2 days / 15 talks
Awesome and great blog

January 25-27


Russell McAthy says “Using smart analytics is allowing brands to drive improvements in their marketing activity without the need for guess work.

Russell McAthy is the CEO of CUBED. They are a marketing attribution platform that works with brands to show them the true impact that marketing has on their consumers. Russell’s role as CEO spans the entire business – from strategy to marketing, sales to design.

Russell says “I’ve been in analytics for over 15 years – and i’m super passionate about changing the way brands understand their performance”.

Telling a little more about himself, Russell says, “I moved to London 7-8 years ago. I didn’t know anyone here and threw myself into the digital marketing conference scene. A lot of my closest friends are people I’ve met from the industry. I get to travel around the world with my now friends – innovating and educating.”

Russell McAthy on Smart Analytics at 3XE Search Conference

Russell talks about Smart Analytics at 3XE Search

At the upcoming 3XE Search Conference, Russell is talking about the effective usage of analytics. The topic of this presentation is ‘Everything you think about your analytics is probably wrong!’

In this talk Russell will go through a number of ways brands are using data and show where they are not always seeing the full picture. This will range from the basics like conversion rate through to his passion topic, marketing attribution. He is going to talk about the mistakes even big brands are making and ensure that you’re set for an accurate and actionable analytics led future!

From Russell’s keynote presentation we will understand the importance of marketing attribution for the future of our companies. He will explain the process of determining the events that help in achieving the marketing objectives of a company. His talk is also going to cover the reporting adjustments needed to improve a company’s bottom line.

Russell explains that “Brands (but more often agencies) often focus too much on vanity metrics or correlation rather than revenue. We know that SEO is great for consumer research, and potential customers use search to find more about the brands or products. The Last click analytics does not show the true value of SEO and therefore the wrong metrics are used to look at performance.”

SEO Tools to use in 2018

He suggests ‘people’ as one of the most effective optimising methods that a company should focus on.

“Human resource is overlooked too often for simply buying a tool. No technology on its own will answer any brands questions. We need brands to invest in people to drive insight and action before they focus on spending cash on platforms.”

“When it comes to platforms, I have a number of friends who I think have made some super clever tools, like ScreamingFrog, SEOMonitor, Kerboo, Sitbulb and Majestic.

Russell uses twitter & Linkedin to find content, Reddit for latest trends and Google Now for more personal content.

Discussing the future of SEO, Russell tells “Everyone loves to talk about voice, AMP etc. The issue is that 99% of the time – it’s about scaling the simple stuff well. Making smarter decisions and creating content for the RIGHT reasons. Quite often the magpie logic of new and shiny objects are massively overvalued.”

“If you are the market leader then its about small increments, otherwise it’s about GAP analysis and finding where you can take market share. We are now in a place (with data in Google Search Console,  Analytics & SEO tools) that we have “enough” data to make smart decisions based on actualities rather than opinion. Maybe this should be the first call rather than building an Alexa recipe!”

Find the event schedule: 3XE Search

Read blogs by Russell: CUBED


Two weeks ago, over 600 people packed into Croke Park to hear some of the best international and domestic leading lights in digital marketing at 3XE Conversion.

Even though you weren’t able to attend the conference, you don’t have to feel like you missed out completely. Here are our three golden nuggets to help you grow your business online.


Booking.comPersonalisation and Experimentation

  • Product Loves Data.
  • Address personalisation.
  • Test and retest EVERYTHING.

Why should you do A/B Testing?

  • All of us are wrong most of the time.
  • We want what we do to be profitable.
  • We want customer sentiment to drive product development.
  • We want decisions to be based on fact.

Why shouldn’t you be testing?

  • You don’t have enough traffic.
  • You don’t know what success looks like (no success metrics).
  • You like being ‘the expert’.

PinterestDriving Online Conversion Through Visual Discovery

“It’s all about me and my interests.”

  • Pinterest is the most popular platform for finding and shopping products.
  • 200 million+ people globally use Pinterest every month.
  • +40% growth year on year.
  • +50% male Pinners growth.
  • 600k monthly Pinners in Ireland.
  • 44% of Irish Pinners are Millennials.
  • 93% of Pinners use Pinterest to plan for things they want to buy.
  • 87% of Pinners purchased something because of Pinterest.
  • Pins are ideas – make sure all of your creative is… Helpful. Beautiful. Actionable.

GoogleHow to get started with mUX improvement. Data & stories from 400+ engagements.

  • 50% of smartphone users said if they were unhappy with their experience on a mobile site or an app, they would be less likely to buy products or services from that company in the future.
  • Be ready for user experience (UX) – mobile site improvement is a priority. Use analytics and A/B test recommendations.
  • Calculate the opportunity from small improvements. Increasing the mobile conversion rate by only 5% (from 2.6% to 2.73%) can potentially bring $2.7M additional annualized revenue.
  • Make payments easier and faster online with Google Pay – Reducing 120+ taps to a 2-click checkout online.
  • Help users checkout faster with Autofill. In recent experiments, Autofill drives up to 25% more form submissions on Android (Chrome Research). Can store email, name, phone, credit card and address.
  • Implement address autocomplete. When the user selects an address from the list of suggestions, your application can then populate the correct fields of the address entry form.


>> Video from presentations from 3XE Conversion are underway and we will email all the details next week – make sure you subscribe! <<


We’re still confirming some of our line-up for the 3XE Social Media & Content Marketing Conference on 11th May, Croke Park, Dublin, but I couldn’t wait to share our first wave of speakers with you. For more details please visit:


While we are making some hassle-free travel reservations at, Shalini Sukumar is the brains behind creation of the hassle-free customer experiences.

3XE Digital Conversion speaker Shalini Sukumar is a Product Owner Data Science at Responsible for using data to drive product decisions, Shalini looks at creating best possible customer experiences at Originally from India, Shalini moved to Singapore to pursue Bachelors in Computer Engineering from Nanyang Technological University. Subsequently, she spent 12 years in Singapore and 3 years in the United States of America, before starting her journey with in Amsterdam.

3XE Digital Conversion is one of the largest travel e-commerce companies in the world. was a small Dutch startup in 1996 that had a mission to empower people to experience the world. With its investment in digital technology and care for best travel experiences, became a household name. Describing, Shalini says ‘We’re not only connecting travellers with their ideal stay, but we’re passionate about powering their travel experience from start to finish. Everything we do at supports our goal to help our customers discover and enjoy the world, and our partners to grow their businesses via our platform.’

At the data analysis and algorithms developed by the Data Science teams touch all customer interactions, and that contributes to more than 1.4M room nights being reserved per day across’s website and mobile apps. Supported by ongoing experimentation, the teams continuously leverage data to enhance the user experience, working in close collaboration with developers, business and product owners to meet the unique needs of different types of traveller and further the company’s mission of empowering people to experience the world .

From our interaction with Shalini Sukumar on and her role as a speaker at 3XE Digital Conversion Conference on 8th Feb 2018:

3XE: Tell us about your journey in the digital world and one thing that inspired you here.
Shalini: As a technology enthusiast, I have worked in various technology roles in the past, which range from a summer internship at ebay, to being a developer for 4 years with Credit Suisse Investment Banking division. Before joining, I worked as a Data Product Owner at a Big Data startup, Crayon Data, in Singapore.

The Digital Age has taken the world by storm in the 21st century. I am excited for the impact big data could have on technology and passionate about witnessing the growth of data science as a discipline.

3XE: What will you be speaking about at 3XE? Can you also highlight the 3 takeaways that you think delegates will get from your presentation?
Shalini: I will talk about Personalisation and Experimentation at, and the emphasis will be on –

  1. Product loves Data. Address Personalisation.
  2. Test and Retest everything.
  3. Less is more.

3XE: What emerging trends will affect your business during 2018?
Shalini: From products to experiences: Travel as a commodity is outpacing the demand for goods. On an average, we see people are willing to spend more on recreation, travel, and eating out, than on consumer durables.

Airlines becoming more accessible: Thanks to a mix of low fuel prices, international competition, and low-cost entrants – we see an existence of intense competition in the airline industry that is causing downward pricing pressures. That may be tough news for airline industry margins, but low fares drive more sales throughout the travel sector.

The new cool for travel destinations are the lesser-known: While the city lights of Paris and the buzz of Tokyo will always be appealing to those afflicted with wanderlust, there’s an increasing desire to explore smaller and less popular destinations. In these cities and countries, people are discovering uninterrupted local culture and authentic experiences.

Accessibility to every corner of the world: Many airlines are offering low-cost flights to local destinations, making weekend getaways to faraway lands feasible for an average traveler. As travel becomes more convenient and affordable, there will be an increase in the total number of tourists heading to your remote region.

People are opening up their houses for stay: There is an increasing trend for people to rent out homes during holidays. This is turning out to be an unique opportunity in a currently saturated market.

Find Shalini Sukumar at the 3XE Digital Conversion Marketing Conference happening at Croke Park, Dublin on 8th Feb 2018. 

Connect with Shalini Sukumar: Linkedin
Read her thoughts : Crayon Blog post


3XE Conversion keynote says YES! Here’s how:

In 2016 a world first for AI writing occurred at the Rio Olympics. The Washington Post covered 300 events using Heliograf, their in-house AI software. These robot-generated articles were published alongside ones written by humans.

Crucially, no-one spotted the difference. The paper now regularly uses Heliograf for sports reports like the one below and the same software is used under license by news organisations around the world.

For several years now, AI has been a hot new target for ambitious venture capital funds and there are some serious contestants available on the market:

Quill platform is smart enough to understand the user’s intent, pick out what’s interesting and develop an understanding of the story to be told. Feed it some structured data and Quill will transform it into a written narrative with a tone and style that reads as if a living person had sat down and tapped it out on a keyboard.

Phrasee specialises in writing email subject lines. Its technology is so advanced it captures the brand voice with uncanny accuracy and can even include emojis, emotions, colloquialisms, and alliteration.

Indix, which will optimise assortment for ecommerce website, improve their product pages and refine ad targets – to fill audience profile gaps and get the right products to the right people.

What do these tools mean for the future of writers/ bloggers / marketers? Join Mel Henson, Head of Creative at AWA digital and find out for yourself at 3XE Conversion, 8th Feb, Croke Park, Dublin





While search marketing continues to be the biggest and most powerful form of digital marketing, it can also be a complicated beast. If you are not careful, a lot of money, time and other resources will be spent before working out what you really need to do, to be successful with your business online.

Keep calm and don’t panic! 3XE is thrilled to announce Belfast based analytical genius – Mark Lilley, Co-Founder and Director at Groundswell is to join the 3XE Search speaker panel on 19th October, at Croke Park, Dublin. Mark will help you to battle the ‘search marketing beast’ with his personalised key-note address he is going personify the importance of marrying your search and advertising efforts with user experience and conversion optimisation.

“I believe, joined up approach is critical for successful growth within ecommerce and ‘turning on the taps’ without paying enough attention to the complete journey can waste a lot of money.”
Mark Lilley via Irish Tech News

It is a common practice with under-performing businesses to have their analytics configured and implemented incorrectly. Mark will demonstrate the importance of measurement to help your business with prioritisation and enablement of sustained growth online.

Join Mark Lilley, other world-class speakers and 600 fellow marketers at the upcoming 3XE Search marketing conference on Thursday, 19th October at Croke Park, Dublin. For tickets and further information please visit



Analytical Customer Journey Mapping – Weaving Together The Strand

Before the advent of vertical integration, retail shop keepers fulfilled many roles: marketer, sales person, distributor and often product developer. Standing behind a counter face to face with customers, this professional listened to and answered customer questions. They learnt which products were popular with whom. They watched returns, revenue and profitability. Opportunities for cross-selling were across the counter. Problems with customer services were gossiped about in the community (some things never change). Products that performed poorly were returned, and our shop keeper asked where the product failed to meet need. There were no frayed edges: the feedback loop was complete.

This is the opportunity of customer journey mapping and analytics: to think holistically and understand the business impact of market and marketing decisions, like our well-grounded shop keeper, but at scale.

Customer journey mapping provides an accessible customer centric framework for considering prospects’  needs. As a prospect’s understanding of a problem develops, as they consider alternatives, and choose solutions, there are a myriad of ways they ‘touch’ your organization. Perhaps they start with a search, or come across you on social channels. Then as your remarketing, paid search, paid social and email campaigns kick in, your prospects download whitepapers, read reviews and learn from industry thought leaders. Add in ‘person to person’ interactions, as sales and support teams get involved, and that’s a great many ‘touches’. The data gets big quickly.

Customer journey mapping provides a strategic anchor for cross department and cross channel collaboration. It provides a framework for bringing the various marketing strands together and identifies process gaps. (Often the worst gaps are early journey questions, such as comparing different technological approaches). Teams working with journey maps gain a shared language, an understanding of how their individual roles fit into the customer experience and, ideally, with shared goals. There is nothing like a team pulling together.

Coupling customer journey mapping with analytics enables digital feedback loops, and focusing on what matter most: business results. Marketing metrics should cover the entire journey; acquisition, behaviour and business results. There are many sources of data. Social media marketing analytics, email analytics, paid search, CRM analysis, and the experience of your team creates a rich understanding of customers. In particular, website analytics draw together your individual digital touchpoints (content, channels, and campaigns) into a cohesive picture of what works. And unlike our shop keeper, analytics operate at scale.

Analytics is the core of fact-based decision making. Cross-departmental collaboration is the core of customer centricity. Customer journey mapping weaves these wonderful strands together. It’s accessible and a strategic tool to guide your organization.


Learn how to structure your customer journey map at 3XE Digital in Jane’s workshop.




Using your data effectively, and interpreting that data, is an essential element of successful marketing. There are some excellent data and analytics tools available to help you to target your audience and optimise your campaigns. The problem is that there are so many marketing tools out there that it can be difficult to know which one will be the most effective in helping to achieve each objective. In this article, we list our Top 5 Analytics Tools that we think you should be using (or at least considering) to measure your marketing campaigns.


Google analytics


Google analytics is one the most widely known and important tools for every marketer. This platform provides companies with vital information surrounding the performance of your website and the elements which your customers choose to interact with the most.

This platform, allows you to gain comprehensive demographic data about your audience, measures engagement, helps to determine where your website audience is coming from and shows you which elements of your website and content are most frequently visited. Many first time users have found the Google Analytics interface to be quite confusing and overwhelming, however Google are continually looking to improve the platform by updating its features and interface.

New to Google Analytics? Need to polish up your knowledge? The Beginner’s Guide to Google Analytics for WordPress will provide comprehensive information on how to set up, optimise and successfuly run Google Analytics to suit your campaigns.


Clicky Web Analytics


Clicky Web Analytics can best be described as a more user-friendly version of Google Analytics. Unlike other web analytics, Clicky gives you real-time information and even allows you to monitor the actions of users currently on your website. Clicky also has on-site heat maps which are extremely functional and can be placed on your website by installing a short code. Clicky has another great feature where it shows you where your website ranked when specific users clicked on your link.




Buffer is a fantastic tool for analysing social media posts and shares. Buffer has a free plan which gives you access to information from social media platforms like Facebook, Twitter, LinkedIn, and Pinterest, allowing you effectively analyse your social media strategies. Buffer also allows you to schedule your social media activity well in advance. You can build your own publishing schedule or leave it up to the Buffer tool itself to decide when it the best time to publish your content. One drawback which Buffer has when compared to Hootsuite for example, is that you cannot reply, favourite or respond to content through the platform itself.

Buffer provides some great statistics which can show you if you are achieving your social media goals. You can easily tell if you are making the most of your social platforms or if more is required to truly engage with your target audience.



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Cyfe is an all-in-one business dashboard app that helps you easily monitor all your business data from one place. Cyfe has been consistently picked as being one of the most useful tools for businesses looking to amalgamate all their metrics into one easy to use dashboard. This tool allows you to monitor several websites across different platforms, giving marketers a greater scope with which to analyse and improve their strategies. Through the app’s separation of dashboards into intuitive groups, marketers can focus on one specific element of their marketing plan, such as social media or finance.


Facebook Audience Insights


Facebook Audience Insights is a great tool when carrying out market research and looking to measure the effectiveness of content. This platform allows the user to view specific demographic information, and this is only the beginning. Audience insights can help to create targeted content based on the interests/occupations/location of specific audiences. This tool also enables you to break down the audience of your competitors based on interests.

These days effective marketing require strategies which are driven by data. The number of free resources available means that marketers have no excuses to not ensure that their campaigns are more focused and tailored to specific audiences.

Want to learn more about data driven marketing in the new age of digital? Join us at the 3XE Digital Data, Mobile & Social Media Marketing Conference taking place on February 9th, in Croke Park.