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Insight to Action With Deloitte: Driving ROI With Marketing Analytics (Cloud Next '19)

Sharon Harris
VP, Alliance Relationships at Deloitte Consulting LLP
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Google Cloud Next 2019
April 10, 2019, San Francisco, USA
Google Cloud Next 2019
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About speakers

Sharon Harris
VP, Alliance Relationships at Deloitte Consulting LLP
Matt Mager
Global Partner Solution lead at Google

Having more than 18 years of traditional and digital media experience, Sharon is a new media pro whose influence and know-how has contributed to branding and launching numerous campaigns and products. Sharon focuses on data and organizational development and design. Prior to joining Deloitte, Sharon was a Senior Product Manager with T-Mobile, with responsibilities for building a native application for retail messaging. Before that, she was the Global Lead Product Marketer on AOL’s mobile team working to integrate the mobile offerings of AOL, Millennial Media, Verizon and Microsoft.

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In his 11+ years in the adtech/martech space, Matt has contributed to hundreds of tech implementations for marketers in nearly every vertical, across more than a dozen products and on 5 continents. Matt's focus is on building the right architecture to ensure success for today and future proofing for tomorrow, and his current role is helping provide tools so the Google Marketing Platform's largest service and sales partners can do just that. Before Google, Matt was the Director of Sales Engineering at [x+1] and worked at AOL as a product manager, helping architect the products currently still powering the supply-side of that exchange.

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About the talk

Join Deloitte as we discuss the power of Google Marketing Platform (GMP) and Marketing Analytics on Google Cloud Platform (GCP). Reaching customers at the right point in the purchase funnel at scale based on historical models is a goal of marketers. Improve insights-to-action timeline is the value of using the GCP. In this session, you’ll discover how to deliver faster insights, help drive action, and increase ROI, leveraging the power of Marketing Analytics on GCP and GMP. We will illustrate how a flexible data architecture allows clients to answer very granular business questions.

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Hello, and thank you for joining us. I know it's really late in the day, but we're so happy to see all of your faces hear. My name is Sharon Harris. I am the VP of alliances the Deloitte and I oversee our relationship with the Google marketing platform and I am thrilled today to be joined by my partner and my technologist extraordinaire Mister Matt major. Hi. I'm mat major. I'm a global partner Solutions lead on the Google marketing platform and the ads products. So today we're going to share with you how the Google Cloud platform

and the Google marketing platform are coming together and this is really exciting particular for us marketers because it's all about how can we leverage this technology? And today we're going to look at it through the Winds of a marketer in the retail space retail is an industry that's really near and dear to my heart and it's also an industry that's really experiencing to change a lot of disruption and certainly is under siege. You know, whether you're a brick and mortar store where they are online Mom and Pop Shop. Everyone is really engaged in a battle today when it comes

to retail using retailers are focusing really going to showcase the power of marketing analytics on the Google Cloud platform and most importantly what we now refer to as Cloud for marketing. So let's get started. I have to slide for a couple of reasons when you think about at least 40% of the businesses that we know today or going to die in the next 10 years. So very ominous fly, but I think it's really important because it articulates in the very clear way. What's at stake? I do believe however, it does

provide some insight into what we're going to talk about today and that there's still hope why we seen many of our beloved retailers fade away. Whether it's Brookstone or Henri Bendel or we sing stores close like Payless or Gymboree or Victoria's Secret there still. Hope one of my favorite retailers closed Toys R Us. I was really sad to see Jeffrey pack his bags make that last exit out of the store cuz that was the fun part of my childhood. That wasn't just in the conic brand for me everyone love Toys R Us but this quote really

symbolizes. This is where we are right now and this is really a critical juncture if you're in the audience and you're working for a retailer or you're a marketer, this is really a pivotal moment today. Now I spent over 20 years in the marketing space of a variety of different roles and I can tell you firsthand the job of a marketer is very difficult, you know the average CMO that 10 year is if they're lucky 18 to 24 months if you're not showing results and those challenges are continuing to evolve and their new concerns, but their new opportunities at every

turn top of the list of challenges is how do you keep Pace with a technological change? All of you were here Google Cloud next because you know what those next technological changes are looking like and that's a really important and more and more marketers are starting to come to the table and understand how to leverage that change. When you look at those top five challenges, we got other things to think about you got to think about. How do we get the right talent in our organization? How do we create engaging digital content? How do we have the right skills in our business?

And one of my favorites is how do we measure the effectiveness of digital content as a marketer? I can't manage what I can't measure and that's really critical and that's where once again the technology can truly help me. You know, I was really sad to see Sears file bankruptcy Sears the original Superstore the precursor, if you will to the Amazon Sears and iconic American brand everything you wanted from batteries to dress Sears Kenmore appliances two tires Everything

Everything Under One Roof by animals. Chubby kid clothes every You could possibly meet under one umbrella. That was the destination for the family on the weekend. If your family was like mine Sears, we got the tires rotated got a new battery picked up some clothes some fabric even everything under that single store. I was really sad to see them say farewell because it seemed to be the end of a major error in our country, but I say this because I do believe that there is still hope and

today Matt and I are going to share with you some things that we believe will help you avoid some of the pitfalls meaning of these other retailers have experienced. Now goes without saying a key issue for a marketer today is trust consumer trust is Paramount. We've all heard the horror stories of data breaches, you know, the demise of many retailers a lot of its around they didn't leverage their data and we all know everyone in this room knows we talk about data constantly data is the number one strategic priority of marketers,

especially retailers data. Is that new currency? It's the new oil. It's the lifeblood of the organization and if you don't really have a handle on it, you're not going to be successful in this current landscape now and advertising. We often say, you know, not curing cancer not making the world safe for mankind. Just making a head. I'm like Physicians you do marketers. We don't take enough. But today I want us to take a note and the marketer the old man want you to take is really critical and it goes like this as a marketer. I vow

to know my customer. Be my customer and empathize with my customer. Those are the critical things. You must do with a marketer, but of course you might be asking yourself. Where do I begin? I got lots of data. Lots of Silo data. I've got different organizations different stakeholders. I've got the finance person breathing down my neck going. What are you spending? All that money on you got lots of challenges that you're facing. So, where do you begin? the technology and

traditionally for marketers using Google that technology has been the Google marketing platform. That's been the place where marketers have gone to do the work of knowing their customers and empathizing with them better, but they haven't always been called that. So who here has used one of these products before? lots of hands raised High Raven Analytics Maybe I'm now dv360. Yes. Keep your hands up if you have used more than one of these products. Great, so, you know already and most of you here have seen or sit next to someone who

does know that these products have been loved and used for years, even though they haven't been called the Google marketing platform together already share touch points and behaviors in a privacy positive way allowing Brands to drive the relevance to make sad the useful and build the relationships that users need to ensure that the brand stay top-of-mind. The unified Google marketing platform is comprised of four products along media-buying ad-serving. And creative management and for

analytics products on tag management site analytics data visualization and web page optimization. This is the Legacy analytics 360 suite and a double click platform together these products make up the Google marketing platform, which is a really great place to start to know and empathize with your customers. But the Google marketing platform is really only part of the picture. I mean, we're not at gml. If we take the ads data and the marketing data alone, we can only do so much. And for those of you who are marketers, you're probably

doing as much as you already can what we need to do is we need to use the date of its available to do more interesting things more in-depth things to know and to communicate better with our customers. Think about the business challenges. You could solve if you added your point-of-sale data to your ad Behavior. Think about the questions that your business is asking you that you could answer if you just had the CRM data and next to the ads impressions. How much more can you know and empathize with your customer if you just have more data connected? We're now at a point where

CRM in offline data, like point-of-sale are in places where they can be leveraged faster together with ads and marketing data. They can really help tell both sides of the business more things and help them know and empathize with your customers better. The martec in the Aztecs, I'd obviously we'll get a lot from this but in time the production and supply chain side will too. So cloud and Google marketing platform together make it possible to be build a better more impactful campaigns and add vital data to your CRM. This enables a better personalization strategy keeping users

engaged and connected and that I'm sure is that your data is in a private secure place and is more thorough. And of course, I think it's great. I work a Google. But from your perspective, why should marketers care about Google marketing platform and Google Cloud together with the Y 40% of all businesses will die in 10 years. The stakes are high. So when you think about the Google Cloud think about an open and secure environment when it comes to privacy and safety of

consumer data, you can't afford anything less and if you want to put your business at risk because you've chosen a platform that isn't open secure and safe. Good luck. Nova customer we took the you know, the customer be the customer empathize with a customer collecting and storing data in the cloud allows for faster analysis. What you really drives your decision-making process. Remember if you have hard dollars real Investments on the line, if you're not making the right decisions and choices, they can have catastrophic consequences for your

business today. Every second is precious and it's Marketplace cir machine learning machine learning gives you the ability to solve very complex problems and ml is already a component of the Google Cloud platform. So you can easily leverage it to advance your marketing capabilities. And as a marketer to Jay you really want to be truly data-driven The Leverage ml. So what does that look like? For those of you would like to look at architecture and are playing their phones up now to take pictures of it. You're

probably things slide like this already. We can bring in data from the Google marketing platform Technologies, like Google analytics 360 display and video 360 and Google ads like YouTube and AdWords data. This can all be stored in bigquery storage and with bigquery compute. You can use cloud datalab and Cloud ml to run sequels at to run SQL queries and also to to create clusters for advanced segmentation. In terms of visualization. I think it's really important to note that all of us don't look at tabular data all the time. It's really important that

for those who are making decisions who aren't going to be actually building out the data sets that they understand what's actually happening. So building out of visual layer is really important make it easy for the marketer. I already have a hard job. I got 18 to 24-month to show some results help me make the data work for me. That's really the key to visualization. So I'm happy you're doing that for data Studios awesome. But some people like to use looker a tableau great tools. And so the Google Cloud platform allows you to create visuals using any tool that you like. For

those of us on the Google marketing platform side, once you built out the Clusters that you're interested in using you can push those in through what's called Data import into Google analytics 360 to run ads on display and video 360 or across the Google ad products like YouTuber search the really great way to very easily leverage what you've already got and do things that you can't do inside at the user interfaces of those products. So on a high-level a really easy example of what we're doing together with the light today. Looks like that. We start with big break.

We use the most awesome easy to use Simple tons of connections bigquery to take all of the data sources that we have and put them together. We add in the display and video 360 data using data transfer files as well as Google add data from YouTube and AdWords. And also there's a native bigquery export from Google analytics 360 that allows you to put that into bigquery as well. Not for the client that we have that we're already doing this with they've got some data from Point of Sales transaction and customer databases that they wanted to add in. So we use

data prep due to structure that in a way that can sit alongside the ads data. And then here's where the magic happens. Pastor pulling up your phone's going to Skype. We get two things out of this once that data is structured and put in a way that we can use it. You can get more analysis and activation out of in and out for analysis. It's important to note that you can pass the audiences back into the tools for measurement and visualization. You can also just pull that into a visualization to self. And then for Activation within the Google ad products

like dv360 and ads for YouTube and search it's possible to actually activate across segments that you built that have both the display video 360 data the Google ads data and also the behavioral data from your site again. This is a very basic example, even without getting into machine learning or the AI part. Now showing the real magic. So this is what people really think that they need when they first start write. It needs to be super complex that needs to solve all my problems and needs to solve all of my challenges and every single stakeholder from the

CEO down to every single coder needs to be in agreement before we can do this. This is something that Deloitte has already suggested to some clients and I think that we're going to be building it out, but it takes a long time to get the stakeholders Wrangle together. Empathy is really complicated is what this says very complicated remember that is very very complicated. But you really can't start with this is a goal. This is too big to selland's all the stakeholders necessary. So we've always suggested that you start with something simple

high-value and scalable. That way teams can buy in on making the project and the scope bigger and more complex overtime. If you start with that first slide, you're going to scare off a lot of people and we don't have time to scare people off. We need to bring them in. End of the day the German marketer, you must prove value with clear goals. They have to have quick wins. Once again, you're really up against the clock. So you want to make sure that what you're delivering is going to really work. So the constructs of test and learn its key to help you close

those gaps. Now we're going to take a look at some examples of very very straightforward retail clients use cases and is a marker there's some frequent business problems that you're trying to solve and we're always Focus. Once again what know the customer be the customer empathize with a customer. So these fiber the highest historical Spenders in your business those online-only Shoppers, you got to love those folks heavy browsers that don't log in through not getting any authenticated data-heavy couponers how many people love coupons?

Show of hands that's it. Nobody likes to save money. Come on get on the coupon bandwagon. My favorite is loyal customers that buy in store and online. I have to raise my hand really high for that one because that is me all day everyday YouTube. I knew it. I knew it does we think about these use cases? These are really poor to the retail space. And as we go through this we going to really focus on Two And the first which is really found a foundational used case. This is all about how do you unlock the data that you

have so that you can start to control it. You can start to leverage it you can start to really use it in your business. This is a critical Step In the Journey. You really can't go forward unless you have this Foundation built and this is all about building an advanced data infrastructure for media insights as a marketer. You're always asked. Am I getting the value out of my media spend that I should my reaching the Right audience. Am I reaching them at the right frequency? Is it with the right message? And sometimes you really can't ask your agency? What can you

do to really understand the performance of it? So Matt tell us what we do has done this for marketing. I'm already using data transfer files from displaying video 360. They're using bigquery in R and data visualizations in business intelligence tools to drive detailed media analytics. So what they've done is they've taken those data transfer files and they've done with them more granular insights, then you can get from the user interfaces of those tools alone. And then looking at that granular data, they have the ability to more accurately. Look

at media metrics including reach and frequency. This seems like a bass case because it is again, we wanted to start with something simple scalable and a high value because this provides the infrastructure to deliver Advanced media insights. So again, we're suggesting for you to start with something simple and foundational prove your case. Bring people over that's really critical value that is derived from doing this as you're traveling from the left side to the right side data comes in and it's on structured or it's structured but not in a way that's congruous

with the rest of the data that you have and as we provide more and more structure and more and more details emerge we can start to get more and more insight. So things like understanding cross campaign conversion and user overlap is kind of basic but as you get a quick when you get more teams bought into it, And then you can start doing more advanced things like trending analytics and visualization is off of what you've already built and then starting to get into Predictive Analytics customer lifetime value turn propensity etcetera. And then you then you get to start doing activation

at scale. I mean the true the true goal here is to be able to do things quickly scalable and automated if you can again this is the base case for really anything including her second Justice which is all about data-driven segmentation. And when you think of data-driven segmentation is a marketer. Yes, you want to know your customer but you need to know is this a loyal customer? Is this a new customer you want understand? Can I discover new customers? Cuz that's alternately the real prize and when we segments and categorize

customers that really drives their decision-making process and It ultimately leads to Greater efficiencies. Which give you stronger returns somat once again how we're going to pull this off. Remember that old slide collect cluster visualize and activate almost the same story. But what we can do is we can take that point-of-sale data along with side analytics and CRM data and run machine learning clusters on it to find meaningful behavioral insights. So identifying user attributes of each cluster that when user show up and behave in certain ways that we can then put

them quickly into a segment that might be able to be activated or at least be visualized so we can start looking at trends. And then finally activating those clusters when possible for media buying and displaying video 360 Google ads or other media channels. So let's look an example of how we might apply that to an actual user situation and Because it was just her birthday. We've named my hypothetical user on my mom Audrey with us today, but he's here with us in spirit cheering her beautiful smile and you'll be much longer session if she was here.

Anyway, we're going to say that Audrey just went online and went to an Electronics retailer and bought a camera. Now she might shop at that Electronics retailer online pretty often. So we might have some CRM data about her and we have the ga 360 purchase data and maybe some behavioral data. Do we have some insights already now, we're displaying video 360 or with other activation channels. We could do things like sending her ads for the accessories that she might need for that camera or I'm suggesting that she bundled together memory cards, but that's kind of all we

can do and say things related to exactly what you're doing right now. But if we're adding things like machine learning tools across our entire CRM and across all of the behavioral insights that we can pull we can cluster Audrey or my mom into a group of people who are frequent Travelers. So we start getting insights about people who have bought cameras, but I've also bought things like International Chargers or lots of different cords for things because they lose them and we know that people who are frequent Travelers don't just Buy cameras. They also buy noise cancelling headphones who

has noise cancelling headphones who travels a lot. Yeah exactly that kid in the fourth row. You know who I'm talking about. The reason that that's important is because because then we can start segmenting out users who've done some of the things that were interested in but not all of them. So we take this at user Audrey we start to Cluster users like her that have done things like bought a camera. Are identified as a frequent traveler but haven't bought those headphones and then we can tailor ads to those people specifically like showing them ads specific to your frequent

traveler Audrey. We know you bought this camera and hear some headphones you might want to Audrey season ad she's a higher likelihood of buying those those headphones before her next trip. You're really good son. Mother's Day is approaching sounds like a good gift for Mom. I want to I want her to hear when I call. So today we walked through architecture and examples of two really important use cases to bring together Google cloud and Google marketing platforms to help, you know, and empathize with the people who matter to you most your customers. The Better Together story is

about doing that at the pace of change of the industry your business and the people who are buying you and keeping you alive. Without a doubt. We hope the information that we share today from the perspective of a marketer and Retail and of course the technologist have somehow been enlightening to you. You know, I absolutely love technology. But what I love more is what a technology allows me to do. I like it to be actually seamless and in the background because I want to be the person in control and for marketers and especially retailers Google Cloud gives you that speed

and privacy and security to do what know your customer be your customer empathize with your customer. Secondly predict marketing outcomes. You want to know where the puck is going. You don't want to be where it is. You want to be ahead of those Trends and as a retailer and a market or whatever your product is, you need to have that ability. So you can harness the technology to help you do that. And then thoroughly personalized experiences consumers are demanding more and more personalizations. Want ads products and experiences that are

relevant to us that speak to us. That's really critical. So if you don't take anything away from what we talked about today, take away these three things when you think about the Google Cloud know your customer predict those marketing outcome and personalize those experiences on a platform that gives you greater speed privacy and security. Now we've been powered all of you with this great information so you can be change agents in your organization. And that's not a difficult past change is always hard but it all begins with

something very simple call the conversation. You know, it's always like when your significant other says, you know, we need to talk. Let's have a talk or conversations things can be challenging but for an organization, the biggest turtle is really around shifting mindset evolving the culture of the organization can sometimes be your number one obstacle, you know, having those conversations early and often is really key because you really got to work to bring down the silos in marketing and technology and sales and operations and finance

because ultimately every single aspect of the business is made better when you come together. And if you don't it's kind of clear what's going to happen. Sears in the Toys R Us is of the world. They made what they could have done with their data, you know have they use these kinds of Technologies or if they have been available to them. We may not have to say goodbye to Jeffrey, you know about it. Those are real real consequences of when you're not leveraging

the technology. And the other thing that goes kind of without saying is that we need partners and marketers and Google and other ecosystem players involved to get this done. We need especially strong Partners to be able to help marketers through these challenges both with the communication part of it and the delivery itself. That's why the really complicated one. Very few marketers can do that by themselves some can but very few can do it. So we need partners that are really enabled and able to do this and I want to say thank you to you

Sharon for being such a great partner. Thank you for being my technologist extraordinary Google. But you know, we hope you've enjoyed this presentation. We knew it was the end of the day. So we were going to keep you the entire 50-plus minutes. This was standing probably between cocktail music. What have you what we hoped you found this valuable and we're happy to take your questions and you know both Deloitte and Google are here to help. But before you exit, did you have something to ask of you your feedback complete the survey session in the mobile app, and of course is

Matt shamelessly says 5 stars is always better than one, but we would love to hear from you. So if anyone's got any questions a couple of microphones here, and I know that we don't have anything on the door right now. Thank you so much for your time today. I got a question. Just curious about a little Google what type of tools you guys provide to enable marketer to run experiments? I'm sorry. Can you repeat that? What kind of tools do you have to enable marketing team to run experiments. I do understand customers you need to run experiments. There are a couple of different

kind of experiments that you might be talking about and some are on the website. So if it's a web it experiment there's optimized360. There's a free version of optimize as well. You can take a look at that that can actually if you're using the Google analytics 360 product you can take audiences directly from Google analytics and push those into optimized360 for tests. It's a really great product. It's not as used as some of the other GA 360 Suite products, but it's really excellent night. I suggest you try it in terms of other testing scenarios. There are some within the ads products and

you'd have to ask someone within Cloud who can give you more just pull up on that. Do you have any all the time that Jason tools across channels? Not just a miser. You have some more cross-channel optimization tools that that's basically what I'm asking for. So currently I'm not aware of a cross-channel optimization tool there were some technologies within the attribution 362 originally that were slated to do that but that is not currently unavailable product

This is a general question. And I wondered if you could talk a bit about how you think privacy and interests of customers in terms of having more privacy or maybe control of their data and how that might affect the marketing ecosystem. I mean you no data is definitely in privacy is a Hot Topic. I think first and foremost is a marketer. You need to understand consent consumer consensus everything. So if you're collecting data and it's important to have your own first-party data, make sure you have the right to consent all that's going to be key. And then once again any to be

first-party data, you know, we talked a lot about data breaches and a lot of that stems from the fact that many marketers and many Brands don't really own their own data. They've got their data siloed is cross-platform. They got different agencies in there. So they don't really have great visibility nor transparency into what's happening, but they're a couple of things that I really Stress to people today pay attention to the regulations. We already have gdpr in Europe. We have CCPA or the California consumer protection act. That's about to be ratified here. Those are really going to be

game-changers for how you think about the collection and storage of data. So first-party data is really critical and because if you don't have it the penalties for those data breaches or not, just the loss of your customers, but also some pretty hefty fines. Thinking of my face speech as far as the new user ID is unavailable on data transfer files from a double click. So that's correct. Yep. So did you make this case before the cemetery? So thank you. For those of you

who are not aware of data transfer files as we describe from the displaying video 360 product and campaign manager product to do not include user ID. So the full cookie stream information. However, that information can be can be use not necessarily joined directly to the ga 360 data, but also things like time-stamping or other predictive cases can allow you to still get insights from there is also an additional product set that could potentially solve some problems or questions about data transfer files that are

missing user ID fields, and that's something that you should talk to your Google team about One more, there's about tomorrow. Hijack Matt Matt Jarrett. Thanks very much for sharing all this very helpful. Really appreciate the fact that this might be one of the first examples I've seen where a Google Cloud platform is being Illustrated as an integral part of the solution that the Google marketing platform can deliver. So congratulations on the one Google theme here, it's all so affirming to show that despair data can be

Consolidated to create better audiences. My question is will we be seeing more of that will we be seeing more of one Google? Where are the Google Cloud platform becomes a foundation for the great work that you guys do on the GMP side? I think it's pretty safe to say that. Yes, we'll be seeing more of that what that will look like from from day-to-day quarter-to-quarter year-to-year may change, but I think everyone on both the clouds and the GMP side know that we need each other to be able to answer the fundamental questions and challenges that marketers have today looking forward to

seeing it. Thank you. Well, thank you very much everyone for coming today. Thank you Sharon. Thank you. Enjoy the rest of your neck.

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