After our successful #YardInsights event held in Edinburgh back in November, we decided to run it again this time in our new office – at the top of the prestigious Capital Tower in Cardiff’s City Centre.
Over 50 representatives attended from companies in Cardiff, Bristol and the local area to listen to three expert speakers including Jon Myers, Samantha Noble and Paul Newbury.
The event programme covered a range of topics including the history of search, paid media and attribution modelling.
Jon Myers (Ascending Media) – History of Online Search
Jon has held senior roles at large agencies, publisher-side with Yahoo, and more recently in the ad tech space as VP and MD EMEA of Marin Software before setting up his own company Ascending Media. Who better then to take us through the history and future of online search.
Covering topics such as the growth of search and the evolution of Google, Jon, also provided some background on how Yahoo had two opportunities to buy Google and become the prominent search engine.
Looking to the future he touched on the greater integration with search and paid media across television, radio, apps and outdoor for a seamless journey for brands to integrate within our everyday life.
Samantha Noble (Biddable Moments) – Paid Media Techniques
Samantha is the Founder of Biddable Moments, a Paid Media Consultancy dedicated to helping brands increase their revenue through PPC and audience development. Samantha also won the UK Search Personality Award at the UK Search Awards 2016.
Chatting through how Google and Facebook maintain such significant growth by adapting to the market, Samantha explains that as advertisers we must do the same! She discussed a range of Paid Media opportunities including Instagram carousel ads, native ads in Google discover feeds, profile targeting in Bing, knowledge panel ads and much more.
Samantha, also highlighted the importance that localised campaigns will have in the next few years, with greater opportunity for advertisers to use Google search maps.
Paul Newbury (Yard) – Marketing Attribution Modelling
Paul is Yard’s CTO and is responsible for Yard’s data services strategy. The resident expert on marketing attribution, Paul is a practitioner on the practical application of statistical methods, machine learning and mathematical modelling.
Most companies use last click attribution or use models which look backwards, but Paul suggests that continuously modelling forward to the point of sale would be a better approach. This examines all visits, converting and non-converting to create a fair attribution of the sale value. It accounts for touch points such as on-site duration, views visit number, check out started, adds to basket and product page views. There’s also scope to include physical marketing activities within the predictive attribution model such as direct mail campaigns and even in store visits based on unique data gathered.
Next #YardInsights Event
We plan to run #YardInsights events throughout the year in Cardiff and Edinburgh, if you would like to get involved then please send us an email firstname.lastname@example.org and we’d love to hear any suggestions you have on topics that would be useful to discuss and learn.