Bart Burggraaf

Many digital professionals spend their days justifying their work by using tracking information that is, at best, misleading and, at worst, completely wrong. In this session, Bart Burggraaf, Partner at MediaGroup Worldwide, discusses the pitfalls of digital marketing tracking, how we got into this mess and what to do about it (hint: it involves statistical analysis!). Key takeaways: 1. Understanding what the tracking data REALLY tells you. 2. Understanding how we got to the point that we are tracking all the wrong things. 3. Understanding how to get reliable, accurate data that measures actual incremental business.

In this presentation, Bart outlines how trading companies should think about marketing and growth strategies nowadays. By adopting a customer-centric approach, Bart walks you through the entire marketing process, including research, segmentation, targeting, positioning and advertising. Gain a deep understanding of how to deliver a marketing message that resonates with your target audience, fostering incremental growth for your trading business. Key takeaways: 1. Understanding how to build an effective marketing strategy for your trading business. 2. Understanding what mistakes to avoid. 3. Understanding key marketing challenges in the trading industry and how to overcome them.

SEO is one of the most important, and least utilized tactics for sales growth. In a wide-reaching presentation, working through on-site SEO, off-site SEO, and content optimization, Bart deeply delves into the many factors that can influence SEO performance in China, which differs significantly from Western practices, mainly focusing on the needs of mature companies. Key takeaways: 1. Chinese Search Engine market share. 2. Differences between Chinese and Western SEO. 3. How to get started with SEO in China.