Ah, the most wonderful time of the year for internet retailers is upon us. And no, I’m not talking about the day after shipping cutoff in December. Next week kicks off the world’s largest e-commerce focused event in Chicago – IRCE. There’s no shortage of great events to attend over the two-plus days of the conference. Sessions range across the board from shipping and fulfilment to technology investment strategies, but we at Elite are most interested in what the speakers have to say about the digital advertising side of things. To help you navigate the multi-track conference and pick the best sessions available, we put together a list of can’t-miss talks pertaining on digital advertising at this year’s IRCE.
Note: Omitted Keynotes – those are ALL can’t miss!
Mobile Marketing Musts
Wednesday, June 3, 2015 – 3:30pm to 4:00pm
Mobile traffic has been increasing year after year and shows no signs of slowing. Google recently announced that, for the first time, mobile search traffic eclipsed that of desktops. A recent Pew study indicated that at least 10% of American’s own a smartphone and have NO other internet access at home aside from a data plan, while 15% have limited options for online access besides a phone. Do you want to alienate ~a quarter of Americans with a bad mobile strategy?
Learn how to create a mobile specific strategy sure to craft a welcoming customer experience from Danielle Savin, Director of Digital Consulting at Lyons Consulting Group and Dawn Trenson, Director of E-Commerce at Steven Alan (a stalwart in my closet, in case you’re feeling generous). The pair will explain how to create a holistic marketing approach with mobile design in mind rather than porting over a fragmented Desktop experience.
Crack the Code of Digital Attribution for a Smart Marketing Spend, Faster Tests
Wednesday, June 3, 2015 – 4:00pm to 4:30pm
There are two truths about digital attribution: Everyone needs to do it, and no one gets it perfect on the first try. Or on any try. Crafting a great attribution model is a constant battle that requires iteration after iteration to improve marketing performance. A rising tide lifts all boats, just as a sound attribution strategy lifts return across all channels. In this session, watch Ali Wing & Eric Bibelnieks of Maurices discuss how a national retail chain uses a variable attribution strategy to scale quickly.
Don’t Choke on the Firehose: Making Sense of All That Data from Shoppers’ Social Profiles
Thursday, June 4, 2015 – 3:30pm to 4:00pm
This session may not seem like it’s directly related to advertising, but the fact of the matter is you can garner tremendous insights about customer personas just by mining through Graph Search and Insights. The sheer volume of data customers provide can easily lead an analyst down a time wasting rabbit hole. Instead, it’s crucial that advertisers and social marketers alike focus on social & customer data that matters rather than getting lost in the details.
Learn how to analyze customer data to improve communication (and ad messaging) from King Arthur Flour’s manager of digital marketing, Aime Schwartz.
Analytics: What’s Important—And What’s Not
Thursday, June 4, 2015 – 4:00pm to 4:45pm
Marketing can only go so far in getting users to hand over their hard earned cash. Assessing and optimizing post-click behavior is perhaps the best way to increase profitability of an ad campaign. Tim Wilson, Partner at Web Analytics Demystified, will explain how to create a web analytics strategy to benchmark and interpret the most important data in your analytics reports. There’s a lot more to analytics than a dashboard with sessions and conversion rates.
Google Shopping Campaigns, One Year Later: What Retailers Know Now
Friday, June 5, 2015 – 1:00pm to 1:45pm
Elite has seen Google Shopping ad spend eclipse standard text ads across a number of clients, and the figure is only growing. Feed-based targeting is showing no signs of slowing down; understanding how to launch and optimize a shopping campaign is now a crucial tactic for any retail search marketer. Watch Eric Best, CMO of CommerceHub and Brad Wolansky, CMO and President of Consumer Direct at Yankee Candle explain how they’re navigating the complicated world of Shopping Campaigns.
The Elite team will be in full force in the Expo hall (Booth #641); we look forward to gathering your thoughts on these sessions or any others you attend.
Wednesday night, June 3rd, we’re also hosting an exclusive after-party for clients and friends – RSVP today if you’ll be in area: Retailer Connect.
See you in Chicago!