Andrew McClelland

Managing Director
Mirador Digital

Mirador Digital was formed to provide senior level decision makers with strategic insight and resource to drive digital channel development for B2C, B2B and Public Sector organisations. Andrew is heavily involved in work including proposition development; impact analysis of market changes; channel integration; building insight to help take customers on the journey and the development of go-to market strategies.

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

Download The Latest Agenda

Mon 30th Nov- Focus Day: The A-Z of Creating a B2B eCommerce Strategy

Monday, January 12th, 2015

10:00 Opening Remarks from the Chairperson and Business Card Exchange

14:40 ALL STAR PANEL: How can companies best prepare, sustain motivation and encourage long term digital thinking during organisational restructuring?

Integration between sales, marketing and IT- how to best align targets and communication to streamline the digital journey
Cultural change: The use of digital leaders and evangelists on digital solutions and how they can help ‘’thinking digital’’ internally and externally
How to keep process optimisation simple to encourage adoption of digital channels and motivation
Looking outside your organisation: Determining who to benchmark against and where to look for inspiration

15:50 ALL STAR PANEL: Creating a unified customer message – how can you harmonise your regional digital efforts with corporate branding and marketing?

How to motivate regional teams and advocate digital activity in a way that will inspire
Identifying corporate and regional digital expectations to better understand what will best motivate and drive the digital strategy long term
Establishing regular communication and validation systems to ensure that information from regional and global levels are unified in product information and branding
Effectively managing competing brands within an organisation:
Evaluating true objections and requirements from internal teams and comparing to what each brand customer requires

Tues 1st Dec- Main Conference Day 1: Enhancing the Customer Experience and Driving Engagement

Thursday, February 12th, 2015

08:50 Chairperson’s Opening Remarks

09:40 INTERVIEW: Discovering the most relevant online content for your customers- what is needed and what works?

12:35 ALL STAR PANEL: What makes a ‘’good’’ website ‘’great’’? Going above and beyond with content, structure and personalisation that drives online conversion

Evaluating your customer and what navigation is best suited to best influence and convert
Optimising your ecommerce platform and effectively integrating into legacy EDI systems
Overcoming challenges when in the midst of a migration
Enabling good search results with your website- what do you need to do?
Considerations when developing targeted content for a small customer base

14:15 Chairperson’s Opening Remarks

14:20 ALL STAR PANEL: Customer-centricity: Mapping out the selling process to identify customer touch points, optimise customer interaction and better evaluate customer behaviour

Identifying the number of touch points you have with your customers and finding ways to increase this demand
Leveraging data to better understand and predict B2B customer purchasing behaviour and how to derive customer retention
How are your customers consuming- what analytics are available to help evaluate why drop off occurs at purchase and what really influences that buying decision?
Understanding your customers’ digital behaviour and what that means for your business

16:55 ALL STAR PANEL: How to build and manage a strong online brand and reputation to secure your market share and positioning

Streamlining technologies across brands to appear as one brand and how to effectively co-ordinate and implement this task successfully
How can social media help with building a brand and getting ahead of bigger/well-known brands
The role of digital marketplaces in increasing exposure to a brand and building reputation
How to overcome challenges in competing brands within the same company: How to be a unified message when working across varying business unit identities

17:50 Closing Remarks from the Chairperson

Wed 2nd Dec – Main Conference Day 2: Digital Transformation and Disruption

Thursday, March 12th, 2015

09:45 ALL STAR PANEL: Leveraging big data to get ahead of the competition and predict the trends of your customers' before they do

Evaluating B2B analytics and big data that are available to process real-time customer information
Justifying the cost with effective and reliable digital measurements
Choosing the data which means the most to your strategy and justifies investments
How can effective data analytics drive down operational cost and improve processes?

B2B Online Europe 2015 (past event)