GPeC Summit May 25-26-27 2016. You’re in for 3 days of Premium E-Commerce Content!
GPeC Summit, May 25 2016, Bucharest Room – Crystal Palace Ballrooms, Rahovei Street no 198A, district 5, Bucharest
Participants registration & Morning Coffee / Networking with the Central and Eastern European E-Commerce elite and with the main E-Commerce services & solutions providers at GPeC E-Commerce Expo
09:00 – 09:10 Start GPeC Summit May 2016 #GPeCSummit #GPeC11
We begin the 11th annual edition of themost important e-commerce event in Central and Eastern Europe. Your hosts will welcome you to the heart of CEE E-Commerce: Raluca & Andrei Radu
09:10 – 09:45 Panel: Romanian E-Commerce – View From The Top
You will find out the latest market insights, figures, statistics, particularities and trends of Romanian e-commerce from the top players. You will get an updated overview of the market: evolution rate, consumers behavior, main categories, trending niche markets. You’re in for an interactive debate with to the point questions and answers, moderated by Dorin Boerescu, CEO 2Performant.
Panel Guests: Adrian Urdă (VP Altex Romania); Antonio Eram (CEO & Founder Netopia mobilPay); Elisabeta Moraru (Industry Manager Google) Marius Costin (CEO PayU România); Tudor Manea (General Manager eMAG)
09:50 – 10:20 Brian Dean (Founder & CEO Backlinko): How Ecommerce Sites Can Tap Into Google’s New Ranking Factors
Backlinks. Keywords. Title tags. These classic ranking signals are still important. But there are several new ranking factors – like user experience and brand signals – that Google is using today. These are signals that e-commerce sites should look to take advantage of in 2016 (and beyond). In this talk, Brian will show you a number of actionable strategies that you can use to take advantage of these emerging signals to get more traffic and sales.
10:25 – 10:45 Ana-Maria Ilie (Digital Marketing Manager Orange Romania): GOING MOBILE: [THE] DIGITAL [ROAD IS PAVED WITH] CHALLENGES, TOOLS AND WORKAROUNDS
Tight deadlines, challenging commercial targets, scarcity of resources – does this sound familiar? Day to day interactions present either a challenge, a question or a choice. We will discuss them together.
10:45 – 11:15 Marie Polli (Senior Optimization Strategist ConversionXL) – What to do if you don’t have enough traffic for testing. How to Optimize Low Traffic Websites
Not everyone has enough traffic to run split tests (within a reasonable amount of time). But testing does not equal optimization, it’s only part of it. Marie will show you how you can optimize your site for higher conversions – no matter how much traffic you’ve got! During the session we will work though an actionable to do list based on your traffic rates and cover the biggest mistakes you should avoid when optimizing low traffic sites.
11:50 – 12:05 Doina Vîlceanu (Chief Marketing Officer ContentSpeed): YOU HAVE A SUCCESSFUL ONLINE SHOP? NOW WHAT? 4 TRENDS TO FOLLOW IN 2016 TO GET TO THE NEXT SALES LEVEL. CASE STUDIES FROM THOSE WHO SUCCEEDED
12:10 – 12:45 David Darmanin (Founder & CEO Hotjar) – The Rise of The User
It’s 2016 and our users and customers have never been as ‘connected’ as they are today. In ‘The Rise of the User’ we will look at how this is impacting your business – and how you can leverage it to fuel your growth. In this session David will present the “4 drivers of growth strategy” and how the team at Hotjar used these drivers to build a high growth and profitable business generating €3 Million in ARR in less than 2 years.
12:50 – 13:05 Ștefan Bochiș (Product Manager Online CREDIUS IFN) – Online-Online.ro: Online shopping through credit granted exclusively online
International best practices and case studies reveal the importance for online shops to offer a wide range of payment methods to their customers. Credits or payments in installments are more and more popular among Romanian and international clients – especially when it comes to more expensive products. Ștefan Bochiș will demonstrate the simple process of integrating the credit system in the order and delivery process, the process of granting an online credit and the benefits of getting credit online.
13:05 – 13:25 Mugur Cosmin Frunzetti (Co-Founder & CMO Retargeting) – Retargeting PAYS!
You have about 1000 marketing tools that will bring more visitors on your site. You have more then 100 marketing tools that can customize your site. But you have less than 10 marketing tools that can help you collect information about each visitor you brought on site and then use those information to automatically engage and convert that visitor into a customer. And only one of these marketing automation tools has proven positive ROI for over 200 Romanian e-commerce stores. Retargeting PAYS!
14:30 – 15:10 Karl Gilis (Co-Founder AGConsult) – Don’t do anything on your website you wouldn’t do on a first date
Karl doesn’t know much about dating: he’s been married for 29 years. But after reading some dating tips, he realized there are many parallels between how you should treat your web site and your date. Build around 10 universal dating conversion tips he gives more than 30 examples of AB-tests that illustrate what you can do with these tips. He shows the data and how he came up with those tests. So you can include them in your conversion optimization process.
What you’ll learn:
- Why starting off with a French kiss or telling your life story in the first minute is never a good idea;
- Why it’s a bad idea to let your date visitor waiting. And why web design is about “only keeping elements that add to the bottom line”;
- Why a marketing experience should never be all about you. Show interest in your date customer and what they want. Ask them questions, make them laugh, be patient.
15:15 – 15:50 Panel: Are courier and e-fulfillment companies ready for the E-Commerce (r)evolution?
The e-commerce market is growing at a fast pace and clients’ expectations grow accordingly when it comes to their online shopping experiences. On the other hand, online shops put a lot of pressure on logistics and courier companies, asking their partners to keep up with the e-commerce (r)evolution. What are the main expectations of online shops? Are courier and e-fulfillment companies ready to cope with today’s requirements as well as tomorrow’s? Here is your chance to address the questions directly to the most important e-fulfillment and courier companies in Romania, in an open debate where both sides of the table get to express their point of view in a joint effort to find common ground and to reach a win-win situation for the benefit of the online shopper.
Panel Guests: Bogdan Colceriu (CEO Frisbo); Carmen Pătîrlăgeanu (Business Development Manager Allpacka); Felix Pătrășcanu (Managing Partner FAN Courier), Lucian Aldescu (CEO DPD România), Marian Șeitan (General Manager Mediapost Hit Mail). Moderator: Andrei Radu (Founder & CEO GPeC).
15:55 – 16:10 ADRIAN IONESCU (MICROSOFT ROMANIA) – FOCUS ON BUSINESS DECISIONS. LET OTHERS TAKE CARE OF BUGS, ERRORS AND SCALABILITY ISSUES.
16:10 – 16:40 Paul Rouke (Founder & CEO PRWD) – Conversion Optimisation – Create The Foundations For Your Success
The conversion optimisation industry is in a mess. Poor practice and the spread of misinformation is rife – successful CRO programmes aren’t built through quick tips and hacks.
Millions is spent every month on enterprise testing tools which promise the world, only to be used by untrained teams and produce inconclusive results. To add to the problem, there are new shiny toys in the guise of big data & personalisation stealing all the headlines and clamouring for marketing budget to be thrown their way.
The agencies and practitioners who truly understand what intelligent conversion optimisation is and what it looks like are currently part of what can only be described as “the secret society”. This isn’t enough. As an industry, we have to evolve in order to for CRO to not only realise its potential, but survive.
In his opening keynote talk, Paul will be discussing the struggles that the conversion optimisation industry has faced (and will continue to if we don’t take action) and how collectively, the industry can prove that conversion optimisation is the best force for growth available to businesses all around the world.
17:15 – 17:25 Bogdan Manolea (Co-Founder Trusted.ro) – The Most Important KPI In E-Commerce: Net Promoter Score (NPS). Are you measuring it?
17:25 – 17:55 Daniel Waisberg (Analytics Advocate Google UK) – Putting Context Into Data
A single data point isn’t all that useful for understanding how something works, but neither is a big pile of stats. Context is the key to making metrics actionable, it will turn numbers into something more. In this talk, Daniel Waisberg will discuss data integration examples and then go through a framework to help guide the data analysis process. The framework is based on a matrix, called TITE (time, interactions, trends, and events), which takes both internal and external factors into consideration as well as influences and the need for comparison. Using a real life example, he will share how it can be used to transform data into a meaningful story.
18:00 – 18:35 Alex Langshur (Co-Fondator & Senior Partner Cardinal Path) – Stacks, tags & data activation
Whether we open a magazine, read the news online, watch videos or look at our Facebook feed, the truth is inescapable: digital has transformed the way we experience the world. Nowhere is this more apparent than in the world of marketing, where new platforms, devices and analytics are changing the way organizations reach prospects by delivering targeted, relevant, informative content that drives action. But what are the necessary conditions and key requirements that organization need to address to win at digital? Alex will share his thoughts on the unique 21st century challenges (and opportunities) of today’s marketer and share what and how companies are using analytics to transform data into value.
After a full Premium E-Commerce marathon-day, it is time to unleash networking together with the speakers and participants!!
Starting with 8:00 PM, we’re in for GPeC Party at True Social Club (the coolest Live Music club in the Old Town of Bucharest). You’re in for a memorable live show with the The ROCK band (AC/DC Tribute Band)!
For those about to rock (in e-commerce), we salute you!
Atena Room, Crystal Palace Ballrooms
10:00 – 11:30 Workshop “How to create better A/B tests based on user research” (part 1) – Karl Gilis, Co-Founder AG Consult
The web is full of best practices and results of AB-tests. Can’t you just copy those, lie back and watch your conversion rates go up?
Bad idea. Best practices don’t always work. In this workshop Karl will prove that with lots of examples.
So, what to do instead? Just test every idea that pops into your head? No again! That will result in bitter disappointment because your tests will fail over and over again.
The key is to get to know your visitors before you start testing. Research their behavior on your website. Learn in this workshop how to create AB-tests that really make a difference thanks to user research. So you can focus on what your visitors want: their needs, their priorities and their actions.
We’ll see how you can use Google Analytics, user session recordings, heatmaps, user testing, click testing, targeted surveys to collect useful insights. And how to adapt your web site based on this. Karl will show you the data of several tests and more important: how he came up with those tests. This will help you to optimize your conversion process.
And of course: we’ll look at your websites. And discuss all these techniques.
12:00 – 13:30 Workshop “How to create better A/B tests based on user research” (Part 2) – Karl Gilis, Co-Founder AG Consult
14:30 – 16:00 Workshop “How Marketing Automation Boost Sales and Increases Retention: Ecommerce Case Studies” – Paweł Krajewski, Team Leader, SALESmanago
During the workshop you will learn how to use Marketing Automation in the E-Commerce business and how to increase your sales and build better relationships with your customers. You will also get detailed information about how SALESmanago works, its core features and successful stories of our clients.
Sala Viena, Crystal Palace Ballrooms
10:00 – 11:30 Workshop “How to build a winning optimization program” – Marie Polli, Senior Optimization Strategist Conversion XL
You want to win more tests and get more impact per successful experiments. Well, it will all come down to whether you’re testing the right stuff and if your treatments work. In this workshop you’ll learn to use conversion research framework ResearchXL – which will help you come up with data-driven test hypotheses. Learn what you should test, and why, to boost your online revenue. It’s all about the right process.
You will learn how to:
✔ perform technical analysis to identify under-performing devices, browsers and pages
✔ conduct structured heuristic analysis to map “areas of interest”
✔ find insights from the data in Google Analytics
✔ do mouse tracking analysis
✔ set up qualitative surveys and analyze the results
✔ run user tests
✔ categorize and prioritize issues found and translate them into test hypotheses
This is the most hands on CRO workshop that you have ever been to. You’ll leave it with a detailed and prioritized CRO roadmap tailored to your business.
12:00 – 13:30 Workshop “Focusing on what matters to drive your business to the next level” – Alex Langshur, Co-Founder & Senior Partner Cardinal Path
– Alex Langshur, Co-Founder & Senior Partner Cardinal Path
Building an ecommerce business is a lot of hard work, marked by an endless series of choices and decisions. Where to focus? Who to hire? When to invest? How to market? What tech to buy? There are many, many tactical choices to make, but as Sun Tzu said “Tactics without strategy is the noise before defeat”. One of the most important things that management can do is to set strategy and to execute in a disciplined manner. But setting strategy is often a difficult, drawn out process, which is why many business don’t have one. Alex will share – and you will work though – a proven approach to help define and create an effective strategic plan to help take your business to the next level.
14:30 – 16:00 Workshop “Social Media Tools & Strategies to enhance your e-commerce business” – Chris Hague, Communication & Marketing Manager ZoomSphere
Athens Room, Crystal Palace Ballrooms
10:00 – 11:30 Workshop “Data Stories to Delight your Customers” – Lucia Ciucă, Managing Director Quantum Data Science
12:00 – 13:30 Workshop “Boost eCommerce and Customer Advocacy trough Modern Marketing and Services eXperiences” -Raluca Jianu, Cloud Solution Consultant Oracle Romania & Costin Dițescu, Principal Sales Consultant Oracle Romania
Study after study shows that consumers want a personalized, cross-channel customer experience, and they reward companies who excel at this with increased loyalty and greater spend.
- 86% of consumers said personalization had some impact on their purchasing decision
- 23% of retailers see 11%+ cumulative lift when using personalization
- 34% of customers say that high consistency across channels would mean greater spend
It is agreed that data issues are the number one barrier to providing a personalized customer experience across channels. So join this workshop to see how Oracle Marketing Cloud and Oracle Service Cloud will help you to better manage your customer data and needs and gain better insight into customer experience for seeing meaningful results.
14:30 – 16:00 Workshop “The secrets of a win-win relationship between online shops and programmers” – Liviu Taloi, Senior E-Commerce Consultant
Viena Room, Crystal Palace Ballrooms
10:00 – 11:30 Workshop “The Brand, differentiation and competitive advantage in e-commerce” – Mugur Pătrașcu, Founder & Managing Director Screen Native
12:00 – 13:30 Workshop “Manage your business in the Cloud using Office 365 and Microsoft Azure” – Ionut Cocias & Lucian Daia (Zitec)
14:30 – 16:00 Workshop “Retention Rate – the secret sauce of every successful e-commerce business“ – Valentin Radu, CEO Marketizator
It is easy to say, difficult to get it done. In e-commerce, it’s not about traffic. Nor is it about orders. Not even about customers. It’s about returning customers. In this workshop Valentin will speak about the importance of retention rate, the way it should be measured and how it can really be improved on the long term.