GPeC SUMMIT May 29-30-31, Bucharest

GPeC SUMMIT – Day 1, Conference & Expo, May 29, 2018 – Bucharest

Crystal Palace Ballrooms (Calea Rahovei 198A, district 5, Bucharest), Rooms London & Bucharest

08:00 – 09:00 Registration & Welcome Coffee / Fine Selection of Tea

Participants registration & Morning coffee/tea: Networking with the main E-Commerce services providers at GPeC Expo and with the Romanian and Central and Eastern European online industry elite

09:00 – 09:15 GPeC SUMMIT Opening – 13 Years Edition – Andrei Radu (CEO & Founder GPeC)

09:15 – 09:35 Romanian E-Commerce Market Research 2018 – Andrei Cânda (Managing Partner iSense Solutions)

The outcomes of the iSense Solutions & GPeC E-Commerce Market Research run in May 2018 – the study is representative for the urban environment on a national level.

Learn, in premiere, the latest market figures, the online consumers behavior, how much they spend on different verticals, what types of products they buy the most, what they expect from online shops, what are their insecurities when it comes to e-commerce and many other hot and exclusive information about the current state of the e-commerce market. A must-attend intervention for anyone working in e-commerce or is going to start an online business! Not to be missed by specialized journalists – the up-to-date radiography of the Romanian online market is waiting for you!

09:40 – 10:10 Fireside Chat with Iulian Stanciu (CEO eMAG)

Open dialogue with Iulian Stanciu (CEO eMAG) about the first figures and trends of 2018 in e-commerce, the evolution of the first quarter of 2018 compared to the same period last year, expected growth, consumption behavior, market state and size, development opportunities in online industry.

Participants and journalists are encouraged to address questions to the e-commerce market leader.

10:15 – 11:00 Persuasive Web Design for E-Commerce – keynote speech Peep Laja (CEO CXL)

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Key Takeaways:

• What makes your website more persuasive
• Tactics and strategies for product page design
• Specific A/B tests you should try on your website

11:05 – 11:15 Sharing mentality in E-Commerce Marketing – Dorin Boerescu (CEO 2Performant)

11:15 – 11:45 Coffee Break & Networking @GPeC E-Commerce Expo

11:50 – 12:35 Keynote speech Jeff Bullas (#1 Global Content Marketing Influencer) – 3 Key Pillars to Successful Content Marketing on the Social Web

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In this presentation you will discover the key pillars to succeeding at content marketing. One of these is a strategy that many content marketers forget. You will also learn:

• How to create a smarter integrated social strategy for your content marketing
• How to generate millions of visitors for free to your website and blog
• How to convert traffic and trust from your content into leads and sale

12:40 – 13:00 Together – Cristina Pateșan (Head of Digital Orange România)

How do we integrate the needs and desires of our customers, even those they do not know of

Key Takeaways:

• What are the benefits of listening to and integrating customers’ feedback
• What are the tools (free or paid) that you can use to generate this feedback
• Examples of collaborative projects
  

13:00 – 14:00 Lunch Break & Networking

14:10 – 14:25 A new perspective in online crediting – Andrei Buzgan (CEO Credius)

Key Takeaways:

• What does customers’ technological passivity mean and how do we approach it?
  
• Customers’ perception on online crediting
  
• New trends in online crediting
  
• Paperless loans

14:25 – 15:10 Why You Fail at Digital Marketing. And what to do about it – keynote speech Karl Gilis (Co-Founder AG Consult)

Key Takeaways:

• Why you suck at online marketing (Yep, this session will be fun :))
• Why words are so much more important than design
• 7 universal but often forgotten principles to boost your online success

15:15 – 15:55 STAGE ON FIRE: E-Commerce on Wheels

You get the chance to address your questions to the most important e-fulfillment and courier companies in Romania, in a debate that addresses openly the problems of online shops and finding the best solutions so that all the parties involved – especially the consumer – are satisfied.

Debate guests: Bogdan Colceriu (CEO Frisbo); Felix Pătrășcanu (Founder & Managing Partner FAN Courier), Lucian Aldescu (CEO DPD Romania), Miklos Szoboszlay (Division Manager GLS Romania), Sorin Mihai Nistor (Commercial Director DHL)

16:00 – 16:30 Coffee Break & Networking @GPeC E-Commerce Expo

16:35 – 17:20 Artificial Intelligence for Marketing: Getting Started – Jim Sterne (Chairman Digital Analytics Association)

AI and machine learning are coming at us fast. You need to know the basics and understand the practical applications. Starting with a quick overview of AI and ML (hold the math!), you will understand the language and the implications, be able to speak cogently with your colleagues, and determine where to apply this innovative technology first. You will also get a firm grasp on how these new tools will change your job and what you can do to remain relevant in tomorrow’s marketing department.

You will learn:

• What are artificial intelligence and machine learning?
• How do they work?
• What are they good at?
• How are they useful in marketing?

17:20 – 18:00 STAGE ON FIRE: Growth hacking tips for online businesses

Learn the most important trends you need to consider in 2018 and the near future in order to grow your business and sell more! Our guests are specialists with a vast experience in the industry, open to dialogue about the latest news and optimizations in Google AdWords, Usability, Conversions, SEO, Content Marketing & Social Media.

Guests: Anabela Luca (Managing Director & Online Marketing Consultant adLemonade), Doina Vîlceanu (CMO ContentSpeed), Ionuț Munteanu (Managing Partner WebDigital), Liviu Taloi (Co-Founder ECOMpedia), Mihai Vînătoru (Head of SEO & Managing Partner DWF), Monica Jitariuc (Managing Director MSLGROUP – The Practice).

Debate moderator: Cristian China-Birta (Blogger & 2.0 Entrepreneur)

• Check out the agenda on Google Calendar: https://bic.la/gpecsummit-cal-mai18 (click on “+ Google Calendar” on the bottom right to import the agenda in your Google Calendar)
• Download the agenda in iCal format (to import it in your favorite calendar application): https://bic.la/gpecsummit-ical-mai18

GPeC SUMMIT – Day 2, Conference & Expo, May 30, 2018 – Bucharest

Crystal Palace Ballrooms (Calea Rahovei 198A, district 5, Bucharest), Rooms London & Bucharest

08:00 – 09:00 Registration & Welcome Coffee / Fine Selection of Tea

Participants registration & Morning coffee/tea: Networking with the main E-Commerce services providers at GPeC Expo and with the Romanian and Central and Eastern European online industry elite

09:00 – 09:15 GPeC SUMMIT Day 2 Opening – Andrei Radu (CEO & Founder GPeC)

09:15 – 09:35 E-Commerce post PSD2 – Gabriel Ghiță (VP, Business Development, Mastercard Central and Eastern Europe)

09:40 – 10:00 eMAG Marketplace! How to sell more – Florin Filote (eMAG Marketplace Director)

Key Topics:

• Marketplaces – a global (r)evolution
• From global to local
• eMAG Marketplace – an added value ecosystem
• How to sell more with eMAG Marketplace

You will find out why Marketplaces are a disruptive model, where do they fit in your multichannel strategy and how eMAG Marketplace can be an important pillar for growing or even launching your e-business. Discover the insights that are going to help you sell more on eMAG Marketplace. Also in the presentation will be announced, for the very first time, some of the newest eMAG Marketplace tools and approaches for new and existing sellers.

10:05 – 10:15 It’s time to forget about manual processing! – Mircea Căpățînă (Co-Founder Smart Bill)

10:15 – 11:00 Evolve or Die! – keynote speech Brian McBride (Chairman ASOS)

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Brian starts with a brief outline of Moore’s law, which has made electronic products faster, smaller, cheaper. And Darwin’s theory of evolution shows us you need to adapt or you die. We saw the tech industry fail to adapt quickly enough, and watched Netscape, Dec, Compaq, Ashton Tate, Kodak, Nokia and others disappear. There are lessons here for all industries from Moore’s Law and Darwin’s Theory of Evolution.
Brian talks about the drivers of the growth of E-Commerce, how it is all about mobile and  the smartphone. The mobile revolution started only 10 years ago when I-Phone was launched. Now the mobile screen is the most looked at screen in our home. Brian talks about the need to be data driven, and how to connect with and engage with audiences. Brian talks about the importance of social media and engagement marketing in a world where traditional retail is under continuous pressure, and why because of a lack of customer knowledge they are losing share to E-Commerce pure-plays. Traditional retail is existentially threatened. And it’s not just retail – every consumer facing industry and business from banking to leisure is equally threatened. Brian talks about the need for personalisation, how companies like ASOS apply machine learning to the vast reservoirs of customer data to narrow 80k sku’s down to 10 tailored recommendations. And how to exploit digital marketing, leveraging Instagram, Facebook, Snapchat to get to the right audience. And how to use celebrity fashion – Taylor Swift, princess Kate to bring it all to life for our customers.

11:05 – 11:35 Coffee Break & Networking @GPeC E-Commerce Expo

11:40 – 12:10 SEO will never die! – keynote speech Marcus Tandler (Co-Founder and Managing Director RYTE GmbH)

Marcus will race through hundreds of slides in his typical #SlideStorm presentation style and will show what Google is up to these days and what savvy SEO’s should look out for in 2018 and beyond. Don’t expect just boring theory, as he will focus on actionable SEO and give hands-on tips on how to get to position zero in the SERP’s.

12:15 – 12:35 NO! I promise not to swear at you! :) – Alex Dona (Managing Partner TimesNewRoman.ro)

12:35 – 13:05 A/B testing Ultimate Guideline – keynote speech Ricardo Tayar (Co-Founder and CEO Flat 101)

You will learn how to think, design, release and analyze A/B testing and learn about them.

13:10 – 14:10 Lunch Break & Networking

14:20 – 15:05 SEO in a Mobile First Era – keynote speech Aleyda Solis (Founder Orainti & International SEO Consultant)

How to successful rank in a Mobile first era? Aleyda will share the steps, tools, do’s and dont’s and most common issues to look for, when doing a Mobile First SEO audit.

15:05 – 15:45 STAGE ON FIRE: Key E-Commerce Insights from Top Online Shops

You get the chance to ask questions to some of the most important online companies, representative of the main e-commerce verticals: Electro IT&C, Fashion and Home & Deco. You will learn the market peculiarities on each segment, consumer behavior, best-selling products, average order value, the most efficient marketing channels etc. – all in an open dialogue between the representatives of the online shops and the participants.

Debate guests who will answer your questions: Mihai Pătrașcu (CEO evoMAG); Miruna Mitu (Online Marketing & Communication Manager MOBEXPERT); Raul Filip (Purchasing Director ALTEX România); Robert Berza (General Manager Fashion Days & Growth Evangelist eMAG Fashion)

Debate moderator: Horia Neagu (Owner & Digital Marketing Consultant Napoleon.Digital)

15:50 – 16:10 Personalized Customer Experience Driven by Marketing Automation – Árpád Deák (Revenue Director Austria & Eastern Europe @Emarsys)

Marketing automation technology is the only way to reach each customer across your database at the time, place and with the content they need.

16:10 – 16:40 Coffee Break & Networking @GPeC E-Commerce Expo

16:45 – 17:15 The Frenemy Strategy – Dragoș Stanca (Founder ICEEfest & Managing Partner THINKDIGITAL)

On the positive and negative impact of technology giants in the media and e-commerce industry. What have the past years taught us about the future and what other boot options are there for “classic” performance marketing campaigns?

17:20 – 17:50 Performance – there is life beyond Google and Facebook – Darren Elliott (Sales Director Taboola UK)

What is content discovery and how you can use it to get better results for the performance marketing and direct response campaigns

• Check out the agenda on Google Calendar: https://bic.la/gpecsummit-cal-mai18 (click on “+ Google Calendar” on the bottom right to import the agenda in your Google Calendar)
• Download the agenda in iCal format (to import it in your favorite calendar application): https://bic.la/gpecsummit-ical-mai18

GPeC SUMMIT – Day 3, Masterclasses & Workshops, May 31, 2018 – Bucharest

Crystal Palace Ballrooms (Calea Rahovei 198A, district 5, Bucharest), Rooms Wien, Rome & Athens

08:45 – 09:30 Registration & Welcome Coffee / Fine Selection of Tea

Participants registration & Morning coffee/tea

ROOM WIEN – Google Analytics Masterclass – Jeff Sauer (Founder Jeffalytics)

09:30 – 11:00 Diving Deep into Google Analytics Data

• Mindset: Setting expectations of what Google Analytics can help you achieve
• Beyond basics: What you can track in Google Analytics
• Audience Reports: Get an advanced understanding of who is visiting your website
• Acquisition Reports: How did your traffic find you and how do you make it more accurate?
• Behavior Reports: Even tracking and advanced setup
• Conversion Reports: Making sure you are tracking every conversion

11:00 – 11:30 Coffee Break & Networking

11:30 – 13:00 Strategies for using Web Analytics to Drive More Revenue

• Campaign Tracking: Keep track of all campaigns sending traffic to your website
• Attribution Modeling: Accurately track sales back to your marketing activities
• Multi-Channel Reporting: Understand the touch points that go into website purchases
• Remarketing and segmentation: Build segments of visitors most likely to convert

13:00 – 14:00 Lunch Break & Networking

14:00 – 15:30 Pulling together your data and getting company buy-in

• Sharing results: Strategies for sharing results
• Telling a story with data
• Getting organizational buy-in

15:30 – 16:00 Coffee Break & Networking

16:00 – 17:30 Building a Google Data Studio Dashboard

• Digital Marketing Measurement Model and Measurement Strategies
• Hands on building: Let’s build a killer dashboard in Google Data Studio!
• Additional Resources: Jeff will share resources for utilizing Google Data Studio to its fullest

ROOM ROME – UX & Conversion Optimization Masterclass – Karl Gilis (Co-Founder AG Consult)

09:30 – 11:00 Quantitative research methods

• Why you can’t create a great user experience without user research
• Google Analytics: what questions to ask?
• Scroll and click heatmaps: what patterns to look for and how to improve your website based on what your users are doing
• How form analysis can help you to improve your forms (when do you know what to look for?)

11:00 – 11:30 Coffee Break & Networking

11:30 – 13:00 Qualitative research methods

• User session recordings: what patterns to look for and how to process 500 videos in a few hours
• User testing done right: avoid the most common pitfalls of user testing
• Targeted surveys: improve your product pages, product descriptions and checkout with targeted surveys
• When to use 5-second tests?

13:00 – 14:00 Lunch Break & Networking

14:00 – 15:30 UX Guidelines

We don’t talk about the obvious ones because you can find them anywhere. But I’ll share some unknown, but very important guidelines for home-, category- and product-pages. Guidelines that will almost always result in more engagement, more sales and more revenue!

15:30 – 16:00 Coffee Break & Networking

16:00 – 17:30 Let’s get practical: site reviews

• Enough theory. Let’s review your websites. Start improving them by applying what you’ve learned today.
• Q & A: I’m here to pick my brain, so ask me anything. As long as it has to do with your website.

ROOM ATHENS – WORKSHOPS

09:30 – 11:00 GDPR Workshop for online shops – Bogdan Manolea (Co-Founder TRUSTED.ro)

11:00 – 11:30 Coffee Break & Networking

11:30 – 13:00 eMAG Marketplace Workshop: Grow your business to the next level! – Oana Antohe & Cătălin Sterian

13:00 – 14:00 Lunch Break & Networking

14:00 – 15:30 Guide to Analysing the Top 10 Metrics in Google AdWords Workshop – Dragoș Smeu (General Manager Mavericks)

There are over 92 performance metrics we can follow in AdWords. We can easily lose ourselves in trying to monitor the results and what success means. That is why we will talk about:

• How to analyze the data at macro level
• What are the most important metrics we should follow
• What should we analyze depending on each campaign type
• What success means
• When should we optimize, when should we develop

15:30 – 16:00 Coffee Break & Networking

16:00 – 17:30 Your Online Marketing Strategy in 6 Steps Workshop – Raluca Radu (Country Manager Answear.ro & Founder MTH Digital)

• How do you set product-market fit for your online shop
• Digital tools for online market research
• How to create the main buyer persona profiles for your online shop
• Making sense of the online marketing mix and campaign message for the main online marketing channels
  
• KPI to evaluate your online marketing campaigns and to continually optimize your e-commerce results
  

• Check out the agenda on Google Calendar: https://bic.la/gpecsummit-cal-mai18 (click on “+ Google Calendar” on the bottom right to import the agenda in your Google Calendar)
• Download the agenda in iCal format (to import it in your favorite calendar application): https://bic.la/gpecsummit-ical-mai18