3XE Search – Agenda

October 23, 2019
Book Tickets


Anthony Quigley, 3XE Chairperson

Conference Opening

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


John Madden, adaptive & co

The most powerful tool in your digital marketing arsenal – Google Analytics

From website visitors to high-street store visitors: How to harness the insights Google Analytics provides to boost, enlighten, & empower your digital marketing.


Maryrose Lyons, Brightspark Consulting

Irish Businesses Killing It With Facebook Messenger

If you’re one of the many with a large Facebook audience, but not a lot of people talking to you, then check out this talk! Maryrose Lyons will share examples of Irish businesses who are driving Facebook engagement through Messenger. The future of social is private. Messenger marketing is a great tool for 1-2-1 conversations with customers at scale.



Shane Lyons, Search Director @ Core

The Future of Shopping in Ireland

How we shop has changed drastically in recent years and yet eCommerce is still only in its infancy. With more and more businesses transferring all of their efforts to online and with the tech giants attempting to own the online shopping space it is clear that shopping behaviours in Ireland will continue to change considerably in the years ahead. Shane Lyons from Core will take you through some research we have carried out on the Irish media and retail industry as well as predict what the future looks like and where search sits in this billion-euro industry.


Beth Quigley, Senior Client Lead @ Wolfgang Digital

The future is AI

Details to follow shortly



Time to ask the speakers some questions


Coffee Break

Time for a break, visit the exhibition stands, get some swag, and network with your fellow delegates.


Dawn Anderson, Move It Marketing

How Google BERT, ELMo and MT-DNN are changing the game for Natural Language Understanding & Contextual Search

Context matters and a single misunderstood word in a sentence can change the whole meaning in search intent understanding. Google BERT is a pre-trained language model open sourced by Google and now being used increasingly by researchers as a means to understand the meaning of words in context. It is considered a complete game changer amongst machine learning researchers. Here I will talk about progress in machine learning and natural understanding disambiguation and how BERT and other contextual machine learning model such as ELMo and Microsoft’s MT-DNN are contributing.


Melissa Weston, Zalando

Personalization in Search and at Zalando

Personalized search results are the results a user sees in a search engine that aren’t just based on the traditional ranking factors (such as the relevance of the web pages to the search term or their authority), but also on the information that the search engine has about the user at the given time, such as their location, search history, demographics, or interests. The use of personalized search is to increase the relevance of the results for the particular user – Just like what we do with our search results at Zalando for our customers.



Hannah Thorpe, Found

If SEO isn’t a performance channel, how do you optimise for awareness?

Traditional performance channels work on the basis that the more you invest in building a campaign, the more you will receive as a direct return. OK, maybe not to the level that some brands wish for, but performance will inevitably deliver the goods in relation to the budget you care to initially set.

SEO, however, doesn’t quite work like that. In fact, 34% of searches don’t result in a click or traffic to a site because people are quite happy to stay in the SERP. And it’s a known fact that younger consumers are the biggest culprits when it comes to actually journeying on past their initial search enquiry. So how on earth do we forecast or know the expected traffic from our SEO efforts?

In this session, Hannah looks beyond the typical ‘it depends’ response by a SEO specialist to questions about traffic projections, bearing in mind there are numerous external factors we have no control over! Instead, she will delve into what we can actually control in terms of predicting traffic and likely purchase patterns. In other words, the areas we can use to measure a campaign’s overall performance.



Gavin Duff, Head of Digital Performance @ Friday Agency

Content Pollution: A First World Problem

When did it become okay to ruin our digital planet for the sake of higher search engine rankings? Your UX is at risk, blog posts everywhere are dying, strategies are nearly extinct… and future generations of websites will suffer because of your mistakes. And your rankings are not even increasing.


Kathy O’Donnell, Director of EMEA Marketing @ Dropbox

Marketing to the world’s toughest audience

How do you create a successful B2B marketing campaign, targeting the world’s toughest audience? In this case study presentation, you’ll hear about the content and digital marketing strategy Dropbox employed to build awareness and drive leads throughout this multi-award-winning campaign.



Time to ask some questions



Nom, Nom, Nom!

Don’t forget to visit the exhibition stands!


Workshops will finalised shortly


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.


Brian Sheehan, Digital Director @ Maximum Media

Key Steps To SEO Success

Search engine optimisation is not a simple process, there are many elements at play including content, site structure and speed. This presentation will run through the crucial aspects to a lucrative traffic source


Fernando Angulo, Head of International Partnerships @ SEMrush

How to rank higher than no.1 in Google

The Gateway to Position Zero and Featured Snippet Optimization is here!

Introducing why Featured Snippets are an important part of SEO and digital marketing and how you can appear in them to drive increased traffic to your site.

In this keynote Fernando will cover:

-Info on the different types of featured snippets and why they are important

-Strategies to optimize your chances of appearing in them

-An understanding of how featured snippets tie into voice search



Speaker to be announced shortly

To be confirmed



Q&A and Conference Close

Hope you had a great day!