Agenda English Speaker Series

Monday, 12.10.

2:00 PM - 2:30 PM

Jessica Jacobs

DQ&A helped Perfetti van Melle standardize and activate best practice GMP usage across 15 markets

DQ&A partnered with Perfetti van Melle to define GMP best practices in a movement towards data ownership and defining usage guidelines for agency partners and local teams across 15 markets globally.

DQ&A - Jessica Jacobs (Strategy Director) 

2:30 PM - 3:00 PM

Gaiwan Owen
Thusar Kalra

Jellyfish helping HelloFresh unpack In Housing

Jellyfish enabled HelloFresh to create the perfect recipe by taking ownership of the Google Marketing Platform. The secret ingredients are smart technology, great people and having a plan.

Jellyfish - Gawain Owen (Director Digital Strategy at Jellyfish)

Thusar Kalra (Global Head of Display and Programmatic at HelloFresh) 

3:00 PM - 3:30 PM

Dr. Björn Hardrat
Christoph Cunanan

Picking Googles machine learning brain - tailor bespoke algorithms with custom bidding

Data driven decisions by the algorithms are part of our daily business. But missing human insights like individual business signals and goals are always a challenge in order to strive for the best performance. Custom Bidding helps to solve this challenge and offers endless additional possibilities.

Eprofessional - Dr. Björn Hardrat (Data Specialist) & Christoph Cunanan (Strategic Lead Google Marketing Platform) 

3:00 PM - 3:30 PM

sem boutique
Nadine Maier
Oliver Zenglein

Automation of Large-Scale Search Ads: Building Inventory based Search Campaigns for

We will show you how to set up scalable and customized inventory campaigns with Search Ads 360. Our client evolved from using a fragmented tool landscape to leveraging a fully integrated tech stack with the help of SEM Boutique which automated the process of creating search campaigns to improve results and efficiency.

SEM Boutique - Nadine Maier (Online Marketing Manager) & Oliver Zenglein (Managing Director) 

4:00 PM - 4:15 PM

Q&A Session

Tuesday, 13.10.

2:00 PM - 2:30 PM

Lucas Onofre

Data driven advertising - from always on to always-own

A case study showcasing how close collaboration between creative, media, data and client helped build sophisticated dynamic frameworks allowing for testing, scalability and full control by our client team.

Elespacio - Lucas Onofre (Partner & Head of Production) 

2:30 PM - 3:00 PM

Jennifer Glaser
Sarah Kornprobst

Dynamic ads in the fashion industry: the effect of personalisation along the purchase funnel

An A-B-test case to measure the effects of Dynamic Ads on different DV360 audience segments.

Resolution Media - Jennifer Glaser (Senior SEA Consultant) & Sarah Kornprobst (Director Media & Programmatic) 

3:00 PM - 3:30 PM

Mighty Hive
Russell Sutton

Predictive Modeling Used to Drive Personalization & Automation in SA360

Using tailored machine learning models in the Google Cloud Platform MightyHive was able to accurately predict future customer behaviour and use this insight to optimize bid strategies and personalise targeting in SA360.

Mighty Hive - Russell Sutton (Senior Vice President Data, EMEA)  

3:30 PM - 3:45 PM

Q&A Session

Wednesday, 14.10.

2:00 PM - 2:30 PM

Timo Aden
Michael Generotzky

The Future of Tracking: Leveraging App+Web for Analytics

This presentation will show the future of tracking and how App+Web can be enabled in a Universal Analytics world. What it means for current set-ups, implementation and understanding of the new data- and event model.

Trakken - Timo Aden (Managing Director) & Michael Generotzky (Head of Digital Analytics)  

2:30 PM - 3:00 PM

Deloitte Digital
Dr. Lars Finger
Maximilian König

Predictive Marketing through a Customer Data Platform on Google Cloud

We will show you how advertisers can make their marketing more efficient and effective if a Customer Data Platform based on Google technologies is in use, thus enabling a holistic view of the users and a corresponding activation of the signals.

Deloitte - Dr. Lars Finger (Partner, Offering Leader Marketing & Commerce)

Maximilian König (Lead Digital Marketing) 

3:00 PM - 3:30 PM

TIE Kinetix
Mark Duch
Christopher Gutknecht

Custom Attribution Modeling in BigQuery with Shapley and Markov Chain Approaches - Customer BERGZEIT

This presentation will demonstrate how to use Google’s Shapley and Markov Chain approaches to model GA session conversion values and redistribute these intelligently across all sessions in a user journey.

TIE Kinetix - Marc Duch (Director Analytics & Optimization) & Christopher Gutknecht (Head of Acquisition & Optimization at Bergzeit) 

3:30 PM - 3:45 PM

Q&A Session