SES London 2014

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

SES London 2014 - Day 2 Conference Agenda

Wednesday, 12 February

8:30am-6:00pm Registration
8:30am-9:15am Morning Coffee
9:15am-10:15am Morning Keynote

Keeping Up With the Consumer

Over the past 5 years, the pace of change has accelerated and it's not slowing down anytime soon. People young, old & in between are constantly connected across devices and they expect convenience at their finger tips no matter where they are. Ian Carrington, Director of Performance at Google, will share just how remarkable these consumer changes have been with unique insights and discuss how this rapid change has brought new exciting opportunities for reaching consumers across devices by using the right insights and the right technology.

Ian Carrington, Director of Performance, Northern and Central Europe, Google

10:15am-3:00pm Exhibition (Networking Break 10:15am-10:45am)

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


The RTB & Programmatic Trading Opportunity: Driving Your Performance Strategy

Real-time bidding (RTB) is not just a brand-awareness or traffic-driving mechanism; it's a new digital marketing channel. Real-time bidding allows display campaigns to drive direct response conversions. Attend this session to learn what you need to know when choosing a demand-side platform.

Key takeaways will include:

  • How to move from traditional display buys to RTB display.
  • Tips for choosing the best platform based on efficiency, reach, reporting mechanisms, and accessibility to data.
  • Key metrics to use for optimisation, and what advertisers should expect from agencies or in-house teams.
  • How to judge performance of publishers, ads, and campaigns. This includes consideration of multi-channel funnels and search lift.

Jon Myers, VP & Managing Director EMEA, Marin Software

Paul Cooper, Managing Director, MediaCom North & iLab
Liz Rutgersson, Head of Real-Time Bidding, Periscopix


Brilliant Blogging: Best Practices to Enhance Your Customer Reach

How do you get the most reach out of your blog? This session will look into the importance of the bloggers you use, the outreach you do to influentials, and will share strategies that help you find out what to write about and how to make your content more visible.

You will learn how to:

  • Manage bloggers for a group blog.
  • Find and reach the right influentials to push your content.
  • Decide what to write about.
  • Utilise these strategies to enhance your customer reach, using examples from State of Digital.

Lee Odden, CEO, TopRank Online Marketing

Bas van den Beld, Owner & Founder,

Integrated Track sponsored by Trusted Proxies

Effectively Converging Paid, Owned and Earned Media

In September 2013, Google moved completely to an encrypted search model, and the majority of keyword data evaporated. The biggest impact of this change is on the integration of paid, owned, and earned media.

Gain insight into the change and how to adapt your strategies in order to provide integration across channels. In this session, you will learn:

  • Whether it is possible to run an integrated strategy without keyword data.
  • How to test paid and organic search without keyword-level data.
  • How to measure effective content.
  • What measurement frameworks should be put in place and how to create them.
  • Three steps in the true integration of data:
    • Stakeholder sign-off woven into the fabric of the organisation.
    • Technology that gives visibility across paid, owned, and earned.
    • Ways to ensure that staff and resources are dedicated to leveraging data in a smart way.

Bill Hunt, President, Back Azimuth Consulting

Nick Drabicky, Head of Bought Media, iProspect
David Freeman, Head of SEO, Havas Media

11:45am-12:45pm 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.

12:45pm-2:00pm Networking Lunch

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


Preaching to the Almost Converted: Smart Retargeting/Remarketing

Concepts of where retargeting sits in display: done correctly, retargeting is one of the most powerful tools we have. However, it's also one of the most misunderstood. If you're cookie-ing all site visitors and showing your entire retargeting audience the same ad, all day and every day, all you're really doing is annoying your audience. You have a chance to get back in front of someone who left your site for some reason—why waste it?

In this session, attendees will learn:

  • Concepts of where retargeting sits in display
  • Levers to use it intelligently
  • Remarketing providers and their strengths
  • Metrics of success
  • Examples from working with remarketing providers - google, struq, criteo...

You'll also find out why it makes sense to target visitors who did convert and what messaging to use.

Jon Myers, VP & Managing Director EMEA, Marin Software

Guy Levine, CEO, Return On Digital
Sri Sharma, Founder and Managing Director, Net Media Planet


Next Generation Site Architecture: Maximising Usability & Findability

Your website's architecture is fundamental to long-term marketing success, as all your marketing and conversion efforts are built on it. How do you successfully combine information and technical architectures to meet current and future challenges? This session will show you how to design and deploy a next-generation site architecture that maximises your chances of findability and usability.

Attend this session to obtain best practices for sites that must work:

  • in mobile, tablet, and desktop environments;
  • across multiple languages; and
  • with faceted navigation, infinite scroll or pagination, or duplicate content.

Mike Grehan, CMO & Managing Director, Acronym

Maile Ohye, Developer Programs Tech Lead, Google USA
Alan Perkins, Head of Search Marketing, SilverDisc Limited

Integrated Track sponsored by Trusted Proxies

Game, Set, ROI: Developing an Effective Search & Social Strategy

This session will explore the evolution of social search campaigns since 2010, before social search was even a buzzword. You will receive a detailed explanation of current tests being rolled out for blue chip clients, which will allow you to apply your own robust testing to see if social search can help improve your online KPIs. You will learn how client organisations and digital agencies need to evolve to truly deliver social search in 2014 and beyond.

Bas van den Beld, Owner & Founder,

Nick Beck, Managing Director, Tug
Jonathan Beeston, Director, New Product Innovation, Adobe

3:00pm-3:15pm Networking Break

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


Paid Search Analytics & Multi-Touch Attribution Analysis

Google Analytics and Google AdWords are a match made in heaven. Using them together, you can access a world of data to greatly improve your marketing campaigns. Gain insight into the analysis reports that can help you evaluate your paid search campaigns and their interaction with other digital channels.

In this session, you will learn how to:

  • Avoid a data minefield by knowing exactly what reports to use in AdWords and Analytics.
  • Utilise Dashboards to visualise marketing campaign data quickly and efficiently.
  • Create Custom Reports within the Google Analytics interface and come to grips with dimensions and metrics.
  • Set up Conversion Tracking in AdWords to capitalise on conversion data.
  • Understand how Google Analytics attributes conversion data to different channels.
  • Use Multi-Channel Funnels and Attribution Modelling Reports.
  • Deploy AdWords Remarketing Tags via Google Tag Manager.
  • Leverage the new Demographics Reports in Google Analytics.

Jon Myers, VP & Managing Director EMEA, Marin Software

Yehoshua Coren, Founder & Principal, Analytics Ninja LLC
Samantha Noble, Marketing Director, Koozai


Google Changes A lot! Hummingbird, Not Provided, Enhanced Campaigns: The Update

This session covers the recent Hummingbird update and how this affects content strategy. Attend this session to gain an understanding of:

  • How brands can use their existing customer segmentation data alongside a persona focused content strategy to drive increases in SEO traffic.
  • How to write for customers, not keywords.
  • How to use demographics to drive content strategy.

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

Tim Grice, Head of Search, Branded3
Crispin Sheridan, Senior Director, Digital Scale, Integrated Digital, SAP
Ralph Tegtmeier, aka, Fantomaster

Integrated Track sponsored by Trusted Proxies

SEM Power Tools Set: SEO & PPC

The past 12 months have seen massive changes in both SEO and PPC strategies in a post-Hummingbird, post-Panda and post-Enhanced campaigns world. In this session, our experts will walk you through the most practical tools you would need to succeed in your search marketing efforts whether it be SEO or PPC. This panel will look beyond keywords and explore more in-depth into tools that can help you succeed as you manage your on-going SEO and PPC campaigns.

Luke Smith, Founder & Commercial Director, Croud

Jasmin Ahrens, Director, International Digital Acquisition, American Express
Richard Baxter, Founder and Director, SEOGadget

4:15pm-4:30pm Session Interval

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


Your PPC Master Plan: Putting it All Together

When you have a small PPC budget and need to demonstrate that the results are incremental in order to grow that budget, things can be tough. Deciding where to focus your efforts to enable the best results while making sure it's not cannibalising other activity is a real challenge. How do you know where to spend your money for the greatest impact? Even if your budgets are less limited, it can be tricky finding those additional opportunities that can help your campaigns stand out. From this session you'll learn how to:

  • Find the gaps in your combined SEM strategy so you can support your SEO via PPC
  • How to find the right audiences to target so you can get the highest possible return on your spend
  • Tips on how to analyse your overall results to show the incremental value of PPC

Guy Levine, CEO, Return On Digital

Colm Bracken, Head of Search Advertising, Microsoft UK
Arianne Donoghue, SEM & Social Media Manager, Mamas & Papas


World Class Local: Optimising Listings, Place Pages, and Beyond

Local search drives awareness, engagement, and purchase at the local level. Innovation in the five layers of local—data, algorithm, interface, transaction, and delivery—will continue to make the user's local experience much richer and immersive. The next generation of technology will give people more control over their experience.

Discover the strategies, tools, and tactics that will help you optimise your local presence. This session will cover:

  • Consistent and enhanced business listing data syndicated to the top directories, search engines, and Internet and mobile portals.
  • Optimising your local profiles on Google and Bing.
  • Relevant hyperlocal channels.
  • True local KPIs.
  • Future trends in local.

Jon Myers, VP & Managing Director EMEA, Marin Software

Gregg Stewart, President, North America, Geary LSF
Peter Young, Board Director & Director of Search Strategy and Social, MediaCom

Integrated Track sponsored by Trusted Proxies

Breaking Down the Borders: International SEM

Successful International search engine marketing requires much more than your everyday SEO and PPC. You'd fail if you take what you have for your home country, and just multiply it for other markets. This session covers some of the major challenges that you should take into account, when creating and managing the International SEO projects & PPC campaigns, and tips to overcome them.

  • Understanding the global market
  • Identifying the business opportunities
  • Barriers and Geo targeting
  • Keyword research
  • Global search work process organization including the content/ad localization
  • Corporate structure and handling the foreign markets

Kristjan Mar Hauksson, COO, SMFB Engine

Motoko Hunt, President, AJPR
Lisa Myers, CEO, Verve Search

5:30pm-6:30pm Networking Event

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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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

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+1 646-755-7255 or send an email to

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Silver Sponsors

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