PerformanceIN Live, 24-25 October 2017

Measurable Marketing. Optimised.

Session Agenda

Day Two – 25 October

FOYER

Registration

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.

MEZZANINE 1
  • Publishers
  • Agencies
  • Advertisers
  • Tech Providers

Using Data to Optimise and Future Proof your Partner Campaigns

Data underpins the success of affiliate marketing; in a world awash with information, how can brands use it to advance their understanding of the channel?

Join Awin’s Kevin Edwards for a session focusing on key insights drawn from the network’s data that show how brands are shaped by and reacting to consumer behaviour within the affiliate channel, both here and overseas.

Expect a session full of statistics and brand new observations that are helping retailers to optimise and futureproof their affiliate campaigns.

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

KEYNOTE: Ben Ryan - Coach, Fiji Rugby Sevens

Ben Ryan is one of the most in-demand speakers of the year. Organisations and audiences around the world want to hear from the man who is fast achieving legendary status as one of the greatest coaches of his generation.

From his early years as a club rugby player, to seven highly successful years as the England Rugby 7s coach, he then then took the biggest risk of his career, accepting the job as coach of the Fiji Rugby 7s team with all the challenges that going from SW London and first-world comforts to a dictatorship and a bankrupt employer created. Three years later, he had led them to gold at the Rio Olympics; just one of the many historic accomplishments that Ben coached them through during his time with the team.

He has learned a lot about leadership, collaboration, teamwork, communication, culture and success from these extraordinary accomplishments. His moving stories inspire new thinking on topics such as effective ways to build trust, adapting your approach to the context, measuring performance in a meaningful way, and how treating individuals as such can make the difference between first or last place.

Ben, who also has a teaching degree from Cambridge University, is an engaging, charming, mesmerising speaker who will leave an audience on the edge of their seat, and empowered with tools to make real change in the way they lead their lives and lead in their jobs.

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.

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.

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 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 joins Debenhams e-commerce marketing manager, Nick Andrews, to highlight the questions of accountability brands should be asking agencies and suppliers.

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 Matt Wheeler 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.

Wheeler 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.

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

Ask the Lawyers: Affiliate Marketing in a GDPR World

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 with help from a data protection lawyer and industry experts.

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.

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

Escaping the Race to the Bottom: How Can We Save the Web?

Performance marketing is at a tipping point; despite continuous growth in ad spend and maturity of affiliate and display channels, consumer trust is at an all-time low with only 36% consumers seeing the value that online advertising can provide them.

It is the industry and performance marketers that are responsible for improving this consumer experience and ensuring the continued growth of the channels. So what can we all do?

In this keynote, Rakuten Marketing Europe’s director of operations, Nick Fletcher, will challenge an ecosystem where transparency is not part of everyday thinking and marketers are racing to the bottom in a fight for the last click. Fletcher will question why we’re ignoring the influence that 90% of performance marketing is having and will remind the room of the simplest actions we all can take to make the web a better place for consumers to make educated purchases.

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.

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, think Cristal; Running campaigns with relatable brands that resonate with both target audiences is becoming pivotal to enhancing your digital strategy.

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 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.

BREAKOUT 2
  • 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.

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

The Recipe for a Growth Marketing Mindset

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.

DOME STAGE

Lessons from 15 Years in Affiliate Marketing

The former UK MD of affiliate network affilinet and now chair of the IAB’s Performance Marketing Council, Helen Southgate’s career in affiliate marketing can be traced back to 2002, fresh out of University and plunged into a world of entrepreneurs, search experts, networking in pubs and the early days of affiliate marketing.

Since then, her career has spanned three affiliate networks, Sky PLC and is now an exciting new venture.

In this candid session, Southgate will touch on why she believes affiliate marketing is still often considered “misunderstood sorcery”, why she’s still passionate about its opportunities. Expect honesty, insider insights, career highlights (and lowlights) and a look into what the future holds for affiliate in 2017 and beyond.

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