Agenda SMXL Milan 2017

1° Giornata, 14 novembre 2017


08:00

Breakfast & Registration

09:00

Welcome Remarks & Keynote Speaker

Bryan Eisenberg, Professional marketing keynote speaker, Co-founder of BuyerLegends
10:15

Refreshments & Expo Hall Time

10:45

Morning Sessions

Search

Techical SEO Today

How important is technical SEO today? What should you be doing to future proof your website? How much and where should you invest in SEO? How should you manage your SEO ona day-by-day basis?

Advertising

Usability Best Practices

An amazing amount of Data is available to marketers today: Google Analytics, Facebook AdWords, YouTube, Bing Advertising, Attribution modelling tools, etc. It's easy to "get lost" in this big data. Learn how Data Storytelling & Data Visualization unlock valuable insights to make decisions and plan strategies

Social Media

Measuring Social Media Performance

Social Media is a big part of the web today. Marketers are increasing their expenditure, management requires a return on investment. How can we measure it? Which tools should we be using?

Analytics (eMetrics)

Analytics Hacks

Tips and suggestions on how to use Google Analytics and other javascript based data measurement platforms at their maximum potential

CRO (eMetrics)

Persuasion Psychology

CRO is nothing without a good knowledge of the basics of persuasion principles. Here you will see case histories and suggestions on how to maximize the power of persuasion in your online projects.

11:50

Room Change

12:00

Mid Day Sessions

Search

Structured Data & Semantics - How are they Changing Search?

Structured Data is still in it's infancy with many SEOs practising the profession of the data scientist. Most lack an indepth understanding and the far reaching implecations. Hos is structured data modifying the organic search landscape? How can you put structured data to use and which are the benefits in investing on structured data? Is it only about snippets?

Advertising

Ecommerce - Machine learning, AI and predictive analytics

The increasing complexity of the digital landscape on one side and huge business expectations on the other side are the driving force of change in e-commerce. Fueled by tons of data, machine learning and artificial intelligence are slowly becoming the norm. But algorithms themselves won't be able to change the companies and deliver success. Entire companies need to change as well. How to embrace this change? Where do we start and what should we expect? Which are the organizational needs? This session will examine data-driven digital marketing frameworks, insights and case studies from clients and finish up with a stack of tools and takeaways you can use to produce some quick wins.

Social Media

Information Design for Social Media

"Pics or it didn't happen" has been one of the latest buzz words (or buzz sentences) that migrated from the Internet to society. Marketers and Communicators must use effective means to win the attention of people in order to get messages accross effectively in a fraction of a second on Sicial Media Platforms

Analytics (eMetrics)

Tag Manager & PRO Tools

Data management possibilities offered by Tag Manager and other professional tools.

CRO (eMetrics)

Small Businesses CRO

Conversion Rate Optimization is often considered something only big companies can afford. Actually is possible to use some low cost tools and workarounds to fit it to SMB too.

13:00

Lunch & Expo Hall Time

14:15

Master Class: Anatomy of a Landing Page

Bryan Eisenberg, Professional marketing keynote speaker, Co-founder of BuyerLegends
Cyrus Shepard, SEO, Online Marketing, and Digital Publisher, Fazillion
15:30

Refreshments & Expo Hall Time

16:00

Afternoon Sessions

Search

Search for Ecommerce, Franchising Brands and Distributed Organizations

Search for Ecommerce demands special special attention to satisfy the expectations of shoppers and needs for optimal indexing by the search engines - Learn how you can satisfy both

Advertising

Web Marketing and Data Visualization

An amazing amount of Data is available to marketers today: Google Analytics, Facebook AdWords, YouTube, Bing Advertising, Attribution modelling tools, etc. It's easy to "get lost" in this big data. Learn how Data Storytelling & Data Visualization unlock valuable insights to make decisions and plan strategies

Social Media

Video in Social Media Marketing

Using Video on Social Media Platforms, benchmarking performance strategies for an effective social media strategy. Learn how facebook views work, how time watch is important for YouTube video. A strategic overview on the most used social media platforms

Analytics (eMetrics)

Data Visualization

Data visualization is a key asset when presenting the results of your web marketing activities. Learn how to use the best tools on the market to achieve powerful and self explanatory reports.

CRO (eMetrics)

CRO Tips

Set your company to Conversion Rate Optimization ready.

17:15

IT Search Awards

18:15

Closing

20:00

After Dark

2° Giornata, 15 novembre 2017


08:00

Breakfast & Registration

09:00

Welcome Remarks & Keynote Speaker

Rand Fishkin, Wizard, Moz
10:00

Morning Sessions

Search

The Dark Side of Digital Marketing

Ethics, Best Practices, Guidelines and Terms of Service are the baseling of all our strategies... more often than not increased competition, complexity of management and increase in costs push unscrupulous marketers to adopt questionable tactics to prevail - Learn from the expereince or the experts what goes on behind the scenes

Advertising

Tracking & Reporting Automation

Reporting can be very time consuming. Too much data is like too little. This session offers tips and best practices to achieve greater control and less time spent on routine checks. This session is dedicated to the more practial aspects of managing your campaigns using Google Tag Manager and other off the shelf scripts with advice from the panelists

Social Media

The Art of Storytelling

Engagement is crucial and attention spans are at an absolute minimum while we consume content on the go all day long. Learn from the experts how you should structure a content plan and how it should be deployed

Analytics (eMetrics)

The future of data analysis

Where are analytics going in the next months/years? All the latest news about Big G work in progress & future enhancements of the main data management platforms.

CRO (eMetrics)

CRO Tools

Learn how to use the main CRO tools on the market directly from the representatives of some of the most renowned companies developing them

11:15

Refreshments & Expo Hall Time

11:45

Mid Day Sessions

Search

SEO in a Mobile First World

Design, development and optimisation must be driven by the mobile first mantra - our world is mobile. How does mobile differ from Desktop and what should you do to keep your website up-to-date and current on mobile devices?

Advertising

Search Advertising for Travel

Strategies and case studies of failing and winning activities for selling online Travel services (Hotel, Camping, Flights, Transfers). How to adapt a strategy and which tools (and marketplace) are performing better in different markets (not only countries) and how to start a selling activity that is "by law" in Italy and abroad.

Social Media

Social Media Strategies that work

A closer look at Social Media from a strategic standpoint. Panelisits will share insights, success stories and failures in the Social Media arena.

Analytics (eMetrics)

Ecommerce Analytics

If Analytics are the backbone of every successful web project, they are absolutely vital to e-commerces. In these sessions we will see professional merchants sharing their best practices.

CRO (eMetrics)

Measuring UX

User Experience evaluation is mainly based on qualitative analysis, but actually is possible to measure it with some smart quantitative metrics. Here you will learn how simply you can do it.

13:00

Lunch & Expo Hall Time

14:15

Master Class

Aleyda Solis, International SEO Consultant, Orainti
Lee Odden, CEO, Top Rank Marketing
15:30

Refreshments & Expo Hall Time

16:00

Afternoon Sessions

Search

Content Related Strategies for Search

Content is king in a storytelling web - Strategies to identify new opportunities to develop content based on business intelligence, competitive research and historical perfomance. Learn how to create content based on query intent

Advertising

Search in a Voice Responsive World

Voice Response is a game changer - How is voice search chaning the search landscape? How must marketers respond? How can we attempt to answer these queries? What are the implications on a website today? How shold we change it?

Social Media

Meet the Social Media Stars

Analytics (eMetrics)

PRO Tips

If using analytics like a professional has always been your secret dream, you definitely need to attend these sessions.

CRO (eMetrics)

Neuromarketing & Surroundings

Looking at users behavioral patterns you will learn a lot of things on how we take decisions. Looking at how our brain works you will learn a lot on how to set your web projects.

17:00

Round Table & Conclusions