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eMetrics Marketing Optimization Summit
San Francisco, May 4-7, 2008

Track Descriptions | Keynotes | Schedule at a Glance | Speakers

eMetrics Industry Insights Day - - Agenda
Sunday, May 4

(Full Description)

7:30 - 8:15  -  Registration & Coffee

8:15 - 8:30  -  Welcome & Game Plan - Jim Sterne

II-1, 8:30 - 9:00
iPerceptions, Inc.

Jonathan Levitt, iPerceptions

The web is not about numbers, it's about people. When you don't have the voice of the online customer in your web analytics toolbox, insight is the first casualty. Jonathan will be talking about 4Q, the new, free permission based onexit survey solution developed in collaboration with noted web analytics expert Avinash Kaushik. Jonathan will share general data from 4Q and talk about how task completion and visitor satisfaction should be key metrics on everyone's KPI dashboard. He will also stress the importance of acting on user-led action points as a way of deriving more and more value from the web channel at a time when its importance in a multi-channel strategy has never been greater.

II-2 9:00 - 9:20
What We Can Learn from WASPs

Stephane Hamel, Immeria Consulting

Stephane created WASP, the Web Analytics Solution Profiler, a free Firefox extension aimed at web analytics implementation specialists and web analysts. WASP validates proper tagging and reveals whether web analytics solutions are properly implemented. On the back end, Stephan has a bird's-eye view of the marketplace. Which tools are used by which industries? Which sectors are having trouble with implementation and which are getting it right? What are the industry trends?

II-3 9:20 - 9:50
Whither the Web Analytics Industry?

John Lovett, JupiterResearch

John Lovett produces research on web site technologies and operations at JupiterResearch. He looks hard at web analytics, site search technologies, web content management, online commerce platforms, multivariate testing and optimization technologies. He's done research at Aberdeen and Gomez Advisors and knows which way the wind blows and will share his perspective on the current state and the future of our industry.

II-4 9:50 - 10:10
Email Metrics Making Progress

Ryan Warren, Exact Target

According to Joel Book, Ryan Warren is, "our most experienced individual on analytics and how they are being used to optimize email and mobile marketing communications." He knows email marketing metrics backwards and forwards and has been helping clients get the job done and cataloging case studies for quite a while. Rather than regale you with hundreds of percent conversion rate stories, Ryan is going to look over the Big Picture of email marketing and tell you what it looks like in the future.

II-5 10:10 - 10:30
Insights from Inside Yahoo!'s Data

Bob Page, Yahoo!

Chances are you have used a Yahoo! service. If so, that usage was collected, processed, and analyzed, along with over 500 million other visitors. Yahoo! has many tools to work with that data, twisting and turning it to help Yahoo! make decisions. Bob will talk about how Yahoo! does it, what the big challenges are (besides the volume!), and some interesting findings. How does one of the oldest, largest Internet companies take advantage of their massive data store? Bob will enlighten and perhaps describe what your future will look like.

10:30 - 10:45 Break
You'll need it to keep your head from exploding.

II-6 10:45 - 11:05
Just How Integrated Are We?

Margaret Coles, FactorTG

Are companies really integrating their marketing data from multiple channels? FactorTG measures marketing ROI for some of the largest brands in the world. They offer a continuous system of marketing activity measurement, analysis, and ROI reporting, near-time, at the campaign level. That's good, but then they match those campaigns up with the rest of the marketing mix. They measure the purchase funnel, from initial exposure to an ad, to the landing page, and finally to the purchase process. They measure the branding impact of other elements of the online marketing campaign by comparing users who have been exposed against those who have not. Patricia reveals the good, bad and ugly about just how integrated our marketing metrics are and where we can hope to end up.

II-7 11:05 - 11:25
Shifts in Internet Usage - a Veiw from Above

Heather Dougherty, Hitwise

What's better than the ability to gain competitive insights from online behavior? Having an expert reflect on the trends that are illuminated by a rich dataset that has been collected over years. Through relationships with ISPs around the world, Hitwise captures the anonymous online usage, search and conversion behavior of 25 million Internet users. Analyzing how consumers interact with a broad range of competitive websites, and how companies use different tactics to attract online customers. Heather will share how she thinks the online world will be changing.

II-8 11:25 - 11:45
Stalking the Wild Web Analyst

Jim Humphrys, W.L. Gore & Associates

If you put all the web analysts in a room together, what sound would they make? What are the tasks that most web analysts are responsible for? What are the non-web analytics tasks that web analysts do regularly? How much are web analysts getting paid? Get a first peak at some of the data coming out of the recent WAA Job Profile and Compensation Study.

II-9 11:45 - 12:05
He Knows What You're Going to Do Next Summer

Joseph Carrabis, NextStage Evolution

Joseph Carrabis specializes in understanding customer behavior. Besides authoring 23 books and over 300 articles covering cultural anthropology, database technology and methods, information mechanics, language acquisition, learning and education theory, mathematics, social network topologies, and psycholinguistic modeling, Joseph has a scary way of explaining what goes on in your head and has the research to back it up. Do you know why people click on this button more than that one? Joseph does.

II-10 12:05 - 12:15
Wrap-Up

Jim Sterne, Target Marketing

What does it all mean? How does it all fit together?

12:30 - 2:00
Lunch

Eat, drink, digest and get ready to discuss

2:00 - 3:15
Roundtable Discussions

Time to collaborate on where we're headed - what we want the future to look like and what it'll take to get there.

3:00 - 3:15 Break

3:15 - 4:00 Insights Capture

4:00 - 4:30 Break

4:30 - 6:00 Web Analytics Association Information Meeting

6:00 - 7:30 Web Analytics Association Reception


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