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 (SE), 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 (SE), 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 (SE), 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.
Room 2: Strategies for Serious Success
by Chana Hercenberg (USA), Online Search Solutions
How do you know which online media will be the most profitable for your business? How can you find and keep your best customers? Should you focus more on attraction or promotion? Should you focus on short term or long term success?
Chana Hercenberg is CEO of Online Search Solutions. She has helped Chase Manhattan Bank, Atlantic Time, and other companies achieve success online.
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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 (SE), 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
$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.
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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| 2:10–2:15 pm |
Short Break to Change Rooms
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| 2:15–3:00 pm |
Room 1: Managing Pan-European Analytics
by Michaël Notté (BE), Senior Analyst, Toyota Motor Europe
Learn about the main challenges facing web analysts at Toyota Motor Europe regarding technology, education, and process. Find out how they have implemented standardized and actionable KPIs, compare thirty different markets in an objective and relevant way, and approach web analytics the Kaizen way.
Michael Notté is a web analytics specialist at Toyota Motor Europe where he is managing and developing web analytics related activities for the Toyota and Lexus brands on a Pan-European level.
Room 2: 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.
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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 (SE), 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 (SE), 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 (SE), Internetworld/(IDG)
Panelists:
Room 2: Panel, Writing for the Web in English
Moderator: To be announced
Panelists:
Room 3: Tool Demos
- 09:15–09:30 Sitescanner
- 09:30–09:45 TraceWorks
- 09:45-10:00 Netminers
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| 10:00 am–10:45 am |
Room 1: Workshop, Internet Marketing
Leader: To be announced
Room 2: Workshop, Writing for the Web in English
Leader: To be announced
Room 3: Tool Demos
- 10:00–10:25 WebTrends Ad Director
- 10:25–10:45 Omniture Test&Target
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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: Adaptive Content
by Erik Wallin (SE), Adaptlogic
Room 3: Search Engine Marketing Case Study
by Anna Eriksson, Keybroker
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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: Steen Rasmussen (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:
Steen Rasmussen is one of the leading Danish authorities in conversion optimization. He has more than 9 years of hands-on experience in conversion improvement and as a web analytics evangelist.
Room 2: Panel, Search Engine Marketing (SEO & SEM)
Moderator: Chana Hercenberg (USA), Online Search Solutions
Panelists:
Room 3: Tool Demos
- 01:00–01:25 Tobii Eyetracking
- 01:25–01:45 Klickable
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| 1:45–2:30 pm |
Room 1: Workshop, Conversion Optimization
Leader: To be announced
Room 2: Workshop, Search Engine Marketing (SEO & SEM)
Leader: To be announced
Room 3: Tool Demos
- 01:45–02:10 Avail eMarketing Suite G8
- 02:10–02:30 Interwoven Optimost
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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.
Room 2: Analytics Tools at HP
by Pawel Ksiezyk (PL), HP
Learn what analytics tools are being used at HP, how they use business dashboards to measure performance, how they measure campaigns, and how offline investments such as Radio spots, TV commercials, and print are being measured online.
Pawel Ksiezyk has worked for HP for over eight years and is now managing the team driving hp.com and online marketing for Central Europe, Eastern Europe, Middle-East, and Africa.
Room 3: 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: Subscribers Rule!
by Kevan Bilton, CoreRelations
Room 2: How to Use PR to Sell More
by Kristofer
Björkman (SE), Newsdesk
Room 3: Expanding Sales Activities in the Pharmaceutical Industry
by Eva Rockmyr (SE), 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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