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Leveraging technology for marketing optimization
From A/B split and multivariate testing to data diving and predictive analytics, marketing by the numbers means having a good grasp of the ins and outs of data capture, data integration and data mining. Getting a handle on the technology is a must for those with their hands on the wheel and critical for those who manage technologists. Fear not; eMetrics Summit experts and practitioners use plain business language to explain how to collect data and how data from any source can be used to optimize your marketing.
Tuesday, October, 01, 11:30am – 12:10pm •Federal
Enhancing Google Enhanced Campaigns
Kim Toomey, Director of Digital Marketing, MBT Marketing
Kim looks at the best ways to integrate analytics and new data behind Google’s enhanced campaigns. Why? To maximize ROI for PPC campaigns including advanced bidding strategies (how do I adjust my bids for location, device and time of day?), scheduling site links effectively and successfully utilizing advanced conversion metrics. Along with best practices, Kim provides client case studies from a combination of B2B and B2C clients for this true nuts-and-bolts presentation.
Tuesday, October, 01, 1:30pm – 2:15pm •Federal
How to Master the Art of Dashboard Design
Jennifer Veesenmeyer, VP, Digital Analytics, Merkle Analytics
Executive dashboards are often the most high profile expression of analytics in an organization. Jennifer delivers a crash course on creating exceptional dashboards that give you much-coveted visibility with the executive team. Jennifer will compare all the top dashboard tools and a few lesser-knowns. Then she’ll share her best tips for dashboard layouts and data visualization. If you’re looking for a way to boost your digital analytics career, you won’t want to miss this session.
Tuesday, October, 01, 2:20pm – 3:00pm •Federal
Tracking SEO Success in an Age of (Not Provided)
Tyson Kirksey, Chief Operating Officer, Vertical Nerve
Measuring SEO success has become increasingly more (not provided) ever since Google first decided to (not provided) back in (not provided). Since that time, more and (not provided) queries are hidden, and SEOs everywhere are (not provided) mad. OK, you get the picture? Unfortunately, it’s only getting worse, so let’s just learn to deal with it. Very soon, encrypted search will be the norm and even getting a sniff of a raw search query will be reminisced about. Even in this environment, it is still possible to measure SEO success (and no, we’re not going back to ranking reports!). Join us as we explore savvy techniques for determining if your SEO strategy is on the way up or on the way out.
Tuesday, October, 01, 3:30pm – 4:10pm •Federal
Reducing Time to Insight
Thomas Bosilevac, Chief Insight Officer, MashableMetrics
Collecting data, cleaning it, re-formatting it, integrating it with other data, and all the rest are required before putting on the old thinking cap and coming up with brilliant insights for your organization. While all that grunt work is necessary, your value to the organization is the insights you deliver. Think data mining – they want the gold! How do you deliver more gold? Thomas delivers practical advice on taming the data deluge so you can deliver insights faster.
Wednesday, October, 02, 2:20pm – 3:05pm •Federal
Cisco Uses Big Data to Predict Sales
Joseph Puthussery, VP, Marketing, Demand Generation, Cisco
Learn how Cisco is using big data to predict sales, improve marketing effectiveness and forecast business. Cisco uses a method called ESP—Enterprise Sales Predications — to understand in advance which prospects are likely to buy, what products/services interest them, when and how much they’ll buy. Get a sneak peak at their secret sauce, and deep dive insights into how these predictions drive sales and marketing and integrate with downstream systems (CRM, SFDC, marketing automation, and CMS for targeting and personalization).
Wednesday, October, 02, 3:30pm – 4:15pm •Federal
Behavioral Marketing from the Trenches
Angel Morales, Founder, Chief Innovation Officer, SmarterRemarketer, LLC
Angel digs deep into the technology and the techniques that are re-defining and re-invigorating your relationships with your retail visitors and customers. From the basics of abandonment to the use of behavioral data to predict attrition and measure engagement (hint, it has nothing to do with time on site or page views), Angel dives into both automated and manual examples, shares real success metrics and discusses how behavioral data can unify your marketing channels for consistent (and intelligent) promotional messaging.