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Program | Agenda
Stockholm | Sweden | November 26, 2008 |
| 8:00 am–8:45 am |
Registration and Refreshments
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| 8:45 am–9:00 am |
Opening message
by Lennart Svanberg and Lars Johansson, IMC
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| 9:00 am–10:00 am |
Everyone Can Be a Keynote
When Time Magazine made you "Person of the Year" they were smart. Why focus on just one person when this conference is about everyone?
This is an opportunity to get to know the people in the room: speakers, sponsors, participants, and hosts.
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| 10:00–10:05 am |
Short Break to Change Rooms
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| 10:05–10:30 am |
Room 1: Generating Quality Internet Traffic
by Anders Östlund, Ticket 2
There are numerous ways to generate traffic to your website. The question is whether you should carpet bomb, use missiles or launch surgical robots? The more resources you have the easier it is to end up with a carpet bombing strategy, spending a lot on useless hits. The surgical approach will cost you more to set up, but generate superior traffic. The more information you get from Internet users, the smarter you can spend your money. When users end up at your website as a result from their own questions they are more likely to act.
Anders Östlund, CEO of Ticket2.com, holds a MSc from the Stockholm School of Economics. In spring 2007, Anders was listed as one of Sweden’s most promising e-business entrepreneurs by Internet World.
Room 2: Marketing to Employees by Making the Intranet Social
by Kirsi Välimaa , NCC
Learn about the methods NCC are using to market news and changes within the group to employees as well as to increase content consumption.
Kirsi Välimaa is an Intranet Manager for NCC Group, and has worked with both internal and external websites since the mid-90’s.
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| 10:30–11:00 am |
Coffee Break
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| 11:00–11:25 am |
Room 1: Five Steps to Make Online Video Profitable
by Sorosh Tavakoli, Videoplaza
The consumption of online video is different from both traditional web sites and broadcast TV. That means we need to re-think how to monetize that consumption as a publisher and how to use the medium as an advertising channel. This talk will present ideas on how to get online video profitable, both from a publisher and an advertiser perspective. A case will be presented with Kanal 5 and H&M.
Sorosh Tavakoli is the founder and CEO of Videoplaza. He has a background at media research company MMS where he has done extensive research on consumption of moving images. Sorosh has a MSc. in Media Technology and Media Management.
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| 11:25–11:30 am |
Short Break to Change Rooms
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| 11:30–12:00 |
Room 1: Convert Online Visitors from Browsers to Buyers
by Greg Kelton (UK), Interwoven
Join us for a discussion to hear how heads of online business and leaders in usability and design are delivering relevant and effective website content that drives online revenues.
Learn how using multivariable testing and persona targeting will drive tens of thousands more order confirmations by taking the guess work out of website design.
Greg Kelton is the Managing Director of Interwoven Optimost in EMEA.
Room 2: It’s All About Conversion
by Per Strid, inkClub
Most KPIs (Key Performance Indicators) are designed so we can understand the conversion process of website visitors. To fully do so you need flexible and powerful tools as well as skilled analysts. inkClub is moving from rudimentary to qualified web analytics by introducing a full-blown data warehouse solution. Now, no question is too difficult to investigate. Analysis is still a task for humans, but the possibilities for analysis have increased. Conversion now can be measured from any angle.
Per Strid has gone from analyzing traffic at the railroads in Sweden, to traffic to the successful retailer inkClub.com with business in 14 countries.
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| 1:30–2:10 pm |
Room 1: Maximizing Return on Ad Spend
by Jen Brown (UK), WebTrends and Jonathan Kirby, Live it
$30B in paid search advertising will be spent in 2008, doubling to nearly $60B in the next 3 years. Yet despite increasing ad budgets and SEM complexities, large advertisers continue to use outdated manual techniques, such as rules based bid management, to manage their paid search campaigns, resulting in billions of wasted ad dollars each year. Learn how Live it have gone beyond Bid Management to dramatically improve their SEM Return and dramatically improve conversion rates, while actually reducing the manual overhead common to bid management tools.
Jen Brown embarked on a marketing career within the IT & Telecoms industry, including the marketing of VoIP and Unified Messaging at a start-up organisation, and held the position of UK & Ireland Manager for NETGEAR. Given her expertise in online marketing particularly SEO and SEM, Jen joined WebTrends in 2007 to manage the Ad Director bid optimization solution and team in Europe.
Jonathan Kirby founded Live it at end of October 2005, together with his friend Martin Charlton. Without any financial backing Live it, who sell experiences as gifts, has grown to an estimated $6M a year company. With little money for marketing, search word advertising was the most cost effective solution to lead the correct traffic to the website and has continued to be the largest singular advertising investment.
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| 2:10–2:15 pm |
Short Break to Change Rooms
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| 2:15–3:00 pm |
Room 1: The Insight Model
by Steve Jackson (FI/UK), Trainers' House
Learn how the insight model combines data from different sources and generates a 360-degree view of the visitor. Combining clickstream data, experience data, and competitive data may give you the edge your competitors are lacking.
Steve Jackson is a senior consultant specializing in web analytics and for Trainers’ House. His clients include Nokia, Kone, MTV3, Vodafone, and a number of other clients across Finland and the Nordic areas.
Room 2: The Mind Map of a Successful Website
by Neil Walker (UK), Just Search (a Getupdated company)
With millions of websites on the web it becomes apparent that for any business to successfully operate online a strategic approach is the key to online success. Strategy is everything; looking at your goals is the route to success, from generating traffic to changing how your website is perceived by its users and the overall goal “conversion”! Taking a bird’s eye view enables you to create a map of success helping you to become an authority.
Neil Walker, CTO of Just Search, part of Getupdated, has over seven years experience of Internet marketing. Specializing in SEO strategies helped Just Search Ltd achieve the first position in Google UK for SEO.
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| 3:00–3:30 pm |
Coffee Break
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| 3:30–3:55 pm |
Room 1: Going Mobile with Email
by Lars Nordström (SE/USA), L-Soft
How will mobile email change the face of email marketing? Explore how email marketing approaches will evolve now that mainstream mobile devices carry email and web-surfing applications. What can email marketers expect to happen to their response rates? What action should email marketers take to improve their results and continue to successfully market to this new breed of email-enabled, mobile warriors.
Lars Nordström has been involved in building online communities for over two decades and provides email community and marketing expertise thru L-Soft.
Room 2: Bluetooth Marketing
by Björn Öström, Addmob
Bluetooth marketing offers several new opportunities. Learn about the pros and cons of bluetooth marketing compared to traditional mobile marketing and how consumers and advertisers view it.
Addmob has worked with mobile marketing since 2005 and has successfully launched a wide range of mobile services: ad-based mobile services for websites, mobile campaigns, and bluetooth marketing.
Björn Öström, founder of Addmob, has previously worked in various business development and sales positions at MTG, Salus Ansvar and Nordea.
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| 3:55–4:00 pm |
Short Break to Change Rooms
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| 4:00–4:30 pm |
Room 1: Taking Mobile to the Next Step
by Morris Packer, The Bonnier Group
Learn how The Bonnier Group is using mobile Internet and mobile
technologies to reach new goals.
Morris Packer runs the department of Bonnier Mobile Services,
providing know-how and technology to all brands within The Bonnier
Group.
Room 2: SEO/PPC at Norway's Largest Pharmacy Chain
by Karl Philip Lund (NO), IXD, and Anders Stensønes (NO), Apotek 1
Learn how Norway's largest pharmacy chain, Apotek 1 works with search engine marketing, content management and web analytics. Many times it is difficult to make an impact in large organizations. This presentation will provide you with tips and insights that can help other large organizations manage PPC and SEO initiatives internally.
Karl Philip Lund is co-founder of .IXD, a company that specializes in user interface design, xHTML/CSS-development and online marketing. He currently works with companies like Telenor, Storebrand, Wyeth and Dyreparken. Prior to co-founding .IXD, KP was Director of Interactive Marketing at Norwegian Airlines. During his tenure at Norwegian Airlines, the online booking percentage increased from 45% to 85%.
Anders Stensønes is the webmaster for Apotek 1's corporate website and intranet, and responsible for managing online activities for Norway's largest chain of pharmacies. Being responsible for search engine marketing (both SEO and PPC), he has incorporated Apotek 1's online activities into their promise to their customers: Our knowledge - your safety.
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| 4:30–4:35 pm |
Short Break to Change Rooms
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| 4:35–5:00 pm |
Room 1: Measuring Online Video
by Oliver Schiffers (DE), Sapient
This session pinpoints specific goals and the required success measurements for online video: viral potential, engagement, leads and advertising. Strategy and KPIs will be discussed as well as some insights into the various tools for specific measurement goals.
Oliver Schiffers has been working in online business for 12 years, and a focused on web analytics in the last 8 years. Previous employers include NetGenesis and United Internet Media. In 2007 Oliver joined Sapient as Head of Analytics for Continental Europe.
Room 2: Campaign tracking and Marketing Optimization at SEA LIFE
by Petri Mertanen (FI), Naviatech
Learn how SEA LIFE tested different forms of advertising to promote one of their aquarium
shows. The effectiveness of outdoor advertisements, magazine articles, press releases, newsletters, and sponsored links on Google was compared. Find out how the conversion rate and revenue was maximized.
Petri Mertanen has worked in the Internet industry for ten years. He has worked with clients varying from small to large international companies. Currently he is the managing director of
Naviatech, an Internet marketing, web analytics, and concept design company.
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| 5:00–6:00 pm |
Sponsor Cocktail Reception
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Stockholm | Sweden | November 27, 2008 |
| 8:30 am–9:15 am |
Registration and Refreshments
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| 9:15 am–10:00 am |
Room 1: Panel, Internet Marketing
Moderator: Magnus Höij , Internetworld/(IDG)
Panelists:
Room 2: Panel, Writing for the Web in English
Moderator: To be announced
Panelists:
Thomas Boothe, Strategic Marketing Manager at Ericsson, began his career as a public relations associate in the Silicon Valley (California) in the mid-1980s. He has worked as a copywriter both in California and Sweden.
Room 3: Tool Demos
- 09:15–09:30 Sitescanner
- 09:30–09:45 TraceWorks Headlight
- 09:45-10:00 Netminers InSight
SiteScanner is a monitoring service that tests how accessible critical web services are from a visitor perspective.
TraceWorks Headlight is a simple and powerful easy-to-use online marketing tool that will help you increase transparency, productivity and ROI in your marketing.
Netminers InSight is a web analytics solution that combines behavioral tracking, online surveys and advanced segmentation capabilities.
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| 10:00 am–10:45 am |
Room 1:Workshop: Beyond the Pre-Roll: Interactive Video and the Promise of Engagement
Leaders: Roger Wu and Emily Gannett, KlickableTV
This session is designed for the more advanced online marketer seeking new tactical approaches to leverage the unique features of the web beyond standard advertising methods currently used to monetize video.
Engagement is the new measurement for success. In this workshop we will see how some content publishers are implementing new interactive video technology and creative integration. We will then launch into a working session to explore effective measures for engagement that are as varied as the creative campaigns they seek to quantify. Learn tactics that engage passionate users and contribute to word-of-mouth on and offline including product placement, branded entertainment, gaming, contests, promotions, deep into to find opportunities for true consumer engagement.
Klickable has developed an interactive video platform that enhances the user experience through video overlays and hyperlinks. These links direct viewers to additional information such as websites, ecommerce, and “DVD extra” type material. At the same time, Klickable is collecting data that will allow advertisers a focus group-like glimpse into user behavior and product perception. The platform will also tie in elements of social media to create a more dynamic and personalized experience.
Klickable has already begun a series of tests with leading partners such as The Rachael Ray Show / CBS, Emerging Pictures and Bravo TV (a division of NBC Universal).
Room 2: Tool Demos
- 10:00–10:25 WebTrends Ad Director
- 10:25–10:45 Omniture Test&Target
WebTrends Ad Director uses advanced mathematical algorithms to automatically optimize SEM campaigns.
Omniture Test&Target is a set of tools used to quickly test different web site design, content, navigation and campaigns.
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| 10:45–11:15 am |
Coffee Break
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| 11:15–12:00 am |
Room 1: Extending Google Analytics
by Anders Møller (DK), IIH Copenhagen
Learn how to get more out of Google Analytics by using free tools that extend and expands the functionality of the system. Through a guided tour of tools, hacks and tricks created by the Google Analytics community the presentation will focus on both the Firefox extensions and Greasemonkey scripts that can significantly enhance both your analysis and configuration. The presentation will cover areas like copying goals, easily jumping between profiles and much much more.
Anders Møller is a web analytics specialist at IIH Copenhagen, where he is responsible for the technical part of web analytics. Anders specializes in doing customization, integrations to third-party systems, and advanced data mining.
Room 2:How to Increase Revenue and Traffic Using Behavioral Targeting
by Erik Wallin, Adaptlogic
Learn how behavioral targeting is done and listen to some intriguing case studies.
Erik Oskar Walli is the founder and CEO of Adaptlogic. He is an entrepreneur and researcher. Erik has a pragmatic approach with focus on simplicity and measurable effect in order to create user-transparent and cost-effective solutions.
Room 3: Proactive and Result Oriented SEM
by Anna Eriksson, Keybroker
During this session, Anna Eriksson from Keybroker will present some tools and methods used in order to increase the clients' search advertising results, both for sales driven and branding focused campaigns. Keybroker manages search advertising for large advertisers throughout Europe.
Anna Eriksson is the Sales Director for the Nordic region at Keybroker and has many years experience from working within the search marketing field.
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| 12:00–1:00 pm |
Lunch Break
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| 1:00–1:45 pm |
Room 1: Panel, Conversion Optimization
Moderator: Henrik Stenmann (DK), IIH Copenhagen
How do you make sure to convert as many visitors to buyers as possible? Conversion optimization is the art and science of making layout and content changes to your website that can lift the conversion rate.
Panelists:
Greg Kelton is the Managing Director of Interwoven Optimost in EMEA.
Mark Simpson is the marketing director of Maxymiser and has extensive knowledge of the online market. He has worked in the industry for nine years in sales, marketing, and commercial roles.
Jen Brown joined WebTrends in 2007 to manage the Ad Director bid optimization solution and team in Europe.
Steve Jackson is a senior consultant specializing in web analytics and for Trainers’ House. His clients include Nokia, Kone, MTV3, Vodafone, and a number of other clients across Finland and the Nordic areas.
Henrik Stenmann has worked with the Internet since 1999 with a focus on user studies and visitor surveys. He also specializes in website optimization and online marketing as a partner at Internet Intelligence House (IIH). His constant focus on actions has made him a significant authority on conversion rate optimization. He has worked with brands like Eniro, Ellos, Telia, and SAS.
Room 2: Panel, Search Engine Marketing (SEO & SEM)
Moderator: To be announced.
Panelists:
Neil Walker, CTO of Just Search, part of Getupdated, has over seven years experience of Internet marketing. Specializing in SEO strategies helped Just Search Ltd achieve the first position in Google UK for SEO.
Karl Philip Lund is co-founder of .IXD, a company that specializes in user interface design, xHTML/CSS-development and online marketing. He currently works with companies like Telenor, Storebrand, Wyeth and Dyreparken.
Anna Eriksson is the Sales Director for the Nordic region at Keybroker and has many years experience from working within the search marketing field.
Room 3: Tool Demo
- 01:00–01:30 Tobii Eyetracking
- 01:30-01:45 Snoobi
Tobii is a world leader in hardware and software solutions for eye tracking and eye control in market research, usability, psychology, assistive technology and AAC.
Snoobi is the widest adopted commercial web analytics tool in Finland serving over 2.500 companies.
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| 1:45–2:30 pm |
Room 1: From Quality Traffic to Conversion Workshop
Leader: To be announced
Room 2:Tool Demos
- 01:45–02:10 Avail eMarketing Suite
- 02:10–02:30 Interwoven Optimost
Avail eMarketing Suite, a behavioural merchandising tool, has proven to be up to 300% more effective than traditional merchandising techniques.
Interwoven Optimost is a website optimization solution that empowers online marketers to get more from their customer acquisition and website investments.
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| 2:30–2:50 pm |
Coffee Break
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| 2:50–3:20 pm |
Room 1: Web Analytics at Scandinavian Airlines
by Andreas Pettersson (DK), SAS
As one of the major players in the Scandinavian online travel market Scandinavian Airlines (SAS) needs to be on the forefront taking advantage of the low distribution costs and new sales opportunities generated by e-commerce. Using web analytics and Key Performance Indicators SAS Denmark is constantly optimizing and improving the online customer experiences on SAS.dk.
Andreas Pettersson works as a web analyst in SAS Denmark e-commerce department. Previously Andreas worked as a business consultant focusing on internet marketing strategies.
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Room 2: How to Proactively Increase Conversion Rates by Mark Simpson (UK), Maxymiser
Conversion management enables marketers to use analytics data to proactively increase conversion rates through optimising content. Learn how brands can now focus their efforts on the active management of onsite content to provide a continual improvement in performance.
Mark Simpson is the marketing director of Maxymiser and has extensive knowledge of the online market. He has worked in the industry for nine years in sales, marketing, and commercial roles.
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| 3:20–3:30 pm |
Short Break to Change Rooms
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| 3:30–4:00 pm |
Room 1: Bang Bang! E-mail Marketing Has Gone Trigger Happy
by Kevan Bilton, CoreRelations
Getting the right message, to the right person, at the right time, through customer action and/or non action. Email marketing is getting sophisticated. There are many Companies reaping the email media benefits by respecting their customers and treating them like individuals. These companies live by the concept “Subscribers Rule!”
Kevan Bilton, Managing director for Core Relations in Denmark. The Danish/Canadian with many years of email/permission marketing experience has helped many Danish companies successfully become permission marketers.
Core Relations represents ExactTarget in Scandinavia.
Room 2:New Opportunities for PR in a Changing Media Landscape
by Kristofer
Björkman, Newsdesk
Learn how new opportunities for PR have revolutionized the PR industry, and what new possibilities this has brought for marketers and information managers to communicate with media and stakeholders.
Newsdesk delivers streamlined and cost-effective press release and corporate news distribution. By operating the biggest search engine in Sweden for corporate information, Newsdesk makes sure journalists find exactly what they are interested in and CIO's reach relevant journalists and other people with influence of their market.
Kristofer Björkman is the founder of Newsdesk. He has worked within journalism and new media for 20 years, and was co-founder of spray.se, mrjet.com, SF-anytime.com and TV4 WebbTV.
Room 3: Expanding Sales Activities in the Pharmaceutical Industry
by Eva Rockmyr, Acando
The traditional sales model, with a sales respresentative visiting the doctor, is a model no longer sufficient. Access to doctors is becoming more and more difficult, time spent with the doctor is limited and often more than one drug is to be detailed. Engaging the customer in an interactive sales activity, running an online marketing programme is one way to overcome these hurdles and to achieve competitive advantage.
Ewa Rockmyr, senior project manager at Acando has experience from more than ten years of interactive marketing within the pharmaceutical industry, in Sweden and in the UK.
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| 4:00–4:15 pm |
Reflections and Summary
by Lennart Svanberg, IMC
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* We will do what we can to keep presentations and speakers as listed above. However, unforeseen circumstances may result in the substitution of a presentation, topic, or speaker.
** Due to the international nature of the speakers and audience, all presentations, panels and workshops will be held in English.
Register for the conference!
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