1 Day / 20 Great Speakers
6 Workshops

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




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.



Adrian Marks

Adrian Marks, Founder / CEO at enjoy! Marketing Group

Behavioural Selling Strategies – How People Tick and Click…

In this exciting presentation Adrian will be sharing with you Behavioural Selling Strategies to deliver a mix of lead generation marketing, digital strategies, social response marketing and referral marketing – all geared towards a relentless focus on return on investment.

enjoy! Marketing Group



Bastian Grimm, Director Organic Search at Peak Ace AG

OK Google, what’s next? Getting control over the unexpected – Changes in Google search and how to handle them properly!

SEO 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 searchers behavior and the way we interact with search engines. Technical SEO being the core foundation of every SEO strategy, 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.




Alan Coleman, CEO at Wolfgang Digital

Knowing Your Audience: How to Create Effective Emotional Ad Copy

For many years, Google AdWords’ ad texts were quite restrictive when it came to character count. Digital marketers had to squeeze an effective message into a tiny space which led to these three points becoming the core of all ad copy:

* Keyword
* Unique Selling Point (USP)
* Call to Action

This was the formula for PPC advertisers around the world when creating ad copy. A formula which robots can mimic rather easily. Fortunately, in 2016, Google began rolling out expanded text ads, giving digital marketers for space to create their ad copy. With this came the opportunity to create an alternative to functional ad copy.




Anu Adegbola, Head of Paid Media at White.net

Conversion 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.




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!)



Gianpaolo Lorusso, Founder and AdWords & Conversion Rate Optimizer at ADworld Experience

Methodology to Objectively Measure an AdWords campaign Regardless of Its Structure

Details to follow…




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?




Karen McHugh, Digital Marketing Strategist at Arekibo

Conversion First: Creating a Better Online Experience

At the heart of Karen’s keynote address is a compilation of success stories focussed on identifying, planning and developing conversion practices, which will help marketers and business owners to leverage and measure marketing and sales campaigns. The end goal is to build a marketing / sales conversion funnel that is transparent, intelligent and customer first.




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 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.




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 40 minutes long. Choose from 2 of the following list.

Workshop #1


Brendan Almack, Director, Wolfgang Digital

Research Online, Purchase Offline (ROPO)

In our increasingly mobile and smart device connected world, we now have the most powerful research tools to have ever existed with us at all times. Now consumers can instantly access information online almost anywhere. This information can include reviews from other consumers or simple price comparison research. This research might happen after a user has been served an ad or ads may be served to the user based on their research.

The problem is that many digital marketers are facing an ultimate challenge of tracking and correctly attributing any sales that occur offline to their online campaigns.

In this in-depth Wolfgang Digital workshop, you will learn how offline events can track purchases made by visitors to your bricks & mortar business location and how it is all possible.

Workshop #2


Greg Fry, CEO of Content Plan

Exciting details to be announced…

Workshop #3


Speaker to be announced…

Exciting details to be announced…

Workshop #4


Jack Murray

All Good Tales

CEO & Founder

Jack Murray, CEO & Founder at All Good Tales

Storytelling and the Impact on Conversion

Exciting details to be announced…

Workshop #5


Facebook Workshop

Exciting details to be announced…

Workshop #6


Digital Marketing Workshop

Exciting details to be announced…


Coffee / Tea Break

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



Keynote details to be announced…

Exciting details to be announced…




Keynote speaker to be announced…

Exciting details to be announced…




Keynote speaker to be announced…

Exciting details to be announced…




Q & A, Panel Discussion



Conference Close

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