1. business and industrial
2. business operations
3. business plans

Tuesday, 3 March 2015
Evolution – Mobile Hungary – Search engine marketing day
3–4 March 2015
A Hall
Rephrasing the social presence.
The market role of social sites.
9.20–9.35
Presentation
9.40–10.10
Forum
10.15–10.25
Presentation
10.30–10.40
Presentation
10.40–10.50
Presentation
10.55–11.05
Presentation
11.10–11.20
Presentation
11.20–11.30
Presentation
11.35–11.45
Presentation
Everybody lives in a society. Some societies
are our choices, some are not. But both can be
moderated. The magical overrating, handling,
control of the herd instinct, and what happens
when all this gets out of control.
Presented by: György Péter (ELTE)
Rephrasing the social presence from a
business point of view.
What should you use when and where should
you use it and what for? Strategic tools on
social sites: presence, generating awareness,
control, profiting. How does content depend
from the goal? Where in the fields of content
production and commerce can social sites
present an additional value that is measurable
from a business point of view as well?
Participants: Hammer Ferenc (ELTE),
Joanelli Tamás (Besocial),
Szabó Z (Index),
Töltésy Dávid
(Magyar Instagram Közösség),
Tokodi Gergő (MeC)
Vezeti:
Pohly Ferenc
What to look for and what to do?
Social media using habits.
Presented by: Győri Adél (Millward Brown)
Vehemency of societies.
Measurability of social activity.
Presented by: Szekeres Péter (Neticle)
Examining the ROI and conversion measurement in social media. Persuading the
boss and the costumer in light of the conversion and the ROI.
Presented by: Ofczianka Balázs (Quaestor)
Why is Facebook changing in every minute.
How can this be traced – how to avoid turning
into a stranded muddler from a professional.
Presented by: Gémes Ádám (BrandLift)
Without a strategy, we are just fumbling in the
social space as well. Because defining the goal
is not equal to establishing a strategic plan.
Presented by: Ölveczky Tamás (BeSocial)
Not all is free that looks to be. How much the
efficient social presence costs? Social media
budget planning, practical pieces of advice.
Presented by: Kecskés Viktória (Intren)
To astound and be creative in social presence occurrences.
Presented by: Gere Lajos (Gondoltad volna)
B Hall
9.30–9.45
Opening
• Hotel Helia
C Hall
Only the results count.
Performance based advertising tools.
9.45–10.00
Presentation
10.05–10.15
Presentation
10.15–10.25
Presentation
10.30–10.40
Presentation
10.40–10.50
Presentation
10.55–11.10
Presentation
11.10–11.20
Presentation
11.25–11.35
Presentation
11.35–11.45
Presentation
Conversion Theory From the three-letter
ones to the rendition of processes. Development and positioning of digital advertising tools
in marketing communication processes.
Presented by: Németh Norbert (Tchibo)
Comparison of conversion indicators:
classic indicators, banners, business, social
media and DM campaigns, business/sales,
RSS etc.
Presented by: Szabó Edit (Citi)
When performance-based approach
meets the content marketing. There are
campaigns where the quality of the contents
is defined by how much lead they produce.
The methodology of this will be the subject of
the next presentation. 1. Insight Generation 2.
Message Development 3. Content Development 4. Measurment points 5. Analisys and
learning sharing.
Presented by: Bánki Attila (Wunderman)
9.00–9.30
Presentation
9.35–9.50
Presentation
9.55–10.10
Presentation
10.20–11.10
Forum
Performance based banner magic
Presented by: Fodor László (Hasznaltauto.hu)
Display CTR above 1% – paths to the working banner. How can we achieve high clickthrough rate in 2015.
Presented by: Arany János (Ebola)
Renaissance of display ads (and ad servers).
Presented by: Ambruszter Géza (Gemius)
11.15–12.05
Forum
Branding és konverzió – esettanulmányok
Lengyelországból.
Presented by: Marek Kemnitz
(SocioMantic Labs.)
Performance based advertising tools meet
e-commerce – How the Bónusz Brigád
achieved a growth of 330% on paid online
channels (Case study)
Presented by: Szabó László
(Growww Digital)
Information from data – Big Data applications in the advertising industry: programmatic buying and optimizing ad allocation and
surface acquisition Technology and methodology, business oriented utilization.
Presented by: Szutor Ferenc (Adverticum)
New performance based advertising tools.
Case study
Presented by: Takács Borbála (Havas Digital)
Advertisement pie 2014–2015
Reasons and consequences
Announcement of the advertising sales of
2014
Announcers: Hivatal Péter and Urbán Zsolt
Presented by: Hantosi Bálint (OOH),
Kovács Krisztián (MEMe),
Kovács Tibor (MLE),
Novák Péter (IAB),
Turi Árpád (RAME),
Huszics György (DIMSz)
The economycal role of advertising
2008–2014
Presented by: Sere Péter (PwC)
The economycal role of advertising 2014–2015
Presented by: Tóth Orsolya (IMG)
What would we do without advertising? If all
participants would refrain from advertising,
would there only be a decrease in the general
level of consumption, or would the market
shares work out differently as well?
Participants: Horváth Magyary Nóra
(K&H),
Müller Zsolt András (HEBC),
Szabó Edina (OMG),
Urbán Zsolt (MRSZ),
Várkonyi Balázs
(Extreme Digital)
Managed by: Kamasz Melinda (Figyelő)
Trends and turbulances. Lets eveluate the
sales data of 2014 together. What could be the
reason behind the change in advertising sales?
Deep rooted trends or superficial changes?
Three questions regarding the current year to
the representative of each segment.
1. Compared to 2014, in what direction do sales
tend to move: up/down/stay in place? 2. What
moves the market and the sales. 3. What should
we do to increase advertising sales in our own
segment.
Participants: Hantosi Bálint (OOH),
Kovács Krisztián (MEMe),
Kovács Tibor (MLE),
Novák Péter (IAB),
Turi Árpád (RAME),
Huszics György (DIMSz),
Czagler Zsuzsa (Havas),
Erős Attila (Fastbridge)
Managed by: Simon Krisztián
2015: redistribution of the market?
12.05–12.15
Presentation
How and why is the media map being redrawn, and by who? Has the redistribution of
the market really started? And where does development come from?
Presentation: Incze Kinga (Mrs.White)
Facts do not cease to exist
because they are ignored.
(Aldous Huxley)
D Hall
H2H! Since we are working with people after all.
HR and company management
9.00–9.20
Presentation
9.25–9.40
Presentation
9.40–9.55
Presentation
10.00–10.20
Presentation
10.25–10.45
Presentation
10.45–11.05
Presentation
11.10–11.25
Presentation
The state ready for change and the chaos…
The digital ecosystem fundamentally reshapes
the world of work step by step. What kind of
factors influence this process, and what will be
its consequences? Will monitoring of the
employees' mood become a possibility in the
world of remote diagnostics and sensors
entwining all aspects of life? But who is interested in the employee's mood? Hawking,
please don't startle us
Presented by: Baracskai Zoltán
The three inflection points of the advancement of mankind.
Presented by: Bojár Gábor (Graphisoft)
How does technology change work environment and work performance. What should
we learn and educate differently. How do
expectations change? What will the workplace
of future be like?
Presented by: Klein Sándor
Changes in the corporate culture and the
employer employee relationship. The appearance of polarized workplaces results in the
cooperation of colleagues with different cultures.
Managing different generations in a workplace is
a challenge in itself. Being a leader is not a state
anymore, it is a profession.
Presented by: Bokor Adrienn (IBM)
Because I am ME! The intensification if individualism end emotion influencing and its effects
on society and the world of work. The freedom
of personal branding and transformation of
leadership roles. The change in human relationships and the importance of emotional intelligence. Burning out, apathy, resignation and
SCREAMING!
Presented by: Sárvári György (NeoSys)
Why should we be familiar with how the
brain operates? And why is it important? So
how does the brain work and what does this
have to do with company management and
and an HR worker's job?
Presented by: Malchiner Maximillian Péter
(YouAreMore!)
How has the leading role and influence,
rights and liability of the HR changed in the
operation of the company organization? In
what way has its everyday attitude towards
employees changed? (from hiring to leaving)
Strategist from "administration" colleague.
Presented by: Bánkuti Erzsébet
(Antenna Hungária)
11.50–12.05
Presentation
12.05–12.20
Presentation
12.25–12.40
Presentation
12.40–12.55
Presentation
13.00–13.15
Discussion
13.20–13.45
Discussion
13.50–14.05
Discussion
14.05–14.20
Presentation
14.25–14.40
Presentation
14.40–14.50
Presentation
14.55–15.20
Discussion
15.25–15.40
Presentation
15.40–15.50
Presentation
A Hall
The art of shocking
Presented by: Sas István
(advertisement psychologist)
Loyalty, club systems and CRM in the social
space. Why is it different to communicate with
extant follower and a stranger whom you are trying to attain. Relatinship of the EDM and the
social media.
Presented by: Szigetvári József (Szallas.hu)
Commerce and sales with the help of social
media.
Presented by: Koplányi Enikő
(Reckitt Benckiser),
Körmendy Zsolt (Shop.Builder)
Company branding and product selling in the
social media.
Presented by: Tóth Fruzsina (Nestlé)
Do we have everything if we have Facebook?
Operating an online newspaper – exclusively on
Facebook
Discussion: Nyáry Krisztián
Personal branding on social sites. Should we
have more numerous or more influential followers?
Discussion with Endrődi Balázs Poncius
Discussion partner: Kamasz Melinda (Figyelő)
I have become a star through Facebook.
Under discussion
Discussion partner: Kamasz Melinda (Figyelő)
Those wonderful Twitter ads!
Presented by: Timotej Gala
(Httpool–Official Sales Partner for
Twitter)
Social media playbook – make game rules for
ourselves regarding the social presence!
Measurements and numbers on social sites.
What can we measure and what can we read out
from the numbers on social sites?
Presented by: Vihari Balázs (Renault)
11.50–12.00
Presentation
12.00–12.20
Presentations
12.25–12.45
Presentation
12.50–13.05
Presentation
13.10–13.35
Practical
presentation
13.40–13.50
Presentation
13.55–14.10
Presentation
14.10–14.30
Dual
presentation
Content marketing and social sites.
The place of social media in an efficient communication startegy.
Presented by: Szentváry-Lukács Kata (Ízes élet)
The ideal videro channel Facebook or Youtube?
When and which one to choose?
Discussion between Bíró Pál (Google) and
Lévai Richárd
The discussion is moderated by:
Kalmár Tibor (MTVA)
Believers, followers, sharers. WOM and evangelism do not work without believers. But who
will become a believer? What is the recipe for a
good viral distribution.
Presented by: Somogyi Zoltán (Political Capital)
The power of links. How can you increase the
number of your shares? What kind of goals can
you achieve with them? What's the worth of this
whole thing? How frequently should you post?
What NOT to post EVER?
Presented by: Balogh Ákos Gergely (Mandiner)
14.35–14.50
Presentation
14.50–15.00
Presentation
15.05–15.15
Presentation
B Hall
Trial and error? How can wew test the marketing channels in the interest of increasing
cost efficiency.
Presented by: Mester Tamás (Adatlabor)
Performance campaign case study:
Presented by I.: Dunai Zsolt (CIB)
Presented by II.: Győri Alex (Intren) + client
Practical steps of merging digital ad
tools and providing technical background
for these.
Presented by: Tomasz Musial
(SmartAdserver)
12.20–13.05
Forum
13.05–13.50
Forum
Attribution models. What does concept
mean? How does it relate to the digital
advertising profession? The offline effect of
online ads, digital channel sharing, sharing
between screens.
Presented by: Ihász Ingrid (MeC)
Examination of attribution models in practice. (What was going on before last-click?)
Presented and facilitated by:
Nagy Barnabás (MT)
Is result really the only thing that counts?
On what timescale, with what risks and
costs? Thoughts on the programmatic world,
brand value, strategy and timing...
Presented by: Baráth Péter (Vodafone)
Programmatic meets performance.
Presented by: Darázs Attila
(Addict Interaktiv)
Operation of stock market engines and the
core of RTB. Commerce (which means the
optimization of advertising and paying in
terms of performance) is not the only thing the
stock market and stock market engines are
good for, they can also be used to influence
the business/market activities of the competitors. Could the RTB, which is very similar to
stock market systems, used in the same way?
Presented by: Forster Péter (Concorde)
Opposition presented by: Kerti Attila
(Maximize)
Stock market theory in practice
Presented by: Szávuly Krisztián (Microsoft)
The programmatic ecosystem. Who is on
who's side? How does the advertiser bid,
and how can the media owner sell?
Presented by: Balatoni Emese
(CentralMedia)
Different approaches and buying strategies in the programmatic world. What do
Private Deal, Open Auction, Programmatic
Direct, Automated Guaranteed and the rest
mean?
Presented by: Erős Attila (Fastbridge)
13.55–14.05
Presentation
14.10–14.55
Forum
15.00–16.05
Forum
discussion
C Hall
The probable trend of television incomes in 2015.
Participants: Csikesz Erika (TV2 csoport),
Lukács Csaba (ATMedia),
Vidus Gabriella (R-Time),
Hanák Tamás
(Népszabadság),
Novák Péter (IAB)
The income stimulating solutions of
digitalization. More and more television
channels, thus more segments for that advertisement pie to be divided into. How can
the additional possibilities presented by the
digitalization make good the income? What
kind of new possibilities and new cooperation form are possible between the content
providers and the content distributors?
(OTT, commerce, mobile, secondscreen)
Participants: Kéry Ferenc (MKSz),
RTL Klub repr.,
Koltai Péter (TV2),
Schneider Henrik (AH)
Managed by: Szűcs László
Why don't advertisers plan with the online costs?
Presented by: Szabó Edit (CiTi)
Online advertisement market: it grows
like it's shrinking. Advertiser, agency and
media/content considerations on the digital
market. How do online incomes change,
and what effect does this have on the market. So is the inline advertisement market
growing or shrinking at the moment?
Participants: Ablonczy Ákos (Infinety),
Novák Péter (IAB),
Mezei Márk (Quaestor),
Steff József
(Centralmedia Csoport),
Lengyel András
(Ringier/AxelSpringer)
Managed by: Máth András (Mediaworks)
Magazine publishing 2015. Trend of the
Hungarian publisher market.
Participants: Király Mária
(Ringier/AxelSpringer),
Mihók Attila (MediaWorks),
Varga Zoltán (CentralMedia),
Opponent: Incze Kinga
11.25–12.00
Forum
12.05–12.30
Presentation
12.30–12.55
Presentation
13.00–13.30
Presentation
13.20–14.00
Presentation
14.05–14.20
Presentation
14.25–14.40
Presentation
14.40–14.55
Presentation
15.00–15.15
Presentation
15.15–15.35
Presentation
15.35–15.50
Presentation
D Hall
Where is the place of HR workers? Ideal
place of HR roles in the hierarchy of a business.
Administrators, developers of the organizational
structure of the company, catalyzers of change?
Participants: Molnár Andrea (MeC),
Oláh Anikó Adrienn (Telekom),
Vörös Ágnes (Basf)
Managed by: Pohly Ferenc
The company as a network of networks.
Vertical, horizontal and tangential relationships.
Build-up of the new type of internal networks
and the role of network researching. Examination of affinity and exhibitions of human behavior. How are selecting and company structure
effected by the determination process of the
workforce indicators and by the tools used for it
(Questions & Answers, Meta-communication).
Presented by: Sági György (Gordio)
Appearance of emotional strings in our market decisions. The meaning and influence of
EQ
Presented by: Hámori Balázs (Corvinus)
EQ based talent management?
Presented by: Csermely Péter
Inspiration and motivation. Fondle them and
make the compete but first understand what
motivates them. Motivational tools for increasing
human performance – the leader's toolset
through the eyes of the conductor.
Presented by: Hollerung Gábor
(Budafoki Dohnányi Z.)
Are we standing faster? The concept of time
and the role of a knowledge based approach in
the market competition. Everything has its time
needs.
Presentation: Bánhidi Brigitta
You are never too old to learn – The enthusiastic recruit's and the burnt out colleaue's efficiency at solving tasks. What can we do for
them?
Presented by: Faragó Dániel
What kind of colleagues will be in greater
demand from now on? How is selection
done ny Google and Apple?
Presented by: Hajdu Zoltán (SmartStaff)
Difital tools in the operation of a company
and for solving HR tasks (not CRM).
Presented by: Nagypál Judit (Microsoft)
Workforce selection in the digital era
How does technology help and where are its
limits?
Presentation: Soós István (HR App)
Insourcing and outsourcing. The role of competence centers. What is worth outsourcing and
what is worth keeping in-house or even to be
insourced?
Presented by: Marton Krisztina
15.55–16.05
Presentation
16.10–16.20
Presentation
16.20–16.30
Presentation
16.35–16.50
Discussion
16.50–17.05
Presentation
17.10–17.20
Presentation
17.20–17.30
Presentation
17.35–17.45
Presentation
17.45–17.55
Presentation
18.00–18.10
Presentation
18.10–19.10
Presentations
+ opponent
A Hall
#hashtag craze. What are hashtags good for, in
which channels, what is it worth using for and for
what not? What did it mean in the past, what does
it mean today and what is the content behind it?
Presented by: Farkas Lívia (urban-eve.hu)
Each minute (!) 1000 Likes – the social media activity of X-factor – case study.
Presented by: Tőrös Balázs (Fastbridge)
The strategic tool: Using social media in PR.
Presented by: Hanyecz Imre (Double Decker)
Kittens and Coelho quotes – how you ruin
your social media presence. Typical mistakes
that we make during social communication and
suggestions for avoiding them.
Introduction:
Szabó Z. (Index.hu)
Discussion partner: Hanyecz Imre
(Double Decker)
Meta-communication: risk and opportunity.
People often doesn't know what messages they
send to others by meta-communication. In turn,
those who can use meta-communications purposely will multiply their efficiency.
Presented by: Szvetelszky Zsuzsanna
Active follower from a passive one. Online
support for increasing the offline activity. How
can we make our digital society active? (Not just
engagement rate increase on Facebook) How
to grab and lift out our most important relationships from the online space and create an
offline engagement.
Presented by: Horváth Katalin
(Vermis production)
15.15–15.35
Presentation
15.40–15.50
Presentation
15.50–16.10
Presentation
16.15–16.25
Presentation
16.25–16.40
Presentation
16.45–17.30
Presentations
17.20–17.35
Presentation
17.40–17.55
Presentation
Social presence vs influencing – and buying
capability. What is the real worth of a given society?
Presented by: Dén Mátyás András
(Opinion Leaders)
Telekom Insta City Guide – The social city
guide
Presented by: Reszegi László (Dentsu Aegis)
I have raised money for the projekt:
Presented by: Sáling Gergő (Direct36)
Role of social media in performance campaigns – for small and big.
Presented by: Bognár Vera (MediaCom)
New advertising tools on different social
sites? Will the popular social surfaces survive
the ad flood? Doesn't the many, and even creative and innovative, ads scare away the most
coveted target groups from the social sites?
Facebook: Szabó Ákos (ThinkDigital)
LinkedIn: Bánki Tamás (drlinkedin)
Twitter:
Berényi Konrád
(Onlinemarketing.hu)
YouTube: Hernádi Gábor (Star Networks)
Opponent: Farkas Donát Orbán (MediaCom)
17.55–18.05
Presentation
18.10–18.25
Presentation
18.30–18.45
Presentation
18.45–19.00
Presentation
B Hall
Progarammatic display ads.
Presented by: Mariusz Pawelczyk
(Sociomantic)
16.05–16.55
Forum
Why could programmatic ads prove to be
beneficial for the online media?
Presented by: Sopov István (Adaptive)
Practical programmatic – How did programmatic change media buying, and what does this
means for business?
Presented by: Piotr Marzec
(Google–DoubleClick)
What advantages do advertisers see in programmatic systems? (RealTime opt., transparency stb.)
Presented by: Kurucz Gábor (GroupM)
European practical experience about the programmatic
Presented by: Martin van der Meijl
(Netherlands)
Programmatic/RTB case studies
– e-commerce advertiser's RTB campaign
Nagygyörgy Miklós
– telko advertiser's RTB kampánya
Presented by: Semsei Balázs
(CADREON CEE)
The workaday operation of RTB.
Presented by: Bobály Mihály (JabJab)
Probable trends for this year on the programmatic market in Hungary and in East-Central
Europe. What is the probable "adaption way" in
our homeland? How can the quantity and quality of the inventory change, what kind of advertisers agencies can appeAr? What are the limiting
factors for market entry from a media/advertiser/agency point of view? Probable market size
and speed of increase.
Presented by: Németh Béla
(MAGNA/Mediabrands)
Data management with programming technology – Utilizing the full potential hidden in the
advertisers' data
Presented by: Jo Coombs (TURN)
Cross-Platform targeting
Presented by: Kovács Nándor (iProspect)
Programmatic ads in the TV? Can the programmatic technique be used outside the digital
world? (e.g advanced TV)
Presented by: Nink László (Initiative)
Traditional vs. programmatic media planning
Advantages, disadvantages – which is ideal and
when? How long can today's media planning
survive? Manual targeting against algorithm
based targeting?
Presented by: Szeder Péter (Fastbridge)
16.55–17.45
Forum
C Hall
Challenges on the radio and public area
advertisement market. Why will 2015 be
better?
Participants: Door Tamás (Juventus),
Hantosi Bálint (OOH),
Szilvay Balázs (HEROE),
Vámos Attila (MKRSZ),
Huszics György (DIMSz)
Moderated by: Incze Kinga (Mrs.White)
Tasks of associations (professional
advocacy potential, certification, education, news, market protection).
Participants: Aczél László (MAKSZ),
Dunai András (MTE),
Hinora Ferenc (MMSZ),
Novák Péter (IAB),
Ormós Zoltán (Szek.org),
Urbán Zsolt (MRSZ)
Moderated by: Halaska Gábor (Figyelő)
16.55–16.20
Presentation
16.20–16.35
Presentation
16.35–16.50
Presentation
16.50–17.10
Presentation
D Hall
Paelor game – What does HR use the
gamification for? (to bring together, to test,
as a problem solving and motivational tool
etc.)
Presentation: Vendler Balázs
(Games for Business)
Cast your watchful gaze upon the numbers! – Vantage points and indicators of
tthe correct operation of a company. What
to consider when placing measurement
ponts? Determining the results and evaluating the measured results.
Presented by: Kutasi Ágnes (Shell)
Preserving the equilibrium for the sake
of sustainability. Matching today's company management issues with the future strategy.
Presented by: Grósz Judit (Microsoft)
Changing direction without using
brakes. The role of agility in corporate
culture.
Presented by: Tesco repr.
Mobile Hungary and Search Engine Marketing day
A Hall
Everybody with everyone – the connected world
IoT, sensors, OTT world
9.00–9.15
Opening
9.20–9.25
Introduction
9.30–9.45
Presentation
9.45–10.00
Presentation
10.05–10.20
Presentation
10.20–10.35
Presentation
10.40–10.55
Presentation
10.55–11.10
Presentation
11.10–11.20
Presentation
11.25–11.40
Presentation
Internet of Things (IoT): hype or the beginning
of the future? Wonderful M2M. How long does
automation provide safety and when is human
experience indispensable? Who decides when
you need experience: man or a machine?
Presented by: Papp László (Gartner)
A nice new connected world. What are the
driving factors of the adoption of mobile IOT and
its market segments? Where is the reality of
these here at home and what could be the reasons to fail? The smartphone is the best IoT tool,
IoT is about mobility, but do we always need to
speak about SIM cards
Presented by: Dojcsák Dániel (IVSZ)
The vehemence of gadgets. How is machineto-machine communication driven by broadband? What size of broadband is required for
IoT applications? How do gadgets influence the
business of mobile services? For example, premium services with expensive phones.
Presented by: Beskid Vilmos (Ericsson)
Is Cloud computing at its end? Fog Computing coming: real-time data analysis with the
help of the Internet of Things.
Presented by: Tóth Levente (Cisco)
Mobile Internet of Things in healthcare.
Presented by: Miletics Pál
Connected cars: opportunities and risks.
Presented by: Strausz György
(General Motors)
Smart city dilemmas: data control, the role of
users, political society, publicity, the role of public space, the reform of the city.
Presented by: Szemerey Samu
(Design Terminál)
Sensor economy. Google's top power in this field
is stable, too. Who could be the challengers?
Presented by: Szentiványi Gábor (ULX)
I'm everywhere, it is me everywhere...
selfie stick, GoPro… But what is Apple preparing
with?
Presented by: Szabó Ákos (Adaptive)
Laissez faire and development dictatorship.
Establishing the philosophy of business, planning its strategy and selection criteria of suppliers, short and long-term consequences, to
establish our places and limitations. Take the
lead but do not believe at your first success that
you are infallible!
Presented by: Magyar Gábor (HTE)
B Hall
Wednesday, 4 March 2015
You can reach anyone on mobile
Mobile content and ads
9.00–9.15
Presentation
9.20–10.10
Presentation+
discussion
10.10–10.30
Discussion
10.35–10.45
Forum
10.50–11.00
Presentation
11.00–11.10
Presentation
11.15–11.30
Presentation
11.30–11.40
Presentation
11.45–12.05
Presentation
12.05–12.45
Presentations
12.50–13.00
Presentation
Is there life beyond (smart) mobile? Provides
experience, it is a personal device and the
means for bi-directional connection. Personal
messages, real-time contact, CRM...
Opening: Pintér Róbert (eNet)
Mobile market numbers, mobile consumption habits: who, when, what size of market
and what is used? What is the size of market
that the traders, advertisers, content producers
and service providers can build on?
Participants: Ambuszter Géza (Gemius),
Klenovszky János (NRC),
Pintér Róbert (eNet),
Polyák Balázs (Google)
Managed by: Kis Gergely (eNet)
Mobility Hungary. Hova jutott a mobilitás?
Résztvevők: Erdélyi Zsolt, Uj Péter
Mobile advertisement: everything is different from what you are used to. But why?
Presented by: Vértes János (Adverticum)
How to look at mobile advertisements?
Presented by: Lovas Tamás (MeC)
The place of mobile ads in campaigns. To
which parts of the sales chain and/or advertisement campaign can mobile ads be attached?
Mobile in attribution models.
Presented by: Bognár Vera (MediaCom)
The operation of mobile ads in campaigns.
Presented by: Erdélyi Laura (OLX)
Tindering my home. The user experience of
Tinder in other industries.
Presented by: Szántó Péter
The role of mobile in multi-channel client
environment. The client environment has
changed and the role of mobile was huge in this.
How to provide personalized experience for the
clients changing tools and channels? The presentation introduces 5 reasons why experts
should use mobile programmatic marketing in
their integrated cross-channel campaigns.
Presented by: Jan Heumüller (Dataxu)
Case studies - New mobile ad tools
1. – Brindza Gábor (Madhouse)
2. – Dalos Kovács Gabriella (T-Systems)
3. – Petényi Márk (mark.hu)
4. – Mérő Ádám (Mindshare)
Brand building on mobile. Application fields,
techniques, trade secrets.
Presented by: Finsztner Henriett (Tesco)
C Hall
It's worth to be loyal
The meeting of commerce and the digital world
9.00–9.15
Opening
9.20–9.35
Presentation
9.40–9.55
Presentation
9.55–10.10
Presentation
10.15–10.30
Presentation
10.30–10.45
Presentation
10.50–11.00
Presentation
11.05–11.20
Presentation
11.20–11.40
Presentation
11.40–11.50
Presentation
The new participants of the sales chain. The
adoption of the digital world and the growth of ecommerce brings a change of concepts in product sales. Performance based concept and conversion in social media and in the use of digital
advertisement tools.
Presented by: Csukás Zsuzsanna (Applause)
E-commerce as a lifestyle. Online commerce
has long been not just about webshops and webstores: many cannot imagine their lives without
daily shopping, cinema tickets, child cloth, accomodation reservations and car rentals on the web.
Presented by: Szigetvári József (CentralMedia)
Sensual decisions: good experience, good
shopping. Sales targets are people, who are
determined by not just cool rationality but feelings, too...
Presented by: Steigervald Krisztián
(Emocionális Market.)
Everybody is similar in a different way.
Generations' characteristics in purchasing
Presented by: Törőcsik Mária
Those whom business is an experience
with… Fun-making supporting purchases. How
do you measure experience?
Presented by: Pozvai Zsolt (Develor)
Sales channel from a media channel?
Spend on investment increasing well-measurable sales instead of advertisement costs.
Presented by: Kovács Péter és
Vadász Illés (Google)
How to make payment an experience!
Planning user experience, introducing multichannel marketing activity
Presented by: Benyó Péter (Otp Mobil)
Not too sexy a subject, however, you can
make a lot of money. How to monetize long tail
better? All owners of listing and e-commerce
sites know that most of conversions come from
long tail. The bigger a website, the more content
is has, the more difficult to handle manually the
changing bids and part of the conversions is lost.
What are the sizes and why is it worth thinking in
automations and how to do it?
Presented by: Dunder Krisztián (GrowwDigital)
Digital marketing – conversions – product
sales
Presented by: Juraj Sasko (Visibility – Szlovákia)
Webshop's performance based marketing
campaign brought a lot of new customers.
Presented by: Csingár Zoltán (Crimtan)
Facts do not cease to exist
because they are ignored.
(Aldous Huxley)
D Hall
Search engine marketing day
9.00–9.30
Presentation
9.35–10.00
Presentation
10.00–10.40
Presentation
10.40–11.05
Presentation
11.05–11.25
Presentation
11.25–11.45
Presentation
11.45–12.35
Presentation
How do we make money in a few years
time? How do search engines change in the
big world? Is it really "voice search" that is the
future of search engines? Let's look into the
glass ball!
Presented by: Jóföldi Endre (Precognox)
The interaction of channels. In a campaign,
the elements affect each other like the additives in a cake: if you leave anything out, it
becomes inedible. What does this mean in
reality? Let's see an example of what happens
if we believe that leads only come from one
location!
Presented by: Geiger Tamás
Google – 2015 innovations. Google is like
the sea: changes continuously. This innovation
is required to make increasingly innovative
campaigns, but it is a challenge, too: we need
to learn. What in 2015? We'll see!
Presented by: Pogány Ákos
(Google–Dublin)
Mobilizing PPC. Does our target group use
mobile? And we are not yet advertising to
them? We tell you how to reach them and
where!
Presented by: Bali László (Klikkmánia)
Adblockerek – bad for us, too? We are
prone to believe that blocking ads only affects
the display advertisement market. But is it really so? Where will this cause a problem to us in
the future?
Presented by: Kovács Kristóf
(Online Projects)
Retargeting: how not to do it!
When you're nabbed by your partner because
you use the same computer and an advertisement displays the Present that you bought for
the person... Is it familiar? This is a bad retargeting campaign. How to avoid this?
Presented by: Sütő Anna and
Erőss Csaba (iProspect)
Is the future owned by marketing engineers? Automated systems, analytics, interpreting measurements, planning campaigns
are today more than traditional marketing
tasks. You have to be an expert on statistic and
mathematics beyond devices themselves. Is
this the future? Will we need marketing engineers?
Participants: Kovács Kristóf,
Varga Zoltán (Klikkmánia),
Bobály Mihály (Jabjab)
Managed by: Berényi Konrád
11.40–11.55
Presentation
A Hall
How much space is there for new kings?
What effect do digital monopolies have on mobile
development and innovation? What could be the
best business strategies in the markets of
Google, Uber, Amazon, Ebay, Facebook etc?
What are the most important competition dilemmas?
Presented by: Ludányi Arnold (Colosseum)
Case studies
– domestic solutions working in practice –
12.00–12.20
2 presentations + opponent questions
Agricultural IT
– Smartvineyard – Árendás Csaba
– Drones in agriculture (too)
– Bustya Attila
12.45–13.10
Presentation
+ opponent
Healthcare, fitness
– G2Mglobal Advisory: Ficzere Andrea (Uzsoki),
Bálint Botond
12.25–12.40
Presentation
13.10–13.35
Presentation
13.40–13.55
Presentation
13.55–14.10
Presentations
14.10–14.25
2 presentations + opponent
14.25–14.35
Presentation
14.35–14.50
Presentation
14.55–15.10
Presentation
15.10–15.25
Presentation
15.30–16.00
Forum
M2M world
– Király István (Vodafone)
Transport
– Vemoco: Gombár György
– 30 km: Vöröss Levente
SmartCity: From Szolnok to Nyíregyháza
Presented by: Kulcsár Sándor (Magyar Telekom)
Hungarian startups from the market of mobile IOT:
1. Oroján Sándor (Liber8)
2. Lipecz Ádám (Codie)
Opponent: Turcsán Tamás
MobilSharing Economy presentations: Let's
turn it around? What business can we find, that we
could carry overt to our sharing mobile industry.
1. Bodo Péter (ROUTE4U accessible)
2. Patonai Szabolcs (TAxiFy)
What do you put your faith in?
Google Glass vs Facebook Oculus
Presented by: Under discussion
Data generation on the mobile
Presented by: Friss Tamás
Mobile data warehouse building.
Presented by: Pocsarovszky Károly (eNet)
Legal dilemmas from the world of mobile law.
Presented by: Dettrekői Zsuzsanna
Startegic building – from an idea to getting
rich. Can we know for certain where the mobile
market and the mobile world is going? What tools
and what applications does the market await?
How the development and market entry of an
application or business innovation should be
thought over? When is it worthwhile to involve a
resource? When do we have to solve it on our
own? And how to guard against copying.
Participants: Gerő Viktor (Conor Found),
Nyíri József,
Kádas Péter (Traction Tribe CEO),
Bojár Gábor (Graphisoft)
Managed by: Halaska Gábor (Figyelő)
13.00–13.30
Forum
13.30–14.10
Forum
14.10–14.25
Presentations
14.25–14.35
Presentation
14.40–15.00
Esettanulmányok
15.05–15.20
Presentation
15.25–15.35
Presentation
15.40–15.55
Presentation
16.00–16.15
Presentation
B Hall
Commercial services with content.
Could content provision, advertisement and
commerce be joined on mobile? If yes, what
to pay attention to?
Participants: Kis Ervin Egon,
Zalai Ágnes (Nosalty),
agency repr.
Managed by: Turcsán Tamás
Mobil Display 2015. Brand building and
brand strategy on mobile.
Participants: Ablonczy Ákos (Infinety),
Szávuly Krisztián (Microsoft),
Török Judit (MediaCom),
Rácz István (Vodafone)
Managed by: Halaska Gábor
Publishers on mobile: spare action or
strategy? What is the expected ROI?
Where does development pay off?
Central Media Group
Mediaworks
Ringier Axel Springer
Mobility and video. Why is it good for the advertiser and the content owner?
Presented by: Kalmár Tibor (MTVA)
Mobile OTT in practice. Case studies.
Who can make use of it: content owner,
advertiser, event organiser.
– Mobil mediation (ANGL)
– Pataki Tamás (Itt-OTT)
– Schneider Henrik (Antenna Hungária)
Managed by: Turcsán Tamás
The ABC of mobile advertisement creation. Goals, means and results. How to understand what the agency asks? How to know
what are the most important questions we
should ask.
Presented by: Józsa Ferenc (ExtremNet)
Mobile app development in everyday life.
What to develop for and what not to develop
for. Whether and how well do the costumers
know what they want, is an experience gained
during the mobile development project.
Presented by: Kiss Gergely (Attreco)
The relationship of responsiveness whit
the outside world. What is the app vs. responsive debate about?
Presented by: Kardos Gábor (444.hu)
Archaic new media: New platforms, channels, content transformation possibilities and
their monetization. Where is the money?
Presented by: Dén Mátyás András
(OpinionLeaders)
11.55–12.05
Presentation
12.10–12.25
Presentation
12.25–12.35
Presentation
12.40–12.55
Presentation
12.50–13.10
Presentation
13.10–13.25
Presentation
13.30–13.40
Presentation
13.40–13.55
Presentation
13.55–14.10
Presentation
14.15–14.30
Presentation
14.30–14.40
Presentation
14.40–14.55
Presentation
15.00–15.10
Presentation
15.10–15.20
Presentation
C Hall
Conscientious use of social media in sales.
Can it be used for direct trading or do we use it
differently? It is important to know at the beginning what our goals are.
Presented by: Under discussion
You can make much more money on Facebook than you might think. Facebook’s ad
system is by far not perfect. It is almost incapable of enabling you to run large e-commerce
campaigns based on ROI. This was recognized
years ago by a Czech company and they started developing a professional tool, which helps to
run ROI-targeted campaigns on Facebook.
Presented by: Adam Zbiejczuk (ROIhunter)
Automate social media in order to boost
trading.
Presented by: Damjanovich Nebojsa
Brand building and sales in the digital space.
Presented by: Béres Szilárd (MediaSales)
PR-Marketing-Sales
Presented by: Fülöp Zoltán
Why is it important that you are referred to?
The importance of evangelism and WOM.
Presented by: Szvetelszky Zsuszanna
Loyalty or addiction? – The games played forever. There are games that develop continuously
and you can never put them, down (e.g. Smurf
Village) Who begins to play with this can even
spend money within the application. But why are
we coming back? Do we get addicted or do we get
used to it? What does this app mean for the developers? What will make people use their application regularly?
Presented by: Fekete Zsombor (Levelup)
Loyalty in the digital space. New generation of
loyalty programs for webshops.
Presented by: Kecsmár Attila (Antavo)
Loyalty build-up and club system forming in
practice.
Presented by: Mége Tímea (Rewart)
12.35–12.50
Presentation
12.55–13.10
Presentation
13.15–13.45
Presentation
13.50–14.15
Presentation
14.15–14.40
Presentation
14.40–15.05
Presentation
It pays off to be loyal.
Presented by: Szabó Szergej (Pontolo.hu)
Loyalty program in practice
Presented by:
Nyakas Ildikó (Intersport)
Discussion partner: Pohly Ferenc
Tell me, what the worth of a loyal buyer is? Is
their transit between the online and offline loyalty?
Presented by: Szőcs András (Tesco)
15.05–15.55
Forum
Loyalty and its rationalization. What will be
the counterpart of Google Analytics in the online
commerce?
Presented by: Berényi Konrád (Pontolo.hu)
M-commerce: How does the mobile influence
the electronic commerce? In what market regions or with what goods/services can it prevail
the best? Recommender systems, online payment, ads etc.
Presented by: Sipos András
16.00–16.10
Presentation
D Hall
Advertisement tax and foreign service
providers.
We like it or not: advertisement tax must be
paid by media service providers. But what
happens when they don't pay? What happens if we use a foreign service provider?
How to pay taxes and what are the traps?
Presented by: Under discussion
Mobile-first=Mobile-SEO-first. We use
mobiles. This is not new, and searching
on mobile isn't either. In the cinema, on
the street, in the shops, everywhere. But
how to use this on our website? What to
pay attention to so that they find us on
mobile, too?
Presented by: Varga Zoltán (Klikkmánia)
Top SEO trends 2015. Always something
new: search engine optimization is a world
where change represents permanency.
What are this year's "important things"?
What to pay attention to in 2015?
Presented by: Asztalos Levente
(Klikkmánia)
Duplicated content – the reality. We
know we must not duplicate content. Or if
we do, we have to manage it. But how
real is this risk? When do you need to
deal with it?
Presented by: Andrási Gábor (iProspect)
Link building – so what's going on
exactly? For years link building was the
weapon of mass destruction of SEO.
Than Google slowly but steadily laid it off
– but where are we now? Are links still
important? If yes, how?
Presented by: Lukács Krisztián
What has content building yielded? As
the efficiency of link building was losing
its momentum, so was good content getting more and more important. Let's see
what this can yield in practice!
Presented by: Under invitation
Do It Yourself SEO – Is this possible?
Who could find it worthwhile; what requires
attention? At what point becomes professional help necessary? A discussion of advisors and those who are awaiting advices.
Participants: Varga Péter,
Petényi Márk,
Lukács Krisztián,
Némethné Laura
(Családinet)
Managed by: under invitation
How and what do youngsters search
for? Results of a new research.
Presented by: Bernschütz Mária
16.00–16.15
Presentation
16.15–16.40
Presentations
and
discussion
16.45–16.55
Presentation
17.00–18.00
Forum
A Hall
Online payment solutions: Does the world
leave "bystanders" behind? There are so many trends for strategy, so many decision points
that many people rather wait until it becomes
clear whether a given technology works or not.
However, in the meantime the really simple and
useable solutions take over. Here in Hungary the
online payment methods are complicated, disparate – and the users' distrustfulness does not
abate...
Presented by: Kovács Gábor (Explicio)
Mobile payment solutions: Who are good at
what? What does a given solution provide for
the users, what is its market advantage, what
makes it different from its competitors? Who can
leave out the telecommunication companies or
the bans?
Presented by: Konkoly Thege Szabolcs
(Buxa),
Kecskés Ákos (Barion)
Moderated by: Turcsán Tamás
Who's the king? The owner or the tenant? The
one who builds it or the one who builds over it?
Who is responsible for the service? Thoughts on
network neutrality and the alternatives (hitch-dwellers)
Presented by: Under discussion
Convergence 2.0 – future of mobile service
providing. In the last decade the convergence
of the IT, telecommunications and media sector
has run its course. With the evolution of the digital ecosystem thanks to the near complete landline and mobile internet coverage, almost every
provider can become a full-fledged provider
regarding households, businesses or public
offices. For how long can each participant integrate the value chain? Will power-companies,
water companies, mobile companies, cable companies, ISPs, banks, Insurance companies and
content providers compete for the users? Can
the device be a public service? The device manufacturers' intentions for increasing the influence
(influencing), and their probable result.
Participants: Kis Gergely (eNet),
Ludányi Arnold (Colosseum),
Mester Máté (Explico),
Sere Péter (PwC)
16.15–16.20
Presentation
16.20–16.50
Presentation
16.55–17.10
Presentation
B Hall
Measurement of the mobile world: tests,
data, monitoring, control and optimization
These functions, as in the traditional world of
business as well, are essential for successes
on the mobile market.
Presented by: under discussion
Serving and transparency of mobile ads
and the possibilities for control in case of
Google and "not Google" mobile ads.
1. Vértes János (Adverticum)
2. Vadász Illés (Google)
Opponent: Darázs Attila (Addict Interaktív)
Importance of testing. Goals, means and
startegies.
Presented by: Bányai Zsolt (apptalk.ninja)
17.10–17.25
Presentation
Apps for analysis/user testing of UX
Presented by: Bartha Gizella (TestBird)
17.45–18.00
Presentation
App tracking: Get to know your downloaders!
Google Analytics and other app tracking services also provide a measurement solution for
tracking the download sources of a given
mobile application. We are going to show how
app tracking works, through a case study.
Presented by: Kádi Gábor
(catmoonproductions.com)
17.30–17.45
Presentation
15.25–15.40
Presentation
15.40–15.55
Presentation
15.55–16.10
Presentation
16.15–16.30
Presentation
16.35–16.50
Presentation
Test results. Lean User Acquisition. That is,
how to acquire 140 thousand users?
Presented by: Nagy Dániel (Brickflow)
16.50–17.05
Presentation
17.05–17.20
Presentation
17.25–17.40
Presentation
17.40–17.55
Presentation
C Hall
From web commerece sites to mobile
commerce.
Presented by: Csontos Zoltán
(exNetPincér)
How can you increase the number of your
buyers with mobile help?
Presented by: Dobra Péter (OLX.hu)
M-commerce in practice.
Presented by: Menkó Nikolett (Tesco)
16.10–16.35
Presentation
16.35–17.05
Presentation
New price comparers – for mobile as well
Presented by: Petres Zoltán (Liligo)
Real profit from big data – case studies
Everyone was talking about big data in 2014.
2015 is the year when everyone wishes to
harvest the "big data" crops. We will present
four case studies where this have already
happened. Why measure? When to measure? How to measure? And how will this turn
into money?
Presented by: Mester Tamás (Adatlabor)
Data mining: Keep the good data, and
throw back the rest! What decides whether
a data is good or bad? Finding, collecting
and evaluating useable data. Data integration into sales. When and what kind of data,
with what goal, with what method and with
what cost is worth using to support the
sales.
Presented by: Vajda Éva (WEBMA)
Data forming training – What makes a
data attractive? Shape the date about your
company and yourself in a way that they will
produce profit for you as well, and not just
the one using them.
Presented by: Jóföldi Endre (Precognox)
Can we see into the future with the help
of the net?
The necessity of testing and its techniques.
Goal identification, strategy building, choosing the means. Go!
Presented by: Monda Eszter
Everything costs money, though the
amount is not irrelevant! We are doing
tests, building databases, deploy marketing
tools... But how can the pay-off, the ROI be
calculated?
Presented by: Barta Ákos (Intren)
17.05–17.25
Presentation
17.25–17.45
Presentation
D Hall
Is last-click dead? How to measure,
where are the results coming from?
What requires our attention? What traps
are there if we use superficial data?
More campaigns, more channels, who
brought the lead?
Presented by: Petényi Márk
When do numbers lie? Is math necessary for the right decisions? When the
last conversion is too expensive but you
don't see it because you're looking at the
average; when you forget about the correct attribution, and treat the individual
campaign elements separately... Let's
learn from the mistakes of others!
Presented by: Bobály Mihály (Jabjab)
The quality of leads. Lead, i.e. somebody who is already ours. But are they
really? Leads management with Analytics: How to measure the quality of the
leads after they have become leads on
the website.
Presented by: Under invitation
Measurement of offline traffic. What
we can achieve with the internet, the
technology, is not possible outside the
internet in many cases. Nevertheless,
traffic and visitor analytics are important
elsewhere as well, not just in webshops.
Fortunately there is a solution for this already, a factual example will be shown in
the presentation.
Presented by: Kürti Jerry