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This half day Seminar in conjunction with Webtrends will explain how digital marketers can analyse and optimise customer interaction across digital channels.
2.00
Registration & Coffee
2.30
Welcome & Introduction
Neil Argent, Publishing Director, Figaro Digital
2.40
Growth in Uncertain Times
Nick Pandya, Business Development Manager, IMRG
The IMRG is a membership community for the e-retail industry, whose vision is to maximise the commercial potential of online shopping. Nick Pandya will be discussing recent trends in the rapidly-changing e-commerce market, highlighting some success stories and explaining the challenges for online commerce in these uncertain times.
3.00
Driving Business Success with Digital Marketing Optimisation
Michael Baker, Director of Client Services, Webtrends
Effective measurement of digital marketing investments has become more than a best practice. It has become a source of competitive advantage. But effective digital marketing measurement is not a plug-and-play task, even with the most sophisticated or automated tools. Significant planning and organisational coordination is necessary to manage the sheer volume of data produced by digital campaigns and, then, put this data to work throughout an organisation.
Learn more about Digital Marketing Optimisation and DM3 - a framework for managing your digital marketing and web analytics programmes.
3:30
Web Analytics: From Backroom to Boardroom
Adrian Lloyd, Solutions Engineer, Webtrends
Understanding the online behaviour of consumers is becoming more important to businesses as more and more interaction and engagement happen online. The result of this trend is a growing interest in web analytic data and how to use it to shape the offering of a business. In this presentation Adrian Lloyd will show how web analytics data can be transformed from useful online channel reporting into dashboards, reports and tools that can be used to make a difference to the whole business. It’s web analytics – but not as you know it!
4.00 Break & Networking
4.20
Visit London: The Digital Revolution
Chris Moon, Digital Business Analyst, Visit London
This presentation from Chris Moon will examine how Visit London is revolutionising its online presence. Chris will showcase some of the organisation’s digital marketing innovations and explain what he and his team are achieving today and what goals they have for the future.
4.50
Analysing & Optimising Customer Interaction - “The challenge of driving growth”
Adrian Nash, Head of Insight & Analytics, Logan Tod
The focus of the presentation is the changing ecommerce environment and focusing on what’s important to the business from an analytics perspective (i.e. profit/margin versus chasing conversion rates) and identifying and aligning your analytics framework around your business’s real KPI’s. It also touches on the importance of having the right people and processes in place to ‘do optimisation’ and that simply having the ‘right’ KPI’s or dashboards (or even technology) alone simply isn’t enough (to deliver on the promise of optimisation).
5.20
The Quest for the Ultimate Digital Experience
Michael Schirrmacher, Optimisation Consultant, Webtrends
For too long, deciphering conversion paths and targeting customer segments has been time consuming and overly complicated – a task that few marketers could tackle alone or afford to handoff to services-heavy vendors. Marc Thomas will explain how you can identify and publish the top converting web content and perform segment-driven targeting of customers with minimal assistance.
6.00
Drinks, Canapés, and Networking
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