Mar 18-21, 2013
San Francisco
April 14-18, 2013
June 10-13, 2013
Sept 29-Oct 3, 2013
Oct 14-15, 2013
Oct 23-24, 2013
Nov 4.-5, 2013

eMetrics Marketing Optimization Summit

London UK, 18-19 May 2009

Agenda | Schedule at a Glance | Speakers

Dr Martin Armstrong, CTO and COO, koodos permalink ]

Dr Martin Armstrong is both CTO and COO of koodos - a London based ecommerce company focusing on discount designer goods. The combined CTO/COO role enables Martin to quickly apply technical solutions to optimise the web site, channel marketing, and backend operational processes. Koodos have done extensive multi-variant testing of their website, and have seen significant increase in conversion over the last year. Following degrees at Oxford and Cambridge, Martin’s background is as a trained software engineer, project manager and running 24/7 consumer based services.

B3 Session: Multivariate Testing Best Practices.

Miles Bennett, CEO & Founder, TargetStone permalink ]

Miles is CEO/Founder of Targetstone, a web analytics consultancy set up in June 2008, he was been a web analytics professional for a number of years. He regularly helps / speaks at eMetrics and Search Engine Strategies – primarily talking about web analytics, the data available from existing systems and most importantly getting management buy-in by monetisation. His background is in financial services where he has helped them achieve insight into customer behaviour and improvements in conversion. His clients include RBS, NatWest, Copyright Licensing Authority, Barclays Bank, Barclaycard and most recently Unilever where he is currently responsible for developing insight on 50 plus worldwide sites using WebTrends. Miles works closely with the Web Analytics Association and is the Regional Coordinator for the UK and Ireland.

[B1] Practical Analytics Implementation Panel

Karl Blanks, Co-Founder, Conversion Rate Experts permalink ]

Karl BlanksKarl is a former rocket scientist, with a PhD from Cambridge University, England. He co-founded Conversion Rate Experts to show businesses how they can profit by applying scientific techniques to web marketing.

Karl has helped to grow web businesses in many highly competitive industries, such as weight loss, gaming and travel, and has worked with companies such as Google, Vodafone, Nokia, Foxy Bingo, SEO Book and SEOmoz—plus some fantastic small businesses.

[C3] Conversion Clinic: Making Your Landing Pages “Recession Proof”

Vicky Brock, Co-Founder, Highland Business Research permalink ]

Vicky Brock, Co-Founder, Highland Business ResearchVicky co-founded Highland Business Research, an insight and intelligence agency. Vicky is involved in analytics and research for the public, education and tourism sectors with clients such as the UK and Scottish Governments, VisitScotland and universities across the UK. She is a Board Director of the WAA, a regular WAA Basecamp trainer and a contributor to the UBC Web Analytics Course.

[A3] Understanding Visitor Behaviour When Your Visitors Are Not Shoppers

Dave Chaffey, Director Marketing, Marketing Insights Ltd permalink ]

Dave Chaffey, Director Marketing, Marketing Insights Ltd Dave is a specialist Internet marketing trainer and consultant. He is also a prolific author and blogger.

As a digital marketing consultant, he specialises in helping companies optimise their E-communications including digital marketing strategy, search engine marketing, e-mail marketing, and web analytics.

A veteran in best practices for Internet marketing, he has run training courses on Internet marketing since 1997 for training providers including the Chartered Institute of Marketing, Institute of Direct Marketing and E-consultancy. In-company training workshop clients include 3M, BP, Euroffice, HBOS, HSBC, Orange, Siebel and Tektronix.

Dave has been recognised by the CIM as one of 50 marketing gurus worldwide who have “shaped the future of marketing” and by the Department of Trade and Industry as one of “the leading individuals who have provided input and influence on the development and growth of E-commerce and the Internet in the UK over the last 10 years”.

[A1] Search Marketing Analytics

Brian Clifton, Senior Strategist, Omega Digital Media permalink ]

Brian Clifton, Senior Strategist, Omega Digital MediaBrian Clifton (PhD), is an internationally recognized search marketing and web analytics expert who has worked in these fields since 1997. A respected speaker at conferences, including Search Engine Strategies, Internet World, and ad:tech, Brian is also the author of a number of industry whitepapers and recently published the book entitled Advanced Web Metrics with Google Analytics.

In 2005 Brian joined Google as Head of Web Analytics for Europe, Middle East and Africa. Defining the strategy for adoption and building a pan-European team of product specialist for operational support, the Google Analytics product became the market leader for the world’s largest online advertisers within two years.

Brian is now Senior Strategist for Omega Digital Media – a company specialising in search integration and conversion marketing for European clients.

[B1] Practical Analytics Implementation Panel

Georges-Edouard DIAS, Head of L’Oreal Digital Business Group permalink ]

Georges-Edouard DIAS, Head of L’Oreal Digital Business Group Georges-Edouard DIAS is currently heading L’Oreal Digital Business group, a position that he has occupied since 2001. With his team, he is supervising the worldwide development of L’Oreal sales online, which includes operations from every L’Oreal division in Europe, Asia, North and South America. The team is equally responsible for empowering brand communication and advertising through digital: from setting content partnership with leading web portals such as MSN or in China, to rethinking the role of direct communication and customer interaction in the marketing mix, thanks to an integrated CRM & Media approach. Dias was previously VP of Interactive Development at L’Oreal USA, where he defined L’Oreal’s policy related to digital commerce and launched the first selling sites in L’Oreal’s history.

Dias interactive career commenced when he was promoted as project manager in charge of launching L’Oreal corporate web site in 1997, an important change from his previous positions in the group that were mostly marketing focused; from product manager at Garnier International when he joined L’Oreal after he graduated from HEC in France in 1983, to VP of Marketing at Vichy International before he was moved to corporate.

Keynote: Going Social at L’Oréal

Lucy Dos Santos, Online Business Manager, Consumer, EMEA, Dell permalink ]

Lucy Dos Santos, Online Business Manager, Consumer, EMEA, Dell

Keynote: Content Is King - The King Is Accountable

Jonny Freeman, Digial Marketing, Honda UK permalink ]

Jonny began his career at BMW UK, initially in Motorcycles and then latterly in Cars, managing advertising campaigns and then their Internet operations. In 2007 Jonny moved to Honda (UK) to run their digital marketing activity, responsible for driving forward and delivering their digital strategy, including their online presence and Honda TV. A member of ISBA's Digital Action Group, Jonny is also a member of The Marketing Society.

Monday 18th 11:00 - 11:50 Keynote

Mike Grehan, Global KDM Officer, Acronym Media permalink ]

Mike Grehan, Global KDM Officer, Acronym MediaMike is the Global KDM Officer of Acronym Media, a Top 10 Search Agency located on the 55th Floor of the Empire State Building in New York City. Mike has been involved in online marketing since 1995 and is recognized as a leading search engine marketing expert. His knowledge of conventional marketing, combined with his technical skills and understanding of search engine algorithms, has helped many top firms improve their visibility on search engines and directories.

Mike is a highly sought-after search engine marketing speaker and has also written multiple books and white papers on the subject. His second edition of Search Engine Marketing: The Essential Best Practice Guide gained plaudits from numerous industry authorities. Mike also writes as an expert for the ClickZ network, and his own personal newsletter is read by over 17,000 international subscribers. In 2004, Mike was named by E-consultancy as one of the United Kingdom’s Top 100 Influential People in Internet Marketing.

[C1] The Future of Search

Eric Head, Director of Business Development, ForeSee Results permalink ]

Eric Head, Director of Business Development, ForeSee ResultsEric is responsible for managing strategic partnerships for the organization. Eric also plays a key role in the strategic growth of the organization, and was critical in helping ForeSee Results expand into the European market. He has been with ForeSee Results since 2001 and brings more than 17 years of experience managing technically advanced Internet and Auto-Identification/Data Collection products and programs. Prior to joining ForeSee Results, Eric was Director of Automotive Programs for Internet Operations Center, a leading regional Internet applications service provider. His role at IOC was to bring new Internet and E-commerce applications and solutions to the Automotive Industry, including a web-based "Dealer E-mail" program for Ford and a web-enabled EDI system. Eric received a B.S. in Marketing from the Miami University-Oxford and his M.B.A with Distinction from the University of Michigan.

Sponsor Presentation: ForeSee Results

Steve Jackson, Analytics Specialist, Trainers' House permalink ]

Steve is a well known analytics specialist, author and speaker. A pioneer since 2002, he established one of the first European web analytics consultancies (Aboavista), later acquired by Satama (now Trainers' House) in 2006. His clients include Nokia, Nokia Siemens Networks, Vaisala, KONE, MTV3, Vodafone, Sanoma, Vattenfall and a host of others.
In 2008 he wrote his first book Cult Of Analytics published on May 14th 2009.
He also writes his own blog ( and serves as International Co-Chair for the Web Analytics Association.
Steve has presented and keynoted web analytics topics across Europe. These include The Internet Marketing Conference (Stockholm), The Search Engine strategies (Stockholm), IIH (Copenhagen), the IAB Finland (Helsinki), Media Plaza (Amsterdam), Design For Conversion (Amsterdam) The eMetrics Summit (London, Munich, Stockholm), Divia (Helsinki) in addition to sitting on dozens of panels.

[D2] Multinational Metrics Panel

Jukka Kamarainen, Technology Architect, AIRMILES permalink ]

Annette Leeke, Web Analytics Manager eCommerce, LVJukka Kamarainen joined AIRMILES in January 2000 and is a Technology Architect at Business Change and Technology department. He is responsible for creating a reliable, robust and flexible architecture and helping AIRMILES to maximise ROI for its investments. Prior to joining AIRMILES, Jukka spent 13 years working for a numerous Finnish banks. Jukka graduated in 1987 from Oulu Polytechnic's The Raahe Institute of Computer Engineering.

Monday 18th June, Keynote

Greg Kelton, Managing Director EMEA, Autonomy Optimost permalink ]

Greg Kelton, Managing Director EMEA, Autonomy OptimostA career long evangelist for technology in business, Greg started off advising Fortune 500 companies as an early member of Cambridge Technology Partners, ATG and Siebel Systems and co-founded Open Environment Corporation, leading it to IPO before 'hopping the pond' to run Coremetrics' web analytic operations in Europe. Recently, as MD Optimost EMEA for Autonomy Optimost, he's been delivering the benefits of online conversion improvements using multivariable website testing to top online companies across Europe including John Lewis, British Airways, Vodafone, ING Direct, Sky, DirectLine, Royal Mail, CarphoneWarehouse, Game, Comet and Hilton. Greg is a member of Interactive Marketing for Retail Groups (IMRG) and a regular contributor to Technology Weekly, Econsultancy and Catalogue & E-Business. Greg holds an MBA from Georgetown University and a Computer Science Degree from Northeastern University.

Autonomy Optimost Sponsor Presentation

Howard King, New Media Business Intelligence, Yell permalink ]

Annette Leeke, Web Analytics Manager eCommerce, LVHoward King has ten years experience in the field of web analytics, working with numerous tools and vendors and spending the majority of his career working for on analytics in support of internal search, content, search marketing/ optimisation and ebusiness. After a year building a team for BSkyB, Howard has returned to Yell to drive a new programme of work in New Media business intelligence.

Keynote: Gleaning Meaning from Data

Annette Leeke, Web Analytics Manager eCommerce, LV permalink ]

Annette Leeke, Web Analytics Manager eCommerce, LV Annette Leeke joined eCommerce in 2007 to establish a Web Analytics function for LV=. 2 years on, Annette has implemented a comprehensive suite of web analytics, competitor analysis and customer journey tools and developed KPIs to measure and optimise the business performance. Annette focuses on driving website conversion through process improvements, site abandonment analysis, customer experience and marketing optimisation.
She has practical experience of many aspects of web analytics, including form field tracking, campaign tracking, online surveys, multivariate testing and session replay, across multiple sites and products, encountering the usual issues such as site tagging and cookie migration along the way.

[B1] Practical Analytics Implementation Panel

Neil Mason, Director of Analytical Consulting, Foviance permalink ]

Neil Mason, Director of Analytical Consulting, FovianceNeil joined Foviance as part of an acquisition of Applied Inslights whom he was director and co-founder. With 25 years of in-depth industry experience in marketing analytics and strategy, Neil leads Foviance’s analytical consulting practice. This delivers an enhanced digital marketing analytics capability to both Foviance’s and Applied Insights existing and future clients.

Neil is one of the world’s leading analytics guru’s and he has a big reputation. He holds an MBA from Kingston Business School, a Diploma in Business and Economic Forecasting and currently serves on the Board of Directors of the Web Analytics Association, the global industry body for digital analytics professionals.

Keynote: “I am not a number!”

Greg Moseley, Head of web analytics, RBS Insurance permalink ]

Greg Moseley Greg Moseley is head of web analytics at RBS Insurance which owns brands like Directline, Churchill, Privilege and Greenflag. He has pent 10 years across direct and digital marketing disciplines with companies like Lloyds TSB and American Express.

Monday 18th June, Keynote

Aurélie Pols, co-founder of OX2 and currently Principal Consultant at Web Analytics Demystified permalink ]

Aurélie Pols Aurélie, co-founder of OX2 and currently Principal Consultant at Web Analytics Demystified, has a degree in Economics with specializations in Econometrics & Statistics and holds a Master in eBusiness. She was recently Web & Customer Analytics Practice at LBi, the leading independent pan-European Interactive Agency, following OX2's acquisition. She has 10 years of experience with Web Analytics tools, is the first certified analyst in IndexTools (now Yahoo! Web Analytics) and started the Web Analytics European Dreamteam at OX2 with a certification in WebTrends (WIN partner), before adding the first European Google Analytics Authorized Consultant (GAAC) partnership and an Omniture certification.
Her initial professional background covers the financial & assurance sectors before serving clients such as Toyota Motor Europe, ING, NATO, Shering Plough, Bayer Shering worldwide, Danfoss, the Belgian Social Security, Deutsche Bank... in order to support their online data driven strategy. Of Dutch origin, Aurélie's mother tongue is French and she is fluent in English and Dutch while practicing her rusty German. She also sits on Next Stage Analytics' Board of Advisors, who's CEO is the other co-founder of OX2, her Spanish husband René Dechamps Otamendi.

[D2] Multinational Metrics Panel

Oliver Schiffers, Manager Web Analytics, Sapient permalink ]

Oliver Schiffers, Manager Web Analytics, SapientOliver was born 1970, he studied Komparatistik and Linguistics and has been working in the Online-Marketing and eBusiness area for 12 years. As Senior Consultant and Project Leader Emetrics and Web Analytics Projects he was looking after clients such as Springer, T-Systems, o2 Germany, Allianz and KarstadtQuelle FinanzService. Since 2006 he is Projectleader TGP at United Internet Media, responsible for the development of Web Analytics and Targeting. Since 2007 Oliver joined Sapient as Manager Web Analytics.

[D2] Multinational Metrics Panel

Jim Sterne, Founder, eMetrics Marketing Optimization Summit permalink ]

Jim Sterne, Founder and Chair of Toronto eMetrics Marketing Optimization SummitJim is an international speaker on electronic marketing and customer interaction. A consultant to Fortune 500 companies and entrepreneurs, he focuses his twenty five years in sales and marketing on measuring the value of the Internet as a medium for creating and strengthening customer relationships. Jim has written six books on Internet advertising, marketing and customer service including, “Web Metrics; Proven Methods for Measuring Web Site Success.” He is the Founding President and current Chairman of the Web Analytics Association and is very pleased you could make it to the eMetrics Marketing Optimization Summit.

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

Craig Sullivan, Group eBusiness Customer Experience Manager, Belron permalink ]

Craig Sullivan Craig has more than 7 years in the User Experience business gained working with high street retailers and leading brands. His skills base includes UX, Usability testing, User Centred Design, online marketing, customer insight, web analytics and multi-variate testing. He has become recognised as a technology champion for UX techniques, contributing to respected publications, industry events and expert panels.

B3 Session: Multivariate Testing Best Practices.

Matthew Tod, CEO, Logan Tod permalink ]

Matthew Tod is the CEO at Logan Tod & Co, an online business improvement and optimisation consultancy which he founded in 2002. The company works with clients to maximise results from online investment through improved conversion, enhanced website efficiency and targeted customer acquisition. A strong analytical approach coupled with a robust process, and deep understanding of the technology needed to convert ‘interest into action,’ enables Logan Tod & Co to deliver more sales, leads, registrations and cost savings for clients. The company has worked with a wide range of companies across many sectors including media, retail, finance, B2B, travel & home. Before launching Logan Tod & Co, Matthew was Chief Executive at full service marketing agency Publicis NetWorks, London, a subsidiary of Publicis.

[A2] Conversion Optimisation on Monday

Bryan Tookey, Director of Operations, Ask UK permalink ]

Bryan Tookey, Director of Operations, Ask UK Bryan is responsible for forecasting revenue, impressions and user numbers at Ask in the UK and for suggesting, testing and implementing (or scrap) potential changes to the site. His assignment is to set the internal targets for a variety of Ask teams. Prior to Ask, Bryan managed provided analysis and built the strategy for the $1b dollar EMEA Adsense Partnerships at Google. From 2000 to 2006, he was an Engagement Manager at McKinsey and Co, managing teams of McKinsey consultants and clients. Bryan got started in analysis at London Underground.

[C2] Who Are Our Customers?

Matthew Yeomans, MD, RadarDDB UK permalink ]

Matthew Yeomans, MD, RadarDDB UK Matthew Yeomans is MD of RadarDDB UK, a social media agency. He’s been dabbling around in social media since 2005 when he co-founded Custom Communication. He’s also the co-founder of the Social Media Influence conference, one of the UK’s first dedicated social media events. Yeomans is a journalist by training ran online news operations for the Industry Standard before it shot itself in the, and wrote one of the first daily aggregated news blog for Yeomans has taught social media and online media courses for Cardiff University School of Journalism and E-consultancy. He’s the author of the upcoming Gastrokid Cookbook, taken from the blog of the same name.

[D1] Emergent Metrics: Social Media

Expo Hall Hours
Tuesday 27 November
9:30am to 5:30pm

Wednesday 28 November
9:00am to 5:30pm

Co-Located with eMetrics: Conversion Conference London Predictive Analytics World London

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Sponsor this Summit