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
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