London, 11-12 October, 2017

Agenda

Data Driven Business London
etc.venues, 200 Aldersgate, 11-12 October, 2017


[parentagenda]


Review – Agenda – Data Driven Business London 2016

See all Session Descriptions

Day 1 – Wednesday – 12 October, 2016

Session descriptions day 1

12.00 am

8.00 am

Registration

9.15 am

Room: Premium 1+2

Conversion Conference:

Welcome & Opening

Stephen Pavlovich, CEO, Conversion.com ()

Room: Creative 3

eMetrics Summit:

Welcome & Opening

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit ()

Jim Sterne, Founder, eMetrics Summit ()

Room: Impressive Suite

Predictive Analytics World for Business:

Welcome & Opening

Prof. Dr. Sven Crone, Director, Lancaster Research Centre for Forecasting

Room: Creative 1

Email Innovations Summit:

Welcome & Opening

Bill McCloskey, Conference Chair, Email Innovations Summit, Founder, Only Influencers ()

9.20 am

Room: Impressive Suite

Predictive Analytics World for Business Keynote:

Doing Space-Age Analytics with Hunter-Gatherer Brains

Predictive Analytics is so powerful and so useful – everywhere – we are astonished that its widespread adoption has taken so long. Its modest risk and phenomenal return should lead rational actors to cooperatively pool technical and domain expertise to tweak production processes to the benefit of all. And yet, most early projects fail to be implemented – felled by fear, pride, and ignorance. But we can anticipate those foes! Recall that success requires solving three serious challenges: 1) Convincing experts that their ways can be improved, 2) Discovering new breakthroughs, and 3) Getting front-line users to completely change the way they work. No wonder there is resistance at every stage! John argues that it’s helpful to have a mental model of the human brain as not optimized for success in our modern life of safety and abundance, but for survival within a small tribal society. And that with this model we can better anticipate – and escape – the traps that we idealistic techno-nerds tend to blunder into as we try to bring life-changing fire into the tribal circle.

Moderator:

Prof. Dr. Sven Crone, Director, Lancaster Research Centre for Forecasting

Speaker:

Dr. John Elder, CEO & Founder, Elder Research, Inc. ()

9.30 am

Room: Premium 1+2

Conversion Conference Keynote

The future of testing: Optimisation beyond the website

Today, most testing is focused on the website’s user experience: optimising landing pages and forms.

But a conversion framework has the potential to optimise the entire user journey: from advertising to product, functionality and price.

As more experiences become digital, the opportunity for testing is huge. In this keynote, we’ll hear how companies like Facebook, Airbnb and Netflix are scaling by testing big and bold ideas.

Speaker:

Stephen Pavlovich, CEO, Conversion.com ()

Room: Creative 3

eMetrics Summit Keynote

Mentoring the Machine

If all the data you wanted were available, clean and normalized, and you had the most powerful tools imaginable – how do you go about asking the most valuable questions? Discover what the analyst brings to the table regardless of whether you are poring over spreadsheets or working with tomorrow’s AI systems. Think a robot is going to take your job? Jim explains how to accommodate the algorithm and collaborate with the computer. Machine learning needs to learn from somebody – why not you?

Moderator:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit ()

Speaker:

Jim Sterne, Founder, eMetrics Summit ()

Room: Impressive Suite

Predictive Analytics World for Business Keynote:

Doing Space-Age Analytics with Hunter-Gatherer Brains

Predictive Analytics is so powerful and so useful – everywhere – we are astonished that its widespread adoption has taken so long. Its modest risk and phenomenal return should lead rational actors to cooperatively pool technical and domain expertise to tweak production processes to the benefit of all. And yet, most early projects fail to be implemented – felled by fear, pride, and ignorance. But we can anticipate those foes! Recall that success requires solving three serious challenges: 1) Convincing experts that their ways can be improved, 2) Discovering new breakthroughs, and 3) Getting front-line users to completely change the way they work. No wonder there is resistance at every stage! John argues that it’s helpful to have a mental model of the human brain as not optimized for success in our modern life of safety and abundance, but for survival within a small tribal society. And that with this model we can better anticipate – and escape – the traps that we idealistic techno-nerds tend to blunder into as we try to bring life-changing fire into the tribal circle.

Moderator:

Prof. Dr. Sven Crone, Director, Lancaster Research Centre for Forecasting

Speaker:

Dr. John Elder, CEO & Founder, Elder Research, Inc. ()

Room: Creative 1

Email Innovations Summit Keynote:

The Future of Email (Marketing) in a world of Automation, Algorithms, Artificial Intelligence, Messaging & Pokémon Go

Dela Quist, CEO, Alchemy Worx ()

10.25 am

Room: Premium 1+2

Conversion Conference Sponsored Session:

Grow your sales up to 150% using Retargeting and your marketing skills – Case Studies

Mugur Frunzetti, Co-founder

Room: Impressive Suite

Predictive Analytics World for Business Sponsored Session:

RAYS platform, a solution enabler for Big Data Analytics

In this session we will present a short demo from a real use case to illustrate how RAYS platform takes advantage of the Cloud elasticity, a Multi-langages Framework and Automation to reduce the technological barrier and improve access to Big Data Analytics. In just one click you can scale up/down your environment according to your needs, gather, classify and use external data (IoT, Internet, Social Media, API,s, etc.), create and re-use original algorithms, to finally test the value of algorithmic business cases from massive and multi-structured data. In summary, we will present how machine learning and data science has been made accessible in an intuitive and graphical workflow designer crafted to suit your skills to accelerate your analytical journey by accessing a rich library of reusable apps as building blocks to build end-to-end Data Intelligence projects.

Speaker:

Santiago Castro, Head of Strategy and Portfolio

10.30 am

Coffee Break

10.55 am

Room: Premium 1+2

Conversion Conference Track 1 – All Levels

Tools and Techniques for Mobile CRO

Mobile visitors aren’t just desktop visitors with a smaller screen; the visitors often have different characteristics and expectations. So for mobile, which tools and techniques should you be using for research, testing and design? How can you get your visitors to convert when they are using their phones? Dr. Karl Blanks has designed pages for Apple, Facebook, Amazon and Google. In this session, he’ll show you techniques he has used on the mobile sites of some of the world’s biggest companies.

Moderator:

Stephen Pavlovich, CEO, Conversion.com ()

Speaker:

Dr. Karl Blanks, Chairman, Conversion Rate Experts

Room: Premium 3

Conversion Conference Track 2 – Intermediate

The Ultimate Test Setups: Become the True CRO Scientist that Delivers

Still dealing with page flashing? Facing the horrors of skewed data? Or is c-level complaining they don’t see the uplift of the test winner that was implemented? Don’t worry you probably missed something in your test setup and it happens more often then one would think. Learn about the technical aspects behind advanced test setups and become the CRO scientist your business can rely on.

Moderator:

Duncan Heath, Head of Conversion Services, Fresh Egg

Speaker:

Rudger de Groot, Owner / Digital Optimizer, Mintminds

Room: Creative 3

eMetrics Summit Strategy

Turning a Reporting Into an Action System

Practically and tactically, what can you do today that actually has an impact on the business bottom line? Matt describes how he uses analytics data on a daily basis to advance from a basic reporting system into an Action System. Matt breaks it down into easy-to-follow, concrete steps. Sure, he’ll show a few indelicate product examples and yes, he’ll include a look at Lovehoney’s efforts in personalization and building their own DPM, but mostly Matt sticks to real-world, hands-on, pragmatic, procedural arrows you can add to your quiver. You’d expect nothing less from the largest online sex toy retailer in the UK at the forefront of developments in sexual wellbeing and ecommerce.

Moderator:

Jim Sterne, Founder, eMetrics Summit ()

Speaker:

Matthew Curry, Head of Ecommerce, LH Group ()

Room: Creative 2

eMetrics Summit Tactics

Digital Analytics Implementation Strategy in a Large Company

Sky UK has adopted a sophisticated strategy for analytics implementation due to their vastly different business areas and KPIs. Andrew’s passion for entrepreneurship, automated reports and personalisation, has kept him engaged at Sky IDS and he shares his progress keeping a Global Documentation reference, aligning priorities against limited resources, moving the business to a more self-serve model and creating a consistent user interface feel across multiple devices and platforms.

Moderator:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit ()

Speaker:

Andrew Gerhardt, Implementation Principal, Sky IDS

Room: Impressive Suite

Predictive Analytics World for Business Track 1

Forecasting: Clear Simple and Wrong

Being able to predict customer demand for a particular product and have that product available for sale when required is a fundamental get right for any supply chain. But what if everything we try doesn’t work, and in many cases appears to make the forecast work? Alex gives an account from Shell’s Lubricants Supply Chain on the journey taken by the newly formed Central Forecasting Team in an effort to turn-around and improve a failing metric (Forecast Accuracy) that was being blamed for a wide range of organisational pain. Alex touches on the various ideas that didn’t work (from flat targets, to simply manipulating the data) and the affect these had, before moving on to the later ideas, and career risk, that began to move the needle in the right direction. Key take always include plenty of things to avoid, some useful tools such as segmentation, and the simple question to ask when nothing else works.

Moderator:

Prof. Dr. Sven Crone, Director, Lancaster Research Centre for Forecasting

Speaker:

Alex Hancock, Head of Treasury Analytics, Shell Oil Company

Room: Innovative Suite

Predictive Analytics World for Business Track 2

Developing Sales Strategies through Predictive Analytics

At Reed Exhibitions, world’s largest event organizer, being data-driven and serving customers across 5 continents and 44 industries cannot be about sophistication and confusion. In this talk, Salman sheds light on how predictive analytics is used to develop data-driven capabilities that accelerate, enhance, and in some cases even automate next generation customer retention and renewal strategies.

Moderator:

Chris Turner, Co-Founder, StrataBridge

Speaker:

Salman Taherian, Global Head of Data Innovation, Reed Exhibitions Ltd.

Room: Creative 1

Email Innovations Summit Panel discussion:

Innovations in Email Design Part 1

Email design is no longer trapped in a world of static content and table-based code. Creative marketers have partnered with design and development teams to “push the envelope” on email design techniques—incorporating interactivity, animation, responsivity, and advanced targeting to surprise and delight their subscribers with what is possible in email.
Join this fast-paced session as 4 industry thought leaders share examples of the emails that have inspired them, and see why email design has moved past 1999. And don’t miss Part II where our experts will discuss recent changes to Gmail and what marketers must do to push innovation forward.

Moderator:

Justine Jordan, VP, Marketing, Litmus ()

Speaker:

Elliot Ross, Founder, ActionRocket, Co-Founder, Taxi for Email ()

John Thies, Co-Founder, Email on Acid ()

Mark Robbins, Email Developer, Rebelmail ()

Justine Jordan, VP, Marketing, Litmus ()

11.40 am

Session Change for Combo Pass Holders

11.45 am

Room: Premium 1+2

Conversion Conference Track 1 – All Levels

How Hotels.com Moved To A Mature Testing Programme

Discover how the team at Hotels.com moved towards a “test and learn” programme. Running over 500 tests annually across 80+ sites – and with increasing competition in the travel industry – Hotels.com is using testing to direct its product design. In this session, David will share the secret behind Hotels.com’s test and learn programme, and how you can rapidly scale your organisation’s testing.

Moderator:

Stephen Pavlovich, CEO, Conversion.com ()

Speaker:

David Nye, Manager, Experimentation and Web Analytics, Hotels.com

Room: Premium 3

Conversion Conference Track 2 – Intermediate

Data Driven Marketing

Learn from Rosin in die session how using advanced analytics, customer journey, audience signals and controlled marketing experiments will help you to understand the causal relationship between marketing mix and business outcomes. She will also present customer centric applications for marketing teams and businesses with examples and case studies.

Moderator:

Duncan Heath, Head of Conversion Services, Fresh Egg

Speaker:

Róisín Moran, Head of Data & Attribution, PerformanceX, Google

Data Driven UX Design

Understanding the differences in user context and behaviour on different screens is vital for efficient and customer centric UX Design. In this session Cemal will present applications of the user context on content and UX strategy. He will also share EMEA mobile web / mobile app UX best practices and examples.

Moderator:

Duncan Heath, Head of Conversion Services, Fresh Egg

Speaker:

Cemal Buyukgokcesu, User Experience Consultant, Google ()

Room: Creative 3

eMetrics Summit Strategy

Opportunities and Threats for Digital Analysts Today – An eMetrics Veteran shares his Perspective

A lot has changed since Neil attended his first eMetrics in Santa Barbara in 2003, or has it? Many years and many eMetrics in many countries later, Neil looks at where we’ve come as an industry over the past decade or more. More importantly though, what still needs to be done? As the world turns digital is the digital analytics industry thinking strategically enough? Neil shares some of his thoughts about the opportunities and threats for digital analysts today.

Moderator:

Jim Sterne, Founder, eMetrics Summit ()

Speaker:

Neil Mason, Digital Transformation Lead, Accenture ()

Room: Creative 2

eMetrics Summit Tactics

Digital Analytics in the Cloud

Many analysts are already using tools that are cloud based, but how can the cloud also be helping you put it into action? This talk will look at the why and how with practical examples of using cloud tech during your analysis: using powerful cloud based computing power to expand your data horizons; web services to encourage automation of tasks; and utilising machine learning APIs into your workflow.

Moderator:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit ()

Speaker:

Mark Edmondson, Data Insight Developer, IIH Nordic

Room: Impressive Suite

Predictive Analytics World for Business Keynote:

Picking the Right Modeling Technique for the Problem

Decision Tree? Neural Network? Regression? Naive Bayes? It is said that when your only tool is a hammer, every problem looks like a thumb. Modern data mining toolkits are full of tools, but how do you pick the right tool for a particular predictive analytics task? In this talk, I present several business questions that I have addressed using data mining techniques of various kinds. The emphasis is not on the answers to these questions, but on how and why I chose a particular approach. Some of the business questions I face in Tripadvisor’s Hotel Solutions group are specific to the hospitality industry, but most are similar to those I’ve seen in other B2B settings:

  • What is the proper price for a product?
  • What is the probability that an existing subscription will be renewed and how can that probability be increased?
  • What other hotels will this hotel consider to be competitors?
  • Who are the best prospects for a particular product?
  • When will product A do better than product B on a particular page?
Moderator:

Prof. Dr. Sven Crone, Director, Lancaster Research Centre for Forecasting

Speaker:

Michael Berry, Analytics Director, Tripadvisor Hotel Solutions

Room: Creative 1

Email Innovations Summit:

Virgin Holidays change into a data driven CRM strategy

With many big data buzzwords flying around the crowded marketing marketplace at the moment why should one focus on data CRM strategy? A client side point of view on the steps of moving towards a more data driven CRM function

  • The Virgin Holidays Context
  • The Key Steps
  • The Technology
  • Challenges
  • Results
Moderator:

Bill McCloskey, Conference Chair, Email Innovations Summit, Founder, Only Influencers ()

Speaker:

Saul Lopes, Strategic Insights & Loyalty Manager, Virgin Holidays

12.30 pm

Lunch Break

1.40 pm

Room: Premium 1+2

Conversion Conference Keynote

It’s Not About Testing: How Successful Organisations Really Control Their Growth

As soon as a speaker shows a successful A/B-test result on a conference, all smartphones are raised up in the air to capture the insight – this happens every time! Most optimizers are searching for best practices on an operative results level and then, try to copy them. Unfortunately practices that work well for company A, do not necessarily work for company B. It’s an effective process, that most optimizers are missing to generate successful results with giant uplifts – so they don’t need to test the ideas of somebody else. After studying the optimization processes of companies like Amazon, Airbnb, Dropbox or booking.com, André discovered a simple framework. In this talk you’ll learn how this system works and how you can copy a successful process for better results.

Moderator:

Stephen Pavlovich, CEO, Conversion.com ()

Speaker:

André Morys, CEO, konversionsKRAFT (Web Arts) ()

Room: Creative 3

eMetrics Summit Keynote

Financial Times Chief Data Officer Fireside Chat

What can you learn from a 128 year old company? Quite a bit as it turns out. Turning a profit from online journalism requires a steady hand and a deep regard for data science, data intelligence and customer insight. It also takes person who has gone from Data Analyst to CDO in seven years. Tom shares his experience, his wisdom and submits to a cross-examination by hands-on analytics expert Peter O’Neill and industry observer Jim Sterne.

Moderators:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit ()

Jim Sterne, Founder, eMetrics Summit ()

Speaker:

Tom Betts, CDO, Financial Times ()

Room: Impressive Suite

Predictive Analytics World for Business Track 1:

1.40 – 2.10 pm: Predictive Analytics for Vehicle Price Prediction – Delivered Continuously at AutoScout24

AutoScout24 is one of Europe’s biggest online market places for new and used cars. With more than 2.4 million listings across Europe, AutoScout24 has access to large amounts of data about historic and current market prices and wants to use this data to empower its users to make informed decisions about selling and buying cars. A price prediction service was created based on a Random Forest model that is continuously delivered to the end user. Learn how automated verification using live test data sets in our delivery pipeline allows us to release model improvements with confidence at any time.

Moderator:

Prof. Dr. Sven Crone, Director, Lancaster Research Centre for Forecasting

Speaker:

Christian Deger, Architect, AutoScout24 ()

Arif Wider, Consultant Developer, ThoughtWorks

2.10 – 2.40 pm: Exploring Clusters in Social Housing Data Using Predictive Analytics

HouseMark has worked with a group of its landlord members to explore the potential to investigate patterns in large amounts of property and tenancy-related social housing data in combination with public open data.This discovery project focused on developing robust data structures and definitions that would ensure consistency and extensibility in a large data set gathered from multiple sources. Preliminary analysis then examined whether clustering techniques could reveal hitherto unrecognised groupings of similar entities within the data.Finally, the potential usefulness of the clustering to develop predictive models was demonstrated using the example of repair hotspots within social housing stock.

Moderator:

Prof. Dr. Sven Crone, Director, Lancaster Research Centre for Forecasting

Speaker:

Vicki Howe, Head of Product Development, HouseMark

Grazziela Figueredo, Research Fellow, University of Nottingham

Room: Creative 1

Email Innovations Summit:

How to Reap the Rewards of Taking a Holistic Approach to Email Marketing

Synopsis: What is email marketing? Is it simply sending emails, or does email marketing involve something much more than that? The answer is the latter.
In this session, we move beyond a channel-focused approach to a customer-centric approach, which allows us to make the most of the power of email. This approach no longer limits email to just being a channel, but harnesses its strength by applying it to the entire customer journey.

This session will be packed full of practical tips and advice on not only how to maximize your emails, but more importantly, on how to deliver a seamless, customer-service oriented journey for your customers, by ensuring all the channels are working together to deliver a fantastic customer experience.

Moderator:

Bill McCloskey, Conference Chair, Email Innovations Summit, Founder, Only Influencers ()

Speaker:

Kath Pay, Founder, Holistic Email Marketing ()

2.40 pm

Session Change for eMetrics Summit and Combo Pass Holders

2.45 pm

Room: Premium 1+2

Conversion Conference Track 1 – All Levels

10 Tips to Improve International Conversions

When targeting different markets, in different languages providing a local, relevant experience at all stages of the customer journey is essential. Failing to do so will have a negative impact on your brand and affect the all-important conversions. In this session, Ben will highlight some of the key elements of a website and digital campaign that must be localised in order to achieve results, including: Payment methods, Calls to Action, Trust Anchors, Content.

Moderator:

Stephen Pavlovich, CEO, Conversion.com ()

Speaker:

Ben Lefebvre, Director of Business Solutions, Webcertain Group Ltd

Room: Premium 3

Conversion Conference Track 2 – Advanced

Google BigQuery: The secret weapon to get more from your Google Analytics 360

Imagine if you could follow individual user journeys, query all your data with as many dimensions as you want, and apply machine learning to the data in Google Analytics?That’s exactly what you can do with BigQuery: using it to identify trends, segment users, and even personalise the user experience. In this session, you’ll learn how to use BigQuery to achieve this – and then how you can leverage this data across your organisation to get a global view of your users.

Moderator:

Duncan Heath, Head of Conversion Services, Fresh Egg

Speaker:

Javier Ramirez, Founder, Teowaki, Datawaki, AprendoAProgramar

Room: Creative 3

eMetrics Summit:

Let’s get talking – Attendee Roundtable Discussion

Since 2002, the eMetrics Summit has been a safe place to discuss and share common problems. Each of us struggles with getting all the people, process and technology pieces working together. Some are just starting out and some have years of experience, but all of us learn from each other. Often rated the best part of the eMetrics Summit, these Roundtables let us share problems with like-minded professionals. This is your path to answers, a little empathy and a lot of camaraderie. These are your people – they understand your situation.

Moderators:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit ()

Jim Sterne, Founder, eMetrics Summit ()

Room: Impressive Suite

Predictive Analytics World for Business Track 1:

Between black and white boxes – Customer lifetime value and customer value segmentation approaches and their role in the customer analytics toolbox

Most companies use heuristics or simplistic customer value models like RFM as a proxy for customer value. While these approaches are appreciated for their transparency and intuitive appeal, advanced models on customer ID level and clustering algorithms for value segmentation can offer new opportunities and a wider range of applications. This presentation focuses on the trade-off between black and white box approaches and discusses implementation examples that are characterized by different levels of abstraction.

Moderator:

Chris Turner, Co-Founder, StrataBridge

Speaker:

Timo Kunz, Sr Data Scientist, YOOX NET-A-PORTER GROUP

Room: Innovative Suite

Predictive Analytics World for Business:

Ask Me Anything: Q&A Session with Dr. John Elder

This is your chance to meet with Dr. John Elder, CEO & Founder of Elder Research and one of the world’s most renowned Predictive Analytics experts. Come and bring your questions based on his keynote earlier this morning and/or your Predictive Analytics questions that have given you sleepless nights.

Speaker:

Dr. John Elder, CEO & Founder, Elder Research, Inc. ()

Room: Creative 1

Email Innovations Summit:

Trigger Mapping and Email Automation

Email automation is a hot topic and for good reason, it works when implemented correctly. But too often automation projects go off track. The session focus is on how to set automation strategy and integrate it with overall email activity. It’s aimed at people just starting with automation as well as those who have deployed some basic triggers and are looking to expand.

  • Why automation projects fail (too many do)
  • Where to start with automation
  • The two factors to identifying your best automation triggers
  • Automation in B2B and B2C environments
  • Measuring automation performance
Moderator:

Bill McCloskey, Conference Chair, Email Innovations Summit, Founder, Only Influencers ()

Speaker:

Tim Watson, Email Consultant, Zettasphere ()

3.30 pm

Coffee Break

3.55 pm

Room: Premium 1+2

Conversion Conference Track 1 – All Levels

Using Mobile Data and Insights to Create Loyal Users

In this session, you’ll learn about how one of the largest mobile operators use data in order to drive their design decisions and increase revenue per product. Julia will share how you can process data in the most efficient way and gain insights which will drive your business decisions, identify new commercial opportunities and develop new markets.

Moderator:

Stephen Pavlovich, CEO, Conversion.com ()

Speaker:

Julia Jakubiec, Data and Performance Senior Manager, Vimpelcom

Room: Premium 3

Conversion Conference Track 2 – Advanced

Advanced User Testing: Right Time, Right Place, Right Method

There are many types of user testing: in-person and remote moderated testing, online testing (tree testing, screenshot testing), 5-second tests, etc. Knowing when to use which method and for which purpose is what separates the wheat from the chaff. In this session Els Aerts will show you how to become a testing master, she will show you interesting tools and mistakes to watch out for when interpreting results.

Moderator:

Duncan Heath, Head of Conversion Services, Fresh Egg

Speaker:

Els Aerts, Co-founder and Managing Partner, AGConsult

Room: Creative 3

eMetrics Summit Strategy

Is Your Site Performance Driving You Crazy?

Big data and advanced analytics are great for levering raw data for a cohort analysis but sometimes you need a quick diagnosis. Sometimes you need to uncover why a certain KPI has changed. Patricia draws on over 15 years of digital analytics, online marketing and consulting experience to highlight case studies where detective work revealed answers to: How do we get more consumers to convert? Why has traffic dropped? Why have we seen a spike or decline in a specific KPI?

Moderator:

Jim Sterne, Founder, eMetrics Summit ()

Speaker:

Margaret Wagner, SVP, European Growth Director, Merkle Inc.

Room: Creative 2

eMetrics Summit Tactics

Most. Advanced. GTM Deployment. Ever.

Phil recently completed a sophisticated Google Analytics Tag Management project and shares lessons learned. Migrating from GA Classic to Universal on 6 CMS platforms and 600 GA classic events is one thing, but facing a fine if the project is not complete within 3months ads a touch of spice. Phil cleaned up two years of in-house changes, consolidated 74 tags used to trigger the GA pageview rather into 1 All Pages rule as well as 20 tags into one tag and one lookup table. Phil provides insights harvested for Technical (Advanced Implementers) as well as Tactical (project managers and business people). QA automation, mistakes to avoid and clues for how to make process, knowledge, experience, regular communication, perfectionism and 10hr days for 3months work for you.

Moderator:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit ()

Speaker:

Phil Pearce, Digital Analytics, SEO & PPC Consultant

Room: Impressive Suite

Predictive Analytics World for Business Track 1:

The Science of Data Driven Predictive Analytics with Neural Networks at Siemens

The science of (data-driven) prediction is a race between the increasing complexity of the real world and our accelerating ability to mathematically represent it by means of information-technology-related capabilities, such as neural network models.From a mathematical point of view, neural networks allow the construction of models, which are able to handle high-dimensional problems along with a high degree of nonlinearity. Our philosophy is beyond purely data-driven modeling: The application of neural networks should be based on a deep understanding of the underlying mathematics, first principles on dynamical systems as well as prior (economic) domain knowledge.The talk will introduce basic feedforward neural networks for non-linear regression tasks and time-delay recurrent neural networks for modeling dynamical systems. Examples from real-world industrial applications will be given that outline the merits of such a modeling approach. Among others we will deal with the modeling of e.g. the energy supply from renewable sources, energy load forecasting as well as the forecasting of commodity prices and the identification of features responsible for component failures

Moderator:

Prof. Dr. Sven Crone, Director, Lancaster Research Centre for Forecasting

Speaker:

Dr. Ralph Grothmann, Principal Consultant, Siemens AG, Corporate Technology

Room: Innovative Suite

Predictive Analytics World for Business Track 2:

Turning Your Data Into Assets With Data Design Thinking

Most companies have tons of data but no clue what do with it. A clearly defined data strategy is missing. But it’s important to identify concrete use cases and provide a measurable benefit for the company and it’s customers, you have to evaluate the technical requirements and business potentials and you need to define a realistic roadmap structuring the order in which the use cases should be realized. To help clients to turn their data into assets Martin developed a process called data design thinking which is based on the design thinking methodology. This session explains the process by presenting an example derived from a real client project. You will also learn how to apply the data strategy and data assets canvas, a visual collaboration tool for data strategists.

Moderator:

Chris Turner, Co-Founder, StrataBridge

Speaker:

Martin Szugat, Datentreiber

Room: Creative 1

Email Innovations Summit:

Innovations: Making Subject Lines Pop in the Inbox

When marketers write a subject line, there’s two possible outcomes: 1) they win the lotto and write the one in a million which wins; or 2) they’re wrong, and lose sales as a result. In this presentation, Parry Malm will take you through the lessons he’s learned from his time ESP-side, Client-side, Agency-side… and now as a subject line innovator. Parry will start by debunking accepted best practice – and then will show you how, through scientific rigor and statistical methodology, you can flip the script and make your subject lines pop in the inbox. You will learn 3 Crucial Secrets about Subject Lines that the “experts” won’t tell you.

Moderator:

Parry Malm, CEO, Phrasee ()

Speaker:

Parry Malm, CEO, Phrasee ()

Sharon Jennings, Freelance Developer & Consultant, Chic Geek Consultants Ltd ()

4.40 pm

Session Change for Conversion Conference and Combo Pass Holders

4.45 pm

Room: Premium 1+2

Conversion Conference Featured Session

Data Driven Marketing; Work Smarter, Not Harder

Learn how big data / data science can help you find opportunity gaps (with high ROI) to better fulfill your user’s intent. Harnessing big data can revolutionize your marketing plan, increase your online conversions and put you out in front of your competition.

Moderator:

Stephen Pavlovich, CEO, Conversion.com ()

Speaker:

Britney Muller, Founder, Pryde Marketing

Room: Creative 3

eMetrics Summit Keynote

Triple Threat: Tech, Data, & Content combine to transform The Economist – from Rag to Riches

Novel perspectives have always driven The Economist to disrupt opinion from the inside out. Steve describes how a customer-first, technology, data, and content-led vision transformed circulation marketing at The Economist, and empowered them to innovate a new acquisition platform. Utilizing tens of thousands of variations of the content they produce, they seek to auto-optimize personalized messaging to microsegments across multiple channels… at scale. Steve tells how winning the Cannes “Smart Data In Real Time” Gold Lion is nice, but getting martech a seat at the head of the table – and a larger budget and a larger staff – were the real reward.

Moderator:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit ()

Speaker:

Steve Lok, Head of Marketing Technology & Operations, The Economist

Room: Impressive Suite

Predictive Analytics World for Business Featured Session:

Mind the Gap? From Hype-Cycle to Reality of Predictive Analytics (a Time Series Forecasting perspective)

The buzz of the “Big Data” revolution had been unnerving CIOs for more than half a decade, when it was suddenly dropped from the Gartner hype-cycle in 2016.Sure, Businesses are still collecting more and more data these days, but is that what matters?At Predictive Analytics World we have always argued that making the right use of what Companies gather matters, and the signs indicate that they weren’t, just creating more data and complexity. Instead, they should focus on using data to make better decisions using new Analytics algorithms and new Business Applications! And it seems that Gartner finally agrees: Machine Learning, (self-service) Advanced Analytics and Neurobusiness have entered the Gartner hype-cycle, with full momentum of only 2 to 10+ years into productivity. Gartner now predicts an annual growth rate of 34 percent by 2017, with revenues projected to reach $48 billion, and venture capitalists have been eager to invest in burgeoning Predictive Analytics startups (after dropping the Big Data ones). Is this finally the rainbow on the horizon which the Analytics community has been chasing for years, possibly since before it was called Data Mining, or even Statistics? Or is it just another dot on the hype-cycle to be banished? Or is it not even real? In Predictive Analytics for Time Series (an area of Predictive Analytics growing in importance with more data gathered continuously over time), aka Forecasting, the corporate reality looks rather different.The elusive crystal ball into the future is often powered by simple and elderly algorithms, many of them around since the 1960s or earlier.Industry as software vendors are slow to adapt machine learning, or indeed even anything contemporary from the 90s. In our presentation, we show evidence from an industry survey of 200+ companies and their reality of algorithms used, and measure the substantial gap between research and practice. To contrast this, we showcase a selection of state-of-the-art algorithms available in Predictive Analytics for time series today, from Neural Networks to Support Vector Machines and from Random Forests to Boosting, and how they could be applied to time series Analytics to drive a revolution. We will give examples how these have been implemented by a few industry though-leaders, from Electricity & Utilities companies to Call-Centres, Manufacturers and Container Shipping lines, who were willing to bridge the gap and lead the hype-cycle onwards.

Speaker:

Prof. Dr. Sven Crone, Director, Lancaster Research Centre for Forecasting

Room: Creative 1

Email Innovations Summit:

Building automation at scale: How the UK’s biggest retailer is using email to serve Britain’s shoppers

Stuart Gill, Senior Product Manager for Marketing Automation, Tesco Stores Ltd.

5.45 pm

Networking Reception

7.00 pm

End of First Conference Day


Day 2 – Thursday – 13 October, 2016

Session descriptions day 2

8.30 am

Registration

9.30 am

Room: Premium 1+2

Conversion Conference Featured Session

Persuasive Ecommerce

During his session, Guido will show you many of the biases and fallacies of our brain in general and how we can apply this in e-commerce to improve communication, build a better relationship with your customers and ultimately improve your business.

Moderator:

Stephen Pavlovich, CEO, Conversion.com ()

Speaker:

Guido Jansen, Psychologist, Conversion Manager, Euroflorist

Room: Creative 3

eMetrics Summit Featured Session

Digital Analytics – Thrills and Chills

Stéphane knows why your analytics efforts are going nowhere. After years of investigating and measuring the digitally maturity of hundreds of organizations, Stéphane reveals the state of our industry and shares thought provoking anecdotes. The strengths and weaknesses of a wide variety of firms are explored, spiced up with useful tips and some crazy tools to assist you in your work.

Moderator:

Jim Sterne, Founder, eMetrics Summit ()

Speaker:

Stéphane Hamel, Digital Analytics Thought Leader, Consultant ()

Room: Impressive Suite

Predictive Analytics World for Business:

Outside the Comfort Zone: Cross Industry Use Cases in Predictive Analytics

When it comes to high tech, we tend to wear blinders. We rarely look around to see how others succeed. This is especially true with organizations who want to look beyond basic BI and reveal answers to questions they never thought to ask. What would demand forecasting for a CMO in media mean to a Chief Data Officer in banking? What would Proactive Customer Care in telco mean to a Chief Revenue Officer at a major retailer? Graeme will share cross industry use cases that will get you outside your comfort zone and allow you to take a different look at how applications of advanced and predictive analytics on big data can help you act on insights and transform your business.

Moderator:

Prof. Dr. Sven Crone, Director, Lancaster Research Centre for Forecasting

Speaker:

Graeme Noseworthy, Senior Content Marketing Manager, IBM

Room: Creative 1

Email Innovations Summit Keynote:

Bringing the Landing Page to the Inbox

The recent growth in usage of webkit based email clients has opened the doors for getting creative with email code. What this means in the real world is things like image galleries, tabs and accordions and now not only possible but supported in most email clients.
In this session we will look at what is now possible in email templates, the support for those features and how to measure the success of these campaigns.

Moderator:

Bill McCloskey, Conference Chair, Email Innovations Summit, Founder, Only Influencers ()

Speaker:

Mark Robbins, Email Developer, Rebelmail ()

10.30 am

Coffee Break

10.55 am

Room: Premium 1+2

Conversion Conference Track 1 – All Levels

Building a Conversion Optimisation and Personalisation Ready Business

Understanding the importance of a data-first culture is half the battle to success. In this session Steve will share his experience and you will learn about the necessity of good quality analytics data to drive the correct hypothesis, why the conversion process needs to be ingrained into all departmental functions, the importance of integrating your conversion performance data back into analytics and why you should never ‘complete’ an experiment.

Moderator:

Stephen Pavlovich, CEO, Conversion.com ()

Speaker:

Steve Carrod, Head of Digital Analytics & Optimisation, DMPG Ltd – Digital Media Performance Group

Room: Premium 3

Conversion Conference Track 2 – Advanced

Multi-Touch Digital Attribution and Media-Mix Modelling

Conversion is about more than just on-site optimisation. The mixture of budgets and traffic from across channels plays a huge part. Multi-touch digital attribution and media-mix modelling are two approaches to optimising an omni-channel marketing campaign. Learn about how media-mix-modelling helps improve overall conversion, what you can do for your business, and the benefits of the “be where your customers are” approach. In this session you will learn what media-mix modelling is and how it helps evaluate an ecosystem, how to value multi-touch attribution and who the new media players are and how to use emerging ad platforms like Amazon.

Moderator:

Duncan Heath, Head of Conversion Services, Fresh Egg

Speaker:

Alistair Dent, Founder, Mismi ()

Room: Creative 3

eMetrics Summit Strategy

Website Optimization Process

Martin and the team at The Next Web went from running 1 test a month to 20. But how did they increase the number of tests with so many and what did they had to do to get there? In this session Martijn will talk about the struggles the team went through, how they decide what to test and what the next step of their Website optimisation process looks like. A deep dive in high velocity testing!

Moderator:

Jim Sterne, Founder, eMetrics Summit ()

Speaker:

Martijn Scheijbeler, Lead Growth, SEO & Analytics, The Next Web ()

Room: Creative 2

eMetrics Summit Tactics

Attribution: Keeping Marketing Spend Under Control

With so many channels and forms of communication at our fingertips it is often difficult to know who, and how much, should take the merit of a your conversions. Add affiliates and 3rd parties to the mix and you can start getting ready for battle. Jordi provides some simple hacks you can apply to ensure your data stays as clean, honest and actionable as possible and to make it easier to keep that budget in check.Who knew tag management could be so helpful?

Moderator:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit ()

Speaker:

Jordi Roura i Rabat, Technical Digital Analyst, Schibsted Classified Media

Room: Impressive Suite

Predictive Analytics World for Business Track 1:

Predictive Analytics on the Internet of Trains

The explosion of sensor-enabled data collection offers a chance for transportation companies to improve how they manage the multiple challenges affecting their operations. For operators it is possible to improve asset availability and generate more value from their assets.With the data transmitted from rail vehicles and rail infrastructure, it is possible to predict component failures, analyze conditions of vehicles and infrastructure and reduce lifecycle cost significantly. This presentation will show how to make this happen with a large data analytics platform, a team of data scientists and a set of data analytics assets specific for rail topics.

Moderator:

Prof. Dr. Sven Crone, Director, Lancaster Research Centre for Forecasting

Speaker:

Gerhard Kress, Director Data Services, Siemens AG

Room: Innovative Suite

Predictive Analytics World for Business Track 2:

How can Big Data Epidemiology, Real-World Evidence and Clinical Data Help Pharma Companies’ Better Target Future Drug Design and Development?

With the widening of anonymised access to public health care data, a study of the total population with the help of Big Data analytics is within our remit. In his presentation, Athula will focus on a pharmaceutical industry based case study on systematic statistical landscaping of actionable clinical outcomes of patients of chronic diseases. The statistical landscaping of patient outcomes in a disease segment uses the gold standard outcome data originating from well characterised patient cohorts, randomised control trials, observational cohorts and real world evidence of public healthcare data. This analytical approach results in total evidence synthesis within the disease area and paves the way for the integration of patient level, genomic and other molecular expression data and big data data sources for wider disease, biological inference for therapeutic development and outcome interpretation. In this session you will learn about the total evidence synthesis of patient outcomes at population level using big data, the ensemble outcome modelling of efficacy and safety outcomes, the statistical landscaping of therapeutic effects, how to use the landscape for stratification of patient populations for targeted therapy and the development and (statistical) engineering of therapeutic entities.

Moderator:

Alex Hancock, Head of Treasury Analytics, Shell Oil Company

Speaker:

Athula Herath, Global Head of Real World Evidence Disease Epidemiology, Novartis

Room: Creative 1

Email Innovations Summit:

Beyond Words: Innovative HTML Typography in Email

In ‘Beyond Words’, Paul challenges us to ask the question, how can we leverage the flexibility that HTML typography, or ‘live text’ gives us, more than ever before, to enhance the subscriber experience?
Can we make email more accessible? Can type be the message, as well as simply ‘spelling it out’? Can we deliver a different message to the subscriber according to the context in which they’re opening their email – on a mobile – on a tablet – on a computer? And can we bring that message to life, by expressing a mood or experience?
Using a series of concept emails, Paul will seek to answer each of these questions with a confident ‘Yes’, looking ‘under the hood’ at the code, to show us how they’ve been created.

Moderator:

Bill McCloskey, Conference Chair, Email Innovations Summit, Founder, Only Influencers ()

Speaker:

Paul Airy, Email Designer and Developer, Beyond the Envelope ()

11.40 am

Session Change for Combo Pass Holders

11.45 am

Room: Premium 1+2

Conversion Conference Keynote

How to make sure your new website won’t be a failure?

Most optimizers aren’t big fans of the traditional redesign cycle. They promote a continuous optimizing process. And that’s fine. But sometimes websites just suck donkey balls. And a new website is a must. Also: new companies need new websites too. So how can we stop those clients from making shitty websites? Which research methods and tools can you use in which stage of the development cycle? And how do you this?

Moderator:

Stephen Pavlovich, CEO, Conversion.com ()

Speaker:

Karl Gilis, Co-founder, AGConsult ()

Room: Creative 3

eMetrics Summit Strategy

Creating an Effective Digital Service through Insight Driven Design

Time and resource for any service is always in short supply. With greater reliance on “digital by default” the pressure for a “digital” service to achieve success makes it even more important to build an effective and efficient service. In this session LJMU Digital Services will show how they use qual and quant data in tandem to generate insights that play a vital role in their daily UX processes. Dominic will share LJMU Digital Services core blueprint and their journey in becoming insight driven. A journey that has enabled them to not just positively impact on organisational objectives but to create better experiences for their users.

Moderator:

Jim Sterne, Founder, eMetrics Summit ()

Speaker:

Dominic Hurst, Leading Digital Services, Liverpool John Moores University ()

Room: Creative 2

eMetrics Summit Tactics

Google Analytics Shortcuts to Optimising Cross Device Experiences

Craig & Pieter are going to explain where the Google Analytics data model is reliable, for optimising in a multi-device world. For optimisers, mining device experiences requires tweaking to work around these limitation. Using a new model overlaid atop the GA collection model, we’ll show where the reliable data lies and how to split the device and browser mixtures for optimisation purposes. Using reports, device models and standard GA metrics, see exactly how to split your conversion data or other key metrics for the right groups of mobile, tablet, desktop, and browsers. You’ll be able to identify outliers, poor performers and ‘gold standards’ that you can use to triage and fix device issues. They will also explain ‘Grid Optimisation’ which uses data cubes and dimensions to automate the process of optimising your site. With a complete ‘how to’ document, example results from projects and downloadable Google Analytics templates, get everything you need to identify easy wins in key device experiences, that are leaking large amounts of revenue or causing friction.

Moderator:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit ()

Speaker:

Craig Sullivan, CEO, Optimal Visit ()

Pieter Baecke, Co-founder & CRO consultant, ProfitGrid

Room: Impressive Suite

Predictive Analytics World for Business Featured Session:

Predictive Analytics and Unpredictive Analytics in a VUCA world

Political bombshells, unimaginable terrorist attacks, epidemic outbreaks, natural disasters, technological disruptions, fractured markets, transitory advantages, multifarious competitors, increasingly demanding customers and fickle consumers.
Thanks to the military, we have a useful descriptor for the conditions and environment these drivers create; ‘VUCA’ – Volatility, Uncertainty, Complexity and Ambiguity… a combination of the magnitude and speed of change, the lack of predictability and prospect of surprise, the multitude of forces and confounding issues, and the lack of ‘one right answer’ or single course of action.
Yet against this backdrop many organisations are still carrying the early, often ill-formed, baggage of implicit promises and expectations of Big Data and Analytics, and the mindset of operating in more stable conditions. And that’s before we get to sentiment mining, machine learning, edge analytics and the like.
There is no question about the power, pervasiveness, further potential and applicability of predictive analytics. But it is at the edge of this applicability that things get interesting; where a VUCA environment lays cognitive traps for those focused on ‘getting to the right answer’ rather than ‘asking the right questions’.
In the context of strategy development, deployment and delivery in the real world, this edge – between prediction and insight, between extrapolation and choice, between algorithm and decision – is critical.
This session explores some of the typical problems and hidden traps in creating strategy against a VUCA backdrop, considers the tensions that exist across our unavoidably uneven knowledge of the world, offers some mental models to help leaders grapple with this wicked problem, and to help you drive the most impact and value in support of your strategy.

Moderator:

Prof. Dr. Sven Crone, Director, Lancaster Research Centre for Forecasting

Speaker:

Chris Turner, Co-Founder, StrataBridge

Room: Creative 1

Email Innovations Summit:

Conquering the common challenges for the email marketer

With the rapid pace of change in the digital world, challenges abound with email marketers. Segmentation, mobile, production logistics, cross-channel integrations, data and the list goes on and on. In a recent 2016 Econcultancy Email Marketing Industry Census, 79% of companies are still employing what they consider to be a ‘basic’ approach to email segmentation. It’s these types of challenges that make wading through the solutions seemingly impossible. Join this entertaining and energetic panel of some of the top marketers in the UK to not only chat about their challenges, but talk about their solutions. You’ll learn some of the highlights that were discovered in the report, but true takeaways that allow you to solve these common problems and drive your program forward.

Moderator:

Jennifer Watkiss, Head of Marketing Communications, Adestra ()

Speaker:

Emma Fouracre, Senior Marketing Manager, Evans Cycles

Sadie Wise, Email Marketing Manager, Genie Ventures

Chris Hedley, Email & SMS Channel Manager, Oxfam

12.30 pm

Lunch Break

1.40 pm

Room: Premium 1+2

Conversion Conference Track 1 – All Levels

CRO Lessons in a Rapid Growth Startup

Tom Waterfall, Conversion Rate Optimiser, discusses his role at Lostmy.name, one of the fastest growing ecommerce companies in the UK. Lost My Name’s goal? Share more magical moments with more children through the power of personalisation, storytelling, and of course – CRO. In this talk, Tom tells of the trials and tribulations of building a testing culture at the e-commerce startup in a handful of punchy lessons from failing fast to growing a community of testing and data enthusiasm.

Moderator:

Stephen Pavlovich, CEO, Conversion.com ()

Speaker:

Tom Waterfall, Sr. Product Manager | Director CRO, Lost My Name

Room: Premium 3

Conversion Conference Track 2 – Advanced

Google Analytics Shortcuts to Optimising Cross Device Experiences

Craig & Pieter are going to explain where the Google Analytics data model is reliable, for optimising in a multi-device world. For optimisers, mining device experiences requires tweaking to work around these limitation. Using a new model overlaid atop the GA collection model, we’ll show where the reliable data lies and how to split the device and browser mixtures for optimisation purposes. Using reports, device models and standard GA metrics, see exactly how to split your conversion data or other key metrics for the right groups of mobile, tablet, desktop, and browsers. You’ll be able to identify outliers, poor performers and ‘gold standards’ that you can use to triage and fix device issues. They will also explain ‘Grid Optimisation’ which uses data cubes and dimensions to automate the process of optimising your site. With a complete ‘how to’ document, example results from projects and downloadable Google Analytics templates, get everything you need to identify easy wins in key device experiences, that are leaking large amounts of revenue or causing friction.

Moderator:

Duncan Heath, Head of Conversion Services, Fresh Egg

Speaker:

Craig Sullivan, CEO, Optimal Visit ()

Pieter Baecke, Co-founder & CRO consultant, ProfitGrid

Room: Creative 3

eMetrics Summit Keynote

Accelerating Your Career

Matthew launched, built up and sold the UK’s first digital analytics consultancy. He now works at a very senior level and shares his 30,000 foot perspective on what is most important, how he moved from measuring conversion rates and doing an A/B testing to managing teams of analysts, and how you can follow in his footsteps. Find out what Matthew wishes he had known ten years ago and learn how to have impact at a senior level.

Moderator:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit ()

Speaker:

Matthew Tod, Director, D4t4 Solutions Plc

Room: Impressive Suite

Predictive Analytics World for Business Track 1:

Process Mining – ING en Route to a Superior Customer Experience

ING Belgium strives to create a superior customer experience. In a world where customer is king, ING recognizes that their clients expect smooth interactions when dealing with the bank. Recently, ING applied process mining on a crucial customer-facing process to better understand and improve the end-to-end journey. The results exceeded all expectations. In this talk, we will illustrate the benefits, milestones, requirements and potential pitfalls we encountered during the project. Moreover, we will explain, step by step, exactly how attendees can engage in process mining to discover and counter process inefficiencies in their organization. We illustrate how to prepare for the analysis, which tools can be used, and which methodology we used to obtain convincing results. Moreover, we will share how we gained involvement from stakeholders, and how we convinced ING to further invest in process mining on their crucial activities.

Moderator:

Prof. Dr. Sven Crone, Director, Lancaster Research Centre for Forecasting

Speaker:

Pieter Dyserinck, Project Manager Operational Excellence, ING Belgium

Pieter Van Bouwel, Senior Analyst, Python Predictions

Room: Innovative Suite

Predictive Analytics World for Business Track 2:

1.40 – 2.10 pm: Predictive Analytics to Improve Sales Productivity

Every organization wants their sales force to be more productive; but they inadvertently fail to do so. Learn how one can use predictive analytics in-house to improve their sales productivity and mine hidden gems from their EDW. This presentation proposes how one can build a self-evolving framework; starting from choosing KPI of sales productivity, identifying levers which can affect sales productivity, and most importantly quantitatively linking those levers to their organization’s sales productivity; for informed decision making. This session will show how the SVM Technology can be applied to do Regression and how Excel Solver can be used for Non-Linear Optimization. The session will conclude by giving some examples of how an organization’s sales productivity and thus revenue and/or profit can be largely impacted by its choice of doing business the traditional way or using the power of analytics for the same.

Moderator:

Alex Hancock, Head of Treasury Analytics, Shell Oil Company

Speaker:

Nishant Saxena, PMP, Analytics Delivery Manager, ES Analytics, Hewlett Packard Enterprise

2:10 – 2:40 pm: 6 Stories You Didn’t Know About Big Data In Email Marketing

Knowing your customers is great, but knowing what they do and what they will do is even better. It is important to track your visitor’s behavior and use predictive technologies, in order to send them highly personalized emails that are so targeted and relevant, they sound like a one-on-one private conversation. As a result you will revive your open rates, boost your click throughs, make next order predictions and turn more “window shoppers” into repeat buyers. In this session Kristina will show you how to use Big Data in Email marketing to send highly personalized emails, how using predictive analytics can turn “window shoppers” to best customers (Tibiona case-study) and how to track & measure the results.

Moderator:

Alex Hancock, Head of Treasury Analytics, Shell Oil Company

Speaker:

Kristina Pototskaya, CMO, TriggMine

Room: Creative 1

Email Innovations Summit Panel discussion:

Brexit & GDPR – The real impact to marketers

The EU has been working towards agreeing GDPR for the past 5 years with the aim of giving the consumer trust in how organisations use their data.
This year, agreement was finally reached and the ICO and DMA starting to put a plan in place for implementation over the next 2 years. Then came along Brexit.
Our panel of experts from legal,data,agency and brand will discuss what effect Brexit will have for data protection in the UK and what organisations should be doing to plan for the future ?”

Moderator:

Simon Hill, Co Founder, Extravision ()

Speaker:

Steve Henderson, Compliance Officer, Communicator ()

Zach Thornton, External Affairs Manager, DMA

2.40 pm

Session Change for Combo Pass Holders

2.45 pm

Room: Premium 1+2

Conversion Conference Track 1 – All Levels

Building & Managing Growth Teams – A VC’s Perspective

As a partner with the Silicon Valley venture firm 500 Startups, Matt Lerner works closely with dozens of early stage companies to help them build out their growth organisations. Previously, during a decade at PayPal, he built and ran four growth teams, including a team to optimise conversion on PayPal.com, which had (and beat) a nine-figure revenue target. With this experience, Matt has developed strong opinions about what works and what doesn’t. His talk will run the gamut from defining your culture and hiring rockstars through compensation, performance reviews, and even terminating employees. He will share specific hands-on advice and examples. This talk was originally developed for confidential workshops with 500 Startups’ portfolio companies, where it consistently receives top marks. It has never before been shared with the general public.

Moderator:

Stephen Pavlovich, CEO, Conversion.com ()

Speaker:

Matthew Lerner, Partner, 500 Startups

Room: Premium 3

Conversion Conference Track 2 – Advanced

In a world of multiple channels and multiple devices.. Do you still think Conversion Rate is calculated in a single session?

Russell will take you through the methodology of attribution and how understanding a consumers conversion rate cannot just be limited to a single session. He will guide on how to optimise consumers over multiple sessions and devices ultimately managing user expectation through to a multiple conversion scenario!

Moderator:

Duncan Heath, Head of Conversion Services, Fresh Egg

Speaker:

Russell McAthy, CEO, CUBED Attribution ()

Room: Creative 3

eMetrics Summit Strategy

Breaking Down The Barriers To The Use Of Digital Analytics

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit ()

Room: Creative 2

eMetrics Summit Tactics

How to Analyse and Monitor the Health of your Customer Base

Cohort analysis. It’s not a measurement technique reserved only to SaaS companies. Whether your organisation is a charity, a retailer, a service company, whether your activity is b2b or b2c, you have a pool of customers you have a relationship with. Continuously measuring the dynamics of that pool of customers and responding swiftly to changes is a critical building block of growing a sustainable organisation. In this session we will look at cohort analysis (with several useful twists) and other analytical tools designed to measure the actives and churned within your customer base, identify response triggers, migration to next lifecycle milestones, set baselines for budgeting and generally make measurement sharper and more insightful. The goal is to provide you with a few generic analytical tools and techniques that can be applied in any industry, primarily geared at helping you to help your organisation to retain and to grow your customer base.

Moderator:

Jim Sterne, Founder, eMetrics Summit ()

Speaker:

Carmen Mardiros, Senior Digital Analytics Manager, navabi GmbH ()

Room: Impressive Suite

Predictive Analytics World for Business:

Predictive & Prescriptive Analytics Helps Keep Kids in School

The MS Data & Decision Sciences Group built a predictive model to identify at-risk kids lowering attrition 25% in the Tacoma Public School District and how Big Data can be used for Social Good. The goals of this project were to: Reduce the occurrence of students dropping out in the Tacoma Public School district; Ameliorate key indicators to school administrators so they could make changes real time to anticipate and address attrition; Demonstrate how Machine Learning can help create solutions such as this which can be replicated nationwide providing social and economic advantages in at-risk communities. In this session Sarmila will present the predictive model, the goals and the outcome of the project.

Moderator:

Prof. Dr. Sven Crone, Director, Lancaster Research Centre for Forecasting

Speaker:

Dr. Sarmila Basu, Senior Director, Data & Decision Sciences Group, Microsoft Corporation

Room: Creative 1

Email Innovations Summit:

Understanding Your IT Department: What Non-Technical Brand Managers Need To Know about Email Security, DMARC, ISP’s and Delivery

What do you do when your IT department starts talking about Email Security and what do you need to know to do your job. Email Delivery expert Laura Atkins will introduce the technology behind Email geared towards a non-technical audience. You will learn the terms you need to communicate with the IT Department and why things like Email Security are important for you to understand.
No technical knowledge required. Laura will clearly explain the concepts, terms, and the technology you need to know for 2016.

Moderator:

Bill McCloskey, Conference Chair, Email Innovations Summit, Founder, Only Influencers ()

Speaker:

Laura Atkins, Founder & CEO, Word to the Wise ()

3.30 pm

Coffee Break

3.55 pm

Room: Premium 1+2

Conversion Conference Keynote:

Building an Enterprise Level Optimisation Programme

A recurrent theme across the analytics and optimisation communities is finding the right mix of people, process and technology. There is no one structure that fits all yet most organisations struggled to strike a good balance. And while the size and scope of problems that need to be solved steadily increases, the complexity of the underlying technology is growing. This poses a significant challenge for businesses that are already struggling with turning sporadic testing into structured optimisation programmes. In this session Ashish Umre will address some of the key questions every company faces when building an enterprise level optimisation programme as well specific challenges such as optimisation for a world of Internet of Things (IoT) and wearables.

Moderator:

Stephen Pavlovich, CEO, Conversion.com ()

Speaker:

Ashish Umre, Lead Scientist – Marketing Data Science & Optimisation, Tesco

Room: Creative 3

eMetrics Summit Strategy

Email Marketing: Metrics for the Customer Age

Today’s customer is savvier, harder to engage and more empowered than ever before making customer focus an overwhelming priority for every marketer. Advances in marketing technology mean savvy marketers are able to deliver truly personalised content to their customers, but how do we measure success in the Customer age? In his presentation Dela argues that customer driven marketing requires marketers to use customer-centric measurement and shows how using the right KPI’s can deliver significant improvements in results.

Moderator:

Jim Sterne, Founder, eMetrics Summit ()

Speaker:

Dela Quist, CEO, Alchemy Worx ()

Room: Creative 2

eMetrics Summit Tactics

Getting Closer To Content With Advanced Analytics

Web analytics obsesses about conversion rates, tweaks to signup funnels, and increases in revenue. But how is this relevant if you run a content website that isn’t selling anything? In this informative presentation, Damion looks at how a series of customizations in Google Analytics can blow the lid off your content analysis and, he promises, you’ll never look at a pageview in the same way again. With full disclosure of implementation and analysis techniques, this talk is pitched at an advanced / applied science audience.

Moderator:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit ()

Speaker:

Damion Brown, Principal Consultant, Data Runs Deep

Room: Impressive Suite

Predictive Analytics World for Business Track 1:

Visa Brand Preference Predictive Analytics: Precise Estimation Through Individual-Level Simulation

Common driver models solve for relative impact of brand drivers, but rarely show impact on outcome metrics, expected from brand messaging related marketing investments. Amit presents an innovative solution for modeling Visa’s brand preference based on individual-level survey data, comparing prediction strategies and showcasing an easy-to-use Excel simulator. By taking current performance into account and modeling on an individual level it is possible to show the precise impact of brand perception levers. This shifts the predictive power of the driver model into the hands of key decision makers and stakeholders, thereby creating actionable insights for marketing teams. Marketing teams therefore rely on predictive analytics to provide concise results and actionable insights.

Moderator:

Prof. Dr. Sven Crone, Director, Lancaster Research Centre for Forecasting

Speaker:

Amit Dogra, Director, Global Product Marketing, Visa

Dr. Albrecht Küfner, Director, FactWorks

Room: Innovative Suite

Predictive Analytics World for Business Track 2:

Harmonising Predictive Analytics to maximise response: Financial Conduct Authority Case Study

In this session we will present how a combination of analytical techniques was used to drive businesses to register to provide consumer credit when the Financial Conduct Authority (FCA) took over authorisation from the Office of Fair Trade. Businesses were segmented into distinct groups to gain an understanding of the why different businesses offered credit. Response models were built to determine which businesses were most/least likely to register. Econometric models were built to understand what media worked best for each segment and how to target businesses least likely to register. Adverts were varied in each media according to the segment most likely to be consuming that media. This enabled the FCA to beats all its early estimates of businesses that would authorise for consumer credit.

Moderator:

Alex Hancock, Head of Treasury Analytics, Shell Oil Company

Speaker:

Emma Roberts, Financial Conduct Authority (FCA)

Grant Hecht, Head of Analytics, Marketing Metrix

Room: Creative 1

Email Innovations Summit:

Agile for Email Operations

Technology companies evolve around the quick delivery of features and innovations in a very competitive and high paced environment. Agile methodologies applied to product development help daily to face these challenges, but bringing these methodologies into other departments can be as beneficial. We will be looking at an example of how this golden ticket can be applied in email marketing operations and exploring where it could go next (or where you could bring it).

Moderator:

Bill McCloskey, Conference Chair, Email Innovations Summit, Founder, Only Influencers ()

Speaker:

Lea Palomba, Senior Manager, Global Email Marketing, eBay

4.40 pm

Session Change for Conversion Conference and Combo Pass Holders

4.45 pm

Room: Premium 1+2

Conversion Conference:

Live Landing Page Review

Know your landing page has problems, but don’t know where to start? Here’s your chance to get some free conversion advice from the experts. This session, always a Conversion Conference favorite, is fast-paced, unpredictable, and fun. Stephen and the members of the Conversion Conference advisory board will go head to head, providing live, spontaneous assessments of attendee web sites, along with actionable advice on changes that could have an immediate impact on conversions. There’s Please submit your site to email hidden; JavaScript is required (registered attendees only).

Speaker:

Stephen Pavlovich, CEO, Conversion.com ()

Stuart McMillan, Deputy Head of Ecommerce, Schuh Limited ()

Craig Sullivan, CEO, Optimal Visit ()

Paul Rouke, Founder and CEO, PRWD ()

Room: Creative 3

eMetrics Summit Closing Keynote

Lessons from history: What can British Photo Reconnaissance in WW2 teach about how to organise digital analytics today?

During WW2 the British military developed an amazing capability for collection and analysis of photographic reconnaissance. The insights obtained made a huge impact on the war. Hundreds of analysts were recruited, trained and organised. The way photographic intelligence was organised and operated can teach us a lot about how to organise and operate analytics in the modern world. This presentation will tell the story of photographic intelligence in WW2 – illustrated with some examples of the triumphs, and a few failures, of photographic reconnaissance – and draw out the analogies with our own work.

Moderator:

Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit ()

Speaker:

John Woods, Director, Sharp Ahead

Room: Impressive Suite

Predictive Analytics World for Business:

Closing Note and Feedback

A good recap is always necessary after two days of thought leadership, meaningful insights and tactical tips. Let our moderators guide you through what they found most valuable and help you create your own list of top takeaways, favorite speakers and sessions.

Speaker:

Prof. Dr. Sven Crone, Director, Lancaster Research Centre for Forecasting

Alex Hancock, Head of Treasury Analytics, Shell Oil Company

Chris Turner, Co-Founder, StrataBridge

Room: Creative 1

Email Innovations Summit Panel discussion:

What’s Holding Innovation in Email Back, and What Can We Do About It?

Gmail recently shocked the email industry with a huge announcement—they’ve rolled out support for responsive email. What’s perhaps more shocking is how long these changes took, and the misconceptions that have come before and after. Join four industry experts as they lead an interactive conversation about what changes in Gmail and Outlook mean for the future of email, why innovation in email design has never been more important, and what we all can do about it.

Moderator:

Justine Jordan, VP, Marketing, Litmus ()

Speaker:

Elliot Ross, Founder, ActionRocket, Co-Founder, Taxi for Email ()

John Thies, Co-Founder, Email on Acid ()

Mark Robbins, Email Developer, Rebelmail ()

Justine Jordan, VP, Marketing, Litmus ()

5.30 pm

End of Conference

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