SES London 2014

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Queen Elizabeth II Conference Centre
Broad Sanctuary, London SW1P 3EE
Venue & Accommodation

SES London 2014 - Day 1 Conference Agenda

Tuesday, 11 February

8:00am-6:00pm Registration
8:00am-9:00am Morning Coffee
9:00am-10:00am Conference Welcome & Opening Keynote

Running in Real-Time: Bringing Campaigns to Life by Marketing in the Moment

Bruce Daisley Consumers today are actively connected across multiple devices, just waiting to discover and share the newest, hottest, latest. Gone are the days of traditional marketing - we are now in the age of marketing in the moment. Bruce Daisley, UK Managing Director of Twitter will take the stage to speak about how Twitter fits into the digital ecosystem and what they see coming up from a trends and data perspective. Armed with a variety of brand case studies, Bruce will share insights and information that will be applicable to your marketing initiatives, regardless of whether you come from a small business or a Fortune 500 company.

Bruce Daisley, UK Managing Director, Twitter

10:00am-6:30pm Exhibition (Grand Opening 10:00am)

Attendees may choose to attend one of three sessions offered during this time slot.

Paid Track sponsored by Marin Software

Attract, Engage, Convert: Smart Paid Media Tactics

To have a successful paid search strategy, you need to execute your campaign using best practices. These include having the right level of keyword depth, the optimal mix of match types, well-written ads, optimised landing pages, and an account structure that maximises your possible quality score. Are you optimising the mobile and tablet opportunity? Do you need a tactical bidding strategy? If you're an advanced search marketer, you should also consider segmentation models to truly outwit the competition. This session will cover all of this and more.

Luke Smith, Founder & Commercial Director, Croud

Matt Ackley, CMO, Marin Software
Chris Howard, Head of Digital, Shop Direct


Building a B2B Social Media Cohesive Strategy

The road to social media failure is paved with good intentions. Without a cohesive strategy, processes, tools, and governance, well-intentioned marketers can cause more harm than good. Equally well-intentioned senior executives know they need to get social, but don't understand the channel, how deeply it cuts through their strategy, or how to guide their teams through the strategic and cultural transformation needed to take full advantage of its potential. In this session, hear how to take your social media program to the next level and hear:

  • Research and analysis of social sharing behaviour and how to leverage it
  • How one large B2B company tackled their social media strategy
  • How the lines between paid, owned and earned are blurring
  • How a successful B2B Social Media strategy starts with a strong content marketing strategy and when done effectively will impact your brands' discoverability in search
  • How 2014 is about smarter content, not just more content
  • Opportunities for mobile considerations, understanding behaviour across device and mapping content and social activities to the sales funnel
  • How reporting is about content engagement metrics in search and social.

Laura Roth, Head of Content, Interactive Marketing Division, Incisive Media

Krista LaRiviere, CoFounder & CEO, gShift Labs
Judith Lewis, Founder, deCabbit Consultancy

Business Intelligence

Big Data Uncovered: How to Gather, Analyse and React to Customer Behaviour

Being able to master big data can give you a sense of control in an otherwise uncertain world. You do not need to be a large business to harness the power of big data. There are tools and methodologies that can help you extract meaning from multiple, apparently disparate, large data sets.

Big data is about people, not numbers. To use it effectively, you need to combine data extraction and manipulation with an understanding of how to develop client relationships. Harnessing both the data and the user journey, and connecting these from a large data set, will allow you to transcend much of the statistical sampling that has dogged marketing analytics for years, both on and offline.

In this session, you will:

  • Discover how to harness big data, even for smaller marketing projects.
  • Understand the new tools and methodologies being developed to organise unstructured data.
  • See real-world examples of how you can turn big data into profit and better client engagement without breaking the bank.
  • Learn how not to get bogged down in the numbers of big data and focus on the customers.

Jon Myers, VP & Managing Director EMEA, Marin Software

Dixon Jones, Marketing Director, Majestic SEO
James Murray, Digital Insight Manager, Experian Marketing Services

11:30am-11:45am Session Interval

Attendees may choose to attend one of three sessions offered during this time slot.


The Rapidly Changing Face of Google

Keep calm, there's a paradigm shift going on.

Google SERPs changed dramatically in 2013, and you can bet there are dramatic SERP innovations coming your way in 2014. Speedy adaption is key to prospering in the rapidly changing paid search environment.

In this session we will dive into:

  • The science and the strategy underpinning the changing face of Google.
  • High performance case studies of recent Google ad innovations.
  • Sneak peaks at future ad extensions.
  • The future of keywords.
  • Predictions as to what Google SERP innovations we can expect to see in the coming 12 months.

This session will include essential info for innovation-hungry search marketers.

Jon Myers, VP & Managing Director EMEA, Marin Software

Brendan Almack, Senior Paid Search Specialist, Wolfgang Digital
Alan Coleman, CEO, Wolfgang Digital


From Strategy to Execution: Creative Content Marketing

Businesses know that they need to produce content as a cornerstone of their marketing, but many still struggle to develop it. Attend this session to learn how to create the kind of content that truly engages an audience; how to create it in a way that's sustainable and repeatable for enterprise; and how to leverage it across the social web.

This session will cover:

  • Moving from Minimum Viable Content (MVC) creator to Publisher.
  • Avoiding common mistakes that brands make when thinking about content marketing.
  • Measuring content value accurately.
  • Setting the "right" budget to invest in content.

Lee Odden, CEO, TopRank Online Marketing

Lisa Myers, CEO, Verve Search
Matt Roberts, VP of Product, Linkdex

Business Intelligence

Understanding Your Online Customer: Using Segmentation to Analyse Behaviour & Optimise Performance

Segmentation is the single most important analysis technique when it comes to analysing online customer behaviour. This session will take a deep dive into segmentation and how it can be used to improve website performance. Here are a few questions that you should be able to answer after the presentation:

  1. Why should I be using segmentation on every single analysis I make?
  2. How can I build customer segments and apply them to my data?
  3. What kind of segments should I use?

Thom Craver, Vice President, Development and IT, Internet Marketing Ninjas

Nikki Rae, Managing Director, Future Insights Analytics
Daniel Waisberg, Analytics Advocate, Google

12:45pm-2:00pm Networking lunch

Attendees may choose to attend one of three sessions offered during this time slot.

Paid Track sponsored by Marin Software

Social Advertising to Increase Lead Gen, Engagement & ROI

A year ago, "social advertising" consisted mostly of right-side ads on Facebook aimed at driving brand awareness. Now, Facebook is courting ROI-driven marketers with a new suite of performance ad options. Find out how to leverage new social ad formats that deliver high ROI and conversion among target segments.

This presentation will walk you through practical tactics to leverage not only Facebook ads, but also LinkedIn ads, Twitter ads, and YouTube video campaigns to generate targeted, quality leads. It will cover:

  • Each channel's targeting capabilities, strengths, and weaknesses.
  • Tools for success - conversion tracking/analytics, syncing with CRM, and access to creative development (video, images, and landing pages).
  • Deploying unpublished page posts to get ads placed within the newsfeeds of highly targeted segments and attain clickthrough rates 20-40 times higher than Facebook's right-side ads.
  • Facebook's new analytics offerings that can accurately measure conversion, ROI, and customer acquisition from paid social ads.
  • The top five B2B tips for each channel - LinkedIn ads, Twitter ads, and YouTube.

Jonathan Beeston, Director, New Product Innovation, Adobe

Celina Burnett, Consultant, Deloitte
Jacinta Walker, Head of Online Marketing, EMEA, Salesforce


Mining Your Search Keywords & Social Data for New Revenue Opportunities

This session will highlight how to develop an effective keyword research in the age of Not Provided, Hummingbird, the Social and Knowledge Graph by leveraging your search and social data to identify new opportunities and revenue streams for your online business.

Bill Hunt, President, Back Azimuth Consulting

Bastian Grimm, Managing Partner, Grimm Digital
Aleyda Solis, Head of Digital Strategy, WooRank

Business Intelligence

Influence the Influencers: The Magic of Co-Created Social Content

In an age of information overload, standing out requires huge budgets and resources. But what if you could hack your way to the spotlight by helping everybody win?

Learn how to identify, romance and engage influencers to co-create and promote incredible content that delivers for your audience and your brand. Through best practices and examples you will learn:

  • Topics and being the best answer for your category
  • Influencer content opportunities
  • How to identify, qualify and engage influencers
  • The mechanics of co-created content
  • Inspiring participation and promotion
  • Performance measurement and optimization

Lee Odden, CEO, TopRank Online Marketing


Attendees may choose to attend one of three sessions offered during this time slot.

Paid Track sponsored by Marin Software

How to Design, Segment & Optimise an Adwords Enhanced Campaign

Using Enhanced Campaigns, targeting methods that used to exist as filters now exist as layers. How can we use these layers (location, time of day, device and remarketing status) to identify users in different scenarios: at home, at work, travelling, etc? By adjusting bidding strategies to focus budget onto the user scenarios that deliver the best returns, we can use the new features of enhanced campaigns to seriously improve performance.

Attendees will learn:

  • How to set up account structures to target audiences for performance
  • How to spot and account for typical user scenarios
  • The core reasoning behind the new targeting and how to create strategies to stay on top in the future

Jon Myers, VP & Managing Director EMEA, Marin Software

Alistair Dent, Head of PPC Training, Periscopix
Ann Stanley, Managing Director, Anicca


Unlocking the Secrets of Mobile Video: YouTube, Instagram and Vine

Where video's concerned, there's no such thing as mobile. The story isn't about the device being used, but rather the context of the user. As a business, it's context that should drive the content, with YouTube, Instagram and Vine being specific and unique channels which require a unique approach.

In this session, attendees will learn:

  • Mobile trends and #omniscreening
  • Segmentation and personalization
  • A framework for determining potential success of your creation
  • How to work out where your video should be hosted

Lisa Myers, CEO, Verve Search

Jon Mowat, Managing Director, Hurricane Media
Cheri Percy, Content and Community Manager, Distilled

Business Intelligence

Beyond the Last Click: Smart Multi-Touch Attribution Modelling

Multi-Channel Funnels helped bring attribution to the minds of the many but how can GA best be used for attribution analysis and modelling? This presentation will broadly run through:

  • Challenges and flaws with attribution modelling in general
  • Some of the nuances with the attribution tools in GA
  • What to avoid when using GA for multi-touch conversion analysis
  • How to gain actionable insight from the attribution tools available in GA

Crispin Sheridan, Senior Director, Digital Scale, Integrated Digital, SAP

Martyn Bentley, Managing Director, Chango
Dara Fitzgerald, Analytics Director, Measurelab

3:00pm-3:30pm Afternoon Break in the Expo Hall
4:30pm-5:30pm Roundtable Forum

Meet the Experts

Join us at our "Meet the Experts Roundtable Forum," where you'll have the opportunity to learn, network, and share information with your peers and leading industry specialists. With a choice of several roundtable discussions, each focusing on a different key topic and featuring two experts, this session is not to be missed. Simply choose the roundtable most pertinent to you and join the discussion! You can also move freely among roundtables to make sure you get the most out of this session. Afterward, take your conversation and new contacts to our networking cocktail reception, where you can continue the discussion over a few drinks.

5:30pm-6:30pm Networking Cocktail Reception

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.

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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
Media Partners
Chinwag Receptional
State of Digital State of Search
TopRank Wordtracker
In Association with
Search Engine Watch

News Distribution
Business Wire

Sponsorship/Exhibiting Opportunities:
For more information, please contact our Sales Department. You may also call
+1 646-755-7255 or send an email to

Registration Information:
For questions regarding registration, please call +1 800-955-2719 or send an email to

Premier Sponsors

Platinum Sponsor

Marin Software

Silver Sponsors

Adthena Channel Advisor Taboola

Sponsors & Exhibitors

Adobe Double Dutch Linkdex Majestic SEO Moz Trusted Proxies

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Sponsorship/Exhibiting Opportunities:
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Registration Information:
For questions regarding registration, please call +44 (0) 207 484 9894 or email