The Tomorrow Lab Presents – Driving Digital Results


Our second #TTLPresents of the year sees the focus switch from social media and influencer marketing, to driving digital results for your business. This session will cover everything from user experience to the future of search and what’s coming next in the world of digital advertising. Collectively our speakers will arm you with the knowledge your business needs to succeed online.

When: Thursday 28th September 2017
Where: The LIFE Centre
What: Driving Digital Results

We’ve got a great lineup already including:

Gareth Dunlop – CEO & Founder at FATHOM

Following 15 years of direct commercial experience helping businesses use the Internet more effectively, Gareth established the dedicated User-Experience agency Fathom in September 2011 to advise companies on how to get the most from the Internet by seeing the world from the perspective of their customers.

Previously Gareth was the MD of iON, a leading digital strategy and marketing company, headquartered in Belfast and with major clients in 15 countries.  Prior to that he was the MD of Tibus, one of the largest and most successful web development agencies in Ireland, from 2002 to 2009 when it was sold to UTV Media.  Since 1996, he has gained massive commercial experience advising blue chip clients in Ireland, UK and Europe (SPAR, DHL, Post Office UK, BBC) on Internet strategy and best practice.

A Board Member of Christian Aid Ireland, Board Member of IEDR, former Board Member of the Irish Internet Association, and Chairman of, Gareth writes & lectures extensively on Internet related matters. He occupies regular columns in and the Irish Independent in the Republic of Ireland, and Business Eye magazine in Northern Ireland.  Gareth is a former judge of the Eircom Spider Awards, the DANI Awards and the IIA Net Visionary Awards.

Talk Title: Start with the customer and work backwards

Gareth will be making the case for investing in your users and talk about how the relationship between how well you treat your customers, and their likelihood of buying, being loyal or recommending you to friends and family has never been closer.  Gareth will share some of the design principles of the world’s most successful digital products and leave you with five key actions you can implement straightaway.

Ruth Derby – Paid Advertising Executive at The Tomorrow Lab

Ruth is a PPC Executive and Account Manager at The Tomorrow Lab, specialising in connecting businesses with their customers online.  On a day-to-day basis, Ruth focuses on driving results for clients on Google & Bing, delivering innovative campaigns on-brand and on-budget. Through highly targeted and relevant ads on search and display, Ruth has helped businesses across many sectors achieve their goals and objectives.

Ruth has been working agency-side in digital advertising for 6 years and specialising in it for almost 4 years. She is fully Google Partner Certified and is Bing Ads Professional Accredited – this means she is recognised as a trusted business partner by Google, Bing and their clients.

Talk Title: 7 Approaches To Boosting Your Bottom Line With Digital Advertising

Ruth’s presentation outlines what results mean to different companies and organisations, from raising brand awareness, to driving leads and ecommerce revenue. Her presentation will take a deep-dive into each objective and provide strategic and actionable tips to improve online presence and to meet goals and objectives. Ruth will also discuss some of her recent projects and case studies to inspire creative digital advertising approaches.

Barry Adams –  Founder & SEO Consultant at Polemic Digital 

Barry Adams has been building and ranking websites since 1998. Over the years he’s honed his skills in a wide range of businesses, from small agencies to Fortune 500 multinationals. Barry was named the Digital Industries Person of the Year at the 2014 DANI Awards and in the same year he founded specialised consultancy Polemic Digital to deliver world-class SEO services to clients worldwide. Barry counts some of the world’s biggest brands among his clientele, serving as technical SEO consultant for the UK’s most-read newspaper The Sun and America’s most popular news channel Fox News. In 2016 his work was recognised with two UK Search Awards, including Best Small SEO Agency.

In addition to his consulting work, Barry is passionate about educating the next generation of marketers. He lectures on SEO and digital marketing for Ulster University, Queen’s University Belfast, and the Digital Marketing Institute, and travels the world to speak at digital conferences in London, Dublin, Amsterdam, Paris, Milan, New York, and Las Vegas. Barry also serves as Co-Chief Editor at award-winning European digital marketing blog State of Digital, and is on the judging panel for the annual European and US Search Awards.

Talk Title: Improving Your SEO: Turning Data in to Actions That Drive Results

While many consider SEO to be a dark art that requires advanced and costly tools, the most important data sources for SEO are in fact freely available to every website owner. In this talk, Barry Adams will show how to find the right data from free or affordable tools to measure your SEO performance. Moreover, he will show you how to use that data to make the right decisions for your website to improve traffic and sales from organic search.

Heather Wright – Sales and Marketing Manager at the Irish Football Association


Heather has a passion for excellence and positive change which she has shown throughout her professional career. With over 12 years’ experience across marketing, sponsorship and business development in the arts and sports sectors, Heather is a key member of the multi award-winning marketing and communications team at the Irish FA. Responsible for the creation of “#DareToDream”, Heather has worked across every aspect of the Sales & Marketing team from ticketing to sponsorship activation and digital communications since starting with the Irish FA four years ago.

Heather works across the Marketing, Sales and Communications team to manage marketing, advertising, CRM, brand management, merchandise and to grow football participation across Northern Ireland.

Heather also works closely with the Irish FA’s stakeholders to maximise the coverage and reach of the partnerships across the Northern Ireland football family and to drive fan engagement through exceptional digital content and unforgettable match experiences.

Talk Title: Dare To Dream

After a generation of waiting, could Northern Ireland football see success once again and qualify for a major tournament? Heather’s presentation will take a look at the strategy, research and inspiration behind the ground-breaking Irish FA campaign that helped the fans, team and country come together and #DareToDream.

Vikas Arora – Microsoft/Bing

Vikas is a seasoned professional with over 20 Yrs. experience across Microsoft, Vodafone and Ericsson in the Digital Media and Telecommunications industry.  With his experience supporting the implementation and growth of Search programmes on the advertiser-side and agency-side, Vikas currently works as a Senior Search Executive at Microsoft Search Advertising, promoting the benefits of the ever-growing Bing Network to Small and Mid-Sized businesses across the UK, Ireland and Israel.

Talk Title: Psychology of Search

With the evolution and changes taking place in search advertising not solely being confined to just the desktop, it is important that, as marketers, we remember the basics in order to determine how we can prepare for the changes that lie ahead when developing campaigns for our brands, products and services.

It is imperative to always remember the Why? What? and Who? – The Psychology of Search aims to take a look at how these changes are impacting search today and what marketers can do to stay ahead of the curve.

Richard McKnight – Co-Founder of Groundswell Growth

Richard is the Co-Founder of Groundswell an ecommerce specialist agency based in Belfast. Previously he held the roles of Digital Marketing Manager at Chain Reaction Cycles and most recently Head of Ecommerce at

Talk Title: Understanding Your Digital Audience & How To Engage

Description: Richard will be helping you to understand how to segment your audience across digital channels, create effective segments via both Google Analytics & Facebook and to create smart lists to help engage with potential and previous customers across the Google Display Network and Facebook platform.


We hope to see you on September 28th for networking, knowledge sharing & pizza!

Get your ticket today for only £30!