Agenda 2020

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eCommerce Masterclass // Day 1

10:00
eCommerce Masterclass
10:30 am - 10:55 am (25 Min)

Why Google Shopping doesn’t work for many retailers

This educational session will expose common mistakes... holding back many retailers. It will share practical insights on overcoming these, before deep diving into the true value of data and how this can be used to provide an unfair advantage on Google Shopping. This workshop will cover: Understanding your customer, their value to your business and their intent to buy The important role of your product feed and easy ways it can be optimised Understanding your product range, how it differs through high value items, gateway products and high margin items How to uncover and apply data so it provides long term defensibility for your business Uncovering insights through Google Shopping to inform other areas of the business such as SEO, merchandising, range selection and other marketing channels Proven case studies and insights from leading retailers Choosing the right metrics to measure true success Who should attend: Retailers actively using Google Shopping Agencies and freelancers under pressure to scale shopping performance Directors and owners keen to understand what metrics matter Marketing and eCommerce managers looking to learn hidden insights Individuals looking to understand how the retail landscape is becoming increasingly data driven

11:00
eCommerce Masterclass
11:10 am - 11:35 am (25 Min)

The Future Is Here - A Paid Search Perspective On Automation

Matthew's talk will centre around automation and the future... of Google Ads. Using every day, real life examples of how we use automation to enhance our lives, he will discuss the role automation can play in paid search, and how it should be embraced rather than feared; especially when it comes to time management and creativity within advertising accounts.

eCommerce Masterclass
11:50 am - 12:15 pm (25 Min)

CX is your product

Stand out from your competitors no matter what you’re... selling. An insight into CX and how focussing on how customers experience your brand can win their trust, bringing them back again and again.

1:00
eCommerce Masterclass
1:40 pm - 2:05 pm (25 Min)

Hitting the Mark

Hitting the Mark is dotdigital’s annual report,... benchmarking the digital marketing tactics adopted by ecommerce brands around the world. In this year’s report we researched at a cross-section of 100 businesses across the UK, USA, EMEA, and APAC regions. Our aim was to discover the extent to which brands are meeting customers’ rising expectations. As technology continues to progress, we wanted to gauge how far brands have come in adopting the tactics made possible by platforms like Engagement Cloud.

2:00
eCommerce Masterclass
2:20 pm - 2:45 pm (25 Min)

Driving Success with Ecommerce Psychology

What are the successful strategies and tactics in digital... commerce when it comes to psychology? Stephen will share some insights on how to best drive success with behavioural psychology in digital commerce, based on practical experience working with retailers and brands across Europe.

3:00
eCommerce Masterclass
3:00 pm - 3:25 pm (25 Min)

Design for Trust

The emotion of trust is no longer limited to human beings.... The essence of Human-Computer Interaction is the emotion of trust. How can the knowledge of this emotion and human behaviour help us design better products? I will discuss how principles of user experience (UX) design can be applied to build a more trustworthy relationship with customers.

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