Agenda

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Our high-level, thought-provoking conference track – we're mixing up one-to-one interviews with digital champions alongside senior c-level presentations that can ignite even the most seasoned of digital marketers.

Cultivate

Our strategy-led track from those heavily involved in day-to-day performance marketing activity will share detailed strategy on operating within the industry's many facets. Expect to leave with actionable insights from those with extensive on-the-ground involvement.

Create

Our technology and innovations conference track will scour the up-and-coming generation of startups, products and new technologies that are entering the space. Through product and brand-led case studies you'll see examples of these recent innovations in action.



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  • Affiliate
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  • Attribution
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  • Customer Journey
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  • Display
  • Email
  • International
  • Mobile
  • Multichannel
  • Programmatic
  • Search
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  • Social
  • Startup
  • Video

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  • Publishers
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Tackling Multi-Screen Measurement

Being able to effectively track a customer’s journey from log-in to check-out can bring many benefits to marketers. However, despite the opportunities of mobile, following the trail of consumers across multiple channels and screens can create plenty of headaches.

Facebook’s Nikhil Shah will explain how the world’s largest social network and its tracking tools are helping advertisers cut through the complexity to analyse customer engagement with social content on every device.

Nikhil will also give nods to our performance angle by explaining how advertisers can use Facebook to generate hard sales as well as likes, comments and shares.

Cultivate

Smart Uses of Data: How to Learn More About Your Audience and Target Individual Customers

Consumer insights have long been central to marketing strategy, but integrating audience data with the output of a typical plan is no mean feat. Collecting information is one thing, using it to develop a performance programme is quite another.

In this session Ed Lovelock and Owen Hancock will explore the innovative ways Argos and Commission Junction worked together over the last year, utilising data available to them from the British retailer’s site. The audience will learn of additional information on the lifetime value of affiliate-driven customers to the company, split testing cashback rates and targeting profitable behavioural segments.

Data best practices will also be covered and how, when properly utilised, they can create smarter and more efficient affiliate programmes.

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Targeted Marketing and the Multi-Channel Shopper

Quidco’s Head of Card-linked Partnerships, Simon Hilton will present case studies on Jack Wills and Moss to highlight the impact of targeted marketing and multi-channel shopping

By utilising behavioural, demographic and transactional user data on 4 million members, this presentation will show how you can target specific audience segments based on the retailers’ requirements. By extending this targeting mechanism to offline shoppers, online publishers are able to get one step closer to the single customer view while driving incremental sales and increased purchase frequency online and offline.

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  • Agencies
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Eyes on: iBeacons Facing Competition from CCTV

For those that are uncomfortable with the prospect of giving Apple and its iBeacon technology access to highstreet shoppers’ buying habits, there is an alternative.

Footfall Analytics uses pre-existing in-store CCTV to track consumer behaviour in response to product promotions - including movement between aisles, displays and shelves.

Retailers Londis and Spar will be used as part of several case studies in this presentation demonstrating what can be gained from a real-word tracking system.

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  • Publishers
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  • Advertisers
  • Networks
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A True Look at the Omnichannel Consumer

IAB RealView is a unique piece of research that combines a survey of 1,400 UK smartphone owners with 600 hours of footage showing how people really use their connected devices and data from a mobile app that allowed people to track purchases and product research.

The results give great insights and tangible recommendations for brands into how connected devices have impacted the purchase journey and how people swap between online and offline shopping when making purchasing decisions.

The research shows exactly which marketing messages have influenced people and how their behaviour changes when shopping for low value or high value items.

Cultivate

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Cultivate

  • Publishers
  • Agencies
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Stop Buying Likes - How to Engage with Online Influencers

Standing out from the crowd in today’s advertising climate is no easy feat. So how do you generate valuable and genuine recommendations for your brand while keeping out in front?

With experience in developing and executing engagement campaigns for brands such as Kelloggs, Vodafone, OnePiece and GAP, Tribal Media’s Mel Kirk will discuss the benefits of influencer engagement, as well as tapping into existing communities and building long-lasting, cost-effective relationships.

This session will demonstrate the value of online influencers in an industry where buying fans is rife, offering advice on avoiding common pitfalls in order deliver true value for money on campaigns.

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  • Publishers
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Native Advertising: The Secret Weapon of Content Marketing

Learn how to use and leverage paid social & native advertising platforms such as Taboola, Outbrain, Stumbleupon, Reddit, Twitter & Facebook to earn additional traffic, shares and coverage – beyond the paid click.

By having a scientific approach to your content promotion, such as A/B testing headlines, strong call to actions for shares & embeds, and designing your content right – it will significantly increase its performance.

Advanced tactics on driving engagement through native advertising, alongside best practice and regulation, will be shared.

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  • Publishers
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How Performance Marketing is Reinvigorating Publishing

As traditional publishers search for ways to offset ailing newsstand revenue, they are looking more thoroughly at online channels. Performance marketing has emerged as a real contender for publishing houses.

While the Daily Mail has been the most renowned title to start using performance marketing recently, Bosko will tell you about some of the other magazines that he and tracdelight have been working with, such as ELLE, Stylebook, INSTYLE, Glamour, Menshealth and COVER.

He will then be joined at the lectern by a representative from Axel Springer, who will share performance marketing experiences of their own.

Knowledge Zone

Meet the Tech

Connect with the Leading Technology companies in Performance Marketing and discuss the ways in which their tech can power the performance of your marketing.

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How to establish true ROI

Moderated by Patrick Wyatt

On paper, ROI could not be simpler, so why are brands struggling to develop a full and accurate picture of it from their marketing data?

A panel of experts from across the industry will come together to share perspectives on how to determine real return on investment. With knowledge in agencies, advertising and tech, the group will also explore issues inherent in the single customer view and how more and more advertisers are starting to derive ROI based on customer lifetime value, not just individual sales.

Cultivate

New Data Battlegrounds Shaping Performance

Performance Marketing’s success is built on sales volume but what other factors should we be considering when assessing the wider contribution to advertisers by the channel?

For too long many affiliate campaign decisions have been made with little, partial or no knowledge of the bigger picture: device switching, varying click paths by affiliate and sector and the impact of affiliates on customer quality. Many advertisers now challenge their networks to deliver both value and volume as well as unlocking previously untapped data sources that can inform future strategy.

Using Affiliate Window campaign data you’ll hear how different brands are making that transition. Highlighting key insights that will look to challenge perceptions and beliefs and showcasing how brands are building campaigns for the future, hear brand new network insights and concepts for 2015.

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  • Agencies
  • Advertisers
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Client Case Study: Investing All to Take it All with Genie Goals

One of Genie Goals’ major clients Amara Living will demonstrate how it was able to achieve outstanding results with the PPC specialist’s daring and rather controversial strategy; explaining why online retailers must invest up to 100% of their margins to achieve maximum ROI.

This particular client case study delves deep into Genie Goals’ methodology and CPA strategy, including the lowdown on its specific account structure, as well as disclosing a range of advanced targeting and segmentation best practices.

This is a blueprint example of an extremely successful methodology which Amara Living, has adopted alongside other Genie Goals clients such as Bags Etc, my-wardrobe and many more.

Create

Piloting Performance Sales in the Margin-tight Airline Industry

In a sector as competitive and margin tight as the airline industry, it is increasingly important to be able to effectively harness data to drive the strategies adopted with affiliate partners and large scale flight comparison sites.

In this case study British Airways and Performance Horizon will show how the collation and visualisation of data has helped to shape strategies and driven impressive results, changing the way that BA operates with these partners.

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Fireside Chat: Taking a Slice out of the Advertising World

With a broad perspective of online, multichannel and in-store marketing, alongside Net Media Planet’s expertise in front line marketing campaigns, our two session participants will delve deep into some of the advertising world’s most challenging scenarios in today’s market.

Featured topics will likely include reacting to competitors in a hyper-competitive sector and making a difference with a more realistic budget allocation. They’ll also discuss audience targeting across many online and offline mediums including radio, print and digital.

Join Sri Sharma and Andrew Gallagher who will examine some of the highlights from their innovative marketing campaigns over the past twelve months, dig into how top-level marketing is operated for a large franchise and will be taking questions from the floor throughout.

Cultivate

How You Should be Managing the Long Tail

All brand marketing managers and directors want coverage from content sites and set these as key objectives from affiliate programmes. However the reality is somewhat different when agencies implement campaigns with some admitted to neglecting them. Some affiliate networks have stated their business model is not conducive to effective management of long tail affiliates too.

This session will examine whether it is worth the time to recruit and innovate long-tail affiliates and whether this effort will ever provide a significant return on investment.

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  • Publishers
  • Agencies
  • Advertisers
  • Networks
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The Modern Truth About Attribution

There is no consensus among advertisers about the use of big data in attribution, but as marketers you should be well-versed on attribution techniques including the bath tub and binary models to help achieve your ad spend goals.

Pay attention to Todd as he takes you through a whistle-stop tour of attribution, discussing the issues attached to certain models, tracking and data capture challenges along with the pros and cons of build vs buy. The session will be capped off with a case study for a billion-dollar retailer.

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How Email is Revolutionising Performance Marketing

Email has long been accepted as one of the most powerful and cost effective digital channels available. However, the emergence of disruptive technologies and programmatic buying as well as the increased drive towards an omni-channel marketing strategy has massively enhanced the role that email plays in the marketing ecosystem.

Mark Ash discusses why email is the key to a data-driven marketing strategy that is revolutionising performance marketing.

Knowledge Zone

Speed Networking

Innovative, exciting and time-efficient, our incredibly popular speed networking feature allows participants to meet potential new clients and business partners for an intense two minute introduction before moving on to the next promising new contact.

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KEYNOTE - How to Consider the Human Side of Digital Loyalty

Businesses are becoming ever more reliant on customer relationships, but how can this be done when consumers are wired to only use a company for the purpose of the product they are purchasing and nothing else?

A man of many talents, Alex Hunter, ex-Global Head of Online Marketing for the Virgin Group, will be calling on his experience of branding initiatives to educate you on how technology has transformed brand loyalty. Alex wants you to leave the session with insight on how to change your organisation’s treatment of its customer base.

The session will also include tips on how to retain and acquire customers that can be turned from casual browsers into lifelong brand advocates.

Cultivate

Performance Marketing Technology: Expanding Advertiser Partnerships

Faced with an increasingly complex digital eco-system, many advertisers and agencies are moving towards specialist digital partnership management platforms. Advancements in technology have facilitated effective management of complex partner relationships - be it traditional affiliates or tracking, reporting and attributing through the full omni-channel landscape.

Nick Morris, Head of Technology at Tradedoubler, will look at how advertisers, agencies and publishers are using technology to develop their partner relationships. Omnicom Affiliates will present an agency perspective of using Tradedoubler’s partner management platform.

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  • Publishers
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Performance Marketing in a Connected World

Technology has changed people’s relationship with - and expectations for - marketing.

People today have access to an almost overwhelming amount of information and content with virtually no limits on when, where and how we interact with that content. Today’s consumers are empowered and in control. Within this environment, businesses can no longer market AT people, but instead must market FOR people.

To realize the full potential this opportunity creates, marketing must evolve from “disrupting” to “connecting” people’s experiences. As a performance marketing industry, businesses must put people at the centre of their activity, building campaigns & programs that connect and engage them to drive real business outcomes.

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Breaking the Boundaries of Display

The display industry has recently undergone a significant transformation, illustrated by the shift towards ‘ad viewability’. With demand for better measurement metrics, richer creative and increased transparency, the focus is now on overall customer ‘experience’, more than ever before.

During this presentation, Rakhee Jogia will look at how Rakuten Display (formerly MediaForge) have adapted their unique ‘Engagement’ model, to provide brands with an innovative way to reach new and existing customers. Rakhee will go on to demonstrate how this revolutionary new metric is pushing the boundaries in the display arena.

As a key partner of Rakuten Display, Monica Vinader’s Online Marketing Manager, Natalie Slark will co-present some of the advanced targeting and segmentation best practices from their global retargeting campaigns, as well as some ‘Customer Service Excellence’ do’s and don’ts for managing display clients.

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The Changing Role of the CMO

A title that has become more commonplace across the 'c-suite' in recent years, a chief marketing officer's role has been adapted to meet the agile nature of today's consumer digest.

From growth hacking to product development, channel distribution to market communication, this session will deep dive into the biggest factors of creating, and executing, a CMO role.

Hosted by Lisa Chaikin, Head of PR & Marketing at Affiliate Window.

Cultivate

Performance Marketing Technology: What is the Next Big Innovation?

Technology is spurring performance marketing to more growth and it is here where the channel’s real innovation originates. It is why industry stakeholders need to be quick on the uptake or risk falling by the wayside.

Mark will introduce four of the latest technologies to have disrupted performance marketing. Four representatives from the areas of geo fencing, card-linked marketing, iBeacons and in-app real-time split testing will talk through how you can use these innovations to lead the pack and squeeze more ROI from your campaigns.

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  • Agencies
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How to Kick-Start an Existing Affiliate Programme

Rewards in the affiliate channel are vast and growing, but companies will struggle to thrive in this particular area of marketing without putting in the necessary commitment.

Much like a classic car, maintenance and constant improvement are key to success in the rapidly changing world of affiliate, where stragglers will only find themselves wishing they’d kept apace with the rest of their pack.

Thankfully it is never too late to aim for better things. Anna’s presentation on revitalising an existing affiliate programme will detail how brands can overcome challenges in areas such as trust and profitability as they look to create a strategy for going forward.

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  • Publishers
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Challenges and Opportunities within India's Affiliate Marketing Landscape

For publishers and advertisers looking to tap into India’s lucrative affiliate marketing space, look no further than Siddharth Puri’s lowdown on the conditions within.

Siddharth will use his experience and knowledge in the Indian market to demonstrate the potential of the country’s consumer base along with their growing acceptance of online advertising.

Much attention will be paid to the cutting-edge technology that is helping brands differentiate themselves in such a competitive arena as well as the types of advertisers which have enjoyed early success.

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Fireside Chat: Becoming a True Online Publisher

Owned by well known online business UK Web Media, Recombu has grown to become a leading consumer title on mobile phones, broadband and cars.

Having succeeded as a major online publisher without ever having an offline title, the company's founder Jamie Harwood will discuss this unique proposition covering the challenges, pitfalls and opportunities of building an online consumer publication from scratch.

This in-depth, 1-2-1 chat will be hosted by industry veteran and investor Steven Brown. Questions from the floor will be welcomed throughout.