Conference

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This year again, we will bring the best online marketers on stage for you! Have a look at our agenda on a regular basis to see who has confirmed their attendance. If you want to download the final agenda, please do it here.

OMCap 2016 Conference

PerformicsLOGOwebtrekk
Time Track 1 | Palais Track 2 | Kesselhaus
08:00 - 09:00
08:00 - 09:00 Registration
09:00 - 09:30
09:00 - 09:30 Welcoming address
09:30 - 09:55
09:30 - 09:55Mastering the Force
Andraz Stalec
09:55 - 10:20
10:30 - 10:55
10:55 - 11:20
10:55 - 11:20Künstliche Intelligenz im Marketing
Dr. Alexander Korth
11:30 - 11:55
11:30 - 11:55Panel: Performance Marketing
Sebastian WenigBenjamin LocherAndreas Assum
11:55 - 12:20
12:20 - 13:30
12:20 - 13:30 Lunch buffet
13:30 - 13:55
13:55 - 14:20
14:30 - 14:55
14:30 - 15:20360° Testing – der ungehobene Schatz
Erik Siekmann
14:55 - 15:20
15:20 - 15:50
15:20 - 15:50 Coffee break
15:50 - 16:15
15:50 - 16:15Best PPC Strategies
Thilo HellerRichard Stinauer
15:50 - 16:40Undervalued Media Assets in 2016
Philipp Westermeyer
16:15 - 16:40
16:50 - 17:15
17:15 - 17:40
17:15 - 17:40Building alteration
17:50 - 18:40
17:50 - 18:40Building alteration
18:40 - 19:30
18:40 - 19:30 Registration networking event

OMCap 2016 Conference

Mastering the Force

09:30 - 09:55
Track 1 | Palais

The Force is an energy field that connects all living things in the galaxy. I’m going to teach you how to use the Force to master your digital marketing. We will talk about how to balance your digital strategy and focus yourself so you can become the real Jedi of digital marketing. “For my ally is the Force, and a powerful ally it is.” Jedi Master Yoda


Artificial Intelligence und der moderne marketer

09:30 - 09:55
Track 2 | Kesselhaus

Holger Behnsen – Managing Director for Germany at Emarsys – will talk about the challenges in retention marketing. During his session, Holger will show how marketers can solve problems in retention marketing and how the future of marketing will change as a whole. The audience will be given an insight into how artificial intelligence is used in marketing and how they can improve the overall results in retention marketing.


Vom Multichannel zur Marketingorchestrierung: Voraussetzungen und erste Schritte für die erfolgreiche Umsetzung einer kanalübergreifenden Marketingstrategie

09:55 - 10:20
Track 1 | Palais

The arranged navigation of marketing messages via all available channels is one of the most important instruments for long-term customer loyalty. What is needed for a successful implementation of a cross-channel marketing strategy? This session examines the practical problems and how to solve them. Afterwards, on the basis of case studies, Markus and Manuel show which cross-channel campaigns can be implemented by marketing managers in order to increase the conversion rate and the customer loyalty in a sustainable way.


How marketing automation boosts sales and increases retention

09:55 - 10:20
Track 2 | Kesselhaus

During the presentation, you will learn that marketing automation these days is one of the most important tools for your company to stay ahead of your rivals. At the presentation, you will also hear about successful stories of our clients.


5 Content Promotion Mistakes You’ll Never Make Again

10:30 - 10:55
Track 1 | Palais

Can you accurately pinpoint the reasons why some of your content promotion campaigns fly whilst others fail horribly? Does your outreach team know what the healthy ratio is between email opens and positive replies? If you answered ‘no’ to either of those questions, chances are that you’re making easily solvable mistakes that are not allowing you to achieve consistently good results for your content marketing campaigns. In this presentation, Gisele Navarro will share five content promotion mistakes she made and learnt from, including a series of case studies drawn from NeoMam Studios’ promotion campaigns.


Die Conversion Strategie – Wachstum statt Button-Schubsen

10:30 - 11:20
Track 2 | Kesselhaus

What is the difference between growth hacking and conversion rate optimization (CRO)? Many online marketers associate with CRO rather than A/B tests on a button or landing page level – but there is a lot more to it than this. André Morys will deconstruct the success of companies such as Amazon or Booking.com, and from that he will derive a strategic approach for why the growth rate of these companies has continued to multiply. A model can be derived that can be used as a blueprint for digital growth strategy.


Künstliche Intelligenz im Marketing

10:55 - 11:20
Track 1 | Palais

Many advertisers are upgrading their marketing technology at the moment. It can be a challenge concerning where we support our customers with consultation and service. There are many tools which support the marketer during the setup and maintenance of knowledge about customers and prospects. All of these are highly complex and are currently and in future supported by methods of artificial intelligence, in order to be able to solve several challenges such as predictions and control automations. This session gives an overview what artificial intelligence is and how to apply it to marketing.


E-Mail Marketing Automation: Die richtige Nachricht zum richtigen Zeitpunkt an den richtigen Empfänger

11:30 - 11:55
Track 1 | Palais

The sending of automated e-mails, so-called “Lifecycle-Mailings”, increases the relevance of newsletters and therefore the client satisfaction of subscribers, as well as the revenue of the company. With the help of e-mail marketing automation, companies can communicate directly with the customers and send mailings that are adjusted to the individual customer lifecycle. This session explains the advantages of automated dispatches, how to create a lifecycle campaign and how a company can increase the interaction with users with the help of behavior-related follow-up mails.


Panel: Performance Marketing

11:30 - 11:55
Track 2 | Kesselhaus

Concentrated knowledge about online marketing on one stage! Our expert panel of three marketing experts, Sebastian Wenig (posterXXL), Benjamin Locher (Telefónica) and Andreas Aßum (Nu3), will give in-house and interesting details surrounding different online marketing themes. In an open discussion round, the experts will talk about their experience and current developments in online marketing, as well as learnings from their work. As a part of the audience, you can lead the discussion and ask questions regarding all the marketing themes you wish to learn about.


Data-driven eMarketing – Wie Digital Analytics das Marketing veränderte

11:55 - 12:20
Track 1 | Palais

Thanks to digital analytics, not only every click on websites and apps is measurable, but also the campaigns of online marketing. On the basis of data, users can be addressed directly and the reaction – as well as the economic success of online marketing – can be measured and controlled. This presentation shows the latest trends and insights from the point of view of analytics.


How the new ways of communication change the way online marketing works

11:55 - 12:20
Track 2 | Kesselhaus

The speed and the amount of channels that we use for communication have increased tremendously over the last years. But our attention is still limited to the 168 hours per week. How can you setup your online marketing team in a way that allows you to keep up with the fast changing marketing environment. And how can you use the communication setup for your team to master online marketing beyond clicks, banner ads and SEO campaigns. Martin Künzi and Christoph Magnussen will work with actual client examples and share their insights of how superhero brands will take over the marketing world with real time ‘story making’.


Das Werbe-Relevanz-Paradoxon: Wie Onlinewerbung endlich kundenrelevant wird

13:30 - 13:55
Track 1 | Palais

For years, we have been reading that advertisement is perceived as annoying, as AdBlocker and ad-free programs are commonly in use nowadays. But why is this – and why does it seem that the trend isn’t changing? The key is the relevance of advertisement. Relevance is what addresses the customer – emotionally, and has real solutions. However, this requires more than a technical approach!


Checkups für einen gesunden AdWords Account

13:30 - 14:20
Track 2 | Kesselhaus

It can be hard to see the AdWords forest due to so many number trees: During her talk, Jennifer Bölitz introduces analyzes and ways of quality assurance in order to keep an eye on quantitative KPIs and qualitatively-relevant factors without losing oneself in evaluation options. Jennifer goes into details of indicators of a “healthy” account, shows helpful scripts and Excel reports and adds some tips on how to avoid failure in practice.


Cognitive Commerce meets product data: An innovative approach to fuel new revenues for Performance Marketers

13:55 - 14:20
Track 1 | Palais

Everyone talks about cognitive commerce. But what potential does it have for marketers? What hidden revenue streams are unclaimed and how can you take advantage of this new era of marketing? In this session we will explore the idea, the concept and the real facts that connects semantic opportunities with your product data marketing.


The Secret Weapon for Content Marketing Success

14:30 - 14:55
Track 1 | Palais

We are often on the lookout for the magic tool to make our digital marketing a success. And in the content marketing discipline we are very heavily armed. But this session isn’t about a tool although it is about magic. Tools and hard work are indeed required but the real secret weapon to success in content marketing is a very special ingredient which I would like to talk about in this session.


360° Testing – der ungehobene Schatz

14:30 - 15:20
Track 2 | Kesselhaus

Testing is stuck in a strategic trap as long as the topic only has an onsite focus. Relevant and sustainable revenue and cost-saving potentials can only be made by additionally considering media acquisition, competition, prices and client type. Erik Siekmann will show the realistic use, obstacles and solution approaches with the help of practical examples.


Being less wrong with Data driven attribution in Google AdWords

14:55 - 15:20
Track 1 | Palais

To make an informed decision about your media mix, your budget allocation and your bids, you need to understand the value of each touchpoint along the customer journey. Historically finding a useful attribution model and taking action based on it has been a massive challenge. In this session Google explains Data-Driven Attribution in AdWords and how it can help you attribute value along the customer journey, across different devices in a few easy steps.


Best PPC Strategies

15:50 - 16:15
Track 1 | Palais

In the online marketing mix, PPC strategies must consider very detailed performance information, as well as the device type, target groups and the content of advertisements, among other things. The partial allocation of the success of a campaign per channel is also expected from a good PPC strategy. We will show you how to effectively apply multichannel PPC strategies with the help of uniform reporting and simplified workflows.


Undervalued Media Assets in 2016

15:50 - 16:40
Track 2 | Kesselhaus

Philipp Westermeyer will show where low-priced advertising spaces can be bought. He will discuss which players act especially smart and also give some ideas for new marketing options and models for start-ups, as well as "big budget players".


Data Driven E-Mail Marketing: Wieviel ist Wunsch, wieviel schon Wirklichkeit?

16:15 - 16:40
Track 1 | Palais

Data-based e-mail marketing plays an important role in dialogue marketing, not only since “big data” has become a buzzword. The idea is simple: Next to openings and clicks, further data is used in order to enrich the profiles of the recipients and as a result, make e-mails more relevant. The basis for these personalizations are purchasing records from the web shop or the catalogue, click paths from the shop, and data concerning the customer loyalty program, for example. In our daily consulting practice however, we see that this data often isn’t used. The reasons vary: Silo thinking, expensive processes for the establishment of interfaces and insecurities, and how to transfer data to an increase of turnover. During this session, I will show you successful approaches for data-driven e-mail marketing and what chances and potentials this type of marketing offers.


Mobile Suchintentionen verstehen und messen

16:50 - 17:15
Track 1 | Palais

Mobile traffic is constantly growing and based on mobile devices, search queries can differ extremely from a desktop device. How to detect these subtle differences and how to use this for SEM will be shown in this session.


How to identify where your website is leaking money

16:50 - 17:40
Track 2 | Kesselhaus

The discovery of what matters is the most important part of conversion optimization. If you figure out WHAT to optimize and WHERE then you already have a solid foundation to your optimization strategy. Marie will drown you in examples and practical tips you can use to avoid the obvious mistakes and discover what matters on your website. Ask questions, get expert advice and walk away with plenty of new ideas.


Building alteration

17:15 - 17:40
Track 1 | Palais


Building alteration

17:50 - 18:40
Track 1 | Palais

 


Aktuelle Herausforderungen in den Bereichen digitales Marketing und Ad Tech

17:50 - 18:40
Track 2 | Kesselhaus

In the first part of the session, Florian will show how the evolution of digital methods has made an impact on the areas of operative marketing and CRM. Following that, he will discuss how to prepare for this evolution. The focus of the session lays on the right handling with GAFA platforms and the increasing relevance of storytelling skills. Florian will also demonstrate approaches for the establishment of tech stacks for marketing and CRM activities.