SES Amsterdam 17 maart 2009: Eduard Blacquiere

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Keynote Eduard Blacquiere at SES Amsterdam for summary on webanalisten.nl

Business

experience relevance

Stand van zaken
Zoekmachinemarketing in Nederland
© 2007 Outrider The Netherlands LLC. All Rights Reserved. Ver: .1

experience relevance

Eduard Blacquière?

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Marktonderzoekzoekmachinemarketing 2007

experience relevance

Zoekmachinemarketing?

experience relevance

experience relevance

2 “antwoordenlijstjes”

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2 “antwoordenlijstjes”

Gesponsorde zoekresultaten

Natuurlijke zoekresultaten

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2 “antwoordenlijstjes”

Zoekmachineadverteren(SEA)

Zoekmachineoptimalisatie(SEO)

experience relevance

Dus:

Zoekmachinemarketing (SEM)

=
Zoekmachineadverteren (SEA)

+
Zoekmachineoptimalisatie (SEO)

experience relevance

Stand van zaken

experience relevance

experience relevance

10 vragen
Netsociety (Maurice Pothof)
Checkit (Paul Aelen)

Onetomarket (Roy Huiskes)
DutchCowboys (Henk de Hooge)

OrangeValley (Joost de Valk)
eBay (Dennis Goedegebuure)

Outrider (GroupM/WPP) (Rogier Croes)
FirstFocus (Menno Flikkema)

Search Specialist (Peter van der Graaf)
Ilse Media (RamonEijkemans)

TomTom (Martin Voorzanger)
Indenty (Dennis Sievers)

Traffic4u (Remi van Beekum)
Interneteffect (Keesjan Deelstra)

Tribal IM (Wiep Knol)
IAB, Marketingfacts (Marco Derksen)

Yonego (Joris Toonders)
Maxlead (Ronald van Klooster)

experience relevance

1) Marktomvang?

experience relevance

experience relevance

En danbedoelik:

Zoekmachineadverteren(SEA)

Zoekmachineoptimalisatie(SEO)

experience relevance

1) Marktomvang?
Netsociety (Maurice Pothof)
Checkit (Paul Aelen)

Onetomarket (Roy Huiskes)
DutchCowboys (Henk de Hooge)

OrangeValley (Joost de Valk)
eBay (Dennis Goedegebuure)

Outrider (GroupM/WPP) (Rogier Croes)
FirstFocus (Menno Flikkema)

Search Specialist (Peter van der Graaf)
Ilse Media (RamonEijkemans)

TomTom (Martin Voorzanger)
Indenty (Dennis Sievers)

Traffic4u (Remi van Beekum)
Interneteffect (Keesjan Deelstra)

Tribal IM (Wiep Knol)
IAB, Marketingfacts (Marco Derksen)

Yonego (Joris Toonders)
Maxlead (Ronald van Klooster)

experience relevance

2) Wat mist er?

experience relevance

experience relevance

IAB Taskforce Search

experience relevance

3) Ontwikkelingzoekmachines?

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experience relevance

4) Ontwikkelingaanbieders?

experience relevance

experience relevance

Verbredenaanbod

Media (Online & Offline)

Zoekmachinemarketing (SEA, SEO)

On-site (webanalytics,etc.)

Off-site (CRM, retail, etc.)

experience relevance

5) Ontwikkelingadverteerders?

experience relevance

experience relevance

Meer kennis, meereisen

Media (Online & Offline)

Zoekmachinemarketing (SEA, SEO)

On-site (webanalytics,etc.)

Off-site (CRM, retail, etc.)

experience relevance

6) Concurrentieaanbieders?

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experience relevance

7) Onderscheidendvermogen?

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experience relevance

7) Onderscheidendvermogen?

Kennis: specialisatie vs.full-service

Werkwijze: consultancy vs. uitvoering

Afnemers: grote organisaties vs. MKB

Markt: lokaal vs. internationaal

Prijs: vast vs. variabel

experience relevance

8) Nieuweaanbieders?

experience relevance

experience relevance

9) Mediabureaus?

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experience relevance

Integratie

Media (Online & Offline)

Zoekmachinemarketing (SEA, SEO)

On-site (webanalytics,etc.)

Off-site (CRM, retail, etc.)

experience relevance

10) Grootsteuitdaging?

experience relevance

experience relevance

Beseftoegevoegdewaarde

Media (Online & Offline)

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On-site (webanalytics,etc.)

Off-site (CRM, retail, etc.)

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Mijnvisie?

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experience relevance

Onderscheidend?

Pay per click

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Eenduidigheid

Zoekmachinemarketing (SEM)

=
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Professionaliseren

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(video summary at: https://conversionhotel.com/session/keynote-2019-ai-personalization-demystified/) Guy has a background that is quite impressive. From Princeton to 3 years Boston Consulting Group in the 90’s and then on for his MBA at Stanford and MBA internship at Microsoft. Guy did his time at an online marketplace start-up that got acquired before he moved to Yahoo! to have several product marketing positions for 7 years in a row. He has been the head of global product and industry marketing at Twitter and was member of the executive team at Brightroll. Nowadays he is the founder and CEO of a start-up that uses machine learning to optimize websites. The number 1 outcome of the #CH2019 attendee question on what the hot topics in our industry are for the coming year, was: personalization. AI and Machine Learnings were also high on this list, the combination of these topics is the sweet-spot where we all know of that the companies we work for are going to invest heavenly in the next coming years. But as true data driven optimizers we also know that many companies won’t have the users to do proper personalization and/or machine learning. We also believe that they should fix the basics first… Nevertheless we know we are going to have to deal a lot with personalization and machine learning in our jobs. It may sound scary, because you don’t exactly know what it is and how to apply it, but you also know that this is the way to the future (or was McDonald’s buying Dynamic Yield a big fail?). But how to take the first steps in a proper way? When I thought of a potential speaker that could demystify AI and personalization for us – I thought of Guy. Happy learning, Ton Wesseling Founder & host of The Conference formerly known as Conversion Hotel

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(video summary at: https://conversionhotel.com/session/keynote-2019-future-of-data-governance-gdpr/) This is an amazing woman with so much knowledge on analytics data and privacy in particular. I bumped into Aurélie Pols around 14 years ago when she was already publishing analytics content on the analytics blog of her former company (which might even be the first webanalytics agency being sold to a large firm). The blog was an inspiration for me to move away from writing about analytics for big broad marketing blogs and to start webanalisten.nl back in 2008 – a Dutch written niche blog on analytics and optimization. By then Aurélie already had 10 years of statistics and analytics experience… She moved on and did her work with Web Analytics Demystified and the Digital Analytics Association before she moved into the field of analytics & privacy. Yes, she focused on data and privacy already in 2012! So when I saw privacy and issues with data quality among the top 10 topics the #CH2019 attendees want to learn form I immediately thought of Aurélie. She accepted the challenge to keynote at Texel, also because she was born nearby in Alkmaar. Great Aurélie is coming over – she will enlighten us on all the questions we have on data and privacy. Cheers, Ton Wesseling Founder & host of The Conference formerly known as Conversion Hotel

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(video summary at: https://conversionhotel.com/session/keynote-2019-pitch-winner/) One of the many things I strive to optimize year-over-year is the quality (and diversity) of the attendees. To me this is even more important then the quality of the performers (who are important too, don’t get me wrong). Performers are there to inspire and entertain, but the time you spend with your fellow attendees is way bigger. This is were you go in depth based upon the inspiration by the performers. And of course it makes sense if I state that the combined knowledge of the 200 attendees is way bigger then the knowledge of the performers combined. Of course the performers are specialists, trained to deliver a performance. This is why they are on stage, but I also believe that there are also potential performers among our attendees. I’m not talking about the experienced performers that see this yearly Texel event as a nice final get together of optimization specialists before the winter conference break. I’m talking about people that are ready to take the step, but just need the final push. This year at The Conference formerly known as Conversion Hotel we were having a keynote pitch competition. Out of all the keynote pitch applications we got from the ticket application proces this summer we selected 9 contestants. They were guided in their 2 minute pitch by world class CRO speaker and speaker coach Michael Aagaard from Denmark. All these pitches will be delivered on Friday and all the attendees voted “Yes” or “No” on the question for every pitch “Do you want this presenter and topic as a keynote”. The highest “Yes” score will become a keynote on the #CH2019 main stage on Saturday. Number 9 got lot’s of speaker coaching by Michael and a bunch of drinks to recover. Number 2 to 8 were scheduled as a presentation in one of the two presentation rooms during the break-out sessions. Michael was there for support and will devote some coaching time after the conference! Lucia won the pitch competition and took main stage on Saturday. She did great! Enjoy the slides. Ton Wesseling Founder & host of The Conference formerly known as Conversion Hotel

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