
  • What are some major pitfalls others have made that you can readily avoid?
  • What is a more practical and modern approach to traditional "waterfall" methods of selecting technology?

Bring your own strategic technology conundrum to this workshop, and come away with some practical advice for moving forward in a positive direction.


, Founder, The Real Story Group


WS4. Making the Most of Digital Globalization to Deliver the Best Experiences Globally

Thursday, November 30: 1:00 p.m. - 4:00 p.m.

You know there is no great local experience without global excellence. However you may wonder where to start and where to go in order to do the right thing at the right time for the right people around the world. If you have doubts, issues or questions about the international expansion of your content or products this session is made for you. Whether you are in a globalizing startup or in a well-established multinational the fastest and safest way to be digitally attractive and competitive is to embrace diversity, automation and customer centricity upfront. You also need to translate these directions in your digital transformation plans and your acceleration efforts. Customers want to be understood, considered and delighted both individually and collectively. They require digital experiences reflecting who they are, what they do and where they want your business. They are in control and their power is borderless as they can switch to your competitors in one click or with one word if you do not speak to them linguistically, culturally and functionally. Therefore it is crucial to deliver digital experiences to make Global go together well with Growth. Join this session to take the fast track to unleash globalization value and build assets with:

  • A robust framework to execute digital globalization end to end, maximize local resonance and create value along the way
  • Globalization do's and don'ts to incorporate your objectives in an actionable roadmap
  • A digital content and experience value chain leveraging internationalization, translation, localization and customer experiences globally
  • Recommendations to position or elevate digital globalization in your organization, keep it sustainable and use the appropriate resources internally and externally
  • Technology enablers empowering you to manage a multilingual and multicultural content supply chain boosting digital experiences across geographies
  • Performance indicators to capture and measure content effectiveness globally
  • Practices to put digital globalization in action in an agile and lean fashion

, Director Of Globalization and Localization, The Nielsen Company


WS5. Designing Taxonomies and Metadata for Content Management

Thursday, November 30: 1:00 p.m. - 4:00 p.m.

A content management system (including WCM, ECM, and DAM systems) supports the categorizing or classification of content through the use of taxonomies or metadata, which can greatly enhance the ease of content retrieval. But simply importing an off-the-shelf taxonomy or metadata schema is not sufficient. Taxonomies and metadata need to be designed to best represent the unique content set and the particular users.

The workshop will begin with an introduction on basic principles and best practices in taxonomy design for hierarchical and faceted taxonomies, including term wording, hierarchical relationship rules, and the creation of synonyms/alternate labels, using real life examples. The workshop will then also cover these issues:

  • Building vs. buying a taxonomy
  • Engaging stakeholders
  • Developing taxonomy vs. metadata
  • Representing categories as folders vs. as tags
  • Designing shared vs. separate metadata for different purposes
  • Testing the taxonomy
  • Developing tagging policies and governance plans

A recent blog post by the instructor introduces some of these issues:


, Senior Vocabulary Editor, Gale/Cengage Learning


WS6. Did You Say: “Lift and Shift?!” – A Survival Guide to Content Migration

Thursday, November 30: 1:00 p.m. - 4:00 p.m.

It all starts with progress. A new CMS platform that can do so much more - think reusable content, modular page designs, dynamic display, and personalization - in short, the answer to your content management woes. All that's left to do is to migrate all your content off the old platform and onto the new. Easy, right? As anyone who has ever gone through this process can attest, nope, not easy, not even a bit!

Join Lindy as she walks through the 4 steps you should go through to ensure your migration goes as smoothly as possible:

  • Identify and Measure
  • Rationalize
  • Map
  • Migrate

She'll spare you the house moving analogies and get into some real-life examples of content migration - the good the bad and the ugly. As part of the workshop, Lindy will also guide you through a hands-on content mapping exercise that has been used to streamline migrations for organizations large and small, B2B, B2C and non-profit.


, Partner, Chief Strategy Officer, Deft Digital