Schedule of life-altering happenings, experiences, events, and encounters!

Marketing Evolution Experience - London - Day 1 - Wednesday, 17th October 2018

8:00 am
Registration
9:15 am
Room: Creative 2
Welcome & Opening:
Jim SterneMarketing Evolution Experience
Founder
Marketing Evolution Experience
9:30 am
Room: Creative 2
Keynote:

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.

Session description
Speaker
Rob McLaughlinSky
Head of Digital Analytics & Decisioning
Sky
10:25 am
Room: Creative 2

The RFM method allows you to obtain customers behavioural analysis in order to group them into clusters and to develop a marketing plan tailored to each specific market segment. We’ll explore how segmenting the market by when (recency), how often (frequency), and the amount spent (monetary) on a particular item or service can help you better understand your customers’ needs.

Session description
Sponsored by
AT Internet
Speaker
Alexander SmithAT Internet
Sales Manager
AT Internet
10:30 am
Coffee Break
10:55 am
Room: Creative 2

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.

Session description
Moderator
Jim SterneMarketing Evolution Experience
Founder
Marketing Evolution Experience
11:40 am
Session Change for Marketing Evolution Experience and Combo Pass Holders
11:45 am
Room: Creative 2

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. 

Session description
Speaker
Hannah ThorpeFound.
Head of SEO Strategy
Found.
Room: Specialist

What does the future hold for Digital Analytics? Will new releases make existing tools more powerful or are they due to be replaced by new tools? Do tools even matter or does the future of Digital Analytics depend on people and their roles? Are there new ideas being floated around that will become common practice in organisations around the world? Is the industry about to die due to the privacy and data protection laws? This is Peter’s vision for the future...

Session description
Speaker
Peter O`NeillLeapThree
Director
LeapThree
12:30 pm
Lunch Break
1:40 pm
Room: Creative 2

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 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.

Session description
Speaker
Nick KingAutoTrader.co.uk
Insight Director
AutoTrader.co.uk
2:30 pm
Sponsored Session:

Every business leader is grumbling over the shortage of highly skilled workers. There is good news. Today, everything is on-demand and borderless, including access to highly desired skills and professional services. The skills and talent we need are within our grasp if we operate differently, faster, more flexibly.  

Session description
Speaker
James SandovalMeasureMatch
MeasureMatch
2:40 pm
Session Change for Marketing Evolution Experience and Combo Pass Holders
2:45 pm
Room: Creative 2

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.

Session description
Speaker
Bhavik PatelMOO
Head of Site & Product Analytics
MOO
3:30 pm
Coffee Break
3:55 pm
Room: Creative 2

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.

Session description
Speaker
Matt GershoffConductrics
Cofounder
Conductrics
4:40 pm
Session Change for Marketing Evolution Experience and Combo Pass Holders
4:45 pm
Room: Creative 2
Keynote:

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.

Session description
Speaker
Doug HallConversion Works
Director of Analytics and Conversions
Conversion Works
5:45 pm
Networking Reception in the Exhibit Hall
7:00 pm
End of First Conference Day
7:30 pm

Dinner with strangers:
meet your fellow attendees.
See the registration desk for more information

Location: St Barts Brewery, 66 West Smithfield, London EC1A 9DY

Marketing Evolution Experience - London - Day 2 - Thursday, 18th October 2018

8:30 am
Registration
9:30 am
Room: Creative 2
Featured Session:

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.

Session description
Speakers
Matthew CurryLovehoney
Head of Ecommerce
LH Group
Lissa HyacinthFORWARD3D
Senior Data Scientist
Forward3D
10:30 am
Coffee Break
10:55 am
Room: Creative 2

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.

Session description
Moderator
Jim SterneMarketing Evolution Experience
Founder
Marketing Evolution Experience
11:40 am
Session Change for Marketing Evolution Experience and Combo Pass Holders
11:45 am
Room: Creative 2

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. 

Session description
Speaker
Gabriel Hughes, PhDmetageni
CEO and Founder
Metageni
Room: Specialist

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.

Session description
Speaker
Neil MasonAccenture
Digital Transformation Lead
Accenture
12:30 pm
Lunch Break
1:40 pm
Room: Creative 2

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. 

Session description
Speaker
Donal PhippsPentland
Global Analytics Director
Pentland
2:40 pm
Session Change for Marketing Evolution Experience and Combo Pass Holders
2:45 pm
Room: Creative 2

The first step in digital analytics is segmentation. How do different groups of people respond differently? Magda starts by explaining how to build a segmentation strategy and how to spot website behavioural patterns that uncover golden insights. She shares her methods of starting with general questions and digging deeper. Learn about segmentation based on site infrastructure, navigational facilitators, engagement metrics, demographics, devices, channels, search behaviour, and a lot more.

Session description
Speaker
Magda Baciu
Founder
House Of Progress
3:30 pm
Coffee Break
3:55 pm
Room: Creative 2

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 your 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!

Session description
Speaker
Jim SterneMarketing Evolution Experience
Founder
Marketing Evolution Experience
4:40 pm
Session Change for Marketing Evolution Experience and Combo Pass Holders
4:45 pm
Room: Creative 2

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.

Session description
Speaker
Olaf MeulPerplex internetmarketing
Digital Marketer and Owner / Founder
Perplex internet marketing B.V.
5:30 pm
Room: Creative 2

This is where the rubber meets the road and we find out if Jim came through on his promise. Are you different? How? What will you tell your colleagues, your friends, your family when you get home?

Session description
Speaker
Jim SterneMarketing Evolution Experience
Founder
Marketing Evolution Experience
5:45 pm
End of Marketing Evolution Experience London 2018
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