Chicago, June 24-27, 2012
Monday, June 25, 9:00-9:40 am
Jim Sterne, Founder, eMetrics Marketing Optimization Summit
Studying online marketing since 1993 and marketing optimization since 2000, this self-described "professional explainer" updates his Sterne Measures interpretation of where the world of marketing is headed. Jim has consistently looked over the horizon and presciently reported back. This time he tackles the data deluge, the privacy predicament, the mobility manifesto and art of analysis.
Monday, June 25, 9:50-10:10 am
Using Behavioral Intent to Drive Consumer Experiences
Ross Jenkins, SVP, Analytics, RAPP Los Angeles
Understanding the intent behind online behavior is the key to pulling value from your online data. And the ultimate intent (a purchase, an ad impression, a download) signaled by that click or series of clicks can help you vastly improve your online marketing results. A major pharma company is quantifying, measuring, and using behavioral intent as the basis for an entirely new way to digitally market their products through advanced segmentation and targeting. Ross returns by popular demand to provide a case study that shows how you can use your web data to uncover and understand intent, identify underperforming segments, and act on behavioral insights that drive both marketing and business results.
Monday, June 25, 1:30-2:00 pm
Delivering Relevant Multi-Channel Experiences to Drive Business Results. The Marketing Optimization Story at American Express
Paula Despins, Vice President, Digital Analytics, American Express
Lisa Sheth, Manager - Accenture Interactive, Accenture
As customer needs and behaviors continue to evolve and marketing channels expand and change, it’s critical for marketers to understand the offers, communication and overall experience that motivates a potential customer to act. Paula and Lisa explain how American Express partnered with Accenture to propel increased acquisition across all digital channels, delivering the right experience to the right customer at the right time. Learn how American Express used data driven exercises to identify new customer segments that can be targeted for greater relevance, as well as discover widely applicable learnings used across business units and products.
Monday, June 25, 4:45-5:10 pm
Through the Looking Glass
Elisabeth Fosslien, Arc Worldwide
With only a passing acquaintance with Twitter, only knowing Foursquare as a playground game, and assuming "CTR" was either a stock ticker or a misspelling of "CPR", Elizabeth entered the world of online marketing analytics as Alice entered Wonderland. Armed with a BA in Mathematical Economics, an internship at the White House Council of Economic Advisers and two years as a financial analyst Elisabeth fell into the rabbit hole of tags, scripts, data integration and social media. She also found fascinating data streams, statistically significant test subjects and a unique challenge helping clients of one of the world's major agencies (part of the Publicis Groupe) with relationship strategies, campaign strategy and management, acquisition / retention / loyalty programs, predictive modeling and analytics, multi-channel contact management, direct response creative, and database strategies/designs and so much more. Elizabeth shares her journey and her view of the digital marketing analytics industry. You're sure to recognize yourself along the way.
Monday, June 25, 5:10-5:30 pm
Building Data Driven Programs
Christopher Blaydon, VP/Director, Digitas Strategy and Analysis Practice
With an increase in data efficiency comes most sophisticated segmentation and retargeting. One of nation's largest multi-channel retailers implemented a technology solution that dramatically improved not just their website performance but the company's total online marketing efforts. Christopher describes how their integration platform controls data collection and distribution to provide flexibility and insight about various partner services. Buying media for a major retailer is more fun than ever.
Tuesday, June 26, 9:10-9:50 am
Speaking Truth to Power in Their Own Language
Dr. Don Schultz, Professor (Emeritus-in-Service), Integrated Marketing Communication, Northwestern University, President, Agora, Inc.
Senior management understands how social media works, but they do not understand what it means. Dr. Schultz explains how you must use the language of asset management to get them to understand why network analysis trumps linear analytics, how to profit in a world of show-flooring and how to see the marketing department as a profit center instead of a cost center. Learn to speak their language and you can get them to invest in integrated marketing analytics.
Tuesday, June 26, 1:30-2:00 pm
Social Media ROI
Chris Brogan, VP of Strategy & Analysis, Hyatt Corporation
Michael Wolfe, Senior Director, the Worth (BBDO)
Hotels are primarily a service business where success and profitability are determined by the perceived quality of that service. Increasingly, hotel success is influenced by review sites such as Hotels.com, Expedia and Trip Adviser. Chris and Michael outline how Hyatt Corporation make the most of media mix models and a new form of sentiment analysis to "monetize" the impact of customer satisfaction - via predictive modeling. Enhance your understanding of the business relevance of social media as Chris and Michael reveal their experience, insights and ideas.
Tuesday, June 26, 4:10-4:45 pm
A Few Sterne Questions
Jim Sterne, Founder, eMetrics Marketing Optimization Summit...and friends
Cerebral surfeit? Brain strain? Input overload? An embarrassment of intellectual riches? Jim does his best to make your head explode by stuffing in just one more thing with the help of some very bright individuals.