How to Increase Confidence, Take Risks and Get More Done
Creative risk is a central pillar to successful marketing campaigns and believing in yourself, and your ideas, is essential to this. As well as being able to confidently express yourself, your worth and your ideas. In this practical and inspiring talk you will learn:
- How to regulate nerves before pitches, meetings and calls
- Practical ways to believe in yourself and your skills
- Increase buy-in and engagement when presenting to clients or stakeholders
Kirsty Hulse
Roar Training
Porter Tun
Sam Tomlinson
Warschawski
The Art & Science of PPC Account Structures
CPCs and CACs are spiking across the board, while advertising giants like Google, Facebook & Microsoft are implementing more targeting options and automation while simultaneously removing many of the controls marketers have historically used to prevent wasted spend. This reality is a perfect storm that is will result in most marketers spending more and getting a LOT less.
Given this reality (and the relentless march toward more automation), having a deep understanding of account structures – and how to leverage them to achieve your goals – has never been more important. In this session, we’ll dive deep into the essential account and targeting structures + how they can be used to prevent automation from running wild.
- Understand the common SEM account structures (alpha/beta, SKAG/STAG, Cascade, etc.) – as well as the benefits and limitations of each
- Learn how to overlay new targeting data + options onto existing account structures to create robust, intent-driven campaigns
- Understand how different account & targeting structures impact various automated strategies and learn how to use scripts and rules to enable your campaigns to evolve while not running wild.
Sam Tomlinson
Warschawski
Upper Sugar
Macy Edwards
ClickThrough Marketing
How to Use Technology to Combat the Dawn of Cookieless Advertising
Macy’s talk will be looking at the potential impact of losing third party cookies across all web browsers, and how advertisers can mitigate the loss of valuable data using technology and adapting their data collection practices. She’ll be sharing insight into how companies are already future-proofing their data collection approach, and why taking ownership of consumer data doesn’t need to be daunting.
Attendees will leave Macy’s talk knowing;
- What the potential impact of losing third party cookies will be.
- What technology providers are doing to combat this.
- How they can harness first-party data to mitigate this loss.
Macy Edwards
ClickThrough Marketing
Queen Charlotte
Sarah Clarke
ClickThrough Marketing
How to Build Team Relationships and Foster Confidence in a Hybrid Working Model
Sarah’s talk focuses on career growth and how to foster inclusive, friendly environments in hybrid working models. She’ll discuss transitioning current employees to hybrid working, supporting those who are new to digital, and what companies must focus on during recruitment to maintain a positive environment when onboarding new staff.
Attendees will learn;
- How to implement changes to foster a positive work environment, even through computer screens.
- What they can do to make team catch ups more engaging and useful.
- What line managers must look for in remote workers and how to assess culture fit in video interviews.
Sarah Clarke
ClickThrough Marketing
Smeaton 2
Stewart Boutcher
Beacon
Ad Fraud: Your Hidden Enemy & How to Beat It
It’s estimated that global losses to click fraud on digital ads will be over $50 billion a year by 2025. In this session you will learn what ad fraud really is, how it affects not only digital ads, but also has an impact across all related digital marketing activities. You will walk away from this session with clarity about how you can measure the impact of ad fraud, what to look out for, and with several key takeaways about what you can change to reduce the impact on your activities.
Stewart Boutcher
Beacon
Porter Tun
Amy Hopper
Amy Hopper
Triumph Over Adversity: How to Achieve Growth and Success Through Your Challenges
One year after founding her PPC agency, Amy was hit by a car and lost the use of her legs. Despite permanently damaging her spine suffering with PTSD, chronic pain, and undergoing spinal fusion surgery, she grew her agency to win multiple national awards. In 2021 Amy sold AM Marketing and travelled solo around Europe for 2 months, hiking over 600km. If you want to learn how to overcome challenges, set and achieve your goals, think positively in difficult times and look after your mental health, this is the talk for you!
Amy Hopper
Amy Hopper
Upper Sugar
Csilla Borsos
Creatopy
TikTok Ads vs Instagram Reels Ads - Who Takes It All?
Making use of the rivalry between TikTok Ads and Instagram Reels Ads, we will present two experiments we launched on these platforms. TikTok has gained huge popularity so we wanted to be among the firsts to test what this platform can bring us in terms of advertising, as well as Instagram Reels Ads.
During this session you will gain data about:
– what we learned from these experiments
– how a product video performed on these platforms compared to a native one
– what the costs were for various metrics on these platforms
– how to use these advertising platforms according to your marketing plans
Csilla Borsos
Creatopy
Queen Charlotte
Mike Ryan & Irene Ehrengruber
Smarter Ecommerce
Demystifying Google Shopping: Uncover Buying Patterns and Optimize for Profit
No matter your attribution model, Google Shopping has an inherent chaos in it: the clicked vs. bought dilemma, an effect of the consumer journey sometimes called “the messy middle”. This brings blurriness to optimization, which is compounded by widespread use of ROAS as a loose proxy for profit.
Tracking and optimizing based on order profit instead of revenue allows you to both capture valuable consumer insight and get to the true business value of the channel. This way, you can turn the chaos of clicked vs. bought into a new intelligence source for your broader marketing efforts.
In this talk you will learn:
- a practical framework for implementing profit tracking via Google Analytics
- how to visualize and use order data to discover order openers, frequent item sets, and replacement products
- more advanced profit modeling concepts including customer lifetime value
Mike Ryan & Irene Ehrengruber
Smarter Ecommerce
Smeaton 2
Orla McQuaid
Brainlabs Digital
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, you will learn
- A clear idea of what incrementality is and the value understanding 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
Orla McQuaid
Brainlabs Digital
Porter Tun
Jill Quick
The Coloring in Dept.
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 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.
Join Jill for this session where you will look at 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.
Jill Quick
The Coloring in Dept.
Upper Sugar
Dan Saunders
Stanley Black and Decker
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 I see everyone talking about. What I’ve noticed with a lot people (clients and a lot of 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/ customer but also lost revenue on acquiring data and not understanding what they should be doing with it.
My talk will be the step by step actions I take with my 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! I’ll also breaking down HOW data should feed all aspects of ecommerce.
Three key learnings:
- Using Google and Amazon against each other
- Where to get this Data
- Using this to build your brand and drive customer acquisition
Dan Saunders
Stanley Black and Decker
Queen Charlotte
Inderpaul Rai
ufurnish.com
Adtech & PPC tool adoption - how to bring order to chaos
This session will provide guidance on how to best set up for success for identifying the type of tech you need in a business & selecting the best vendor to achieve your goals. Ensuring usage remains high 6 months down the line and the tool isn’t forgotten about!
Inderpaul Rai
ufurnish.com
Smeaton 2
Claire Stanley-Manock
connective3
How to Cheat Meta Into Giving you Cheaper CPMs
Although built on the same foundations of audiences and creative, Meta’s best practises have changed almost beyond recognition from what they were a year ago, thanks to Apple’s ATT updates. Many advertisers are seeing trends lines of CPMs, CPCs, CPAs and ROAS moving significantly in the wrong direction and year on year comparisons just aren’t possible (yet). However there are factors and optimisation techniques that can turn trendlines around and move stats into the green again. In this session you will learn what’s working right now in Meta campaigns and come away with practical actions you can implement right now.
Claire Stanley-Manock
connective3
Porter Tun
Azeem Ahmad
Azeem Digital
Proving the Value of PPC Into Your Overall Marketing Strategy
In this session, you will learn the value of PPC and where it fits into an overall marketing strategy. Too often, PPC is seen as expensive and inefficient. These are often common misconceptions from those who are generally single channel minded, or haven’t explored PPC in depth. In this talk, Azeem will demonstrate how to begin to accurately place PPC into an overall marketing strategy.
You’ll learn how to overcome common objections about the channel, how to respond to views around investing less into PPC, and become more confident at addressing misconceptions about the channel – to improve your overall marketing strategies.
Azeem Ahmad
Azeem Digital
Upper Sugar
Jon Quinton
Overdrive Digital
5 Google Tag Manager Must Have Chops for Advertisers
Google Tag Manager (GTM) is an incredibly powerful tool that allows advertisers to implement and customise tracking, all whilst 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 implemented faster.
What you’ll learn:
- How to get started with GTM
- What you can achieve with GTM
- 5 GTM implementations you can action right away
Jon Quinton
Overdrive Digital
Queen Charlotte
Elizabeth Clark
Dream Agility
Google Shopping - There Must be Cheaper Ways to Acquire Customers?
Smart V’s Traditional, both work but both require very different strategies. My Generator, was so successful they bought their biggest rival. A true David and Goliath story, where their traditional shopping campaign ended up taking Goliaths defeated Smart offering, then scaling the ROAS by a factor of 700%.
Red Dress are a US fashion house, but like other fashion retailers, had seen the likes of Shein storm the market. Fashion ROAS are getting harder to achieve but visual AI applied to the feed, saw it morph into a Smart/Traditional hybrid, achieving +107% ROAS, +52% Revenue and -27% cost reduction.
In this session you will learn how to:
- Decide whether to use Smart, Traditional or Hybrid Shopping
- Spot opportunities in your product feed for increased in Sales
- Find the 10% of potential sales hiding in clear sight that everyone misses
Elizabeth Clark
Dream Agility
Smeaton 2
Marcel Smal
Roots Network
How to Solve An Age Old SEO-SEA Issue: How Much Should We Invest In Our Branded Keywords?
Branded keywords are always a hot topic between SEO and SEA. Advertising leads to cannibalization on free organic rankings, but if we don’t, we might lose valuable click share.
In this session I will share a unique approach, to pay exactly what each branded click is worth for Search as a whole. I will explain:
· How to group your branded keywords based on incremental performance
· How to calculate the right target for your branded keywords
· How to set up solid incrementality experiments for your branded keywords
· How to deal with other branded factors like resellers and news articles
Marcel Smal
Roots Network
Porter Tun
Paris Childress
Hop Online
How to Couple Data Science with Performance Creative to Transform Your Customer Acquisition
2022 could be the last year that 3rd 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 3 key learnings you’ll get:
- The performance marketer’s new must-have skills in a post-3rd party cookie digital marketing landscape.
- Ways to identify and feed 1st 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).
Paris Childress
Hop Online
Upper Sugar
Hillary Gillis
Outshine
Google's Shiny New Object: Performance Max
Google’s newest catch-all campaign type—Performance Max—has elements of its predecessors, Smart Campaigns and Discovery, but is the first of its kind to also include Google’s marquee function, Search.
In this session, you’ll learn how to best utilize this new, far-reaching format (e.g. folding into existing remarketing tactics), and when to avoid it (e.g. if your client is particularly concerned with granular placement reporting). Come to this session to find out how to best leverage this emerging campaign type to unlock new prospects and yield a greater return on investment for your clients.
Hillary Gillis
Outshine
Queen Charlotte
Liam Wade
Impression
Don't stop me now! Why will some e-commerce advertisers fail at paid media in the next year, and how can you capture their market share?
It’s hard for retailers and brands in the current climate. But as another competitor sadly bites the dust, they leave behind opportunities to capture market share. In this fast-paced talk, you’ll learn actionable paid media strategies to increase market share and stave off competitors, with genuine case studies! You will leave the session with: The data-backed reasons why retailers and brands are becoming squeezed How to better leverage your own data to outperform the competition How to strategically invest in brand-led activity across multiple channels How to set growth-focused targets without hindering current ROI BONUS hands-on paid media tips to implement in your accounts today.
Liam Wade
Impression
Smeaton 2
Pete Watson-Wailes
Tough & Competent
The Art and Science of Creative Persuasion
Marketers love a good theory based on common sense and insight. But we also have a history of not robustly testing ideas, instead relying on industry myths and half-truths. Marketing science has begun to change that, with process grounded in research and testing to create better strategic thinking.
I’ll be show how creativity influences people, unpacking the three most common myths in marketing, outlining five KPIs teams should always track, and how to conduct research which drives lasting growth.
The three biggest takeaways are:
1. How to conduct proper research for marketing purposes
2. How research fits in with setting strategy
3. How to avoid wonky thinking in creative work
Pete Watson-Wailes
Tough & Competent
Join Daniel Gilbert and Timothy Armoo for an inspiring fireside discussion.
The pair will share their experiences running successful agencies, their thoughts on mindset, their goals and aspirations, their thoughts on career development and finally their predictions for the future of digital marketing.
Dan Gilbert
Brainlabs
Timothy Armoo
Fanbytes by Brainlabs
Bounce is the ultimate ping pong experience in London! This venues has classic ping pong to shuffleboard. Join us for a fun night out with your fellow Hero Conf attendees! The event is open to conference attendees only.
As PPC marketers, we’re used to working at internet speed, dealing with hundreds of changes from the ad engines every year, forcing us to recalibrate how we deliver performance. But since we saw each other at the last HeroConf, that pace of change has only accelerated because the pandemic-driven new normal demanded it. So doing things virtually became a necessity, and even the slowest adopters had to join the world of digital natives and start working, playing, and buying online.
What it takes to be the best digital marketer has changed along with everything else. Learn how today’s modern marketer is different from the marketers we networked with at HeroConf before the world changed two years ago.
Frederick Vallaeys
Optmyzr
Porter Tun
Gianluca Binelli
Booster Box
"Measuring is easy", said no one ever
We all know – Measurement is getting complicated, especially when we talk about multi-touch attribution. But don’t worry, we are here to tell you about our incrementality survival guide! The tools marketers need to manoeuvre through the changing landscape of measurement and correctly allocate their budget.
Gianluca Binelli
Booster Box
Upper Sugar
Arianne Donoghue
WYK Digital
Unlocking the Potential of Neurodiversity in your Business
As an industry we’ve made real steps forward when it comes to diversity, but as always there’s more to do – especially when it comes to neurodiversity – those of us who are wired differently and literally experience the world in unique ways every day. Including dyslexia, ADHD and autism spectrum disorder there’s so many misconceptions about what neurodiversity is and how businesses can adapt to it. If we enable people to bring their true selves to work and we can unleash the value of these diverse perspectives, there’s so much more we can achieve! In this session you’ll learn:
– About the most common kinds of neurodiversity and how they manifest
– The hidden superpowers neurodiversity can bring to your business
– How your business can help the neurodiverse thrive
Arianne Donoghue
WYK Digital
Queen Charlotte
Koos Hoeijmakers
Greenhouse
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 what’s changed and which possibilities were added that you can play with.
During the session you will get practical examples of all the amazing things you can do with custom columns. You will learn to set them up and will get the formulas that are used for the example in the session. The session will be split in different sections such as budgets, targets, pacing, performance and anomalies.
Koos Hoeijmakers
Greenhouse
Smeaton 2
Ayat Shukairy
Invesp
Tested to Death: When AB tests no Longer Move the Needle
Most marketers have abused AB testing. They test every webpage on their site to death. However, they are still stuck with low conversion rates. Why? Because increasing conversion rates was never about A/B testing.
Attendees will learn:
1. Why do most AB tests fail?
2. What is template tweaking: when should you use it and when you should avoid it?
3. The hierarchy of conversion: understanding the different types of items that impact your website conversion rates
4. Re-thinking your approach to conversion optimization to generate real increases in conversion
Ayat Shukairy
Invesp
Porter Tun
Becky Simms
Reflect Digital
A touch of BS to Supercharge Your Paid Media Campaigns
No, not that kind of BS! Behavioural Science – obviously!
In this talk, Becky will take you through some tried and tested behavioural science techniques that have delivered outstanding results. Covering the theory and then how to put the techniques into practise.
If you are looking for ideas to refresh your campaigns or to try something different, this is the session for you.
Becky Simms
Reflect Digital
Upper Sugar
Gemma Russell
Fountain Partnership
The Unsexy, yet Crucial Side of PPC: Measurement & Tracking
Understanding how to deploy automation, AI, tools & tech is the recipe for PPC success. However, it’s only as good as the data you put into it. How much do you interrogate what goals are being measured, and how important they are to your business? In this session you will learn: How to determine if your company’s measurement & tracking is robust and where the gaps are, how to prioritise this list and some top tips to get your teams excited about PPC measurement.
Gemma Russell
Fountain Partnership
Queen Charlotte
Anna Corbett
Base Creative
GTM event tracking for GA4
Still getting to grips with GA4 and looking for practical, actionable guidance? This talk will help you implement GA4’s event tracking, including an example GTM setup. You will learn how to make the most of GA4’s new event capabilities, how to migrate your old events and goals into GA4’s new setup, and how to use these new events to create the perfect audiences for your Google Ads.
Anna Corbett
Base Creative
Smeaton 2
Raluca Radu
MTH Digital
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 you will learn:
- How to identify the Buyer Persona profiles we are targeting in our digital marketing campaigns
- How to do do your market research on the competitive landscape using digital research tools in order to identify our main SWOT points and our USPs and key communication messages for 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
Raluca Radu
MTH Digital
Porter Tun
Venya Wijegoonewardene
Brainlabs
The Traditional Rules for Brand-Building - Alive or Defunct?
A head to head debate on the rules of building brands, led by two of Brainlabs’ leading strategic brains, Hayati Alaluf, Strategy Partner and Tom Sweeney, Head of Creative Strategy and moderated by Venya Wijegoonewardene, SVP Strategy and Planning. Here, we will put forward two perspectives: are the old rules of brand-building dead? Have disruptive D2C brands built on social media, proof that the playing field has been levelled and the rule-book has been torn up. Or, have we just proven time and again, that the tried and tested rules of brand-building as posited by Byron Sharp, Binet & Field and many other industry gurus, still hold true despite all the disruption? We will hear from both sides on what and why the believe, case studies of brands that have proven both schools of thoughts. Will you leave the session, convinced that the ‘rules’ aren’t meant to be broken, or will you be rushing to set up your own D2C brand on Instagram?
Venya Wijegoonewardene
Brainlabs
Upper Sugar
Rob Watson
Freewheeling
How to Move From ROAS to ROI
Sometimes, a lower ROAS is needed to achieve a higher profit. To make my presentation clear and actionable, it will be broken into 3 stages. Firstly, I’ll make the case for moving from ROAS to ROI – sharing some recent results from the clients I work with. Secondly, I’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, I’ll wrap up with examples of how I’ve been able to implement this, with clear guidance so you can do the same.
Rob Watson
Freewheeling
Queen Charlotte
Smeaton 2
Paul Rogers and Bethan Rainford
Vervaunt
Optimising Broader eCommerce Areas to Maximise Paid Return
In this session, you will learn how to optimise your eCommerce activity to make the most of paid traffic, covering user experience, CRM and data. We will cover overall trends across eCommerce technologies and how they impact paid media, how paid teams can benefit from eCommerce reporting and data, and how to optimise your landing page experience for conversions. We will walk through best practice and key trends, as well as showcasing examples for inspiration.
Paul Rogers and Bethan Rainford
Vervaunt
Porter Tun
Luke Carthy
https://lukecarthy.com/
Proven CRO Wins in eCommerce That Aren't A/B Tests
In this session, Luke talks 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 customise everyday tools like Google Analytics and HotJar to narrow down on friction areas and CRO opportunities
- Category pages vs landing pages, what’s best experience to drive more sales?
- Speaking of category pages, how do you optimise them to improve conversion?
Luke Carthy
https://lukecarthy.com/
Upper Sugar
Anders Hjorth & Frederic Clement
Innovell & Lengow
How to Win in Retail Media
After winning in search and social media, e-merchants and agencies are now facing the rise of retail media. A new challenge and a new set of opportunities providing first-mover advantages, increasing competition and its own set of practices and techniques to master.
In this session we present the retail media landscape and its ad platforms. We deep dive into winning strategies on Amazon and local European marketplaces based on joint research from Innovell and Lengow.
In this session you will learn:
– What the drivers of “retail media” are
– What Amazon and other marketplaces have in stock for marketers in 2022
– If and how you should position retail media in your PPC strategy
Anders Hjorth & Frederic Clement
Innovell & Lengow
Queen Charlotte
Sophie Logan
Victress Digital
Responsive Display Ads. The Good, the Bad and the Surprisingly High Converting, Ugly.
With PPC becoming more reliant on responsive ad formats, there’s no time like the present to get comfortable with the pretence of automated ad creation. So what are the benefits and pitfalls of Responsive Display Ads, and how can advertisers effectively utilise them in their own PPC strategy?
Key learnings:
Best practices when selecting your assets
What to avoid when running RDA’s
Next steps for maximising the performance
Sophie Logan
Victress Digital
Smeaton 2
Ashley Fletcher
Adthena
Budget Saving & healthy ROI with Google Performance Max & Auction Insights
With Google rolling out Performance Max campaigns to enable businesses to advertise their ads across all of Google’s channels (Search, Display, Gmail, Maps, Discovery, YouTube, etc.) means there is an increased opportunity for Search Intelligence in an automated world. However, as with any automated advertising platform, it’s best to oversee and guide the overall strategic direction to ensure campaign success. Join paid search experts from Adthena to learn three ways to boost your Google Performance Max and Auction Insight usage to ensure they deliver real business results: – Workflow examples of Search Intelligence alongside Performance Max – Capture and optimize detailed search query data alongside Auction Insights – Get creative insights from your campaigns and the competitions from auto-generated ad creative Register and attend this session to catapult your paid search efforts this year and beyond.
Ashley Fletcher
Adthena
Porter Tun
Harriet Barter
Launch Online
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 – we’ll show you how.
Harriet Barter
Launch Online
Upper Sugar
Farhad Divecha
AccuraCast
Unlocking Cross-Border Growth Potential With A Killer Marketing Strategy
Farhad’s session will cover how marketers can ensure they’re set up to maximise the significant opportunities to sell internationally. Brexit has given additional challenges to companies ambitious to grow. Farhad will cover the mistakes to avoid in international digital marketing strategy, as well as how to maximise the chances of getting it right first time.
Attendees would leave with gems of actionable advice including:
Formulating a strategy to choose the right market
How to test and position their brand in new markets – without breaking the bank
How to target potential customers intelligently using all the new technology available from the leading platforms.
Farhad Divecha
AccuraCast
Queen Charlotte
Nicolas Huber
noopd Ltd
De-Risk Your Ad Spend and Achieve Guaranteed Profits
Nicolas will present how to de-risk your ad spend and guarantee the profitability of every sale, at the product level. In his talk, he will present through case studies the biases introduced by ROAS that can leave merchants selling unprofitably, and introduce a number of ways to overcome them. The 3 key takeaways from his talk are:
- The value of business analytics at the product level, and how it can help create product-driven commercial strategies that focus on increasing the bottom line, your profits
- How to effectively implement bidding on profit instead of ROAS, and how this can drive guaranteed profitable ad spend (PAS) for profitable growth
- How server-side tracking is a unique opportunity to gain insights into conversion attribution of profits across multiple platforms
Nicolas Huber
noopd Ltd
In this session, you will learn about
- Importance of data as a key lever for competitive advantage, differentiation and growth
- How Machine Learning and automation powers the future of media buying
- How to act now – the foundations of privacy and durable data
- The key role partners play in shaping your data strategy
Ian Turner
*Workshop pass required
Importance of being wrong – 45 min
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- We make assumptions, and prove/disprove them
- Being wrong is exciting and where you make biggest gains
- Site needs to be unique, but scientific
- Case studies of contrasting tests
- Tee up Boots case study – different stakeholders with different opinions
Quick Activity – 15 min
Formula for Success – 30 min
-
- Case Study Results
- Formula for prioritising optimisations
Group Task – 45 min
-
- Similar challenge
- Stakeholders have different arguements
- Roleplay as stakeholders
- Apply formula to design solutions
Closing – 15 min

Kevin leads data and analytics for CRO services at Brainlabs. His team unlocks knowledge on how people use our clients’ sites – and applies insight to drive actionable learnings and recommendations. To enable this, he’s building a culture where our clients are empowered through data that’s both accessible and actionable. He joined User Conversion in 2020 – and Brainlabs through their 2021 acquisition – adding to 10 years experience in digital, where he’s worked both agency-side and in-house, across acquisition and user experience.
*Workshop pass required
- Overview of Amazon DSP capabilities and USPs
- Growth of Amazon advertising over the years
- How this tool is used to achieve results for all types of businesses
- Mindmap ideas on how to use Amazon advertising for their business needs etc
- Why adding Amazon to your marketing efforts can bolster results
- How to make Amazon DSP work best for your business