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eMetrics Marketing Optimization Summit
Optimizing Online Marketing Value


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Washington D.C. 2007 Tracks

Track Descriptions | Schedule at a Glance | Speakers

The Email Metrics Track

Calibrating Your Barometer

John Lovett, Senior Analyst, JupiterResearch

Effective web analytics measurement is a challenging endeavor for most marketers. The process of measuring and managing data becomes even more complex when dealing with applications such as email. Find out where companies are focusing their email measurement efforts today and why most are falling short. Then, work through a simple exercise to evaluate the effectiveness of your own email measurement practices. And finally, learn how to build a framework for analyzing meaningful email metrics to benchmark success.

Monday - 11:15 am - Capitol Room

More Email with Better Results: Segmentation changes Everything

Jay Allen, Marketing Manager, Cutter & Buck

Want to multiply your email results? Use segmentation. Jay explains how to begin email segmentation as well as how to roll out a tactical strategy for getting the most from your email list (includes practical examples). From simple segments to more complex analysis, Jay incorporates offline circulation theory to better understand where to find the low-hanging fruit. He offers 10 high-impact suggestions for pushing your email program to the next level.

Monday - 1:30 pm - Capitol Room

Using Analytics to Make Smarter Personalized Contact: Traditional e-mail, Closed e-mail and Personalized Page Messaging

Jorian Clarke, Circle 1 Network

Sally Schmidt, Circle 1 Network

Many organizations are looking to create relationship marketing or social networking sites. In Web 2.0, users want to get involved in the online experience. Site owners want to drive ongoing content engagement and close the “sale”. KidsCom.com is a virtual world which has two targets: tweens & a tough audience to keep engaged in content and their parents who provide the credit cards to pay for a subscription. Hear how we used analytics to drive the design of a user messaging system that developed into several channels to meet the different audience delivery needs and preferences.

Monday - 5:00 pm - Capitol Room

Making More Money with Mobile Marketing Metrics

Alan Osetek, Connexiona

While the potential for building stronger relationships and breaking into new markets through mobile marketing is clear, the reality is many marketers haven't yet come to grips with how to collect mobile marketing data, make sense of it, and/or leverage the data in context of their overall multichannel campaigns. Alan will discuss mobile measurement hurdles, best practices, and strategies that can increase mobile impact as well as the overall success of cross channel campaigns.

Tuesday - 11:15 - Capitol Room

Actionable Analytics

Erick L Barney, Motorcycle Superstore

Erick chronicles Motorcycle Superstore's experience with outsourcing an email marketing solution. He discusses their strategy known as C.A.N.I., (constant and never-ending improvement) and their continual effort to maximize the effectiveness of the email channel. Erick explains the KPI metrics used by Motorcycle Superstore to gauge the effects of ongoing strategy refinements. Motorcycle Superstore continues to work toward optimization in regards to many aspects of email marketing including send frequency, send day of week, send time of day, subject line, list segmentation and much more. Erick shares several tangible discoveries and offers a look at what's to come in Motorcycle Superstore's near future.

Tuesday - 1:30 - Capitol Room


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