Mar 18-21, 2013
San Francisco
April 14-18, 2013
June 10-13, 2013
Sept 29-Oct 3, 2013
Oct 14-15, 2013
Oct 23-24, 2013
Nov 4.-5, 2013

eMetrics Marketing Optimization Summit
Washington DC, October 21-23, 2008

Retention Track - Walnut

Industry Experts take you to the next level

R01 Tuesday, 11:10 - 12:00
Optimize Site Content Based on a Novel Source: Your Site Visitors!

Chris Murdough, Mullen

We all launch new Web sites and/or redesign them either iteratively through test-and-learn or via an entire experience overhaul. Typically, a site's information architecture and/or content organization is exclusively based on editorial intuition and publishing system constraints. Learn how a regional media Web site utilized a traditional offline research method employed by retailers in card sorting to give site visitors a seat at the decision table. By incorporating direct input from the intended target audience, this media company positioned itself for success when the new initiative gets launched.

R02 Tuesday, 1:05 - 1:55
Many Metrics Save The Day: Case Study

Susan Fariss, American Chemical Society

Which metrics are best in a crisis? Different data reveal different parts of the puzzle and it takes a seasoned analyst to piece it all together. In October, 2006 converted its content model from a directory-site to a subject-specific search-based site, The result? The site’s American Customer Satisfaction Index (ACSI) score dropped from 75, on a 100 point scale, to 63 within six-months. Susan will explain how used a variety of metrics including site search analysis, web analytics, and usability studies to diagnose the problem and recover their customer satisfaction ratings.

R03 Tuesday, 4:20 - 5:05
Getting Your Email Act Together from Strategy to Technology to Operations

Deirdre Cook, Avenue A | Razorfish

Theory is fascinating and inspirational, but there's no replacement for real-world experience. This session looks at the ins and outs of getting an email marketing program headed in the right direction, getting the infrastructure built and getting the organization to buy in, build on and take advantage of a formal, measured approach to email marketing.

R04 Tuesday, 5:10 - 6:00
Tracking the Web 2.0 of What do you have to say?

Sibel Satiroglu, Interactive Marketing, Hewlett Packard

“What do you have to say?” is the HP Imaging & Printing Group’s global, integrated campaign to engage customers in the Print 2.0 revolution. IPG Interactive Marketing developed a web metrics framework to track and measure the “conversation of printing” across all regions and segments — enterprise, graphic arts, SMB, consumer and social media. This session will provide an overview of the metrics framework (tools utilized and metrics tracked) and focus on key learnings gained through the process (for the optimization of media and interactive experience).

R05 Wednesday, 11:10 - 12:00
Navigating a University Website - Surely the Smartest People on the Planet Can Know Where to Click?

Vicky Brock, Highland Business Research

Vicky walks us through how a top university identified its different segments of prospective graduate students and in the process discovered how they really use the website. Practical user testing, combined with web analytics and direct surveying of website users helped distinguish the "choosers" from the "chasers" and the "surrogates" from the "transactors". It also uncovered that high value prospective graduate students navigate the site completely differently to how the organization had assumed - a fact with big business implications. Discover why user testing with your target market is a must and learn how to undertake segmentation based on real user behavior, not internal assumptions.

R06 Wednesday, 1:05 - 1:55
Measuring the Success of Non-Commerce Websites

Alex Langshur, PublicInsite

Foundations, non-profits, the public sector and academic institutions have all made significant investments in their online communications. But what constitutes success and how do you measure the impact of your website when sales aren't the goal? And how do you convince management of the need to invest more in the web when metrics like shopping cart conversion don't apply? Alex will look at some of the leading innovations for measuring success of non-commerce sites.

R07 Wednesday, 3:25 - 4:15
Online Privacy Panel - In the Eye of the Beholder

Alissa Cooper, Center for Democracy and Technology
Bob Page, Yahoo!
Alex Langshur, PublicInsite
Sergio Maldonado, MV Consultoria

Privacy is getting more attention as web metrics become more valuable. If we don’t get it right, the government will get it wrong. The EU is already talking about declaring IP addresses as personally identified information. Does your privacy policy include guidance on cookies and behavioral targeting? Are you ready for the government to tell you how to manage your dynamic content delivery systems? Are your customers pulling you in three directions at once regarding their data? It’s moral, technical, political, and personal. It’s food for thought.

R08 Wednesday, 4:20 - 5:10
Engagement and KPI's for Those Who Don't Sell - Maximizing Digital Assets

Seth Holladay, Rodale (,, and more)

Find out how the world's #1 source for health, fitness and wellness content created a data-driven web culture to ensure that its digital assets reap the highest yields. You'll learn how to set strategic objectives for your website with associated metrics, and how to set up an internal process to make sure others in your company have access to the actionable data they need to meet those objectives. Discover how Rodale creates reports for nine magazine brands, with fine-tuned attention to each internal client. Seth Holladay, will talk about how to teach your most important clients to help themselves. By choosing the right KPIs, prioritizing on high impact traffic sources, quantifying results and continually iterating in a closed loop system, Rodale has dramatically increased profits.

R09 Thursday, 11:15 - 12:05
Cutting Through The Noise — Applications Of Data Mining And Predictive Analytics

Neil Mason, Applied Insights

Traditional querying and reporting analysis techniques can only take you so far in your quest to understand visitor behavior on your websites. Sometimes there is just too much data, too much noise, to be able to see the forest for the trees. After all that slicing and dicing it may be time to move on to using other tools in the analytical toolbox. In this presentation Neil will look at the use of a range of data mining and predictive analytical techniques to get to grips with issues like visitor segmentation and understanding customers’ propensity to purchase. In this presentation Neil will look at how you can use data mining and predictive analytical techniques to get to grips with issues like visitor segmentation and understanding customers’ propensity to purchase. Its where business meets math.

R10 Thursday, 1:15 - 2:05
Behavioral Segmentation- More Than Just Clicks

Gary Angel, Semphonic

Visitor Segmentation based on demographic and psychographic variables has been mainstay of marketing analytics for the past twenty years. But online businesses have had a difficult time taking full advantage since the variables used to produce them can't easily be mapped to a behavioral palate. Behavioral Segmentation techniques for online data can produce the sort of rich customer profiles that marketers crave - especially when combined with Voice of Customer data. Enterprise web analytic packages don't have the necessary analytic tools and the types of variables and aggregations that will produce interesting segmentations. Gary will walk you through the process of doing behavioral segmentations integrated with VOC data. He'll describe some of the data pre-processing techniques for building these segmentations and show some examples of how behavioral segmentations can be used and described.

R11 Thursday, 2:10 - 3:00
Artificial Intelligence for The Rest of Us

Scott Clendaniel, Analytics-Edge

Artificial Intelligence and Data Mining can regularly improve response rates by 40% for marketing initiatives. However, most of us are warned that these technologies are either prohibitively expensive, impossibly difficult to understand, or surprisingly easy to fail at. What's an eMarketer to do? Finally, here’s your answer: Artificial Intelligence For The Rest of Us. Industry consultant Scott Clendaniel will show several quick and easy ways to start an Artificial Intelligence on a shoestring budget, under daunting deadlines, and with surprisingly safe results.


Digital Analytics Association
WAA Base Camp™ Workshops
Toronto, April 23-24, 2012
Chicago, June 24-27, 2012



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