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WAW Reception

Agenda At A Glance:
eMetrics Marketing Optimization Summit

Boston, September 30-October 4, 2012

Sunday, September 30 - Workshops

9:00-4:30	DAA Base Camp: Introduction to Web Analytics 101 - full day • June Li, ClickInsight
9:00-4:30	Road Map to Online Analytics Success • Stéphane Hamel, Cardinal Path

Monday, October 1

7:30-9:00	Registration & Breakfast
9:00-10:00	Keynote Sterne Measures • Jim Sterne, eMetrics Marketing Optimization Summit
10:00-10:30	DIAMOND SPONSOR PRESENTATION Managing Forward: Analytics For Today’s Multi-Channel, Multi-Device Consumer • Eric Feinberg, ForeSee
10:30-11:00	BREAK / EXHIBITS
11:00-11:30	Keynote Analytics Finds Sweet Spot for Social in the Marketing Mix • Pat LaPointe, Americas, MarketShare
11:30-11:45	PLATINUM SPONSOR PRESENTATION Make the Web Work for You: Effective Marketing in the Age of Data • Laura Holmes, Google
11:45-12:15	MARKETING LAB Digital Analytics Acceleration at NBC Sports • David Millrod, Insight Rocket • Mark Ruzomberka, Comcast SportsNet
12:15-1:30	LUNCH
12:25-1:15	LUNCH & LEARN SESSION Using new Google Technologies for Marketing Success • Rachel Witalec, Google
Tracks	Metrics Management Moderator: Eric Feinberg	Deep Data Diving Moderator: Brian Thopsey	Social Media Metrics Moderator: John Lovett	Mobile Marketing Metrics Moderator: Greg Dowling
1:30-2:10	Optimize Your Optimization Program • Bill Bruno, Stratigent	Best Practices with Optimization in the Offline World • Brian Hawkins, Web Analytics Demystified	Social Media Analysis: From Strategy to Best Practices • Bill Gassman, Gartner, Inc. • Carol Rozwell, Gartner, Inc.	Getting S.M.A.R.T. with Mobile Apps • Greg Dowling, Semphonic
Tracks	Metrics Management Moderator: Eric Feinberg	Deep Data Diving Moderator: Brian Thopsey	Social Media Metrics Moderator: John Lovett	Mobile Marketing Metrics Moderator: Greg Dowling
2:15-2:55	Measuring Your Organization's Web Analytics Maturity • Stéphane Hamel, Cardinal Path	Scorecarding from Verbatims, a Case Study • Paul Legutko, Semphonic	Social Media Metrics Secrets • John Lovett, Web Analytics Demystified	Mobile Search Tactics • Rachel Pasqua, iCrossing/Hearst
2:55-3:20	BREAK/EXHIBITS
3:20-3:50	Keynote Data as a Platform: Multi-Channel Business Performance Analysis at Travelocity • Satnam Singh, Travelocity
3:50-4:40	VENDOR ELEVATOR PITCHES
4:40-5:10	BREAK / EXHIBITS
Tracks	Metrics Management Moderator: Eric Feinberg	Deep Data Diving Moderator: Brian Thopsey	Social Media Metrics Moderator: John Lovett	Mobile Marketing Metrics Moderator: Greg Dowling
5:10-5:50	Analytics Adoption in Real Life • Betsey Childress, Intel • Leigh Ann Evans, The Nature Conservancy • Phil Kemelor, Semphonic • Kris Groulx, KPMG	Key Performance Indicators for Big Data • Scot Wheeler, Critical Mass	Unstructured Social Media Big Data Analytics: Quantifying Brand Activation and Loyalty • Kimberly Chulis, Core Analytics, LLC and Game Loyalty	Big Data Comes to Mobile - a Loyalty Card Perspective • Andy Miller, Constant Contact
5:50-7:30	WEB ANALYTICS WEDNESDAY

Tuesday, October 2

8:00-9:00	Registration & Breakfast
9:00-9:10	Welcome
9:10-9:50	Keynote Multi-Tiered Complex Ecommerce Optimization • Balaji Ram, Walmart.com
9:50-10:30	BREAK / EXHIBITS
Tracks	Driving Traffic Moderator: Jodi McDermott	Career Optimization Moderator: Jennifer Veesenmeyer	Social Media Metrics Moderator: Krista Seiden	Mobile Marketing Metrics Moderator: Greg Dowling
10:30-11:10	Inside Agency Analytics: What a Client Needs to Know • Alex Langshur, Cardinal Path • Nasser Sahlool, DAC Group • Elizabeth Brady, EWB Analytics • Leon Barsoumian, Media Contacts	We're Hiring! But Whom? • Shari Cleary, Viacom Entertainment Group • Corry Prohens, IQ Workforce	Building a Measurement Organization for the Big Data World • Susan Etlinger, Altimeter Group	Mobile App Optimization - Going Beyond the Download • TJ Leonard, Nuance Communications
11:10-11:50	Keynote The Myth of Viral Video • Michael Parker, Symantec Corporation
Tracks	Driving Traffic Moderator: Jodi McDermott	Career Optimization Moderator: Jennifer Veesenmeyer	Social Media Metrics Moderator: Krista Seiden	Mobile Marketing Metrics Moderator: Greg Dowling
11:50-12:30	The Evolution of an Attribution Resolution • Jim Novo, The Drilling Down Project	From Grasshopper to Digital Analytics Master • Michele Kiss, Grand Circle Corporation • Elizabeth Smalls, Abercrombie & Fitch • Anne Cable, Dell		Big Data Analytics for Mobile/Social Game Monetization • Kimberly Chulis, Core Analytics, LLC and Game Loyalty
12:30-1:30	LUNCH / DAA INDUSTRY MEETING
1:30-2:00	Keynote Socially Adept - Getting Down to Business • Gary Angel, Semphonic • John Lovett, Web Analytics Demystified • Eric Swayne, M/A/R/C Research
2:00-3:00	ROUNDTABLE DISCUSSIONS - TOP 5 PROBLEMS TWEETED
3:00-3:45	BREAK/EXHIBITS
Tracks	Driving Traffic Moderator: Jodi McDermott	Career Optimization Moderator: Jennifer Veesenmeyer	Social Media Metrics Moderator: Krista Seiden	Mobile Marketing Metrics Moderator: Greg Dowling
3:45-4:30	Making Measurement Make Sense: In The Real World • Terry Cohen, Digitas • Jodi McDermott, Comscore, Inc. & Digital Analytics Association • Bruce Rogers, Forbes • Grace Liau, Vivaki	What Makes a Successful Analytics Consultant? • Hila Strong, Keystone Solutions • Rachael Gerson, Seer Interactive • Jennifer Veesenmeyer, Merkle Analytics	The Community Manager's Best Friend: You and Twitter & Facebook Analytics •Tim Wilson, Resource Interactive	Mobile Media Measurement - a Media Company Perspective •Blandon Casenave, NBC Universal •James Czekalski, Viacom •Tom Ward, Financial Times
4:35-5:15	Keynote Embrace Data, Change the World • Beth Kanter, Beth's Blog • Katie Delahaye Paine, KDPaine & Partners
6:00-9:00	DAA Event

Wednesday, October 3

8:00-9:00	Registration & Breakfast
9:00-9:10	Welcome
9:10-9:50	Keynote Marketing Mix Modeling in the Age of Attribution Headaches Dr. Craig Stacey, NYU Stern’s Center for Measurable Marketing
9:50-10:05	eMetrics Tweet Storm
Tracks	Search Optimization Moderator: Rachael Gerson	Customer Experience Optimization Moderator: Andrew Janis	Optimization In Practice Moderator: Feras Alhlou
10:05-10:45	Identifying Your Key Keywords • Barbara Coll, Webmama.com Inc.	Data Driven Personalization • Mark Ryan, Extractable	Reducing Time to Insight •Thomas Bosilevac, Digitaria
10:45-11:15	BREAK
Tracks	Search Optimization Moderator: Rachael Gerson	Customer Experience Optimization Moderator: Andrew Janis	Optimization In Practice Moderator: Feras Alhlou
11:15-12:00	Advanced PPC Bidding Techniques Using Big Data • Jeff Ferguson, Fang Digital Marketing	Finding Optimization Opportunities by Cheating on my Web Analytics Vendor • Hila Strong, Keystone Solutions	Building Cultures of Digital Analysis and Optimization •Chris Johannessen, TPG Direct | Omnicom DAS
12:00-1:00	LUNCH
Tracks	Search Optimization Moderator: Rachael Gerson	Customer Experience Optimization Moderator: Andrew Janis	Optimization In Practice Moderator: Feras Alhlou
1:00-1:40	Measuring Your SEO Traffic is Not Enough • Amanda Watlington, Ph.D., APR, Searching for Profit	Theory, Thinking, and Data: Great Customer Experience Decisions at adidas • Adamya Ashk, adidas Group • Scott Zakrajsek, adidas Group	The Most Undervalued Analytics Tool - Communication • Michele Kiss, Grand Circle Corporation
1:45-2:00	BREAK
2:00-2:40	Keynote From the Dance Floor to the Raised Floor Project Management Secrets of a Ballroom Dance Instructor • Howard Smallowitz, IBM Watson Solutions
2:40-3:10	Keynote A Few Sterne Questions • Jim Sterne, eMetrics...and friends

Thursday, October 4 - Workshops

9:00-4:30	Adobe SiteCatalyst "Top Gun" Training - full day • Adam Greco, Web Analytics Demystified
9:00-4:30	DAA Base Camp: Applying Web Analytics 102 - full day • Jim Novo, The Drilling Down Project
9:00-4:30	Pimp Your Reports • Patricia Kendall, Sr. Consultant, Stratigent