London, 17-18 October, 2018

Review – Agenda 2017

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


Data Driven Business - London - Day 1 - Wednesday, 11th October 2017

8:00 am
Registration
Registration
Registration
Registration
9:10 am
 
 
 
Room: Room: Creative 2
Email Innovations Summit Welcome & Opening
The Session Description will be available shortly.
Session description
Speaker
Jeanne JenningscohereOne
Partner
CohereOne
9:15 am
Room: Premium 1+2
Digital Growth Unleashed Welcome & Opening

Welcome!

Session description
Speaker
Stephen Pavlovichconversion.com
CEO
Conversion.com
Room: Creative 3
eMetrics Summit Welcome & Opening

Welcome!

Session description
Speaker
Peter O`NeillLeapThree
Director
LeapThree
Room: Creative 1
PAW Business Welcome & Opening

Welcome!

Session description
Speaker
Sven Crone, DrLancaster Research Centre for Forecasting
Director
Lancaster Research Centre for Forecasting
Room: Creative 2
Email Innovations Summit Keynote:

Separating hype from the reality - Dela’s presentation will help you understand where AI stands in marketing today. Discover how this translates into opportunities and threats – which roles and functions are most at risk and what skills are going to be in demand moving forward. Dela also shares his insights into a new breed of tools that will help savvy marketers to stay ahead and give them the edge over the competition.

Session description
Moderator
Jeanne JenningscohereOne
Partner
CohereOne
Speaker
Dela QuistAlchemy Worx
CEO
Alchemy Worx
9:30 am
Room: Premium 1+2
Digital Growth Unleashed Keynote:
  • Scaling a Testing Culture
  • Complex topics explained through simple stories
  • If you run A/B tests for conversion optimisation, this session is for you

Lukas Vermeer works for a company that runs more than a thousand experiments every day. He is responsible for the internal tooling and training that helps product development improve the customer experience in measurable steps. In this session, Lukas will share some „statistical stories“ that have helped scale their testing culture. Complex topics, such as early stopping rules; false positives and false negatives; sample ratio mismatch; and selective attrition, are all explained through simple stories that can help anyone understand their test results better. If you run A/B tests for conversion optimisation, this session is for you. 

Session description
Speaker
Lukas VermeerBooking.com
Data Scientist
Booking.com
AttractPersuadeAll Levels
Room: Creative 3
eMetrics Summit Keynote

An introduction to artificial intelligence and what it means for marketing analysts

AI and machine learning are coming at us fast. You need to know the basics and the practical applications. Starting with a quick overview of AI and ML, 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.

Key Takeaways
            How Machine Learning Works for Marketing
            What Machine Learning Cannot do for Marketing
            How to On-board AI and ML into Your Organization

Session description
Speaker
Jim SterneMarketing Evolution Experience
Founder
Marketing Evolution Experience
artificial intelligencemachine learningmarketinganalytics
Room: Creative 1
PAW Business Keynote:
  • Every analytics challenge reduces, at its technical core, to optimizing a metric
  • As algorithms improve over time, one could imagine obtaining a solution merely by defining the guiding metric
  • But are our tools that good? Are we aiming them in the right direction?

Every analytics challenge reduces, at its technical core, to optimizing a metric. Product recommendation engines push items to maximize a customer's purchases; fraud detection algorithms flag transactions to minimize losses; and so forth. As modeling and classification (optimization) algorithms improve over time, one could imagine obtaining a solution merely by defining the guiding metric. But are our tools that good? More importantly, are we aiming them in the right direction? I think, too often, the answer is no. I'll argue for clear thinking about what exactly it is we ask our computer assistant to do for us, and recount some illustrative war stories. (Analytic heresy guaranteed.)

Session description
Speaker
John Elder, PhDElder Research
Founder & Chair
Elder Research
 
10:00 am
 
 
 
Room: Creative 2
Email Innovations Summit
The Session Description will be available shortly.
Session description
Sponsored by
Dotmailer
Moderator
Jeanne JenningscohereOne
Partner
CohereOne
Speaker
Skip FiduraDotmailer
Client Services Director
dotmailer
10:25 am
 
Room: Creative 3
eMetrics Summit
The Session Description will be available shortly.
Session description
Sponsored by
ObservePoint
Room: Creative 1
PAW Business

HAVI is global, privately held company that serves customers in more than 100 countries. Thanks to decades of experience, working for some of the biggest brands, we support our customers with cutting-edge cross-functional analytics that can drive success in both marketing and in the supply chain. Our award-winning Marketing Analytics tools apply the very latest in visualisation techniques to offer at-your-finger-tips business insights. And our revolutionary new Prescriptive Marketing Platform uses big data analytics to predict the outcomes of planned limited-time-offers and promotions, and to prescribe marketing recommendations that can better meet business goals.

Session description
Sponsored by
HAVI
Speaker
Funs JansenHAVI
Senior Manager Marketing Analytics
HAVI
 
10:30 am
Coffee Break
Coffee Break
Coffee Break
Coffee Break
10:55 am
Room: Premium 1+2
Digital Growth Unleashed Track 1:
  • How to extract useful data from almost any site - with minimal time and effort
  • Learn what you need to model and automate discovery work
  • With downloadable reports, templates and guides

In this session, Craig will show you how he does modelling of sites using Google Analytics - to find out where there are latent opportunities in the flow of visitors and delight. Using a range of API tools, google analytics reports, segments, sketching and modelling techniques, he'll show you how to extract useful data from almost any site - with minimal time and effort. Craig is sharing these useful Google Analytics hacks for the first time as he walks you through the mixture of techniques he uses to isolate site blockages. In this session, you'll learn what you need to model and automate discovery work, leaving you more much more time to actually grow the business. With downloadable reports, templates and guides, you'll have everything you need to get started tomorrow!

Session description
Speaker
Craig Sullivan
CEO
Optimal Visit
Growth TechAdvanced
Room: Premium 3
Digital Growth Unleashed Track 2:
Part 1
  • Growth comes from a mix of behavioural psychology, coding, creative marketing and data analysis
  • Any size company can avail of the already available tools out there to achieve growthl
  • Learnings, tools, tactics and techniques to start a successful Growth Marketing journey

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 I've learned along the way. A brief but information-packed masterclass covering the learnings, tools, tactic and tricks that will start you on your Growth Marketing journey.

Session description
Speaker
Luke MontgomeryGrowth Tribe
Lead Growth Hacking Speaker
Growth Tribe
ServeAll Levels
Digital Growth Unleashed
Track 2:
Part 2
  • How a full stack marketer has evolved to become a highly technical, creative and execution focussed Swiss army knife
  • How to give companies the edge by wearing many hats  
  • How to utilise a wide range of CRO techniques to improve campaigns with practical examples and takeaways

Depesh started his career as a developer, fell into CRO, and is now a full stack marketer. In this session, he'll talk about his experience of how full stack marketers have evolved to become highly technical, creative and execution focussed Swiss army knives, capable of running high performance awareness, acquisition and retention campaigns. Full stack marketers are giving companies the edge by wearing many hats with a relentless focus on results across the customer journey. Learn how full stack marketers utilise a wide range of CRO techniques to improve campaigns with practical examples and takeaways.

Session description
Speaker
Depesh MandaliaSM Commerce
Founder
SM Commerce
PersuadeServeGrowth TechAll Levels
Room: Creative 3
eMetrics Summit

Data democratization and self-service analytics are possible, if you heed Lucy's warnings and learn from her experience. 

We have a vision of self-service where business stakeholders actively pull their own data to answer questions, calling upon analysts only for more complex data wrangling and expertise. If we can get this right, everyone’s a winner – the analysts have a much more interesting ride, and data-led decision-making permeates the whole organisation. But it’s a hard destination in many organisations – including our own. In this talk, Lucy will discuss some of the challenges and the steps they have been taking to move themselves along the path to a self-service “utopia”. She will reflect on a diverse range of topics such as the legacies which sabotage the journey to self-serve, the role of an analyst in helping the transition, and the importance of leadership support.

Session description
Speaker
Lucy ButlerArgos
Digital Intelligence Controller
Argos
Room: Specialist
eMetrics Summit Break Out Session (Limited to max. 30 Participants - First Come First Serve)

Moving from in-house analyst to consultant comes with challenges, rewards, and lessons for agencies and brands

Having started work agency side, moved in house and most recently gone solo, Anna will share the most useful lessons learnt with dealing with analytics processes, strategies and resources across different business types. Find out ways to be efficient and effective working with different teams as well as highlights and low lights of each business type. 

Session description
Speaker
Anna LewisPolka Dot Data
Owner
Polka Dot Data
Room: Creative 1
PAW Business
  • How operational research techniques can enhance predictive analytics 
  • Optimisation methods to find the profit optimal footprint for Retailers
  • Simulation techniques to model the flow of patients in Emergency departments

Powerful, user-friendly tools are critical for successful implementation and to empower decision makers for their ongoing and more robust decision making. Two tools are presented to demonstrate how operational research techniques can enhance predictive analytics by exploring alternative scenarios under future uncertainty and change. The first tool employs optimisation methods to find the profit optimal footprint for Retailers, taking into account how business flows around the network as it changes. The second tool uses simulation techniques to model the flow of patients in Emergency departments. It has been used at two Emergency departments to help understand the impact of reconfiguring the departments, changes to workforce rotas and changes to capacity levels.

Session description
Moderator
Sven Crone, DrLancaster Research Centre for Forecasting
Director
Lancaster Research Centre for Forecasting
Speakers
Louise FildesErnst & Young
Operational Research Consultant
Ernst & Young
Room: Creative 2
Email Innovations Summit

The recent 2017 DMA Marketer Email Tracker Report made the statement that strategy is an email marketers biggest challenge. The report also revealed that only 16% of email’s received by consumers are relevant.

Jenna Tiffany from Let’sTalk Strategy will show you how to overcome these challenges by sharing her successful straightforward steps that you can action whether you’re a B2B or B2C brand.

From this session, you’ll be able to:

  • Create a successful email strategy that is tailored to your unique business.
  • Measure the success of your email activity on a regular basis that goes beyond opens and clicks.
  • Put email on the map when it comes to budget conversations.

Many brands are already reaping the rewards of implementing the consultancy advice that Jenna regularly shares, so make sure your brand doesn’t miss out. 

Session description
Moderator
Jeanne JenningscohereOne
Partner
CohereOne
Speaker
Jenna TiffanyLet's Talk Strategy
Founder & Strategy Director
Let'sTalk Strategy
11:40 am
Session Change for Digital Growth Unleashed and Combo Pass Holders
Session Change for eMetrics Summit 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:
  • Companies need to iron out potential issues before they start optimizing
  • Functionality testing is the key, but done by very few companies
  • Instead of buggy test, that create inaccurate results, functionality testing helps to unearth hidden revenue

Whilst we are all busy optimizing away, we are missing a fundamental key to the puzzle: we are not functionality testing (ie bug hunting) the very websites we are optimising. Instead of releasing buggy tests that are harming our data and creating results that are not accurate, we can unearth hidden revenue by fixing functional issues for what is already there. It’s a simple simple process and we do not only find money but we also create a better website to build our tests on by ironing out potential issues before we start. In this session Abi will illustrate the process of functionality testing a website and give you examples of why functionality testing is so important.

Session description
Speaker
Abi HoughEndless Gain
Device Experience Director
Endless Gain
PersuadeServeAdvanced
Room: Premium 3
Digital Growth Unleashed Track 2:
  • Copy is one of the biggest needle movers in split tests
  • How to approach copy at every stage of the customer journey
  • Underlying theories and techniques, including purchasing decision hierarchy, biases and embedded commands

Some of the biggest needle movers in split tests are down to copy alone. Words are powerful and neuroscience research has given CRO copywriters even more tools to persuade web visitors to act. Find out how Mel Henson, one of the UK’s leading CRO copywriters approaches copy at every stage of the customer journey. Illustrated with numerous before and after and after examples, Mel not only shows the words that got results but also explains the underlying theories and techniques, including purchasing decision hierarchy, biases and embedded commands.

Session description
Speaker
Mel HensonAWA digital
Head of Creative
AWA digital
PersuadeServeAll Levels
Room: Creative 3
eMetrics Summit

It takes a village to do analytics - and you need to make it fun!

Andrew will demonstrate a how he has grown the Sky’s digital analytics capability across multiple business units, off shore teams and an ecosystem of agencies and consultancy. Sky is a complex business with great ambitions for delivering digital propositions to customers which is underpinned by customer Intelligence. Learn how Andrew made learning enjoyable by combining Digital Analytics Knowledge with the mechanics of Jeopardy. Digital Analytics learning does not need to be boring!

Session description
Speaker
Andrew GerhardtSky
Implementation Principal
Sky IDS
Room: Specialist
eMetrics Summit Break Out Session (Limited to max. 30 Participants - First Come First Serve)

Audience-first approach in tandem with business goal

While James is looking for a new doctor, he's likely to see +100 marketing messages on his journey to buying; some on mobile, some from dark traffic, some on desktop, some on billboards, some on review sites, some on social, etc. Learn why in a multi-touch, multi-channel world, measurement needs to focus on the user, not traffic, sessions or visits. In this discussion, we’ll focus on how an audience-first approach, in tandem with business goals, inform your measurement strategy and improve your ROI. We'll walk through how we've accomplished this using anonymized client examples and real-world application.

Session description
Speaker
James CorrSEER Interactive
Analytics Team Lead
Seer Interactive
Room: Creative 1
PAW Business Keynote:
  • The core reason for data visualization
  • Learning the patterns corresponding to various multivariate relations
  • A topology of proximity opening the way for visualization in Big Data

A dataset with M items has 2M subsets anyone of which may be the one satisfying our objective. With a good data display and interactivity our fantastic pattern-recognition defeats this combinatorial explosion by extracting insights from the visual patterns. This is the core reason for data visualization. With parallel coordinates the search for relations in multivariate data is transformed into a 2-D pattern recognition problem. Together with criteria for good query design, we illustrate this on several real datasets (financial, process control, credit-score, one with hundreds of variables) with stunning results. A geometric classification algorithm yields the classification rule explicitly and visually. The minimal set of variables, features, are found and ordered by their predictive value. A model of a country’s economy reveals sensitivities, impact of constraints, trade-offs and economic sectors unknowingly competing for the same resources. An overview of the methodology provides foundational understanding; learning the patterns corresponding to various multivariate relations. These patterns are robust in the presence of errors and that is good news for the applications. A topology of proximity emerges opening the way for visualization in Big Data. Learn how to answer questions you did not know ... how to ask

Session description
Speaker
Alfred InselbergTel Aviv University
Computer Science and Applied Mathematics Departments
Tel Aviv University
Room: Creative 2
Email Innovations Summit

It’s one thing to send a newsletter, it’s another to have the confidence to send a series of nurturing emails that are absolutely bespoke to your contact’s needs and requirements. When you have long sales cycles, multiple stakeholders, and factors you can’t always control, you need to get your messaging spot on. CLD’s Director of Digital, Gareth Cartman, takes us on a journey through nurturing – how two businesses saw an uplift in business thanks to emails that were delivered at the right time, with the right content, based on web activity, pipeline stage, and indicated preferences.

Session description
Moderator
Jeanne JenningscohereOne
Partner
CohereOne
Speaker
Gareth CartmanCLD
Director of Digital Marketing
CLD
12:30 pm
Lunch Break
Lunch Break
 
Lunch Break
12:45 pm
 
 
Lunch Break
 
1:40 pm
Room: Premium 1+2
Digital Growth Unleashed Keynote:
  • Why you should treat your web site and your first date in the same way
  • 10 universal but often forgotten conversion principles
  • Tips you can use for both conversion optimization and dating

There are many parallels between how you should treat your web site and your first date. At least: if you want them to end in a successful relationship. Build around 10 universal but often forgotten conversion principles, Karl shares lots of cases that illustrate how you can sell more and convince your visitors with these principles. He shows the data and how he came up with those ideas. Yes, you can use these tips for dating too. But be aware: Karl is a user research and conversion specialist. Not a dating expert.

Session description
Speaker
Karl GilisAGConsult
Co-founder
AGConsult
PersuadeServeAll Levels
Room: Creative 3
eMetrics Summit

How proper calculation of Customer Lifetime Value benefits the customer as well as the company

How do you incorporate covariates into the extended Pareto/Negative Binomial Distribution model? Marek delivers a little bit of theory, and then a lot of practical results and experience applying Customer Lifetime Value analytics for customer reactivation, retention, loyalty programs, and reward systems. He also looks at CLV in service to revenue prediction, sales plan formulation, and an analysis of the impact of your competition.

Session description
Speaker
Marek Kobulskyklido.cz
Head of Marketing
klido
Room: Creative 1
PAW Business
Part 1
  • Anti-ML efforts are a large part of financial crime compliance
  • Successful ML detection is inherently different from classical anomaly detection in time-series data
  • Risk-based approach to anti-ML and what this means for ML detection techniques

A large part of financial crime compliance for financial institutions is in the anti-ML efforts, where banks are required to conduct ongoing clients due diligence and transaction monitoring. Predictive analytics are being more relied upon for the latter. However, successful ML detection is inherently different from classical anomaly detection in time-series data. Global financial action task forces advocate for a risk-based approach to anti-ML, and this presentation will cover what this means for ML detection techniques.

Session description
Speaker
Elena Sharova
Data Scientist
Credit Suisse
Predictive Analytics World for Business
Part 2
  • How one of the largest logistics company in the Middle East automated the delivery of shipments using machine learning
  • No postcodes in the region, instead customers need to give a description of the address
  • How GPS was used to predict the delivery location using clustering and classification algorithms

This presentation will give an insight into how we helped one of the largest logistics company in the Middle East to automate the delivery of their shipments using machine learning. The problem was particularly interesting because there are no postcodes in the region. Instead our client would have to make a phone call to each customer and get a description of the address instead, e.g. house with brown door around XYZ roundabout. This process became more difficult because of the cultural dynamics existing amongst the demographics.This presentation will describe how we leveraged the GPS data the client had to predict the delivery location using clustering and classification algorithms and how we operationalised the model in order to drive actions in real time.

Session description
Speaker
Megha AgarwalPivotal
Data Scientist
Pivotal
Room: Specialist
PAW Business Technical Deep Dive (Limited to max. 30 Participants - First Come First Serve)

Neural networks have been proven to be universal approximators but this still leaves the identification task a hard one.  Beside using data we should focus our attention on the underlying structure of our subject of interest. In case of dynamical systems this is time, leading us to state space models and recurrent neural networks. After an introduction of small (open) dynamical systems we will study dynamical systems on manifolds. Here manifold and dynamics have to be identified in parallel. We will move on to large (closed) dynamical systems with hundreds of state variables and will combine causal and retro-causal models of the observations. This combination leads us to an implicit description of dynamical systems on manifolds. Finally we will discuss the quantification of uncertainty in forecasting. In our framework the uncertainty appears as a consequence of principally unidentifiable hidden variables in the description of large systems. Together with the mathematical concepts we will see applications in economics and engineering.

Session description
Speaker
Hans-Georg ZimmermannFraunhoder IIS
Senior Research Scientist
Fraunhofer Gesellschaft
Room: Creative 2
Email Innovations Summit


    With only 28% of companies implementing lifecycle programmes, 26% dynamic content and 24% behavioural targeting, the need for companies to go beyond basic segmentation and a batch and blast mentality still exists.
    With the rise in technology to assist in a more personalise customer experience, it is critical that companies work to create a more intelligent email marketing programme that truly targets their subscribers with the right message, sent to the right person, at the right time, to maximise engagement.
    Join Kate Barrett from eFocus Marketing  in this session and discover…

    • The 5 areas of focus to increase your engagement and revenue
    • How to put the customer first in everything you do for increased results
    • Go beyond the basics – use your data to create valuable communications at each stage of the customer lifecycle
    Session description
    Moderator
    Jeanne JenningscohereOne
    Partner
    CohereOne
    Speaker
    Kate BarretteFocus Marketing
    CEO & Founder
    eFocus Marketing
    2:40 pm
    Session Change for Digital Growth Unleashed and Combo Pass Holders
    Session Change for eMetrics Summit 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
    • Fourteen elements that the world's winning websites get right
    • Identifying which of your “cylinders” isn't firing
    • Tips for growing businesses of all sizes

    Based on ten years of research, Dr Karl Blanks has identified fourteen elements that the world's winning websites get right. If you're looking to massively grow your sales, your biggest opportunity comes from identifying which of your “cylinders” isn't firing. Contains lots of tips for growing businesses of all sizes.

    Session description
    Speaker
    Karl Blanks, PhDConversion Rate Experts
    Chairman
    Conversion Rate Experts
    PersuadeServeAlle Levels
    Room: Premium 3
    Digital Growth Unleashed Track 2:
    • Understand the opportunities – and challenges – of personalisation
    • Learn how to structure your personalisation programme 
    • See how personalisation can drive advanced experimentation

    Personalisation is emerging as the next big opportunity in conversion optimisation and is high on the to-do list of marketers everywhere. Personalisation adds more layers of complexity to conversion optimisation but with it comes the potential for impressive uplifts and a much deeper understanding of your users. In this session, Kyle will share a framework and approach to personalisation that puts experimentation at the heart of personalisation strategy. You’ll learn about the opportunities and challenges of personalisation, explore a framework for managing personalisation strategy, and gain insight into how personalisation can drive value through experimentation and conversion optimisation.

    Session description
    Speaker
    Kyle Hearnshawconversion.com
    Head of Conversion Strategy
    Conversion.com
    PersuadeServeAdvanced
    Room: Creative 3
    eMetrics Summit

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

    Session description
    Moderator
    Jim SterneMarketing Evolution Experience
    Founder
    Marketing Evolution Experience
    Room: Creative 1
    PAW Business
    • Public construction contracts are awarded through the competitive bidding process
    • Presentation of a model that accurately predicts competitor’s bids
    • Case study of client who achieved a CAGR of 46%

    Each year, a significant number of public construction contracts are awarded through the competitive bidding process. For most contractors, this represents the proverbial "Catch 22." Bid too high and you lose, bid too low and you jeopardize profit. What if you knew the other bids? Paul will present a model that accurately predicts competitor’s bids. The results are astonishing. One Contractor increased the number of winning bids to 80% from 58% but more importantly maximized their profit potential for each award. With the help of “Confucius,” this client achieved a CAGR of 46%.

    Session description
    Speaker
    Paul MlakarR2M Solution
    Co-Founder and Managing Partner
    R2M Solution
    Room: Specialist
    PAW Business Technical Deep Dive (Limited to max. 30 Participants - First Come First Serve)

    Neural networks have been proven to be universal approximators but this still leaves the identification task a hard one.  Beside using data we should focus our attention on the underlying structure of our subject of interest. In case of dynamical systems this is time, leading us to state space models and recurrent neural networks. After an introduction of small (open) dynamical systems we will study dynamical systems on manifolds. Here manifold and dynamics have to be identified in parallel. We will move on to large (closed) dynamical systems with hundreds of state variables and will combine causal and retro-causal models of the observations. This combination leads us to an implicit description of dynamical systems on manifolds. Finally we will discuss the quantification of uncertainty in forecasting. In our framework the uncertainty appears as a consequence of principally unidentifiable hidden variables in the description of large systems. Together with the mathematical concepts we will see applications in economics and engineering.

    Session description
    Speaker
    Hans-Georg ZimmermannFraunhoder IIS
    Senior Research Scientist
    Fraunhofer Gesellschaft
    Room: Creative 2
    Email Innovations Summit

    The email platform of today may have come a long way but there are plenty of opportunities to better serve customers. The increased computing power and adoption of AI means email technology needs to be re-imagined.I’ll be looking at the strategic challenges with current platforms and providing a blueprint for the email platform of the future.

    Session description
    Moderator
    Jeanne JenningscohereOne
    Partner
    CohereOne
    Speaker
    Tim WatsonZettasphere
    Email Consultant
    Zettasphere
    3:30 pm
    Coffee Break
    Coffee Break
    Coffee Break
    Coffee Break
    3:55 pm
    Room: Premium 1+2
    Digital Growth Unleashed Featured Session:
    • Lovehoney's approach to optimising for user segments
    • How to use experience maps to build a picture of real users
    • Plotting the pain points and opportunities, using research analysis to form hypotheses and tests

    Matthew from Lovehoney and freelance UX consultant Jesmond will share their approach to optimising for user segments. They’ll walk through their end-to-end approach: documenting business knowledge and assumptions, using qualitative research to build a user experience map, and using that map to translate opportunities and pain points into hypotheses and tests.

    Session description
    Speakers
    Jesmond Allen
    User Experience Consultant
    Matthew CurryLovehoney
    Head of Ecommerce
    LH Group
    PersuadeServeAdvanced
    Room: Creative 3
    eMetrics Summit

    What does it take to make a large organization more data informed?

    A great deal of effort went into outlining the KFC 12 Point Manifesto for Analytics and Jonathan walks us through what’s working and what isn’t. Lesson #1? Starting from scratch at a start-up is much different than trying to change from an established culture to a new one. Learn about KFC’s 12 Points as Jonathan shares their intent and the anecdotes around:

    •            Business objectives
    •            KPIs in stone
    •            CMO/CTO collaboration
    •            Test & learn culture
    •            Incremental gains
    •            List & prioritise questions
    •            Flexible analysts
    •            Always-on data warehouse & models
    •            Dashboard
    •            Weekly scrum, scrum-master

    Session description
    Speaker
    Jonathan BrechKentucky Fried Chicken
    Head of Digital
    KFC UK & Ireland
    Room: Specialist
    eMetrics Summit Break Out Session (Limited to max. 30 Participants - First Come First Serve)

    Trials and tribulations of collecting clean data

    Good analytics is predicated on good data. Matthew offers up a decade’s worth of tricks, tips and traps learned while trying to bend data collection to his will. Learn the fine art of page and event tagging and the quirks of tag management systems. Setting variables, enabling triggers, cross domain tracking - so much can go wrong. Matthew helps pave the way allowing you to take advantage of his experience.

    Session description
    Speaker
    Matthew LindleyBT Group
    Lead Tagging Engineer
    BT
    Room: Creative 1
    PAW Business
    • True innovation starts with asking Big Questions
    • New perspectives on the Big Data and Data Science challenges we face today
    • How learning from the past can help you solve the problems of the future

    The “Big Data” and “Data Science” rhetoric of recent years seems to focus mostly on collecting, storing and analysing existing data. Data which many seem to think they have “too much of” already. However, the greatest discoveries in both science and business rarely come from analysing things that are already there. True innovation starts with asking Big Questions. Only then does it become apparent which data is needed to find the answers we seek. In this session, we relive the true story of an epic voyage in search of data. A quest for knowledge that will take us around the globe and into the solar system. Along the way, we attempt to transmute lead into gold, use machine learning to optimise email marketing campaigns, experiment with sauerkraut, investigate a novel “Data Scientific” method for sentiment analysis, and discover a new continent. This ancient adventure brings new perspectives on the Big Data and Data Science challenges we face today. Come and see how learning from the past can help you solve the problems of the future.

    Session description
    Speaker
    Lukas VermeerBooking.com
    Data Scientist
    Booking.com
    Room: Creative 2
    Email Innovations Summit

    The EU General Data Protection Regulation (GDPR) is the most important change in data privacy regulation in 20 years – are you prepared? More importantly – do you have a strategy in place not just to comply with the GDPR but to super-charge your email list growth and performance under the GDPR?

    Approached correctly, the GDPR provides an opportunity for you to improve the effectiveness of your email marketing program -- and leave your competitors who are only grudgingly complying with the regulation in the dust.

    Join Jeanne for this fast-paced session where we’ll discuss the details of the new regulation as well as how to leverage it to increase the bottom-line performance of your email list.

    You’ll leave understanding:

    • The Scope of GDPR Governance – and the best ways to bring your existing email list into compliance GDPR Affirmative Consent Requirements – as well as tips for crafting an engaging call-to-action to optimize your email list growth
    • The GDPR Right of Access – and how to leverage it to collect more data on your email subscribers
    • GDPR Implications for Profiling –including how to comply when you don’t have affirmative consent as well as how to entice your email subscribers to provide it
    • The Impact of GDPR on Segmentation and Targeting – and how to re-think your approach to comply

    Jeanne will use interactive exercises, case studies and real-world examples to help you retain what you learn so you can put it to use for your own organization. We hope you are able to join us!

    Session description
    Speaker
    Jeanne JenningscohereOne
    Partner
    CohereOne
    4:40 pm
    Session Change for Digital Growth Unleashed and Combo Pass Holders
    Session Change for eMetrics Summit 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:
    • Business of all sizes struggle with the implementation and scaling of experimentation
    • How to augment experimentation within a business
    • Driving a data-focussed culture to deliver a competitive edge

    The value of experimentation is well known, and yet the implementation and scaling of experimentation from niche to pervasive is frequently a stumbling block and an area that business of all sizes struggle in. Colin McFarland, Head of Experimentation at Skyscanner, led the global travel search business from small-scale experimentation to a state where the practice is ingrained, with hundreds of experiments undertaken each month.

    This talk will give practical steering in how to augment experimentation within a business, looking at the case for causality, common pitfalls to avoid, the importance of building tooling and education, and driving the data-focussed culture that is so essential in delivering a competitive edge.

    Session description
    Speaker
    Colin McFarlandSkyscanner
    Director, Experimentation
    Skyscanner
    PersuadeServeAdvanced
    Room: Creative 3
    eMetrics Summit Keynote

    A checklist of simple techniques, tools and approaches to design a better customer experience, starting today!

    All these years of technological progress ought to have brought us some of the future we were told about last century. What happened to the bright technology future we were promised? How does it stack up to reality?

    Isn't the Internet a great example though? With over 20 years of e-commerce behind us, technology has improved hugely. We're now in a multi-device, multi-channel and multi-platform world - servicing billions of customers. We have the technology to track people in every tiny interaction with our products, through the entire lifecycle - on all these systems. So why does it still suck so badly? The mobile experience is slow The customer experience sucks. It doesn’t work. It’s too hard to use. Nobody measures this happening. The security of products is terrible. Stuff that looks great to us in our offices is actually costing us money or making customers hate us, without us knowing. The promise and the experience are still worlds apart. Craig will outline where we've gone wrong here - and will give you a checklist of simple techniques, tools and approaches - so you can design a better future for tomorrow, starting today!

    Session description
    Speaker
    Craig Sullivan
    CEO
    Optimal Visit
    Room: Creative 1
    PAW Business
    • GDPR regulations will bring some unsettling new requirements for data scientists
    • Five topics of interest
    • Illustrated with concrete examples built using open source software

    The wide-ranging GDPR regulations to be implemented by all EU countries on 25 May 2018 will bring some unsettling new requirements for data scientists that use data considered personal in the EU – not just for “consumer” data but also for business-to-business data. This presentation focuses on five specific topics of interest: notification, permission for use, the right to be forgotten, discrimination and “pseudo-discrimination”, as well as anonymization. It will be illustrated with concrete examples built using open source software, so you can try a few of the ideas yourself.

    Session description
    Speaker
    Phil WintersCIAgenda
    Author and Thought Leader
    CIAgenda
    Room: Creative 2
    Email Innovations Summit

    Startups lack a lot of the resources established companies have. Money, sufficient staff, email experience and a big customer database for instance. They do however have a secret ingredient: the absolute will to succeed, deeply embedded in their DNA. This comes with a big focus on results. Some might call it growth hacking. Others call it hard labour…

    What can marketers from established companies learn from this focus? And how will it help them get better results? Ruben will cover this and more in his session.

    Session description
    Moderator
    Jeanne JenningscohereOne
    Partner
    CohereOne
    Speaker
    Ruben Zantingh
    Online Marketing Strategist
    Marketing Enzym
    5:45 pm
    Networking Reception in the Exhibit Hall
    Sponsored by
    Pure360
    Networking Reception in the Exhibit Hall
    Sponsored by
    Pure360
    Networking Reception in the Exhibit Hall
    Sponsored by
    Pure360
    Networking Reception in the Exhibit Hall
    Sponsored by
    Pure360
    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

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

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

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

    Data Driven Business - London - Day 2 - Thursday, 12th October 2017

    8:30 am
    Registration
    Registration
    Registration
    Registration
    9:30 am
    Room: Premium 1+2
    Digital Growth Unleashed Featured Session
    • The Impact of new technology and big data turned 
    • The Meaning for marketers who are analysing data, gathering insights and making prediction
    • How do we distinguish between the results and data we can trust from that we should ignore

    At a time of such political uncertainty and such phenomenal access to information, how should we best make decisions for our future? How has the impact of things like new technology and big data turned the world upside down? What does that mean for marketers who are analysing data, gathering insights and making predictions? In the aftermath of Brexit and as we move forward to unknown times how do we distinguish between the results and data we can trust from that we should ignore? Joe will give you the answers to these questions form the data perspective.

    Session description
    Speaker
    Joe TwymanYouGov
    Head of Political and Social Research
    YouGov
    Growth TechAll Levels
    Room: Creative 3
    eMetrics Summit Featured Session:

    Moving from a report generator to a change agent without losing your job

    What frustrates an analytics ninja even more than inconsistent data? Watching the credit given to someone who is better at self-promotion. But that should really be expected, because by definition, the perfect ninja is invisible! Dave shares the critical skills needed to advance your own career quickly, and develop the abilities of your team members to do the same. Discover the secrets of how Dave’s analytics team transformed from being data-providers to catalytic change agents. Learn how to change your marketing-based corporate culture into an evidence-based, decision-making powerhouse. Most importantly, Dave provides evidence that we really can change from being the data nerds sitting in the corner, to being the coolest kids in the lunch room.

    Session description
    Speaker
    Dave RheeDigital Analytics Association
    General Manager, Social Network Moderator
    Digital Analytics Association
    Room: Creative 1
    PAW Business Featured Session:
    • What Artificial Intelligence and Machine Learning are, how they work, and their relevance to forecasting
    • Real case studies of AI and ML algorithms employed by leading manufacturers
    • The power of forecasting algorithms that learn, adapt to context and find hidden insights

    With more and more data becoming available, Artificial Intelligence (AI) and Machine Learning (ML) for Analytics are the latest hot topics pushed by the media, with companies like Facebook, Google and Uber promising breakthroughs in areas such as speech recognition and predictive maintenance. However, in the forecasting world, reality looks very different. An industry survey of 200+ companies shows that despite substantially growing data sources, most companies employ very basic statistical algorithms from the 1960s, and even market leaders have been slow to adopt intelligent algorithms to enhance planning decisions. This reveals a huge gap between scientific innovations and industry capabilities, with opportunities to gain unprecedented market intelligence being missed. In this session, we will highlight examples of how industry thought leaders have successfully implemented artificial Neural Networks and advanced Machine Learning algorithms for forecasting, including FMCG Manufacturer Beiersdorf, Beer Manufacturers Anheuser Bush InBev, and Container Shipping line Hapag-Lloyd. I will leave you with a vision not of the future, but of what’s happening now, and how it is revolutionizing your field.

    Session description
    Speaker
    Sven Crone, DrLancaster Research Centre for Forecasting
    Director
    Lancaster Research Centre for Forecasting
    Room: Creative 2
    Email Innovations Summit

    Dark patterns are one of the ways in which designers and/or copywriters, attempt to confuse the user by making a certain action (generally the users goal), as difficult as possible. This is almost always driven by the brand valuing short term business goals over the long term goals which can be gained by delivering a great customer experience and delivering what the user wants.

    Whilst many brands are intentionally performing this negative art, others are unknowingly using dark patterns, as they’re simply following what’s ‘trending’ and marketing/UI tactics that are accepted by users.
    Join us in this session and discover whether you’re unwittingly providing your customer's with this bad user experience, which will ultimately affect your long-term and potentially, even your short-term conversion goals.

    Session description
    Moderator
    Jeanne JenningscohereOne
    Partner
    CohereOne
    Speaker
    Kath PayHolistic Email Marketing
    CEO & Founder
    Holistic Email Marketing
    10:30 am
    Coffee Break
    Coffee Break
    Coffee Break
    Coffee Break
    10:55 am
    Room: Premium 1+2
    Digital Growth Unleashed Track 1:
    • Most businesses are a long way off developing a mature, strategic approach to conversion optimisation
    • The four pillars of conversion optimisation maturity and areas you need to focus on
    • Becoming customer led and developing a growth mindset, just like Amazon

    "Most if not all businesses are now “doing” conversion optimisation and are running A/B tests. There is a testing tool in place, there are lots of ideas for testing, and testing is well underway. However the harsh reality is, that most businesses are typically a long way off developing a mature, strategic approach to conversion optimisation. In this session Paul Rouke will outline the four pillars of conversion optimisation maturity, and the most important areas you need to focus on to mature your business - whilst simultaneously becoming customer led and developing a growth mindset, just like Amazon.

    Session description
    Speaker
    Paul RoukePRWD
    Founder and Director
    PRWD
    AttractPersuadeServeAll Levels
    Room: Premium 3
    Digital Growth Unleashed Track 2:
    • Judging how much or how little localisation is needed
    • Process for understanding customers providing relevant and highly converting content
    • Successful and less successful examples

    When expanding globally the greatest conversion challenge is how far to go to generate maximum return addressing questions such as: Localise web pages or use English? How to research and understand target customers Accommodating cultural norms into web pages? Risks of comparing analytics between countries? Accommodating payment methods? Taking account of device use by country? In this session Andy will consider the process to judge how much or how little localisation is needed and the process for understanding customers providing relevant and highly converting content. Successful and less successful examples will be presented and we will also map the world in terms of degree of localisation needed for successful conversion.

    Session description
    Speaker
    Andy Atkins-KrügerWebcertain
    CEO
    Webcertain
    AttractPersuadeAll Levels
    Room: Creative 3
    eMetrics Summit Track 1:
    • A seemingly great customer might actually be a loss making one
    • Understanding customer profitability
    • How to surface and understand the financial data that can make the difference

    Customer acquisition cost, customer spend and even customer lifetime value don't give you the true picture of customer profitability. A customer's cost to serve, ship, service and risk of fraud/dispute can tip the balance from a seemingly great customer and a loss making one. But this data is typically buried deep in accountacy land. Vicky will talk about why understanding customer profitability matters, and how to surface and understand the financial data that can make the difference to this analysis.

    Session description
    Speaker
    Vicky Brock
    Founder & CEO
    Clear Returns
    Room: Creative 1
    PAW Business
    Part 1
    • Using machine learning to predict when product decline starts to occur
    • Early warning system to proactively manage product life-cycle, generate additional margin and avoid costly write-offs
    • How to compare performance from a variety of state of the art techniques

    Consumer goods companies introduce on average 4 products each day and withdraw 3, trend increasing. The timing of product introduction and withdrawal is essential to maximise enterprise value. Shell lubricants has developed a unique approach using machine learning to predict when product decline starts to occur. This early warning system enables to proactively manage product life-cycle, generate additional margin and avoid costly write-offs. This approach has been developed and validated using historical data with 1000s of saleable products exhibiting a high degree of sensitivity and specificity. In this session Laks will show you how to compare performance from a variety of state of the art techniques.

    Session description
    Speaker
    Laks Raghupathi, PhDShell Oil Company
    Analytics Manager
    Shell India Markets Pvt Ltd.
    Predictive Analytics World for Business
    Part 2
    • Case Study Barclays
    • Pulling different data sources together
    • Creating an accurateforecasting/predictive model and intuitive simulator

    Barclays had ambitious growth targets for 2016 against a backdrop of declining marketing investment. To achieve more with less they needed to determine optimal media spend and mix, messaging, and targeting. In this case study the Modellers and Barclays will present how different data sources were pulled together and an accurate forecasting/predictive model and intuitive simulator that ensured informed and aligned marketing decision-making within the organisation built. This is now recognised as a key asset within Barclays, which continues to evolve through a test, learn, adapt cycle.

    Session description
    Speakers
    Carol AshbyBarclays
    Brand and Advertising Research Vice President
    Scott Watson
    Director or Analytics
    The Modellers
    Room: Specialist
    PAW Business Technical Deep Dive (Limited to max. 30 Participants - First Come First Serve)
    • Data arrives in a continuous fashion and the data stream continuously refreshes and changes
    • Fit regression models online, updating the parameters of the model as new data arrives, so that the model updates to reflect the data from the stream
    • Spark Streaming Regression Model to illustrate how to predict a better forecast than traditional batch prediction method

    In many applications, data arrive in a continuous fashion, in data streams of sensor data, transaction data, communication data, etc. The data stream continuously refreshes and changes. If time to insight is crucial, it is useful to fit regression models online, updating the parameters of the model as new data arrives, so that the model continually updates to reflect the data from the stream. In this session, I will walk through Spark Streaming Regression Model to illustrate how to predict a much better forecast than traditional batch prediction method.

    Session description
    Speaker
    Biraja GhoshalTata Consultancy Services
    Big Data Analytics Practice Lead UK&E
    Tata Consultancy Services
    Room: Creative 2
    Email Innovations Summit

    Imagine a world where you could speak into a computer. "Hey there, Mr Computer, I'd like an email made, selling milk, with a superhero theme." And the machine spits out an auto-generated image, optimised to your audience, of superman with a milk moustache. Alongside it is a snappy strapline, and attention-driving copy that sells a bunch of calcium deliciousness. Is this possible right now? Find out what the leading research in AI can do in 2017... and what it'll be doing in 2027. 

    Session description
    Moderator
    Jeanne JenningscohereOne
    Partner
    CohereOne
    Speaker
    Parry Malm
    CEO
    Phrasee
    11:40 am
    Session Change for Digital Growth Unleashed and Combo Pass Holders
    Session Change for eMetrics Summit 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:
    • How to use testing to improve your product strategy
    • Tracing the product lifecycle from conception to launch
    • Big red button test, minimum viable product and AB test

    Rohit and Ian from Secret Escapes will share how testing is being used in product development. They'll trace the product lifecycle from conception to launch, talking through the initial idea, the big red button test, minimum viable product and AB test. You'll come away knowing how testing can be used not just to improve your website – but how it can improve your product strategy too.

    Session description
    Speakers
    Rohit GuptaSecret Escapes
    Head of R&D
    Secret Escapes
    Ian RobinsonSecret Escapes
    Design Lead
    Secret Escapes
    Growth TechAll Levels
    Room: Creative 3
    eMetrics Summit

    Making dashboards better than ever

    Why are UX and UI important for analysts? If you want your dashboards to be understood and be a catalyst for decision making, they must be consumable by the target audience. Annabel spells out best practices in dashboard creation as well as a method to measure their successful usage. Analytics dashboard analysis! She doesn’t stop there because you can’t either. Learn how to refine your dashboards in a program of continuous improvement. 

    Session description
    Speaker
    Annabel St John-Lylereed.co.uk
    Product Analyst
    reed.co.uk
    Room: Specialist
    eMetrics Summit Break Out Session (Limited to max. 30 Participants - First Come First Serve)

    How do you stay relevant today and tomorrow when AI’s determine search results?

    While artificial intelligence has been discussed as the "next big thing" for years, search engine companies like Google, Bing, and Amazon have made it a reality. They are using AI systems to write the next generation of organic search ranking algorithms, and generate the best performing ad copy for paid search advertising. These systems have already taken great strides to make AI a part of our lives by moving beyond just providing results for search queries to actually answering questions. Jeff reviews the current state of AI in search engine marketing and where it is headed in the very near future.

    Session description
    Speaker
    Jeff Ferguson
    CEO
    Fang Digital Marketing
    Room: Creative 1
    PAW Business
    • Building a price prediction model for AutoScout24, making this model available and learning from user feedback
    • Gaining transparency in current and future market values
    • Helping each seller to find his individually optimized selling price

    Scout24 is a leading operator of digital marketplaces specializing in the real estate and automotive sectors in Germany and other selected European countries. Scout24 aims to transform data into Market Insights to empower their users making informed decisions. This session is a journey about building a price prediction model for AutoScout24, making this model available and learning from user feedback. After gaining transparency in current and future market values, the next steps are about helping each seller to find his individually optimized selling price dependent on the sellers’ personal preferences regarding speed of sale and revenue.

    Session description
    Speakers
    Alexander DiergartenScout24
    Data Scientist
    Scout24
    Sean GustafsonScout24
    Product Manager
    Scout24
    Room: Creative 2
    Email Innovations Summit

    It’s 2017 and brands are aiming to be highly personal with their consumers. Often times simple translations are thought to be the best way to do that in an international context. In reality understanding the consumers and serving them according to their culture is more than just saying the words simply in another language.

    In this practical presentation Beata breaks down the definitions of International Email Marketing and looks at options to get closer to be as relevant to the consumers as possible. This will enable strategies bringing longer term engagement and better results while balancing the level of effort.

    Session description
    Moderator
    Jeanne JenningscohereOne
    Partner
    CohereOne
    Speaker
    Beata Linz
    Senior Digital, Email & Brand Marketing Expert
    Beata Linz Consultancy
    12:30 pm
    Lunch Break
    Lunch Break
    Lunch Break
    Lunch Break
    1:40 pm
    Room: Premium 1+2
    Digital Growth Unleashed Track 1:
    • Analyse macro and micro level data
    • How to gain a real understanding who your visitors are
    • Learn about the different types of visitors and how they interact with your site and apps

    Web analytics provide us with a wealth of data, but they don't easily reveal who the visitors really are, how they really behave and what they think about our products and services. In this session, Charles will focus on how you can collect and analyse both macro and micro level data about your visitors using relevant practical examples and case studies. This will allow you to build up a far greater understanding of the different types of visitors and how they interact with your site and apps.

    Session description
    Speaker
    Charles MeadenDigital Nation
    Founder
    Digital Nation
    PersuadeServeAll Levels
    Room: Premium 3
    Digital Growth Unleashed Track 2:
    Part 1
    • Leverage the testing of your emails to improve the performance of your other marketing acquisition and conversion channels
    • Learn how to build hypothesis into your emails, drive the actions that provide the answers you're looking for and much more
    • See how to test for long-term results as well as short-term results

    You create and send regular emails to your database as part of your marketing channel mix. You no doubt run tests on what works best to improve your email marketing. But do you use your emails to test hypotheses that could inform and improve your other channels - such as PPC ads, website copy and page design, banner ads - to improve engagement and conversion rates? This is what we call Holistic Testing. Aimed at marketing professionals looking to push the power of their email marketing, this session reveals how to leverage the testing ability of your emails to improve the performance of your other marketing acquisition and conversion channels. Your email database contains the valuable opinion of prospects and customers already engaged in your brand. This session will be packed full of practical tips and advice on how to use your email channel as a testing ground to derive useful insights. In this session you will learn how to build a hypothesis into your emails, to drive the actions that provide the answers you're looking for,  use a push channel such as email to inform and improve pull channel performance and test for long-term results as well as short-term results.

    Session description
    Speaker
    Kath PayHolistic Email Marketing
    CEO & Founder
    Holistic Email Marketing
    AttractAll Levels
    Digital Growth Unleashed
    Track 2:
    Part 2
    • How to get more conversions out of your existing CRM tools & processes
    • Small changes in targeting that can lead to big improvements in performance
    • Plus, top email marketing tips & examples that boost OR, CTR & CVR


      More than ever, marketers are looking for new technology to drive growth – be it automation tools or a multi-channel, single view of the customer. But all too often, the resources & experience required to achieve this represents a barrier to enablement. That means marketers need to remain savvy and leverage their existing email marketing programme to break down those barriers and validate investment for the future. In this session, Robert Simons will share how Treatwell has developed their existing email marketing programme, where some small but creative changes have led to massive improvements in their growth.

      Session description
      Speaker
      Robert SimonsTreatwell
      Group Head of CRM
      Treatwell
      AttractAll Levels
      Room: Creative 3
      eMetrics Summit Roundtable Discussion:

      Understanding and alleviating inequality in digital analytics.

      Diversity improves process, progress and results. All eMetrics attendees are welcome to the Women in Analytics roundtable based on work started by the Digital Analytics Association. The purpose is to understand issues facing women in analytics, discuss ways to support gender equality and create ways to work to improve the situation.

      Session description
      Moderators
      Peter O`NeillLeapThree
      Director
      LeapThree
      Jim SterneMarketing Evolution Experience
      Founder
      Marketing Evolution Experience
      Speakers
      Vicky Brock
      Founder & CEO
      Clear Returns
      Lucy ButlerArgos
      Digital Intelligence Controller
      Argos
      Anna LewisPolka Dot Data
      Owner
      Polka Dot Data
      Room: Creative 1
      PAW Business
      Part 1
      • Time-sensitive machine learning model to mine customers’ demographic and behavior features and predict time of likely conversion
      • Deep learning and survival analysis for extending traditional linear survival analysis to non-linear data
      • Applying DeepSurvival allows to outperform any of the traditional targeted advertising algorithms

      Targeted advertising is a form of advertising that focuses on certain attributes of the customers. The advertisement should influence the best consumer for their company’s product at the right time. In this talk, we demonstrate a time-sensitive machine learning model to mine customers’ demographic and behavior features and predict when the customer is likely to convert. We adopted deep learning and survival analysis (a Deep Cox Proportional Hazards Network) for extending traditional linear survival analysis to non-linear data. Our results demonstrated significant effectives on time-sensitive marketing campaigns. Applying DeepSurvival allows us to outperform any of the traditional targeted advertising algorithms.

      Session description
      Speaker
      Grace YangMicrosoft
      Data Scientist
      Microsoft
      Predictive Analytics World for Business
      Part 2
      • How to design a predictive model to carry out a segmentation process with the massive data coming from Twitter
      • Behavior, cluster analysis, feature engineering and ensemble methods
      • Python a R languages to build the model

      Customer segmentation is one of the most important aspects on marketing field. It is a factor when launching any kind of campaign. Either for commercial purposes as well as political targeting. In this session, Miguel Barros will explain how to design a predictive model to carry out a segmentation process with the massive data coming from Twitter. Topics that are going to be considered will be user behavior, cluster analysis, feature engineering and ensemble methods as well.  Python a R languages were used to build our models, making use of the advantages of each one.

      Session description
      Speaker
      Miguel Angel BarrosTurner
      Data Scientist
      Turner
      Room: Specialist
      PAW Business Deep Dive (Limited to max. 30 Participants - First Come First Serve)
      • What are the latest software and technical developments in credit scoring of retail borrowers.
      • How can new sources of data (social network analysis and text mining) add value to the credit scoring process.
      • How can we overcome regulatory challenges to leverage new developments in machine learning.

      In this tutorial, we will showcase the best practices in modern credit scoring. The first part will show how off-the-shelve software can quickly streamline the process of creating in-house scores, while giving an introduction to what credit scoring is and which problems it can help to solve. The second part of the tutorial will show modern techniques to approach the problem, and the added value they bring. We will focus in two: social network analysis and text analytics. This will be done by implementing techniques such as an adaptation of PageRank to credit scoring and deep learning for text analytics using a combination of Python and R.

      Session description
      Speaker
      Cristián BravoSouthampton University
      Lecturer in Business Analytics
      Southampton Business School
      Room: Creative 2
      Email Innovations Summit

      In this talk we'll take a look at how we can use email (and other CRM channels) to introduce a brand, build a relationship with the customer, gather data and nurture the sales relationship within the traditionally offline travel industry in the lead up to a customer travelling, whilst they are on site and after their experience.

      Session description
      Moderator
      Jeanne JenningscohereOne
      Partner
      CohereOne
      Speaker
      Phil SingerManchester Airport Group
      CRM Manager
      Manchester Airport Group
      2:40 pm
      Session Change for Digital Growth Unleashed and Combo Pass Holders
      Session Change for eMetrics Summit 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 Featured Session:
      • What does integrated marketing mean to CRO ninjas working in both search and social space
      • 5 tactics to take action towards CRO lift 
      • FB PowerEditor import, illustrating the tactics via importable example Facebook Ads retargeting campaigns

      Integrated Marketing” is all the buzzword bingo these days. But, what exactly does integrated marketing mean to CRO ninjas working in both search and social space. Join speaker Marty Weintraub for a no holds barred shredding session offering immediatly actionable tactics to: Curate segmented search and social audience data root lists from landing page touches; Apply search and social “Filters’ to retargeting/remarketing “Passes” to form true, layered conversion personas; Field creative segmentation to cement the conversion lift; Reverse engineer “Converted” audiences with VISIBLE Facebook lookalike modeling a technique you won’t see anywhere else; Expand root audiences with the most effective lookalike modeling possible for greater scale. This session will focus entirely on empowering marketers who use both Google and Facebook, to take action towards CRO lift with one or more of these five tactics. Marty will also share a conference-only leave behind FB PowerEditor import, illustrating the tactics via importable example Facebook Ads retargeting campaigns.

      Session description
      Speaker
      Marty WeintraubaimClear Online Marketing Agency
      Co-Owner & Founder
      aimClear Online Marketing Agency
      AttractPersuadeAdvanced
      Room: Premium 1+2
      Digital Growth Unleashed Track 2:
      • Observations across the large scale experimentation efforts
      • Counter intuitive ways to arrive at the wrong conclusion
      • The importance of designing metrics for causality

      Experimentation is all about causality, but getting causality right is easy to get wrong! In this talk, from observations across the large scale experimentation efforts at Skyscanner, Tom Oliver will highlight some counter intuitive ways to arrive at the wrong conclusion

      Session description
      Speaker
      Tom OliverSkyscanner
      Senior Data Science Manager
      Skyscanner
      PersuadeAll Levels
      Room: Creative 3
      eMetrics Summit

      The reality of LTV – practical advice and strategies

      We are in the age of the customer and marketers want a deeper understanding of their customers and interactions to leverage loyalty and wallet share. Data analytics professionals need to ensure they have the proper technology and processes in place to effectively manage the necessary data, assumptions, and algorithms. In this session Anne will cover the practical side of building and implementing lifetime value, where to focus for biggest gains and how to work with stakeholders to get there, creating customer loyalty in an increasing fragmented digital landscape and smarter segmentation to leverage loyalty.  

      Session description
      Speaker
      Anne SargeantLynchpin
      Head of Analytics
      Lynchpin Analytics
      Room: Specialist
      eMetrics Summit Break Out Session (Limited to max. 30 Participants - First Come First Serve)

      Presenting analytics recommendations is as important as having insights

      How do you apply the psychology of persuasive design from websites and marketing into analytics presentations? Suniel looks at how the use of social proofing, CTAs, colour, focus, white-space, urgency, etc., can all be used to drive better analytics by improving the conversion of analytics recommendations into business decisions and actions

      Session description
      Speaker
      Suniel CurtisNBrown
      Head of Web Analytics and Insight
      Room: Creative 1
      PAW Business
      • Real image recognition at Badoo (expression detection)
      • Recurrent Neural Network to predict the facial expression out of a photo
      • How to create a multi layer network

      Pictures are a crucial factor for the online dating business and Badoo has 4 million photos uploaded every day. Leonardo will present Deep Leaning concepts and will examine a real image recognition project in Badoo (expression detection). Facial expression recognition is used for user segmentation and analysis. A Recurrent Neural Network was created to predict the facial expression out of a photo. This is part of a pipeline that recognise the faces, crops them and pass them into the algorithm. Then the algorithm will answer with a probability for each facial expression. In this session, Leonardo will present how to create a multi layer network and then we will go through more sophisticated topics showing the iterations to arrive with the final deliverable.

      Session description
      Speaker
      Leonardo De MarchiBadoo
      Lead Data Scientist
      Badoo
      Room: Creative 2
      Email Innovations Summit

      Embracing a Progressive Enhancement approach will help you to create modern emails and better experiences for your subscribers.

      Session description
      Moderator
      Jeanne JenningscohereOne
      Partner
      CohereOne
      Speaker
      Kristian RobinsonCACI
      Email Developer / Designer
      CACI
      3:30 pm
      Coffee Break
      Coffee Break
      Coffee Break
      Coffee Break
      3:55 pm
      Room: Premium 1+2
      Digital Growth Unleashed Keynote:
      • Dont' drown in numbers that don't help move the needle
      • See what a great analytics strategy looks like in 2017
      • Actionable tips, techniques and advice

      So many tools out there, so much data now available - all making it easier to drown in numbers that don't help move the needle. So what does a great analytics strategy look like in 2017? In this talk, Andy shares actionable tips, techniques and advice from working on marketing and growth with 40+ companies across 500 Startups' portfolio.

      Session description
      Speaker
      Andy Young
      Consultant
      PersuadeServeGrowth Tech
      Room: Creative 3
      eMetrics Summit

      The need to collect ever richer data and why off-the-shelf tools weren't right for us

      The Financial Times hungered for richer data than off-the-shelf tools could provide. So, they took the leap of building their own data collection pipeline. Mark shares the strategy, planning and development challenges of rolling your own. Then, he lays out the impact this new analytics approach has had on the business and culture at the FT.

      Session description
      Speaker
      Mark StephensFinancial Times
      Head of Data Technology
      Financial Times
      Room: Creative 1
      PAW Business
      • How do we get started to move towards predictive analytics
      • How to enable prediction in businesses with multiple, complex dependencies
      • Lessons from healthcare that can be applied across other businesses

      In an emerging market like India, the Government does not fund healthcare. Patients bear the cost which is often quite high. Apollo Hospitals, India envisions a system to predict the cost to the patient, but without affecting quality and accessibility. By employing data mining, sampling and simple statistical tools,  a predictive model was created. First a surgery package price where volumes were unaffected but value-based variances were lower was standardised. Next, the focus was on tackling the dependencies for 100 surgical procedures among a large group of patients. Which questions must be asked to predict a patient’s cost? What factors could be controlled to reduce the probability of an incorrect prediction? The same logic can be applied to any business that wishes to adopt PA: study of data to confirm patterns, identify dependencies after removal of outliers, and improve probability of prediction. 

      Session description
      Speaker
      Smriti Chandrasekar
      Founder and CEO
      Quadraflake Consulting
      Room: Specialist
      PAW Business Technical Deep Dive (Limited to max. 30 Participants - First Come First Serve)
      • Creating user lists based on purchase probability
      • How machine learning can increase the overall e-commerce earnings and the revenue per customer 
      • Open source tools and query samples in a step-by-step guide to implement your own predictive customer journey

      Together with our client 220-volt.ru, one of the largest Russian DIY online-stores, we tried to understand customer behaviour and to find an algorithm to re-distribute marketing budget according to the input of each channel. To do this, we took historical user data and calculated the probability of purchase. In this deep dive / case-study we will show how we used machine learning to increase the overall e-commerce spendings up to 20%. The revenue per customer also increased significantly: twice in comparison to control group. At the beginning, we have tested different machine learning models: logistic regression, random forest, XGBoost. We checked it out then with AUC ROC metric and used holdout and cross-validation. To make sure our predictions are working we applied finally an A/B test. In our workshop-like session we will provide all tools and query samples in a step-by-step guide, so that everyone can try to play with their own raw data using free and open source tools: Yandex.Metrica Logs API, ClickHouse open-source DBMS, Python, Pandas, XGBoost. This session enables you to implement your own predictive customer journey.

      Session description
      Speaker
      Viktor TarnavskyYandex
      Head of Yandex.Metrica
      Yandex N.V.
      Room: Creative 2
      Email Innovations Summit

      In this session, Russell shares processes, strategies and techniques from his nine years in Email Marketing to look at what it takes to deliver a scalable email marketing operation.Russell looks at how to benchmark your email activities, which partnerships, skillsets and assets are required and the responsibilities needed to produce a best in class email marketing operation.Join Russell in this engaging and enthusiastic presentation as he discusses solutions to some of the challenges he’s faced in evolving from a fundamental to advanced level with actionable takeaways that you can implement to drive your email activities forward. 

      Session description
      Moderator
      Jeanne JenningscohereOne
      Partner
      CohereOne
      Speaker
      Russell DawsonFidelity International
      Senior Email Marketing Manager
      Fidelity International
      4:40 pm
      Session Change for Digital Growth Unleashed and Combo Pass Holders
      Session Change for eMetrics Summit 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 Feedback Session:
      • Actionable tips from experts
      • Get your hypothesis checked
      • Registered attendees can send in their suggestions

      So - you've invested time, bought the tools and run your AB tests - and it isn't working. Why? Get practical and useful advice from the experts, who've made all the mistakes in the book and can give you useful feedback or tips.. Our panel have run tests with hundreds of millions of visitors - so are happy to look at your testing (or how you're doing it) - to help critique, tweak or overhaul your testing hypotheses. Submit your test for review (email hidden; JavaScript is required - registered attendees only) or watch while your colleagues take the heat - there’s no better way to hear best practice in testing methodology from the leading experts in the field. Don't miss this entertaining and practical session.

      Session description
      Speakers
      Stuart McMillanSchuh Limited
      Deputy Head of Ecommerce
      Schuh Limited
      Stephen Pavlovichconversion.com
      CEO
      Conversion.com
      Paul RoukePRWD
      Founder and Director
      PRWD
      Craig Sullivan
      CEO
      Optimal Visit
      PersuadeAll Levels
      Room: Creative 3
      eMetrics Summit Closing Keynote:

      Conversion Rate Optimization - a Masterclass in 45 Minutes

      Let's assume your CRO testing tactics are good and you at least use basic stats calculations to determine whether your test hypothesis has been satisfied to a reasonable level of confidence.  What now? What's the long term prognosis for the test treatment? You implement the winner...and what happens next? What might have happened if you hadn't run the test? Will the test winner really deliver the expected ROI?  We can answer these questions using a set of techniques.  Doug will describe ways to employ available and accessible open source data science tools. You can use these techniques today and deliver even more value from your CRO efforts.

      Session description
      Speaker
      Doug HallConversion Works
      Director of Analytics and Conversions
      Conversion Works
      Room: Creative 1
      PAW Business Closing Note and Feedback
      The Session Description will be available shortly.
      Session description
      Speaker
      Sven Crone, DrLancaster Research Centre for Forecasting
      Director
      Lancaster Research Centre for Forecasting
      Room: Creative 2
      Email Innovations Summit Panel discussion:

      It’s a buzz phrase that we inevitably hear all the time - but what does it really mean and how do we, as brands with objectives to achieve, become customer-centric? Of course, we won’t just be addressing the “what" and “how" but also the very important question of 'why be customer-centric?"

      Kath is joined by experienced marketers from Arsenal Football Club, Secret Escapes and Microsoft - so you can expect some fabulous insights to come your way. 

      Session description
      Moderator
      Kath PayHolistic Email Marketing
      CEO & Founder
      Holistic Email Marketing
      Speakers
      Dan HamiltonMicrosoft
      Senior Marketing Manager
      Adrian MandipeArsenal
      CRM, Campaign & Data Analyst
      Ollie MilesSecret Escapes
      Global Head of CRM
      5:30 pm
      End of Digital Growth Unleashed London 2017
      End of Conference
      End of Conference
       
      5:45 pm
       
       
       
      End of Conference
      CloseSelected Tags:
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