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Customer Experience Optimization

Boston, September 30-Oct 4, 2012

Building a customer experience is one thing, having a customer experience is almost the opposite. It's our job to understand what it's like trying to do business with our organizations. How hard is it to find the information that's needed, when it's needed? How difficult is it to listen and then communicate learnings within the organization? This is where search results are informative, testing is useful and understanding a customer's multichannel engagement is critical.

Moderator: Andrew Janis, Senior Marketing Consultant, Evantage

Wednesday, October 3

Customer Experience 1
Data Driven Personalization

Mark Ryan, Founder, Extractable
Having the data is a start. Understanding the data is a necessity. But it's what you do with it that makes the difference. Mark focuses on cutting edge sites that are using integrated analytics from multiple sources to improve customer conversion. See examples of personalization that improves conversion and retention by utilizing web analytics, email marketing metrics, ad network demographics, social engagement and more.

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Customer Experience 2
Finding Optimization Opportunities by Cheating on my Web Analytics Vendor

Hila Strong, Director, Digital Intelligence, Keystone Solutions
Find out how to come up with simple optimization ideas that make a real impact. In this "rapid-fire" style session, you will see examples of how Hila quickly finds gems in any business and goes directly to the gold nuggets of optimization opportunities. Hila shares her "secret weapon" tool they use for identifying the best places to optimize a site (and no, this is not a web analytics tool at all). You will walk away full of ideas and anxious to try the same approach yourself. And yes, Hila will also give you something to take back, so you can try this "secret weapons" for yourself. This is a session you do not want to miss.

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Theory, Thinking, and Data: Great Customer Experience Decisions at adidas

Adamya Ashk,Head of User Experience & Analytics, adidas Group
Scott Zakrajsek, Global Web Analytics Manager, adidas Group
The adidas customer experience team philosophy has evolved over many years of sifting through the cacophony of data available to today’s marketers. Adamya and Scott explain this now inherent and internalized methodology which is equal parts science and art. Learn how the plethora of data coming in from adidas’ high traffic sites is used effectively to make great business decisions. Find out how adidas looks at all sources including analytics, usability testing, VOC, session recordings, and more. How do you how to make the best (and right) customer experience decisions over and over again? This is how adidas does it.

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