ICMA “Marketplace Innovations” Conference
Cologne, Germany 17-20 April 2013


The “Marketplace Innovations” conference will run for a full 3-and-a-half days, from the Wednesday Welcome Reception and Dinner, through three full days of sessions, networking and an excellent social programme.

IMPORTANT:  We have changed the programming for Cologne. The Business Leaders Forum, Business Operations Forum and Sales Managers Workshop will all take place on Thursday 18 April and the Sharing Best Practice Sessions will take place on Saturday 20 April.

Registration is now open for Early Birds (EUR 599 for members or EUR 899 for non-members) until Friday 1 March 2013 when the Standard rate (EUR 749/EUR 999) will apply.


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Wednesday 17 April

14.00 – 17.00
Cologne Group Activity
17.00 – 19.30
19.30 – 22.00
Welcome Reception and Dinner with a Twist!

Thursday 18 April  9.00 – 17.30

9.00 – 9.10 Chairperson’s Welcome and Opening
9.10 – 10.00 Thursday Keynote

We have invited one of our longtime members to kick off Thursday, discussing some of the most innovative classifieds currently in the marketplace and tips on how you can continue to innovate your classified site(s).

Speakers: Gerald Coniel, CEO, Junk Mail Publishing Group, South Africa

Felix Erken, Managing Director, Junk Mail Publishing Group, South Africa

10.30 – 15.30 Business Leaders’ Forum

After many years of “saving the best for last” we have decided to switch it up to reeve up those thought-provoking conversations flowing from the get-go! The Cologne Business Leaders’ Forum will be chaired by a solid number of top ICMA member publishers sharing valuable case studies ensuring strong discussion topics covering marketplace innovations in mobile, tablets, social media and essentially all things digital! This session is designed specifically for senior executives to come together in an intimate closed meeting in order to share their opinions and ideas with their peers worldwide.

Chair: Felix Erken, Managing Director, Junk Mail Publishing Group, South Africa

Presenters: Riikka Kouhi, Director of Classifieds, Sanoma, Finland
Joachim Vranken, CEO, Kalaydo, Germany

10.30 – 15.30 Sales Managers Workshop

The Cologne SMW will discuss sales optimization, leading a sales force, different business models and much more! The focus being idea sharing cross continents to ensure the Sales Managers come home with many new ideas to be implemented upon return to the office. Not to be missed!

Co-Chairs: Peter Lamb, President, Lamb Consulting, USA
Matthias Olten, Division Manager Jobmarket / Member Management Team, Kalaydo, Germany

10.30 – 15.30 Business Operations Forum

The Cologne “BOF” attendees will learn how to run operations more efficiently through different methodologies – Social Media,  Agile and Scrum just to name a few! The BOF is an excellent opportunity for middle management to have one session dedicated to their specialty while also participating and learning more about the other departmental needs, allowing for smoother operations overall and some excellent ideas on how to work as an even more solid team.

Co-Chairs: Aitor Elorriaga, Consultant, Innopole, Spain
Pardeep Maheshwaree, Senior Consultant, Vaibmu, Finland

12.30 – 13.30 Lunch
16.00 – 17.30 Key Thursday Learnings

This last session will bring the Business Leaders Forum, Business Operations Forum and Sales Managers Workshop attendees together where the key take-aways from each session will be shared. A solid round up that is not to be missed!

19.00 – 22.00 Brauhaus Group Dinner

Friday 19 April 9.00 – 17.30

8.30 – 9.00 ICMA Member Meeting

The 2012 Audit and an update on current ICMA projects will be discussed. We encourage you to be an active member!

9.00 – 9.10 Welcome by ICMA Chairperson and Thursday Highlights
9.10 – 10.00 Keynote: Five Ways Your Customers Will Find You This Year and Beyond

We will be welcoming back Anne Kennedy for the Friday Keynote to highlight marketing innovation opportunities for classifieds.  Have you been wondering how cross platform, second screen and mobile can affect your reach?   How about making things more visual? Anne will also highlight the trends among search engines toward favoring semantic mark up and Schema over traditional SEO as well as the International differences in customer behavior.

Speaker: Anne F. Kennedy, SES Advisory Board; International Search Strategist, Author, Beyond Ink, USA

10.00 – 10.30 Using the cloud for classified media: How Amazon Web Services can be used

The classified media business uses more and more IT resources. But does this mean that you have to rent a data center and stack up hardware? Probably not. An elastic cloud mddl, where you only pay for what you use and where you can increase and decrease available IT resources at any time are the way to go. In this talk, we show you how to efficiently store files and media content for fast access, how to use elasticity for campaigns, how big data can help you to focus your ads and how you can even use human work as a scalable on-demand resource with Amazon Web Services.

Speaker: Steffen Krause, Technical Evangelist, Amazon Web Services, Germany

11.00 – 12:00 Mobile Panel

Wondering why mobile is important to your business? Do you have a mobile strategy in place?  Looking to learn the best and worst practices in mobile?  Learn from the experts, fellow publishers and the generation that knows nothing other than mobile!

Moderator: Marja-Leena Tuomola, President, Sanoma Digital / Sanoma News Ltd, Finland
Panelists: Martha de la Torre, CEO, El Clasificado, USA
Rob Paterson, CEO, Erento GmBH, Germany

Armin Strbac, Co-Founder, Shpock App, Austria
Ed Moore, Partner, Ocasta Labs, UK

12.00 – 12.45 Shaping Your Future Workshops

An opportunity to learn from the experts and fellow publishers on how to best shape the future of your business.  You will have the opportunity to attend 2 of the 10 workshops offered – the key is to divide and conquer to maximize this unique session!

Speakers:  Artirix, UK;  Besedo, Sweden;  Fiare Oy, Finland; Hakema, Finland; ISV, Germany; Madgex, UK; Moboom, UK; SensiSoft, Poland; SiteBlackBox, Israel;

12.45 – 13.45 Lunch

We will be offering 5 workshops which will run for 60 minutes each, and will be repeated three times. These interactive sessions allow 20 – 25 participants to work closely with an expert facilitator to guide their discussions and answer questions as they share experiences and ideas.

Workshop Session 1 – 13.45 – 14.45

Workshop Session 2 – 14.50 – 15.50

Workshop Session 3 – 16.30 – 17.30

* WORKSHOP 1 – The Mobile Ecosytem – is everything for free?

As smartphone usage is increasing rapidly and starting to replace online, appropriate mobile solutions and business models are essential.  What does the mobile ecosystem look like?  Have mobile business models been established? Do they differ between operating systems? Is the answer be a fun, simple app that’s social, and that offers in-app purchases?

Facilitator:Armin Strbac, Co-Founder, Shpock App, Austria

* WORKSHOP 2 – That’s ‘Advertainment!’

How ICMA Member IPC Media’s Classified team are embracing Blippar’s bleeding edge mobile image-recognition/augmented reality platform to deliver magical classified advertising reader experiences that have the WOW Factor!

Facilitators: David Black, Business Development Manager, Blippar, UK 
Amy Bowler, Head of Sales, IPC Media, UK

* WORKSHOP 3 – Best Practices in Managing Big Data

Are you interested in how  to streamline your CRM ?  Curious in how to manage your big data better?  This hands on workshop with provide you with the best practices and much more

Facilitator: Gerhard Koehle, Russmedia Tech, Austria

* WORKSHOP 4 –User Life Cycle Innovations

How do you take first time website visitors and move them through the user life cycle — from newbie to engaged user to website ambassador. The quality vs. quantity of traffic coming through will also be a point of discussion.

Facilitator: Randy Greencorn, Co-founder, ChatterBlock, Canada

* WORKSHOP 5 – Analytics

This session will discuss hot topics of Analytical possibilities like TV Tracking and Live Analytics with an eye on site business goals and multiple tasks to improve your website and the Return on Marketing Investment.

Facilitator: Ralf Haberich, Chief Commercial Officer (CCO), Webtrekk, Germany

Evening: Free night

Saturday 20 April  9.00 – 16.30

9.00 – 9.30 Market Innovation

We will hear from one of our members  who attracts 1,2 million unique users, handles 6,5 million vehicle searches and delivers 48 million pages for view on how they are testing and implementing loads of new technology in the marketplace.

Speaker: Odin Termohlen, Senior Manager Online & New Media,  Sanoma Media Automotive, The Netherlands

9.30 – 10.30 Future of Classifieds Panel

How are classifieds moving forward into 2013…with Collaborative Consumption being one of the newest buzzwords. What are the new Innovations on the forefront? Is it time to abandon the idea of “Traditional Classifieds” and start fresh with mobile? This session will give you the chance to ask the experts what the future of classifieds look like and any other questions you may have.

Moderator: Anne F. Kennedy, SES Advisory Board; International Search Strategist, Author, Beyond Ink, USA

Panelists:Dr. Marco Barth, Head of Business Development, Immobilien Scout GmbH, Germany
Randy Greencorn, Co-founder, ChatterBlock, Canada
Pierre-Francois Marteau, VP, Schibsted Classified Media, Germany
Rob Paterson, CEO, Erento GmBH, Germany

11.00 – 11.30 Growth beyond classifieds

Over the last 15 years, online classifieds marketplaces have proven successful in digitalizing offline business models, bringing together advertisers and seekers of real estate, cars and many others products and services.Taking growth to the next level now requires online classifieds marketplaces to re-think themselves, to take digitalization beyond their core products in their domestic markets, and to develop new solutions to grow along the value chain and service all needs of their users. Building on lessons-learnt from ImmobilienScout24’s track record in successfully growing businesses “all around real estate” such as mortgage, valuation or relocation services, this session will share insights into ImmobilienScout24’s approach and vision for growth.

Speaker: Dr. Marco Barth, Head of Business Development, Immobilien Scout GmbH, Germany

11.30 – 12.30 Classifieds Innovation Award Presentations

We welcome the top contenders for the 2013 ICMA Classified Innovation Award to share their respective innovation. The winners will be awarded during the Saturday evening Innovation Awards Gala Party.

Speakers:   Ajay Garg, Co-Founder & CEO, Hakema, Finland
Gianfranco Gaio, Product Manager, Homegate, Switzerland
Lucian Luncan, Head of online classifieds, Inform Media, Hungary
Felix Erken, Managing Director, Junk Mail Publishing, South Africa
Javor Milev, Director “Marketplace & Cars,” Kalaydo, Germany
Krista Korelin-Sjöblom, Director, Marketing & Consumer Sales, Sanoma, Finland
Mikko Hirvonen, Product Manager Oikotie Real Estate, Finland

SESSIONS 3&4 – 13.30 – 15.00 & 15.30 – 16.30
(separate sessions for Business Leaders, Sales Managers and Technology Managers)
The aim is to ‘get behind’ the numbers and really understand what business decisions and strategies can impact these key markers. Participants will be asked to submit in advance some easily-established business metrics relating to the principal areas of their online business. These will be shared with the session attendees, and then discussed in small groups, so that participants can quiz the top performers on how they have achieved their results, and in turn share their best practices with the group.This will take place in two sessions (90 minutes and 60 minutes respectively), an informal and relaxed forum alongside a parallel sales and technology managers track. A fantastic opportunity to ask all the questions you’ve always wanted to!Participation in this session is included in the registration fee, please indicate when registering that you wish to participate so that Head Office can send you the short questionnaire to complete.
19.30 – 00.30 Innovation Awards Gala Party hosted by Kalaydo

Kalaydo has secured a unique venue for the unveiling of the 2013 ICMA Classified Innovation Awards. This is an excellent opportunity to continue to network as well as enjoy a full evening out including welcome cocktails, three-course seated dinner, awards, dj, dance and open bar!