29.3.2017 - 31.3.2017


13:15 - 13:50 Registration at Google’s Office, 1-13 St Giles High Street, London WC2H 8AG

You must be pre-registered & confirmed to attend this event. The event is currently full.

13:50 - 14:00 Welcome & Introduction by Kimberli J. Lewis

Kimberli will welcome delegates to LOCALCOMM 2017, while also thanking Google for its continued generous support of the event. Kimberli will also provide an outline overview of the three days, the agenda and locations for each daytime and evening session.

14:00 - 15:00 Perspectives from the Top and Out of the Box-CEO Presentations & Panel

The CEO Panel is SIINDA's showcase panel. Listen to industry leaders as they explain key developments inside their companies and how they are transforming their organizations while also introducing increasing numbers of SMEs into the digital economy.

  • Örjan Frid, CEO Eniro Group
  • John Goddard, General Manager, Herold Business Data, Austria
  • Sigridur Margret Oddsdottir, CEO Ja, Iceland
  • Ilan Zachi, CEO Zap Group, Israel
15:00 - 15:30 Outbound Sales the Inbound Way

Selling digital solutions to local businesses is difficult. One of the largest media companies in Australia and New Zealand, Fairfax has been informing and connecting people since 1841—more than 180 years. “The challenge that we have is transforming from a traditional media organization to a forward thinking multimedia company. Our group of 400-450 salespeople are awesome at selling newspapers. They’re not so good at identifying digital opportunities,” said Joel Brewer, Channel Manager at Fairfax. George Leith, VP of Sales at Vendasta, worked in-market with Fairfax to help them reach revenue goals more than 300% above projections with innovative sales transformation. Find out how to position yourself as the expert, grow your digital customer base, optimize your sales funnel so you don’t waste time on cold leads, and don’t miss a hot lead opportunity, and then find ways to continue to provide value after the initial sale, increasing basket size and achieving huge growth.

  • George Leith, VP of Sales Vendasta
15:30 - 15:50 Digital Transformation Inside a Traditional Media Company
  • Jeff Moriarty, ‪Chief Digital & Product Officer, Johnston Press UK
  • Read more » Jeff Moriarty, Chief Digital & Product Officer, Johnston Press UK
15:50 - 16:15 The Trusted Executive – Nine Leadership Habits that Inspire Results, Relationships & Reputation

This speaker session will help participants deliver outstanding results, create inspiring relationships and provide a positive contribution to society through the power of trustworthy leadership. Its thought-provoking and practical approach challenges leaders to develop transformational trust-building skills to create a positive long-term legacy.

Through innovative coaching exercises, personal anecdotes, inspirational interviews with international CEOs, and well-researched business models, this session uses material from the acclaimed book, ’The Trusted Executive’ to give leaders the tools they need to create a strategy for building trust in themselves and in their companies.

John will present a proven three-pillared approach to trustworthy leadership, based on ability, integrity and benevolence. These pillars are underpinned by nine key habits of trustworthiness that, when consistently put into action, will revolutionize your leadership style.

In this interactive session you will have the opportunity to understand the theory of ’The Trusted Executive’, hear the real-life examples of how leaders successfully apply this approach and practice the tools & techniques on yourself and with your colleagues. You will leave the session inspired and equipped to immediately apply and practise new leadership habits.

  • John Blakey, CEO & Elite Sports Coach, Speaker, Author, Board Chair
  • Read more » John Blakey, CEO & Elite Sports Coach, Speaker, Author, Board Chair
16:15 - 16:30 Stretch Break
16:30 - 17:15 Keynote: An Entrepreneurial Perspective on Finding Things in a Digital World

New digital search and social media channels enable businesses of all sizes to reach global audiences, and yet so many businesses still have no digital presence. Simon offers a perspective on this, together with the common obstacles that many SMEs face as they try to scale up. Simon will share some the repeat behaviors of successful entrepreneurs and how they succeed in getting their business found.

  • Simon Devonshire OBE, Entrepreneur in Residence, UK Government
  • Read more » Simon Devonshire OBE, Entrepreneur in Residence, UK Government
17:15 - 17:30 The Consumer wants to see Reviews!

A fireside chat with Karsten Marquardsen, Heise Media Service and Rachel Martin, Director of International Partnerships, Yext. As companies transition their product offers and business models, it is important to keep the end consumer in view and today most of them want to see reviews and ratings. Karsten and Rachel talk about why this is important and how you can fit this into your product offer.

  • Rachel Martin, Sr. Director of International Partnerships, Yext
  • Karsten Marquardsen, CEO, Heise Media Service
  • Read more » Karsten Marquardsen, CEO, Heise Media Service GmbH & Co. KG
  • Read more » Rachel Martin, Sr. Director of International Partnerships, Yext
17:30 - 18:15 Google Keynote
  • Sanaz Ameri, Strategic Partner Manager, Google
  • Read more » Sanaz Ameri, Strategic Partner Manager, Google
18:15 - 18:30 Announcement of SIINDA Sales Workshop
18:30 - 20:30 Google Reception


7:00 - 9:00 Registration open at the Hilton Bankside Hotel, 2-8 Great Suffolk Street, London SE1 0UG
9:00 - 9:10 Intro to Day Two – Kimberli J. Lewis

Today will focus on the Latest Trends and Developments in the Local Commerce Ecosystem, including:

  • The Next Generation of Services
  • The Sharing Future
  • The Latest from Facebook
  • Perspectives from a Global Futurist
  • Data Regulation updates
  • The Disappearance of Cash
  • Movers & Shakers
  • Showcasing some of London’s Hottest Digital Start-ups
9:10 - 9:40 Hyperlocal Targeting through Social Media

GotU will present the latest innovations in Facebook advertising and demonstrate how marketing partners and business directories can and have launched effective Facebook advertising at scale with success.

  • Amedeo Guffanti, CEO & Founder, GotU
9:40 - 10:30 Keynote: An Insight into the Digital Future

What will be the Challenges and Opportunities for SMEs? 

A deeply thought-provoking and entertaining perspective on the new and emerging technologies shaping our planet and their implications on the ways we do business. Rohit will share many of the insights and experiences from his extensive travels around the globe, where he is often afforded privileged access to the very latest advances in all aspects of technology development, much of which can only be described as “yet to be seen”. This enables him to provide his audiences with an eye-opening – and often mind-expanding – peep into the future.

  • Rohit Talwar, CEO, Fast Future
10:30 - 11:00 Movers & Shakers: The Emerging SMB Operating System

Integrated services and mission-critical tools delivered over the internet are the essence of the emerging “small business operating system.” A number of companies today are building out these capabilities. Traditional media and other marketing services providers must now do more than offer basic exposure and traffic buying from Google or Facebook. If they do not, they will face increasing competitive pressure as others invade their markets with a more compelling bundle that includes marketing but touches the core operation. 

  • Neal Polachek, Independent Industry Advisor & Observer
  • Costantino Caroppo, CMO, axélero
  • Ziv Koren, CMO, Camilyo
11:00 - 11:30 Coffee Break
11:30 - 12:00 Why the Future is Sharing

Why you Should Dare to Share: Everything you've ever wanted to know about the Sharing Economy but were afraid to ask. 

  • Benita Matofska, Founder ThePeopleWhoShare
12:00 - 12:20 The Next Big Revenue Bucket

Acquiring customers in a fragmented market

Consumers are online more than ever. They are using a huge amount of different devices to find products and solve problems that they have. There are more channels that customers are finding these products and services on (search, social, video, Mobile video). In this session, we will cover how most effective ways SMBs can reach these customers, and the way large enterprise size businesses, who service SMBs, can be successful in offering these products

  • Jon Stribling, Chief Digital Officer, Spotzer
  • Read more » Jon Stribling, Chief Digital Officer, Spotzer
12:20 - 12:40 Engaging with Your Customers

Within 24 hours, I don't remember who came to my home to clean my ducts. Yet, local businesses hope I'll call them back. Practically all local advertising/marketing is about driving new customers to businesses (top of the funnel). 80-90% of these customers never come back. Customer acquisition cost is eating essentially all of the profit on a first transaction. Agencies, directories, etc. have a huge churn problem because customers are not getting engagement.

This session talks about how to engage your customers and keep them engaged.

  • Bob Barnes, Freshlime
12:50 - 13:50 Lunch
13:50 - 14:30 Data Trans Frontiers – The Impact of Regulatory Challenges Workshop with a Focus on the E-Privacy Regulation

Data provides the cornerstone of the digital economy, making it a genuine capital asset for any modern company, with enhanced processing possibilities with big data and other tailored solutions. But data also raises many regulatory and legal issues, from data ownership to data privacy and security, data management, data transfer and data policies that need to address ever-growing data concerns from consumers. This panel session will provide you with important updates on the latest regulatory stages on big data, data privacy and data ownership, together with some practical tips about how to best manage your data policies and compliance at a company level.

  • Stephanie Verilhac, SIINDA
  • Nikolaus Futter, Compass Verlag
  • Kostas Rossoglou, Yelp
  • Dr. Bostjan Makarovic, Founder of Aphaia

Including a focus on the impact of the e-privacy regulation on the search and information sector.

  • Read more » Dr. Bostjan Makarovic, Founder of Aphaia
  • Read more » Kostas Rossoglou, Head of EU Public Policy, Yelp
  • Read more » Nikolaus Futter, CEO, Compass Verlag
  • Read more » Stéphanie Vérilhac Marzin, European and Regulatory Affairs, SIINDA
14:30 - 14:50 Local Search Service in Russia: Quality Matters!

In this session, you will hear great tips from 2GIS, the leading directory and mapping service in Russia, who developed a product years ahead of its time and proved, it is possible to compete with global players. Sergey will expose why data quality matters, why there might be unexpected decisions and how the model could be transposed in other countries.

  • Denis Lukyanov, VP Business Development,
14:50 - 15:20 Personalizing the Online Experience
  • Itai Sadan, Co-Founder & CEO, Duda
  • Romolo Velati, Head of Product Development, Italiaonline
15:20 - 15:40 Verticals – Targeting Customers’ Wishes Through On-Demand
  • Alexander Freitag, Co-Founder Massagio

15:40 - 15:50 Personalization of the booking experience
  • Thomas Lang, Co-founder & CMO, TIMIFY
15:50 - 16:20 Coffee Break
16:20 - 17:45 The SIINDA Start-Up Showcase with Keynote!

Start-ups are changing the world: From verticals to payment systems to new on-demand services. SIINDA has invited 4 of the newest & hottest start-ups to present their ideas and possibly partner with SIINDA members and LOCALCOMM attendees.

Keynote by:

  • John Spindler, CEO pf Capital Enterprise & Founder of Capital List

  • Short Welcome by Louise Lachmann, CEO Mono

Sponsored by






2017 Start-Up Show Case

  • See Chat - Singapore
  • EQUESTRAIN HUB - Czech Republic
  • PostTag – UK
  • Hoxton Analytics - UK


2017 Start-up Judges

  • Neal Polacheck, Board Advisors, USA  
  • Louise Lachmann , CEO Mono Solutions, Denmark
  • John Spindler, CEO pf Capital Enterprise & Founder of Capital List, UK
  • William Pattison, University of NY Prague, CZ


  • Read more » John Spindler, CEO, Capital Enterprise & Founder of Capital List, UK
  • Read more » Louise Lachmann, CEO & Co-founder, Mono Solutions
  • Read more » Neal Polachek, Independent Industry Observer & Advisor
  • Read more » William Pattison, MBA, Rochester Institute of Technology, USA, B.A., University of New York in Prague
18:45 - 18:50 Meet in Lobby – Transfer to Swan at the Globe
19:30 - 20:30 Cocktail & Museum Tour

Sponsored by

Vendasta Transparent

20:30 - 23:00 Shakespeare Goes Digital!

An evening event at the famous Shakespeare Globe Theater & Museum.

Sponsored by



8:00 - 9:00 Networking Breakfast

Networking Breakfast for SIINDA Members & LOCALCOMM Attendees!

8:15 - 9:00 Registration for LOCALCOMM RETAIL 1 day attendees at the Hilton Bankside Hotel, 2-8 Great Suffolk Street, London SE1 0UG

 This Digital Retail Day is sponsored by

YEXT logo_small

9:00 - 9:10 Conference welcome & Overview of Event
9:10 - 9:40 The Current State of Retail

In Light of Brexit and Trump. Do we expect to see a difference? What are the trends telling us?

  • Matthew Hopkinson, Local Data Company, UK
  • Read more » Matthew Hopkinson, Director, The Local Data Company, UK
9:40 - 10:10 Keynote: Opening Opportunities in the Retail Market

The Digital Landscape is changing rapidly. Retailers of all sizes ask themselves how to keep up and – even more important – how to be successful in this dynamic environment. Professor Seitz examines the major forces of change and gives some unconventional answers on opportunities for retailers to stay ahead of the competition.

  • Professor Jürgen Seitz, Founding Partner, Leverate
  • Read more » Prof. Jürgen Seitz, Founding Partner, Leverate
10:10 - 10:40 Intelligent Search – An Advertiser's Dream or Nightmare?

The way consumers seek information is in a fundamental shift. With the rise of connected devices, machine learning, and AI assistants, search is getting smarter. Answers are provided quickly and powered by a complex set of data. Learn what this means for retail and how brands can continue to thrive in an environment where technology is making more and more decisions about your information before your customer even sees it.

  • Jon Buss, Managing Director, Yext
  • Read more » Jon Buss, Managing Director, Yext for the UK and Northern Europe
10:40 - 11:00 Ad Blockers: An Important Trend in Online Advertising & Digital Communication Management

Ad blocking are developing to allow users to remove or alter advertising content from a webpage, website, or a mobile app. Ad blockers are available for a range of computer platforms, including desktop and laptop computers, tablet computers and smartphones. In this session you will hear some figures about the rise of the phenomenon in Europe as well as the threats it entails for digital marketing and how some advertisers and website providers are organizing to counter-act the adblocking phenomenon.

  • Agnès Gilbert, Digital Director, Ipsos, France
  • Read more » Agnès Gilbert, Digital Director, Ipsos Connect, France
11:00 - 11:15 Coffee Break
11:15 - 11:45 Fashion, Digital Advertising & Technology

"Fashion is a multi-billion dollar industry and unsurprisingly therefore, the biggest spender on digital advertising is the retail industry. Platforms such as Instagram are seen as the new Vogue when it comes to easily accessibly digital advertising. Now more than ever, advertising is going through a revolution of change in the way we promote our business.

Product placement has added a new dimension using music and fashion celebrities to the mix.

Advances in technology have now created a direct bridge between the consumer and the retailer and I will be exploring the impact of Brexit on the retail economy and also how we could use digital platforms not only to maximize profitability but to do so in a manner which also promotes sustainability, fair trade, philanthropy and social responsibility to our environment."

  • Sandi Gollen Balendra, Founder of VMM Music & Fashion, Media & Entertainment Lawyer, Advisory Committee Member & Lecturer at the London College of Fashion (University of the Arts London)  
  • Read more » Sandi Gollen Balendra, Founder of VMM Music & Fashion, Media & Entertainment Lawyer, Advisory Committee Member & Lecturer at the London College of Fashion (University of the Arts London)
11:45 - 12:15 The Digital Transformation of Retail

At look at a successful retailing story. The Cycle Store UK, a local cycling shop ( was shortlisted for two awards for the best use off PPC in the United Kingdom.

Richard Lamb, Head of Digital Operations at Latitude Digital Marketing, one of the UK’s largest Digital Marketing Agencies, will talk about how PPC can be successful for retailers, both large and small. Cycle Store will contribute their client point of view and talk about what kind of customer engagement you get with the right PPC campaign.

  • Richard Lamb, Head of Digital Operations, The Latitude Group
  • Read more » Richard Lamb, Head of Digital Operations, The Latitude Group
12:15 - 13:00 A Look at the Leaders in Digital Retail

We hear from one of the UK’s longest established and most trusted High Street retailers about the local marketing challenges facing major retailers in the digital economy

  • David Walmsley, Chief Customer Officer, House of Fraser Group
  • Read more » David Walmsley, Chief Customer Officer, House of Fraser Group
13:00 - 13:15 Retail 2.0: Using Location Intelligence to save Digital Advertising

E-commerce is growing worldwide. At this speaker slot, Mono will demonstrate how easy it can be to setup a fully responsive web-shop and discuss some of the growing trends and their impacts - such as mobile e-commerce, Marketplaces vs. direct websites and more.

  • Svenn Andersen, COO, Mono Solutions
13:15 - 13:30 Technology that will Influence Retail & Enterprise Advertising

Analytics have spread all along the digital advertising chain, using browsing, statistical data, surfing or consumer habits to enable better personalization of offers. But what about non-rationale grounds like emotions or feelings, which very often drive consumption more than we think? Come and listen to Datakalab’s interesting developments on “emotion analytics” and how they can help you drive your business to the next level.

  • Frank Tapiro, Creative Emotional Officer, Datakalab
  • Read more » Frank Tapiro, Chief Emotional Officer, Datakalab
13:30 - 14:00 Lunch