Strategic Track
Technical Track
Machine learning, bots, AI, big data - we are swamped with new technologies that collect and act on data. But before we can act on it, we must understand it.
Making sense of data, to uncover valuable insights is becoming and even greater a struggle for businesses.
Today, more than ever, with the explosion of data, the amount of data noise outweighs the faint signals that drive business brilliance.
In her presentation, Inbal will share her experience of uncovering business brilliance in the most unexpected places; how designing creative data-driven solutions may shift your business and to become a game changer.
How to overcome common Google Analytics limits by using Googles BigQuery and DataStudio.
Everybody loves Google Analytics: It’s free, it has more functions than anyone would ever use, it’s easy to set up and even easier to use. But still, when going beyond the standard implementation it has certain limits.
Many of those limits can be overcome simply by using additional tools, which can be set up and used even with a minimal budget and just a little coding effort.
Tobias presents you how to set up insightful reports in Google DataStudio by using Google Analytics Data in Google BigQuery.
The basic set-up: A process to export your data into Google BigQuery + a few simple SQL statements to read the exports in Google DataStudio.
The challenges: Cross-Account Reporting, Custom Grouping of Everything, Organic Keyword Data, Profits instead of Revenues, user-centric reports, offline marketing activity.
Israeli companies lead the world in developing sophisticated tech that ensures sales and marketing are more accountable than ever.
However according to Jonathan Gabay, the role of marketer as data scientist comes at a cost to fundamental brand authenticity and creativity.
In this fascinating talk, Jonathan argues that in the process-driven race to track and win ‘eyeballs’, marketers are losing audience’s minds and, most importantly, hearts.
This is your opportunity to learn about what promises to be digital’s most important development yet.
Like anyone today, you have reams of web data, but that’s not the whole story of your customers’ interactions with your business. Trouble is,, there’s a lot of data to deal with, and it’s often in disconnected systems that make it hard to connect the dots.
Let’s cut through the fog to talk about how we can put data together in productive ways to understand your customers, giving you the metrics you need to make better decisions about marketing and sale, both online and offline.
Key takeaways:
1. Identify thee potentially useful sources of data you (may already) have.
2. Learn techniques for building connections among existing data sets to understand customers.
3. See concrete examples of outcomes from connecting data.
Ridesharing is a quickly growing, low margin business where repeat usage and habit formation is key.
That means that marketing efforts need to be measured by their impact on user lifetime value, rather than any immediate outcome.
Saar Golde, thee Chief Data Scientist at Via, will review best practices for measuring campaign outcomes in a framework that revolves around user lifetime value: how to measure the effect of personalized, targeted campaigns on the different components of user lifetime value, user churn and user revenue stream, and how to do that in an environment of rapid growth.
How can we entice our users to enter the ocean of data with confidence?
How can we enable our users to easily navigate the ocean of data without getting lost or drowning?
In this session we use a Thomson Reuters use-case to illustrate how we created a single tool to:
We will give you some immediately applicable tips on how to do this yourself, in a quick and agile manner, with a focus on research, testing, and design processes.
Personalisation can drive huge lifts in conversions, but how do you manage it effectively in the tools you’re already using?
In this talk, you’ll learn a tool agnostic framework for personalisation, where you can get invaluable data for your segmentation and messages and harness all your tools together to deliver perfect personalisation at every touchpoint.
Together with case studies, you’ll leave with an actionable framework to implement personalised marketing with the tools you’re using today.
Un-Checked assumptions are the beginning of every new project: assumptions about the problem we seek to solve, the target audience, how people will desire the features etc.
Often times we neglect validation because it is traditionally an expensive, slow and incomplete method - but current tools and methodologies allow us to validate quicker and cheaper than ever.
In my talk I will:
* Discuss how to choose the right questions
* How to quickly and cheaply gather data
* What to ask in customer interviews
* How to use the data collected to make decision going forward
Optimisation is the bread and butter of any online marketer worth his salt. However, there’s a massive variance in results between different marketers, even though most of the technical know-how is easily available through open sources.
In his presentation, Moshe will demonstrate how most mainstream methods of marketing optimisation can paradoxically lead to decreased performance, and how changing the WHAT, WHEN & HOW of the optimisation process will help you achieve explosive growth.
יש המון מידע שמפוזר ברחבי האינטרנט באופן חופשי, אבל לא כולם יודעים איך להגיע אליו.
חברות רבות, כמוו גוגל ואפילו זאפ, לא היו יכולות להצליח אם לא היה להם בוט מיוחד שסורק את האינטרנט ומוציא להם את המידע הנדרש.
בהרצאה תלמדו איך להגיע למידע העצום הזה בעזרת בוט פשוט שתוכלו לבנות בעצמכם, איך לאסוף אותו כדי להשתמש בו לצרכים של החברה שלכם, ואיך לנתח את ההצלחות והכשלונות של המתחרים שלכם באמצעות המידע הקיים באופן חופשי באינטרנט (בתנאי שאתם יודעים איך להגיע אליו…)
בהרצאה נעסוק בתחומים הבאים:
* נדבר על הפוטנציאל הגלום במידע הזה ומה נוכל לעשות איתו.
* נסקור את הכלים המאפשרים לנו לבצע את הסריקה ולאסוף את המידע.
* נלמד איך לנתח את המידע ולעבד את הנתונים שאספנו כדי לקבל החלטות אסטרטגיות בעזרתם (נעסוק גם במוצרי ענן שיכולים לעזור).
* נציג מאגרי מידע להורדה, המכילים מידע קיים שכבר נסרק ממילוני אתרים.
* לבסוף נראה איך להציג את המידע העצום הזה בצורה ויזואלית שתאפשר לנו להוציא ממנו תובנות בצורה קלה.
Measurement protocol is an essential part of the already rich Google Analytics feature set allowing data collection from various non web/app customer touch points (think offline).
The ability to tie user behavior across the entire business ecosystem is pretty much a must these days yet there are some nuances each implementation needs to consider in order to preserve and correctly attribute user interactions. In other words mapping business activities to the Google Analytics user / session / hit model.
The Measurement protocol cases will show:
Traditional B2B SaaS wisdom has it that you need a large, expensive Sales Development team to fill your sales team's calendars with qualified sales meetings.
But what if marketing automation could get your prospects to schedule their own sales demos, leaving out the expensive Sales Development team?
In this talk, Udi Ledergor, VP Marketing at Gong.io, will show us how they're using marketing automation to help prospects self-schedule their product demos and fill their pipeline with sales opportunities at a fraction of the traditional cost per meeting.