PerformanceIN Live, 24-25 October 2017

Measurable Marketing. Optimised.

Session Agenda

Day Two – 25 October

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  • Affiliate Marketing
  • AI / Machine Learning
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FOYER

Registration

KEYNOTE THEATRE
  • Publishers
  • Agencies
  • Advertisers
  • Networks
  • Tech Providers

Growth Marketing - Mindset, Tools, Tactics and Future Trends

According to Growth Tribe’s David Arnoux, successful growth marketing combines a mix of behavioural psychology, coding, creative marketing and data analysis.

In this talk the growth marketing expert and serial entrepreneur will run you through some of the latest stories, learnings and tricks his company’s learned along the way. Expect a brief but information-packed masterclass covering the learnings, tools, tactic and tricks that will start you on your growth marketing journey.

MEZZANINE 1

Lessons from 15 Years in Affiliate Marketing

Helen started working in affiliate marketing in 2002, fresh out of University and plunged into a world of entrepreneurs, search experts, networking in pubs and the early days of affiliate marketing. In her career so far she has worked at three affiliate networks, Sky PLC and is now leading Acceleration Partners expansion in EMEA. In a time when young people don’t necessarily aspire to a career in affiliate marketing and it’s still often misunderstood by the majority. Helen explains how the channel has shaped her career and why she’s still passionate about its opportunities. Expect honesty, insider insights, career high, and lowlights, hopefully, some humour and a look into what the future holds for the channel in 2018 and beyond.

MEZZANINE 2
  • Agencies
  • Advertisers
  • Tech Providers

Can TV Benefit from a Digital Ad Spend Exodus?

The digital ad industry has had no small crisis of faith recently, plagued by concerns of fraud, viewability, transparency and, of course, associations with “fake news”.

As a result, major brands such as P&G are migrating spend back away from the digital realm to more “traditional” formats, including TV advertising. But with advertisers accustomed to digital's real-time measurement and optimisation opportunities, TV has had to rise to the challenge and provide the same.

The panel, hosted by TVSquared’s Blair Robertson, will explore the TV ad industry today, how it's changed due to digital's influences and issues, and how this traditional media channel has redeveloped its measurement and optimisation processes.

DOME STAGE
  • Publishers
  • Agencies
  • Advertisers

Driving Long-Term Growth with Measurement and Attribution

Marketers need to be pragmatic in the way they look at attribution and measurement. There isn’t a one size fits all approach, however, by breaking down data silos and focusing on what's actionable, marketers will gain a more complete picture of their customers and campaigns, what delivers better results for their business, and in turn, growth.

Join Google's Richard Morris as he covers strategies marketers can use to better understand their data, and where the future of digital measurement is heading.

KEYNOTE STAGE
  • Publishers
  • Agencies
  • Advertisers
  • Networks
  • Tech Providers

The Power of You - Building Optimal Performance on a Shoestring Budget

When it comes to measuring, accelerating and optimising performance, there are few people with as much proven knowledge and successful implementation as legendary, Olympic gold-winning, rugby 7s coach Ben Ryan.

In this session, he will share lessons and learnings from his time working with both the English and Fiji teams, which are as applicable in the world of business, marketing and digital as they are in sport.

From effective ways to manage up, methods to build collaborative teams quickly and how to inspire trust, to techniques that make individuals feel empowered, insights that help get the best out of the talent around you and better ways of implementing the tools and resources you have available - this is definitely a session you don't want to miss.

Ben's stories and achievements will inspire you to take a second look at the way you are currently managing performance, and give you some tools and techniques to get even more out of what you have, without needing to spend a fortune.

MEZZANINE 1
  • Publishers

Native Advertising as a Traffic Source Panel

Over $5bn was spent on Native Advertising in 2016 in the US alone and as a traffic source represents a huge opportunity for affiliates.

Join our esteemed panel as we uncover the best verticals, arbitrage strategies and landing page optimisation to drive the highest volume of traffic and commissions through this channel.

MEZZANINE 2
  • Publishers

How to Optimise When You Don't Control the Funnel

Typically, Conversion Rate Optimisation (CRO) approaches are targeted at sites that can control the whole experience and engage with their visitors.

However, this doesn't work well for affiliates; with little control over the product or landing page and funnel, traditional approaches just don't work. Having significantly increased conversion rates for affiliate sites, lead generation businesses and price comparison sites, Browser to Buyer’s Dave Gowans knows what works and will share an approach that works for affiliates with practical tips for what to test.

DOME STAGE
  • Publishers
  • Advertisers

Joining the Dots Between SEO and User Experience

More than ever before, we’re seeing SEO and user experience (UX) overlap to the point where they should no longer be viewed as separate channels; Google is now using usability as a ranking signal, so it’s more important than ever to ensure that both are aligned and working in parallel to support one another.

In her session, Bea Patman, head of SEO at Greenlight Digital, will cover the value that engagement and audience-driven insights play in creating a sound SEO strategy which puts the user at the heart of everything.

Additionally, she’ll highlight the middle ground that needs to be found when it comes to navigation and content, areas where SEOs and UX specialists tend to have conflicting preferences, so that digital marketers have clear, actionable insights on how to create a user-friendly, SEO-optimised site that’s tailored to their core audience.

KEYNOTE STAGE
  • Publishers
  • Agencies
  • Advertisers

From Competition to Cooperation Between Publishers. How Attribution Revolutionizes the Industry

The last click model has long been established in affiliate and losing out, the upper-funnel properties creating valuable content for merchants are opting for fixed fee or tenancy deals, or have ceased affiliate activity entirely. The market has tried to battle this ‘last-click’ principle with basket-lock solutions, soft cookies or manually added assist payments, but these all share the common problem of not incentivising full-funnel promotion. The result is high risk advertising or missing out on promotion and consequently, revenue.

How can we satisfy advertisers’ need to be promoted across the board to increase their revenue, whilst making sure every publisher is rewarded for their part to play? Find out in this session by TradeTracker, with the key theme being that cooperation reigns over competition.

MEZZANINE 1
  • Publishers
  • Agencies
  • Advertisers
  • Networks
  • Tech Providers

People-Based Marketing, and Why it Will Transform Your Strategy this Year

Over half of digital marketing managers, or 53%, expect cookie-based advertising campaigns to fade out within the next 12 months - in its place, the rise of ‘people-based marketing’.

Driftrock’s Gabriela Barbosa explores the role of this new method, with mobile devices and platforms “ripping up the rulebook” on digital marketing, making “people data” the most valuable weapon in the advertiser’s toolkit.

Gabriela will dive into the nitty-gritty of using people-based data, including how it can be leveraged for multi-device analytics, marketing deployment and machine learning.

MEZZANINE 2
  • Agencies
  • Advertisers
  • Networks
  • Tech Providers

It’s Time to Hold Agencies Accountable for Performance & Transparency in Ad Tech

Trust between brands and agencies is at an all-time low, with new marketing technology not the delivering the results it promised.

No small number of recent incidents have seen the programmatic industry in the limelight for the wrong reasons, but time-poor and non tech-savvy brand marketers need agencies to compete in this crowded and complex digital ad space, so how can they rebuild trusting and fruitful relationships?

The answer lies in transparency and honesty says Appraise Digital’s CEO Neil Eatson who will highlight the questions of accountability brands should be asking agencies and suppliers.

DOME STAGE
  • Publishers
  • Agencies
  • Advertisers

How to Use Machine Learning to Predict a Consumer’s Next Ten Purchases

Forget new tools or new data, Cubed CEO Russell McAthy will show you how the data you already have can present the key to a winning strategy of calculating an individual's brand value and the likelihood to buy.

Having worked with businesses from startup to FTSE100, data analytics sit at the heart of McAthy’s career, so pay close attention if you’d like a Customer Lifetime Value calculation that reveals an individual’s next ten purchases.

Russell will also showcase the PPC Position Advisor dataset which can uncover best-attributed ROI for forecasted future purchases. A session for the data headed marketers amongst you.

KEYNOTE THEATRE
  • Publishers
  • Agencies
  • Advertisers
  • Networks
  • Tech Providers

The Future of Leadership Following the 'Tech Revolution'

The impact of the 'tech revolution' is massive and widely felt - heritage organisations push to transform, start-ups abound and other SMEs become sprawling giants in short-time. In this environment, the quality of organisational leadership is, as the great business writer and thinker Peter Drucker observed, the decisive factor between success and failure, yet the classic tenets of strong management and good leadership are rarely taught and seldom developed.

Sometimes, and unfortunately, it appears that personality cults masquerading as charismatic leadership deliver fear, misery and unnecessarily stressful cultures - workplaces that are anything but innovative and engaged. So is there an enlightened way to lead any organisation, are there behaviours that raise morale and release ‘discretionary effort’ from teams or a whole workforce? Andy Parfitt believes there is, and what’s more he is convinced that almost all of us can learn how to do it, from a team of six to companies of global scale.

MEZZANINE 1
  • Publishers
  • Agencies
  • Advertisers

Performance Marketing - 'Made of Many'

The letters A & I have become synonymous as an industry-wide topic in 2017.

Every digital marketing stakeholder from tech firms to advertisers are trying to get to grips Artificial Intelligence in 2017.

Whilst this undoubtedly provides the industry with the enormous potential to achieve better targeting, automation and efficiency, it will be missing one key ingredient; your brain. This session, presented by Maxus Global’s Nick Cristal, will take a deep dive into AI with the ‘human touch’ and how these elements come together in unison in the performance realm we exist in.

Cristal will conclude on some key focuses on making sure all attendees are ahead of the game when it comes to successful ways of working in performance marketing, for both the world of today and the world of tomorrow.

MEZZANINE 2
  • Publishers
  • Agencies
  • Advertisers
  • Networks
  • Tech Providers

Electronic Marketing Under GDPR

Electronic marketing in all its guises (Direct marketing, Performance marketing, Affiliate marketing) is under threat from the increasing regulatory requirements and possible fines with the upcoming General Data Protection Regulation (GDPR) and the ePrivacy Regulation (ePR) which come into force in May 2018.

We’ll talk to you about the upcoming challenges and opportunities which lie ahead.

DOME STAGE
  • Agencies
  • Advertisers
  • Networks

The Four Pillars of Successful Affiliate Marketing

While great focus is placed on increasing the number of quality publishers on a campaign, the most important elements of a campaign are often the least scrutinised.

Empowering your commission and cookie structures with data and insights allows you to create a fair and mutually rewarding system for you and your publishers. Throw cross-device tracking and automated commission validation into the mix, and you secure the future of your campaigns from the outset with a culture of trust and commercial viability.

In this presentation from long-established eCommerce giant Visualsoft, David Duke and Luke Atherton will cover what they believe to be the four pillars of any successful affiliate campaign in 2017 and beyond.

EXPO HALL

Lunch & Networking

Choose from a selection of street food vendors courtesy of our catering partner KERB or head to the Webgains Beer Garden or Rakuten Prosecco Lounge for a liquid lunch.

KEYNOTE THEATRE
  • Publishers
  • Agencies
  • Advertisers

Retail’s David and Goliath: Is it Time to Embrace Amazon or Fight Back?

Jeff Bezos fleetingly overtook Bill Gates as the world’s richest man earlier this year – not bad for someone who started off selling books in his garage.

With investments and products ranging from fashion to groceries, and from video-on-demand to digital audio assistants, Amazon is an almost unavoidable part of our daily lives. But how should retailers respond to the company that many people are touting to be the first worth over $1 trillion?

Should we embrace it, or fight back? If you’re brave enough to take on Goliath, Rakuten Marketing Europe’s director of operations, Nick Fletcher, talks you through how to arm yourself with the latest slingshots in digital marketing in order to thrive in the face of Amazon’s increasing market dominance.

MEZZANINE 1
  • Publishers
  • Agencies
  • Advertisers
  • Networks

Forgotten Art of Partnership Marketing; How Affiliate Marketing Can Be More Than Just a Link

Digital and affiliate marketers have forgotten about one of the oldest and purest forms of marketing. They say it's all fluff, it isn’t effective and can't be measured. At PI LIVE, James Cristal will be sharing his experience across multiple industries, particularly his work at emerging fintech Nutmeg, with the aim of combating the myths of partnership marketing.

Affiliation can be so much more than a link, more than just a voucher code, more than just a banner ad, thinks Cristal; running campaigns with relatable brands that resonate with both target audiences is becoming pivotal to enhancing your digital strategy.

MEZZANINE 2
  • Publishers
  • Advertisers

Engaging with the Mobile-First Consumers of Today

Mobile is the dominant screen in our lives, accounting for the majority of search, consumers’ time online and driving the lion’s share of e-commerce.

The brands that don’t embrace the mobile-first approach are at risk now more than ever. This session, presented by M&C Saatchi’s Alex Hewson, will explore the benefits of shifting to this mindset, as well as how to navigate the rife issue of ad fraud and how machine learning can assist, the increasing role of programmatic and future-proofing customer acquisition and retention in an increasingly crowded market.

DOME STAGE

Building an Efficient Strategy for a Mobile First World

How should my mobile strategy differ from desktop? Although mobile accounts for 51% of worldwide internet usage, advertisers haven't yet caught up with increasing consumer adoption rates and are struggling to achieve the same level of success as desktop. With paid search and social accounting for the bulk of mobile ad spend, it has become increasingly important for brands and agencies to break away from the day-to-day survival mentality when it comes to mobile.

This session provides information on how to define a mobile PPC strategy, and a handful of tactics to make sure you’re getting the most from it.

KEYNOTE STAGE
  • Publishers
  • Agencies
  • Advertisers
  • Networks
  • Tech Providers

Building a High-Performance Millennial Organisation

Established attitudes towards permanent, fixed employment are crumbling. Employees now favour flexible arrangements that they can build into their lifestyle and other commitments. In order to stay current and harness the talent of a millennial workforce, businesses must take note.

Led by performance marketing agency Webgains, this session will cover intelligent recruitment, inspiring leadership, the best tools for boosting productivity and measuring employee output, and the importance of the on-the-job progressive training.

Join this session for a strategic view on building the business of tomorrow, starting with your team.

MEZZANINE 1
  • Publishers
  • Agencies
  • Advertisers

Display has Derailed: Getting Programmatic Back on Track

Moderated by Luke Judge, NMPi

Programmatic display is like British train services, it can work beautifully but has the potential to regularly let us down...

Over the past year the news has been less than kind to this digital channel with reports of ad blockers on the increase, fraud hot on everyone's radar, and concerns over transparency.

Join NMPi and their expert guest panel as they discuss the challenges facing the industry, and how we can solve them to realise display's true potential.

MEZZANINE 2
  • Publishers
  • Agencies
  • Advertisers
  • Networks

Why We Need Disclosure in Affiliate Marketing

The CMA in the UK and the Federal Trade Commission in the US have been very prescriptive on the issue of disclosure particularly for Bloggers, Vloggers and new media such as Instagram.

However, more than 90% of affiliates are not taking heed of this and aren't disclosing clearly where there is a commercial relationship. Why is this? Apathy, lack of knowledge, or unaware of the risk? Will there be a scapegoat and what will that mean for the industry going forward?

This panel will look to discuss and debate everything both publishers and advertisers need to know about disclosure and how we as an industry can work together to ensure it is monitored and met, including insight from bloggers, industry figureheads and the IAB itself.

DOME STAGE
  • Publishers
  • Agencies
  • Advertisers

Is Performance Marketing Really Ready for AI?

2017 has seen the advent of Artificial Intelligence (AI) across our lives, and the advertising industry is no different, but is performance marketing really ready?

Performance Horizon’s co-founder and CTO Pete Cheyne discusses how the affiliate technology company has considered its use to benefit advertisers and publishers, with reference to real-world applicable examples of clients implementing AI, including Halfords.

KEYNOTE STAGE
  • Publishers
  • Agencies
  • Advertisers
  • Networks
  • Tech Providers

Applying a Culture of Experimentation to Digital Marketing

A/B tests are a staple for optimising user experience, whether it’s testing copy, design or web page layouts and navigation.

It’s a simple but effective principle, so wouldn’t it be great if we could apply this thinking elsewhere, using it to benchmark and improve everything from product to pricing, ensuring our offerings are constantly optimised.

In this eye-opening session, Conversion.com’s CEO, Stephen Pavlovich, will share how you can apply an experimentation framework to any opportunity or challenge – and how this can transform a business’s approach to product, marketing, and risk.

MEZZANINE 1
  • Publishers
  • Agencies
  • Advertisers

Is This the End for PR?

The shifts and fragmentation in the media, and the fact that everyone is now a publisher mean that PR and the route to reach has changed dramatically. So what role does PR have, should brands still be focused on PR or should they be taking a digital first approach. Natasha Courtenay-Smith, CEO of Bolt Digital, accredited Facebook trainer and the author of The Million Dollar Blog discusses a modern hybrid approach to getting in front of customers.

MEZZANINE 2
  • Publishers
  • Agencies
  • Advertisers

Data and the Answer To Everything

Using a mix of 80s pop, driving stupidity, robo-phobia, fake news and a halcyon dream of happy accidents, Andy Bolter from ideas agency Yes&Pepper introduces a different view of data. It’s only by admitting that data can let us down will we be able to identify when an idea stops becoming an idea and starts becoming a statistic, taking away our responsibility to question whether it is reliable and controlling our actions. We allow numbers and words to tell us what we want, we let them tell us what our clients and partners want, but we don’t question whether they are robust.

Hate it or love it, data is here to stay. But let’s not make the mistake of believing it’s the answer to everything.

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