SES London 2014

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

SES London 2014 - Day 3 Conference Agenda

Thursday, 13 February

8:30am-3:30pm Registration
8:30am-9:15am Morning Coffee
9:15am-10:15am Morning Keynote

Joining the Dots: Maximising Marketing Returns in a Socially Connected World

Nick BurcherConsumers can now create, consume and converse and the complexity of media that now sees multiple channels accessed through multiple devices has created major challenges for today's marketing and advertising professionals. Nick Burcher, Head of Social for MediaCom across Europe, Middle East and Africa, literally wrote the book on Paid Owned Earned and in this session he will look at the different elements of POE, focusing on how they can be best programmed to work together for now and the future.

Nick Burcher, Head of Social Media, EMEA, MediaCom

10:15am-10:30am Session Interval

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


Ad Optimisation in Multi-Channel Digital Advertising

In a multi-channel environment, what are the challenges faced by marketers who have disparate data sources and difficulties in separating causation and correlation? Once these challenges are understood, it is essential to set the right performance metric to measure success.

Learn how to get the most out of ad testing and optimisation. This session will focus on methods of optimisation and distribution as well as pitfalls to avoid.

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

Sam Fenton-Elstone, Head of Media, iCrossing UK
Jon Myers, VP & Managing Director EMEA, Marin Software


Assess. Diagnose. Fix: How to Become a Leading SEO Mechanic

Becoming an SEO mechanic means understanding how to analyse organic data to perceive inefficiencies and problems in your SEO campaign. Beyond the assessment phase, you need to know how to quickly utilise the appropriate tools to discover what caused the organic exposure breakdown and what is needed to get your online visibility up and running again.

Whether an issue arises from indexation, crawling inefficiencies, design issues, or over-optimisation, you need to possess a diagnostic mindset to fix your SEO problems. Attend this session to learn:

  • Which areas of analytics are powerful eye-openers for portraying SEO issues.
  • Which tools work best for diagnosing SEO issues quickly.
  • What causes common SEO issues and how to remedy them.
  • How to create effective reporting to help monitor performance.

Kristjan Mar Hauksson, COO, SMFB Engine

Andre Alpar, Partner, AKM3 GmbH
David Naylor, SEO, Bronco

Business Intelligence

Tracking the Untrackable with Google Analytics

Universal Analytics, the new version of Google Analytics, has greatly improved the measurement capabilities of the world's most popular digital analytics platform. This session will present advanced Google Analytics implementation techniques, including the use of Measurement Protocol to send offline data to Google Analytics.

Most SEOs tend to pull data from accounts that are set up incorrectly. Learn how to set up Google Analytics correctly, how to get the best out of it to measure search engine strategies (SES), and which reports inform SES.

This session will cover:

  • How to audit your Google Analytics account.
  • Common reporting errors.
  • How Universal Analytics makes life simpler.
  • How to track the untrackable.

Using practical examples, it will demonstrate how a strategic look at the overall objectives of a business can be translated into a digital measurement framework that answers business questions and increases revenue.

James Murray, Digital Insight Manager, Experian Marketing Services

Yehoshua Coren, Founder & Principal, Analytics Ninja LLC
Nikki Rae, Managing Director, Future Insights Analytics

11:30am-11:45am Session Interval

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


Breathing New Life into Your Email Campaign

Email marketing in the world of smart marketing and soaring consumer expectations is tricky. However, the proliferation of mobile devices presents an opportunity to dramatically extend the value of email for delivering contextually relevant communications. How can you seamlessly use your email marketing programme in conjunction with other channels, including mobile?

Attend this session to learn how to:

  • Use email as a business tool within the current landscape of digital marketing.
  • Integrate social, mobile, and email.
  • Improve overnight through some quick tips.
  • Engage consumers by adding more personality into the copy and design of your emails.

Rosie Perkins, Marketing Manager, Incisive Media

Kelvin Newman, Managing Director, Brighton SEO
Philip Storey, Global Head of Strategic Services, Lyris


Driving Business Value with a Social and Content Master Plan

How do you balance your social presence as a publisher? Find out how to use social to present different types of content on different platforms to the right audience at the right time.

In this session, you will learn:

  • How to understand whom you are targeting.
  • How to socialize to the right audience.
  • How to make sure that your social and content reaches the right audience.
  • How State of Digital uses social to engage the right audience at the right time.

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

Heather Robinson, Internet Marketing Consultant & Trainer, Skittish
Bas van den Beld, Owner & Founder,

Business Intelligence

Social Media and the C-Suite: Building a Compelling Business Case

Social media conversations are happening about your company and executive brand right now. If you are not monitoring what is being said and responding appropriately, your organisation and your C-suite could suffer a bad online reputation. Sales are directly affected by social media and engaging over the right channels can increase sales while choosing the wrong ones won't benefit the oranization at all.

You know that you need to be present and leading positive, insightful conversations in social. Learn to combat the fear and resistance of your executive leadership, as well as mproving their image, the corporate image and sales in B2B or B2C marketplaces. In this session, you will discover unique research and insight in to:

  • How social connections drive purchasing decisions.
  • How audience segmentation aids market research and activation.
  • How verticals differ in use and penetration of social.
  • What research shows the US and UK numbers are for conversions to purchase, conversation, recommend, etc.
  • How to measure customer service savings and sales growth.
  • How to build the case for investment in both talent and budget.
  • How to measure brand penetration and awareness through social.

Madeline Bennett, Editor, V3, The Inquirer

Judith Lewis, Founder, deCabbit Consultancy
Jon Quinton, Agency Director,

12:45pm-1:45pm Networking Lunch

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


Spy vs Spy: Competitive Analysis

This session will demonstrate how search intelligence provides the insight and market overview you need to be competitive within most industries and sub-industries in search marketing. It will introduce a new metric, the Visibility Score, and explain how it's the only objective metric for comparing performance.

Learn how to use search intelligence consciously, for both paid search and SEO, instead of just shooting in the dark. Key takeaways will include:

  • How to get a complete and instant picture of a company's competitive landscape, including market leaders and newcomers.
  • How to measure a Visibility Score, and which tool can be used for a complete competitive analysis.
  • How to use your full potential, move as fast as your competitors, and generate revenue.
  • How much your competitors are spending on AdWords and how much you should spend.
  • How to look at factors such as mobile share, blended rank, and page factors (after secure search).
  • How to use the new metrics after Google's move to 100% secure search, and how to focus on page and content metrics.

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

Mark Mitchell, Director of Client Services, EMEA, BrightEdge
Jacob Hagemann, Founder, Hoosh Technology SA


Growing Your Business With Winning Mobile Strategies

Savvy professionals understand the increasing importance of mobile. But it's not always clear what to do about it - or how to make sure a mobile strategy complements the web. In this session, learn about the best ways to extend your success on the web to include mobile all without disrupting the user experience. You'll learn how to increase user login and registration velocity, drive more app downloads (even for people who find you on the web), and engage users across multiple platforms and devices. Hear examples from successful publishers who have grown their business using these tactics, and take away strategies for growing your own business on any platform. Topics covered include:

  • Advantages of cross-device sign-on
  • How to push app installs remotely
  • Automating scheduling and subscriptions
  • Helping users share favorite apps with close contacts

Dixon Jones, Marketing Director, Majestic SEO

Matt Brown, Head of Earned Media, Unique Digital
Ade Oshineye, Senior Developer Advocate, Google

Business Intelligence

Data-Led Decisions: Online B2B Marketing

One of the big focuses for online marketing has always been, "how do we take the data we receive and use this to make data-driven decisions?" This includes decisions on where to invest our budgets, what channels to use, how to measure the impact on our activity on the company's bottom line. It is integral to your strategy that you are making decisions based on the right data, and one key area is Influenced and Assisted attribution.

Attendees will learn:

  • How data can drive decisions
  • Differences between attribution models and how to measure them
  • How different online channels like SEM impact SEO and Typed Bookmarked
  • How Salesforce used Influenced and Assisted attribution to define core business activity

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

Jacinta Walker, Head of Online Marketing, EMEA, Salesforce

2:45pm-3:00pm Session Interval

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


4 Steps to Building an Integrated Marketing Campaign

Digital marketing can no longer operate in silos - there are so many synergies and efficiencies in delivering an integrated strategy that in order to achieve the best results it's essential to get everyone on the same page.

Attend this session to learn:

  • How to integrate search, social/PR and content with analytics, affiliate and display across digital.
  • To make budgets flexible across multi-channel strategies in order to be agile and spend where it works best.
  • How to centralise your marketing strategy to get things done more efficiently across channels, with a greater focus on the bigger picture of what success looks like.

Judith Lewis, Founder, deCabbit Consultancy

Kevin Gibbons, UK Managing Director, BlueGlass Interactive
Ross Tavendale, SEO Team Leader, Digitas LBi


Filthy Linking Rich: Driving the Right Traffic to your Site

Link building is a core component of SEO. You still need links in order to rank well and drive targeted traffic. This session will cover how links currently influence the algorithms, and will show you how to build links through social media and content generation. It will also address:

  • Free and paid linking tools.
  • Issues that may affect how your pages rank.
  • Foundational, media, and universal link-building tactics

Matt Roberts, VP of Product, Linkdex

Kristjan Mar Hauksson, COO, SMFB Engine
Paul Madden, Operations Director, LinkRisk

Business Intelligence

Landing Page Optimisation: Test, Analyse, Execute

Attend this session to learn the process for effective landing page optimisation. You will gain a better understanding of how to effectively increase your landing pages' conversion rates, using examples of both good and bad landing pages.

Key takeaways:

  • How to leverage qualitative and quantitative insight
  • How to prioritise testing ideas
  • How to create a landing page that converts.
  • Using a case study from Conversion Factory, attendees will hear a step-by-step process of how to increase conversion rates.

Jon Myers, VP & Managing Director EMEA, Marin Software

Stephen Pavlovich, CEO, Conversion Factory
Russell Sutton, Managing Director, Webexpectations and ConversionWorks

4:00pm-5:00pm Conference Wrap-Up

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 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

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Sponsorship/Exhibiting Opportunities:
Please contact our Sales Department. You may also email or call Madelyn Sminkey +1 646-755-7253.

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