eTail Europe 2020

23 - 24 June, 2020

Queen Elizabeth II Conference Centre, London

AO.com Logo

Sophie Parfitt


Head of Media & Content
AO.com

Check out the incredible speaker line-up to see who will be joining Sophie.

Download The Latest Agenda

Day One: Actionable Success Strategies For Omni-Channel & Digital

Tuesday, June 23rd, 2020


2:20 PM Case Study Remix: Content That Converts: Building A Content Strategy To Deliver New Customers

This will be an informative session about how AO transformed content into a customer acquisition platform, using data and customer insight to drive the agenda. 

  • Defining content relevant to your business objectives
  • Using data to stay ahead of your competitors
  • Understanding the most effective platforms to reach your customers
  • Measuring success beyond short term ROI

Day Two: Digital Innovations That Drive Growth

Wednesday, June 24th, 2020


3:05 PM Lightning Round Panel Discussion: Defining The Digital Advertising Mix Of the Future: Getting Found By Your Customers

Understanding how your channels are working together is critical to figuring out the optimal digital advertising mix. Our panelists delve into digital advertising best practices, focusing on customer acquisition.

  • Measuring the success of your online media mix
  • Ensuring the success of channels outside of PPC (especially as those costs are increasing) 
  • Identifying how to allocate digital marketing dollars effectively 
  • Rethinking the use of traditional and newer online media to grow the top of your funnel 
  • Re-establishing new KPIs 
  • Applying different platforms as customers move through the funnel (from discovery/research, to consideration, then purchase) as media costs are rising