ICMA “What’s Next for Marketplaces?” Conference
MADRID, SPAIN 21-23 OCTOBER 2015

The conference will run for two-and-a-half days, from the optional Wednesday Boot Camp and Welcome Reception, to two full days packed with speakers, workshops and panels, intermingled with fantastic networking opportunities and an exciting social programme.

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Wednesday 21 October 13:00 – 17:00

09:00 – 12:00

Optional Activity
Why not explore the city by foot, bike or bus? Madrid City Tours offers a whole host of options if you want to see some of the many highlights that Madrid has to offer. For more information visit their website here or call +34-9112-31177 to book in advance which is highly recommended.

12:00 – 13:00

Conference & Boot Camp Registration Desk Open

13:00 – 17:00

Boot Camp: “Facebook – Enemy or Friend? How to cooperate Successfully with them”
Led by Gabriel Kamienny & André Hegge, Co-Founders of AdFenix, this optional 4 hour Boot Camp will cover data management on social media; including valuation models, hands on methods for monetisation and how to leverage existing seller relations in data monetisation and traffic generation. The aim of the Boot Camp is for participants to understand the possibilities and the risks entailed in using sensitive user data on social media and to get concrete tools for maximizing the possibilities and minimizing the risks.

Please see the full programme here.

17:00 – 18:00

Conference Registration Desk Open
Stop by, say hello and pick up your name tag at our registration table.

19:00 – 22:00

Welcome Reception – drinks and buffet in the La Manzana Restaurant at the Hotel Hesperia Madrid
All ICMA delegates are welcome to join us in the evening for drinks, canapés and networking in the La Manzana Restaurant at the Hotel Hesperia Madrid, for a warm welcome to the ICMA Madrid Conference. This is your chance to meet with everyone and start forming those all important connections and future relationships.

Thursday 22 October 08:45 – 17:00

08:00 – 08:30

Conference Registration Desk Open
Stop by, say hello and pick up your name tag at our registration table.

SESSION 1

08:45 – 09:00 Chairperson’s Welcome and Opening
Heinz Schwyter will be kicking off the conference for the first time as the new Chair on the ICMA Board of Directors. Heinz will be extending a warm ICMA welcome and introducing the planned conference schedule.

09:00 – 09:30 “Horizontals versus Verticals – Who Wins?”
In all markets, the online classifieds segment is highly competitive. The advertiser has significantly more choice than they did in the past. There are dedicated vertical sites (for cars, jobs and homes) as well as general classifieds sites (horizontal) that service all markets. Is this a winner take all market or is there room for both horizontal and vertical players. Simon Baker, Chairman at Mitula Group and former CEO/MD of the REA Group in Australia, will discuss what the likely outcome is by looking at what is happing in the highly competitive online real estate segment.

09:30 – 10:00 “Coches.com Story: An alternative approach”
Inaki Arrola, Managing Partner at coches.com will be sharing the unique way coaches.com approaches users and clients, offering you insight into an alternative.
They first launched online in 2003 with autodescuento.com, arguably as the leader for the new car classified business in Spain. In 2009 they launched coches.com and concesionarios.com which translates to means cars.com and dealers.com.

10:00 – 10:30 “Mobile:2015 – UI/UX Design Trends”
Onur Oral, Senior UX / Visual Designer at Monitise
Whether on an app screen, a web browser, or a wearable watch face, design is one of the most important drivers of consumer engagement. From flat design to Material design, what trends have evolved, and what are these trends? Why are they beneficial to the user? And how are they created? this session will explore all these questions and more.

10:30-11:00 Coffee Break

SESSION 2

11:00 – 11:30 “Conversion Optimization”
Talia Wolf, Founder and CEO of Conversioner is a conversion optimization expert, adviser & speaker. Talia will explore how businesses build and execute their conversion optimization strategies, using emotional targeting, consumer psychology and scientific data to generate more revenues, leads, engagement and sales.

11:30 – 12:00 “Changing Threats to Website Security”
Rami Essaid, CEO & Co-Founder of Distil Networks
Thieves and unauthorized aggregators use web scraping bots to steal marketplace listing data, repackage it for sale in the form of lead gen programs, or they place it on unauthorized sites – all of which hurt SEO, negatively impact your brand, and reduce your ability to monetize your content. Massive bot requests skew your analytics and can even take portions of your site down for extended periods of time. Fake registrations, spammy product listings, and comment spam pollute your site and backend systems. In this session, you will learn key strategies and techniques for defending your site.

12:00 – 12:30 “How to Remove Friction For Your User”
Peter Mezei, CEO of Slamby
Categorisation is a necessity, but one not always welcomed from users on classified ad sites. Most of the time users have to make it, but it is time consuming and sometimes a frustration for them. Mistakes are often made which creates a cost for the classified ad sites. We will show you alternatives which result in the users actually enjoying categorization, or better yet not even needing to know about it.

12:30 – 12:40 “Who are Mitula Group?”
Javier Ortiz, Business Development & commercial director at mitula
We hear from Javier, a global entrepreneur and project leader both for digital and traditional industries, about who mitula are and what they are doing in the classifieds space right now.

12:40 – 14:00 Lunch

14:00 – 14:30 “The Winner takes it All – Not Always”
Ulrich Gros, CFO of Immowelt
Market conditions in the internet business often follow a similar pattern: One company has a dominant position in the market and is apparently unchallenged. The competitors find it difficult to gain a hold in this market and to change its structure on their own. Sometimes it is disruptive influences from outside alone which change the market. The merger of Immowelt and Immonet is intended to break up and re-adjust the structure of the German online classifieds market.

14:30 – 15:00 “What’s Your Point? – How to Take on the Big Boys and Win”
Luke Taylor, CEO at The Marketplace Lab
With marketplaces now accounting for over half of the world’s ecommerce transactions, launching a marketplace no longer qualifies as a cutting-edge strategy. It’s now all about keeping up with the competition. What’s more, in eBay, Amazon, Google and others, there are some large incumbents who dominate the space, raising the question of why sellers and customers would be interested in trading on yet another marketplace. In this talk, Luke Taylor of Marketplace Lab argues that it is still possible to take on the ‘big boys’ by closely studying the needs of buyers and sellers, and by defining what will make you stand out in your market.

15:00-15:30 Coffee Break

SESSION 3

15:30 – 17:00 SHARING BEST PRACTICES
A unique ICMA opportunity to talk face to face with other marketplace businesses about how they approach Marketing, Sales and Development.

During the 1.5 hour session you will get the opportunity to sit down at 3 different tables and participate in a lively 30 minute session where you can ask questions of your peers and share your experience good and bad.

For Sharing Best Practice in Madrid we will cover the following topics:

  • Social Media marketing
  • Sales or Self-Serve
  • Development Approaches
  • User experience/user interface
  • Mobile
  • Security / Moderation / Curation
  • SEO / SEM
  • Revenue Models

Consistently rated as one of our top sessions – make sure you don’t miss out.

17:00 – 18:00 Members Meeting
The 2015/2016 Budget and an update on current ICMA projects will be discussed. We encourage you to be an active member!

20:15 – 00:00 Group Dinner
ICMA loves bringing their delegates to local venues so that they can sample the country’s culture and history. We are proud to announce that this event will be sponsored by Mitula. We have decided to keep the venue a surprise since its a unique and special location which we think is best left for you to discover on the evening. You will not be disappointed!

Friday 23 October 09:00 – 17:30

Session 1 – Workshops

09:00 – 12:30 Business Leaders Forum (ROOM: Chillida on First Floor) This session will be led by 3 expert speakers/facilitators. The first section “Evaluating the rivalry between horizontals and verticals” by Javier Etxebeste, Co-Founder of Daybat Ltd. The second section will be led by Borja de Muller & Gonzalo Mendiguren from Schibsted Spain.

09:00 – 12:30 Sales Managers Workshop (ROOM: Suara 1 on First Floor) “Action Oriented Sales Leadership” led by Seth Sherwood, Keynote Speaker, Author & Coach Dale Carnegie Performance Consultant
Developing and maintaining a trusting relationship is the first step in the sales process. Your sales team can create abundant opportunities when you focus on building your relationships. The reality is that true relationships foster loyalty, which in turn builds a sustainable pipeline, ultimately making it possible to meet and exceed goals and quotas.

This workshop will include how to apply the skills of, profitable prospecting, establishing credibility, and creating a sense of urgency. Your customers will want to buy from you and not feel they are being sold. At the end of the workshop you will be able to employ proven techniques to develop and maintain exceptional customer relationships and encourage repeat business. Trust + Credibility = Sales Success.

09:00 – 12:30 Business Operations Forum (ROOM: Suara 2 on First Floor)Led by Katja Riefler, Principal, Managing Director at AIM Group and Rob Paterson, CEO of Pantera Digital
Disrupted or Disruptor?
Classifieds have changed dramatically in a very short time. Of course there are still listings – text, pictures, contact details… But distribution has changed, mobile is the device of choice for users and data technology add a dimension of possible services that was unforeseeable only a few years ago. Our session will focus on trends in classifieds and user behaviour; we’ll discuss what makes us so blind for disruption and what steps will help us to create and maintain a sustainable classified business. We’ll also take a look at how we can disrupt our own businesses.

(10:30 – 11:00 Coffee Break)

12:30 – 14:00 Lunch

Session 2

14:00 – 14:30 Keynote Speaker: “The Sharing Economy: the rise of ‘new’ marketplaces”
Pieter van de Glind, Co-Founder at shareNL will guide you through a world full of new market places far beyond Uber and Airbnb. He will demonstrate how surprising start-ups all across the economy are able to compete with large multinationals and how these marketplaces, often associated with the ‘sharing economy,’ facilitate a change in consumer behaviour. He will welcome you to a dynamic playing field full of innovation where eager entrepreneurs, front running businesses and confused governments are co-creating a world where consumption is redefined.

14:30 – 15:00 “What Marketplaces Should Be Tracking”
Nikki Rae, Director of Analytics & Insight at Future Insight Analytics Ltd.
Using Google Analytics, what can and should marketplaces be tracking? This is an exploration of the latest additions to Google Analytics that allow us to track users across devices, that allow us to upload data to Google Analytics and allow us to view various flows of behaviour across site content. Furthermore, what tracking should be in place to segment users into audiences? How can we use custom metrics and dimensions to our advantage? And do we have our Ecommerce tracking setup for optimal measurement?

This will be a full-packed session of best of class tracking practices for marketplaces using Google Analytics.

15:00 – 15:30 “Disruption of Classifieds by Mobile/Social Platforms”
Doron Nir, Co-founder and CEO at HappySale will be leading a thought provoking investigation into the disruption of classifieds by mobile/social platforms.

15:30 – 16:00 Coffee Break

16:00 – 16:45 “What’s Next for Classifieds?”
Katja Riefler, Principal, Managing Director at AIM Group will lead a fireside chat with Juan Urdiales, Co-Founder & Co-CEO at jobandtalent. Marketplaces are evolving from “listings with old style search engines” to “content-matching transactional marketplaces”. A clever usage of big data and machine learning technology in Mobile First platforms will bring much more liquidity and engagement to marketplaces by showing in real time a much more personalised content to the users. Juan Urdiales will talk about his experience with jobandtalent, and how big data technology is changing the way job marketplaces work.

16:45 – 17:00 Chairperson’s Official Conference Close
Heinz Schwyter will be giving the conference an official close for the first time.

20:30 – 01:00 Friday Night Out
The Friday Night Out conference closing party will be held at Madrid’s exclusive Fortuny Restaurant & Club. Fortuny remains the Spanish capital’s preferred hybrid hangout, located in an elegant neo-classical mansion with three stories for drinking, dining and dancing. This event will allow you to network in a relaxed atmosphere while celebrating with new friends and contacts, drinking cocktails, eating local food and dancing to great music! Tickets costs an additional 115 EUR per person so please don’t forget to select this when registering.

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