PANEL: Cross-channel optimisation is the Holy Grail. So where do you start to look for it?
Joining it up. Channel integration is essential if you're going to optimise your business. Which departments need to be talking to one another? What kind of data do they need to be sharing? How should you be training staff and stakeholders to make this happen?
ROI. You're already spending massive budgets on TV ad campaigns, and SEO, and PPC. Do you really understand the effect of all of these activities upon one another?
Coordination. What should come first: TV, print, online or mobile? Are your campaigns agile enough? Can you react quickly enough? How can campaign data inform future decision-making in this area?
About the speakers
Joby Russell, Head of Marketing Communications, Confused.com
A strategic and brand orientated marketer. Joby started his career at National Express Group PLC, going on to quickly become one of the company's youngest Heads of Department. He left the company as Head of Advertising & Sponsorship, having worked across a Group wide re-brand and sponsorship of The FA Cup and England football team.
Leaving National Express, Joby began to start-up, Big Green Coach, the UK's first specialist music travel company, leaving after just 12 months having transferred ownership to an investor upon winning a HSBC Start-Up Star award.
He is currently responsible for delivering the advertising and eCRM strategy for www.Confused.com, one of the country's leading online brands.
Margaret Robertson, European Marketing Director, Canvas Holidays
Margaret is European Marketing Director for Canvas Holidays where she is responsible for the marketing strategy of the organisation, working on brand and product development and e-commerce. Previously, she has worked across various brands such as Airtours Holidays, and DeVere resorts, and across most marketing specialisms.
Her generalist experience helps her to keep the big picture in sight, and to get the best from specialists. Currently, her main focus is making e-commerce work across several European markets, and nurturing a team to deliver results.
Richard Evans, Director of Marketing, EMEA, Silverpop
With more than a decade of experience in the field of email marketing, Evans currently leads Silverpop’s marketing efforts throughout EMEA. Prior to his role in EMEA, he managed product marketing for Silverpop, developing the company’s go-to-market strategy for its Engage product line.
Before joining Silverpop, Evans was vice president of interactive services at Target Resource Group, where he spearheaded the development of a suite of online marketing tools, and provided marketing counsel to North America’s largest and most renowned performing arts companies in the areas of email marketing, direct marketing, and ecommerce. He has also served in executive and marketing roles as the managing partner of EM Interactive Media in Atlanta, as well as at Nortel Networks.
Richard attended Georgia Institute of Technology where he earned a Bachelor of Science degree in public policy with a focus on Internet and telecommunications.
Matt Mills, Senior VP, EMEA, Autonomy’s Optimization Suite
Matt is spearheading the European launch of Aurasma – Autonomy’s new augmented reality visual browser for Smartphones. Prior to working on Aurasma, Matt held the position of Senior VP for Autonomy’s Optimization platform for Europe. Matt holds a Degree in Computer Science from the University of Durham.
