Welcome note

Reimagining engagement with Microsoft Advertising

Copilot & AI in Microsoft Advertising – How new technologies support marketers in automating, optimizing, and personalizing ad campaigns.
Modern Approach to Customer Journey – How Microsoft Advertising helps brands understand the buying path and engage customers more effectively.
Integration with the Microsoft Ecosystem – Leveraging Bing, LinkedIn, and Copilot for comprehensive ad strategies and higher conversions. [PL]

The Power of Performance Max Campaigns

Expand Your Reach – Tap into new audiences across multiple channels with AI-driven targeting.
Boost Conversions & Maximize Performance – Optimize your campaigns with data-driven automation to improve conversion rates while maintaining a strong CPA and ROAS.
Go Full-On with MSAN, PMAX & Shopping – Leverage Microsoft’s powerful ad solutions, including Performance Max, Shopping, and MSAN, to create a comprehensive, high-impact strategy that drives results.

Microsoft Ecosystem: Tips and tricks - stop the budget drain

Avoid the most common pitfalls that lead to wasted budgets, low engagement, and underperforming ads. Learn from real-world mistakes to set your campaigns up for success from the start.
In this session, you will learn:
– how not to launch a Microsoft Advertising campaign
– essential tips to save your media budget
– best practices for optimizing this channel

Coffee break – networking

AI in Digital Marketing: Practical Applications of GenAI in Projects

GenAI in Digital Marketing through the eyes of IT engineers, or 10 examples of generative artificial intelligence applications in 15 minutes.

Breaking into Europe: How KG Media & Netflix Helped Podravka conquer the German market

Discover how KG Media, a leading Croatian agency, leveraged the power of Netflix advertising to drive brand success for Podravka as they entered the competitive German market. As the first agency in the CEE region to execute a Netflix campaign, KG Media set a new benchmark for innovation and strategic expansion.
– campaign’s approach
-key challenges
– measurable impact, offering valuable insights for brands looking to expand into new European markets.

Fireside chat: client, tech and legal perspecitve on AI

Artificial Intelligence Under the Microscope: Law, Technology, Marketing – Avoid the Pitfalls!

Is artificial intelligence an opportunity or a threat? What legal regulations will affect the development of AI? Is technology ready for the challenges, and marketing for ethical dilemmas? Join our panel discussion and avoid the pitfalls associated with this rapidly evolving field.

During the discussion, we will cover:

• The most common mistakes and misunderstandings related to the implementation of AI in various industries.
• Key legal, technological, and marketing issues you need to know.
• Practical tips on how to effectively use the potential of AI and avoid potential problems.

Unlocking the Power of Microsoft Ads for Lead Generation

Join us for a compelling success story showcasing how Microsoft Ads became a game-changer for one of our key lead-generation clients, Shoptet.cz. In this 15-minute session, I will walk you through the strategic approach, key takeaways, and measurable results that drove exceptional performance.

FullAdvantage Apollo 11 key takeaways

Context of space exploration.
Complexity of the mission to the Moon.
Lessons from Apollo 11’s success.

Lunch – networking

Workshop Room 1: Legal aspects of AI

Artificial intelligence (AI) is developing at a rapid pace, revolutionizing many aspects of our lives. With its development, new legal and ethical challenges arise. This workshop aims to discuss key issues related to law and AI, such as liability for AI actions, personal data protection, algorithmic discrimination, and regulations regarding artificial intelligence.

Workshop Room 2: An Investment in the Future of Your Company

This breakout room is for you if

• You want to learn how AI can help your company succeed.
• You are looking for inspiration and practical tips on implementing AI.
• You have questions about AI and want to talk to experts.

We will focus on the business benefits that AI can bring to your company, including increasing efficiency, reducing costs, improving the quality of products and services, and generating new revenue streams. Experts will answer your questions about implementing AI, challenges, and measuring success, taking into account the specifics of e-commerce.

Workshop Room 3: Media Mix Modeling (MMM)

Want to better understand which marketing activities really impact your company’s performance? Media Mix Modeling (MMM) is a method that allows you to analyze the effectiveness of various marketing channels and make better budget decisions.

This workshop is for you if:

> You want to learn the basics of media mix modeling (MMM) and learn how to use them in practice.
> Are you looking for ways to optimize your marketing budget and increase your return on investment?
> Do you want to learn how to more effectively measure the effectiveness of marketing campaigns based on multiple channels.

During the workshop:

> You will learn what media mix modeling is and what its advantages are.
> You will learn the key steps in the process of creating an MMM model.
> We will show you the key steps in building the model.
> We will discuss the types of data that will be necessary to run it.

Workshop Room 4: Analytics

Join me for a hands-on workshop on GA4, GA 360, and web analytics. This isn’t just another presentation—it’s a live consultation where I’ll answer your questions, help you solve specific challenges, and share insights on how to leverage analytics effectively in your business. Whether you’re looking to better understand GA4 or wondering if the 360 version is right for you, this is the perfect opportunity to get clarity. 

Workshop Room 5: Marketing Automation

Are you involved in Marketing Automation or are you responsible for selecting and implementing a tool in your company? Join our workshop, during which we will exchange experiences and find solutions to the challenges we encounter.
We do not impose a rigid agenda – participants decide which topics are most important to them. Take part in the discussion, get to know the perspectives of other experts and gain valuable tips that will help you develop marketing automation in your company more effectively.