eMetrics Web Boston

eMetrics WebOptimizing the web experience


A good customer experience is hard to define but you know it when you see it. It’s your job to understand what it’s like trying to do business with your organization. Now that the pressure is on, you need to get your data to reveal insights faster than ever. You need to communicate the insights you’ve dug out of that data to those who might use it to make valuable decisions. Sage advice, mistakes to avoid and tips and lessons learned ensure a solid understanding of how to get the most out of web analytics on a day to day basis.

Moderators: Todd Belcher, Digital Analytics Manager, Putnam Investments
Rachel Pasqua, Strategist, Author and Co-Founder, Token Digital

Monday, September, 30, 10:40am – 11:20am •Federal

How I Grew From a One Man Band to a Chamber Orchestra

Lisa Romao, Web Analyst, Save the Children

Lisa Romao

Everybody today has too much to do and too few resources to do it. How do you get the most out of the least? Smart people and free tools. Lisa shares her secrets as an Analyst for a global nonprofit organization that philosophically embraced analytics on a shoestring budget and then, gradually, allowed Lisa to grow her team. From the a one-man-band responsible for re-implementations on the fly and developing multi-channel attribution tagging strategies, Lisa’s team is mining mountains of social media and web data and fast-tracking actionable insights. Learn how to find the potential for significant improvement when your staff is lean, your tools are cost-free, and your team is small but extremely agile – and why volunteers are your very best friends.
BONUS: CLICK + YOU = My Presentation!

Monday, September, 30, 1:30pm – 2:15pm •Federal

Optimizing the Customer Experience

Andy Fisher, Chief Analytics Officer, Merkle

Andy Fisher

A good customer experience is much like obscenity – it’s hard to define but you know it when you see it. 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? Now that the pressure is on, you need to get your data to reveal insights faster than ever. You need to communicate the insights you’ve dug out of that data to those who might use it to make valuable decisions. Sage advice, mistakes to avoid and tips and tricks for ensuring a solid understanding of what customer analytics is like in a multichannel ecosystem on a day to day basis.

Monday, September, 30, 2:20pm – 3:05pm •Federal

Establishing an Analytics Framework and a Data-Driven Culture

Feras Alhlou, President & Principal Consultant, E-Nor

Feras Alhlou

As analytics requires more and more moving parts and more people, a framework is required to help everybody understand their roles in the process of generating insights. But a cultural change is necessary as well. Feras showcases how a Fortune 500 company created a measurement-driven culture when big data is thrown into the mix. He shares how they to embraced analytics as a culture and accomplished goals with limited resources and lack of education.

Monday, September, 30, 3:30pm – 4:15pm •Federal

Developing an Effective Conversion Optimization Strategy

Chris Goward, Co-Founder & CEO, WiderFunnel Marketing

Chris Goward

The old saying goes that if you want to increase conversion rates, stop advertising and then only buyers will come to your website. While that may be true, it is also true that improving your conversion rate is really improving the customer experience on your site – with monetary proof. Chris takes conversion optimization seriously and shows how to develop an effective strategy for conversions, how to determine the efficacy of your advertising efforts and conversion’s correlation to lead generation and overall revenue. You know conversion rates and optimization are critical in today’s digital marketplace – come learn the advanced tactics that effectively increase conversion rates on landing pages.

Wednesday, October, 02, 10:20am – 11:10am •Federal

How to Make Predictive Optimization Work for Your Business

James Niehaus, VP of Digital Analytics & Strategy, Ensighten

James Niehaus

There is a lot of talk in the industry about personalization, machine learning, modeling, and predictive analytics but it’s not as easy as hiring a data scientist or buying a fancy new tool. Implementing a predictive analytics practice is only the first step in the process. The hardest and most important part is actually taking action on insights in real time. James delivers lessons from rapidly scaling predictive optimization across a global eCommerce business. Learn what worked, what didn’t work, and what to look out for from the people, the process and the tools.

Wednesday, October, 02, 11:15am – 12:00pm •Federal

Maintaining Sanity, Measurement and Visibility Through Redesign

Barbara Coll, CEO, Webmama.com Inc.

Barbara Coll

Redesigns, like death and taxes can only be ignored for so long. When your time comes, how do you prepare and then interpret the resulting value of redesign efforts? What will be the effects on organic search visibility and resulting traffic? Will you be able to compare apples to apples or will other fruit enter into the picture? Barbara, who has helped countless clients preserve their search mojo during a redesign delivers advice on what to measure to prove your success and what to ignore to maintain your sanity. BONUS: Walk away with the top 10 search/metrics-related things to do when redesigning a site.

Wednesday, October, 02, 1:30pm – 2:15pm •Federal

Attribution – Credit Where Credit is Due

Woody Meachum, Director, Digital Strategy, OMD
Jim Novo, Owner, The Drilling Down Project

Woody MeachumJim Novo

With an overwhelming number of touchpoints, most of which are out of your control, building an acceptable attribution model is the biggest challenge – and holds the biggest promise – of marketing mix management. But how do you reconcile claimed “success” across different channels and platforms when each is using different metrics? Assumptions must be trusted by everybody in advertising and a universal approach is needed to define value creation and sort out the contribution of different marketing channels. Woody and Jim describe how to expose the true drivers of success with a meal plan recipe for a digital analytics feast, an appetizer of analytical culture, a main course of data quality, a side dish of standardized measurement, and a dessert of formal testing. Learn how to optimize the entire customer experience as you strive to improve the individual dishes. You too can create results where the politics are thick, the calculations breathtaking and the results applauded.