Day 2- Evolving your Omni-channel roadmap

Registration

08:00 AM - 08:45 AM Registration & Refreshments

Breakfast

08:00 AM - 08:45 AM The women in eCommerce breakfast

Linda Johansson, Service Manager Digital Commerce, Volvo Car Group

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Linda Johansson

Service Manager Digital Commerce
Volvo Car Group

08:45 AM - 08:50 AM Conference Director’s welcome

Nick Hendry, Conference Director, eTail Nordic 2016


Evolving your Omni-channel roadmap

08:50 AM - 09:00 AM Chairperson’s Welcome and opening remarks

Jan Romme, Former head of eCommerc, F Group

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Jan Romme

Former head of eCommerc
F Group

09:00 AM - 09:20 AM KEYNOTE: Omni-channel 2.0: How to integrate off and online seamlessly to give your customers a fantastic experience

Magdalena Persson, CEO, Interflora
  • Creating a forward thinking and technology embracing integration strategy

  • How can you successfully motivate store workers to integrate digital experiences and provide POS advice

  • Defining a great in-store experience and assessing how this can be accurately measured?

  • Assisting the in-store customer using digital technologies?


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Magdalena Persson

CEO
Interflora

09:20 AM - 09:40 AM How to identify unique customers and their path to purchase: Creating a truly omni-channel customer proposition

Hans Edlund, Head of eCommerce, Polarn O Pyret
  • Looking at the relative value of instore Vs. online data

  • How can this be used to tailor your experience towards the omni-channel customer?

  • Leveraging and reusing that customer data (purchase data, behavioral data, etc.) to encourage them to buy

  • Redeploying customer data into a specific commerce experience across different channels


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Hans Edlund

Head of eCommerce
Polarn O Pyret

09:40 AM - 10:00 AM Client Case Study: How to deliver on the promise of marketing

Rob Burbeary, Regional Sales Director, Emarsys Anni Honkaniemi, Digital Marketing Manager, Musti ja Mirri Group

Rob Burbeary

Regional Sales Director
Emarsys

Anni Honkaniemi

Digital Marketing Manager
Musti ja Mirri Group
  • Moving beyond omni-channel: what comes next and how will this help your customer?

  • Mobile development, how will this help your business grow?

  • The progression in data: the rise of smart data and insight What is more likely, revolution or evolution of the industry?


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Jan Romme

Former head of eCommerc
F Group
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Kari Harkonen

CDO
Marimekko
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Marius Valaker

Head of eCommerce
Moods of Norway
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Sascha von Holt

CEO
Seven Ventures
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Wilko Klassen

VP Global Online
Husqvarna
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Johnas Liljegren

Client Partner
Facebook

10:50 AM - 11:30 AM Coffee and Networking Break in the eTail Carnival

11:30 AM - 11:50 AM How do you manage the digital transformation to realtime contextual omni-channel retail?

Jens Feilberg, Head of Nordics Marketing, SAP Stephanie Waters, Global Retail Industry Principal, SAP Hybris
Customer engagement is evolving for retail organizations like yours, thanks to the evolution of your customers. They are more digitally connected, socially networked, and better informed than ever before. Your new focus? To innovate your business and perfect the customer engagement model to deliver a great, contextual, and meaningful customer experience. Leveraging customer context to personalize each touch, and delivering consistently great experiences across channels, creates differentiation, optimizes marketing spend, and capitalizes on the willingness of customers to pay more for a better experience.
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Jens Feilberg

Head of Nordics Marketing
SAP
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Stephanie Waters

Global Retail Industry Principal
SAP Hybris

11:50 AM - 12:10 PM What we’ve learned from 5 years of eTail: How this inspires us to shape the future and the biggest webshop in The Netherlands

Feike Groen, Head of Shopping Experience and Architecture, Bol.com Frederieke Ubels, Director IT Innovation, Bol.com

Learn from the Netherlands biggest online retailer!

What we’ve learned from 5 years of eTail: How this inspires us to shape the future and the biggest webshop in The Netherlands


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Feike Groen

Head of Shopping Experience and Architecture
Bol.com
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Frederieke Ubels

Director IT Innovation
Bol.com

Lunch Break

12:10 PM - 1:10 PM Lunch and networking break in the eTail Carnival

Stream A - Breaking new boundaries in online media

1:10 PM - 1:30 PM Taking your in-house programmatic strategy to the next level: What are the key metrics you should use?

Velit Dundar, Head of Acquisition, Carlson-Rezidor Hotel Group
  • Defining the objectives of a successful programmatic campaign?

  • How are you measuring success?

  • Which of these metrics is most relevant: CPA, CPM, ROAS, Conversion, Retention

  • How do you measure moving customers along the value chain?

  • Can you measure Customer Lifetime Value? Should you even be trying?


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Velit Dundar

Head of Acquisition
Carlson-Rezidor Hotel Group

How to use CRM to create personalised campaigns

Alf Jondahl, Head of CRM, VITA

Combining online and offline shopping experiences

Anni Honkaniemi, Digital Marketing Manager, Musti ja Mirri Group & Rob Burbeary, Regional Sales Director, Emarsys

Personalisation

Per Caroe, Global Marketing Evangelist, IBM Marketing Cloud

New approaches to solving integration challenges in eCommerce

Alex Pirinsky, CMO, Quartsoft

eCommerce in a Global Environment: How to maximise Revenue with Web Localization Technology

Jonas Akermark, Head of eCommerce Activation, Northern Europe, SCA & Johan Höök, Regional Director, Translations.com


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Alf Jondahl

Head of CRM
VITA
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Jonas Akermark

eCommerce Manager Northern Europe
SCA
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Alexander Pirinsky

Chief Marketing Officer
Quartsoft Corp.
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Per Caroe

Global Marketing Evangelist
IBM Marketing Cloud

Rob Burbeary

Regional Sales Director
Emarsys

Anni Honkaniemi

Digital Marketing Manager
Musti ja Mirri Group
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Johan Hook

Regional Director
Translations.com

Stream C - Creative Boardroom: Digital Restructuring

1:10 PM - 1:30 PM Beyond Last Click Attribution: How to win in a Multichannel World

Eoin Hallahan, Head of NACE, AdRoll Niels Gramkow, Senior Account Manager, AdRoll
In the past, attribution was a simpler proposition—the last click was the most accurate way to measure what led to a buying decision. With today’s consumers on multiple devices, it is more challenging to gauge which touchpoints influence conversion. Marketers must find the best way to harness this information to understand the most successful channels, enabling them to make tangible improvements, and optimise digital spend and drive ROI.

In this seminar, AdRoll will bring 2 of its senior EMEA team to share with you our latest research on attribution for the European marketer'
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Eoin Hallahan

Head of NACE
AdRoll
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Niels Gramkow

Senior Account Manager
AdRoll

Stream A - Breaking new boundaries in online media

1:30 PM - 1:50 PM Adopting programmatic: How to maintain an effective campaign without sacrificing creativity

Anders Dahlberg, CMO, Let's Deal

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Anders Dahlberg

CMO
Let's Deal

Stream B - Drill-down Roundtables

1:30 PM - 1:50 PM SESSION CONTINUED

Stream C - Creative Boardroom: Digital Restructuring

1:30 PM - 1:50 PM SESSION CONTINUED

Stream A - Breaking new boundaries in online media

1:50 PM - 2:10 PM Fireside Chat: The secrets of a successful programmatic strategy: 3 reasons why this should be your primary marketing focus

Rebecca De Sousa, Programmatic Lead, TUI Nordic
  • Bringing marketing and commerce together to drive conversions and sales

  • Targeting higher value customers and helping them through the funnel

  • Using data to make informed decisions and assist in conversions


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Rebecca De Sousa

Programmatic Lead
TUI Nordic

Stream B - Drill-down Roundtables

1:50 PM - 2:10 PM SESSION CONTINUED

Stream C - Creative Boardroom: Digital Restructuring

1:50 PM - 2:10 PM SESSION CONTINUED

Stream A - Breaking new boundaries in online media

2:10 PM - 2:30 PM Crystal ball panel: The future of Online Media

Anders Dahlberg, CMO, Let's Deal Rebecca De Sousa, Programmatic Lead, TUI Nordic Velit Dundar, Head of Acquisition, Carlson-Rezidor Hotel Group
  • Using creative programmatic strategies to deliver a message to your audience

  • What are the different programmatic objectives for a brand compared to a direct to consumer business?

  • Using programmatic to boost engagement with your content and build brand value

  • 4 changes you need to make to your programmatic model to ensure greater ad engagement


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Anders Dahlberg

CMO
Let's Deal
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Rebecca De Sousa

Programmatic Lead
TUI Nordic
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Velit Dundar

Head of Acquisition
Carlson-Rezidor Hotel Group

Stream B - Drill-down Roundtables

2:10 PM - 2:30 PM SESSION CONTINUED

Stream C - Creative Boardroom: Digital Restructuring

2:10 PM - 2:30 PM SESSION CONTINUED

2:30 PM - 3:00 PM Coffee and Networking break in the eTail Carnival

Stream A - Wining the data war

3:00 PM - 2:50 PM How to turn big, unstructured data into profit: 5 top tips for using smart data to optimise your digital marketing strategies

Mathias Linnemann, Retail Industry Manager, Google Denmark Sebastian Heimfors, Head of Digital, Varner Ibrahimovic
  • Identifying the required data to analyse and optimise

  • Creating the roadmap for a successful campaign: Key performance Indicators and critical success factors

  • How to use data across channels to understand channel and campaign performance

  • Practical advice you can use immediately to kick-start your campaigns


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Mathias Linnemann

Retail Industry Manager
Google Denmark
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Sebastian Heimfors

Head of Digital
Varner Ibrahimovic

Stream C - Unleashing your performance marketing potential

2:50 PM - 3:20 PM Improving your media buying: How to benchmark your performance marketing roadmap

Andrea Molinari, Head of eCommerce, Hallon
  • Creating a vision towards programmatic advertising to define where you want to go

  • Benchmark direct buying, buying via ad exchange & audience buying

    • Identifying the limitations of both

    • How can this enhance the transparency of your campaigns?

  • Creating an improved, shared roadmap on how you can be more successful in a young market

  • How can the industry contribute to a more successful environment?

In this Creative Boardroom you and 15 of your peers will have the privacy to discuss in great depth the challenges that you face as a community.


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Andrea Molinari

Head of eCommerce
Hallon

Stream A - Wining the data war

3:20 PM - 3:40 PM Building a new Aftonbladet: Driven by data and user insights

Mathias Linnemann, Retail Industry Manager, Google Denmark Antoaneta Nikolaeva, Head of Online Analytics, Aftonbladet , ,



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Antoaneta Nikolaeva

Head of Online Analytics
Aftonbladet
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Mathias Linnemann

Retail Industry Manager
Google Denmark

Stream C - Unleashing your performance marketing potential

3:20 PM - 3:40 PM SESSION CONTINUED



  • The importance of using an integrated dashboard

  • Inputting this data into your CRM system

  • Where is the value in having a fully rounded CRM system?


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Antoaneta Nikolaeva

Head of Online Analytics
Aftonbladet
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Mathias Linnemann

Retail Industry Manager
Google Denmark
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Sebastian Heimfors

Head of Digital
Varner Ibrahimovic

Stream C - Unleashing your performance marketing potential

3:40 PM - 4:00 PM SESSION CONTINUED

Closing Keynotes

4:00 PM - 4:20 PM Essential tips for Social media presence on a Global, National and Local level

Liselotte Kirkelund, Global Head of Content & Digital Marketing, Vero Moda (Bestseller)

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Liselotte Kirkelund

Global Head of Content & Digital Marketing
Vero Moda (Bestseller)

4:20 PM - 4:50 PM Out of the box Keynote

Aric Dromi, Special advisor, futurologist, Volvo Car Group

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Aric Dromi

Special advisor, futurologist
Volvo Car Group

4:50 PM - 5:10 PM Slot reserved for:

Claes Hessell, Head of Online, Coop Sweden

Claes Hessell

Head of Online
Coop Sweden

5:10 PM - 11:59 PM End of Day 2: An exciting activity is being planned by the eTail team – details to follow shortly