Online Marketing Masterclasses 2004 - Presentations

On 24th November 2004 E-consultancy ran a 1 day event: "Online Marketing Masterclasses: How to Acquire, Convert, Retain and Grow Customers Online".

We assembled some of the brightest and best practitioners, and leading brands, to learn about the latest thinking and best practice within online marketing.

There were presentations from the following:

• Dave Chaffey, MD, Marketing Insights
• Martin Aylward, E-Business Consultant, MORE TH>N
• Lawrence Merritt, European Search Engine Marketing Manager, Yahoo!
• Neil Mason, MD, Applied Insights
• Sandra Leonhard, Head of New Media Development, TUI UK
• Helen Taylor, Head of Site Development, British Telecom
• Jim Sterne, President, Targeting.com
• Barney Loehnis, European Bus. Dev. Director, Warner Bros Online
• Shiona McDougall, Marketing Director, Virgin Wines

Full details can be found at: http://www.e-consultancy.com/masterclass/

You can download the ZIP file below which contains all 9 presentations (it is quite large at 35mb). Or you can select individual presentations from the links below and download them individually.

Download

The following files are available for download. Right click and choose 'Save Link / Target as' to save the file to your computer:

 Download "Online Marketing Masterclasses 2004 - All Presentations" (36.5 mb .zip) »

Below are the individual files if you just want to download selected items.
 

Dave Chaffey - Online Marketing Masterclasses 2004 » Dr. Dave Chaffey's 60 slide keynote presentation at E-consultancy's 2004 Online Marketing Masterclasses on Online Customer Acquisition. Dave starts by looking at the strategic framework and processes required for effective online marketing optimisation. He then proceeds to examine the case for online marketing and how to optimise the marketing mix. There follows a section on online marketing automation showing how you can use software to automatically manage and improve campaigns through .....

 

MORE TH>N - Online Marketing Masterclasses 2004 » MORE TH>N'S Martin Aylward's presentation at E-consultancy's 2004 Online Marketing Masterclasses on Online Customer Acquisition. Martin explains MORE TH>N's approach to online marketing and customer acquisition. There is a strong focus on measuring and optimising return on investment (ROI). Martin talks through a range of methods, tools and techniques including: view through sales, PPC bidding strategies, e-mail tracking, telephone response tracking, affiliate tracking. There is a slide wh.....

 

Yahoo! - Online Marketing Masterclasses 2004 » Lawrence Merritt of Yahoo!'s presentation at E-consultancy's 2004 Online Marketing Masterclasses. As European Search Engine Marketing Manager for Yahoo!, Lawrence explains the role of search at Yahoo! and the process Yahoo! use to plan and optimise their search engine marketing activities. Specifically Lawrence explains about: keyword mining, metrics, budgeting, PPC tactics, measurement, analytics, bid optimization, creative testing, day-parting etc. In the final slides Lawrence looks .....

 

Neil Mason - Online Marketing Masterclasses 2004 » Neil Mason's 64-slide keynote presentation at E-consultancy's 2004 Online Marketing Masterclasses on how to convert customers online. Neil's presentation examines the latest issues, challenges and opportunities for online conversion, provides a framework for optimisation and looks at the tools at your disposal to get customers doing more of what you want on your site. Specific topis that Neil addresses in this comprehensive presentation include: how to optimise your conversion funnel, cus.....

 

TUI - Online Marketing Masterclasses 2004 » Sandra Leonhard of TUI's presentation at E-consultancy's 2004 Online Marketing Masterclasses. TUI includes leading UK travel brands such as Thomson Holidays and Lunn Poly. In this 19-slide presentation their Head of New Media Development explains how they go about improving online conversion. Specifically Sandra gives case studies detailing the effectiveness of usability, email, and changes to site content and presentation, in improving online conversion rates......

 

BT - Online Marketing Masterclasses 2004 » Helen Taylor of BT's presentation at E-consultancy's 2004 Online Marketing Masterclasses. Helen Taylor, Head of Site & Applications at BT explains how they have gone about improving conversion rates on BT.com using techniques such as journey path analysis......

 

Jim Sterne - Online Marketing Masterclasses 2004 » Jim Sterne's 77-slide keynote presentation at E-consultancy's 2004 Online Marketing Masterclasses. Jim's presentation focuses on how to retain customers online and grow their loyalty and custom. The main topics Jim covers are: Customer Centricity, Usability, Customer Service, Measuring Your Success and Customer Care. Jim's presentation includes numerous real-world examples and case studies......

 

Virgin Wines - Online Marketing Masterclasses 2004 » Shiona McDougall of Virgin Wine's presentation at E-consultancy's 2004 Online Marketing Masterclasses. Shiona McDougall, Marketing Director at Virgin Wines, explains in this 26-slide presentation how they go about engaging and retaining their customers by using technology to help "bring back the personal touch and good old fashioned service to wine retail." Shiona argues that Data, Creativity and Trust are the 3 cornerstones required for successful, personalised, relationship marketing onl.....

 

Warner Bros - Online Marketing Masterclasses 2004 » Barney Loehnis of Warner Bros' presentation at E-consultancy's 2004 Online Marketing Masterclasses. Barney Loehnis, Director of Europe at Warner Bros Online, explains in this 30-slide presentation how they go about retaining and growing their online customer base in the field of entertainment marketing. Barney talks through Warner Bros approach to: Life Cycle Planning, Integrated Marketing, CRM, Long term & Cross Promotion, Extending your reach. Barney explains in detail what role the i.....