About Joby Russell

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.

About 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?