Join us for a panel of experts who will discuss the importance of having a holistic approach to content, design and analytics when creating an overall digital marketing experience. We'll dust off personas and discuss how to level them up to make your communication efforts across all digital platforms more effective. You'll learn the importance of UX and design and how it can hold viewers attention. Lastly, we'll dive into analytics so your team can inform and infuse meaningful data into your decision-making processes. You'll walk away with: - An arsenal of tools to make creating, presenting and using your personas easier - An understanding of research techniques to bring more depth and insight to your personas - How to conduct user testing for likability, not just task completion - Time-tested principles of colour, content architecture and photography - How to easily-enacted strategies for crafting your web designs and content strategy to increase users’ positive impression - Link business value to web analytics - Defeat a “tag all the things” mentality & mature an analytics program