Digital channels offer organisations the ability to recognise customers and personalise experiences. What are the opportunities and associated risks? Rob recounts his journey at Sky including the ups, downs, lessons learned, and accomplishments. Rob's story is one of passion, politics, and technology, tied up with a pretty bow of data. If you're a Sky subscriber, you will be delighted and amazed by, and jealous of their ability to accumulate and coalesce the signals you send.
We advised, cajoled, and convinced the sponsors of the Marketing Evolution Experience to explain their offerings to you in the most straight-forward manner possible. "We solve this common problem, in this unique way, and we'd really like to show you a demo at our booth." The best ones have their clients present informative case studies. These are the people who make this all possible. They also have a unique solution to problems you may have, not even know you have, or are about to have. Worth your time.
All is not roses in the world of online marketing and analytics. It's time to get into a serious discussion about the topics of the day. Working in teams, you'll create your arguments, debate your point of view and compete for top bragging rights at the front of the room. You'll be gnawing on chewy problems like personas, machine learning, multivariate testing, privacy, attribution, and more. This is a chance to sharpen your rhetorical skills, find out what others are thinking and - perchance - have your mind opened even wider.
Thousands of options for collecting data, and all of it is imperfect. Overwhelming complexity, mired in uncertainty, is the norm. No single source gives all the necessary information to any degree of trust, yet, we are tasked with using this data to evaluate investments in content. Hanna walks you through how to make the best of the imperfect, how to find context and trends amongst the numbers to make informed decisions with perfectly imperfect data, and how to identify a good idea using research and a range of metrics to score creative ideas to benefit SEO.
GDPR: 4 months later - Was it the end of the World as we know it? A marketer's perspective on compliance
What does Best Practice Compliance look like anyway? Who did it well & who`s website broke? Who did too much! Covering the trade-off between improving website conversions, minimising user interruptions and still being able to run Adwords remarketing campaigns. Phil walks though the best examples of compliance that you can take away an implement today! It's time to really understand the differences between EU Cookie law and GDPR, the stuff you should absolutely not do, and innovate ways to ask for consent. Phil then gets specific about required changes to Google Tag manager for Adwords remarketing, settings changes within Google Analytics, and implementing right to be forgotten. Oh, and so much more.
Autotrader.co.uk is a huge marketplace: ~55 million searches and 85% of all car dealers in the UK advertise with us. Successful car dealers fear adapting to fit new high-speed tech demands of the millennial audience, and as a result are in danger of going out of business. That would be bad for Autotrader. Nick describes their contextualising exercise that illustrates shows how data can help them sell cars more quickly and improve their revenue and profit. See how data from multiple sources predicts the desirability of vehicle by region, how much dealers should pay for them, and how much they should sell them for. Like adding forensics to detective work.
Experimentation is a framework to help chip away at problems and generate meaningful hypotheses to test. In a world of growing marketing costs, experiments can help you find new levels of growth. So why do so many experiments fail? You can give each experiment a fighting chance by avoiding improper experiment design, human error, incorrect KPI's, personal biases and cross-contamination. Beware: this talk may contain scenes of a statistics nature and may be unsuitable for younger audiences... or people who hate maths.
A modern marketer does not have to be a data scientist to benefit from the latest tools and techniques. But one does have to have a solid understanding of what they are, how they work, and who can help you make them work. Matt describes the variety of advanced methods available to the discerning marketer and reveals the seven secrets to making the most of mathematicians. From marketing data management to fundamental statistics, from testing essentials to hypothesis development, and from organizational readiness to agency partnership, Matt sets you up to succeed with everything from predictive analytics to machine learning.
The client seems happy enough just to collect the data. Our job is to make them understand what the data is for. Once they lose their data virginity, they won't want to stop. Doug describes personal scenarios where the awesome power of data was liberated once the data was actually used. Learn the tricks and techniques of the stealth change agent leading to that threshold moment in a data empowered career. Machine learning, data science, optimisation, professional jiu-jitsu and good old political persuasion are on the menu. Learn how to convince clients (internal or otherwise) to actually take your advice on board and do something other than just stare at a dashboard.
When you've pushed Excel & Tableau to their limits, you might need a data scientist. Matt has worked in e-commerce for over 10 years and is a statistician by trade. But when faced with a growing number of data types, a growing number of algorithmic options, and a growing competitive landscape, he brought in a specialist. Lissa, armed with a background in custom attribution and a proficiency in R and SQL, built a series of tools to collect, visualise, and action the huge amounts of hidden data behind modern eCommerce sites. Together, Lissa and Matt share the things we've learned along the way about tracking, briefing in new projects and keeping their momentum, and the pitfalls along the way in terms of process and data engineering. They impart some of the cool stuff you might like to investigate on your own site. And yes, Matt promises to start off with the 50 Shades of Grey story.
Lectures are wonderful, but nothing beats the up-close and personal conversation you get in a group of six to eight like-minded, data-savvy peers. These discussion sessions have been at the heart of our events since the start in 2002 and have always been overwhelmingly popular. Don't miss out on the best way to share experiences, gain new contacts, and get help from the people who really do feel your pain. Do NOT misuse this time on your phone. Be Here Now.
Using machine learning for cross channel attribution is no longer the preserve of major technology firms. Brands are increasingly developing their own algorithms to deepen customer relationships, driven by the wider availability of scaled cloud platforms and ML technologies. The case is strong for attribution for custom models, since every brand has unique marketing challenges, data sources and a unique relationship with their customers. Gabriel explores case studies from major brands who have used ML approaches for custom attribution. He covers the technical obstacles and resource limitations to making it happen, including key issues of cross device measurement, integrating offline and digital, and using attribution to optimise the marketing mix.
Is your customer experience design in the hands of a creative agency? How often does the data drive the design of those experiences? Predictive and machine learning techniques can help undercover hidden insights about your customers, their needs, aspirations and behaviours to fuel experiential design. Neil shares a culmination of wisdom gleaned from three decades of customer analysis and segmentation, promotions effectiveness, and category management.
Congratulations, you're an analyst! That means you're on the hook for making your organization more data-enhanced while actually wrangling the data itself. Donal lifts the lid on change management for a top-down view of stakeholder requirements and buy-in, capability and data audits, and project prioritization. Then, he pries up the floorboards for an under-the-hood look at some essential R resources and methods for the analyst. Yes, while you are courting the C-Suite, you can also get up and running with basic attribution (Markov Models), create user flow sankey charts using BigQuery, and build a competitive assessment of Brand presence on YouTube. This mix of high-level politics and deep-in-the-weeds coding is for everybody.
Capitalizing on the success of his 2017 book, "Artificial Intelligence for Marketing: Practical Applications", Jim looks at what Marketing will look like in 5 and 10 years. Come see what the world of marketing looks like when everything is a screen, all you data has been traded away for a pittance, and marketers have new tools with which to make age-old mistakes. Marketing is about to get weird. Hang on!
Are we in the midst of an acute talent shortage for a special T shaped role? Or are we in fact looking for pie-shaped (π) people? Unicorns know data and marketing deeply, while understanding the business broadly. But where to find them? Don't panic. They may already be among you. They often take hazy career paths; their job titles don't always point in a straight line; and no, not all of them know how to code. Are you grooming yourself and the talent around you to take on these new roles? How do you know which kinds of technical marketers you need? How do you identify people on the path before they get catchy titles and buzzy salaries? Over the years, Hussain has worked with some of the best and brightest, and shares how to recognize the skills and habits that got them where they are. Additionally, he brainstorms a more structured path for YOU.
You are surrounded by people who have been there, done that, and lived to tell the tale. And YOU are one of them. That means you can not only glean valuable advice from these colleagues, you can offer some as well. You'll either be the Client or one of the Advisors, there to offer insight, help, and be a shoulder to lean on. Want some free advice? Do Not Miss This Session! And yes, the audience gets to vote on the Best. Advice. Ever. and the winning Advisor will be showered with praise and asked to join everybody’s Advisory Board and/or become their personal mentor.
Yes, you’re a genius. Yes, all the answers are in your reports and dashboards. But do your stakeholders really understand? Do they even read look? Olaf is on a journey to make the figures and data more fun and understandable for his target stakeholders. Using storytelling, visuals, interaction and psychosocial insights, he gets executives to pay attention to stats and grasp core insights. Olaf shows how he translates dry data into attractive and personalized videos with real actors and different movie scenarios. He then gathers proof that this approach is hitting the mark with dynamic URL's to measure which stakeholders open their video and which parts they watch. You too can get your insights into the C-Suite and communicate the value of your work.
What are cookies?
Cookies, among other things, help to make your visit to our website simpler, more pleasant and more logically structured. Cookies are information data which your web browser automatically stores on your computer’s hard disc when you visit our website. Cookies do not do any damage to your computer’s hard disc and they do not transmit any of your personal data to us.
We use the web analysis service Google Analytics to continuously streamline and optimise our sites for users. For this purpose, pseudonymised user profiles are created and small text files are used that are stored on your computer (‘cookies’). The information produced by the cookie about your use of this website, such as
is transmitted to servers of Google Inc. in the USA and stored there. This information is used to evaluate the use of our website, to compile reports on website activities and to provide other services connected with the use of the website and Internet use for purposes of market research and to enable these Internet sites to be made more user-friendly. If necessary, this information is also transmitted to third parties to the extent that this is prescribed by law or if third parties process the data for us. In no event is the IP address ever brought into association with other data relating to the user. IP addresses are anonymised to prevent them from being matched (IP masking).
Users may configure their browsers to prevent cookies from being installed. However, we would point out that in this case it may not be possible to use all of the functions of this website to the full extent
You can find more information about the web analysis service we use on the website of Google Analytics. You can find instructions for preventing your data being processed by the web analysis service at http://tools.google.com/dlpage/gaoptout?hl=en.
Unsere Websites verwendet sogenannte Re-Targeting-Technologien. Wir nutzen diese Technologien, um für Sie das Internetangebot interessanter zu gestalten. Diese Technik ermöglicht es, Internetnutzer, die sich bereits für unsere Dienstleistungen und Produkte interessiert haben, auf den Websites unserer Partner mit Werbung anzusprechen. Wir sind davon überzeugt, dass die Einblendung einer personalisierten, interessenbezogenen Werbung in der Regel für den Internetnutzer interessanter ist als Werbung, die keinen solchen persönlichen Bezug hat. Die Einblendung dieser Werbemittel auf den Seiten unserer Partner erfolgt auf Basis einer Cookie-Technologie und einer Analyse des vorherigen Nutzungsverhaltens. Diese Form der Werbung erfolgt vollkommen anonym. Es werden keine personenbezogenen Daten gespeichert und es werden auch keine Nutzungsprofile mit Ihren personenbezogenen Daten zusammengeführt. Sie können die Verwendung von Cookies durch Google deaktivieren, indem sie die Seite zur Deaktivierung von Google-Werbung aufrufen. Alternativ können Sie die Verwendung von Cookies durch Drittanbieter deaktivieren, indem sie die Deaktivierungsseite der Netzwerkwerbeinitiative aufrufen.