London, 20-21 October, 2020

Data Driven Business London
20-21 October, 2020


Review – Agenda 2019

Data Driven Business - London - Day 1 - Wednesday, 16th October 2019

8:00 am
Registration
Registration
Registration
Registration
9:00 am
Room: Creative 3
Digital Growth Unleashed
 
Room: Premium 2
PAW Business
The Session Description will be available shortly.
Session description
Speaker
Dr. David StephensonDSI Analytics
Author and Founder
DSI Analytics
 
9:10 am
Room: Creative 3
Digital Growth Unleashed Opening Keynote:

The last four years have overturned many of the models that worked successfully in web marketing for years, and organizations of all kinds are feeling the pain. Organic reach on social is nearly dead. Content marketing isn't producing the returns it once did. SEO is more competitive than ever, and often Google themselves are the ones taking your traffic opportunities. And paid ad costs and effectiveness, especially for new brands, makes ROI hard to achieve. In this presentation, Rand will pull back the curtain on why these changes have occurred, and expose new tactics and strategies that can put you ahead of the competition.

Session description
Moderator
Laura CrimmonsSilverthorn
Founder
Silverthorn
Speaker
Rand FishkinSparkToro
Founder
SparkToro
 
 
 
9:15 am
 
Room: Premium 3
Marketing Analytics Summit
Room: Premium 2
PAW Business

The core Bayesian idea, when learning from data, is to inject information — however slight — from outside the data.  In real-world applications, meta-information is clearly needed — such as domain knowledge about the problem being addressed, what to optimize, what variables mean, their valid ranges, etc.  But even when estimating basic features (such as rates of rare events), even vague prior information can be very valuable. This key idea has been re-discovered in many fields, from the James-Stein estimator in mathematics and Ridge or Lasso Regression in machine learning, to Shrinkage in bio-statistics and “Optimal Brain Surgery” in neural networks.  It’s so effective — as I’ll illustrate for a simple technique useful for wide data, such as in text mining — that the Bayesian tribe has grown from being the oppressed minority to where we just may all be Bayesians now.

Session description
Moderator
Dr. David StephensonDSI Analytics
Author and Founder
DSI Analytics
Speaker
Dr. John ElderElder Research
Founder & Chair
Elder Research
Room: Creative 1
Email Innovations Summit
Jenna TiffanyLet's Talk Strategy
Founder & Strategy Director
Let'sTalk Strategy
9:30 am
 
Room: Premium 3
Marketing Analytics Summit

Marketing professionals and digital analysts of all stripes need a destination, a map, and expert navigation to help acclimatize to how artificial intelligence is going to impact their world. Jim Sterne has an impressive track record looking over the horizon and telling the rest of us what to expect. He wrote his first book, “World Web Marketing:” in 1995. He wrote “Web Metrics” in 2002, He wrote “Artificial Intelligence for Marketing” in 2017. This time, he explains what to expect – and what to do about it.  Learn about today’s branding necessities, new tools & new rules, the augmented marketer, staying relevant, and tomorrow’s ecommerce conundrum. 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 Analytics Summit
Founder
Marketing Analytics Summit
 
Room: Creative 1
Email Innovations Summit Keynote:

Every year the ranks of McDonald’s CRM database are swelled by people excited to be involved in the Monopoly at McDonald’s promotion. The success is based on creating engaging and exciting CRM programs around this every year (which even won the agency a DMA gold award for it last year). Rob Pello will talk about how they approach such a huge promotional period and also how they keep McDonald’s customers excited and engaged for the rest of the year.

Session description
Moderator
Jenna TiffanyLet's Talk Strategy
Founder & Strategy Director
Let'sTalk Strategy
Speaker
Rob PellowArmadillo
Digital Experience Director
Armadillo
10:00 am
 
 
Room: Premium 2
PAW Business Session sponsored by Pyramid Analytics

Predictive analytics has usually been the preserve of a small number of highly trained and qualified individuals. How do we harvest that knowledge and capability and package it in a form that all data workers can consume and deploy for their own needs and requirements? This session examines the issues involved and suggest one possible approach using Pyramid.

Session description
Sponsored by
Pyramid Analytics
Moderator
Dr. David StephensonDSI Analytics
Author and Founder
DSI Analytics
Speaker
Ian MacdonaldPyramid Analytics
Principal Technologist
Pyramid Analytics
 
10:10 am
Room: Creative 3
Digital Growth Unleashed

Join Martin Greif, President of SiteTuners, as he walks you through the three keys to achieving higher conversion rates.  In this fast-paced educational talk, Martin will provide step-by-step instructions so you can immediately take action on your website and landing pages.  

Session description
Moderator
Laura CrimmonsSilverthorn
Founder
Silverthorn
Speaker
Martin A. GreifSiteTuners
President
SiteTuners
 
 
 
10:20 am
 
 
 
Room: Creative 1
Email Innovations Summit

One of the challenges when assessing new email technology is convincing the budget controller that it will deliver a great ROI against the KPI's of the business. Liveclicker is dedicated to making all brands perform over and above their expectations in all campaigns where a deeper level of personalisation is relevant and engaging. Through a series of entertaining case studies Dave will reveal a selection of brand examples where in-depth targeting and testing has delivered their best campaigns to date.

Session description
Sponsored by
Liveclicker
Moderator
Jenna TiffanyLet's Talk Strategy
Founder & Strategy Director
Let'sTalk Strategy
Speaker
Dave HollandLiveclicker
EMEA Regional Director
Liveclicker
10:30 am
Coffee Break
Coffee Break
Coffee Break
Coffee Break
10:55 am
Room: Creative 3
Digital Growth Unleashed

Booking.com is are running more than a 1000 concurrent experiments on the guest facing website. Less known is that Booking.com is also using large scale experimentation to improve the property owner side of the experience. This brings a set a different challenges and complexities. So what are the 5 unique challenges and advantages when running experiments behind a login? In this session you learn about:

- Creating new metrics for experimentation
- The tale of two hypothesis
- Using soft-stops
- How to use non-inferiority experiments to make sure you are not impacting
- What about the user? If you login everyday, do you not see all changes?

Session description
Moderator
Jenna TiffanyLet's Talk Strategy
Founder & Strategy Director
Let'sTalk Strategy
Speaker
Jorden LentzeBooking.com
Product Manager
Booking.com
Room: Creative 2
Digital Growth Unleashed

In this talk Laura will explain how breaking down the silos between internal teams and agencies can lead to increased growth and success. Naively, companies still tend to silo activity into organic/paid/PR etc as opposed to taking a full view. Laura will demonstrate the benefits of fully optimising campaigns across all channels to deliver more revenue overall. Your customers don’t view your brand in silos and channels, so why do you?

Session description
Moderator
Aiden CarrollThe Coloring In Department
Co-Founder
The Colouring In Department
Speaker
Laura CrimmonsSilverthorn
Founder
Silverthorn
Room: Premium 3
Marketing Analytics Summit

How do you wrangle 50 SEO analysts who are all over the map? Different countries to be sure, but different skill sets, different constraints, and different levels of experience as well. Nick shares his learnings from five years of herding cats. Getting everybody to adopt Google Cloud, Big Query, and Data Studio in an Adobe shop is half the fun; The other half is building a community of analysts who stand ready to help each other succeed. Nick reveals what works and what to avoid.

Session description
Moderator
Jim SterneMarketing Analytics Summit
Founder
Marketing Analytics Summit
Speaker
Nick WilsdonVodafone
Search Product Owner
Vodafone Group
Room: Premium 2
PAW Business Case Studies

Everyone will tell you, Artificial Intelligence and Machine Learning are the next Big Thing. Data scientists job satisfaction and salaries are both at an all time high, and companies routinely quote data science as their biggest strategic priority and area of investment. So, where is my infallible and intelligent personal assistant yet? Successful applications that make our everyday life better don't seem to quite match this hype and effort, in both abundance and quality.

Certainly, AI is hard: more advanced algorithms, better modelling of the data, better engineering approaches take time, effort, knowledge. But the reality of industrial AI is that success mostly relies on functions that have nothing to do with sophisticated algorithms, and all to do with product operationalisation. Operationalisation ranges from defining what problem to solve (market understanding, customer workflows, product requirements) to verifying that what was built actually solves it (quality assurance, product analytics, customer success) to ensuring that the result is a viable product (business intelligence, marketing and operations).

The requirements of success are classic but, in the case of AI, more complex to implement and requiring a higher level of data literacy and operational maturity from the implementing organizations. Let's explore together some of the specifics of data operationalization, through the lens of how various organizations have driven the development of their Machine Learning platforms, and attempt to extract some general principles (lean, shift left, culture shift) and practices (devops and dataops, measure everything) on how to successfully operationalize data & ML.

Session description
Moderator
Dr. David StephensonDSI Analytics
Author and Founder
DSI Analytics
Speaker
Yann Landrin-SchweitzerDelivery Hero
Sr. Director, Machine Learning
Delivery Hero
Room: Creative 1
Email Innovations Summit

Email is more than the workhorse of digital marketing — it’s an amazing channel that often delivers the best results for marketers. In this talk we will look at campaigns that have pushed the boundaries of email, and how these ideas can be successfully harnessed by your own team.

Session description
Moderator
Kate BarretteFocus Marketing
CEO & Founder
eFocus Marketing
Speaker
Elliot RossTaxi for Email
CEO
Taxi for Email
11:40 am
Session Change
Session Change
Session Change
Session Change
11:45 am
Room: Creative 3
Digital Growth Unleashed

Jenna Tiffany, recognised as one of the top 100 female marketers to follow, also a Chartered Marketer and email consultant to brands worldwide, will share practical tips on how you can access whether AI is a good fit for your email marketing strategy and how you can implement this technology strategically into your business. 

From this session you’ll leave knowing how to:
• Strategically prepare your digital marketing activities for artificial intelligence,
• Use AI data to predict your customer's future digital journeys and send contextual email marketing throughout the customer lifecycle,
• Successfully implement artificial intelligence in your organisation, featuring examples from international brands.

Session description
Moderator
Stuart McMillanTiso
Head of Multichannel
Tiso
Speaker
Jenna TiffanyLet's Talk Strategy
Founder & Strategy Director
Let'sTalk Strategy
Room: Creative 2
Digital Growth Unleashed

In this talk Russell will show you a bunch of issues you may have with your marketing performance data. Don't worry, solutions are available and we will go through how to forecast, drive insight and revenue in a simple to understand way. Covering all marketing channels this talk will make sure you have something actionable to take back to the office and show off to your boss.

Session description
Moderator
Aiden CarrollThe Coloring In Department
Co-Founder
The Colouring In Department
Speaker
Russell McAthyRingside Data
CEO & Founder
Ringside Data
Room: Premium 3
Marketing Analytics Summit

You think speed networking is fun? Bring business cards, exciting stories and your authentic self - we'll take it all to the next level!

We've devised a process to get you to meet more of the people you really want to meet. You get to know each other quickly and will remember each other forever. We pack all these good relationships in just 45 minutes, so it's worth it to be on time and bring a smile with you - we promise this commitment will be fun and expand your network.

You will leave with solid business contacts - immediate and long-term.

Session description
Room: Premium 2
PAW Business Featured Session

Companies are spending more and more on AI. Is it seeing the ROI we expect? In this talk Michelle will discuss some of the major blockers in productionizing advanced techniques in AI and data science. Using case studies from both a legacy company and a startup, together you will explore how to overcome some of the technical and cultural challenges of implementing scalable AI. 

Session description
Moderator
Dr. David StephensonDSI Analytics
Author and Founder
DSI Analytics
Speaker
Michelle GregoryGeophy
SVP of Data Science
Geophy
Room: Creative 1
Email Innovations Summit

In 2018, the biggest change to affect the electrical industry in a decade occurred with the launch of the ‘18th Edition’ of the British Wiring Regulations. This generated as much anxiety for electricians as GDPR did for marketing professionals! During the last big regulatory change (2008), a number of industry myths arose, meaning that regulations were inconsistently and sometimes unsafely applied. As the UK’s leading electrical registration body, Certsure (trading as NICEIC and ELECSA) needed to communicate the changes and engage as many customers as possible in order to achieve targets, raise industry standards and improve technical consistency. Using a new medium known as ‘event cinema’, previously pioneered by opera houses and ballet companies, a live satellite broadcast was streamed from the iconic Faraday Theatre in London out to 40 local cinemas around the UK and Ireland. A sophisticated email campaign was co-ordinated and thousands of highly customised and geo-targeted emails were sent to our 37,000 members. Using the ‘Haversine Formula’, the longitude, latitude and distance between every customer and every cinema was calculated, to inform customers of their 3 nearest cinemas. It achieved unprecedented open rates and conversion rates. More than double the industry benchmark. Over 70% of ticket sales came via email marketing. Ticket sales exceeded all expectations making it the largest electrical conference ever staged in Europe and a genuine world-first event in the construction sector. In this session Mark will present this remarkable case study.

Session description
Moderator
Kate BarretteFocus Marketing
CEO & Founder
eFocus Marketing
Speaker
Mark SmithCertsure
Marketing Director
Certsure
12:25 pm
 
 
 
Room: Premium 2
PAW Business Session sponsored by opentext

Today there are many generic as well as specialist tools available to aid in predictive analytic tasks.  But customers want to leverage their own business knowledge in predictive analytics and create their own unique IP.

We support a broad spectrum of analytics but have always focused on empowering the business to adopt a more self-sufficient model that does not rely heavily on specialists or IT.  This lets businesses quickly address these particular challenges and gives users the freedom  to adapt and incorporate relevant data at any given time. We will discuss how customers are doing this to their advantage.

Session description
Sponsored by
OpenText
Moderator
Dr. David StephensonDSI Analytics
Author and Founder
DSI Analytics
Speaker
John RiglarOpenText
Principal Solutions Consultant, AI and Analytics
OpenText
 
12:30 pm
Lunch Break
Lunch Break
 
Lunch Break
12:35 pm
 
 
Lunch Break
 
1:30 pm
 
 
 
Room: Creative 1
Email Innovations Summit

Since the first email was sent in 1971 by Ray Thomlinson, as marketers our world has changed enormously. From batch and blast to a more personalised, one-to-one experience, what our subscribers want and DEMAND from us is getting more sophisticated.

Putting the customer at the heart of everything that you do in all ways, always, is paramount.
Join Kate Barrett for this session and discover:
- Why you need to truly understand who your subscribers are, what they need and when, in order to increase your email marketing results
- How you can successfully do this as well as utilise advances in technology to enhance the experience
- Why testing is critical to this process, and how you can ensure you perform tests that actually get result

Session description
Moderator
Jenna TiffanyLet's Talk Strategy
Founder & Strategy Director
Let'sTalk Strategy
Speaker
Kate BarretteFocus Marketing
CEO & Founder
eFocus Marketing
1:40 pm
Room: Creative 3
Digital Growth Unleashed Keynote:

For many of us, a big part of our job is essentially to fix or improve things. We seek out marginal, incremental gains to make our platforms, brands and performance 'good enough', or at least, 'less bad than our competitors'. What happens when all of this is no longer necessary? When everybody's website, app or software is perfect? Google's involvement with projects like AMP, Schema, and WordPress is changing the web. For better or worse, they're standardising our ecosystem - and their momentum may now be unstoppable. Few of our brands are equipped to compete - or even to survive - in this new world. We need a radically different way of thinking, and for many, it may already be too late.

Session description
Moderator
Aiden CarrollThe Coloring In Department
Co-Founder
The Colouring In Department
Speaker
Jono AldersonYoast
Special Ops
Yoast
Room: Premium 3
Marketing Analytics Summit

After leaving Google in 2008, Brian initially followed the customary consultancy path of helping enterprises achieve digital transformation - based on data of course. His goal was to provide smart insights and strategic advice that would significantly boost a business's performance online. Good idea! However, says Brian, "Despite my reputation, I was constantly pushed back by senior management when it came to proposing change. They simply did not trust their data. So, I circled back and started systematically auditing Google Analytics setups in order to establish what level the data quality was at. This story brings together some of the extraordinary findings of my work, with results that are somewhat shocking. It also changed my career path."

Session description
Moderator
Jim SterneMarketing Analytics Summit
Founder
Marketing Analytics Summit
Speaker
Brian Clifton
International Google Analytics Expert & Best Selling Author
Room: Premium 2
PAW Business Case Studies
Part 1

Group Nine reaches nearly 45M Americans each day, totalling nearly 3 billion minutes of video engagement per month. Based on experience across multiple categories, Ashish and Juan Pablo will present a framework for identifying appropriate opportunities to deploy AI/ML/Data Science for video media analysis and discuss some of the technical choices they made (e.g. build vs. buy) in their decision making process. This is applicable to other industries. They will discuss the decisions they’ve made on what to automate and where to respect human creativity and processes, means of analysis to reach those decisions, as well as ways to promote implementation in organizations where human tasks are perceived as under threat. Finally, they will explain why they made the decision to stop short of full content automation.

Session description
Moderator
Dr. David StephensonDSI Analytics
Author and Founder
DSI Analytics
Speakers
Juan Pablo CamposGroup Nine Media
Senior Data Scientist
Group Nine Media
Ashish PatelGroup Nine Media
Chief Insights Officer
Group Nine Media
Predictive Analytics World for Business
Case Studies
Part 2

A European shipping company was looking to gain a competitive advantage by leveraging ML techniques. The aim was to create shipping-lane specific demand forecasting, and to implement it throughout its operations, in order to save time and manual labor, adjust pricing and business agreements, and utilize smart resource allocation. Each percentage of improvement is worth $1.5 million. 

In order to effectively operationalize a model you need to cross 3 chasms: 1) business relevance, 2) operationalizing models and 3) translating predictions to business impact. In this talk, Moran will explain these three elements using this real-world case study. He will highlight common mistakes when operationalizing a Machine Learning model in an enterprise environment and how to avoid them.

This talk is ideal for Data Scientists, Product Managers, Development Managers and other business stakeholders that work with Data Scientists.

Session description
Moderator
Dr. David StephensonDSI Analytics
Author and Founder
DSI Analytics
Speaker
Moran HahamSparkBeyond
Senior Data Scientist
SparkBeyond
Room: Premium 1
PAW Business Deep Dive

Despite the massive quantities of behavioural data that E-commerce sites collect each day, the question persist: who are these online customers? Grasping the intentions and interests of online customer is one of the next steps for many e-commerce sites on their journey towards a data-driven culture. A website is a complex entity to be tamed, so how can we find a scalable approach to understand connections between pages, and how can we apply such insights for enhanced smart targeting strategies? In this talk, Benoit and Hassan  offer you a glimpse into some approaches they have taken to solve this challenge, along with corresponding insights and challenges.

Session description
Moderator
Gerhard PilcherElder Research
President & CEO
Elder Research
Speakers
Benoit DescampsAdidas
Machine Learning Expert
adidas
Hassan ElHabbakAdidas
Senior Data Scientist
adidas
 
2:05 pm
 
 
 
 
Room: Creative 1
Email Innovations Summit

“Half of my marketing budget is wasted; I just don’t know which half.” This observation made in the 1890’s launched attribution modeling. The question, however, is who benefits from attribution modeling? Quite simply, the answer is the people that think half of the marketing budget is wasted - the finance department. In this session, Skip will give you a straight forward approach to determine:

  • How much marketing budget you need to achieve the goals you’ve been given by management
  • How to best deploy that budge
  • A clear picture of how much you should be spending to acquire each lead
  • A logical and defensible means to justify their discounting strategy
  • An understanding of whether your tests are working or not
Session description
Moderator
Jenna TiffanyLet's Talk Strategy
Founder & Strategy Director
Let'sTalk Strategy
Speaker
Skip Fidura
Fractional CMO & Non-Exec Director
2:40 pm
Session Change
Session Change
Session Change
Session Change
2:45 pm
Room: Creative 3
Digital Growth Unleashed

Right, as marketing folk we -know- that our customers take their own unique journey, and their intent at each stage will change –only– when they are ready to move to the next stage in the relationship. As a business, surely you’d want to be found for every stage of the journey? For all queries? In all circumstances?

Of course you would.

Now, how do you do it?

Aiden believes it’s a blend of the customer journey, keyword modifiers and a sprinkle of UX customer empathy mapping, but that’s a bit of a mouth full so he just called it – “The Consumer Cross Stitch” © – and this talk will walk you through it.

On top of that, since you can’t get away without measuring your work, wouldn’t it be dandy to show the person who signs the cheque – aka your budget, your agency, your job, the impact of the work –you– are doing? Nodding yes? Thought so. In this session Aiden will show you how to use your Google Analytics to correctly attribute your work across the customer journey. Very handy, considering most reports skew in favour of the last channel, campaign or page that scored the goal – thereby, getting all the credit. So, let’s even the decks so to speak, and play fair.

Session description
Moderator
Jono AldersonYoast
Special Ops
Yoast
Speaker
Aiden CarrollThe Coloring In Department
Co-Founder
The Colouring In Department
Room: Creative 2
Digital Growth Unleashed

Bartosz Goralewicz’s JavaScript experiments and research have not only shaped JavaScript SEO as a whole but changed our understanding of how Google works. But his most recent research has revealed a widespread problem that goes beyond JS websites: there are hundreds of thousands of domains with unindexed HTML. With his cutting-edge data, Bartosz breaks down why this is happening, why rendering will be an important factor in the 2020 SEO landscape, and how this will have profound implications for large e-commerce websites, major news websites, and even your favorite little pizza shop’s website.

Session description
Moderator
Russell McAthyRingside Data
CEO & Founder
Ringside Data
Speaker
Room: Premium 3
Marketing Analytics Summit

Jim Sterne founded this conference in 2002 and the Digital Analytics Association in 2004. He is often referred to as the Godfather of Digital Analytics and is always willing to help those in need of career advice and start-up guidance. Simo is a true font of knowledge about Google Analytics and Google Tag Manager, and is always willing to help those in need of technical advice and common sense. He also plays the ukulele. Jim and Simo team up to answer your questions about life, the universe, and everything.

Session description
Moderator
Jim SterneMarketing Analytics Summit
Founder
Marketing Analytics Summit
Speakers
Simo Ahava
Partner & Co-founder
8-bit-sheep
Jim SterneMarketing Analytics Summit
Founder
Marketing Analytics Summit
Room: Creative 1
Email Innovations Summit

People always wonder how to grow open rate or click rate in emails. However, at the end of the day, those metrics do not matter. What really matters is the total number of conversion and revenue. In this session, Tomas from Avast Software will show several case studies to present some of the best practices and advanced segmentation techniques to get better performing email campaigns.

Session description
Moderator
Jenna TiffanyLet's Talk Strategy
Founder & Strategy Director
Let'sTalk Strategy
Speaker
Tomas NadrchalAvast Software
Email Channel Manager
Avast Software
3:05 pm
Room: Creative 3
Digital Growth Unleashed

We’d all like to think we know exactly what to do when it comes to optimising a website. We’ve grown up brazenly finessing our SEO tactics, haven’t really flinched at the impact of the meteoric rise of voice search or the now frequent occurrence of answer boxes in the SERP. But, come on, be honest, there’s a lot we still don’t understand. We also know that position zero in the SERP isn’t based on pure SEO tactics so there’s got to be more to SEO than the traditional methods we’ve used.

During this revealing session, Hannah will take a deep dive into this behind the scenes working. With an insightful overview of into what a pure relevancy-focused algorithm would look like, she’ll also lift the lid on how rankings really work in Google Search for answer boxes and position 0. She’ll provide tips on how to ride the wave as Google constantly searches for any rich result that will provide a ‘better’ solution for users whilst at the same time explore its in-built capacity to organically expand and adapt changes in result/answer delivery.

Session description
Moderator
Jono AldersonYoast
Special Ops
Yoast
Speaker
Hannah ThorpeFound.
Head of SEO Strategy
Found.
Room: Creative 2
Digital Growth Unleashed

In his time at PayPal, Matt got to see data from 10 million merchants around the world. He could see who was growing and shrinking, fraud rates, retention rates, hotter and colder verticals, more and less competitive ones, regional trends… And he found a handful of consistent patterns among the most successful companies. Later, as the European Partner with the VC 500 Startups, Matt was able to apply those patterns to find some very good early-stage investments. In this session he’ll share those insights with you, because getting them right can give your business a strong tailwind.

Session description
Moderator
Russell McAthyRingside Data
CEO & Founder
Ringside Data
Speaker
Matthew LernerStartup Core Strengths
Founder & CEO
Startup Core Strengths
 
 
 
3:30 pm
Coffee Break
Coffee Break
Coffee Break
Coffee Break
3:55 pm
Room: Creative 3
Digital Growth Unleashed

Voice is one of the hottest topics in digital marketing right now, however with the vertical still in its infancy, it can be hard for marketeers to understand what the opportunity in voice actually is.


· How many people are searching via voice?
· What do people use smart speakers for beyond asking for music, setting timers and checking the weather?
· How many people use Google Actions and Alexa skills?
· Which sectors does voice offer the most opportunity for?
· What is the best starting point for brands to get ahead in voice?

To answer the above, and wider questions around how to incorporate voice into your digital strategy, John will be unveiling data from new research studies into voice usage, categorised by vertical. Using this data, John will introduce brands to key steps to building a voice strategy, including how to decide where to prioritise your efforts and how to define use cases for voice.

Session description
Moderator
Matthew LernerStartup Core Strengths
Founder & CEO
Startup Core Strengths
Speaker
John CampbellRabbit & Pork
MD and Co-Founder
Rabbit & Pork
Room: Creative 2
Digital Growth Unleashed

Stuart has worked at schuh for seven years, in that time they have gone from having a slow website to having the fastest in the industry. Stuart will be sharing his big lessons from that journey, to help you make your site faster and convert better.

Session description
Moderator
Russell McAthyRingside Data
CEO & Founder
Ringside Data
Speaker
Stuart McMillanTiso
Head of Multichannel
Tiso
Room: Premium 3
Marketing Analytics Summit

Want to know how to build predictive models even when you do not have the 'right' type of data? Learn how to uncover opportunities to leverage even simple predictive models such as linear regression, to help understand what the future may look like. Case studies include: Using Polynomial regression to build a conversion rate predictive model from paid marketing activity and Multiple regression to build a simple attribution model for test drive conversions.

Session description
Moderator
Jim SterneMarketing Analytics Summit
Founder
Marketing Analytics Summit
Speaker
Dr. Shorful IslamTribal Worldwide London
Chief Data Scientist
Tribal Worldwide London
Room: Premium 2
PAW Business Case Studies

Joost and Egge will jointly share experiences working with Data Science in Healthcare, sharing best practices from a large academic hospital (Erasmus MC) and an impactful Dutch Data Science scale-up in Healthcare (Pacmed), they will explain why unequal care is imminent and in fact desirable. The talk will cover lessons learned both in technical areas as well as process, focussing on balance between analytical rigour and explainability and leading to trusted results and enlarged adoption of innovative approaches. Joost and Egge will also share ideas on reshaping Healthcare (education) to invest it with the agility needed to face future disruptions.

Session description
Moderator
Dr. David StephensonDSI Analytics
Author and Founder
DSI Analytics
Speakers
Egge van der PoelJheronimus Academy of data Science
Teamlead Data & Health
Jheronimus Academy of Data Science
Joost ZeeuwPacmed
Data Scientist
Pacmed
Room: Premium 1
PAW Business Deep Dive

In this session Yuri Katz will introduce a new method, based on the topological data analysis (TDA), to financial time series and detect early warning signals of approaching financial crashes. Analyzes of the time-series of daily log-returns of major US stock market indices and cryptocurrencies shows that in the vicinity of financial meltdowns, the Lp-norms of persistence topological landscapes exhibit strong growth. Remarkably, the average spectral density at low frequencies of the derived Lp-norms demonstrates a strong rising trend at least 100 trading days prior to either dotcom crash on 03/10/2000, or to the Lehman bankruptcy on 09/15/2008. The study suggests that TDA provides a new type of predictive analytics, which complements the standard statistical measures and ML-algorithms. The approach is very general and can be used beyond the analysis of financial time series.

Session description
Moderator
Gerhard PilcherElder Research
President & CEO
Elder Research
Speaker
Dr. Yuri KatzS&P Global
Director Data Science
S&P Global
Room: Creative 1
Email Innovations Summit

´In this session Kimberly will share how Change.org's email program empowers 300 million people across the world to create the change they want to see. She will explore the challenges and opportunities of running an email programme for the world's biggest platform for social change. This talk will discuss why choosing the right success metric for your email program can help realign your teams to keep your users and overall mission at the heart of your email program. She'll talk through Change.org's journey from short term measurement towards long-term, holistic email vision for the future.

Session description
Moderator
Jenna TiffanyLet's Talk Strategy
Founder & Strategy Director
Let'sTalk Strategy
Speaker
Kimberly Kaychange.org
UK Marketing Manager
change.org
4:40 pm
Session Change
Session Change
Session Change
Session Change
4:45 pm
Room: Creative 3
Digital Growth Unleashed Keynote:

Did you know that 52% of the Fortune 500 companies of 2000 don’t exist anymore? And that digital disruption will wipe out another 40% in the next decade? AI, voice & personalisation are conquering the world. Once again, technology completely changes the way we do business and communicate with prospects and clients. How can you keep on winning the hearts of your customers in this new era? How to make sure you will survive? After 18 years of successes and defeats as a digital consultant for companies as TUI, Carglass and Yoast, Karl thinks he has found the answer. And he’ll share it with you.

Session description
Moderator
Stuart McMillanTiso
Head of Multichannel
Tiso
Speaker
Karl GilisAGConsult
Co-founder
AGConsult
Room: Premium 3
Marketing Analytics Summit

Booking.com is are running more than a 1000 concurrent experiments on the guest facing website. Less known is that Booking.com is also using large scale experimentation to improve the property owner side of the experience. This brings a set a different challenges and complexities. So what are the 5 unique challenges and advantages when running experiments behind a login? In this session you learn about:

- Creating new metrics for experimentation
- The tale of two hypothesis
- Using soft-stops 
- How to use non-inferiority experiments to make sure you are not impacting 
- What about the user? If you login everyday, do you not see all changes?

Session description
Moderator
Jim SterneMarketing Analytics Summit
Founder
Marketing Analytics Summit
Speaker
Jorden LentzeBooking.com
Product Manager
Booking.com
Room: Premium 2
PAW Business

Understanding text that appears on images in social media platforms is important not just for improving experiences such as the incorporation of text into screen readers for the visually impaired, but they also help keep the community safe by proactively identify inappropriate or harmful content in a way that pure object detection or NLP systems alone cannot. This talk describes the challenges behind building an industry-scale Optical Character Recognition (OCR) system at Facebook that processes over a billion images each day. Viswanath will cover the Deep Learning methods behind building models that perform text detection in arbitrary orientations with high-accuracy, and how simple convolutional models work extremely well for recognizing text in over 50 languages. A critical aspect of the work is scaling up these models for efficient server-side inference. He'll dive into quantization methods to run neural networks with 8-bit integer weights and activations instead of 32-bit floating points, and the challenges involved in doing so.

Session description
Moderator
Dr. David StephensonDSI Analytics
Author and Founder
DSI Analytics
Speaker
Viswanath SivakumarFacebook AI Research
Researcher
Facebook AI Research
Room: Creative 1
Email Innovations Summit

More than 270B emails are sent each day. Gmail recently added support for dynamic content within email by using the fast and secure AMP framework, enabling emails to provide more engaging, interactive and actionable user experiences. AMP Email is a new innovation that allows email senders to create emails that deliver real-time information and allows consumers to take interactive actions directly within the email. Join Filip, a developer working on AMP for Email to learn how you can engage your audiences in a new way.

Session description
Moderator
Jenna TiffanyLet's Talk Strategy
Founder & Strategy Director
Let'sTalk Strategy
Speaker
Filip StanisGoogle
Developer Advocate
Google
5:15 pm
 
 
Room: Premium 2
PAW Business

CarLens was the most challenging project Krzysztof has ever worked on as a Product Owner. At the beginning, having almost no experience in Machine Learning, he had no clue how difficult it was going to be. He struggled for 7 months to train the model, create beautiful designs, and combine everything into a working app. He learned how important a quality data set is and how important is also the way you manage it. He built an internal data annotation tool, scraped half of the internet and, in the end, he have an app that almost works. But it’s not the end of this surprising story! If you would like to know how it ended, learn some tips for working with the uncertainty of ML projects, and how one simple decision can influence the future of your project – this is a talk for you. 

Session description
Moderator
Dr. David StephensonDSI Analytics
Author and Founder
DSI Analytics
Speaker
Krzysztof JackowskiNetguru
Mobile Deputy Engineering Manager
Netguru
 
5:45 pm
Digital Growth Unleashed
The Session Description will be available shortly.
Session description
Marketing Analytics Summit
The Session Description will be available shortly.
Session description
PAW Business
The Session Description will be available shortly.
Session description
Email Innovations Summit
The Session Description will be available shortly.
Session description
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
Digital Growth Unleashed

meet your fellow attendees.
See the registration desk for more information

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

Session description
Marketing Analytics Summit


meet your fellow attendees.
See the registration desk for more information
Location: St Barts Brewery, 66 West Smithfield, London EC1A 9DY

Session description
PAW Business


meet your fellow attendees.
See the registration desk for more information
Location: St Barts Brewery, 66 West Smithfield, London EC1A 9DY

Session description
Email Innovations Summit

meet your fellow attendees.
See the registration desk for more information

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

Session description

Data Driven Business - London - Day 2 - Thursday, 17th October 2019

8:30 am
Registration
Registration
Registration
Registration
9:30 am
Room: Creative 3
Digital Growth Unleashed Featured Session

World-class user research is the driver behind every successful optimisation program. And when it comes to qualitative user research, that means getting up close and personal with your users. Talking to them. Asking them questions. The right timing, wording and tone of voice of your question can make all the difference. In this talk, Els helps you reconnect with this key element of qualitative research: the lost art of asking questions.

Session description
Moderator
Stuart McMillanTiso
Head of Multichannel
Tiso
Speaker
Els AertsAGConsult
Co-founder and Managing Partner
AGConsult
Room: Premium 3
Marketing Analytics Summit

Much has changed and some things remain the same since Adam helped create the #Measure space. Adam has learned from hands-on experience as a project manager for Arthur Andersen, an iMarketing manager at the Chicago Mercantile Exchange, a customer advocacy director at Omniture, a web analytics director at Salesforce, and a consultant to hundreds of companies at Analytics Demystified, Adam has seen the good and bad of digital analytics, including key mistakes. Today he shares what he has learned, so you can learn from the mistakes of others. Adam delivers the most important things he has learned including tips around making digital analytics successful, creating awesome implementations and career advice for those wanting to advance in web analytics. His industrial-strength observations are sure to make a personal difference to the work you do on a daily basis and for years to come.

Session description
Moderator
Jim SterneMarketing Analytics Summit
Founder
Marketing Analytics Summit
Speaker
Adam GrecoAnalytics Demystified
Senior Partner
Analytics Demystified
Room: Premium 2
PAW Business Case Studies
Part 1

A lot of companies are struggling with managing data science projects and get bogged into several unexpected difficulties. Newcomers on the data science field also face significant problems with hiring the specialists and organizing product teams efficiently. So, though, the data science is a well developed field, managing of data science projects is still quite challenging. 

Nikita is Chief Data Officer in Russian Airline S7 with over 100 planes in fleet. Three years ago the airline company launched the first data science projects with only two data science project managers involved. Now they have a team of around 40 specialists in the fields of product management, data engineering, data science, software development and business analysis. Over these three years they have successfully implemented a few state-of-the-art machine learning products in some core areas of their business. 

Nikita believes that their experience and ideas can help you and your organizations to launch and operate data science teams more effectively. In his talk he is going to cover the following areas of a data science management: roles and competences, organizational structure, product management frameworks, use of the Data Lake, Data Catalogue and Data-as-a-Service, discovery of new business cases and many other.

Session description
Moderator
Dr. David StephensonDSI Analytics
Author and Founder
DSI Analytics
Speaker
Nikita MatveevS7 Airlines
Chief Data Officer
S7 Airlines
Predictive Analytics World for Business
Case Studies
Part 2

The pilot project - Big Data Analysis for HR efficiency improvement has been established as part of the development oriented strategy supporting ICTs as an enabler of development of data driven public administration in Slovenia. It has been run within Ministry of Public Administration of Republic Slovenia in collaboration with EMC Dell as an external partner. This pilot project has been launched aiming to learn what big data tool could enable in terms of the research of HR data of the ministry to improve efficiency. Therefore, anonymised internal data sources containing time management, HR database, Finance database and Public Procurement had been combined with external resources using postal codes of employees and weather data to identify potentials for improvement and possible patterns of behaviour. The results showed that there is considerable potential for improvement in the field of HR and lowering costs in the field of public procurement within the ministry. In this session Karmen will present the project.

Session description
Moderator
Dr. David StephensonDSI Analytics
Author and Founder
DSI Analytics
Speaker
Dr. Karmen Kern PipanMinistry of Public Administration of Republic Slovenia
Head of Data Management Department
Ministry of Public Administration of Republic Slovenia
Room: Premium 1
PAW Business Deep Dive

If your stakeholders have tasked you with moving beyond science and experimentation into creating enterprise data products or analytical decision support tools that will show some business or user/customer value, then whether you're a designer or not, there are UX research techniques you can apply today to increase your success. While machine learning, AI, and advanced analytics remain in the "hype" cycle, data teams still struggle to design engaging, valuable decision support tools that customers love. Why? Solutions are too often data-first and human-second, leaving customers scratching their head. In this interactive session, Brian will share some UX & design strategies that can help leaders create more engaging, useful, and usable analytics software that is rooted in what users and stakeholders actually need. He will end the ssession with some research interview practice (in pairs) so that participants can hopefully avoid creating one of the “80% of analytics insights that won’t deliver outcomes through 2022” (according to Gartner!)

Session description
Moderator
Gerhard PilcherElder Research
President & CEO
Elder Research
Speaker
Brian O’NeillDesigning for Analytics
Product Designer and UX Consultant
Designing for Analytics
Room: Creative 1
Email Innovations Summit

With a EU/UK separation, in the same way that US companies have less trust in the EU, UK companies would have more onus of responsibility to demonstrate compliance when dealing internationally (customers, service partners and clients), and avoiding complaints (which would be really tricky to deal with because of the EU representatives they would need) - In this session Steve Henderson will give you the overview of what all the latest developments mean for your business and how all the changes should bring it back to basics and a customer-focus every time as well as the possibilities of certified codes of conduct, such as the DMA code.

Session description
Moderator
Jenna TiffanyLet's Talk Strategy
Founder & Strategy Director
Let'sTalk Strategy
Speaker
Steve HendersonEmarsys
Head of Email Deliverability
Emarsys
10:00 am
 
 
 
 
Room: Creative 1
Email Innovations Summit

A picture is worth 1000 words; that's useless if it's the wrong 1000 words. Learn how to pick attention grabbing images.

· Take inspiration from creative image examples.
· Get the latest research on image layout for mobile
· Understand the rules of images and deliverability
· Learn about the three different styles of image: pick the right style
· How to use image animation (and how not)

Session description
Moderator
Jenna TiffanyLet's Talk Strategy
Founder & Strategy Director
Let'sTalk Strategy
Speaker
Tim WatsonZettasphere
Email Consultant
Zettasphere
10:30 am
Coffee Break
Coffee Break
Coffee Break
Coffee Break
10:55 am
Room: Creative 3
Digital Growth Unleashed

SEO for eCommerce is completely different from traditional SEO. It requires skills across multiple disciplines. As an eCommerce SEO, you need an in-depth understanding of human psychology for a mass of customer profiles, which is essential for conversion rate optimisation, analytics, social media, and selling. To top it off, you also need to understand the economy, usability and user experience, technical SEO, as well as PPC. The best eCommerce SEO specialists also have deep insight and understanding of the digital and retail world and know how to bring them together. If it sounds like a lot, that’s because it is. But don’t despair – Daniel has broken it all down for you here, covering everything you need to know to improve your eCommerce SEO.

Session description
Moderator
Stuart McMillanTiso
Head of Multichannel
Tiso
Speaker
Daniel SaundersBlueclaw
Senior Solutions Manager
Blueclaw
Room: Creative 2
Digital Growth Unleashed

In this session we focus on a topic that is not strictly online marketing but it is relevant to every company in this world. Stress and stress-related illnesses are hugely on the increase. So, to start this talk, we will take a brief look at why and the impact our challenging and ever-changing world is having on our companies and our people. However, Cate believes that talking about stress just breeds more, well… stress. So, let's focus on how you can overcome that. By supporting the four basic human needs, we will look at how you can build your resilience, motivation and happiness; putting yourself first and empowering you to genuinely live better. Our engaging, energising and highly practical talk will take you through some incredibly easy tools to shift you into a positive mind-set and help improve your energy levels. They will improve your mindset and leave you inspired and buzzing with positivity, as you make your future work better for you. And this will ultimately help your business.

Session description
Moderator
John CampbellRabbit & Pork
MD and Co-Founder
Rabbit & Pork
Speaker
Cate MurdenPush
Founder
PUSH
Room: Premium 3
Marketing Analytics Summit

Ask almost any Digital Analyst what they want to be when they grow up, and their answer will likely involve "Data Science". But what is a Data Scientist, really? How do you, an aspiring, experienced Digital Analyst, grow your career in that direction? Ian Thomas demystifies the discipline of Data Science and shares practical approaches you can take to become more “Data Science-y” in your day-to-day work. Desire the designation or don't, these steps will definitely make you a more valuable analyst.

Session description
Moderator
Jim SterneMarketing Analytics Summit
Founder
Marketing Analytics Summit
Speaker
Ian ThomasPublicis Spine
Chief Data Officer
Publicis Spine
Room: Premium 2
PAW Business Case Studies

The first generation of Automated Machine Learning tools (from DataRobot, H20, Auger.AI and others) enables data scientists and business analysts to train with thousands of algorithm and hyperparameter combinations to generate the best possible predictive models. After uploading the data as a spreadsheet and waiting for training, the user selects the best model from the leaderboard and they are ready to do predictions.

Recently, several new AutoML products (from Google Cloud AutoML Tables, Microsoft Azure AutoML and Auger.AI’s open source A2ML API) have introduced the ability to automate the full AutoML process. Their APIs each support several phases in a pipeline: Importing Data, Training Against Algorithms and Hyperparameters, Evaluating Models, Deploying Models, Predicting Against New Data, and finally Reviewing the Performance of Models. These products all emphasize automated use by developers, not analysts uploading spreadsheets and viewing leaderboards.

Now that the full A2ML process can be automated new frontiers in exploiting AutoML’s capabilities are opened. Business logic in applications can be replaced by predictive models automatically generated from any data the developer has access to. Painstakingly coded sorting of results and lists of objects (accounts to manage, contacts to call, devices to maintain, trucks to route) can be ordered by a predictive model ranking. Complex cascades of if-then-else and switch statements (also known as business rules) derived from some “subject matter expert” or business person’s judgment can be replaced by the insights of a predictive model.

This use of AutoML has a far wider audience than just data scientists. Enterprise application developers can be far more productive and the amount of hard coded business logic in applications will steadily be reduced by use of predictive models. Software Has Eaten the World. With second generation AutoML, AI will now eat software.

This talk will describe in more detail just what second generation “Automated AutoML” entails. And describe several use cases where we have put this into effect for various applications and business problems.

Session description
Moderator
Dr. David StephensonDSI Analytics
Author and Founder
DSI Analytics
Speaker
Adam Blum
CEO
Auger.AI
Room: Premium 1
PAW Business Deep Dive

With large data collected from assets, machine (supervised) learning is increasingly being used to develop predictive analytics solution for maintenance and failure prediction. Examples include failure prediction of main bearings in locomotive engines, troubleshooting of faults in healthcare assets like CT/MR scanners. For developing any supervised learning models, labeling of training data is imperative. In fact, error in labeling is the single biggest source of "bad" machine learning models. Typically, experts are consulted to label "interesting" events viz. failure of an asset, equipment downtime, part replacement etc. History of this "interesting" events resides in engineer/technician notes. The experts manually mine this notes and label the input data. In this presentation, Tapan will explain an unsupervised learning method which can mine through the technical notes and create a corpus of "interesting" events and label each data point to one of these events. It also allows for structured expert feedback to edit the labeling, if required.

Session description
Moderator
Gerhard PilcherElder Research
President & CEO
Elder Research
Speaker
Dr. Tapan ShahGE Global Research
Lead Scientist
GE Global Research
Room: Creative 1
Email Innovations Summit

Conversion rates, CTO, CTR – all part of a seemingly never-ending plethora of KPIs to determine the success of your email campaigns. How does content affect this? This talk will show you how we worked with Miller & Carter to evolve their campaigns to become some of the best performing campaigns within Mitchells & Butlers.

Session description
Moderator
Jenna TiffanyLet's Talk Strategy
Founder & Strategy Director
Let'sTalk Strategy
Speaker
Chris MarcantonioVerse
Head of Email Marketing
Verse Group
11:40 am
Session Change
Session Change
Session Change
Session Change
11:45 am
Room: Creative 3
Digital Growth Unleashed

SEO and web performance are becoming more and more aligned and that is not set to change. This means that "doing SEO" requires more technical knowledge and greater involvement from in-house developer teams. However these teams already have their own roles and responsibilities and their targets and objectives may not always match (or have any overlap) with yours. Nichola is MD and founder of Erudite, which is a technical-only SEO agency. In this talk Nichola will be sharing working processes used by Erudite to ensure that their developer relations are as amicable as possible to align the goals of the agency, client-marketing and development teams, so that all parties win.

Session description
Moderator
Stuart McMillanTiso
Head of Multichannel
Tiso
Speaker
Nichola StottERUDITE
MD & Founder
ERUDITE
Room: Creative 2
Digital Growth Unleashed

How to avoid losing organic search traffic when you do a redesign, rebranding, merge or launch a new international Website for a large Website? In this session Aleyda will share how to make the most out of complex Web migrations scenarios to grow your organic search traffic.

Session description
Moderator
John CampbellRabbit & Pork
MD and Co-Founder
Rabbit & Pork
Speaker
Aleyda SolisOrainti
International SEO Consultant
Orainti
Room: Premium 3
Marketing Analytics Summit

We cover a lot of ground at Marketing Analytics Summit, but there may be topics you are keen to discuss. This is your chance. Jim Sterne will solicit subject matter, set the timer, and dive into a short, fast-paced, focused conversation, before tackling the next. You're in a room full of peers with different experience and points of view which is a rarer opportunity to get help, contemplate Big Issues, or find out how others are dealing with the problems you face. This is sure to be revealing, informative, and inspirational. Past, present, and future are all on the table. What's on your mind?

Session description
Room: Creative 1
Email Innovations Summit

Jordan 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
Moderator
Jenna TiffanyLet's Talk Strategy
Founder & Strategy Director
Let'sTalk Strategy
Speaker
Jordan SawyerKickdynamic
Head of Account Management
Kickdynamic
12:30 pm
Lunch Break
Lunch Break
Lunch Break
Lunch Break
1:40 pm
Room: Creative 3
Digital Growth Unleashed

Assuming an understanding of SEO already, this session will cover 3D keyword analysis for content and on-site optimisation, technical auditing and what really matters (ignore what those tools say), Is AMP worth it and the importance of Schema, SEMRush and how to best utilise it for your competitor analysis (cheaters really do prosper), blogger outreach including what to pay bloggers for their stats, and resources for you to use. This session will finish off with a top 12 hit list of advanced elements to target. 

Session description
Moderator
Stuart McMillanTiso
Head of Multichannel
Tiso
Speaker
Judith LewisDeCabbit Consultancy
Founder
DeCabbit Consultancy
Room: Creative 2
Digital Growth Unleashed

Anyone using your site search is a driven user - they are actively looking for something to buy or a service they think you offer - but how often are these users driving into effectively brick walls, are these users finding the results they want - Gerry talks through some of the aspects of search, the lifetime of a query and the future that is happening in search results. From a background of working on site search for the BBC, Government and e-commerce sites - he will look at the way you can quickly start to review and improve with just Google Analytics, tag management and presenting the results. 

Session description
Moderator
John CampbellRabbit & Pork
MD and Co-Founder
Rabbit & Pork
Speaker
Gerry WhiteJust Eat
SEO & Analytics Consultant
Just Eat
Room: Premium 3
Marketing Analytics Summit

Growing a team requires a lot of time, effort, and proper management tools. The pain points are common; inefficient distribution of tasks, no time to teach and coach new employees, seasoned analysts don't have enough time for R&D or skills improvement, no idea how much time a given employee spends at which tasks... the list goes on. Mariia plots out how to improve task estimation, how to ensure that painfully learned lessons are shared with everybody, and how to balance project priorities. In other words, how to turn your analytical skills on yourself.

Session description
Moderator
Jim SterneMarketing Analytics Summit
Founder
Marketing Analytics Summit
Speaker
Mariia BochevaOWOX
Business Development Executive
OWOX
Room: Premium 2
PAW Business Case Studies
Part 1

Johannes will share insights into the recent advancements setting up operational analytics products at adidas, along with lessons learned along the way.

Session description
Moderator
Dr. David StephensonDSI Analytics
Author and Founder
DSI Analytics
Speaker
Johannes WagnerAdidas
Director Trading Analytics
adidas
Predictive Analytics World for Business
Case Studies
Part 2

Most organisations recognise that data is useful, but they fail to appropriately measure and manage data across its lifecycle. This often stems from obscurity regarding the quantity, condition, storage and usage of data. Anmut has been working alongside Highways England on a groundbreaking new methodology for valuing their data assets. With this comes the ability to inventory, manage and make informed investment decisions. Data valuation has been spoken about for over 20 years, however now with the help of machine learning and predictive analytics, a valuation method has been cemented that is both rigorous and robust. At this talk, the importance of valuation will be discussed, along with how machine learning made the impossible, possible.

Session description
Moderator
Dr. David StephensonDSI Analytics
Author and Founder
DSI Analytics
Speakers
Davin Crowley-SweetHighways England
Chief Data Officer
Highways England
Andy NeelyUniversity of Cambridge
Pro-Vice-Chancellor Enterprise and Business Relations
University of Cambridge
Room: Premium 1
PAW Business Deep Dive

This talk will introduce pipe, an in-house Machine Learning Pipeline that has the capability to power thousands of ML models built on top of user data at Automattic, the company behind WordPress.com. A generalised machine learning pipeline, pipe serves the entire company and helps Automatticians seamlessly build and deploy machine learning models to predict the likelihood that a given event may occur, e.g., installing a plugin, purchasing a plan, or churning. The case studies will demonstrate how predictive models are used in marketing campaigns, discuss experiment setups for online evaluation, touch on uplift modeling, and most importantly, plot a journey to building models that are useful as opposed to just accurate.

Session description
Moderator
Gerhard PilcherElder Research
President & CEO
Elder Research
Speaker
Demet DagdelenAutomattic
Principal Data Scientist
Automattic
Room: Creative 1
Email Innovations Summit

No matter how much email has evolved it is at heart still a message delivery system. And it’s based on the same very simple interaction – a person reading words. This session explores that interaction, and the way brands use writing to capture the attention of readers, compel them to keep reading, and inspire them to click.

Session description
Moderator
Jenna TiffanyLet's Talk Strategy
Founder & Strategy Director
Let'sTalk Strategy
Speaker
Stuart ClarkRed C Marketing
Head of Copy
Red C Marketing
2:10 pm
 
 
 
 
 
Room: Creative 1
Email Innovations Summit

It’s important that you think about, and consider, accessibility, throughout the email design and development process, and more than that, that you implement it into your email campaigns. But how do you do that, when you have limited resource, and your priority is to ensure your campaigns are sent on schedule? In this session, Paul will talk about the inspiration behind his email design system, the challenges he faced in creating it, and how he overcame them. He’ll also tell of how he discovered the need to change the way he approached email design altogether, and the innovations that led to.

In this talk, you’ll learn:

• How a design system will empower your email team
• What should be included within an accessible design system
• Why you should rethink your approach to email design

Session description
Moderator
Jenna TiffanyLet's Talk Strategy
Founder & Strategy Director
Let'sTalk Strategy
Speaker
Paul AiryBeyond the Envelope
Email Designer and Developer
Beyond the Envelope
2:40 pm
Session Change
Session Change
Session Change
Session Change
2:45 pm
Room: Creative 3
Digital Growth Unleashed

People are aware of cognitive biases – but do we know what to do about them?  In this session, Anna will show how you can identify which cognitive biases are affecting your visitors’ behaviour and how you can exploit these behaviours to create a better customer experience.

Session description
Moderator
Stuart McMillanTiso
Head of Multichannel
Tiso
Speaker
Anna TipladyConversion
Senior Consultant
Conversion.com
Room: Creative 2
Digital Growth Unleashed

In an incredibly busy online market place, where your message is so easily lost in the noise - understanding how to get your customer's attention, keep it and convert it into action is essential. It's why, in this entertaining and insightful talk, best-selling author and direct-response copywriter, Glenn Fisher, will outline a simple framework anyone can follow to attract, keep and convert more customers. Whether you're a business owner, marketer or developer - you'll be able to use Glenn's ideas to instantly improve your results. 

Session description
Moderator
John CampbellRabbit & Pork
MD and Co-Founder
Rabbit & Pork
Speaker
Glenn FisherAll Good Copy
Founder
All Good Copy
Room: Premium 3
Marketing Analytics Summit

Even if you are an Adobe shop, Phil's 15 years of learnings about Google Analytics is astonishingly valuable. Phil delivers his top GA tips, giving away his best secrets on the things he wish he had known sooner. An entire career of enterprise level implementations have taught Phil loads of shortcuts - Expect LOTS of take-aways.

- The 10 reports to save you money, or make you money
- How to make generic dashboards actually useful! ...using this simple goal trick
- How to bulk add 50 filters in 30seconds
- How to bulk add 20 custom dimensions in 10seconds
- GDPR templates & crawlers - don't pay for one, have one for free
- and SO much more! 

Session description
Moderator
Jim SterneMarketing Analytics Summit
Founder
Marketing Analytics Summit
Speaker
Phil PearceAccelerate Agency
Co-founder & Analytics Director
Accelerate Agency
Room: Premium 2
PAW Business Case Studies

For companies that want to learn and iterate quickly there is no substitution for scalable experimentation practices -- and as machine learning techniques have become increasingly democratized the burden of rigorous work is and should increasingly shift to how effectively models are tested and validated. In the pure online publisher space this problem is relatively easy, and A/B testing practices are common enough that much of this problem has largely been "solved" -- but what about when A/B testing doesn't work? Sometimes real world release mechanics or marketplace effects make traditional online experimentation practices impractical or, worse, can lead teams to conclude the wrong results. 

This session will cover the importance of good experimentation practices, and some of the tools and techniques that Uber uses to run experimentation at scale.

Session description
Moderator
Dr. David StephensonDSI Analytics
Author and Founder
DSI Analytics
Speaker
Mark BelvedereUber
Head of Global Data Science - Payments
Uber
Room: Premium 1
PAW Business Deep Dive

AutoML is becoming a pervasive tool for data scientists and machine learning practitioners to quickly build accurate machine learning models. Recent products from Google, Microsoft, Auger.AI and others emphasize a programmatic API approach (versus a visual leaderboard) to applying AutoML. All of these products have a similar processing pipeline to achieve a deployed prediction capability: data importing, configuring training, executing training, evaluating winning models, deploying a model for predictions, and reviewing on-going accuracy. With "AutoAutoM"L, ML practitioners can automatically retrain those models based on changing business conditions and discovery of new algorithms. But they are often practically locked into a single AutoML product due to the work necessary to program that particular AutoML product’s API. This talk describes an open source multivendor project called A2ML that allows developers to embed AutoML into their applications with any machine learning vendor's product.

Session description
Moderator
Gerhard PilcherElder Research
President & CEO
Elder Research
Speaker
Adam Blum
CEO
Auger.AI
Room: Creative 1
Email Innovations Summit

Email geeks work hard to be the experts in our field, so it can be frustrating to feel torn between serving internal leadership versus what subscribers want. But when we increase our emotional intelligence, we can effectively serve both, streamline our own workflows, and feel really good about it throughout the process. Kait will cover tactics like listening to understand, giving before you get, and using data to support or challenge a perspective so we can help people become more effective in their work and relationships.

The audience will learn how to…
*Get internal alignment on effective email strategy
*Let data do the dirty work in a debate
*Challenge assumptions and gather information more quickly
*Send emails that build lasting, positive relationships

Session description
Moderator
Jenna TiffanyLet's Talk Strategy
Founder & Strategy Director
Let'sTalk Strategy
Speaker
Kait CreamerScaled Agile
Email Marketing Manager
Scaled Agile
3:05 pm
Room: Creative 3
Digital Growth Unleashed

Nudge theory was developed formally in the mid-90s by social scientists looking to alter people's 'unhealthy' behaviours. Now more than 80 countries have dedicated government units specialising in the practice of nudging and are seeing massive social impact. This talk discusses why nudge theory is so attractive and how it can be applied to the commercial world for financial gain (especially within CRO). Case studies covered include how a bank saved $20mil by simply adding a personal touch to their letters. The ethics of using nudge will also be looked at and where this can sometimes intersect with UX dark patterns.

Session description
Moderator
Stuart McMillanTiso
Head of Multichannel
Tiso
Speaker
Duncan HeathFresh Egg
Strategy Director
Fresh Egg
Room: Creative 2
Digital Growth Unleashed

In our content-crazy digital landscape, there’s a lot of advice out there about how to create great marketing content. But do you want to go beyond simply writing generically ‘good’ landing pages, blogs, ad campaigns, and sales emails? Are you ready to learn how to use language in a more unique and compelling way, showcasing your organisation’s specific brand and personality and allowing you to connect emotionally with potential customers? If so, this session is for you, as together we look at exactly what a brand voice is (and isn’t), why it’s important, and how your business can go about getting one, so that more people are inspired by your content and compelled to buy into what you’re offering.

Session description
Moderator
John CampbellRabbit & Pork
MD and Co-Founder
Rabbit & Pork
Speaker
Bethany JoyBethany Joy
Brand voice crafter and wordsmith extraordinaire
Bethany Joy
 
 
 
Room: Creative 1
Email Innovations Summit

To say that inboxes are overcrowded is an understatement. The sheer amount of content created on the internet every day is staggering. Not to mention, consumers attention spans are shrinking. Yes, yours is too! So how can you possibly get noticed in the crowded marketing landscape? Attend this session to learn 6 human behavior hacks that will help your brand increase engagement and conversions.


After this presentation you will have the following key actionable takeaways:
· Understanding of how humans process information and the behaviors we perform every day without any conscious thought
· Methods to tap into your customers subconscious thinking to encourage the intended response or outcome
· How simple adjustments to the display of a price for a product or service can drastically improve conversion rates

Session description
Moderator
Jenna TiffanyLet's Talk Strategy
Founder & Strategy Director
Let'sTalk Strategy
Speaker
John ThiesEmail on Acid
Co-Founder
Email on Acid
3:30 pm
Coffee Break
Coffee Break
Coffee Break
Coffee Break
3:55 pm
Room: Creative 3
Digital Growth Unleashed

Especially in a mobile-first world, fast loading websites are of outmost importance. Unfortunately, it has become really hard to measure performance as it also depends on your mobile device's CPU amongst other factors. Also, Google has been very vocal about anything web performance in the last years and is pushing hard to innovate repeatedly. But performance is so much more! User satisfaction should be the main goal because expectations are clear: You’ve got two seconds maximum to deliver, so make it count. During his talk Bastian will be walking you through various advanced topics and strategies around web performance optimisation going way beyond Accelerated Mobile Pages (and other short-term solutions) to make any website really, really fast.

Session description
Moderator
Stuart McMillanTiso
Head of Multichannel
Tiso
Speaker
Bastian GrimmPeak Ace AG
Director Organic Search
Peak Ace AG
Room: Creative 2
Digital Growth Unleashed

Many digital marketers think marketing is about the latest tech, or advertising hack or way to game Google. But it's not. At its heart, marketing is about people. This presentation is about the bad decisions people make, why they make them and how you can use this to make better marketing decisions. Andi will delve into academic research to find studies about how people behave, outline the implications and give examples of best practice from companies making the most of this knowledge.

Session description
Moderator
John CampbellRabbit & Pork
MD and Co-Founder
Rabbit & Pork
Speaker
Andi JarvisEximo Marketing
Founder & Strategy Director
Eximo Marketing
Room: Premium 3
Marketing Analytics Summit

Over the last five years, Craig has been documenting the easiest and most powerful ways to massively increase the organisational value you get out of your Data Layer for the most transformational and lasting impact on teams and companies. Learn the best ways to improve your reporting, clean up your data, automate common and boring tasks and create simple and actionable dashboards or reports. These tips will transform how you use reports, where you go for answers and how fast you get them. This is for anyone who uses Google Analytics as part of their job – whether you’re a beginner or expert, work in marketing, tech, UX or CRO, there’s a useful tip here that will improve your insights and productivity. The slides include all the materials you’ll need to do this stuff back at the office including custom reports, templates, excel sheets, articles and further reading so you have everything you need to massively power up GA within your company.

Session description
Moderator
Jim SterneMarketing Analytics Summit
Founder
Marketing Analytics Summit
Speaker
Craig Sullivan
CEO
Optimal Visit
Room: Premium 2
PAW Business Featured Session

There is a lot of visioning going on around AI/Augmented/Automated machine learning as well as some first good specialist topic examples. But what are the techniques being used and can they be applied to day to day tasks? This presentation will bring together the latest thinking on practical automated machine learning and apply it to a common task: ensuring relevant graphics are created. This is of course useful for non-data science professionals but has a particular value for data scientists who are taking an initial look at new very big very wide data to determine an approach. A summary of the status quo will be given along with practical open source examples to show the techniques and concepts in use.

Session description
Moderator
Dr. David StephensonDSI Analytics
Author and Founder
DSI Analytics
Speaker
Phil WintersCIAgenda
Author and Thought Leader
CIAgenda
Room: Creative 1
Email Innovations Summit

Olly from World In Words recently worked on Expedia's innovative automation technology. The company made good use of third-party technology, and created their own customer contact platform from scratch. In this session Olly will share:


- Challenges faced when building your own marketing platform
- Benefits of having a self-made system
- How this compares to having an off-the-shelf system
-Tips and tricks he's picked up along the way

Session description
Moderator
Jenna TiffanyLet's Talk Strategy
Founder & Strategy Director
Let'sTalk Strategy
Speaker
Olly BeckettWorld in Words
Email Marketing Consultant
World in Words
4:40 pm
Session Change
Session Change
Session Change
Session Change
4:45 pm
Room: Creative 3
Digital Growth Unleashed

A.I. is no longer something reserved for extensively qualified data scientists. The world of marketing and growth has already begun to be influenced by machine learning and artificial intelligence, with the companies who want to stay ahead taking advantage of this new competitive advantage. Bernardo has spent the last year teaching non-coders to use machine learning for marketing and growth. In this talk, we’ll test your skills, expose you to the real-life applications of A.I., as well as show you how you can learn to leverage it!

Session description
Moderator
Stuart McMillanTiso
Head of Multichannel
Tiso
Speaker
Bernardo NunesGrowth Tribe
Head of Science
Growth Tribe
Room: Premium 3
Marketing Analytics Summit

With a clear look over the Great Wall, Arnold reveals how analytics is a little different in China. China’s landscape is dominated by BATS (Bytedance, Alibaba, Tencent and Sina) which have very comprehensive data sets with multiple touch points from single platform eco-systems. WeChat has the equivalent of PayPal, Facebook, WhatsApp, eBay and more, and provides a gateway to true online/offline attribution from audience segmentation to hyper personalization. But these platforms are not happy to share with marketers or each other. Therefore, Chinese analysts get very innovative. As Western platforms start following the Chinese service design, Western analysts need to become more creative as well. Find out how GDPR will lead to an identity management infrastructure and how China's analysts are already in the forefront.

Session description
Moderator
Jim SterneMarketing Analytics Summit
Founder
Marketing Analytics Summit
Speaker
Arnold MaQumin
Founder
Qumin
Room: Premium 2
PAW Business Case Studies

Exceptional digital experiences are vital for success in the competitive online travel landscape, with highly engaged customers being 4 times more likely to refer brands to their friends, family and connections. With over 80% of holiday bookings happening online, improving digital customer experience is a vital objective for this industry. This session details the journey taken by TUI, which resulted in a model that enables TUI's digital team to improve customer experience and predict revenue growth.

Session description
Moderator
Dr. David StephensonDSI Analytics
Author and Founder
DSI Analytics
Speaker
David EllisStation10
Managing Director
Station10
Room: Creative 1
Email Innovations Summit

Artificial Intelligence, voice technology, personalisation and sophisticated automation are all words that continuously arise when email is mentioned. But what will be the future of email if we all adopt these tools? Most importantly how does the consumer want us to use these tools in a way that will enhance their existing experience?

In this thought-provoking session, Jenna will explore the future of email from the eyes of the consumer. Jenna will be asking two key questions:
1. What will be their expectations from the channel
2. How can we ensure as organisations that we satisfy these new demands?

Jenna will provide tips on how your business can assure it keeps up and not only satisfies the needs of tomorrow but also the needs of consumers today.

Session description
Speaker
Jenna TiffanyLet's Talk Strategy
Founder & Strategy Director
Let'sTalk Strategy
5:30 pm
Room: Creative 3
Digital Growth Unleashed

This is where the rubber meets the road and we find out if we came through on our promise. What was your most important learning? Did you make new valuable contacts? What will you tell your colleagues, your friends, your family when you get home?

Session description
Speaker
Stuart McMillanTiso
Head of Multichannel
Tiso
Room: Premium 3
Marketing Analytics Summit

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 Analytics Summit
Founder
Marketing Analytics Summit
PAW Business

This is where the rubber meets the road and we find out if we came through on our promise. What was your most important learning? Did you make new valuable contacts? What will you tell your colleagues, your friends, your family when you get home?

Session description
Speaker
Dr. David StephensonDSI Analytics
Author and Founder
DSI Analytics
Room: Creative 1
Email Innovations Summit

This is where the rubber meets the road and we find out if Jenna came through on her promise. What was your most important learning? Did you make new valuable contacts? What will you tell your colleagues, your friends, your family when you get home?

Session description
Speaker
Jenna TiffanyLet's Talk Strategy
Founder & Strategy Director
Let'sTalk Strategy
5:45 pm
End of Digital Growth Unleashed London 2019
End of Marketing Analytics Summit 2019
End of Predictive Analytics World London 2019
End of Email Innovations Summit London 2019
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