SES Amsterdam 17 maart 2009: Eduard Blacquiere

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Webanalisten .nl

Keynote Eduard Blacquiere at SES Amsterdam for summary on webanalisten.nl

Negócios

experience relevance

Stand van zaken
Zoekmachinemarketing in Nederland
© 2007 Outrider The Netherlands LLC. All Rights Reserved. Ver: .1

experience relevance

Eduard Blacquière?

experience relevance

Marktonderzoekzoekmachinemarketing 2007

experience relevance

Zoekmachinemarketing?

experience relevance

experience relevance

2 “antwoordenlijstjes”

experience relevance

2 “antwoordenlijstjes”

Gesponsorde zoekresultaten

Natuurlijke zoekresultaten

experience relevance

2 “antwoordenlijstjes”

Zoekmachineadverteren(SEA)

Zoekmachineoptimalisatie(SEO)

experience relevance

Dus:

Zoekmachinemarketing (SEM)

=
Zoekmachineadverteren (SEA)

+
Zoekmachineoptimalisatie (SEO)

experience relevance

Stand van zaken

experience relevance

experience relevance

10 vragen
Netsociety (Maurice Pothof)
Checkit (Paul Aelen)

Onetomarket (Roy Huiskes)
DutchCowboys (Henk de Hooge)

OrangeValley (Joost de Valk)
eBay (Dennis Goedegebuure)

Outrider (GroupM/WPP) (Rogier Croes)
FirstFocus (Menno Flikkema)

Search Specialist (Peter van der Graaf)
Ilse Media (RamonEijkemans)

TomTom (Martin Voorzanger)
Indenty (Dennis Sievers)

Traffic4u (Remi van Beekum)
Interneteffect (Keesjan Deelstra)

Tribal IM (Wiep Knol)
IAB, Marketingfacts (Marco Derksen)

Yonego (Joris Toonders)
Maxlead (Ronald van Klooster)

experience relevance

1) Marktomvang?

experience relevance

experience relevance

En danbedoelik:

Zoekmachineadverteren(SEA)

Zoekmachineoptimalisatie(SEO)

experience relevance

1) Marktomvang?
Netsociety (Maurice Pothof)
Checkit (Paul Aelen)

Onetomarket (Roy Huiskes)
DutchCowboys (Henk de Hooge)

OrangeValley (Joost de Valk)
eBay (Dennis Goedegebuure)

Outrider (GroupM/WPP) (Rogier Croes)
FirstFocus (Menno Flikkema)

Search Specialist (Peter van der Graaf)
Ilse Media (RamonEijkemans)

TomTom (Martin Voorzanger)
Indenty (Dennis Sievers)

Traffic4u (Remi van Beekum)
Interneteffect (Keesjan Deelstra)

Tribal IM (Wiep Knol)
IAB, Marketingfacts (Marco Derksen)

Yonego (Joris Toonders)
Maxlead (Ronald van Klooster)

experience relevance

2) Wat mist er?

experience relevance

experience relevance

IAB Taskforce Search

experience relevance

3) Ontwikkelingzoekmachines?

experience relevance

experience relevance

4) Ontwikkelingaanbieders?

experience relevance

experience relevance

Verbredenaanbod

Media (Online & Offline)

Zoekmachinemarketing (SEA, SEO)

On-site (webanalytics,etc.)

Off-site (CRM, retail, etc.)

experience relevance

5) Ontwikkelingadverteerders?

experience relevance

experience relevance

Meer kennis, meereisen

Media (Online & Offline)

Zoekmachinemarketing (SEA, SEO)

On-site (webanalytics,etc.)

Off-site (CRM, retail, etc.)

experience relevance

6) Concurrentieaanbieders?

experience relevance

experience relevance

7) Onderscheidendvermogen?

experience relevance

experience relevance

7) Onderscheidendvermogen?

Kennis: specialisatie vs.full-service

Werkwijze: consultancy vs. uitvoering

Afnemers: grote organisaties vs. MKB

Markt: lokaal vs. internationaal

Prijs: vast vs. variabel

experience relevance

8) Nieuweaanbieders?

experience relevance

experience relevance

9) Mediabureaus?

experience relevance

experience relevance

Integratie

Media (Online & Offline)

Zoekmachinemarketing (SEA, SEO)

On-site (webanalytics,etc.)

Off-site (CRM, retail, etc.)

experience relevance

10) Grootsteuitdaging?

experience relevance

experience relevance

Beseftoegevoegdewaarde

Media (Online & Offline)

Zoekmachinemarketing (SEA, SEO)

On-site (webanalytics,etc.)

Off-site (CRM, retail, etc.)

experience relevance

Mijnvisie?

experience relevance

experience relevance

Onderscheidend?

Pay per click

experience relevance

Eenduidigheid

Zoekmachinemarketing (SEM)

=
Zoekmachineadverteren (SEA)

+
Zoekmachineoptimalisatie (SEO)

experience relevance

Professionaliseren

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(video summary at: https://conversionhotel.com/session/keynote-2019-future-of-data-governance-gdpr/) This is an amazing woman with so much knowledge on analytics data and privacy in particular. I bumped into Aurélie Pols around 14 years ago when she was already publishing analytics content on the analytics blog of her former company (which might even be the first webanalytics agency being sold to a large firm). The blog was an inspiration for me to move away from writing about analytics for big broad marketing blogs and to start webanalisten.nl back in 2008 – a Dutch written niche blog on analytics and optimization. By then Aurélie already had 10 years of statistics and analytics experience… She moved on and did her work with Web Analytics Demystified and the Digital Analytics Association before she moved into the field of analytics & privacy. Yes, she focused on data and privacy already in 2012! So when I saw privacy and issues with data quality among the top 10 topics the #CH2019 attendees want to learn form I immediately thought of Aurélie. She accepted the challenge to keynote at Texel, also because she was born nearby in Alkmaar. Great Aurélie is coming over – she will enlighten us on all the questions we have on data and privacy. Cheers, Ton Wesseling Founder & host of The Conference formerly known as Conversion Hotel

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(video summary at: https://conversionhotel.com/session/keynote-2019-pitch-winner/) One of the many things I strive to optimize year-over-year is the quality (and diversity) of the attendees. To me this is even more important then the quality of the performers (who are important too, don’t get me wrong). Performers are there to inspire and entertain, but the time you spend with your fellow attendees is way bigger. This is were you go in depth based upon the inspiration by the performers. And of course it makes sense if I state that the combined knowledge of the 200 attendees is way bigger then the knowledge of the performers combined. Of course the performers are specialists, trained to deliver a performance. This is why they are on stage, but I also believe that there are also potential performers among our attendees. I’m not talking about the experienced performers that see this yearly Texel event as a nice final get together of optimization specialists before the winter conference break. I’m talking about people that are ready to take the step, but just need the final push. This year at The Conference formerly known as Conversion Hotel we were having a keynote pitch competition. Out of all the keynote pitch applications we got from the ticket application proces this summer we selected 9 contestants. They were guided in their 2 minute pitch by world class CRO speaker and speaker coach Michael Aagaard from Denmark. All these pitches will be delivered on Friday and all the attendees voted “Yes” or “No” on the question for every pitch “Do you want this presenter and topic as a keynote”. The highest “Yes” score will become a keynote on the #CH2019 main stage on Saturday. Number 9 got lot’s of speaker coaching by Michael and a bunch of drinks to recover. Number 2 to 8 were scheduled as a presentation in one of the two presentation rooms during the break-out sessions. Michael was there for support and will devote some coaching time after the conference! Lucia won the pitch competition and took main stage on Saturday. She did great! Enjoy the slides. Ton Wesseling Founder & host of The Conference formerly known as Conversion Hotel

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(video summary at: https://conversionhotel.com/session/keynote-2019-friction/) When I asked the #CH2019 attendees about topics they want to learn more about, consumer Psychology popped up in the top 5. Happy to see this topic so high on the list, because I truly believe that effective optimization is a combination of data & psychology. Going through potential speakers I reached out to Roger Dooley, because he just published his new book: “Friction – The Untapped Force That Can Be Your Most Powerful Advantage” (McGraw Hill, May 17, 2019). I’ve seen Roger on stage several times around the world presenting about his previous books, but he was never on stage yet at Texel. Perfect timing: so now he will be on our stage in November this year, to spread his knowledge, interact and investigate where friction can be reduced. Roger is also the author of Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing. You might know him of his popular blog Neuromarketing or his columns at Forbes.com and I’m happy he accepted to keynote at CH2019. Cheers, Ton Wesseling Founder & host of The Conference formerly known as Conversion Hotel

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SES Amsterdam 17 maart 2009: Eduard Blacquiere

2. experience relevance “Voorstelrondje”

3. experience relevance Adverteerders?

4. experience relevance Aanbieders?

5. experience relevance Zoekmachines? 5

6. experience relevance Eduard Blacquière?

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20. experience relevance 2 “antwoordenlijstjes” Gesponsorde zoekresultaten Natuurlijke zoekresultaten

21. experience relevance 2 “antwoordenlijstjes” Zoekmachineadverteren(SEA) Zoekmachineoptimalisatie(SEO)

22. experience relevance 2 “antwoordenlijstjes” Zoekmachineadverteren(SEA) Zoekmachineoptimalisatie(SEO)

23. experience relevance Dus: Zoekmachinemarketing (SEM) = Zoekmachineadverteren (SEA) + Zoekmachineoptimalisatie (SEO)

24. experience relevance Stand van zaken experience relevance

25. experience relevance 2009

26. experience relevance 10 vragen Netsociety (Maurice Pothof) Checkit (Paul Aelen) Onetomarket (Roy Huiskes) DutchCowboys (Henk de Hooge) OrangeValley (Joost de Valk) eBay (Dennis Goedegebuure) Outrider (GroupM/WPP) (Rogier Croes) FirstFocus (Menno Flikkema) Search Specialist (Peter van der Graaf) Ilse Media (RamonEijkemans) TomTom (Martin Voorzanger) Indenty (Dennis Sievers) Traffic4u (Remi van Beekum) Interneteffect (Keesjan Deelstra) Tribal IM (Wiep Knol) IAB, Marketingfacts (Marco Derksen) Yonego (Joris Toonders) Maxlead (Ronald van Klooster)

27. experience relevance 1) Marktomvang? experience relevance

28. experience relevance 1) Marktomvang?

29. experience relevance En danbedoelik: Zoekmachineadverteren(SEA) Zoekmachineoptimalisatie(SEO)

30. experience relevance Marktomvang?

31. experience relevance 1) Marktomvang? Netsociety (Maurice Pothof) Checkit (Paul Aelen) Onetomarket (Roy Huiskes) DutchCowboys (Henk de Hooge) OrangeValley (Joost de Valk) eBay (Dennis Goedegebuure) Outrider (GroupM/WPP) (Rogier Croes) FirstFocus (Menno Flikkema) Search Specialist (Peter van der Graaf) Ilse Media (RamonEijkemans) TomTom (Martin Voorzanger) Indenty (Dennis Sievers) Traffic4u (Remi van Beekum) Interneteffect (Keesjan Deelstra) Tribal IM (Wiep Knol) IAB, Marketingfacts (Marco Derksen) Yonego (Joris Toonders) Maxlead (Ronald van Klooster)

32. experience relevance 2) Wat mist er? experience relevance

33. experience relevance 2) Wat mist er?

34. experience relevance Keurmerk

35. experience relevance IAB Taskforce Search

36. experience relevance 3) Ontwikkelingzoekmachines? experience relevance

37. experience relevance Blended Search

38. experience relevance

39. experience relevance

40. experience relevance Personalisatie

41. experience relevance

42. experience relevance Gedrag

43. Advertenties experience relevance

44. experience relevance BPF

45. experience relevance 4) Ontwikkelingaanbieders? experience relevance

46. experience relevance Verbredenaanbod

47. experience relevance Verbredenaanbod Media (Online & Offline) Zoekmachinemarketing (SEA, SEO) On-site (webanalytics,etc.) Off-site (CRM, retail, etc.)

48. experience relevance Verbredenaanbod Media (Online & Offline) Zoekmachinemarketing (SEA, SEO) On-site (webanalytics,etc.) Off-site (CRM, retail, etc.)

49. experience relevance Verbredenaanbod Media (Online & Offline) Zoekmachinemarketing (SEA, SEO) On-site (webanalytics,etc.) Off-site (CRM, retail, etc.)

50. experience relevance Rendement

51. experience relevance Consultancy

52. experience relevance 5) Ontwikkelingadverteerders? experience relevance

53. experience relevance Rendement

54. experience relevance ‘In-house’

55. experience relevance Meer kennis, meereisen Media (Online & Offline) Zoekmachinemarketing (SEA, SEO) On-site (webanalytics,etc.) Off-site (CRM, retail, etc.)

56. experience relevance Consultancy

57. experience relevance 6) Concurrentieaanbieders? experience relevance

58. experience relevance Vijver

59. experience relevance ‘Top’ segment

60. experience relevance BPF

61. experience relevance MKB

62. experience relevance Aanbieders

63. experience relevance Adverteerders

64. experience relevance 7) Onderscheidendvermogen? experience relevance

65. experience relevance Vijver

66. experience relevance Aanbieders

67. experience relevance Adverteerders

68. experience relevance Segmentatie

69. experience relevance 7) Onderscheidendvermogen? Kennis: specialisatie vs.full-service Werkwijze: consultancy vs. uitvoering Afnemers: grote organisaties vs. MKB Markt: lokaal vs. internationaal Prijs: vast vs. variabel

70. experience relevance 8) Nieuweaanbieders? experience relevance

71. experience relevance

72. experience relevance JA!

73. experience relevance Vijver

74. experience relevance MKB

75. experience relevance ‘Top’ segment

76. experience relevance Waarde

77. experience relevance 9) Mediabureaus? experience relevance

78. experience relevance Budgetten

79. experience relevance ‘Top’ segment

80. experience relevance Aanbieders

81. experience relevance ‘In-house’

82. experience relevance Integratie Media (Online & Offline) Zoekmachinemarketing (SEA, SEO) On-site (webanalytics,etc.) Off-site (CRM, retail, etc.)

83. experience relevance Integratie Media (Online & Offline) Zoekmachinemarketing (SEA, SEO) On-site (webanalytics,etc.) Off-site (CRM, retail, etc.)

84. experience relevance 10) Grootsteuitdaging? experience relevance

85. experience relevance Rendement!

86. experience relevance Beseftoegevoegdewaarde Media (Online & Offline) Zoekmachinemarketing (SEA, SEO) On-site (webanalytics,etc.) Off-site (CRM, retail, etc.)

87. experience relevance Mijnvisie? experience relevance

88. experience relevance Aanbieders

89. experience relevance Onderscheid?

90. experience relevance Onderscheidend? Pay per click

91. experience relevance Eenduidigheid Zoekmachinemarketing (SEM) = Zoekmachineadverteren (SEA) + Zoekmachineoptimalisatie (SEO)

92. experience relevance Professionaliseren

93. experience relevance Samenwerken

94. experience relevance Rendement!

95. experience relevance Vragen?