Using advanced data analytics to identify market opportunities (Keynote)
Gemma Needham, Product & Optimisation Manager & Reema Vadoliya, Data Scientist at icelolly.com

In this session, Gemma and Reema will highlight icelolly’s journey from a basic analytics setup to implementing a dynamic and customisable system and how this advanced data analytics infrastructure has enabled icelolly to use rich data to best identify opportunities for their customers. The session will explore:

• Implementation of tagging using Google Tag Manager – implemented to understand user behaviour on site
• Manual data mining from Google Analytics (GA) and Infinity – aiming to invoice transactions
• High level analysis of KPIs and trends using GA – further understanding of user behaviour
• Use of BigQuery – data cleansing and in-depth trend analysis (VWO testing and accurate view of user behaviour)
• Future of data insights at icelolly.com – use of machine learning and AI for predictive insight

Attribution: How to measure your marketing channels correctly 
Jimmy McCann, Head of Digital Strategy & Ian Harris, CEO at Search Laboratory

Last click attribution is dead and there is much talk about different models that companies have employed to measure and optimise.  But what is the best approach? How do you implement it? And what benefits will you see?

In this session, we will explain the world of attribution modelling in simple terms, show you how to move to an optimal model, discuss the solutions on offer today and what is coming, and how this will ultimately make you more money.

You will hear what other companies are doing in this area and get chance to ask all the attribution questions you have been afraid to ask.

Key Takeaways:

• How attribution works
• Why it will transform your marketing decisions
• The tools available and their benefits

Getting the data basics right, and fast 
Ed Thewlis, Director at The Data Shed

Key Takeaways:

• What is the key data you need to form a solid foundation for your marketing & growth strategy
• Your data will never be perfect, but how do you know which data is ‘good enough’?
• Machine Learning and AI in marketing – should you bother?

Revolutionising Search Marketing with Artificial Intelligence 
Ashley Fletcher, VP of Marketing at Adthena

Key Takeaways:

• Leverage AI Categorisation to empower your search campaigns and visualise important market segments at scale and at speed.
• Use the Whole Market View to perform gap analysis and enrich your keyword research, ad copy review and new market penetration.
• Stay on top of brand and partner bidding to lower your CPCs and maximise ROAS.

Segmentation: Bridging the gap between consumer attitude and behaviour 
Sam Gardner, Founding Partner at Boxclever

Consumer Insight and CRM invariably operate in silos and the lucrative gains from a single customer view remain largely untapped. The difficulty of mapping attitude to behaviour is a key barrier but if approached correctly it is possible to get the best of both worlds: A targetable segmentation that is rooted in consumer needs and attitude.

Key Takeaways:

• How customer insight can be used to build an optimised database segmentation
• How this can be levered to better inform 121 customer targeting and personalisation
• How this approach helped one of the UK’s leading pureplay retailers make some bold decisions and grow significantly

How to bring 360° customer view to life and be customer centric
Sandeep Mendiratta, MD & Shailesh Mallya, Tech Leader & Co-Founder at Acrotrend

Key Takeaways:

• How does a 360° customer view help in your customer centric journey?
• What are the key questions to ask to get a 360° customer view?
• How customer analytics and data science play a strategic role to be customer centric

Digital Marketing Measurement: Day Zero
Crawford Davidson, MD & Ian Welch, Director at Go Inspire

If you could re-start the digital world and re-design how you measure and manage digital marketing how would you design it – and why?

Go Inspire Insight’s Crawford Davidson and Ian Welch will begin to take delegates on this journey, sharing their expert insight whilst seeking to spark a thought-provoking discussion, answering the questions:

Key Takeaways:

• Why do we have the systems of measurement we currently utilise?
• What would the ideal measurement system look like and why?
• How would a change of approach impact business performance?
• What business decisions would we make differently?
• What can’t we measure now that we could with a change of approach?
• Are there dream metrics that are unattainable for Digital Marketers, regardless of measurement methodology?

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