One thing is certain about digital marketing: it is ever-changing. As digital marketers, we are constantly put through new quests to find effective and innovative solutions.
Once again, we are taking the challenge and narrowing the most pressing solutions into 40+ actionable sessions to make sure you walk away from Hero Conf London 2022 with everything you need to reach your desired campaign results.
Here are ten solutions you’ll be walking away with from Hero Conf London 2022.
Reporting and Analytics
1 – GA, but not as you know it. How to use GA4 to get the most out of your paid media strategies
GA4 is the biggest thing to happen in analytics in a decade! Despite the PR from GA about this ‘upgrade,’ it is not a carbon copy of Universal Analytics. It is a completely new model, and it will impact everything we do around reporting.
Every single website that uses GA is going to have to break from what they traditionally know about Universal Analytics and adapt, migrate and learn how to use the new platform.
But let’s face it, no one likes change, change is hard.
However, change also brings new opportunities and there are some things we can do in GA4 that will get you really excited.
Jill Quick, Analytics Consultant and Trainer at The Coloring In Department, will show you how to navigate your journey of using GA as you know it, to the new GA4 model, and how you can use GA4 to get more out of your paid media strategies.
2 – Five Google Tag Manager Must Have Chops for Advertisers
Google Tag Manager (GTM) is an incredibly powerful tool that allows advertisers to implement and customize tracking, all while bypassing the need for time-intensive development support.
With all the benefits that can be gained, having a basic knowledge and ability within GTM makes your life easier, increases the breadth of your ability as an advertiser, and means you can get the tracking you need to be implemented faster.
In this session led by Jon Quinton, Founder of Overdrive Digital, you’ll learn:
- How to get started with GTM
- What you can achieve with GTM
- Five GTM implementations you can action right away
3 – Create your own custom insights with custom columns
Custom columns just got a lot better and, in this session, you will get a better understanding of what’s changed and which possibilities were added that you can play with.
During this session, Koos Hoeijmakers, Head of SEA at Greenhouse, will show you practical examples of all the amazing things you can do with custom columns. You will also learn how to set them up and get the formulas that were used for said examples. The session will be split into different sections; budgets, targets, pacing, performance, and anomalies.
Bidding and Budgets
4 – Supercharge Your Lead Gen with Value-Based Bidding
Adopting proxy values for multiple conversions across all paid media channels can have a huge impact on your ads, not to mention showing clients where they get the best return on investment. Refine strategies, leverage automation, and supercharge results – Harriet Barter, Paid Media Director at Launch, will show you how in this session.
5 – How to move from ROAS to ROI
Sometimes, a lower ROAS is needed to achieve a higher profit. To make this presentation clear and actionable, Rob Watson, Founder & MD of Freewheeling, will break it down into three stages.
Firstly, he’ll make the case for moving from ROAS to ROI, sharing some recent results from the clients he worked with.
Secondly, he’ll dig into some specifics of the type of Business Intelligence that can be used in Google Ads accounts. This will get you thinking of the possibilities within your data.
Finally, he’ll wrap up with examples of how he has been able to implement this, with clear guidance so you can do the same.
6 – Proven CRO Wins in eCommerce That Aren’t A/B Tests
In this session, Luke Carthy, eCommerce Consultant at LukeCarthy.com, will talk about how he finds real opportunities to boost conversion and sales in the world of eCommerce for his clients.
Many believe that CRO is predominantly A/B testing. Although that’s a staple in CRO, there are so many more areas to find real conversion wins, improve UX and deliver sales growth.
What you’ll learn:
- How to customize everyday tools like Google Analytics and HotJar to narrow down on friction areas and CRO opportunities.
- Category pages vs. landing pages, what’s the best experience to drive more sales?
- How do you optimize them to improve conversion?
7- More bang for your buck: Determining the Incrementality of your activity
With the rise in DDA modeling and a greater focus on holistic attribution, we have seen digital marketing take great leaps in improving the way we attribute value to our different media channels and determine optimal investment across them.
However, there are gaps in the ability of any digital platform to accurately and fully understand the impact of our media investment across all channels. This is where incrementality testing comes in. When done effectively, incrementality testing can help you decide where to more effectively drive revenue uplift, and help make savings where conversions would have occurred anyway without additional media input.
In this presentation led by Orla McQuaid, Strategy Director at Brainlabs, you will learn:
- A clear idea of what incrementality is and the value it can add to your marketing modeling.
- The best practice of how to use different testing types to prove incrementality in lower-funnel/performance marketing channels to prevent over-valuation of them.
- How to take results from these tests and factor them into your digital marketing attribution model.
8 – How you can use Google to play Amazon (and vice versa)
There’s no denying that Amazon is the key player when it comes to eCommerce, but Google is a close second. At the moment, people see them as polar opposites but they are two sides of the same coin, what makes them different? Data!
Data and search are pretty much the big topics everyone is talking about. What Dan Saunders (eCommerce Channel Manager at Stanley Black and Decker) has noticed whilst working with clients and agencies, is that by not knowing what to do with their data, it’s costing the company a small fortune. Not just loss of potential new revenue and customers, but also lost revenue on acquiring data and not understanding what they should be doing with it.
Dan’s talk will be the step-by-step actions he takes with his clients to make sure all their marketing from TV, radio, search and email are all feeding into each other, and how you can use them in Google against Amazon and Visa versa! He’ll also break down how data should feed all aspects of eCommerce.
Three key learnings will be:
- Using Google and Amazon against each other.
- Where to get this data.
- Use this to build your brand and drive customer acquisition.
9 – How to couple data science with performance creative to transform your customer acquisition
2022 could be the last year that Third-party, cookie-based tracking technologies deliver the sweet ROI that digital marketers have grown so accustomed to. Even if it’s not, acquisition marketers must act now to gain deeper insights into their prospects earlier in the journey and to leverage the mountains of data in their tech stacks.
Here are three key learnings you’ll get from this session led by Paris Childress, Founder & CEO of Hop Online:
- The performance marketer’s new must-have skills in a post-third party cookie digital marketing landscape.
- Ways to identify and feed first-party data into digital ad platforms like Google and Facebook for outsized ROAS.
- A new approach to high-volume creative production and testing that’s better aligned with performance marketing (and won’t break the bank).
10- Multi-channel Digital Marketing Strategy for E-Commerce
In the upcoming cookieless era and in the age of adblockers, decreasing CTRs and conversion rates, expecting high ROAS, and low COCA from direct last-click conversions has become wishful thinking without a full-funnel multichannel marketing strategy.
For e-commerce especially, it is really important to realize how each channel interacts with the others and what is its role in the overall digital marketing strategy. In this session, Raluca Radu, Managing Partner at MTH Digital, will show you:
- How to identify the Buyer Persona profiles we are targeting in our digital marketing campaigns.
- How to do your market research on the competitive landscape using digital research tools in order to identify our main SWOT points, USPs, and key communication messages for the best results.
- How to identify the right digital marketing channel mix.
- Tactics for each PPC Marketing channel.
- Tips for budgeting and KPIs for each channel.
Get ahead of your competition and join us at Hero Conf London 2022 for two full days of in-depth training on these and many more pressing digital marketing developments.
Make sure to check out our agenda which includes more details on other sessions happening at the conference.