The Programmatic Pioneers Summit (past event)
24 - 25 May, 2016
44 (0) 207 368 9801
Day 1 - Fuelling your Potential Growth
08:00 - 08:45 Registration and refreshments
08:45 - 08:50 Conference Director's welcome
08:50 - 09:00 Chairman's introduction
09:00 - 09:30 Opening keynote - Executing a Digital & Programmatic Roadmap for 2016 and beyond: Integrating a local strategy in a global business
- The creation of consumer focused teams to execute ever more advanced programmes of activity
- The creation of separate media teams & media agency to link programmatic activities to our digital channels
- Working cross functionally to exploit the DMP
- Using a capability team that benchmarks activity across the Region on digital marketing activity to identify people, process, technologies needed to succeed
09:30 - 10:00 Improving transparency in your media buying: How to benchmark your programmatic roadmap
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Creating a vision towards programmatic advertising to define where you want to go
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Benchmark direct buying, buying via ad exchange & audience buying
- How can this enhance the transparency of your campaigns?/ - Identifying the limitations of both
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Creating an improved, shared roadmap on how you can be more successful in a young market
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How can the industry contribute to a more successful environment?
10:00 - 10:45 KEYNOTE PANEL - Closing the loop: How can you actually generate sales & deliver a quantifiable ROI on your programmatic strategy?
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Bringing marketing and commerce together to drive conversions and sales
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Targeting higher value customers and helping them through the funnel
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Using data to make informed decisions and assist in conversions
10:45 - 11:30 Coffee and networking break
11:30 - 11:50 The Christmas Case Study: How can you use programmatic to capitalise on Europe’s biggest shopping season?
- Separating the Giftee and Gifter audience to target creative effectively and take prospects on specific engagement journeys
- Tailoring the creative to the different gift ‘hinting' and ‘buying' journey’s and wave’s of shopping behaviour
- Using cookies creatively to identify the exact audience to target
- Implementing a trackable engagement action to enable better segmentation
- Extending the campaign beyond Christmas by using the audience data and behaviour collected
- Linking your programmatic campaign into other marketing channels (email, Paid Social, PPC)
11:50 - 12:10 Audience share: How collaboration can make data work for you
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What is a cookie worth and what is the value of data?
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Where and how can data be sourced?
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What can be done to enrich data?
12:10 - 12:30 How to seamlessly integrate programmatic into your overall marketing strategy: What I wish I knew 5 years ago
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Implementing the initial stages of the programmatic journey
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Orchestrating your tech stack to support programmatic bidding
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The shortcuts to programmatic success
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The biggest mistake I made, so that you could avoid
12:30 - 12:40 How bespoke is your programmatic?
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Adapting the funnel to reflect an advertiser’s own logic
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Customizing segments based on CRM integration
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Crafting bespoke programmatic creative
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Syncing messages across devices
12:40 - 13:00 4 tips for connecting the whole customer journey and why it’s essential to your programmatic strategy
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What is the best measurement for understanding customer interaction?
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Assessing frequency and latency based on the lag between 1st interaction and log-in to understand consumer behaviour
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Incorporating the mobile channel into this tracking system
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How many touchpoints per customer are needed to drive conversion?
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How to use programmatic marketing to drive customers through your funnel
13:00 - 14:20 Lunch and networking break
Stream A: Bringing Programmatic in-house
14:20 - 15:20 Case Study Revolution: KLM’s quest to make programmatic more human-friendly: How to beat the machine by going in-house
Stream B: Elevating your use of data
14:20 - 15:20 Case Study Revolution: How to better leverage your 1st party data to create a single view of the customer and better support your programmatic campaign- Pairing different data sources to create a more holistic view of your customer
- Peeling away the data layers to find tangible insight
- What is the best way to action your use of this data and get results?
- Making sure you do not create abstruse results through over analysis
Stream C: Creative boardrooms
14:20 - 15:20 How to identify the right attribution model for your business-
What are the ‘new’ attribution models?
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Can you still focus upon last click?
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The advantages to measuring first click
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Customer matching and understanding the right technology partners for each market
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How will getting this right improve your programmatic strategy?
15:20 - 15:50 Coffee and networking break
Stream A: Next generation programmatic strategies
15:50 - 16:30 All-Star Panel: How are marketers taking advantage of Private Market Places (PMPs)?-
Defining premium, what does it really mean?
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What are advertisers really looking for from a premium placement?
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What metrics are you using to measure this success?
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Connecting to the right PMPs to identify the best premium inventory for your brand
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Influencing your DSP to seek out superior inventory
Stream B: Elevating your use of data
15:50 - 16:30 All-Star Panel: 1st and 3rd party data: How can you best combine them to build your optimal programmatic audience?-
The new battleground: How to deliver the right marketing message at the right time
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Using combined data to target and profile customers
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The rise of ‘recency’ and ‘frequency’ analysis to help identify programmatic opportunities
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The key differentiators between targeting existing and new customers
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Getting your head around the different data points to assist in programmatic segregation
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Supplementing a 1st party data campaign with 3rd party data layers to monitor industry trends
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How are you measuring their true value?
Stream C: Creative boardrooms
15:50 - 16:30 Assessing the relationship between agency and brand: How can you be more aligned?-
What should the brand be expected to bring to the table?
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Outlining the creative process, how can advertisers better educate their agency?
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How should you manage the creative programmatic process?
Stream A: Next generation programmatic strategies
16:30 - 17:20 Case Study Revolution: We’ve All Been Doing It Wrong: Why our approach to programmatic needs to change
Stream B: Elevating your use of data
16:30 - 17:20 Case Study Revolution: How to use data to improve your attribution and programmatic targeting-
Using your 1st party data to identify key individuals
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Loading customer cookies and tracking pixels with the prerequisite data
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How much data is necessary to accurately attribute the customer?
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Using data to understand the path to purchase of a consumer
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Integrating legacy data to provide a rounded view of the consumer
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Working with attribution partners and technology vendors to provide optimal customer tracking
