2 days / 15 talks
Awesome and great blog

January 25-27


Adrian Marks is a serial entrepreneur, customer acquisition specialist, author and public speaker. Having built and sold two multi-million pound businesses, Adrian is an engaging, brutally honest, forward thinking speaker on sales, social media, digital marketing and business growth.

His background in behavioural selling combined with his relentless desire for commerciality provides for a profound understanding of how and why people buy, what makes people tick (and click!), and how to create compelling stories, messages and brands in this social-digital world.

Adrian’s company ‘enjoy!’ is a specialist Customer Acquisition Agency.

When enjoy! started in 1998, they believed – ‘Return on Investment (ROI) is everything; for our Clients’ success and for our own’. That remains the same even today. From an expert mix of psychologists, marketers, sales gurus, strategists and creative thinkers all driven by an insatiable desire for commerciality and results, enjoy! has grown from a small consultancy with one Client into the UK’s leading Customer Acquisition Agency.

enjoy!’s journey into digital was as much by accident with Adrian developing a series of unique Behavioural Selling Strategies™, mixing that with traditional media our modern selling techniques, when implemented, increase levels of consumer engagement, generate more enquiries and ultimately increase sales conversions providing unprecedented results.

On 8th February, at the 3XE Digital Conversion Conference, Adrian Marks is giving an insightful talk on ‘Behavioural Selling Strategies – How People Tick and Click…’ In this exciting presentation Adrian will be sharing 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.

Adrian is delighted to be attending 3XE as a keynote. He will be speaking on how people are irrational, emotional and impulsive in 90% of their decisions – yet almost always logically justify every action they take. ‘Why’ people buy and what you need to do to align your marketing and sales activity to fit this behavioural process will be at the core of this impactful, insightful, and story filled presentation.

People will be able to take away the 3 following points –

  1. To quickly implement behavioural selling strategies based on consumer behaviour.
  2. They will come away with tools to be used alongside their current marketing activity and strategies within those tools to dramatically increase their sales.
  3. Lastly, they will come away thinking differently about how/why their customers buy.

Mark your calendar to meet Adrian Marks at 3XE Digital Conversion Conference on 8th February at Croke Park, Dublin.

Find the entire conference schedule here – 3XE Conversion Conference, 8th Feb 2018

And if you’re YET to book your tickets to 3XE conversion conference, click here – Book Now


Amy McManus is the Managing Director of AM Marketing. She doesn’t lead a monotonous life of routine, because a typical day in Amy’s life can be anything from meeting clients, networking or presenting proposals to speaking on stage and running workshops.

AM Marketing is a brainchild of Amy McManus that was founded in September 2013, after  she had a sweeping success in freelancing. From rebranding ferries in Poland to launching award-winning health products in Holland and Barrett, Amy’s previous marketing jobs threw her into the deep-end on a number of occasions, but the drive to help her clients’ businesses grow, has always been her constant focus.

AM Marketing is a full-service marketing agency based in Canterbury, Kent. They specialise in digital marketing services, web, video and brand identity. They are a Google Partner agency and were selected for the Google Elevator programme in 2017, which picks the top 30 ‘ones to watch’ agencies within the United Kingdom. They have an impressive portfolio of clients all over the world and have experience working on accounts such as Disney, Very, VW Group, Harrods and Carlsberg Group.

Amy McManus is a keynote speaker at 3XE Digital Conference on Conversions. At this conference Amy will boost the attendees knowledge on ‘The Ad Blockers and Conversion – What You Need to Know.’ Ad Blockers will cost the advertising industry $20 billion by 2020. She will address the challenges that come with this change – In a future world, where Ad Blockers could be used by every device, how will boundaries of online advertising change? Who survives, who is left behind and what, if anything, replaces online advertising as we currently know it? Adding to this, Amy says ‘I’ll also be looking at how businesses can reach their target markets, attract customers and convert, even when ad blockers are in use.’

Before we head to our conversation with Amy McManus, here are the highlights from 2017:

  • AM Marketing was in the Google Elevator Scheme – Placed in Top 30 UK Google Partner Agency
  • Amy McManus gave a TEDx Talk on The Ad Blocker Future
  • Amy was the IoD Young Director of the Year Finalist
  • She was also the Women of the Future, Young Entrepreneur Award Finalist
  • AM Marketing won the UK Amazon Business Award

Watch Amy McManus at TEDx:

Amy McManus’ mantra at work is to ‘either evolve or die’. She shares some very interesting anecdotes from her digital life and the emerging online trends that everyone should be prepared for:

3XE Digital: How was year 2017 for you?

Amy: 2017 was an INCREDIBLE year for us!

3XE Digital: Tell us about your journey in the digital world and one thing that inspired you here.

Amy: AM Marketing originally started as a marketing consultancy and as the need for digital services grew, we evolved, trained, qualified and went with emerging trends. As marketing changed, we changed with it. As clients came to us with new needs, we evolved to fulfill these needs. We stay ahead of the curve and I personally love the ever evolving nature of the digital world.

3XE Digital: What do you think makes AM Marketing stand out from the competition?
Amy: AM Marketing is an agency that gets to know their clients and provides bespoke services to each one. They are not a ‘sell them cheap and stack them high’ agency and do not fit their clients into set categories. AM Marketing was founded to bypass the red tape and politics that can happen within larger organisations. They are reactive, flexible and honest. As a smaller agency, you generally get a higher qualified professional managing your account. AM Marketing never allow juniors or graduates to work on accounts before they have passed their training. They always ensure the team members working on their accounts have passed all of the relevant Google exams. Every team member is an expert in their specialist field.

It also helps that AM’s Directors (Amy and Brad) are married! This allows for very frank discussions, full honesty and pushes the business forward.

3XE Digital: How has AM Marketing managed to achieve such tremendous growth success?

Amy: I would say by sticking to our core values and providing a great service. In an industry that seems completely dominated and highly-competitive, we’ve found a niche. We offer good-quality, honest marketing services that people talk about. Most of our work comes from referral and our clients generally stay with us for a long-time. We also treat our team really well and ensure we look after their physical and mental well being. People who are happy within their jobs and enjoy their work, will look after your clients.

3XE Digital: What are the 3 takeaways that you think delegates will get from your presentation?


  1. How the boundaries of online advertising are changing.
  2. How to survive in the Ad Blocker future.
  3. How to reach, attract and convert ad blocker users.

3XE Digital: What emerging trends will affect your business during 2018?

New developments in AR, VR and AI. We are already working on marketing projects within VR and AR.

For a lot our clients, the biggest trend this year will be live video. Those who haven’t already boarded the live video train need to get on quickly!

3XE Digital: What websites and people influence you on a day to day basis?

Amy: The Drum, Ad Week, Gary Vaynerchuk, Sheryl Sandberg.

I get a huge amount of positive energy from a lot of amazing women. My Facebook news feed is just full of kick ass women, for example, Ellen DeGeneres, Oprah, Michelle Obama, Malala Yousafzai, Grace Hopper…the list goes on.

3XE Digital Conversion Conference is a great opportunity to engage with Amy McManus and to hear her digital experience speak. The conference is organized at Croke Park in Dublin on 8th February 2018.

Check this link for Conference schedule – Conversion Conference, 8th Feb 2018

If you’re yet to buy the tickets, follow this link to reserve your spot soon – Book Now


Bastian Grimm is the CEO and Director Organic Search at Peak Ace, where he oversees SEO as well as Performance Content Marketing.

Bastian who enjoys travelling and meeting new people, had started his career with software deployment. Having more than 15 years of experience in online marketing, Bastian still enjoys all the aspects of technical digital marketing.

Today he is a renowned digital expert for large scale international SEO, handling sites with 1 million+ pages in highly competitive industries.

Peak Ace is an international Performance Marketing agency based in Berlin, Germany. An award winning company, Peak Ace gives a strong focus on “all things search”, serving customers in more than 20 different languages. Bastian shares ‘With more than 90 employees, we implement native speaker level campaigns in these different languages and we are among the fastest-growing technology companies in Germany.’

On 8th February, at the 3XE Digital Conversion Conference, Bastian Grimm will be telling us about the fast changing Google Search. Naming his discussion topic ‘OK Google, what’s next? Getting control over the unexpected!’, Bastian will cover the most important features of Google search. As Google is getting smarter, he’ll also talk about the impact of new technologies on user behaviour and best ways to marry your efforts with CRO and great User Experience.

On our recent conversation with Bastian Grimm, we learnt more about him, his interesting work and his participation with 3XE Digital:

3XE Digital: Tell us about your journey in the digital world and one thing that inspired you here.

Bastian: I started in software deployment back in the day and ended up online in 1999. I was building websites at the time and at some point, got pretty annoyed about not having any visitors on those. Which was kind of my first touch point with search and actually SEO as well. I worked as an affiliate, moved in-house (amongst other things I was working for a company called Jamba / Jamster which sold mobile phone ringtones at the time; good old times!), went freelance again and now I’m heading Peak Ace AG.

3XE Digital: What will you be speaking about at 3XE?

Bastian: I’ll be touching on how search and user experience are coming more and more together as Google is getting better and better in understanding what users expect and really want. I think to create successful businesses, therefore a long lasting online business is critical. Of course CRO plays a major part in building successful businesses and their monetization strategies, so this will be the core of my talk. I’ll speak on how to integrate these practices and make it most beneficial for all parties involved.

3XE Digital: What are the 3 takeaways that you think delegates will get from your presentation on Google Search?

Bastian: The three major areas I’ll be talking about are: Convenience, Instant and Familiarity. I’ll be showing why they are relevant, how to utilize them and what they mean to your day-to-day CRO work.

3XE Digital: Which websites and people influence you on a day to day basis?

Bastian: I think it’s really hard and actually would be unfair to just pick one; I think in jobs like ours (in general, with any marketing role) it’s essential to have a trusted network. You need like-minded peers to bounce ideas or to just quickly “sense check” some of the things and thoughts that come along. Conferences such as 3XE Digital are actually a great tool to build and extent exactly this – so for me networking at events is absolutely key.

3XE Digital: How was year 2017 for you? What are your plans for this year?

Bastian: Pretty crazy to be honest – but that’s probably true for previous years as well. We almost doubled in staff again, got various awards and will now be adding just another office location in Berlin. So, it’s really going very well and we’re super happy and thankful for our clients and their trust in our work, which allows us to grow and develop further.


Don’t miss the opportunity of enriching your organic search knowledge, shared by Bastian Grimm at 3XE Digital Conversion Conference on 8th Feb 2018 in Croke Park, Dublin.

Find the Conference details here – Conversion Conference Schedule


If you’re yet to buy the conference tickets, click here…



Facebook’s changed news feed algorithm has created a commotion in the digital market. Businesses are panicking as Mark Zuckerberg announced that Facebook will give preference to posts from friends and family, over content from businesses and brands.


Local businesses, international organizations and marketers are dependent on social media marketing for brand awareness, better customer relationships, more exposure and also for improved sales. And among various social media channels, Facebook has continued to be an optimal platform for achieving business goals.

With the new Facebook algorithm in place, a post will reach fewer people if we aren’t aware of the strategies to make it work. Some marketers say that engaging content will be the solution, while some say that paid marketing will the only way to achieve results. Sighting the uproar among digital marketers and businesses, 3XE Digital Conversion Conference convinced digital expert Robert Farrell to come and share his authoritative suggestions on effective ways to respond to updated news feed algorithm of Facebook.

Robert Farrell is the Course Director of The Digital Marketing Academy of Ireland.  Previously, he worked with the Digital Marketing Institute, lectured with Dublin Business School and ran training projects with the Irish Computer Society. Robert likes to stay up to date and is a judge for the eir Spider awards, Digital Media Awards, PostGrad Awards and several others.  Never happy to sit still, he works with several Irish colleges by reviewing and approving their courses. A nerd at heart, Robert loves keeping up to date with Digital Marketing trends and is happiest chatting about them in class or at conferences.

At 3XE Digital Conversion Conference on 8th February in Dublin, Robert Farrell will conduct the workshop titled ‘Facebook – How will the changed Facebook News Feed impact your Conversion Rate’

Talking about his workshop, Robert tells ‘Facebook is changing its news feed 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.’

Apart from designing content, structure and assignments for the various course offerings of DMAI, Robert Farrell manages the tutors who are again industry experts. Robert also, looks after the day-to-day running of courses at DMAI. Mentioning about the academy, Robert says ‘we’re helping people to improve their understanding of digital marketing, so that people can implement the practices in personal businesses and achieve their career goals. We do this by teaching our students the latest practices in digital marketing.’

Regardless of whether you’re studying in a classroom or online environment, DMAI offers plenty of opportunities to engage with expert tutors and fellow students.

We recently had the opportunity of listening to the knowledgeable and engaging thoughts of 3XE Digital’s keynote speaker Robert Farrell. Excerpts from the interview:

3XE Digital: Tell us about your journey in the digital world and one thing that inspired you here.

Robert: Several years ago, before getting into digital marketing I spoke with several agencies. A friend from college then gave me some great advice. She told me to find an emerging area that would be big in the future and get in early; for me that was digital marketing.

I love how digital marketing can level the playing field. It doesn’t matter whether you are a global brand or a small local company – digital marketing allows you to have an online presence and communicate with customers around the world.

3XE Digital: What will you be speaking about at 3XE?

Robert: The main focus of my talk at 3XE will be on how and why Facebook have updated their News Feed algorithm. This change will impact how brand content will be ranked and displayed, so I will be looking at what this means and how brands can respond.

3XE Digital: What are the 3 takeaways that you think delegates will get from your workshop?

Robert: Delegates attending my session will leave with:

  1. An understanding of the current trends and changes on Facebook.
  2. A clear idea of how to use a two-pronged approach to succeeding on Facebook.
  3. Up-to-date knowledge so that they can confidently speak with their clients or other stakeholders about these changes

As part of the workshop, Robert is gathering feedback from the industry and have created this survey. Please feel free to send it to your delegates and/or post to social media – results will be discussed at his 3XE workshop next week.

3XE Digital: What emerging trends will affect your business during 2018?

Robert: Our students’ user experience is a big focus for us in 2018. We are investing heavily in upgrading our existing student platform to make the user experience even more intuitive and interactive.

3XE Digital:What websites and people influence you on a day to day basis?

Robert: There are so many. Every week I tune in to ‘Winners and Losers’ from Professor Scott Galloway of L2 Inc. I also read a lot from The Drum, Social Media Examiner, Hubspot, eMarketer, Marketing Week and AdWeek. Gartner, McKinsey and the Harvard Business Review produce some really good research but it can be strategic and less tactical.

3XE Digital: How was year 2017 for you? What are your plans for this year?

Robert: Last year was a great year. We grew our student numbers significantly and improved our internal processes. This year I’ll be building on the achievements of 2017 with growth, internal improvement and I’ll also have student experience at the top of the agenda.

Robert Farrell is giving a comprehensive workshop on New Facebook Algorithms, on 8th February 2018, at 3XE Digital Conversion Conference in Croke Park, Dublin.

Find the Conference schedule here –


Connect with Robert Farrell:

Twitter: @RobertFarrell_


Check out his blogs at




Fergal McHugh who found his mojo in digital consultancy, is the Head of Strategy at leading Irish performance marketing agency – Arekibo.
Fergal is responsible for overseeing Arekibo’s innovation and growth strategies. He works with the team at Arekibo on their digital strategic approach of, what and how to offer to the market. Working with their key customers, Fergal McHugh advises on efficient methods to shape their digital strategies that will support business growth. Giving a gist of what he does, Fergal says ‘It involves a range of activities from helping customers to understand their costs, developing associated business cases, to promoting digital programmes within the customer’s organisation.’

Headquartered in Dublin, Arekibo has an extended customer portfolio in Ireland, UK and Europe. Their core services range from digital strategy, overall planning to executing large-scale digital programmes with their customers. With Arekibo’s primary focus on online, they cater to digital marketing platforms, lead-generation strategies, investor relations platforms, large corporate websites and customer portals.

Fergal mentions, ‘I think that one of the key things that distinguishes Arekibo is our focus on programmes. The work we do with our customer, plays a significant role in getting them closer to their business goals. What this means in practical terms is that, we put equal emphasis on medium and longer term digital strategies, and not just on achieving short term goals.’

Recently, we had a compelling conversation with Fergal McHugh on Arekibo and his participation at 3XE Digital as a keynote speaker for the Conversion Marketing Conference on 8th February 2018:

3XE Digital: Tell us about your journey in the digital world and one thing that inspired you here.

Fergal: I started out as developer but I quickly realised my real interests were in consultancy. For me digital is at its most interesting at the intersection between commercial, marketing and technical visions. It is about finding the right balance between these elements.

3XE Digital: What will you be speaking about at 3XE Digital Conversion Conference?

Fergal: I will be talking about digital transformation programmes, how to get them off the ground, and how to get support in your organisation. I will also be talking about the ways to anticipate and manage the organisational changes required to make them work.

3XE Digital: What are the 3 takeaways that you think delegates will get from your presentation?

Fergal: I hope they will get a sense of both, the challenges that are faced in trying to get a transformation programme funded and started, and some effective ways in which these challenges can be met. Some takeaways could include:

  1. Address real problems in B2B: In a B2B space you’re going to work with prejudice of sorts, like, what you’re doing will cost a great deal of money, with a very little return to business! It is important to tackle these concerns head on. These worries are often found in real work experiences and in many cases, they are focused on high-risk possibilities. We have to work with this.
  2. Data supports decision: A ‘data data data’ mantra is quite prevalent now. Data has a crucial role to play in winning over stakeholders but it is not the whole story. You need a compelling vision too, and you may not have a data-point for every part of it. Ultimately the role of data is to support decision making, not to replace it. For example, in a B2B space if you want to pioneer change, it will involve a certain amount of ambition and willingness to take on some risk.
  3. Big picture of Transformation: There is a need to challenge the ‘narrow’ views on transformation. For example, to implement a new best-in-class digital marketing platform that integrates all your customer details, is not just about purchasing and rolling out technology. But it also involves building teams, changing job descriptions, processes and practices. It requires real change. Of course, it is important and sensible to contain and manage the impact, but you don’t want to neutralise either of the aspects. When you want to make a difference on online channels, actual power in the organisation has to be allocated.

3XE Digital: What emerging trends will affect your business during 2018?

Fergal: Talking primarily about the Irish market here –  I think we are at a watershed moment. Confidence is regained, and firms want to be effectively positioned to take advantage of it. It’s a simple fact that a great many Irish firms are not where they need to be on digital – and they are starting to recognise this.

A certain amount of stagnation over the last eight or nine years has not helped. What we are seeing is a desire to remedy this neglect. Now, we are getting the opportunity to offer platforms and services in this market,  that had very little traction previously, because of the investment required.

For instance, in space of Digital Content Management and Digital Marketing Platforms, Irish firms are now looking at products that lead the market globally – they are no longer satisfied with ‘good enough’, they want premium.

3XE Digital: What websites and people influence you on a day to day basis?

Fergal: I think you have to get insights in whatever way you can. I like to go broad, and a great deal of what I’m interested in will not be tagged as digital. Some of what passes for ‘thought leadership’ in digital is quite superficial – it’s topical but it lacks depth. You need to dig deeper and join the dots.

The people I learn most from, are our customers. At Arekibo we are typically interacting with very senior people in the customer’s organisation and they have difficult, complex roles. They also tend to know their business and their markets inside out. Obviously, we are there to support, advise, coach and so on, but the task is as much about translation as it is about bringing in something new.

How was year 2017 for you? What are your plans for this year?

2017 was an excellent year. We acquired a significant amount of new business, here and in Europe. We made serious progress on a new strategic goal, the roll out of a digital marketing platform offering with the Sitecore Experience Platform playing a starting role. Also in 2017, we established a new partnership with a leading Dutch digital transformation agency Macaw. This partnership is a real meeting of minds and we’ve already done some great work together. I am very excited about where it is going.

2018 is all about digital platform. We are making a huge push on delivering structured digital transformation programmes to our customers. The fact is that, digital transformation can be incredibly challenging, but we want to make it easier for people. We’ll help them break the challenges into chunks and get the opportunity to demonstrate real progress.

We are predicting that digital spending, in particular spending on digital platform will be going up significantly in 2018. Some of this is linked to recovery and overcoming previous neglect as I talked about earlier. But I also think that as an industry, we are doing a better job of letting people know what is possible and I think the market is responding.

Connect with Fergal McHugh and learn the most trending conversion insights from Irish leading performance marketing agency – Arekibo at 3XE Conference, on 8th February in Croke Park, Dublin.

Full agenda available at:



In the ongoing talks about GDPR are you feeling left out, off-track or wrecked? Don’t worry, because we understand your plight and we’ve worked out a solution for you. Let us look through the entire story of GDPR and find answer for the questions..

Topics covered:

  1. What is GDPR?
  2. Which countries fall under GDPR?
  3. What industries will be affected by GDPR?
  4. What will change due to GDPR?
  5. How to address GDPR related doubts?

What is GDPR?

GDPR stands for General Data Protection Regulation. We’re deep in the age of digital transactions and as we continue to consume content & services online, we’re leaving traces of our personal details in the internet. This is how we create our digital footprints. Until now, online platforms were freely using all digital data available to them, for increasing their brand reach, marketing and promotional activities. But this usage of data will fall under strong scrutiny, thanks to GDPR.

In order to safeguard the personal data of its citizens, European Parliament has enforced a new regulation that will prevent the misuse of personal data. This means, with GDPR in action, individuals will gain control over their personal information and any business that uses this data,  will require the individual’s permission.

Which countries will be under GDPR?

All 28 member states of European Union will be covered by General Data Protection Regulation. The regulation will apply from 25th May 2018 across the EU countries, but the impact of it will be worldwide. Even organisations and businesses that are located in other corners of the world, but deal with personal data of EU citizens, will have to follow the rules of GDPR.

What industries will be affected by GDPR?

Irrespective of the industry you belong to, until you’re dealing with digital data of EU citizens, you’ll have to comply with General Data Protection Regulation.

Here’s a short video explaining GDPR:

What will change due to General Data Protection Regulation?

Gaining consumer trust will be of utmost importance. While digital data processors and controllers will continue collecting digital data, from May 2018, every piece of online personal information has to be consented by the owner of that data. If there’s a breach of GDPR, the organisation will have to bear a heavy penalty. As organisations and digital businesses are getting ready for the implementation of GDPR, there are doubts and fears about how will it all work in their favour! Reaching out to Information Security and Data Protection experts have been the way out for many.

3XE Solution

Due to numerous requests and calls, addressing the concern of local and overseas businesses, 3XE Digital will be hosting Ireland’s leading Information Security company  for the upcoming Digital Conversion Conference on 8th February. 3XE keynote Valerie Lyons, COO of BH Consulting, is a leading Information Security Risk Manager.

In her career span of 30 years in data protection, Valerie Lyons has created a successful track record in delivering business-driven information security solutions. Valerie’s talk and workshop at 3XE Conversion will cover ‘The Potential Impact of GDPR’ and the ‘Key Challenges for GDPR compliance in the Marketing Industry’.
Find the 3XE Digital Conversion Conference Schedule here –


Darren McManus is a Digital Marketing Strategist at Arekibo. Darren’s journey from his home county Galway, to studying Business with Marketing in University of Limerick, to pursuing Masters in Information Systems Management and then to landing his first ‘real life’ marketing role with DAA (previously Dublin Airport Authority), has been an interesting one.

Along the way, Darren McManus honed his digital marketing skills and today at Arekibo he is a Strategist who specialises in Search Engine Visibility (SEO & PPC) and Web Analytics. He works with some of Ireland’s top organizations on web analytics strategies and custom web analytics tracking environments.

Arekibo is a data-driven digital agency. Their four specializations are Digital Strategy, UX Design, Technology (Platform Strategy, Enterprise CMS, Managed Services & Hosting) and ofcourse Analytics. Darren McManus tells Arekibo’s competitive advantage is that they have an internal expertise in each of the four areas. This gives Arekibo the ability to study all the aspects of digital environment even when they’re working with a client on only one of the elements. Quoting with an example he says, ‘we have the ability to identify possible technology-based blockers to potential design or SEO recommendations at an early stage, rather than making recommendations that are fine in theory, but later turn out to be a difficult reality.’

Darren McManus is speaking at the upcoming 3XE Digital Conversion Conference on 8th Feb 2018, and we used this opportunity to learn more about this digital marketing wizard:


3XE: Tell us about your journey in the digital world.

Darren: While studying at the University of Limerick I had an eight months placement with Supermac (in marketing department) at my home county of Galway. After that I pursued Masters in Information Systems Management and had the chance of working with children’s charity Hand in Hand on a pretty successful SEO strategy, among other things.

My first marketing role was with daa (formerly Dublin Airport Authority) where I worked in the Consumer Marketing team in a largely digital marketing focused capacity. I worked on a number of analytics and website projects with Arekibo (daa’s digital partner) who I later joined in my current role as a Digital Marketing Strategist. Here, I work on web analytics, SEM and digital projects with a wide range of clients such as daa, Electric Ireland, ESB, eumom and Mercer.

3XE:  What will you be speaking about at 3XE?

Darren: My colleague Karen McHugh and I will be hosting a workshop on Our Trust Issues With Google Analytics (unless we think of a catchier title in the next few weeks!). 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

We’ll discuss the most common examples of these issues or misconceptions, as well as engaging the audience with their own examples from personal experience. We’ll look at ways to deal with these issues in a way that delivers both valuable and actionable insights.



3XE: What are the 3 takeaways that you think delegates will get from your presentation?


Darren:  1.  Understanding the importance of aligning your web analytics tracking with your organisation’s particular goals.

  1.  A better understanding of some commonly misunderstood Google Analytics metrics.
  2.  Some shiny new alternative engagement KPIs relevant to their business which they can measure, thanks to Google Tag Manager.


3XE: What emerging trends will affect your business during 2018?

Darren: I’m going to be really original and go with AI… But I think its short term impact in the digital marketing world is going to be relatively boring compared to the potential long term impact in the wider world.

One area where AI’s influence will continue to grow, to the frustration of many digital marketers who will be desperately trying to keep up, is in the realm of search engine algorithms. The old hard and fast rules of SEO are long gone and the lines between good SEO and good UX are blurring quicker than ever, thanks to the continued AI-driven evolution of Google and other search engines.

Another trend that has had a significant positive impact on my work towards the end of last year is the steady stream of new features being released for Google Tag Manager.  Since September we’ve seen new YouTube video triggers & video variables, new scroll depth triggers and my favourites, element visibility triggers and variables. These 3 updates alone have opened up huge opportunities for more detailed tracking of user engagement in particular.

3XE:  Which websites and people influence you on a day to day basis?

Darren: There are loads of them. But the two that stand out are:

Simo Ahava ( for all things Google Tag Manager & Google Analytics and Rand Fishkin of MOZ ( for all things SEO.

3XE: How was year 2017 for you? What are your plans for this year?

Darren: 2017 was a hectic year for anyone working in digital marketing in terms of keeping on top of new trends and technologies. That’s the nature of the business though and it brings with it a constant stream of new opportunities to learn, test out new tools and strategies, and ultimately try to benefit ourselves and our clients.

2018 shows no signs of being any different even at this stage with plenty for us to worry about – Facebook’s new-found focus on people at the expense of organisations (how dare they?), GDPR and ePrivacy regulations, mobile ad blocking and its impact, AMP and a mobile-first focus in general, chatbots, voice search, augmented reality, the list goes on…

Personally, over the course of 2017, I was lucky enough to work on some really interesting web analytics projects and some really challenging & successful SEO projects for a really broad range of clients and I’m hoping for more of the same in 2018.


Meet Darren McManus at 3XE Digital Conversion Conference on 8th February 2018 at Croke Park, Dublin.




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


In 2018 Google continues to be the world’s most popular search engine by far and its influence on the digital marketing world is immeasurable. Either directly or indirectly, Google touches just about every channel that marketers and business owners work with on a daily basis.

In Ireland and UK alone, Google handles over 90% of the search queries. So, what can the almighty Google do for you? And more specifically how it can help to turn your online business ‘lookers’ into ‘buyers’?

To avoid wasting your time and money on ineffective marketing practices, we have invited Google’s top User Experience Specialist – Emiliano De Matteis to 3XE Conversion.

In the action-packed presentation, Emiliano 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.

As an avid technology enthusiast, Emiliano was previously consulting for the largest customers across Europe, Middle East and Africa for Twitter, Microsoft, Demand Generation and Universal McCann.

Whether you are a marketing novice, professional or a business owner – 3XE Conversion will guide you on how to relay the successful tactics developed by online giants such as Google,, Pinterest, Facebook and apply them to your own business, all the while gazing into the future of conversion innovation.

Full agenda available at:


Mel Henson is the Head of Creative at AWA Digital – an international CRO (Conversion Rate Optimisation) agency.

With an incredibly talented team of optimisers who research and analyse websites, AWA Digital brings together new wireframes to solve customer problems. Using her expertise, Mel Henson makes sure that online words and content get the message across in the most compelling way.

At 3XE Digital Conversion Conference in Dublin, Mel Henson will speak about mixing the best of old and new methods in content marketing. Sharing ‘before and after’ webpages of her clients, like Canon and Interflora, Mel will explain how cutting-edge neuroscience and improved marketing methods were involved in increasing CRO and revenue. She will also talk about some back-to-basics principles of copywriting to explain how the changes they made at AWA Digital worked for their clients.

We recently caught up with Mel and asked her about her role in AWA and her participation in 3XE. Through our conversation, we tried to know a little more about the fascinating life of Mel Henson and her thoughts on digital developments:

3XE: Tell us about your journey in the digital world and one thing that inspired you here.

Mel: My early career was in Direct Marketing, this was before the internet came into existence. From the start, I was fascinated by being able to test two different versions of a headline or a picture, to see which one works best. Digital lets you do that with more precision.

3XE: What are the 3 takeaways that you think delegates will get from your presentation?

Mel: I hope they’ll pick at least three tips or ‘Aha! Moments’ that they can immediately implement in their copy for results of higher sales, more leads and a better website visitor experience.

3XE: What emerging trends will affect your business during 2018?

awa-digitalMel: Voice-activated shopping through devices like Alexa (Amazon Echo) and Google Home have rapidly moved from being a science fiction to becoming part of our day-to-day life. Talking to a device is so much easier – and more sociable – than sitting glued to a screen.

In a recent survey, people went as far as to say it feels like talking to a friend, and they even say ‘please’ and ‘thank you’. I predict a lot of commodity products being purchased by voice in the near future, such as “Alexa, get me some tickets for Coldplay”.

Voice-shopping adds another channel to the customer journey and we’ll need to amend our processes to make sure we can give people the best experience it’s possible to have.

3XE: Which websites and people influence you?

Mel: At AWA we get together every three months to discuss the websites we’ve optimised and share learnings. It’s really inspiring to be with such bright people who are pushing the boundaries of optimisation all the time.

On a daily basis I’m a magpie for lot of feeds and blogs. Drayton Bird, the genius who taught me copywriting, is still a major influence as well as Ogilvy Change, Smart Insights, Ted talks, Andy Maslen and Andy Bounds. I’ve recently been reading books about sales, and books about the roots of language going back to theories of rhetoric put forward by the ancient Greeks.

3XE: How was year 2017 for you?

Artificial Intelligence was a massive bombshell for me in 2017. Five years ago, we could all laugh at the clumsy efforts of robots to write copy, but now the machines are catching up.

Over the last couple of years all over the world, money has been pouring into companies that specialise in NLG or Natural Language Generation. All that investment is suddenly paying off.

Companies like Narrative Science, Phrasee, Persado and Indix are writing product copy and email subject lines that read as if a human being had tapped them out on a keyboard. Not only do machines write faster, in some cases the copy they produce performs better too. It’s going to be a game changer over the coming years.

Mel Henson is speaking at 3XE Digital Conversion Conference on 8th Feb 2018 at Croke Park, Dublin. More details

Connect with Mel Henson at