Digital Experience & eCommerce Strategy

• The key strategies that marketers need to implement in 2021
• The change we face in the next 6-months in consumer trends and how this will impact campaigns
• Exploring the importance of Omni-Channel strategy
• The Cookie-less World how to be ready for the change

Attribution often gets a bad rap because marketers have been burned by it in the past. But what’s really letting marketers down is an over-reliance on outdated ‘data-driven attribution models (or simple rules-based models like Last Click and Multitouch) – and broken analytics data.

Join QueryClick CEO & Founder, Chris Liversidge, as he discusses why it’s time to rethink attribution. This 20-minute presentation will cover:

• How the removal of third-party cookies will impact marketers
• Why first-party data is the key to successful attribution
• How to unbundle siloed data within Google and Facebook to boost ROI

• What is Performance Marketing and why does it matter?
• The role of data (including KPIs) in performance marketing
• Changing B2C-landscape due to Privacy-first
• Impact of Privacy Policies on the marketers
• Adapting mindsets and managing expectations in collaboration with internal stakeholders (e.g. Management, Legal, IT etc.)

In a world where consumers expect privacy, marketers are tasked with building trust while delivering a personalized experience. As they face the removal of third-party cookies, this challenge grows.

If data from third-party cookies can be replaced with first-party data sources—data directly from customers—then marketers can provide personalized experiences, so customers feel more deeply connected and loyal to a brand.

The move from third-party cookies to first-party data presents marketers the opportunities to:

1 – Build more transparent relationships about data usage with your customers
2 – Produce better, more personalized content and advertising for your audiences F

• Transforming decision making through real-time brand health monitoring
• Getting ahead of the story is the strategy
• Developing a qualitative content strategy from real-time data, (partnership with Meltwater & Tickr)
• Taking action from data and influencing an always-on audience

This session will deep dive into using data and insights in 3 core segments to help enhance your marketing campaigns:

• • The situation analysis
  • Opportunity identification
  • Localize the opportunity

After a decade of heavy investment, many brands are finding that AI solutions for marketing suffer from all the weaknesses of its predecessors: short-term gains that don’t turn into long-term growth. Over-targeting of some customers. Under-targeting of others.

Your customers aren’t robots. But most artificial intelligence tools treat them like they are. They assume that people always follow the same patterns of behaviour: if I bought something this time last year, I’m definitely going to buy it again this year.

In this talk, Josh Muncke, Director of Consumer at Faculty (an AI specialist technology company) will show how the latest artificial intelligence techniques can help marketers better understand how their customers might behave. He’ll discuss and illustrate with examples:

• Why using AI incorrectly can cause problematic biases, create feedback loops and destroy value for brands
• How most AI relies on spotting correlations, instead of understanding the causes of consumer behaviour
• How new approaches in AI can deliver enormous benefits vs. the traditional methods
• Common challenges that arise when adopting AI solutions and how to successfully integrate AI techniques into your organisation

• Setting the right expectation with the stakeholders
• Create the right mindset
• Focus on the right priorities
• Discoveries and myths of page speed improvements

Personalisation and privacy are often presented as two concepts at odds with one another when it comes to digital advertising, but that shouldn’t be the case. With the right solutions and partners, people can see content that is more relevant and meaningful to them, and brands can reach the consumers who are more likely to take the actions they care about – all without compromising privacy.

Join Heidi Bullock, CMO of Tealium, and Christine Warner, VP Global Partnership Management and Business Development at Facebook, who will explore the next phase of this movement in marketing – one that looks to preserve valuable personalized experiences and people’s privacy. This session will cover:

• How the industry is involving to meet people’s expectations around privacy
• What businesses like Tealium are doing to provide customers with the relevant experiences they love while supporting efforts to give users appropriate data transparency and control

2020 was a pivotal year for mankind. Behaviours changed, attitudes changed, and while stuck at home, people flocked online. Online advertising is heading into rough legislative waters with e-privacy, DSA, and DMA looming on the horizon. Ad-blocking remains high amongst consumers. To navigate this, could we look more towards educating end-users, particularly those who are young enough now to shape the landscape later?

In this session you will learn:

• What are some of the regulatory developments in the near future that could impact current business models
• What are some of the current perceptions among users when it comes to online advertising
• Why the younger generation could be key to shaping future perceptions and changing the narrative
• What are some of the tools that users have at their disposal to tailor their online experiences
• How education initiatives can raise awareness about legitimate practices in the ecosystem and provide users with more control

• What are the CWV and how will they change organic search?
• How can digital marketers benchmark their sites’ page experience performance?
• Which steps can be taken to prepare for the Google ranking algorithm update in June?