eTail Germany 2017 (past event)
14 - 15 March, 2017
Maritim pro Arte, Berlin, Germany
44 (0) 207 368 9332
Day 1 - Tuesday 14th March 2017
8:00 am - 8:55 am Registration & Welcome Coffee
8:55 am - 9:00 am Conference Director's Welcome
9:00 am - 9:10 am Chairperson's Welcome and Opening Remarks
9:10 am - 9:30 am KEYNOTE: Thriving in a mobile world: How can you create a dynamic mobile first strategy for 2017 and beyond?
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Mobile is now the fastest growing channel in Germany – only by redesigning your strategy can you take full advantage
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What does dynamic really mean? Personal, App-focussed, Responsive?
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In a mobile-first world, how should you be restructuring your digital roadmap to capitalise on this channel?
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Has mobile finally opened up the possibilities of Omni-channel and successfully connected the customer journey?
9:30 am - 9:50 am Defining the new purchasing pathway: Discovery, Evaluation, Purchase and Experience
Mr Martin Barthel Global Head of eCommerce Facebook
Moderator:
Oliver Prothmann President BVOH
9:50 am - 10:45 am KEYNOTE PANEL: How can you measure the full value of the mobile channel, and how can you better attribute value?
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Getting away from last-click attribution modelling, what are the alternatives to this?
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Providing insight into the critical learnings, to fast track a more transparent attribution model?
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How to best use this information to incentivise in-store and online teams to drive the promotion of mobile usage
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How will this change in attribution modelling affect traditional budgeting rounds?
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What KPIs define success for the mobile channel?
10:45 am - 11:30 am Coffee and Networking break
11:30 am - 12:00 pm OUT OF THE BOX KEYNOTE: You'd better be prepared!: How the future of robotics is going to transform eCommerce & retail
12:00 pm - 12:20 pm How Manor is working with Tinyclues to engage their customers and drive incremental revenue from their marketing campaigns.
12:20 pm - 12:40 pm KEYNOTE: Anything, anywhere, anytime....customer centricity: Building a value proposition through technology and service
Lunch
12:40 pm - 2:00 pm Lunch BreakPrivate Lunch
12:40 pm - 2:00 pm Adobe Networking LunchStream A: Mastering attribution and the customer journey
2:00 pm - 2:20 pm Omni-channel in FMCGs: How to develop your product offering to help brands capitalise on their eComm journeyChaired by: Michel Mayor, Head of Solutions, blue-infinity
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The way that customers convert has changed rapidly in the past few years creating a new look funnel that reflects changing consumer behaviour
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Where should you be focussing most of your attention?
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Acknowledging that customer experience does not stop at purchase
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How can you help customers move from one step to the next?
Stream B: Personalisation in the Smart data age (Chaired by Frosmo)
2:00 pm - 2:20 pm CASE STUDY: Personalising cross-channel: How can you become more relevant to individual customers?-
Consumers want personalisation, they want to be shown the right content at the moment when it matters to them most
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Delivering unique personalisation using data and systems to make the experience between retailers and consumers seamless
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What should be uniquely personalized on each page?
Stream C: Creative Boardrooms: The Social Summit
2:00 pm - 2:20 pm Measure what matters! How to use data to improve engagementIn this Creative Boardroom you and 15 of your peers will have the opportunity to workshop, network and debate your way to a solution on one of your biggest challenges.
Stream E: Synergy Workshop The conversion Summit
2:00 pm - 2:20 pm How to push your eCommerce business with smart media tacticsIn this Creative Boardroom you and 15 of your peers will have the opportunity to workshop, network and debate your way to a solution on one of your biggest challenges.
Stream A: Mastering attribution and the customer journey
2:20 pm - 3:00 pm CASE STUDY: Transforming your customer journey: How do you identify the best attribution model for your business?-
Considering the unique needs of your business first and foremost
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Direct, last-action, last-click - what’s the next model?
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Creating a sustainable model that is robust and customer focussed
Stream B: Personalisation in the Smart data age (Chaired by Frosmo)
2:20 pm - 3:00 pm Session continuesStream C: Creative Boardrooms: The Social Summit
2:20 pm - 3:00 pm Session continuesStream E: Synergy Workshop The conversion Summit
2:20 pm - 3:00 pm Session continuesStream A: Mastering attribution and the customer journey
3:00 pm - 3:20 pm Abandoning last click models: How does the customer really arrive on your site?Michel Mayor Head of Solutions Blue Infinity
Speaker:
Ben Jeger Country Manager DACH Appsflyer
Stream B: Personalisation in the Smart data age (Chaired by Frosmo)
3:00 pm - 3:20 pm How Consumer- Generated Content influences the new path to purchase
Stream C: Creative Boardrooms: The Social Summit
3:00 pm - 3:20 pm Session continuesStream E: Synergy Workshop The conversion Summit
3:00 pm - 3:20 pm Session continues3:20 pm - 3:50 pm Coffee and Networking break
Group 15
Stream A: Mastering attribution and the customer journey
3:50 pm - 4:30 pm PANEL INTERACTIVE: Mastering retention: How should you be communicating with your customers to drive greater spend with you?-
What is the best channel to use to reach out to customers?
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Engaging consumers post-purchase to up-sell and drive engagement
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How often should you be contacting your customers after purchase?
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Incorporating customer communication into your long term strategy
Stream B: Personalisation in the Smart data age (Chaired by Frosmo)
3:50 pm - 4:30 pm 360 Panel: How to be truly customer centric: Moving beyond understanding consumer habits to recognising passions-
What does customer centric mean?
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Using personalisation and attribution to identify high value customers
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Creating inspiration to catch browsing customers
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Removing the mindset that every customer should convert on every site visit
Stream C: Creative Boardrooms: The Search summit
3:50 pm - 4:30 pm Dynamic Targeting - Entitled Consumers Need Your EmpathyDas traditionelle Marketingmodell ist überholt. Die Qualität von Kundenbeziehungen hat sich grundlegend verändert. Alte Taktiken funktionieren nicht mehr, denn Konsumenten sind heute anspruchsvoller und selbstbewusster als früher und wollen sicher sein, dass sie eure Aufmerksamkeit und euer Vertrauen verdient haben, bevor sie eine langfristige Bindung zu eurer Marke aufbauen.
In dieser Session stehen Kundenbedürfnisse an oberster Stelle. Wir zeigen euch daher wie ihr Daten für jeden User richtig sammelt, organisiert und für effektive Kommunikationsanstöße wieder nutzen könnt.
In this Creative Boardroom you and 20 of your peers will have the opportunity to workshop, network and debate your way to a solution on one of your biggest challenges.
Stream D: Creative Boardrooms The data summit
3:50 pm - 4:30 pm Kundenerlebnis als Wettbewerbsvorteil - Möglichkeiten, Grenzen und Risiken einer Personalisierungsstrategie
Stream E: Synergy Workshop The conversion Summit
3:50 pm - 4:30 pm Track closedGroup 16
Stream A: Mastering attribution and the customer journey
4:30 pm - 4:40 pm How to prioritise eCommerce web-developments to match project requirements-
Priorities affecting the result
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Hands-on case
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Budget and timeline effect
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Changing approach to the case
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Affecting business continuity, project scalability, security and patenting
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Conclusion
Stream B: Personalisation in the Smart data age (Chaired by Frosmo)
4:30 pm - 4:40 pm Are you using your data correctly? How to create a personalisation strategy that fully exploits your data-
Identifying the required data to analyse and optimise
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Creating the roadmap for a successful campaign: Key performance Indicators and critical success factors
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How to use data across channels to understand channel and campaign performance
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Practical advice you can use immediately to kick-start your campaigns
Stream C: Creative Boardrooms: The Search summit
4:30 pm - 4:40 pm Session ContinuedStream D: Creative Boardrooms The data summit
4:30 pm - 4:40 pm Session ContinuedStream E: Synergy Workshop The conversion Summit
4:30 pm - 4:40 pm Session ContinuedGroup 17
Stream A: Mastering attribution and the customer journey
4:40 pm - 5:00 pm The cross-channel customer: How to identify and target your most valuable customer
Stream B: Personalisation in the Smart data age (Chaired by Frosmo)
4:40 pm - 5:00 pm Session ContinuedStream C: Creative Boardrooms: The Search summit
4:40 pm - 5:00 pm Track ClosesStream D: Creative Boardrooms The data summit
4:40 pm - 5:00 pm Track ClosesStream E: Synergy Workshop The conversion Summit
4:40 pm - 5:00 pm Track ClosesGroup 18
Stream A: Mastering attribution and the customer journey
5:00 pm - 5:20 pm The art of story telling: How to use content to drive brand affinity?-
Consumers expect authenticity from brands. The stories told are focused on developing a message that customers relate to
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Using marketing programs to open up the doors to new opportunities
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Brands can use their storytelling to open up the doors for growth, as long as the stories are authentic to the brands
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Staying ahead of customer expectations
Stream B: Personalisation in the Smart data age (Chaired by Frosmo)
5:00 pm - 5:20 pm Accelerated Mobile Pages: Mobile First - Mobile Fast-
Personalisation is arguably the most important recent trend in digital marketing, but how does the marketer decide what is important and what areas to personalise?
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When does personalisation become creepy?
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What can you do to avoid this?
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How to include incisive customisation and ‘made to measure’ at the very heart of customer engagement in 2016 and beyond
