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eMetrics Marketing Optimization Summit: Stockholm 2007

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Agenda (Overview)

Monday, 29 October

8:00 - 9:00 Registration & Breakfast

9:00 - 9:45

Website Measurement Ecosystem

Jim Sterne, Target Marketing

How do I measure thee? Let me count the ways.
I measure thee to the depth and breadth and height
My data can reach, when I’m feeling out of touch
With the value proposition of my web investment

Think measuring the success of your website is a matter of knowing how many people showed up and what they looked at? This would be a good time for an eye-opener.

From hits to clicks and pageviews to revenues and attitudes, there are myriad ways to take the measure of a website. Jim Sterne identifies what can be measured, in order to help you determine what should be measured.

9:45 - 10:30

Cost Efficient SEM Campaign Management  -  the Travellink Case Study

Jennie Skogsborn, Managing Director of Keybroker Scandinavia

Search advertising is the world’s fastest growing media channel and is very effective to drive increased online sales. But how should it be structured and managed in order to achieve high results and be cost efficient? Learn from the Travellink case study! Travellink entered into a partnership with Keybroker, a leading search advertising provider, in December 2006, after having managed it in-house since January 2005. Since then, Travellink has doubled the booking volumes wiles reducing the customer acquisition cost with a third.

10:30 - 11:00 Break

11:00 - 11:45

Web Analysis at Hewlett Packard

Justus le Roy, Country Manager Belgium & Luxembourg, HP.com

HP is active in about every part of the IT Spectrum; ranging from the smallest digital camera sold directly to a consumer to the HP integrity servers sold indirectly to a global enterprise. Finding the “one size fits all” solution on how to measure the online sales cycle through awareness, consideration, purchase and loyalty is a never ending quest for marketing. Join Justus on his hunt for internal bench marks, meaningful KPIs from and for a very fragmented HP.com audience. From standardized KPI reporting to tailor-made campaign reporting at HP.

11:45 - 12:30

Web Analysis to drive Offline Business - The Big Picture in the Media Industry

Steffen Gausemel Backe, Aftonbladet

Cannibalization of the offline business is an issue that many companies struggle with when supporting their online business. This is specifically true for the well established media companies. In this presentation Steffen Backe will show how web analysis at Aftonbladet is successfully used to maximize the daily traffic at the web site and support the daily sales of the print paper.

12:30 - 14:00

Birds of a Feather Lunch

Dine with your peers by subject-matter. The dining room will be loosely segmented into the following topics with the resulting discussion to be self organized user generated content. Bring a notebook!

14:00 - 15:00

Group discussion: 3Outcomes Roundtable

Chaired by Jim Sterne

What do you want from your attendance at the eMetrics Marketing Optimization Summit? You can now verbalize it, share it, document it and track it. This may be the most important session of the whole summit. We’ll provide complete instructions on how to create your outcomes in advance of the conference. More details here. Based on the programs and services offered by 3outcomes.com

15:00 - 15:45 Delegates may choose to attend either session on at this time.

Making a Business Case for Web Analytics

Oliver Schiffers, United Internet Media AG

As long as your boss, your IT department or your CEO think Reporting equals Analytics, your business case for Web Analytics will always be weak. Key success factors for a web analytics business case will be presented. The session also talks about how to position performance KPIs for departments, iterative Analytics, segmenting, methodology and process to lift your company towards an analytical minded company, that will exchange BI, Cubes and Logfile analyzers against a true Web Analytics solution and success.

Writing an RFP based on your needs: the secrets of successful vendor selection

Daniel Markus, Clickvalue

Upgrading an analytics environment usually starts with a vendor selection. In general these selection processes focus on the many options found in web analytics applications. After deciding on the usefulness of every possible option the selection process may result in a cool setup that still doesn’t answer the main business questions. In this session Daniel will demonstrate an alternative approach that starts from the organizational perspective and links it to the useful requirements.

15:45 - 16:15 Break

16:15 - 17:00

Not Just What? But Who and Why?

Neil Mason, Applied Insights

Too much focus can be put on site-centric data from web analytic systems when it comes to measuring online business performance. Often not enough attention is paid to understanding more about the customer. In this session Neil looks at how customer and visitor data can be integrated with site data to give a richer perspective on the performance of the site and how it meets visitor expectations".

17:00 - 17:45

Web analytics as the main tool for the business development process

Per Heden, PriceRunner AB

PriceRunner is very adept at using web analytics and will in this session share how web analytics has become the main tool for driving their marketing and product development decisions. Per will explain web analytics business process at PriceRunner, how they work with getting the organization to optimize investment in web analytic technology, and how they’ve worked with defining, communicating and follow up on main KPI’s to drive the business. User insights and market intelligence together with web analytics now provide the foundation for all business decisions.

17:45 - 19:00 Reception

Rub elbows with your compatriots and bend elbows with your peers. A chance to compare notes, ask vendors questions you just learned to ask and don’t forget to relax a little.

Tuesday, 30 October

8:00 - 9:00 Registration & Breakfast

9:00 - 9:45

Your Web Analytics Journey: Beyond choosing a Web Analytics product

René Dechamps Otamendi, OX2-WebAnalytics.be

In this session web analytics are put into context for your organisation. We get deeper into integrations of tools, while covering specific issues such as Web 2.0 measurement and tagging as well as optimization and multi-variate testing (MVT). You will learn how to prioritise opportunities in order to allocate resources efficiently, while putting this actionable data into context within your companies’ market. The presentation will end with thoughts about Web Analytics integration on a human resources perspective in order to support a company philosophy based upon accountability.

9:45 - 10:30

Web Analytics at SVT

Björn F Johansson, SVT

Sweden’s largest public service broadcaster faces two interesting analytics challenges as both a non-profit company and one whose main audience is offline. Björn F Johansson, strategist at SVT will explain how he identifies what’s important to measure in the non-profit and media worlds and how he went about integrating web analysis as a strategic function in the redesign of the main web channel on svt.se

10:30 - 11:00 Break & Exhibition

11:00 - 11:45

Using Web Analytics effectively

Marc Saarde, Creuna

Marc has many years of experience at Nordea Bank AB and he knows that when it comes to Web Analytics many companies are now ready to invest in tools but are unwilling to invest in the processes that are needed to support and use them. The right goals, the right people, and the right culture are just some factors in a systematic and effective approach to Web Analytics. In this Session Marc will reveal the strategies to successfully implement the right processes.

11:45 - 12:45

Secrets of Your Success Roundtable

Chaired by Jim Sterne

You’ve got 5 minutes - no more, no less, of undivided attention from your table. This is your opportunity to shine and to share. Be prepared; be specific - the more you put into this discussion the more you will receive. Tell your story - focus on something that you do really well. Bring handouts (10 each ) to illustrate your accomplishments. Clear or conceal your confidential data - we don’t need to know everything in order to get maximum learning. You’ll be surprised by how much you can learn from other attendees by getting the insider scoop on the simplest things.

12:45 - 14:15

Birds of a Feather Lunch

Dine with your peers by subject-matter. The dining room will be loosely segmented into the following topics with the resulting discussion to be self organized user generated content. Bring a notebook!

14:15 - 15:15

European Web Analytics Roundtable

Jim Sterne, Moderator

Magnus Hultman, Omniture

Steve Jackson, SATAMA

Lars Johansson, Vattenfall

Daniel Markus, ClickValue

Aurélie Pols, OX2-WebAnalytics.be

Marc Saarde, Creuna

Oliver Schiffers, United Internet Media AG

Jim Sterne will moderate an interactive roundtable where we review questions such as:

15:15 - 16:00

Web Analytics in a B2B Environment

Simon Green, KONE

Steve Jackson, SATAMA

KONE is one of the world’s leading elevator and escalator companies. In this case study Simon Green, eBusiness Manager at Kone and Steve Jackson, editor of the Conversion Chronicles, and Senior consultant at SATAMA present how they came to some suitable metrics to determine success in the B2B environment as well as the challenges Kone faced in getting corporate wide adoption of eMarketing strategy.

16:00 - 16:30 Break & Exhibition

16:30 - 17:15

Affiliate Marketing - Buy the Numbers

Geno Prussakov, AM Navigator

Affiliate marketing is by definition a performance-based type of online marketing. It is, therefore, essential to have a comprehensive complex of measurement tools and techniques in place while running an affiliate program. Among other analytics-related issues, the session will cover such questions as:

17:15 - 17:30

Closing Remarks with Jim Sterne


Conference ends - Thank you for coming

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