1 Day / 20 Great Speakers

6 Workshops

3XE Social Media & Content Marketing Conference (11th May, 2018) schedule to be added shortly, stay tuned!

Croke Park, Dublin. Thursday, 8th February, 2018

Conversion Marketing


Here is the draft agenda for the “3XE Digital Conversion Marketing Conference“ on 8th February in Dublin, Ireland. As promised, we have created the agenda to include plenty of networking opportunities.

Please note that this schedule is subject to change.


Anthony Quigley

Conference Opening

Your chairman for the conference, Anthony Quigley, will open the conference and introduce the agenda and topics for the day.



Shalini Sukumar, Product Owner Data Science at Booking.com

Personalisation and Experimentation at Booking.com

Conversion rate optimisation (CRO) is centred around increasing the percentage of mobile/website visitors into customers. A/B testing is meant to help create the best version of a product that’s specifically tailored towards the consumers’ needs and wants. What appeals to your end consumer, and how exactly do you optimise your website and campaigns for the largest group of people?

Booking.com has been testing for 8 years, and initially built their own tools due to a lack of options on the market at the time. After dedicating funding and resources towards developing their testing processes, they created a strong in-house solution. In this presentation Shalini will be sharing her wealth of knowledge and expertise in the area of conversion personalisation and experimentation at Booking.com

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Mel Henson, Head of Creative at AWA digital

How Compelling Copy Gets Higher Conversions

* Copy is one of the biggest needle movers in split tests

* How to approach copy at every stage of the customer journey

* Underlying theories and techniques, including purchasing decision hierarchy, biases and embedded commands

Some of the biggest needle movers in split tests are down to copy alone. Words are powerful and neuroscience research has given CRO copywriters even more tools to persuade web visitors to act. Find out how Mel Henson, one of the UK’s leading CRO copywriters approaches copy at every stage of the customer journey. Illustrated with numerous before and after examples, Mel not only shows the words that got results but also explains the underlying theories and techniques, including purchasing decision hierarchy, biases and embedded commands.

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Frederique Hugonnet, Partnership Manager for Ireland at Pinterest

Drive Online Conversion Through Visual Discovery with Pinterest

Images and video are now an absolute requirement as part of the messaging and presentation of modern day brands. Pinterest has been at the forefront of this development for the past 5 years and continues to help brands in innovative and thought-provoking ways. In this presentation, Freddie will share some case studies and examples of how and when to best use imagery in your marketing max and how Pinterest is fast becoming the platform of choice for smart marketers.
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Karoliina Heinonen, VP of Client Success – Europe at Finch

Karoliina Heinonen, VP of Client Success – Europe at Finch

Let’s Talk Profit!

In this talk Karoliina will use her insights from a combined five years at Google and Finch. She will walk you through how advanced PPC automation, attribution and focusing on the right metrics are key to driving not only conversions but your company’s bottom line in 2018 and beyond.
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Alan Coleman, CEO and Roisin Linnie, Head of Social, Wolfgang Digital

How To Spend Your AdSpondoolas in 2018 to Maximise Conversions

In this talk Alan & Roisin will detail the battles of the internet giants, the main contenders to threaten the digital media duopoly and they will reveal a Wolfgang digital marketing invention guaranteed to supercharge your conversions in 2018.
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Q & A, Panel Discussion



Coffee / Tea Break

Networking opportunities and a chance to meet with some of the sponsors as well as peers (and don’t forget your long-lost digital marketing friends that you seem to only meet and chat to online these days!)


Valerie Lyons

Valerie Lyons, Chief Operations Officer, BH Consulting

The Potential Impact of the General Data Protection Regulation (GDPR) to the Marketing Industry

GDPR is one of the hottest business topics in Europe right now, one that is naturally very important to Irish marketers and business owners. It is of huge importance to many conversion and general marketing professionals as they look to ensure compliance when marketing to their customers.
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BH Consulting


Achint Sehgal

Achint Sehgal, GDPR & Privacy Management at OneTrust

GDPR: How to Tackle Consent and Preference Management

Consent is an active area that many organizations are currently struggling with in GDPR (and ePrivacy). Consent impacts both B2B and B2C marketing activities, as well as deeper business activities that may require consent such as automatic decision making, processing special categories of data, or cross-border data transfers. This session will help clarify why consent is so unique in GDPR, when you do (and don’t) need consent, and practical case studies of how to tackle consent, re-consent, and preference management in practice.




Fergal McHugh, Head of Strategy at Arekibo

B2B Conversion and Real Digital Transformation

It is essential for teams working on digital transformation programmes today to win “hearts and minds” inside the customer organisation. Getting B2B firms to take digital conversion seriously requires addressing recurring challenges: stakeholder scepticism, lack of consensus on strategic and business aims and barriers to adoption and employee empowerment. With a specific focus on digitally maturing B2B firms, Fergal talks about strategies that can help meet these challenges.
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Anu Adegbola, Founder / CEO at MindSwan

Data and Pay Per Click Automation

Anu will go through the evolution of PPC and why we need automation solutions to make our PPC activities/optimisations go further and allow us to overtake out competitors and keep up with the Google updates.
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Emiliano De Matteis, Mobile User Experience Specialist at Google

How to get customers started with mUX improvement – Stories from 400+ engagements

In the action-packed presentation, Emiliano, who manages Mobile User Experience for Google, will share some of the latest developments at Google. Specifically, he will focus on how to get customers started with mUX improvements and will include stories from 400+ engagements for you to learn from.
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Q & A, Panel Discussion



Woohoo! Lunchtime!




We want to ensure that you get the very most from your attendance at the 3XE, so we have included a number of practical workshops. During the presentations, you will find out “what’s possible” using digital technologies. During the afternoon, you have a range of workshops to choose from. These workshops are all designed to provide you with “how to” know-how. The facilitators will take you behind the hype and show you how to actually implement certain aspects of content and social media marketing.The workshops are designed to ensure that you take away a clear and practical understanding on how to put your new-found marketing knowledge to use.You can choose to attend 2 of these workshops from the options below. Of course, your colleagues may elect to attend different workshops and you can compare notes afterwards.Each workshop is 35 minutes long. Choose from 2 of the following list.

Workshop #1


Rebecca Hindle, Digital Strategy Manager, Helen Baggott, Casino & Poker Performance Manager and Helen Warburton, Customer Proposition Marketing Manager at Sky Betting and Gaming

SBG – Changing the Game

Sky Betting and Gaming talk through the launch of their high-performance Casino that launched in early 2017. From brand proposition to conversion. Changing the game through brand proposition, media strategy and conversion.

Workshop #2

Robbie Deighnan, PPC Executive, Wolfgang Digital

Rob Beirne, Senior Digital Marketer and Robbie Deighnan, PPC Executive, Wolfgang Digital

Finally! Research Online Purchase Offline Conversions Can Be Tracked.

In this talk Rob & Robbie will share how they tracked offline conversions influenced by online for one of Ireland’s leading retailers DID Electrical. Not content with just utilising Facebooks new ROPO report Wolfgang & DID doubled down on ROPO reporting by executing a nifty Google Analytics tactic in conjunction with the client. Essential info for mutli-channel retailers.

Workshop #3

Valerie Lyons
BH Consulting

Valerie Lyons, Chief Operations Officer, BH Consulting

Key challenges for GDPR Compliance in the Marketing Industry

The 25th May 2018 marks the day that GDPR comes into force around Europe, and it’s about to change the way many of us do business.

If you’re one of the 94% of companies who aren’t ready for GDPR, you might be panicking a bit, you may even be asking yourself ‘where do I even start?’ In this workishop, Valerie will go through key challenges for GDPR Compliance and answer any questions that you may possibly have.

Workshop #4


Jack Murray

All Good Tales

CEO & Founder

All Good Tales

Jack Murray, CEO & Founder at All Good Tales

Story First — 5 ways to Drive Conversions with Stories

Story First — 5 ways to Drive Conversions with Stories

The next time you are struggling to get the world to care about your product remember this: marketing communications is very simple — those with the best stories succeed. But how do you use stories to succeed and drive Conversions? How do you take a story-driven approach to marketing and get real and meaningful results?

In this workshop Jack Murray will look at:

* 5 simple ways to drive conversions with stories.

* Great case studies.

* How to find your ‘Magic Slice’.

*Practical examples of how stories drive sales revenues.

Workshop #5


Robert Farrell, Course Director of The Digital Marketing Academy of Ireland

Facebook – How Will The Changed Facebook News Feed Impact Your Conversion Rate

The Zuck has spoken, Facebook is changing its newsfeed algorithm and the digital marketing community is divided. Some believe that producing highly engaging content is the key to forming lasting relationships with audiences while others believe that paid support is the only way to be seen in a pay to play world. Find out what this means for you and decide where you stand on the divide.
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Workshop #6


Karen McHugh, Digital Marketing Strategist and Darren McManus, Digital Marketing Strategist at Arekibo

Our Trust Issues With Google Analytics

Darren and Karen will be hosting a workshop entitled “Our Trust Issues With Google Analytics“. The premise of which is that whilst Google Analytics is the number 1 analytics tool used by our clients for a bunch of good reasons (marketing insights, usability insights, target audience insights, budget allocation, etc.), often organisations end up distrusting Google Analytics because they fail to get the valuable insights that they expect.

We will discuss the two key reasons for this distrust, as we see it:

1. Lack of customisation of the out-of the-box Google Analytics configuration

2. A misunderstanding of what particular metrics mean

More importantly, we’ll present some of the most common examples of these issues or misconceptions, as well as asking the audience to contribute with their own examples from their own personal experience. And we’ll look at ways to deal with these issues in a way that delivers valuable actionable insights.



Coffee / Tea Break

Networking opportunities and also a welcome “pick-me-up“ after the workshop sessions.



Amy McManus, Managing Director at AM Marketing

The Ad Blockers and Conversion, What You Need to Know

Ad Blockers will cost the advertising industry $20 billion by 2020. In a future world where Ad Blockers could be used by every device, how are the boundaries of online advertising changed? Who survives, who is left behind and what, if anything, replaces online advertising as we currently know it?
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Bastian Grimm, Director Organic Search at Peak Ace AG

OK Google, what’s next? Getting control over the unexpected!

Search is changing faster than ever! This is not only caused due to the insane pace that Google puts to the day but also new devices and technologies arise that are significantly going to impact user behavior and the way we interact with search engines and websites. Bastian will be covering some of the most important aspects in the ever-changing landscape of search and talk about how to best-in-class marry your efforts with other stakeholders such as UX as well as CRO to gain maximum user satisfaction and being rewarded with outstanding on-site metrics.
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Gianpaolo Lorusso, Founder and AdWords & Conversion Rate Optimizer at ADworld Experience

Methodology to Objectively Measure an AdWords campaign Regardless of Its Structure

Pay per Click advertising campaigns allow you to maximize your company’s visibility on and boost conversion rates.

Gianpaolo in this interactive talk, Gianpaolo will cover everything you need to know about Pay Per Click Google AdWords and how to achieve maximum value from your Pay Per Click AdWords account campaigns.
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Q & A, Panel Discussion



Conference Close

Thanks for coming! Closing conference remarks by 3XE Search chairman – Anthony Quigley.