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Masterclass Data-Driven Marketing

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Join us for this unique Masterclass series on location in Amsterdam!
Aimed at manager-level marketing professionals as well as strategic and digital executives working for marketing and advertising agencies, this unique Masterclass series flies in international speakers of pioneering companies on the vanguard of Data-Driven Marketing to cover all aspects of marketing innovation and how the latest marketing technology helps enterprises, agencies, brands and SMBs engage and interact with new and existing customers more efficiently and effectively.

* U betaalt slechts €1.245,- bij boeking via Inbound Media. Dit houdt een korting in van 250 euro op de normale prijs (van 1495 euro). Deze aanbieding geldt tot eind september 2014.

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Thema’s

Onderwerpen

*U betaalt slechts €1.245,- bij boeking via Inbound Media. Dit houdt een korting in van 250 euro op de normale prijs (van 1495 euro). Deze aanbieding geldt tot eind september 2014.

Subjects of the Masterclass
The format of the Masterclass is four inspirational, intimate (max. 25 persons) sessions over 4 days from 16.00 – 20.30 hrs. The Masterclass will address the following subjects:

(Cross-Device) Retargeting
Retargeting via mobile devices is an industrywide challenge, but digital media buyers are experimenting with paid social exchanges to fill the gap left by cookies. For paid social and mobile retargeting, the size of the agency/brand investment affects expectations, and this is indirectly related to perceived success

Marketing Attribution
Once you decide to try attribution, you’ll need to consider selecting a vendor and implementing a solution. There are some basic questions you need to ask, like how granular is the attributed data, and if you can include both online and offline marketing channels

Big Content for Marketing
How can an organisation utilize content to ignite conversions? How do smart businesses generate quality traffic and convert that traffic into sales, time and time again, without breaking the bank

Integrated Search and Social Advertising
Search and Social Have Become Our Go-To Channels Rapid and Continuous Growth 50% of Total Search engines and social networks are the top two sources used to research and inspire purchase decisions, although the buyer’s journey is highly fragmented (purchases made in more than one day and in more than one step). Search and Social have become our go-to channels rapidly

Creating a Data-Driven Marketing Strategy
Data from digital and mobile technologies, social media and the Internet is bringing us together where distance kept us apart. Learn how you can make sense of the signals, tune out the static and focus on what’s most important to your business and customers. Learn what it means to be a data-driven business and the benefits of knowing more so you can do more

In-House Advertising
The rise of marketing automation software has empowered businesses to take control of their digital marketing in-house—most recently, their digital advertising. When armed with best-in-class ad automation software, an individual in-house advertiser can achieve the scale, efficiencies, and performance beyond what’s possible through third-party teams.

Content Marketing
Basically, content marketing is the art of communicating with your customers and prospects without selling. Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behaviour

Facebook and Twitter advertising
Marketers have spent billions of dollars on Facebook and Twitter advertising. Targeting and optimization are key factors, but the single most important element of a successful Facebook and Twitter advertising campaign is great creative. Explore strategies and approaches for effective ad creation on Facebook and how this impacts performance

Real-time Advertising
With the onset of programmatic buying and real-time media, it is possible to run more targeted advertising than ever before. To effectively leverage these new technologies to drive the best performance and ROI, it’s essential to understand how the real-time advertising ecosystem is evolving

Performance Marketing at scale
Learn more about performance marketing platforms that measure, predict and optimize ad spend for lifetime value across social and mobile. By harnessing the power of performance marketing to inform more intelligent and efficient media buying, the advertising industry is moving away from proxy metrics like click-through rates and cost per action to true ROI

Digital Video Advertising
Digital Video will compete with TV not only for eye balls, but also ad dollars, for many years to come. The ‘big three’ brand-safe, high volume inventory sources for video advertising in the near future will be native, YouTube and Facebook

The ROI of Marketing Automation
Marketing automation has shifted away from the pure automation aspect to an integrated marketing approach whereby automated workflows, pre-defined scenarios and various customer-driven triggers are set up in a connected and omni-channel way. A single customer view is essential as is a connected approach

Data analytics
Marketers who have built out their capability to make their decisions based on data are more than twice as satisfied with the success of their marketing programmes than other marketers. This shows that effective data analytics is the key ingredient for success in today’s multi-channel, digital world

Inbound Marketing
Inbound marketing continues to dominate discussions of online marketing. Advertisers increasingly recognise that online, traditional interruptive approaches are likely to alienate potential consumers rather than attract them. Recent surveys show, that consumers would prefer getting to know a company through content rather than ads


Sprekers

Sprekers

* U betaalt slechts €1.245,- bij boeking via Inbound Media. Dit houdt een korting in van 250 euro op de normale prijs (van 1495 euro). Deze aanbieding geldt tot eind september 2014.

Our industry experts
Please find here already some of the industry experts who will provide in-depth workshops. (The total number of experts will be 16 – 20; we will update the programme with more experts frequently)

Sylvia Jensen Marketing Director EMEA  Oracle Marketing Cloud
Robert Gavin Director of Alliances  Marketo
Kieran Flanagan Marketing Director EMEA  HubSpot
Jon Myers General Manager EMEA  Marin Software
Will Ashton Managing Director EMEA  Nanigans
Lucy Hudson Marketing Director International  Teradata
Sarah Quinn Marketing Director EMEA  Yume
Graham Wylie Marketing Director EMEA  AppNexus
Simon Haynes Managing Director UK  IgnitionOne
Jan Teerlinck Vice President  Selligent

 Participation in the Data-Driven Marketing Masterclass is strictly limited to 25 participants.


Data

Uw investering

U betaalt slechts €1.245,- bij boeking via Inbound Media. Dit houdt een korting in van 250 euro op de normale prijs (van 1495 euro). Deze aanbieding geldt tot eind september 2014.

Dates and venues
The Data-Driven Marketing Masterclass takes place in Amsterdam in an intimate setting with a maximum of 25 participants, and over 4 sessions on the following dates:

Session Date Time Venue / Host
Location
I September 30 16.00 – 20.00 Butter+Fish Constellation Building, Schiphol-Oost
II October 28 16.00 – 20.00 BoerCroon Amstelveenseweg, Amsterdam
II November 18 16.00 – 20.00 FCB Amsterdam Bovenkerkerweg, Amstelveen
IV December 16 16.00 – 20.00 Solv Advocaten Anne Frankstraat, Amsterdam

Each session features 4 or 5 speakers providing hands-on and in-depth workshops. Partnering with agencies, brands and consultants, the four sessions will take place at various locations. All venues are easily accessible by public transport as well.

One week before each session, participants will receive preparatory materials of that particular session, including a map and directions of the venue of that day.

The participation fee is €1245,- and includes all four sessions.


Waarom?

* U betaalt slechts €1.245,- bij boeking via Inbound Media. Dit houdt een korting in van 250 euro op de normale prijs (van 1495 euro). Deze aanbieding geldt tot eind september 2014.

Learn Data-Driven Marketing from industry experts in the world
This is your unique opportunity to learn Data-Driven Marketing from experts during a 4 day Masterclass (each day 16.00 – 20.00 hrs.).
This Masterclass provides an opportunity for manager-level marketing professionals from both brands and agencies to take that extra step. The Masterclass goes deep into how to design data-driven marketing campaigns as well as how to use tools and applications. Together the experts as teachers will provide deep insight in the practical day to day approaches and problems as well as providing the rationale for data-driven marketing.
At the same time, the tough economic climate is putting marketers under severe pressure to directly increase the revenue of the overall business and to justify their success by applying strict return on investment (ROI) measures. If you had questions about Data-Driven Marketing, then this is the forum to come to.
Marketing professionals in search of their target audiences finding answers on:

  • How to get the best ROI from your digital marketing spend
  • How to unlock your digital audience
  • How to work in the highest volume, most valuable areas of the web including: social networking, mobile, video and email
  • How to target the right audience at the right time to achieve better ROI at scale
  • How to attract, nurture and convert leads into an accelerating stream of new customers and revenue
  • How to reach the inboxes of new audiences who mirror the best customers
  • How to acquire high-quality mobile app users who will deliver the highest lifetime value over time
  • How to help brands deliver their campaign goals with the best ROI
  • How to design video to maximize audience views, engagement, earned media and social sharing
  • How to create effective, measurable and scalable campaigns that achieve real, objective-based results
  • How to produce and identify quality content that is focused on user needs
  • How to harness the potential of mobile marketing
  • How to launch a mobile content strategy the right way
  • How to use the web presence to harness the power of brand engagement
  • How to develop powerful content for web and mobile
  • How the advertising industry is moving away from proxy metrics like click-through rates and cost per action to true ROI
  • How to bridge the gap between relationship marketing and digital performance marketing
  • How can you maximize your brand in today’s media
  • How can you leverage strategic  communications and digital to drive results

Facts & Figures from Surveys* show why you should learn now about Data-Driven Marketing  
Data-Driven Marketing Strategy

  • 50 percent seeing data as the most underutilized asset in their organizations. And while 78 percent felt intense pressure to become more data driven, only 18 percent reported having a single, integrated view of customer activity across all channels
  • On average, more than seven different channels are being employed by marketers at any given time
  • The shift to digital with marketers planning to increase their spending in digital channels within the next 12 months, especially social media (78.9%), mobile marketing (78.6%) and online display advertising (69.6%)

Cross-Device Retargeting

  • About 41 percent believe that social exchanges are “key” to retargeting on mobile devices, as these exchanges reach users regardless of whether they are at a desktop or on the go
  • In general, advertisers and their agencies are spending more money on paid social. About 38 percent of buyers are employing Twitter’s Tailored Audiences and 67 percent are using Facebook’s FBX to reach consumers
  • In terms of maturity, more respondents see mobile targeting as soon-to-be mature practice (45 percent) or still experimental (34 percent). 17 percent believe mobile targeting is currently the standard practice. 4 percent are not sure

Integrated Search and Social Advertising

  • 47 percent of revenue comes from purchases made in more than one day
  • 65 percent of revenue comes from purchases made in more than one step
  • Search engines and social networks are the top two sources used to research and inspire purchase decisions
  • Search Revenue per Click is Higher When Managed with Social (36 percent higher than Search campaigns managed independently)
  • Search Revenue per Conversion is Higher When Managed with Social (68 percent higher than Search campaigns managed independently)

In-House Advertising

  • 52 percent of marketers are assigning digital, social and mobile functions in-house

Marketing Automation

  • less than 5 percent improve their marketing with technology. The industries making the greatest investments are ICT companies, which invest almost 19% of their marketing budget to improve their marketing infrastructure, followed by Retail (17%) and Finance (13%)

Content marketing

  • 70 percent of consumers would prefer getting to know a company through content rather than ads
  • 83 percent of agencies are already billing for content marketing services
  • 51 percent of agencies expect their clients would increase their inbound marketing activities next year, and another 25 percent expect their clients would start to use inbound marketing

*) As provided by speakers at the DDM Alliance’s DDM Road Show (March 2014) and Facebook Marketing Summit (June 2014)


Marketing Automation at the Data-Driven Marketing Masterclass
During the four separate sessions Marketing Automation is structured along the following lines:
Analyze.
How to capture complete, actionable customer insights (single view of customer, visual data-exploration, targeting and segmentation, customer intelligence, behaviour analysis)

Create.
How to create multichannel interactions from a single customer view (omni-channel interaction, 1-to-1 personalized dialogues, trigger campaigns, life-cycle campaigns, planning and budgeting)

Execute.
How to coordinate execution across all channels from a single solution (high-volume email delivery, mobile messaging, landing pages and surveys, social media, contact center, sales force automation)

Optimize.
How to optimize content and offers for higher conversion (content optimization, testing, control groups, retargeting, marketing pressure, nurturing and lead management)

* U betaalt slechts €1.245,- bij boeking via Inbound Media. Dit houdt een korting in van 250 euro op de normale prijs (van 1495 euro). Deze aanbieding geldt tot eind september 2014.

 


 

Contact

Contact

Wilt u meer informatie over het Inbound media netwerk, kennistour, themasessie of over wat anders, neemt u dan contact met ons op via 06-23173384 of email: info@inboundmedia.nl. Wilt u op de hoogte blijven van trends en ontwikkelingen over het vakgebied, relevante meetups en onze rol daarbij, abonneert u zich dan op onze nieuwsbrief. U ontvangt deze wekelijks in uw mailbox. Wilt u lid worden van Inbound Media Netwerk dan kan dat o.a. door u aan te melden bij onze LinkedIn Group.


Onze adresgegevens
Inbound Media
06-23173384
Locatie: Utrecht
info@inboundmedia.nl

Inschrijven

Inschrijven

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Klik hier voor de uitgebreide programmabeschrijving

Tijd Onderwerp Spreker
09.30 – 09.45 uur Opening dagvoorzitter John Jehae
09.45 -10.15 uur Moeten merken gaan denken als een uitgever? Bereik, bereik en nog eens bereik! Rijn Vogelaar (Blauw)
10.15 – 11.00 uur B2B content en het ontsluiten van die content via verschillende kanalen Marcel Molenaar (LinkedIn)

Track 1: Content marketing strategie

 

Tijd Onderwerp Spreker
11.15 – 12.00 uur Content strategie, modellen en middelenmix Patrick Petersen (AtMost)
12.00 – 12.45 uur Klantcommunicatie en eisen aan content Prof. Peter kerkhof (UvA)
12:45 – 13.45 uur Pauze
13.45  – 14.30 uur Hoe kan ik het inrichten in mijn organisatie? Contentstrategie in 12 stappen Erik Hartman(Hartman)
14.30 – 15.15 uur Contentcuratie en juridische aspecten Marieke Neervoort, SOLV
15.15 – 15.45 uur Pauze
15.45 – 16.30 uur ANWB is content (best practice) Mirjam Sijmons (ANWB)

Track 2: Tools en instrumenten content marketing

 

Tijd Onderwerp Spreker
11.15 – 12.00 uur Content marketing en SEO Eddy de Heij (Dmenzo)
12.00 – 12.45 uur Content Marketing Campagnes Bob Oord (Heliview)
12:45 – 13.45 uur Pauze
13.45 – 14.30 uur Contentmarketing KPN Actueel (Best practice) Patricia Bruisten (KPN)
14.30 – 15.15 uur Social media, Wat kun je doen op facebook, twitter en LinkedIn Henk van Ess (ECCAR)
15.15  – 15.45 uur Content maken doe je zo! Robbert Doggers (Yune)
15.45 – 16.30 uur Social Media Storytelling Ralph Poldervaart (Social Stories)

Plenair gedeelte

Tijd Onderwerp Spreker
16.45 – 17.15 uur Blik op de toekomst: contentcreatie in het digitale tijdperk Marco Derksen (Upstream)
17.15 – 17.30 uur Afsluiting dagvoorzitter John Jehae
17.30 – 18.00 uur Netwerkborrel

– See more at: http://www.inboundmedia.nl/event/#sthash.Zzqn09Nz.dpuf