Measuring Marketing Impact

Measuring Marketing Impact Understand how various marketing evaluation tools such as Media Mix Models, Attribution or controlled experiments can provide answers to different questions in marketing.

12:30 Uhr -13:15 Uhr

Oliver Kiderle, EMEA Product Lead, Google
Miriam Strasmann, Head of Measurement & Attribution, Google
Ludwig Brütting, Research Manager, Google

English

Shopping Reinvents Itself: Insights for Brands and Retailers

Shopping is re-inventing itself ‒ with new branding formats, platforms and co-op solutions ‒ it has majorly enhanced its scope over the last 12 months. Shopping ads can help you reach your customers in all phases of their customer journey, be it online or offline. We also offer new opportunities to build bridges between brands and retailers, to increase sales as well as branding KPIs. Shopping ads are available at all platforms, during the whole user journey. In this session, you will learn how to use the full power of shopping: with data driven insights, automation and different ad formats.

12:30 Uhr -13:15 Uhr

Timo Seewald, Shopping Minister DACH, Google
Geesche Halper, Product Specialist Shopping Ads, Google
Ruth Ballett - Retail Lead, Google

English

Workshop: Transforming customer experiences with Google Cloud AI

You want every interaction customers have with your company to be great - that's what keeps them coming back. In an ideal world, you’d get them on the phone right away, and make sure that an agent has everything they need to respond quickly and helpfully. That level of customer support is incredibly valuable but comes at a cost. Either you provide excellent customer service that costs a fortune, or you focus on efficiency and risk losing customers. But, what if you could get the best of both worlds? Conversational AI talks, listens, learns & understands to provide world-class support while increasing operational efficiency.

12:30 Uhr - 13:15 Uhr

Julia Eschelbeck, Global Technology Partners, Alliances Partner Manager

 English

Creating Growth in Display

Users spend most of their online time outside search: on websites, in apps, on YouTube, in Gmail, on social networks. This offers advertisers a great opportunity to engage with users in a variety of ways. Advertisers from every segment successfully use Google’s display solutions, but the right audience strategy is key to leveraging their full potential. In this seminar, you will learn how to succeed in display using comprehensive audience strategies, and hear about client success cases that demonstrate effective approaches.

14:00 Uhr -14:45 Uhr

Selcuk-Ilhan Akyildiz, Display Specialist CE (Retail), Google

English

Take Action and Optimize Towards Omnichannel Goals

More than 90 percent of retail sales still happen in brick-and-mortar stores, but most buying decisions are influenced by digital. Users search for a product with Google, watch a product review on YouTube, or look for the nearest store on Google Maps. This is a challenge to any company with a physical presence: how to maximize the impact of digital marketing in your offline business. Whether you’re a brand selling through retail partners or operating on your own stores, you will learn how to measure the effects of Google media on footfalls and store sales. But measurement is only the beginning. We’ll also introduce campaign formats and optimizations targeted at driving offline growth across Google platforms.

14:00 Uhr -14:45 Uhr

Gregor Plath, Measurement and Attribution Specialist, Google
Lidia Schneck, Measurement & Attribution Specialist, Google

English

GA 360 - Measuring impact and using first party data

Using third party data is a great way to improve your targeting but most companies neglect the wealth of first party data that is available to them, practically free of cost. Especially when it comes to datadriven initiatives, signals from your users website behaviour, CRM and offline sales are the path to true customer understanding and therefore to better performance. In this session we will show you how to use GA360 to collect data and make it available for your campaigns and website optimization. Learn how to create your own digital advertising success story!

14:00 Uhr -14:45 Uhr

Lennart Paulsen - Co-Founder & Managing Director
Siegfried Stepke, Founder & CEO, e-dialog

English

Workshop: #IamRemarkable

#IamRemarkable is a Google initiative empowering women and underrepresented groups to celebrate their achievements in the workplace and beyond. The workshop will highlight to participants the importance of self promotion in their careers and provide them with the tools to practice this skill.

14:00-15:35

Dorina Leititis, Sales Manager - Google Marketing Platform - Retail & Accelerator 

English

Data Ownership + Transparency + Brand Control with DV360

Learn how advertisers can gain more control of their data: ownership, transparency and brand safety in the programmatic ecosystem. Based on our client FLYERALARM, we will show some examples of how brands can take more control and gain more transparency using DV360.

Learn how advertisers can gain more control of their data: ownership, transparency and brand safety in the programmatic ecosystem.

14:50 Uhr -15:35 Uhr

Leonardo Kopp, Managing Director Switzerland, DQ&A

Joel Meier, Director Media, Webrepublic

English

The New Normal in Search Advertising

At Google, we are incorporating Machine Learning (ML) across our wide range of products to meet heightened user expectations - whether that’s in products like Gmail or in Google Ads . For business growth in today’s world, leveraging ML-powered solutions is indispensable. In this seminar, you will get to know the latest and greatest around the new normal in Search advertising: the so-called “Fullistic” automation approach. Fullistic means maximizing the power of fully automated Smart Bidding by feeding in all available signals, creatives, and by simplifying accounts. A setup that helps you grow business and spend more time on more strategic and value-adding tasks. 

14:50 Uhr -15:35 Uhr

Denis Dautaj, Search Automation Specialist, Google
Solveig Neumann, Audience Specialist, Google
Yves Brunschwiler, Head of Audience & Automation, Google

English

How to Craft a Fast and Engaging Mobile Web Experience

When a website loads slowly, the user is gone. Much faster than previously thought. But what do users expect when entering your website via mobile devices? And how fast does your website need to load to maximise its performance? In this masterclass we will show you what today’s highly demanding customer expects and how you can still stay ahead by using modern web technologies. App-like functionalities are long available for the web as well and are helping you to turn new customers into loyal ones.

15:50 Uhr -16:35 Uhr

Alberto Miotti, Mobile Specialist, Google
Christina Aigner, Mobile Solutions Specialist, Google

English

Improve Your Cross-Channel ROI by Smart Data Activation

In a world where GDPR and browser changes are increasingly impacting the usage of data for marketing, first party data grows in relevance. This seminar will focus on how first party data can be leveraged to activate data across 3 areas: bidding optimization, ads targeting, and onsite personalisation, using Google Ads and GMP.

15:50 Uhr -16:35 Uhr

Alexander Hoffmann, Data Activation Specialist, Google
Reemda Tieben, Measurement and Attribution Specialist, Google
Sandra Pfeifer, Audience Specialist, Google

English

Think big, Think global. Grow your business internationally

Swiss companies are true export champions. In the digital age the possibility to expand to new markets and customers is endless. But how can you tap into that potential? In this masterclass we look at successful advertising and operational planning strategies for international expansion. Based on market insights and case studies we will explore how to evaluate and prioritise international markets and overcome operational hurdles. 

15:50 Uhr -16:35 Uhr

Julienne Ernst, International Strategy and Sales Manager, Google

English

App Strategies for successes

The app market gold rush seems to be history. No CEO will demand an app just to have an app. If this sounds like a requiem for the native app, it shouldn’t. People still download, like, and use native apps on their phones. But a lot of things need to be considered if you want to be successful in the app game, and this seminar offers an overview. You’ll learn about product strategy and best practices in UX and design, from measurement and tracking to app marketing. The class also throws in some great examples of successful apps.

16:40 Uhr -17:25 Uhr

Marie Loridan, Mobile App Specialist, Google
Thomas Jägel, Industry Manager, Google

English

Engage + Convert on Youtube

Learn how to unlock performance with YouTube using TrueView for Action campaigns combined with the right advanced audiences. Learn more about incrementality on YouTube campaigns.

16:40 Uhr -17:25 Uhr

Shefali Bhatnagar, YouTube Action Lead, Google 

English