3XE Search – Agenda

October 23, 2019
Book Tickets


8.55


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.
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9.00


Brian Maher

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

Brian is a digital marketing and technology expert with over 10 years experience delivering digital growth programmes. With hands-on experience across the entire digital journey, from marketing, analytics and UX; Brian knows exactly how to devise strategies that deliver.
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9.20


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.
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9.40


One Core

Presentation Title – TBC

Core is Ireland’s largest marketing communications company. We collaborate across nine practices, working towards a single purpose, to expand the possibilities of what brands can achieve.


By truly embracing collaboration, sharing ideas freely and empowering one another, we create work that is more powerful and transformative than our individual efforts can ever be.

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10.00


Alan Coleman, Wolfgang Digital

Optimising Your Facebook Ads: Delivery Types Explained

Artificial intelligence is a huge part of digital marketing today. It has transformed digital strategy providing marketers with more insightful data and users with more relevant content by enabling predictive customer behaviour. Machine learning has revolutionised digital advertising with automations that allow the machine to collect data, discover patterns and optimise your campaigns for higher ROI of your advertising efforts.
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10.20


Q&A

Time to ask the speakers some questions
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10.30


Coffee Break

Time for a break, visit the exhibition stands, get some swag, and network with your fellow delegates.
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11.00


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.
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11.20


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.
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11.40


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.

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12.00


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.
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12.20


Speaker to be announced shortly

To be confirmed

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12.40


Q&A

Time to ask some questions
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12.50


Lunch

Nom, Nom, Nom!

Don’t forget to visit the exhibition stands!
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13.30


Workshops will finalised shortly

Workshops

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.
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14.40


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
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15.00


Fernando Angulo, Head of International Partnerships @ SEMrush

Presentation TBC

Fernando is Head of International Partnerships at SEMrush. He has been with SEMrush since the beginning of company’s marketing efforts and has built its all-star marketing team. Being one of the most recognised faces of the brand, Fernando is speaking at 50+ top conferences worldwide each year.


Fernando specialises in B2B search marketing, e-commerce, influence marketing and trained marketing teams of companies such as Expedia, T-mobile, Prestashop and Bing.


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15.20


Speaker to be announced shortly

To be confirmed

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15.40


Q&A and Conference Close

Hope you had a great day!
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