SES London

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Park Plaza Victoria London
239 Vauxhall Bridge Road, London SW1V 1EQ
Venue & Accommodation

Agenda Day 1

Grid View

Tuesday, 10 February

8:00-9:00 Registration and Morning Coffee
9:00-9:10 Opening and Welcome
    John Barnes
  • Speaker:
    John Barnes, MD Incisive Insight, Incisive Media
9:10-10:00 Keynote

How the Internet of Things can Improve Ecommerce

The Internet of Things is here to stay and will soon become a commodity, changing forever the way people interact with objects and customers interact with brands. This session will focus on how IoT will impact on your business, requiring a change in your digital marketing strategy. Shawn will touch on key topics, such as big data and how numbers can be translated into strategy, customer experience and best ways to create seamless experiences, as well as customer engagement across all touch points and devices.

    Shawn Burns
  • Keynote Speaker:
    Shawn Burns, Global Head of Web and Digital Marketing, Schneider Electric
10:00-10:30 Morning Break and Visit to the Exhibition Area
10:30-11:30 Paid

Are Audiences the new Keywords? Remarketing in 2015 and Beyond

  • Exploring the capabilities and limitations of Google RLSA as it stands today
  • Shop Direct's experience of the benefits and pitfalls of search remarketing
  • Opportunities to apply data across digital marketing to drive improved performance
  • An advertiser's view of how remarketing will develop in 2015 and beyond
  • Speaker:
    Chris Howard, Head of Digital, Shop Direct

Owned / Earned

Redefining What Content Marketing Means in 2015

  • Aligning content strategy with key business objectives
  • Innovative use of content - going beyond blogs and social media posts
  • Creating and promoting unique ways of storytelling
  • Speakers:
    Grace Francis, Head of Content,
    Carmel Hayes, Head of Content Marketing Europe, eBay

Business Intelligence / Analytics

Developing a Winning Digital Marketing Strategy With Big Data and Programmatic Advertising

  • Opportunities that big data can bring to marketers
  • How data insights are becoming essential for marketers to produce strategic creative campaigns
  • How data can allow messages to be delivered to users with more relevance, based on factors such as localisation and real-time weather conditions
  • Speaker:
    Ross Webster, Managing Director, EMEA, The Weather Company International
11:35-12:35 Paid

Paid Media Best Practices to Increase Performance and Productivity

  • New generation of optimisation strategies
  • Optimising against multiple metrics
  • Automated methods of optimising accounts
  • Speakers:
    Anu Adegbola, Paid Search Manager, Premier Farnell
    Gemma Howley, Head of PPC, Manning Gottlieb OMD

Owned / Earned

Mobile SEO - How to Approach Your Mobile Strategy to Get It Right

  • Local SEO & Common Mistakes
  • Blending Social & SEO Strategies for Mobile
  • Leveraging Mobile SEO Analytics to Inform Strategy
  • Speakers:
    Shelley Appiah, SEO Manager, HomeServe Alliance
    Adam Whittles, SEO Director, Maxus

Business Intelligence / Analytics

Using Analytics to Make Sense of Your Audience Data

  • Effective visits (what are they)
  • Soft Goals (supportive goals - why are they important)
  • KPIs (which to focus on)
  • How to Report to be understand by CxO level people
  • Speakers:
    Javier Ortiz, Online Traffic Acquisition Manager, Hello! Magazine
    Lukasz Zelezny, Head of Organic Acquisition, London, uSwitch Limited
12:35-1:35 Networking Lunch and Visit to the Exhibition Area
1:35-2:35 Paid

Achieving Results With RTB & Programmatic Buying

  • How programmatic advertising is creating the need for more human oversight and expertise
  • Using the best data and matching ads to the appropriate consumers is still as much of an art as it is a science
  • How programmatic is merely a set of tools which don't work without marketing knowledge
  • Bringing Programmatic In-House
  • A Data-Driven Strategy
  • Programmatic in Practice - Use Cases
  • Speakers:
    Sammy Austin, Head of Programmatic, MoneySupermarket
    Emily Palmer, Head of Programmatic EMEA, Thomson Reuters

Owned / Earned

Strengthening Your Audience in a Social World

  • Different communication strategies for capturing your audience's attention
  • What are the top questions you should ask to trigger a response?
  • Building the socially connected communications system
  • Strategies for engaging your audience across the system
  • Powering the system with connected social content
  • Driving the system with connected distribution
  • Speakers:
    Max Brockbank, Head of Search, AlexAndAlexa
    Nick Burcher, Head of Social Media, EMEA, MediaCom

Business Intelligence / Analytics

Creating Value From Attribution Modelling

  • Measuring the correct touch points
  • Winning attribution model examples
  • Extracting the right data from each sale
  • Speaker:
    Crispin Sheridan, Vice President, Digital Scale & Operations, SAP Experience

If You Can't Code, You Can't Do PPC

  • Introduction to AdWords Scripts and AdWords API
  • Why every PPC manager should learn to code
  • Examples of how to use scripts to take your PPC to the next level
  • Speaker:
    Daniel Gilbert, MD, Brainlabs
sponsored and presented by Anicca Sponsored Session (sponsored and presented by Anicca)

Understanding 'Not Provided' Keywords and Using a Data-Driven Approach to SEO

  • Data driven SEO - a case study with
  • Using SEO Monitor to determine the performance of "not provided" keywords
  • Do big TV advertisers always have higher site authority than challenger brands?
  • Using the SEO Monitor dashboard, to understand data for each keyphrase, including: rank, listed page, search volume, suggested AdWords bid, Difficulty Score, Opportunity and clicks that could be gained if achieve your target position
  • Visibility Score and traffic levels for each group of keywords
  • Ranks and Visibility Score for your site vs competitors for your groups of keyphrases
  • Speaker:
    Ann Stanley, Managing Director, Anicca
sponsored and presented by Mjestic Sponsored Session (sponsored and presented by Majestic)

Categorising the Web. How Topical Trust Flow Affects Everyone and Everything

  • Learn why links in one part of the internet can affect a completely different part of the internet
  • Understand how to use Topical Trust Flow to find and evaluate Twitter personalities and profiles
  • Learn why Topical relationships may be an increasing part of search engine algorithms
  • Speaker:
    Dixon Jones, Marketing Director, Majestic
3:10-3:35 Afternoon Break and Visit to the Exhibition Area
3:40-4:40 Paid

How to Reach Consumers With Social Advertising

  • Should brands be advertising on social platforms?
  • How can they personalise their message to make it more relevant to consumers?
  • Speakers:
    Ayman Jaber, Brand & Marketing Communications Manager, Lacasa Architects
    Chris Terry, Head Of Digital Acquisition, Oxfam GB

Owned / Earned

SEO for the Skilled Mechanic

  • How to examine where a site has lost visibility
  • Capturing the right information to maintain leading results
  • What causes common SEO issues and how to remedy them
  • Which tools work the best for diagnosing SEO issues quickly
  • Speakers:
    Asaad Dookhy, SEO + PPC Lead and Manager, Decathlon
    Simon Heseltine, Senior Director of Audience Development, AOL Inc.

Business Intelligence / Analytics

Tap Into User Habits: Creating a Strong Digital Presence

  • Understand the evolution of social and digital practices
  • Learn how to complement existing digital activity with additional marketing and advertising practices to grow business
  • How to build your business around a community, not for a community
  • Making the most of your social media to engage on top of grow your business
  • Speakers:
    Rosie Akenhead, Manager Of Local Business Outreach, Yelp! UK&I
    Toby Chishick, Social Media Director, JWT

Meet the Experts: Roundtable Forum

The roundtables provide an opportunity to learn, network, and share information with peers and leading industry specialists. Choose the roundtable most pertinent to you and join the conversation! You may move freely between roundtables to make sure you get the most out of this session. Continue the discussion afterwards at the Networking Cocktail Reception.

  • Roundtable 1: Link Building
    Dixon Jones, Marketing Director, Majestic
  • Roundtable 2: Hiring for PPC Success
    Daniel Gilbert, MD, Brainlabs
  • Roundtable 3: Social Advertising
    Ayman Jaber, Brand & Marketing Communications Manager, Lacasa Architects
  • Roundtable 4: Local SEO
    Gregg Stewart, Founder & President, 3rd Act Marketing
  • Roundtable 5: SEO Tools and Technologies
    Simon Heseltine, Senior Director of Audience Development, AOL Inc.
  • Roundtable 6: In-House SEO
    Adrian Cutler, , Globalclick/Roxy Palace
  • Roundtable 7: Ecommerce Tactics
    Jon Woodall, Founder and MD, Space48
5:45-6:30 Networking Drinks Reception

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Please Note: Incisive Interactive Marketing LLC reserves the right to make any necessary changes to this agenda. Every effort will be made to keep presentations and speakers as represented. However, unforeseen circumstances may result in the substitution of a presentation topic or speaker. Incisive Interactive Marketing LLC reserves the right to use photographs of any attendee for future promotions. Incisive Interactive Marketing LLC assumes no liability for the acts of their suppliers nor for the safety of any participant while in transit to or from this event. The total liability during the precise hours of the meeting will be limited to a refund of the delegate fee. Audio, Video Taping and/or Photography is prohibited without the prior permission of the organizers. Incisive Interactive Marketing LLC is not responsible for loss or damage to personal property.

Who should attend?
Marketing Team:
Marketing Manager/Director
Creative Director
E-Commerce Manager
Brand Manager
Director, Business Analytics
Media Buyer
Media Planner
SEO Specialist/Consultant
PPC Analyst
Junior Account Manager
Chief Marketing Officer (CMO)
Chief Executive Officer/President
Chief Technology Officer (CTO)
Managing Director (MD)
Senior Vice President (SVP)
Vice President (VP)
Executive Director, IT
Web Developer
Web Designer
IT Project Manager


Gold Sponsor

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Bring your whole team!
Group rates ›

Sponsorship Opportunities:
Please contact our Sales Department. You may also email or call Bene Archbold +1 646-736-1842.

Speaking Enquiries:
Please call Irina Gaspar +44 (0) 20 7316 9376, message @irina_gaspar, or email

Registration Information:
For questions regarding registration, please call +44 (0) 20 7316 9152 or email

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