IDM Academy at Internet World 2011
The IDM was pleased to support Internet World 2011 by hosting the following IDM Academy sessions, which took place between 10-12 May.
The IDM Academy programme - download presentations
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Tuesday 10 May
- 16.30-17.00
Email, Mobile & Analytics Theatre - Getting started with Campaign Attribution analysis
Matthew Tod, CEO of Logan Tod & Co - In this session Matthew demonstrated how current digital measurement methods are not giving marketers the insight they need and showed how this is hindering attribution analysis, the practice of establishing which of multiple campaigns really delivered results. He then laid out the steps you need to take to get started on your journey to deeper insight into how your campaigns really work and how to optimise results.
In this session he covered:
- What the issues are with current campaign measurement practices
- How to develop a Measurment strategy that is right for your business
- How to take the first steps in Attribution analysis
- 16.30-17.00
Advertising, Affiliate & Search Theatre - Conversion Rate Optimisation (CRO)
Andrew Lloyd Gordon, Consultant - Driving visitors to your website is only half the battle. The other half is persuading them to do something you find valuable. Or, in other words, your web marketing efforts are wasted if you don't convert your visitor traffic into actions.
The problem is that you're too close to look at your website objectively. You know what your copy means, how your navigation works and the benefits of your products and services. Unfortunately, your confused visitors will only give your site seconds before they leave uninterested.
This engaging and lively seminar introduced the principles of Conversion Rate Optimisation (CRO) and Analytics.
Andrew demonstrated that by making a few simple changes to your website you can make a huge difference to the number of people who engage with your web content, complete your enquiry forms and buy from you.
With a mix of real world examples and useful theory, we saw how powerful the development of a systematic CRO process can be in improving the ROI of your website.
Wednesday 11 May
- 13.10-13.40
Hosting and Connectivity Theatre - Integrating Social CRM into eCRM campaigns
Felix Velarde F IDM, Managing Director, Underwired - With clients including ASICS, McCain Foods, Laithwaites Wine and Simply Business, Underwired is leading the way in eCRM and sCRM strategies. This presentation looked specifically at how eCRM programmes can leverage the data from Facebook and Twitter to identify and segment advocates and dissenters, increasing response rates and improving revenues.
Thursday 12 May
- 13.10-13.40
Email, Mobile & Analytics Theatre - Mobile internet: Building the best sites for mobile
Jason Cross, Marketing Director, Incentivated Limited - 1 in 3 mobile users in the UK (that’s 19 million of us) browse the mobile internet every week. Mobile browsing has increased by a third so far this year.
This session gave hints and tips on creating the best sites for branding, capture data and secure mobile commerce, on the mobile internet.
Using case studies for Directgov, IAB, Jaguar and M&S, the session covered 5 steps:
- Detecting mobiles traffic on your site, and redirecting from website to mobile site
- Identifying your customers' handsets, and repurposing content to optimise user experience
- Designing and building with realtime updates with easy navigation
- Driving traffic via SMS, mobile ads, QR codes, Twitter and mobile search
- Tracking usage by handset and browser behaviour to fine tune your site
- 13.10-13.40
Hosting, Web & Design Theatre - B2B Marketers: The power of using IP Address Profiling to know your audience
Ed Charvet, Director, Trovus Across the different techniques that B2B Marketers have to reach, influence and engage target audiences, the need for visibility, measurement, feedback and actionable intelligence has never been more important or accessible.
B2B Marketers can work much smarter by knowing who is interested in their offering, when they are interested and importantly why they are interested. All marketing and business development activity, be it online or offline, direct or indirect, is, in part, aimed at generating a reaction from interested parties. This reaction is generally focused on the most information rich and accessible aspect of a company’s public face, its web presence.
Ed shared a very pragmatic approach to how B2B Marketers can leverage the power of IP Address Intelligence and shared case studies and experiences of how different companies have made this work successfully for them.
- 13.10-13.40
Advertising, Affiliate & Search Theatre - Creating the perfect multichannel customer experience
Tobias Misera, Head of Practice, Foviance - This session covered:
- The value of a multi-channel customer experience
- Defining the right channel combinations to offer
- How to make multi-channel a source of competitor advantage
- Integrating emerging channels like mobile and social media into your marketing mix
- Measuring in the multi-channel environment
Claim CPD points
You can claim 0.5 hours for each session you attended at the IDM Academy at Internet World London 2011.
