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

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Track Descriptions | Keynotes | Schedule at a Glance | Speakers


Thought Leaders and Major Brand Case Studies

Competing on Analytics
Tom Davenport - Monday, 9:20 - 10:00

Tom DavenportTom Davenport holds the President’s Chair in Information Technology and Management at Babson College and is responsible for the overall management of the Institute for Process Management. His most recent book, Competing on Analytics: The New Science of Winning is the #2 best seller in Amazon’s Data Mining and Social Science Methodology categories.

Read Tom’s biography

Optimizing eBay - Improving Customer Experience at the World’s Online Marketplace
Elissa Darnell & Deepak Nadig, eBay - Tuesday, 9:00 - 10:00

Elissa Darnell  Deepak Nadig Each day, millions of people buy and sell millions of items on eBay. All of this is done primarily through the eBay web site which gets more than one Billion page views every day. Small improvements in the user experience can result in significant boost to key business metrics. Come and learn about the various methods, both qualitative and quantitative, used by eBay to continuously improve the customerís experience. Web analytics is just the start. Learn how eBay runs dozens of simultaneous tests, employs eye tracking studies and even follows customers home to see how they interact with eBay in ethnographic studies. The company that knows the value of everything bought and sold online also knows the value of incremental improvement and continuous optimization. You do not want to miss Elissa and Deepak revealing the inner workings of the World’s Online Marketplace.

Read Elissa Darnell’s biography
Read Deepak Nadig’s biography

The Coca-Cola Marketing Metrics Journey - Part Two
Tim Goudie - Wednesday, 9:00 - 10:00

Tim GoudieTim Goudie is Group Manager, Interactive Marketing at the Coca-Cola Company. If you were not one of the lucky ones to see Tim Goudie present at the eMetrics Marketing Optimization Summit in Washington D.C. in 2006, your luck has just improved. Tim is a seriously switched-on marketing executive who has single-handedly brought online marketing metrics to Coke. He will share how this quintessential Brand corporation came to understand online measurement and determine how to connect it with selling soft drinks around the world. Tim is a speaker not to be missed. Is he dynamic? Here’s a minute and a half on what he thinks of the University of British Columbia / Web Analytics Association online courses.

Read Tim’s biography

Ecommerce Optimization at Palm
Charlie Simpson - Wednesday, 2:30 - 3:00

Charlie Simpson  While Director of the Marketing Analytics and Insight group at Gateway Computers Charlie and his team focused on optimizing advertising and media to drive retail, phone, and web sales. Now, as the Director of Ecommerce Sales and Marketing at Palm, Charlie will share his experience in the trenches of Marketing Optimization. He’ll help you answer the questions you’ve been asking yourself: How do I make time for testing? What tools are available? Where do I start? And for those who have started, what is next? A myriad of tools and vendors are available to optimize and get the most out of your site: A/B testing, multivariate testing, behavioral targeting, etc. How do you decide what to do? Charlie will give both an overview of tools and techniques and practical experience in implementation. You will walk away with a clearer understanding of what is and a clear picture of what is possible.

Read Charlie’s biography

How Ask.com Asks the Right Questions to Serve the Customer
Carla Borsoi - Wednesday, 3:00 - 3:30

Carla Borsoi  There are multiple ways to get customer feedback, from click stream to customer satisfaction, to outside surveys and secondary data sources. Ask.com uses them all and weaves them together to create a holistic picture of the audience. How can you use stated and actual behaviors to determine what products to launch, expand or market? What brings customers desires to life? Carla will share a specific case study of the feature Smart Answers, to highlight how Ask.com harnesses all of these elements to create a better customer experience.

Read Carla’s biography

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