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eMetrics Marketing Optimization Summit
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Washington D.C. 2008 Overview

Monday, October 20 • Web Analytics Association Base Camp
Sponsored by

8:00 - 9:00	REGISTRATION AND COFFEE - UPPER FOYER, LOBBY LEVEL
Workshops	Introduction to Web Analytics Instructor: June Li - Poplar	Web Analytics for Site Optimization Instructor: Larry Becker - Walnut
9:00 - 10:30	Workshop
10:30 - 10:45	BREAK
10:45 - 11:30	Workshop
11:30 - 12:30	Exercise
12:30 - 1:30	LUNCH (provided) - UPPER FOYER, LOBBY LEVEL
1:30 - 2:00	Sponsor Presentation - Walnut
2:00 - 3:00	Workshop
3:00 - 3:15	BREAK
3:15 - 4:00	Q & A
4:00 - 4:30	BREAK
4:30 - 6:00	WAA Community Meeting & Speed Networking Session - Magnolia
6:00 - 7:30	Web Analytics Association Reception - Upper Foyer, Lobby Level

Monday, October 20 • Industry Insights Day

7:30 - 8:15	REGISTRATION AND WORKSHOP - MAGNOLIA C
8:15 - 8:30	Welcome & Game Plan - Jim Sterne
8:30 - 9:00	Pat LaPointe, Marketing NPV
9:00 - 9:20	Bob Page, Yahoo! Analytical Products
9:20 - 9:50	Joel Book, Exact Target
9:50 - 10:10	Matt Cutler, Visible Measures
10:10 - 10:30	Mark Wachen, Interwoven
10:30 - 10:45	BREAK
10:45 - 11:05	Liz Miller, CMO Council
11:05 - 11:15	John Bennett, Ascentium
11:15 - 11:25	Stéphane Hamel, Immeria
11:25 - 11:45	TBA
11:45 - 12:05	René Dechamps Otamendi, OX2 & Joseph Carrabis, NextStage Evolution
12:05 - 12:15	Morning Summation - Jim Sterne
12:15 - 1:15	LUNCH - MAGNOLIA AB
1:15 - 3:00	Roundtable Discussions
3:00 - 3:15	BREAK
3:15 - 4:00	Insights Capture
4:00 - 4:30	BREAK
4:30 - 6:00	WAA Community Meeting & Speed Networking Session - Magnolia C
6:00 - 7:30	Web Analytics Association Reception - Magnolia C

Monday, October 20 • Intelligent Research, Targeting & Measurement of Interactive Ads & Audiences
Instructor: Rob Graham, VP Creative & Technical Training, Laredo Group

8:30 - 9:00	REGISTRATION AND CONTINENTAL BREAKFAST - UPPER FOYER, LOBBY LEVEL
9:00 - 9:15	Welcome & Opening Remarks
9:15 - 10:15	Morning Session
10:15 - 10:30	BREAK AND REFRESHMENTS
10:30 - 12:00	Morning Session continued
12:00 - 12:45	LUNCH
12:45 - 2:00	Afternoon Session
2:00 - 2:15	BREAK AND REFRESHMENTS
2:15 - 3:15	Afternoon Session continued
3:15 - 3:30	BREAK AND REFRESHMENTS
3:30 - 4:20	Afternoon Session continued
4:20 - 4:30	Wrap-up/Q&A
4:30 - 6:00	WAA Community Meeting & Speed Networking Session
6:00 - 7:30	Web Analytics Association Reception

Monday, October 20 • Conversion University presented by Google Analytics
Instructor: Justin Cutroni, Analytics and Testing, EpikOne

9:00 - 9:15	Intro by Google
9:15 - 9:30	Web Analytics the Google Way (A quick talk about GA and the paradigm shift of doing analytics) - Chestnut
9:30 - 10:45	How Google Analytics Works Understanding the Tracking Code Filters & Profiles Combinations Filter Best Practices Managing Profiles Chestnut
10:45 - 11:00	BREAK - LOWER LEVEL FOYER
11:00 - 12:00	Understanding the reporting interface (dashboard, data visualization, report filters, email reports, etc) - Chestnut
12:00 - 1:00	LUNCH - CHESTNUT
1:00 - 2:00	Campaign Tracking CPC Email Tracking Banner and Display Ads Offline Campaigns Chestnut
2:00 - 2:45	Goals, Funnels, Ecommerce tracking and Site Search - Chestnut
2:45 - 3:00	BREAK - LOWER LEVEL FOYER
3:00 - 3:30	Website Optimizer - Chestnut
3:30 - 4:00	Other Google Analysis Tools Urchin 6 Webmaster Tools Insight for Search AdPlanner Chestnut
4:00 - 4:15	BREAK - LOWER LEVEL FOYER
4:15 - 4:45	Discussion and Q&A with Justin and the Google Analytics Team - Chestnut

Tuesday, October 21 • eMetrics Marketing Optimization Summit Washington DC 2008

8:00 - 9:00	Registration and Breakfast Exhibit Hall Open to 7:30pm - Upper Foyer, Lobby Level
9:00 - 9:45	Keynote: Jim Sterne, Founder, eMetrics Marketing Optimization Summit - Plaza Ballroom
9:45 - 10:15	Diamond Sponsor Presentation - ForeSee Results - Plaza Ballroom
10:15 - 10:30	Platinum Sponsor Presentation - Interwoven - Plaza Ballroom
10:30 - 11:10	Break - Lower Level Foyer
11:10 - 12:00	Acquisition - Terrace	Conversion - Plaza Ballroom	Retention - Walnut	Social Media Metrics - Beech	Data Driven Organization - Plaza Ballroom
	Essential KPIs for Search Engine Optimization - Brian Klais	Competing on Web Analytics - Eric Peterson	Optimize Site Content Based on a Novel Source: Your Site Visitors! - Chris Murdough	Social Network Analysis - Fred Türling	Competing on Web Analytics - Eric Peterson
12:00 - 1:05	Birds of a Feather Lunch - Upper Foyer, Lobby Level
1:05 - 1:55	Data Driven Organization - Terrace	Conversion - Plaza Ballroom	Retention - Walnut	Social Media Metrics - Beech	Data Driven Organization - Magnolia
	A Plan for Optimizing Marketing Operations - Gary Katz	Monetizing Site Behaviors — Overview & Getting Started - Jason Burby & Jason Carmel	Many Metrics Save The Day: Business.gov Case Study - Susan Fariss	Reputation Management in a Social Media World - Katie Delahaye Paine	Creating a Performance Driven Marketing Organization - Laura Patterson
1:55 - 2:45	Vendor Line-Up - Who are they? Find out who YOU need to see in the exhibit hall - Plaza Ballroom
2:45 - 3:10	Break - Lower Level Foyer
3:10 - 3:20	Gold Sponsor Presentation - Technology Leaders - Plaza Ballroom
3:20 - 4:20	Roundtable Discussion Groups - Arbors or Hitwise University - Plaza Ballroom
4:20 - 5:05	Acquisition - Terrace	Conversion - Plaza Ballroom	Retention - Walnut	Social Media Metrics - Beech	Data Driven Organization - Magnolia
	Online Ad Metrics for Buyers & Sellers - Rob Graham, Jason Gole, Steve Ustaris, Bethany Mach	Effectively Using Kittens for Optimization and Usability - Jason Carmel	Getting Your Email Act Together from Strategy to Technology to Operations - Deirdre Cook	Social Media Metrics - Jason Burby	View from the CMO’s Office - Liz Miller
5:10 - 6:00	Acquisition - Terrace	Conversion - Plaza Ballroom	Retention - Walnut	Social Media Metrics - Beech	Data Driven Organization - Magnolia
	Keyword Attribution: You’re Paying for Every Click, But Which Ones Get the Credit? - Matt Bailey	CSI: Conversion Scene Investigation - June Li	Tracking the Web 2.0 of What do you have to say? - Sibel Satiroglu	Followers, Friends, and Fans: Expanding Your Online Community - Laura Lee Dooley, Jonathan Colman, Beth Kanter	Living the Analytics Dream in Corporate America - Kristen Findley
6:00 - 7:30	eMetrics Marketing Optimization Summit Reception

Wednesday, October 22 • eMetrics Marketing Optimization Summit Washington DC 2008

8:00 - 9:00	Registration and Breakfast Exhibit Hall Open to 6:15
8:00 - 9:00	Analytics Driven Email Marketing Lab sponsored by: and
9:00 - 9:50	Keynote: James G. Robinson, Director of Web Analytics, NY Times - Plaza Ballroom
9:50 - 10:20	Diamond Sponsor Presentation - Omniture - Plaza Ballroom
10:20 - 10:35	Platinum Sponsor Presentation - Lyris HQ - Plaza Ballroom
10:35 - 11:10	Break - Lower Level Foyer
11:10 - 12:00	Acquisition - Terrace	Conversion - Plaza Ballroom	Retention - Walnut	Social Media Metrics - Beech	Data Driven Organization - Magnolia
	The What, Why, Where and How of Widget Metrics - Jodi McDermott	Always Be Testing - Bryan Eisenberg	Navigating a University Website - Surely the Smartest People on the Planet Can Know Where to Click? - Vicky Brock	Making Marketing Analytics Work in a Web 2.0 World - Douglas Brooks	Optimization in the War Room — From Tactical to Strategic - Jennifer Veesenmeyer
12:00 - 1:05	Birds of a Feather Lunch - Upper Foyer, Lobby Level
1:05 - 1:55	Acquisition - Terrace	Conversion - Plaza Ballroom	Retention - Walnut	Social Media Metrics - Beech	Acquisition - Magnolia
	DIY SEM: Your Agency May Not Be the Best Resource - Gary Angel, Mark Ruzomberka, David Harrod	High Impact Data Analysis for Marketers - Jim Novo	Measuring the Success of Non-Commerce Websites - Alex Langshur	Voice of the Customer Panel - John Fernandez, Lance Jones, Mark Brooks	Behavioral Targeting Across Ad Networks and on Your Site - Anil Batra
2:00 - 2:10	Gold Sponsor Presentation - Google - Plaza Ballroom
2:10 - 3:00	Keynote: Mike Marvel, Manager of Analytics and Reporting, HomeDepot - Plaza Ballroom
3:00 - 3:15	Platinum Sponsor Presentation - WebTrends - Plaza Ballroom
3:15 - 3:25	Break - Lower Level Foyer
3:25 - 4:15	Acquisition - Terrace	Conversion - Plaza Ballroom	Retention - Walnut	Social Media Metrics - Beech	Data Driven Organization - Magnolia
	Mobile Marketing Metrics - Michael Bayle	Multivariate Testing Panel - Steve Daigneault	Online Privacy Panel - In the Eye of the Beholder - Bob Page, Alex Langshur, Alissa Cooper, Sergio Maldonado	Word of Mouth Marketing Metrics Panel - Ann Green, Sandra Ponce de Leon	10 Ways to Create a Testing Culture - Justin Cutroni, John Henson
4:20 - 5:10	Acquisition - Terrace	Conversion - Plaza Ballroom	Retention - Walnut	Social Media Metrics - Beech	Data Driven Organization - Magnolia
	Fancy Footwork With Search Marketing - a Retail Case Study at Footsmart - Adam Roe	The Online Marketing Optimization and Automation Landscape - John Lovett, Bill Gassman	Engagement and KPI’s for Those Who Don’t Sell - Maximizing Digital Assets - Seth Holladay	Web 2.0 Metrics in Today’s B2B World - Joshua Siler	And Not Or - It’s a Boolean Operation AND a Marketing Strategy - Diane Gorine
5:20 - 6:10	Keynote: Joe Megibow, VP of Customer Experience and Online Marketing, Hotels.com - Plaza Ballroom
6:10 - 7:30	Web Analytics Wednesday sponsored by: and
Exhibitor Tear Down 6:15-8:00

Thursday, October 23 • eMetrics Marketing Optimization Summit Washington DC 2008

8:00 - 9:00	Registration and Breakfast
8:00 - 9:00	Analytics Driven Email Marketing Lab sponsored by:
9:00 - 9:50	Keynote: Kim Johnston, Vice President of Global Sales and Marketing Operations, Symantec Corporation - Plaza Ballroom
9:50 - 10:00	eMetrics Passport draw – See if you are one of the lucky winners
10:00 - 11:00	Roundtable Discussion Groups - Plaza Ballroom
11:00 - 11:15	Break - Lower Level Foyer
11:15 - 12:05	Acquisition - Terrace	Conversion - Plaza Ballroom	Retention - Walnut	Social Media Metrics - Beech	Data Driven Organization - Magnolia
	Search from Now On - Mike Grehan	Using Behavior Data to Target Email - Angel Morales	Cutting Through The Noise — Applications Of Data Mining And Predictive Analytics - Neil Mason	Measuring Social Media and Video - Terry Cohen, Jon Burg	A Web Analytics Implementation Methodology — A Step by Step Methodology - Vincent Kermorgant
12:05 - 1:15	Birds of a Feather Lunch - Upper Foyer, Lobby Level
1:15 - 2:05	Acquisition - Terrace	Conversion - Plaza Ballroom	Retention - Walnut	Social Media Metrics - Beech	Data Driven Organization - Magnolia
	Serious Search - Graduate Level - John Marshall, Andrew Goodman	Public Sector Conversion: a Critical Necessity - Tim Evans	Behavioral Segmentation — More Than Just Clicks - Gary Angel	Measuring Virtual Worlds - Jim Bower, Jared Freedman, Matt Bostwick	Years of Online and Offline Integration, an American Express Case Study - Joel Hadary, Lori Connolly
2:10 - 3:00	Acquisition - Terrace	Conversion - Plaza Ballroom	Retention - Walnut	Social Media Metrics - Beech	Data Driven Organization - Magnolia
	All Your Searching Questions Answered - Pat Stroh, Mike Grehan, Vanessa Fox	Cultivating Website Conversions in a Web 2.0 world: Testing and Optimization Best Practices - Sam Ee	Artificial Intelligence for The Rest of Us - Scott Clendaniel	Mobile Analytics is Calling You - Sebastian Wenzel	How to Discover the Faces behind Your Clicks - Janet Park, Richard Rabins
3:00 - 3:30	A Few Sterne Words – Jim Sterne Summit Wrap-Up - Plaza Ballroom

Friday, October 24 • Landing Page Testing Hands On: Developing Your Action Plan - Poplar

8:00 - 8:30	Registration
8:30 - 10:30	Training Session
10:30 - 10:50	BREAK
10:50 - 12:50	Resume
12:50	End of the Workshop

Friday, October 24 • Predictive Analytics Training - Walnut

9:00 - 10:15	Training Session
10:15 - 10:30	BREAK
10:30 - 11:25	Training Session
11:25 - 11:40	BREAK
11:40 - 12:30	Training Session
12:30 - 1:30	LUNCH
1:30 - 2:30	Training Session
2:30 - 2:45	BREAK
2:45 - 3:45	Training Session
3.45 - 4:00	BREAK
4:00 - 5:00	Training Session

Saturday, October 25 • Predictive Analytics Training - Walnut

9:00 - 10:15	Training Session
10:15 - 10:30	BREAK
10:30 - 11:25	Training Session
11:25 - 11:40	BREAK
11:40 - 12:30	Training Session
12:30 - 1:30	LUNCH
1:30 - 2:45	Training Session
2:45 - 3:00	BREAK
3:00 - 4:00	Training Session

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