Agenda

Digital Growth Unleashed London
etc.venues, 200 Aldersgate, 11-12 October, 2017


Digital Growth Unleashed - London - Day 1 - Wednesday, October 11th, 2017

8:00 am
Registration
9:15 am
Room: Premium 1+2
Welcome & Opening

Welcome!

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Speaker
Stephen Pavlovichconversion.com
CEO
Conversion.com
9:30 am
Room: Premium 1+2
Keynote:
  • Scaling a Testing Culture
  • Complex topics explained through simple stories
  • If you run A/B tests for conversion optimisation, this session is for you

Lukas Vermeer works for a company that runs more than a thousand experiments every day. He is responsible for the internal tooling and training that helps product development improve the customer experience in measurable steps. In this session, Lukas will share some „statistical stories“ that have helped scale their testing culture. Complex topics, such as early stopping rules; false positives and false negatives; sample ratio mismatch; and selective attrition, are all explained through simple stories that can help anyone understand their test results better. If you run A/B tests for conversion optimisation, this session is for you. 

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Speaker
Lukas VermeerBooking.com
Data Scientist
Booking.com
AttractPersuadeAll Levels
10:30 am
Coffee Break
10:55 am
Room: Premium 1+2
Track 1:
  • How to extract useful data from almost any site - with minimal time and effort
  • Learn what you need to model and automate discovery work
  • With downloadable reports, templates and guides

In this session, Craig will show you how he does modelling of sites using Google Analytics - to find out where there are latent opportunities in the flow of visitors and delight. Using a range of API tools, google analytics reports, segments, sketching and modelling techniques, he'll show you how to extract useful data from almost any site - with minimal time and effort. Craig is sharing these useful Google Analytics hacks for the first time as he walks you through the mixture of techniques he uses to isolate site blockages. In this session, you'll learn what you need to model and automate discovery work, leaving you more much more time to actually grow the business. With downloadable reports, templates and guides, you'll have everything you need to get started tomorrow!

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Speaker
Craig Sullivan
CEO
Optimal Visit
Growth TechAdvanced
Room: Premium 3
Track 2:
Part 1
  • Growth comes from a mix of behavioural psychology, coding, creative marketing and data analysis
  • Any size company can avail of the already available tools out there to achieve growthl
  • Learnings, tools, tactics and techniques to start a successful Growth Marketing journey

Growth comes from a mix of behavioural psychology, coding, creative marketing and data analysis. Having spent the last couple of years building, coaching and training regiments of growth teams and growth marketers, in this talk I'll run you through some of the latest stories, learnings and tricks I've learned along the way. A brief but information-packed masterclass covering the learnings, tools, tactic and tricks that will start you on your Growth Marketing journey.

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Speaker
Luke MontgomeryGrowth Tribe
Lead Growth Hacking Speaker
Growth Tribe
ServeAll Levels
Part 2
  • How a full stack marketer has evolved to become a highly technical, creative and execution focussed Swiss army knife
  • How to give companies the edge by wearing many hats  
  • How to utilise a wide range of CRO techniques to improve campaigns with practical examples and takeaways

Depesh started his career as a developer, fell into CRO, and is now a full stack marketer. In this session, he'll talk about his experience of how full stack marketers have evolved to become highly technical, creative and execution focussed Swiss army knives, capable of running high performance awareness, acquisition and retention campaigns. Full stack marketers are giving companies the edge by wearing many hats with a relentless focus on results across the customer journey. Learn how full stack marketers utilise a wide range of CRO techniques to improve campaigns with practical examples and takeaways.

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Speaker
Depesh MandaliaSM Commerce
Founder
SM Commerce
PersuadeServeGrowth TechAll Levels
11:40 am
Session Change for Digital Growth Unleashed and Combo Pass Holders
11:45 am
Room: Premium 1+2
Track 1:
  • Companies need to iron out potential issues before they start optimizing
  • Functionality testing is the key, but done by very few companies
  • Instead of buggy test, that create inaccurate results, functionality testing helps to unearth hidden revenue

Whilst we are all busy optimizing away, we are missing a fundamental key to the puzzle: we are not functionality testing (ie bug hunting) the very websites we are optimising. Instead of releasing buggy tests that are harming our data and creating results that are not accurate, we can unearth hidden revenue by fixing functional issues for what is already there. It’s a simple simple process and we do not only find money but we also create a better website to build our tests on by ironing out potential issues before we start. In this session Abi will illustrate the process of functionality testing a website and give you examples of why functionality testing is so important.

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Speaker
Abi HoughEndless Gain
Device Experience Director
Endless Gain
PersuadeServeAdvanced
Room: Premium 3
Track 2:
  • Copy is one of the biggest needle movers in split tests
  • How to approach copy at every stage of the customer journey
  • Underlying theories and techniques, including purchasing decision hierarchy, biases and embedded commands

Some of the biggest needle movers in split tests are down to copy alone. Words are powerful and neuroscience research has given CRO copywriters even more tools to persuade web visitors to act. Find out how Mel Henson, one of the UK’s leading CRO copywriters approaches copy at every stage of the customer journey. Illustrated with numerous before and after and after examples, Mel not only shows the words that got results but also explains the underlying theories and techniques, including purchasing decision hierarchy, biases and embedded commands.

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Speaker
Mel HensonAWA digital
Head of Creative
AWA digital
PersuadeServeAll Levels
12:30 pm
Lunch Break
1:40 pm
Room: Premium 1+2
Keynote:
  • Why you should treat your web site and your first date in the same way
  • 10 universal but often forgotten conversion principles
  • Tips you can use for both conversion optimization and dating

There are many parallels between how you should treat your web site and your first date. At least: if you want them to end in a successful relationship. Build around 10 universal but often forgotten conversion principles, Karl shares lots of cases that illustrate how you can sell more and convince your visitors with these principles. He shows the data and how he came up with those ideas. Yes, you can use these tips for dating too. But be aware: Karl is a user research and conversion specialist. Not a dating expert.

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Speaker
Karl GilisAGConsult
Co-founder
AGConsult
PersuadeServeAll Levels
2:40 pm
Session Change for Digital Growth Unleashed and Combo Pass Holders
2:45 pm
Room: Premium 1+2
  • Fourteen elements that the world's winning websites get right
  • Identifying which of your “cylinders” isn't firing
  • Tips for growing businesses of all sizes

Based on ten years of research, Dr Karl Blanks has identified fourteen elements that the world's winning websites get right. If you're looking to massively grow your sales, your biggest opportunity comes from identifying which of your “cylinders” isn't firing. Contains lots of tips for growing businesses of all sizes.

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Speaker
Karl Blanks Ph.D.Conversion Rate Experts
Chairman
Conversion Rate Experts
PersuadeServeAlle Levels
Room: Premium 3
Track 2:
  • Understand the opportunities – and challenges – of personalisation
  • Learn how to structure your personalisation programme 
  • See how personalisation can drive advanced experimentation

Personalisation is emerging as the next big opportunity in conversion optimisation and is high on the to-do list of marketers everywhere. Personalisation adds more layers of complexity to conversion optimisation but with it comes the potential for impressive uplifts and a much deeper understanding of your users. In this session, Kyle will share a framework and approach to personalisation that puts experimentation at the heart of personalisation strategy. You’ll learn about the opportunities and challenges of personalisation, explore a framework for managing personalisation strategy, and gain insight into how personalisation can drive value through experimentation and conversion optimisation.

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Speaker
Kyle Hearnshawconversion.com
Head of Conversion Strategy
Conversion.com
PersuadeServeAdvanced
3:30 pm
Coffee Break
3:55 pm
Room: Premium 1+2
Featured Session:
  • Lovehoney's approach to optimising for user segments
  • How to use experience maps to build a picture of real users
  • Plotting the pain points and opportunities, using research analysis to form hypotheses and tests

Matthew from Lovehoney and freelance UX consultant Jesmond will share their approach to optimising for user segments. They’ll walk through their end-to-end approach: documenting business knowledge and assumptions, using qualitative research to build a user experience map, and using that map to translate opportunities and pain points into hypotheses and tests.

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Speakers
Jesmond Allen
User Experience Consultant
Matthew CurryLovehoney
Head of Ecommerce
LH Group
PersuadeServeAdvanced
4:40 pm
Session Change for Digital Growth Unleashed and Combo Pass Holders
4:45 pm
Room: Premium 1+2
Keynote:
  • Business of all sizes struggle with the implementation and scaling of experimentation
  • How to augment experimentation within a business
  • Driving a data-focussed culture to deliver a competitive edge

The value of experimentation is well known, and yet the implementation and scaling of experimentation from niche to pervasive is frequently a stumbling block and an area that business of all sizes struggle in. Colin McFarland, Head of Experimentation at Skyscanner, led the global travel search business from small-scale experimentation to a state where the practice is ingrained, with hundreds of experiments undertaken each month.

This talk will give practical steering in how to augment experimentation within a business, looking at the case for causality, common pitfalls to avoid, the importance of building tooling and education, and driving the data-focussed culture that is so essential in delivering a competitive edge.

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Speaker
Colin McFarlandSkyscanner
Director, Experimentation
Skyscanner
PersuadeServeAdvanced
5:45 pm
Networking Reception in the Exhibit Hall
Sponsored by
Pure360
7:00 pm
End of First Conference Day
7:30 pm

Dinner with strangers:
meet your fellow attendees.
See the registration desk for more information

Digital Growth Unleashed - London - Day 2 - Thursday, October 12th, 2017

8:30 am
Registration
9:30 am
Room: Premium 1+2
Featured Session
  • The Impact of new technology and big data turned 
  • The Meaning for marketers who are analysing data, gathering insights and making prediction
  • How do we distinguish between the results and data we can trust from that we should ignore

At a time of such political uncertainty and such phenomenal access to information, how should we best make decisions for our future? How has the impact of things like new technology and big data turned the world upside down? What does that mean for marketers who are analysing data, gathering insights and making predictions? In the aftermath of Brexit and as we move forward to unknown times how do we distinguish between the results and data we can trust from that we should ignore? Joe will give you the answers to these questions form the data perspective.

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Speaker
Joe TwymanYouGov
Head of Political and Social Research
YouGov
Growth TechAll Levels
10:30 am
Coffee Break
10:55 am
Room: Premium 1+2
Track 1:
  • Most businesses are a long way off developing a mature, strategic approach to conversion optimisation
  • The four pillars of conversion optimisation maturity and areas you need to focus on
  • Becoming customer led and developing a growth mindset, just like Amazon

"Most if not all businesses are now “doing” conversion optimisation and are running A/B tests. There is a testing tool in place, there are lots of ideas for testing, and testing is well underway. However the harsh reality is, that most businesses are typically a long way off developing a mature, strategic approach to conversion optimisation. In this session Paul Rouke will outline the four pillars of conversion optimisation maturity, and the most important areas you need to focus on to mature your business - whilst simultaneously becoming customer led and developing a growth mindset, just like Amazon.

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Speaker
Paul RoukePRWD
Founder and Director
PRWD
AttractPersuadeServeAll Levels
Room: Premium 3
Track 2:
  • Judging how much or how little localisation is needed
  • Process for understanding customers providing relevant and highly converting content
  • Successful and less successful examples

When expanding globally the greatest conversion challenge is how far to go to generate maximum return addressing questions such as: Localise web pages or use English? How to research and understand target customers Accommodating cultural norms into web pages? Risks of comparing analytics between countries? Accommodating payment methods? Taking account of device use by country? In this session Andy will consider the process to judge how much or how little localisation is needed and the process for understanding customers providing relevant and highly converting content. Successful and less successful examples will be presented and we will also map the world in terms of degree of localisation needed for successful conversion.

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Speaker
Andy Atkins-KrügerWebcertain
CEO
Webcertain
AttractPersuadeAll Levels
11:40 am
Session Change for Digital Growth Unleashed and Combo Pass Holders
11:45 am
Room: Premium 1+2
Keynote:
  • How to use testing to improve your product strategy
  • Tracing the product lifecycle from conception to launch
  • Big red button test, minimum viable product and AB test

Rohit and Ian from Secret Escapes will share how testing is being used in product development. They'll trace the product lifecycle from conception to launch, talking through the initial idea, the big red button test, minimum viable product and AB test. You'll come away knowing how testing can be used not just to improve your website – but how it can improve your product strategy too.

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Speakers
Rohit GuptaSecret Escapes
Head of R&D
Secret Escapes
Ian RobinsonSecret Escapes
Design Lead
Secret Escapes
Growth TechAll Levels
12:30 pm
Lunch Break
1:40 pm
Room: Premium 1+2
Track 1:
  • Analyse macro and micro level data
  • How to gain a real understanding who your visitors are
  • Learn about the different types of visitors and how they interact with your site and apps

Web analytics provide us with a wealth of data, but they don't easily reveal who the visitors really are, how they really behave and what they think about our products and services. In this session, Charles will focus on how you can collect and analyse both macro and micro level data about your visitors using relevant practical examples and case studies. This will allow you to build up a far greater understanding of the different types of visitors and how they interact with your site and apps.

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Speaker
Charles MeadenDigital Nation
Founder
Digital Nation
PersuadeServeAll Levels
Room: Premium 3
Track 2:
Part 1
  • Leverage the testing of your emails to improve the performance of your other marketing acquisition and conversion channels
  • Learn how to build hypothesis into your emails, drive the actions that provide the answers you're looking for and much more
  • See how to test for long-term results as well as short-term results

You create and send regular emails to your database as part of your marketing channel mix. You no doubt run tests on what works best to improve your email marketing. But do you use your emails to test hypotheses that could inform and improve your other channels - such as PPC ads, website copy and page design, banner ads - to improve engagement and conversion rates? This is what we call Holistic Testing. Aimed at marketing professionals looking to push the power of their email marketing, this session reveals how to leverage the testing ability of your emails to improve the performance of your other marketing acquisition and conversion channels. Your email database contains the valuable opinion of prospects and customers already engaged in your brand. This session will be packed full of practical tips and advice on how to use your email channel as a testing ground to derive useful insights. In this session you will learn how to build a hypothesis into your emails, to drive the actions that provide the answers you're looking for,  use a push channel such as email to inform and improve pull channel performance and test for long-term results as well as short-term results.

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Speaker
Kath PayHolistic Email Marketing
CEO & Founder
Holistic Email Marketing
AttractAll Levels
Part 2
  • How to get more conversions out of your existing CRM tools & processes
  • Small changes in targeting that can lead to big improvements in performance
  • Plus, top email marketing tips & examples that boost OR, CTR & CVR


    More than ever, marketers are looking for new technology to drive growth – be it automation tools or a multi-channel, single view of the customer. But all too often, the resources & experience required to achieve this represents a barrier to enablement. That means marketers need to remain savvy and leverage their existing email marketing programme to break down those barriers and validate investment for the future. In this session, Robert Simons will share how Treatwell has developed their existing email marketing programme, where some small but creative changes have led to massive improvements in their growth.

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    Speaker
    Robert SimonsTreatwell
    Group Head of CRM
    Treatwell
    AttractAll Levels
    2:40 pm
    Session Change for Digital Growth Unleashed and Combo Pass Holders
    2:45 pm
    Room: Premium 1+2
    Featured Session:
    • What does integrated marketing mean to CRO ninjas working in both search and social space
    • 5 tactics to take action towards CRO lift 
    • FB PowerEditor import, illustrating the tactics via importable example Facebook Ads retargeting campaigns

    Integrated Marketing” is all the buzzword bingo these days. But, what exactly does integrated marketing mean to CRO ninjas working in both search and social space. Join speaker Marty Weintraub for a no holds barred shredding session offering immediatly actionable tactics to: Curate segmented search and social audience data root lists from landing page touches; Apply search and social “Filters’ to retargeting/remarketing “Passes” to form true, layered conversion personas; Field creative segmentation to cement the conversion lift; Reverse engineer “Converted” audiences with VISIBLE Facebook lookalike modeling a technique you won’t see anywhere else; Expand root audiences with the most effective lookalike modeling possible for greater scale. This session will focus entirely on empowering marketers who use both Google and Facebook, to take action towards CRO lift with one or more of these five tactics. Marty will also share a conference-only leave behind FB PowerEditor import, illustrating the tactics via importable example Facebook Ads retargeting campaigns.

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    Speaker
    Marty WeintraubaimClear Online Marketing Agency
    Co-Owner & Founder
    aimClear Online Marketing Agency
    AttractPersuadeAdvanced
    Room: Premium 1+2
    Track 2:
    • Observations across the large scale experimentation efforts
    • Counter intuitive ways to arrive at the wrong conclusion
    • The importance of designing metrics for causality

    Experimentation is all about causality, but getting causality right is easy to get wrong! In this talk, from observations across the large scale experimentation efforts at Skyscanner, Tom Oliver will highlight some counter intuitive ways to arrive at the wrong conclusion

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    Speaker
    Tom OliverSkyscanner
    Senior Data Science Manager
    Skyscanner
    PersuadeAll Levels
    3:30 pm
    Coffee Break
    3:55 pm
    Room: Premium 1+2
    Keynote:
    • Dont' drown in numbers that don't help move the needle
    • See what a great analytics strategy looks like in 2017
    • Actionable tips, techniques and advice

    So many tools out there, so much data now available - all making it easier to drown in numbers that don't help move the needle. So what does a great analytics strategy look like in 2017? In this talk, Andy shares actionable tips, techniques and advice from working on marketing and growth with 40+ companies across 500 Startups' portfolio.

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    Speaker
    Andy Young
    Consultant
    PersuadeServeGrowth Tech
    4:40 pm
    Session Change for Digital Growth Unleashed and Combo Pass Holders
    4:45 pm
    Room: Premium 1+2
    Feedback Session:
    • Actionable tips from experts
    • Get your hypothesis checked
    • Registered attendees can send in their suggestions

    So - you've invested time, bought the tools and run your AB tests - and it isn't working. Why? Get practical and useful advice from the experts, who've made all the mistakes in the book and can give you useful feedback or tips.. Our panel have run tests with hundreds of millions of visitors - so are happy to look at your testing (or how you're doing it) - to help critique, tweak or overhaul your testing hypotheses. Submit your test for review (email hidden; JavaScript is required - registered attendees only) or watch while your colleagues take the heat - there’s no better way to hear best practice in testing methodology from the leading experts in the field. Don't miss this entertaining and practical session.

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    Speakers
    Stuart McMillanSchuh Limited
    Deputy Head of Ecommerce
    Schuh Limited
    Stephen Pavlovichconversion.com
    CEO
    Conversion.com
    Paul RoukePRWD
    Founder and Director
    PRWD
    Craig Sullivan
    CEO
    Optimal Visit
    PersuadeAll Levels
    5:30 pm
    End of Digital Growth Unleashed London 2017
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