London, 17-18 October, 2018

Data Driven Business London
etc.venues, 200 Aldersgate, 17-18 October, 2018


Data Driven Business - London - Day 1 - Wednesday, 17th October 2018

8:00 am
Registration
Registration
Registration
Registration
9:00 am
 
 
 
Room: Creative 3
Email Innovations Summit Welcome & Opening:
Jenna TiffanyLet's Talk Strategy
Founder & Strategy Director
Let'sTalk Strategy
9:05 am
 
 
 
Room: Creative 3
Email Innovations Summit Keynote:

Dave Chaffey will explore trends in how email marketing is evolving to be better integrated with other lifecycle marketing activities including on-site messaging, personalization and re-targeting and the future roles of Artificial Intelligence and Machine Learning. 

Session description
Speaker
Dave ChaffeySmart Insights
Director Marketing
Smart Insights
9:15 am
Room: Premium 1+2
Digital Growth Unleashed Welcome & Opening:
Stephen Pavlovichconversion.com
CEO
Conversion.com
Room: Creative 2
Marketing Evolution Experience Welcome & Opening:
Jim SterneMarketing Evolution Experience
Founder
Marketing Evolution Experience
Room: Creative 1
PAW Business Welcome & Opening
David Stephenson, PhDDSI Analytics
Author and Founder
DSI Analytics
 
9:30 am
Room: Premium 1+2
Digital Growth Unleashed Keynote:

In marketing, as in Scrabble, some words are worth more than others. They're the words with the power to convince and convert -- the ones that drive marketers' success in subject lines, landing pages and content titles. And with mobile readership increasingly shrinking the physical space in those areas, a single word can make a sizable difference. Discover 26 (yes, one for each letter of the alphabet!) persuasive words and copy constructs that you can easily use tomorrow to increase your read and respond rates. Hear about the scientific studies and in-market research supporting each. And leave ready to write more persuasive content.

Discover:
- The compliance trigger in the word "Because"
- The 28% difference between "smashed" and "contacted"
- The 140% lift of questions
- How to use Rhyme as Reason Bias
- Why the Scarcity Principle work

Session description
Speaker
Nancy Harhut
Chief Creative Officer
Nancy Harhut & Associates
Room: Creative 2
Marketing Evolution Experience 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
Room: Creative 1
PAW Business Keynote:

Data science, if judged as a separate science, exceeds its sisters in truth, breadth, and utility. DS finds truth better than any other science; the crisis in replicability of results in the sciences today is largely due to bad data analysis, performed by amateurs. As for breadth, a data scientist can contribute mightily to a new field with only minor cooperation from a domain expert, whereas the reverse is not so easy. And for utility, data science can fit empirical behavior to provide a useful model where good theory doesn’t yet exist. That is, it can predict “what” is likely even when “why” is beyond reach. But only if we do it right! The most vital data scientist skill is recognizing analytic hazards. With that, we become indispensable.

Session description
Speaker
John Elder, PhDElder Research
Founder & Chair
Elder Research
 
10:00 am
 
 
 
Room: Creative 3
Email Innovations Summit Sponsored Session:

With thousands of products to promote and the goal of scaling targeted, relevant campaigns, Holland & Barrett can't rely solely on recent behaviour or past purchase history to target its campaigns. The solution is to add a crucial intelligence layer to email campaign targeting and planning ...with very wholesome results! In this session Rich and Katy will show you how to leverage deep learning in order to maximize campaign revenue and customer engagement.

Session description
Sponsored by
Tinyclues
Speakers
Katy BennettTinyclues
Director UK&I
Tinyclues
Rich LalloHolland & Barrett
Head of Digital Marketing
Holland & Barrett
10:25 am
 
Room: Creative 2
Marketing Evolution Experience

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
Coffee Break
Coffee Break
Coffee Break
10:55 am
Room: Premium 1+2
Digital Growth Unleashed Track 1:

In this session, Stuart will share an insightful case study of redesigning the schuh website from black to white, lessons learned and results from A/B testing.

Session description
Speaker
Stuart McMillanSchuh Limited
Deputy Head of Ecommerce
Schuh Limited
Room: Premium 3
Digital Growth Unleashed Track 2:

In all good stories things happen for a reason. Every prop and character that is present, every line that is spoken and song that is played has a role to play in making the story come together. In this talk Anna takes us on a journey of what we can learn from traditional storytelling methods when it comes to optimising landing pages and how narrative structure is key in ensuring we're telling the right story to the right audience, at the right time.

Session description
Speaker
Anna Dahlström
Founder
UX Fika
Room: Creative 2
Marketing Evolution Experience

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
Room: Creative 1
PAW Business

Expectations on customer experience are being reset every day by digital native companies. Google, Facebook, Uber are leveraging real time customer data and providing relevant and personalized experience at every touchpoint. When it comes to customer experience we can no longer benchmark ourselves with the peers in our own industry as digital has expanded the peer set by blurring industry boundaries. Financial services is no different. Customer’s financial journey is becoming increasingly complex with multitude of financial services entering the market every day. It has become even more critical to provide relevant and personalized customer experience in this space. The case studies in this talk highlight some possibilities (and recent examples) in making the customer touchpoints more personalized and engaging through predictive analytics leveraging transaction, credit bureau and digital data.

Session description
Speaker
Abhishek Joshi ‘AJ’Visa
Senior Director
Visa Consulting & Analytics
Room: Specialist
PAW Business Deep Dive

Companies are turning more and more attention to how their internal machine learning systems make decision. It is becoming more and more important to infer the rationale behind their reasoning. Inability to make such inferences can have far-reaching consequences. Government, hospitals, and other businesses become dependent on decisions made by algorithms. With that in mind, we present a series of techniques and algorithms that can turn a black box system into a human readable and understandable series of rules. We illustrate these approaches using marketing and retail use cases.

Session description
Speaker
Andrey Sharapov, PhDLidl
Data Scientist
Lidl
Room: Creative 3
Email Innovations Summit

Catherine Loftus from TrustedHousesitters will share insights and ideas on how to build and optimise your email conversion programmes. In this session, you’ll discover:

- Why email optimisation goes beyond your ESP
- How to build email programmes that will always have your back
- The importance of being bold in your testing
- Why you sometimes have to break the rules!

Session description
Speaker
Catherine LoftusTrusted Housesitters
Senior CRM & Product Marketing Manager
Trusted Housesitters
11:40 am
Session Change for Digital Growth Unleashed and Combo Pass Holders
Session Change for Marketing Evolution Experience and Combo Pass Holders
Session Change for Combo Pass Holders
Session Change for Combo Pass Holders
11:45 am
Room: Premium 1+2
Digital Growth Unleashed Track 1:

Building products isn’t enough. Marketing channels are saturated. Rapid Experimentation and Growth Marketing skills help you beat the competition and keep growing!

Growth comes from a mix of behavioural psychology, coding, creative marketing and data analysis. Having spent the last couple of years building, coaching and training regiments of growth teams and growth marketers, in this talk I'll run you through some of the latest stories, learnings and tricks we've learned along the way.

A brief but information-packed power session covering the process, mindset and tools that will help you on your journey towards a more consumer centric, experiment- and data-driven organisation.


Session description
Speaker
Ferdinand KoelewijnGrowth Tribe
Commercial Director at Growth Tribe
Growth Tribe
Room: Premium 3
Digital Growth Unleashed Track 2:

You probably think you don’t have time for SEO. Your competition would celebrate this, but they’re also too busy doing the wrong things. You will walk away from this session understanding how to use SEO signals to your advantage, and more than 20 different ways to tap into Google’s traffic with minimum effort and time investment. The focus of this talk will be on practical steps you can and should adopt to get more new customers without spending a penny.

Session description
Speaker
Dave CollinsSoftwarePromotions
Founder
SoftwarePromotions
Room: Creative 2
Marketing Evolution Experience

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
Marketing Evolution Experience

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
Room: Creative 1
PAW Business

In this talk, Hector will cover some recent advances in applying machine learning to the field of healthcare. A brief overview of deep learning and its applications in healthcare such as diagnostics, care management, decision support and personalized medicine. There will be deeper dives into specific topics such as machine learning on electronic health records.

Session description
Speaker
Hector YeeGoogle
Team Lead
Google Brain
Room: Creative 3
Email Innovations Summit

Email marketing is the bread and butter of most marketing strategies, but creating and running email campaigns continues to be difficult to execute. As a result, many brands feel they’re not doing what they need, and spend 8 hours a day working to just achieve the basics. In this talk we’ll explore the challenges of the email process, and how revolutionising how email teams work enables sending better email, quicker and at a larger scale – ultimately not only improving ROI but also team success. 

Session description
Speaker
Elliot RossTaxi for Email
Co-Founder
Taxi for Email
12:30 pm
Lunch Break
Lunch Break
Lunch Break
Lunch Break
1:40 pm
Room: Premium 1+2
Digital Growth Unleashed Keynote:

You better get ready: In his keynote Karl will outline why most marketers suck at online marketing (yep, this session will be fun), why words are so much more important than design and seven universal but often forgotten principles to boost your online success.

Session description
Speaker
Karl GilisAGConsult
Co-founder
AGConsult
Room: Creative 2
Marketing Evolution Experience

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
Room: Creative 1
PAW Business
Part 1

Who gets to call themselves a Data Scientists? An Analytics Professional? Almost every company in the industry has a unique way of defining roles and assigning titles in data analytics related positions. This has resulted in a chaotic market that is confusing to employers, academic and training institutions, recruiters, and candidates. This presentation will share the main outcomes and learnings of a global research study to understand standards on definitions of analytics roles, skill-sets and career paths in the data science industry. Study reaches out to several hundred analytics leaders globally and is managed by an executive committee including academicians and industry leaders.

Session description
Speakers
Yike Guo, Prof
Founding Director of Data Science Institute
Imperial College London
Emre YayıcıAnalytics Center
Managing Partner
Analytics Center
Predictive Analytics World for Business
Part 2

In the past 15 years or so technology companies like Google and Facebook have been applying predictive analytics to digital marketing for producing targeting and optimisation solutions. Today with the growth of scaled cloud platforms and machine learning technologies, it has become possible for brands to build their own solutions to these and other marketing challenges. Here we will explore how machine learning methods such as Markov chains and boosted and ensemble classifier methods can be used to predict and optimise the marketing mix, and some of the key technical challenges involved. We will further show how such predictive models can be used to identify and target customer prospects and with additional modelling, automate digital buying solutions. The presentation will also cover organisation challenges such as the need to foster collaboration between data scientists and marketers in order to get to actionability, and the practical steps you needed to apply these technologies to your own organisation.

Session description
Speaker
Gabriel Hughes, PhDmetageni
CEO and Founder
Metageni
Room: Specialist
PAW Business Deep Dive

Graph-based machine learning is becoming a very important trend in Artificial Intelligence, transcending a lot of other techniques. The worlds largest companies are promoting this trend. For instance Google Expander's platform combines semi-supervised machine learning with large-scale graph-based learning.

Using graphs as basic representation of data for machine learning purposes has several advantages: (i) the data is already modelled for further analysis, explicitly representing connections and relationships between things and concepts; (ii) graphs can easily combine multiple sources into a single graph representation and learn over them, creating Knowledge Graphs; (iii) a lot of machine learning algorithms exploit graphs for improving computation performances and results quality.

The Deep Dive will show the advantages above presenting also some applications like recommendation engine and natural language processing that use machine learning over graph. Concrete scenarios, models and end-to-end infrastructure will be discussed

Session description
Speaker
Alessandro Negro, PhDGraphAware
Chief Scientist
GraphAware
Room: Creative 3
Email Innovations Summit

Matt will discuss how to use real-time content in email to stand out of the inbox. You will discover how to achieve a greater level of personalisation, at scale, and how this leads to increased conversions and ultimately, revenue. 

Session description
Speaker
Matt HayesKickdynamic
CEO & Co-Founder
Kickdynamic
2:30 pm
 
Marketing Evolution Experience 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 Digital Growth Unleashed and Combo Pass Holders
Session Change for Marketing Evolution Experience and Combo Pass Holders
Session Change for Combo Pass Holders
Session Change for Combo Pass Holders
2:45 pm
Room: Premium 1+2
Digital Growth Unleashed Track 1:

You wouldn’t build a house without a foundation would you? Without the foundation the house would crumble. So how can you design a business without first building a foundation? Join Laura for this engaging and thought provoking talk where she illustrates the 8 key elements to building a strong brand foundation for your business and learn why creating an experience for your clients is even more important that you might think.

Session description
Speaker
Laura BeauparlantLAB CREATIVE
Owner + Creative Director
Lab Creative
Room: Premium 3
Digital Growth Unleashed Track 2:

A lot of 'customer journey' talk will focus on what we can see and how that drives our emotional decision from awareness to purchase. However this misses the other part of the journey - the physical route; and how that is experienced by our customers. In this talk Nichola will detail what and how to improve the physical journey, specifically site speed, availability, accessibility and haptics; as well as showing case studies of significant performance improvement made with attention to physical.

Session description
Speaker
Nichola StottERUDITE
MD & Founder
ERUDITE
Room: Creative 2
Marketing Evolution Experience

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
Room: Creative 1
PAW Business

ING is a data driven enterprise, which is heavily investing in AI, analytics and streaming data processing. As many other enterprises, ING deals with a large variety of data sources. . The amount of data which must be handled goes beyond the computing performance of single machines, and vertical scalability is hardly an option. For this specific reason ING is moving towards a scenario where machines are grouped into clusters and data is handled by distributed processing systems. An important building block in ING's analytics journey is a state-of-the-art Data Lake, build around Hadoop, Spark, IBM PDA, and Cassandra. The data lake replaces several enterprise data warehouses and is the central repository for all types of data, supporting various types of queries for our stakeholders' demands: batch, real-time, large and small datasets. Key elements of the ING's Data Lake are RESTfull APIs, secured and managed access to big data storage and processing, and real-time streaming analytics. Data is also being handled more often than not as streams and ING is using Flink and Kafka provide faster, more reactive and up-to-date user experiences and journeys. Finally, machine learning is aiding traditional SQL analytics to provide better insight when it comes to operational excellence, business processes, marketing and security applications. In this session Bas will give some examples of data-driven use cases and explains the choices in technology and way of working that ING has made in the past few years.

Session description
Speaker
Bas GeerdinkING Belgium
Technology Lead
ING
Room: Specialist
PAW Business Deep Dive

Transfer learning is a deep learning technique that uses pre-trained networks as starting points for training domain specific classifiers. This allows for virtually out-of-the-box building of powerful baseline deep learning models for virtually any domain, from medical images like X-ray images to industrial optical images or satellite imagery. This can be further generalized to non-image datasets like IoT, by emphasizing its multichannel 1D images properties. George is using GPU enabled Deep Learning Virtual Machinesto show how engineers can leverage open-source deep learning frameworks like Keras to build end to end intelligent signal classification solutions.

Session description
Speakers
Miguel Fierro, PhDMicrosoft
Data Science and AI
Microsoft
George Iordanescu, PhDMicrosoft
Algorithm Specialist
Microsoft
Room: Creative 3
Email Innovations Summit

The DMA publishes 3 major pieces of email research each year: what the consumer thinks about email marketing; what the Marketer thinks about email marketing and what the data *actually* tells us about email marketing. But which – if any - of these are true and can apparent contradictions in one actually lead us to deeper truths in another?

Session description
Speaker
Marcus GeareyZeta Global
Analytics Manager
Zeta Global
3:30 pm
Coffee Break
Coffee Break
Coffee Break
Coffee Break
3:55 pm
Room: Premium 1+2
Digital Growth Unleashed Featured Session:

In the coming years, everything that we know about marketing and advertising will be challenged. New technologies, changes in consumer behavior, and the rise of intelligent personal assistants will make-or-break brands, organizations, and marketers. As practitioners, we’ll need to change how we think, and start preparing now. Jono explores how, why, and when we'll need to level up.

Session description
Speaker
Jono AldersonYoast
Mad Scientist
Yoast
Room: Creative 2
Marketing Evolution Experience

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
Room: Creative 1
PAW Business

The Washington Post invested in building a data science team more than five years ago. In that time we have taken on ambitious data-driven projects. In this presentation you will learn how artificial intelligence and machine learning is changing the products we build. From our automatic comment moderation tool, ModBot, to automatic content generation through Heliograf and how we learn from the data to shape future product development.

Session description
Speaker
Joey MarburgerThe Washington Post
Director of Product
The Washington Post
Room: Creative 3
Email Innovations Summit

Learn how Shell transformed its marketing operations at global scale to deliver more personalised, targeted and engaging marketing campaigns.

Session description
Speaker
Pierluigi BoscoShell Oil Company
Global CRM Channel Manager
Shell
4:40 pm
Session Change for Digital Growth Unleashed and Combo Pass Holders
Session Change for Marketing Evolution Experience and Combo Pass Holders
Session Change for Combo Pass Holders
Session Change for Combo Pass Holders
4:45 pm
Room: Premium 1+2
Digital Growth Unleashed Keynote:

Any veteran growth marketer knows you can’t fall in love forever with a marketing channel.Instead you must periodically pivot from one to another marketing channel (or radically adjust strategies within a channel) as over time, ROI inevitably goes down as algorithms get updated, ad prices go up, organic reach gets clobbered, competition goes up, etc.So what’s a growth marketer to do in 2018 and beyond? In this session, Larry Kim will cover a detailed analysis across the top marketing channels you should focus on, which marketing channels require radically new approaches, and which are a total waste of time — all with a particular emphasis on the growth marketing “hacks” — the tactics and strategies which yield the greatest return for least amount of effort.

Session description
Speaker
Larry KimMobile Monkey
CEO
Mobile Monkey
Room: Creative 2
Marketing Evolution Experience 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
Room: Creative 1
PAW Business
Part 1

We’ve all seen presentations about ideal predictive analytics setups and -teams in big companies, but how do you make it work in smaller organisations when resources are scarce? How do you make headway when the rest of the organization is busy doing other things? In this presentation we will show our journey into analytics by taking pragmatic steps in a smaller organization. Illustrated with real life cases and practical applications.

Session description
Speakers
Berlinda HermsenOHRA
Data Scientist
OHRA
Antal NusselderOHRA
Data Scientist
OHRA
Predictive Analytics World for Business
Part 2

BOTS is one of the AI Buzzwords du Jour. But what is behind the hype? In this presentation, the major components of a bot will be identified then a practical example will be created using public data and open source software. A highlight will be the use of machine learning combined with various forms of active learning to not only create an initial ontology but then to help make the bot automatically “smarter” over time. The example is done so that it can be shared and extended to a variety of topics.

Session description
Speaker
Phil WintersCIAgenda
Author and Thought Leader
CIAgenda
Room: Creative 3
Email Innovations Summit

Email marketing continues to be the bedrock of marketing and shows no signs of slowing down. There are many exciting developments from AI, intelligent personalisation and sophisticated automation but one area is still lacking in email marketing, and that's the definition of a strategy.

So how can your business define a strategy with the future in mind with data protection regulations tightening and consumers losing trust in marketing? I'll be highlighting the future trends in both email marketing and consumer behaviour alongside practical steps you can implement to create a robust email strategy that will stand your business in good stead for the future!

Session description
Speaker
Jenna TiffanyLet's Talk Strategy
Founder & Strategy Director
Let'sTalk Strategy
5:45 pm
Networking Reception in the Exhibit Hall
Networking Reception in the Exhibit Hall
Networking Reception in the Exhibit Hall
Networking Reception in the Exhibit Hall
7:00 pm
End of First Conference Day
End of First Conference Day
End of First Conference Day
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

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

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

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

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

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

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

Data Driven Business - London - Day 2 - Thursday, 18th October 2018

8:30 am
Registration
Registration
Registration
Registration
9:30 am
Room: Premium 1+2
Digital Growth Unleashed Featured Session:

AI and machine learning are coming at us fast. You need to know the basics and understand the practical applications. Starting with a quick overview of AI and ML (hold the math!), you will understand the language and the implications, be able to speak cogently with your colleagues, and determine where to apply this innovative technology first. You will also get a firm grasp on how these new tools will change your job and what you can do to remain relevant in tomorrow’s marketing department.

You will learn

What are artificial intelligence and machine learning?

How do they work?

What are they good at?

How are they useful in marketing?

Session description
Speaker
Jim SterneMarketing Evolution Experience
Founder
Marketing Evolution Experience
Room: Creative 2
Marketing Evolution Experience 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
Room: Creative 1
PAW Business
Part 1

Telenet Group (part of Liberty Global), the largest provider of cable broadband services in Belgium, continuously strives to create an amazing experience for its customers. To tackle possible service issues proactively, Telenet makes use of Advanced Analytical techniques. Different predictive models are deployed to identify which service issues customers possibly encounter.
Our solution was used in 2017 for the first time during the ‘Helemaal Mee Tournee’ Campaign. As a result, Telenet was able to proactively detect households with an issue and send out technicians more efficiently. In this presentation we will show how we built our models, how we cooperated with stakeholders, and which are our next steps.

Session description
Speakers
Paul AertsTelenet
Advanced Analytics Manager
Telenet
Wouter Buckinx, PhDPython Predictions
Managing Partner
Python Predictions
Predictive Analytics World for Business
Part 2

Working across 2000+ cities, Alibaba facilitates close to ten million food deliveries per day. In this talk, we’ll discuss Alibaba’s multi-factor dispatching and route planning model, which is used to optimize the real-time planning of their three million delivery riders delivering from 1.3 million partner shops. We’ll discuss static, dynamic and behavioral factors and constraints within this model, as well as how deployment is scaled in the Alibaba cloud, resulting in a response time of 500ms and cost savings of several hundred million dollars per year.

Session description
Speaker
Vikram GodseAlibaba
Solution Architect
Alibaba Cloud
Room: Creative 3
Email Innovations Summit

Has the dust settled or just been kicked up even more? We're going through the biggest change and challenge to data-driven and digital marketing for a generation. I'm writing this synopsis 4 days before GDPR comes into force and the exciting thing is that nobody knows what the landscape looks like over this horizon. In this session we'll be looking at what what happened, why, what it means specifically to permission-based marketing, focusing on email, and what it means to you. And we'll look at what we know about ePrivacy and the specific changes to marketing permission through email, SMS and one-to-one messaging

Session description
Speaker
Steve HendersonEmarsys
Head of Email Deliverability
Emarsys
10:30 am
Coffee Break
Coffee Break
Coffee Break
Coffee Break
10:55 am
Room: Premium 1+2
Digital Growth Unleashed Track 1:

With limited screen space and UX as a priority in an increasing mobile-first user world we need to consider cues to go beyond 'just the words on the page' and pass strong semantics plus intent-mapped sectioning to search engines without damaging human UX. We'll look at how to find a balance for maximum signal strength in e-commerce SEO to delight humans and disambiguate for bots.

Session description
Speaker
Dawn AndersonMove it marketing
Director
Move It Marketing
Room: Premium 3
Digital Growth Unleashed Track 2:

Every single decision we take is driven by an emotion or an instinct. The question is, which emotions are driving your customers? Because depending on which one, it’s either driving them to stay, complete the purchase or leave. In this session Neil will give you an insight into how Biometrics is helping the CRO sector to evolve into one that optimises for customers emotions and not just for website usability.

Session description
Speaker
Neil McKayEndless Gain
CEO
Endless Gain
Room: Creative 2
Marketing Evolution Experience

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
Room: Creative 1
PAW Business

Smartphone sensors produce around 1 GB of data per hour as they record location, air pressure, acceleration, ambient light, etc. iPhones are even equipped with dedicated coprocessors to facilitate real-time analysis. In this talk, Silvan Rath, a widely recognized expert in location technology, will provide a true insider view on how companies are leveraging smartphone location data across verticals. The range of possible insights will surprise you. He'll give an overview of technology, discuss important legal considerations, and provide practical tips how to collect and analyze data from smartphones, with the goal of producing tangible business value.

Session description
Speaker
Silvan Rathpredict.io
Founder
predict.io
Room: Specialist
PAW Business Deep Dive

Reinforcement learning is gaining attraction in the AI field as it extends to predictive analytics to a fully autonomous and optimized control of complex systems. It has a lot of applications in robotics, autonomous car driving, industrial control and even gaming. This talk derives the main theoretical concepts, applicable algorithms and simulation environments for agent development. There will be also a discussion about still existing challenges and limitations of this concept.

Session description
Speaker
Norbert KraftNokia Bell Labs
Research & Technology
Nokia Bell Labs
Room: Creative 3
Email Innovations Summit

With only 28% of companies implementing lifecycle programmes, 26% dynamic content and 24% behavioural targeting, the need to further harness customer behaviour to provide a highly relevant email experience is prevalent. Join Kate Barrett from eFocus Marketing in this session and discover:
- How to put the customer first in everything you do for increased results
- What is the RIGHT data to collect for your business and the best ways to obtain it
- How to use this data to deliver a highly relevant experience that leaves your subscribers wanting more

Session description
Speaker
Kate BarretteFocus Marketing
CEO & Founder
eFocus Marketing
11:40 am
Session Change for Digital Growth Unleashed and Combo Pass Holders
Session Change for Marketing Evolution Experience and Combo Pass Holders
Session Change for Combo Pass Holders
Session Change for Combo Pass Holders
11:45 am
Room: Premium 1+2
Digital Growth Unleashed Keynote:

Personalisation is celebrated as a way to get an unfair advantage over your competitors. But most people don't know where to start.

In this session, Stephen from Conversion.com will show you how to:
- know if you're ready to start personalisation (and what to do if you're not)
- discover meaningful segments of users (without personalising for the sake of it)
- create a framework to ensure you maximise impact (without relying on popups or product recommendations).

Session description
Speaker
Stephen Pavlovichconversion.com
CEO
Conversion.com
Room: Creative 2
Marketing Evolution Experience

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
Marketing Evolution Experience

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
Room: Creative 1
PAW Business
Part 1

In situations where 1% optimisation improvement might be worth millions – algorithm tuning, parallelisation, cloud benchmarking, etc – might turn out to be just the things that count. Grzegorz Gawron walks you through some cases where software engineering (computer science?) goes hand in hand with data science. All based on VirtusLab's real-world projects.

Session description
Speaker
Grzegorz GawronVIRTUSLAB
Head of Data Science
VirtusLab
Predictive Analytics World for Business
Part 2

With all the hype surrounding Artificial Intelligence these days and the ever-increasing data generated, the willingness from business stakeholders to adopt this technology is on the rise.

When decision-makers get past the “What is it?” question, they immediately get motivated into understanding “Where?” in their business AI fits. This is a subject of paramount relevance with not nearly enough focus by the community.
In this talk, João addresses this topic with thought provoking real-life use cases from his experience in developing and implementing AI solutions with Inovretail.

Session description
Speaker
João Guichardinovretail
Chief Science Officer
INOVRETAIL
Room: Creative 3
Email Innovations Summit

Let's face it, there has been a bit of panic around GDPR. Post GDPR everyone had an opinion with huge fines on the horizon. Who is the expert in the room now? How do you maintain your customers engaged? How do you rebuild your email database? In this session I will be talking about permission-based data capture, focusing on five transparent and engaging customer experiences to capture customer data.

Session description
Speaker
Jacques ProthonODICCI
Founder & CEO
ODICCI
12:30 pm
Lunch Break
Lunch Break
Lunch Break
Lunch Break
1:40 pm
Room: Premium 1+2
Digital Growth Unleashed Track 1:

Don't you find that AB testing can be homogenised? Doing what others are doing and expecting the same result or, as it's more commonly known, "best practice". Homogenisation breeds desensitisation; where users are increasingly not being affected by closed checkouts or recommended products. We explore methods and techniques how you can be more creative with experimentation to set new bars. Let us show you how we do it.  

Session description
Speaker
David MannheimUser Conversion
Owner
User Conversion
Room: Premium 3
Digital Growth Unleashed Track 2:

This session will explore the role that social and digital marketing played in changing attitudes and behaviours on and offline and identify the lessons that we can all learn from the award-winning campaign's success. There'll also be a chance to see the latest plans and creative as the next phase of the campaign get underway. 

Session description
Speaker
Kate DaleSport England
Strategic Lead for Campaigns
Sport England
Room: Creative 2
Marketing Evolution Experience

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
Room: Creative 1
PAW Business
Part 1

In this presentation David will highlight the key imperatives required to successfully develop an analytics capability. Big Data and Analytics have been known 'hot topics' for some time now. The spending on analytics is expected to increase in the coming years. What is less well known is what it takes to make advanced analytics successful. There are many examples where it appears to have "bounced off" companies despite the great promise. Analytics requires the right conditions to be successful. The presentation, based on interviews and surveys of over 400 world leading executives, sets out the 10 imperatives required to succeed.

Session description
Speaker
David Zdravkovic, PhDOC&C Strategy Consultants
Head of Analytics
OC&C Strategy Consultants
Predictive Analytics World for Business
Part 2

This talk will discuss how machine learning on images can be used to understand and optimize drivers of ad success (logo, faces, text, etc.), and to further generate features for additional advanced models. We’ll discuss, for example, how we can use these models to estimate impact on click through rates and how this can help guide better use of advertising creatives.

Session description
Speaker
Dirk NachbarGoogle
Data Scientist: Solutions Specialist
Google
Room: Specialist
PAW Business Deep Dive

In this Deep Dive, Bohdan will cover approaches for sales time series predictions, risk assessments in business analytics and some of the main points of his team #1 Place Solution on Kaggle competition “Grupo Bimbo Inventory Demand”.

Session description
Speaker
Bohdan Pavlyshenko, PhDSoftServe
Data Scientist
SoftServe
Room: Creative 3
Email Innovations Summit

In this session, Philip Storey, Principal Consultant at email marketing agency Enchant, will guide you through the art of getting the most from every email campaign you send. From the most effective approaches to design, to psychology and persuasion tactics, you'll learn practical tips that you can instantly apply to any email campaign that will create significant impact.

Session description
Speaker
Philip StoreyEnchant Agency
CEO
Enchant Agency
2:40 pm
Session Change for Digital Growth Unleashed and Combo Pass Holders
Session Change for Marketing Evolution Experience and Combo Pass Holders
Session Change for Combo Pass Holders
Session Change for Combo Pass Holders
2:45 pm
Room: Premium 1+2
Digital Growth Unleashed Track 1:

Hear what service design is, with a case study of John Lewis applying it. Explore why service design breaks down business silos and how it can focus the mind quickly, in order to increase conversion. Finally all the pitfalls John has fallen into in his service design career, with a specific focus on doing service design in big companies.

Session description
Speaker
Steve Kato-SpyrouJohn Lewis
UX Architect
John Lewis
Room: Premium 3
Digital Growth Unleashed Track 2:

As the role of chatbots within our marketing mix becomes mainstream, brands will need to understand not only the technology but the not so obvious skills gap. Like web, this is not a one-person role. It requires copywriting, graphic design and programming skills, and a good understanding of customer intent and their journey. Are you ready?

Session description
Speaker
Jim RoweBlooming Social Media
Director
Blooming Social Media
Room: Creative 2
Marketing Evolution Experience

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
Room: Creative 1
PAW Business

Applied deep learning has fast become a standard tool for many industry machine learning applications. New advances in neural network techniques have opened the doors to solving problems at scale that were out of reach until recently. Because of these advances, applications such as in image recognition for self-driving cars, medical image classification, text translation, and fake news detection are both tractable and often the industry standard. In this keynote, Mike Tamir, who heads the data science teams at Uber ATG—the self-driving cars division—reveals how two key application areas of deep learning signal the broad importance of this emerging technology.

Session description
Speaker
Mike TamirUber
Head of Data Science, Advanced Technologies Group
Uber
Room: Creative 3
Email Innovations Summit

Giffgaff does mobile differently with no shops, no call centres and no contracts. It means their members stay because they want to, not because they have to. So learn how giffgaff have revamped their email welcome journey to provide greater member retention, how they're measuring their success and share the lessons learned. 

Session description
Speaker
Richard Fullertongiffgaff
CRM & Referral Sales Lead
giffgaff
3:30 pm
Coffee Break
Coffee Break
Coffee Break
Coffee Break
3:55 pm
Room: Premium 1+2
Digital Growth Unleashed Round Table Discussion

Hear from the experts in this panel discussion where we discuss the fundamental changes that GDPR has brought to businesses; the challenges brands are facing and answer any questions you, the audience have!

Session description
Speakers
Dawn AndersonMove it marketing
Director
Move It Marketing
Steve HendersonEmarsys
Head of Email Deliverability
Emarsys
Stuart McMillanSchuh Limited
Deputy Head of Ecommerce
Schuh Limited
Room: Creative 2
Marketing Evolution Experience

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
Room: Creative 1
PAW Business

ASOS uses machine learning to help customers find clothes they will love. There are some specific challenges of the fashion domain that require adapting and customising well-known solutions that have been used in other domains such as music and video recommendation. In this talk, Saùl will share some of the challenges and solutions he and his team came up with.

Session description
Speaker
Saúl Vargas Sandoval, PhDASOS
Senior Data Scientist
ASOS
Room: Creative 3
Email Innovations Summit

If you’re tasked with writing copy for emails, you’ve basically got 3 jobs: capture someone’s attention, sustain their interest and get them to act – all with the words you use. This session breaks that process down, giving you road-tested tips and techniques that help you write more effective subject lines, body copy and click buttons.  

Session description
Speaker
Stuart ClarkRed C Marketing
Head of Copy
Red C Marketing
4:40 pm
Session Change for Digital Growth Unleashed and Combo Pass Holders
Session Change for Marketing Evolution Experience and Combo Pass Holders
Session Change for Combo Pass Holders
Session Change for Combo Pass Holders
4:45 pm
Room: Premium 1+2
Digital Growth Unleashed Closing Session

Dave Chaffey will explore trends in how businesses manage conversion rate optimisation activities and the platforms and techniques they use, looking at the role of Artificial Intelligence and Machine Learning in the future. 

Session description
Speaker
Dave ChaffeySmart Insights
Director Marketing
Smart Insights
Room: Creative 2
Marketing Evolution Experience

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.
Room: Creative 1
PAW Business

In this talk Andreas will briefly introduce GANs and discuss how they can be used in a semi-supervised learning setup, to improve generalization when only few labeled examples are available. Two datasets will be considered. The first one is a standard academic dataset (SVHN) where this technique has been originally applied to improve generalization of digit recognition. The discriminator is trained on labeled images, unlabeled images, as well as artificially generated images from the GAN. By combining three sources of data, it will generalize better than a classifier trained on only one source of data. The same approach will then be used in one real world use case.

Session description
Speaker
Andreas MerentitisOLX Goup
Head of Applied Data Science
OLX
Room: Creative 3
Email Innovations Summit

Come and join the ride through Virgin Holidays transformational journey towards a unified customer experience and see how AI has played a major part during this journey. Chris will show you how the Virgin Holiday Team: 
· Converted communications from transactions to inspiring conversations by incorporating AI
· The change in culture, of trust to transform and support Virgin Holidays digital transformation.
· How internal collaboration helped to transform the customer experience
· The data consolidation effect from CRM, online, retail and other sources for better customer visibility.

Session description
Speaker
Chris InsallVirgin Holidays
Customer Communications Manager
Virgin Holidays
5:30 pm
End of Digital Growth Unleashed London 2018
Room: Creative 2
Marketing Evolution Experience

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
End of Predictive Analytics World for Business London 2018
 
5:45 pm
 
End of Marketing Evolution Experience London 2018
 
End of Email Innovations Summit London 2018
CloseSelected Tags:
We use cookies to provide you with the best possible experience on our website. By utilising our website you agree to the placement of cookies on your device. Find out more