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Agenda: eMetrics Marketing Optimization Summit
Sessions, Meetings and Workshops

London UK, 17-19 May 2009

Agenda | Schedule at a Glance | Speakers

Moderators

TRACK A - Monday 18th - Introduction to Optimisation - Helen Birch

TRACK B - Monday 18th - Analytics in Action - Guy Baxter

TRACK C - Tuesday 19th - Analytics outside the box - David Bomphrey

TRACK D - Tuesday 19th - What's coming next - Sven Krause

Monday 18th May

8:00 - 9:00 Registration & Breakfast

9:00 - 9:15

Welcome: Jim Sterne, eMetrics

9:15 - 10:00 Keynote 1

“I am not a number!”

Neil Mason, Foviance

It’s easy to forget in this digital age that they are real live human beings out there. They are not just a cookie ID or a customer number. In this presentation Neil explores the concept of customer centricity in today’s multi-channel world. He takes a look at the opportunities and challenges faced by organisations as they move towards delivering better and more integrated customer experiences and he examines the role of analysis and insights in that quest.

10:00 - 10:30 Sponsor Presentation: Foresee Results

Accelerated Darwinism: Evolution in Internet Time

Eric Head, Director of Business Development, ForeSee Results

Have you metrics kept up with the lightning-quick pace of online evolution during a recession? Eric Head, Development Director, for ForeSee Results, will discuss how tough economic times have made the web and ultra-competitive environment where only the strong will survive. The right combination of metrics will position your business to thrive if you know where and how to use them.

10:30 - 11:00 Break/Exhibits

11:00 - 12:00 Keynote 2

Marketing Performance Accountability: Making Marketing Make Dollars and Sense (or Pounds and Pence)

Jukka Kamarainen, Airmiles
Greg Moseley, RBS Insurance
Jonny Freeman, Honda UK

Web analytics has brought website optimization to light, but serious marketing executives have been serious about measuring the effectiveness and efficiency of their marketing for years. Join this impressive lineup of professionals who have embraced data driven marketing. Moderated by Jim Sterne, founder of the eMetrics Marketing Optimization Summit and Chairman of the Web Analytics Association.

12:00 - 12:50

Roundtable Discussion: Moving up the Maturity Model

Web analytics and marketing optimization follow a common path at each organisation. How far along is your organisation and what positive steps can you take to get to the next level?

Reporting: We have weekly or monthly reports indicating the number of people who see our site, the amount of time they spend there, the number of pages they see. We keep an eye out for changes that indicate problems with our website.
Benchmarking: We use our reports to watch trends over time and to compare the progress of different content areas within our company. When we are able to find figures about other companies, we compare our numbers to see if we are within an acceptable range for our industry.
Site Optimization: We focus on specific visitor activities and test alternatives to see what works better. We engage in A/B split testing and multivariate testing in a program of continuous, incremental improvements.
Dynamic Promotions: We serve unique content to each visitor who exhibits specific behaviour in order to automate our marketing. We are correlating visitor source (search, banner, link, etc.) with onsite behaviour (content of interest, recency and frequency) as well as past purchases to inform our dynamic content servers.
Hearts and Minds: We consider how behaviour on our website might indicate changes in consumer attitude. We watch for signs of messaging fatigue, customer segmentation shifts and the impact of competitive promotions on our target audience. We use behaviour on our website to reveal the impact of our offline marketing expenditures.

1:00 - 2:15 Birds of a Feather Lunch

Acquisition
Conversion
Social Media
Managing Metrics
Consultants

2:15 - 3:00 - Delegates may choose to attend either session at this time

Session A1

Search Marketing Analytics

Dave Chaffey, Marketing Insights Ltd.

Search remains the most powerful source of qualified traffic to your website. When paying per click or optimising your natural search through Search Engine Optimisation (SEO), you must be able to analyse and refine the way SEO and PPC search integrate to get the best results. Dave will delve into the art, the science and the computations involved in getting the most – and the best – clicks from your search marketing.

Session B1

Practical Analytics Implementation Panel

Brian Clifton, Omega Digital Media
Miles Bennett, TargetStone
Annette Leeke, LV

Campaign optimisation, landing page optimisation, conversion optimisation - it all sounds wonderful. But getting an analytics program implemented in any organisation takes technical skill, cross-functional teams and political capital. Join our panellists, who have years of hands-on experience, delineate the dozens of things you need to know before you jump in with both feet.

3:00 - 3:30 Break/Exhibits

3:30 - 4:25 Keynote 3

Content is King - the King is Accountable

Lucy Dos Santos, Consumer, EMEA, Dell

Search engines love content. Customers demand content. But creating, updating and making content accessible comes at a price. What are the business case criteria for more pages, more services and more applications on a website? How do you calculate the value of more or less content? Lucy will outline the cost side of the equation and then reveal how Dell assesses online success.

4:30 - 5:15 - Delegates may choose to attend either session at this time

Session A2

Conversion Optimisation

Matthew Tod, Logan Tod

Getting them to your website is only the beginning. Getting them interested and engaged is a challenge. But the payoff doesn’t happen until those visitors register, subscribe, pledge, post, purchase or participate. From targeting the right audience to providing the right amount of information on your website - from persuasion engineering to creating just the right call to action, there are many ways to impact the percent of visitors who actually do what you want. In this session Matthew will take you through the process of conversion optimisation for those who have data and now want to know how to get real value from it. His presentation will cover:

How to establish the nature of the visitors to your site; the fundamental factors you need to establish and communicate before you get started on site optimisation
Tactical tools to aid ecommerce managers day to day in improving results
Initial optimisation analysis; establishing the customer journeys that matter to the business, configuring the analytics tools and preparing the initial results.
Practical segmentation to take your analysis to the next level and integrating the results with other techniques like usability and surveys.
Driving action within your organisation through ROI calculations, communication and clear visualisations

Session B2

The Art of Analysis

Angela Hill, ZAAZ

The tools and the data are plentiful. Getting actionable insights out of those tools and data is another matter. How does one go about sifting through a database of customer orders? How does one approach six months of online behavioural data? What can you do with a compilation of customer comments or an anthology of public ratings? Angela steps through the thought process necessary to sift, sort and search in order to derive valuable business hypotheses that can be accurately tested.

5:20 - 6:00 - Delegates may choose to attend either session at this time

Session A3

Understanding Visitor Behaviour when your Visitors are not Shoppers

Vicky Brock, Highland Business Research and WAA Director

Vicky addresses two dilemmas when you don’t sell online; Trying to understand why visitors come to your site and how well you’re meeting their needs. This case study-based session looks at how education and public sector sites can integrate user testing and survey data with web analytics — to really understand the who, how, what and why of visitor behaviour.

Session B3

Multivariate Testing Best Practices

Dr. Martin Armstrong, koodos
Craig Sullivan, Belron

Multivariate testing not only shows which combination of elements generate more sales or pull more leads, but it reveals which individual elements influence visitor behavior. Martin shares his years of experience and discusses tips, tricks, traps and best practices for testing ads, landing pages and persuasion processes. What to keep in mind and what to avoid. When multivariate testing is too much and when it’s just right.

6:00 - 7:00

WAW Reception (Open)

7:00 - 8:00

Vendor Variety Hour (Open)

Our esteemed sponsors will briefly introduce themselves and then subject themselves to an open round of Q&A from you – the audience. Questions previously posed in similar sessions included. “Where is this industry headed in 5 years?” and “If your product did not exist, which you would buy?” Always engaging – especially after a pint.

Tuesday, 19 May

8.00 - 9.00 Registration & Breakfast

9:00 - 9:45 Keynote 4

Going Social at L’Oréal

Georges-Edouard Dias, L’Oréal
Anthony Lesueur, Media Innovation & Measurement

Social networks offer novel segmentation approaches for market research, notably on the social web. Indeed, linking patterns between opinionated websites truly reveal the existence of online communities. Hence, traditional sociodemographics (employment, age, gender, ethnicity, location) or behavioural segmentation (consumption habits, cultural habits, etc.) may be complemented by novel and refined segmentation methods. Georges-Edouard and Anthony present L’Oréal brands case studies, detailing the way brand equity or the efficiency of marketing campaigns can be analysed on the social web. They will also delve into how brands garner insights for better engaging their audience online and better devising their overall marketing and media campaigns.

9:45 - 10:15 Sponsor Presentation: Autonomy Optimost

Meaning Based Marketing: The Next Generation in Online Optimization

Greg Kelton, Managing Director EMEA, Autonomy Optimost

The ability to effectively engage and convert customers as well as retain their attention over time is determined by the ability to listen to them, understand their true intent, and respond appropriately with an engaging experience that matches the goals of your business. In this session, you will learn how Autonomy Optimost, a cornerstone of Autonomy's Meaning Based Marketing paradigm, uniquely blends multivariable experimentation with deep online information analysis, content targeting, and automated clustering to discover new segments of customers and the content that moves them to take action, driving continuous gains in online business performance.

10:15 - 10:45 Break/Exhibits

10:45 - 11:40 - Delegates may choose to attend either session at this time

Session C1

The Future of Search

Mike Grehan, Acronym Media

It’s the end of search as we know it and Mike is here to spell out what happens next. On the leading edge of the online search market since its start, Mike is provocative. Mike is funny. Mike is passionate. Mike knows how the search engines work from the inside. Mike shares what he sees in his crystal ball.

Session D1

Emergent Metrics: Social Media

Matthew Yeomans, RadarDDB UK

Do you know if the blogs, the social networks and other media sharing sites are talking about your brand, your products or the issues that matter to you? How do you factor them into your web strategy and, more broadly, into your organization's strategy? What are the tools, methodologies and practices you can put in place to get your organization up to speed? What are the barriers you must overcome? What are some of the indicators you must pay attention to?

11:45 - 12:40 - Delegates may choose to attend either session at this time

Session C2

Who Are Our Customers?

Bryan Tookey, Ask UK

As Director of Operations at Ask UK, Bryan’s first question was, Who are our customers? In order to improve the online customer experience he needed to get to know Ask’s users. Bryan outlines his journey of discovery beginning last Summer when he was handed the reins. He describes the variety of tools at hand, delineates the seemingly over-abundance of data at his disposal and recounts the breakdowns and breakthroughs along the way. Learn how Ask uses online behaviour data, attitudinal survey data and content consumption to paint a picture, build a profile and start segmenting.

Session D2

Multinational Metrics Panel

Aurélie Pols, Web Analytics Demystified
Steve Jackson, Trainers House
Oliver Schiffers, Sapient

Measuring the success of a website is a challenge. Measuring across multiple websites is even more so. What happens when you have to create multiple sites for multiple countries? Our panel of seasoned experts discusses where companies need to invest in process and technologies to manage a wide ranging combination of servers, messages and cultures.

12:40 - 2:00 Birds of a Feather Lunch/Exhibits

2:00 - 2:45 Session C3

Conversion Clinic: Making Your Landing Pages “Recession Proof”

Karl Blanks, Conversion Rate Experts

Here’s your chance to have your webpages analyzed and critiqued by Dr Karl Blanks from the Conversion Rate Experts team. Three years ago, Karl tripled the size of a web business (to $9.1 million) in an industry that was in severe recession. The same techniques can – and should – be applied to your business. During this session, Karl will critique your webpages, giving direct suggestions as to what should be done to improve their conversion rate, and giving you loads of valuable techniques that you can immediately put to use on your own website. If you’d like your landing pages to be critiqued during the session, email their URLs to , along with as much background information as possible about their visitors, performance, goals and problems.

Session D3

Email Clinic: From Deliverability to Readability to Clickability

Chris Combemale, Emailvision

If email is your stock in trade, then the Email Clinic is your best choice this hour. Bring in your email ideas, campaigns or the messages themselves and listen as email marketing maven Chris Combemale waxes rhapsodic about their deliverability openability, clickability and general goodness. Realize the obvious quick-fixes, learn the tried and true immutable laws and understand the underlying philosophy that allows so many to make so much of such an unassuming method of customer communication.

2:45 - 3:15 Break/Exhibits

3:15 - 4:00 Keynote 5

Gleaning Meaning from Data

Howard King, Yell

Yell has more data than the Queen. Howard has his finger on the
pulse of Yell’s data warehousing and business intelligence and shares how he
goes about deriving actionable insights from it.

4:00 - 5:00 Industry Experts Panel Discussion

Karl Blanks, Conversion Rate Experts
Vicky Brock, Highland Business Research
Oliver Schiffers, Sapient
Steve Jackson, Trainers House
Craig Sullivan

What Did the Experts Learn at the eMetrics Marketing Optimization Summit?

Join the leading figures in the marketing optimization marketplace
as they express their delight of, astonishment by and concerns about what
they've learned in the past two days. We'll see if they are all on the same
wavelength and you'll get one more chance to ask them the tough questions.