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eMetrics Marketing Optimization Summit

London, May 17 - 18, 2010

Agenda | Agenda at a Glance | Speakers | Registration

Paul Alexander, Chief Executive, Beyond Analysis

Paul Alexander

Paul Alexander is an industry expert whose opinion is sought by business decision makers across the world. He has extensive experience in media and advertising and is a passionate exponent of the power of data to transform a business.

Since graduating in 1993 Paul has worked with Leo Burnett, M&C Saatchi, TBWA and Dunnhumby. In 2007 Paul co-founded Beyond Analysis, a specialist customer insight company working with clients across a broad range of sectors including retail and finance. Beyond Analysis helps businesses understand their customers through both transactional and qualitative data and apply this insight to drive commercial success.

Paul has a deep knowledge of the commercial applications for customer data in retail and consumer market environments and he knows how customer insight coupled with through the line marketing can be used to drive business success.

He believes that successful companies today will be those who can harness the significant amounts of data they have at their fingertips, and make sense of it.

Keynote 5: Social Media Sentiment Analysis - Too Soon?

Christopher Berry, VP Measurement Science, Syncapse & WAA Research Committee Lead

Christopher Berry

Christopher Berry, VP Measurement Science, Syncapse & WAA Research Committee Lead
Christopher Berry works to improve social analytics and the ability to demonstrate the monetary value of social media as the VP of Digital Measurement at Syncapse Corp. He is an active member of the Web Analytics Associations Research Committee.

Advertising Optimisation 2: Quantifying the Impact of Word-of-Mouth in Customer Acquisition and Retention - WAA Research Report

Vicky Brock, Director Waa and Highland Business Research

Vicky Brock Vicky 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.

Advanced eMetrics 5: No Shopping Cart? No Problem - Understanding Online Success When You Don't Sell
WAA Base Camp Workshops: Applying Web Analytics 102

Dave Chaffey, Director Marketing, Smart Insights

Dave Chaffey

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".

Advanced eMetrics 2: Getting More Business Value from Web Analytics

Chetan Damani, Founder and CEO, Acrossair

Chetan Damani

Chetan Damani is founder and CEO of acrossair, a company dedicated to building advanced iPhone games and augmented reality applications using the OpenGL library. The company’s NearestTube application was first introduced in UK in July 2009 and has been adapted to San Francisco and New York. Prior to acrossair, Chetan and his business partner have launched multiple successful companies in the Internet space. In 1997 Chetan founded Imano, a full service interactive agency, working with clients such as Nestle, Citibank and helping brands make the most from the Web. CommerceNow, founded in 2003, provides a SaaS e-commerce solution targeting Small and Medium-sized businesses that want to outsource their sell-side e-commerce operation. The team soon followed with the launch of, the largest TV listings site in the UK. The TVguide Web platform currently operates in the UK, India and Ireland with the US due to launch in the next few months.

Advanced eMetrics 6: Augmented Reality - It's Here and Now... How Valuable is it?

Rand Fishkin, CEO, SEOmoz

Rand Fishkin

Rand Fishkin is the CEO & Co-Founder of SEOmoz, a leader in the field of search engine optimization tools, resources & community. In 2009, he co-authored the Art of SEO from O'Reilly Media and was named among the 30 Best Young Tech Entrepreneurs Under 30 by BusinessWeek. Rand has been written about it in The Seattle Times, Newsweek and the NY Times among others and keynoted conferences on search around the world. He's particularly passionate about the SEOmoz blog, read by tens of thousands of search professionals each day. In his miniscule spare time, Rand enjoys the company of his amazing wife, Geraldine.

Optimizing Advertising 3: Metrics for SEO: How to Measure & Improve Everything in the Organic Traffic Bucket

Ashley Friedlein, Econsultancy

Ashley Friedlein

Ashley is one of the most influential and connected figures in the UK digital marketing sector. As a recommendation for him on LinkedIn reads, "If Ashley doesn’t ’ - it ain’t worth knowing."

He writes for a range of publications and is the author of two best-selling books which have been translated internationally. Ashley speaks worldwide at industry events, as well as making media appearances to promote both his own company, Econsultancy, and the interests of the sector in general.

He founded Econsultancy in 1999 with business partner Matthew O'Riordan. This award-winning company now has over 80,000 members worldwide, and opened its first US office in New York in January 2009. Its members include the cream of international media, retail, cultural and financial service organisations, as well as government departments. Econsultancy helps its members learn, make better decisions, build business cases, find the best suppliers, accelerate their careers and lead the way in best practice via research reports, how-to guides, training and development, forums and professional networking.

After graduating in 1995 with a 1st Class degree from Cambridge University, Ashley started out working in digital TV. After a brief spell as Producer at, his career took him to digital communications agency Wheel (now LBi) where he rose to Lead Strategist and launched numerous multi-million pound websites.

Following the dotcom crash he spent a pleasant year in the South of France writing the first of two best-selling books on web management (40,000 copies sold world-wide, translated into 4 languages). He is 36, married with two children. In his spare time he enjoys photography, art collecting and a range of sports including skiing, walking, cycling and yoga.

Ashley contributes to publications such as Marketing Week and Revolution as well as the Econsultancy blog and his Twitter feed.

Keynote 2: Optimisation from the Publishers Perspective

Geoff Galat, Vice President, World Wide Marketing - Tealeaf

Geoff Galat

Geoff is responsible for overseeing marketing and product management at Tealeaf. Geoff has more than twenty years of experience in technology marketing, Prior to Tealeaf, Geoff served as Vice President of Marketing & Product Management at Tumbleweed Communications, evangelizing the use of the Internet as a channel for secure messaging & communications. Prior to Tumbleweed, Geoff was Vice President of Marketing at Luminate Corporation. In that role, he was a key member of the management team that introduced the concept of the Management Service Provider for Web-based application management. Geoff also served six years at Mercury Interactive in a variety of marketing management roles, culminating as Vice President of Corporate Marketing, and was instrumental in Mercury Interactive developing brand awareness and establishing the markets for application testing and application performance management. Geoff also spent seven years with pioneering laptop computer company GRiD Systems Corporation where he served in a range of marketing and marketing management roles.

Sponsor Presentation: Tealeaf: Online Customer Experience: Why is the New What

Michael Gulmann, Sr Director, Global Site Conversion, Expedia

Michael Gulmann

Michael has over ten years of hands-on experience with ecommerce customer experience management. In his current role, Michael has product management responsibility for core ecommerce flows, including product search and checkout, as well as leading a team of analysts and developers dedicated to increasing Site Conversion and bettering the online Customer Experience for all Expedia worldwide points of sale.

Prior to Expedia, he worked for seven years at Tealeaf Technology where he was the Director of Worldwide Field Engineering. Before to TeaLeaf, Michael was the lead software architect for Mindability, an online usability and experience measurement company before its acquisition by an international customer satisfaction and loyalty-marketing firm. He directed the development of the flagship product and managed the team of programmers and the staff that implemented specific client projects. Before Mindability, Michael held management positions at Ernst & Young Management Consulting, assisting Fortune 500 companies develop and launch ecommerce applications.

He holds a degree in Economics, with a concentration in Information Systems from the University of Washington.

Keynote 3: What would happen if you gave the Analysts ownership of the website?

Stéphane Hamel, Principal,

Stéphane Hamel

Stéphane Hamel is a leading voice for online analytics, helping businesses understand the value of online optimization. With over twenty years of experience, he has been on both sides of the fence, including client and agency, small projects to complete multi-site, multi-cultural ecosystems overhaul. Stéphane owns a MBA specializing in eBusiness at Laval University (Québec City) where he teaches a graduate class on web analytics. He is also involved in various research & development activities with the prime objective of making web analytics easier. Creator of the popular « Web Analytics Solution Profiler » tool and concepts such as « Just-In-Time Tagging » and the « Online Analytics Maturity Model », recipient of the « Web Analytics Association Leadership and Technical Excellence Recognition » and frequent speaker at the « eMetrics Marketing Optimization Summit », and other conferences, he is also lecturing the « Award of Achievement in Web Analytics » and « Introduction du Business Analysis » classes at the University of British Columbia. Involved in various professional and education events, he is also a member of the « International Institute of Business Analysis » and on the board of directors and treasurer of the « Web Analytics Association ».

Advanced eMetrics 3: Advanced Tagging Techniques, Tips and Traps

Eric Head, Director, Business Development, ForeSee Results

Eric Head

Eric 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.

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: Managing Forward: Customer Experience Analytics that Predict Future Success

Steve Jackson, Director Business Insights, Kwantic

Steve Jackson

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.

Ecommerce Optimisation 1: 10 Take Home Analytics Tips for eCommerce

Greg Kelton, VP EMEA, Autonomy Optimost

Greg Kelton

Greg Kelton is responsible for the Autonomy Optimization business for EMEA as it transforms Marketing with next-generation solutions that enable businesses to understand and act on all forms of customer information. We call this new unique Autonomy approach, Meaning Based Marketing.
Previous to Autonomy, Greg launched and grew Optimost Europe as Managing Director later acquired by Autonomy. Greg directed business development for Coremetrics in the US and later launched Coremetrics Europe. Greg also co-founded a distributed computing software company, OEC, growing it to an IPO in 4 years. Previously, Greg held various Sales, Marketing, and Product roles at Siebel Systems, Epiphany, Cambridge Technology Partners and Hewlett Packard.
Greg earned an MBA from Georgetown University and a Bachelor of Science degree with Honors Distinction in Computer Science from Northeastern University.

Sponsor Presentation: Autonomy Optimost: Boost Customer Engagement and Dramatically Improve Conversion Rates with Meaning Based Marketing

Dr. Barry Leventhal, Founder, BarryAnalytics

Dr. Barry Leventhal

Barry founded advanced analytics consultancy BarryAnalytics in 2009. He helps organisations to extract greater business value from their data through data mining, and also delivers analytics training courses and hands-on mentoring.

Barry was previously with Teradata for nine years as director of advanced analytics, and has held senior analytical positions in a customer management consultancy, a census agency and a market research panel company.

Barry is well known as a marketing analytics guru - details and downloads of some of his many articles and presentations may be found on his website.

Barry is a fellow of the Market Research Society, the Institute of Direct Marketing and the Royal Statistical Society. He chairs the MRS Census & Geodemographics Group and serves on the editorial board of the IDM journal. He holds a BSc and a PhD in Statistics from University College London.

Advanced eMetrics 4: Analytical Techniques Created for the Offline World - Can They Yield Benefits Online?

Richard Leyland, Founder & Managing Director, WorkSnug Limited

Richard Leyland

Richard is a technology entrepreneur and expert commentator on workplace technology trends. He began his career in technology marketing, successfully launching several new products in the wireless technology space. Moving into technology commentary, he spent several years as head of knowledge at the thinktank Unwired Ventures, edits a range of publications and is a widely published writer. He has provided insight into the future for many of the world's largest firms, including the BBC, Nokia, PricewaterhouseCoopers and Toshiba.

Advanced eMetrics 6: Augmented Reality - It's Here and Now... How Valuable is it?

Jonny Longden, Director of Analytics and Accountability, R/GA

Jonny Longden

Jonny leads the Analytics & Accountability practice at R/GA London where he focuses on implementing rigorous measurement and optimisation techniques for clients. With more than 12 years experience in marketing data and analytics, Jonny developed and a strategic measurement framework for Mazda that included performance dashboard design, change-management, and ongoing measurement and optimisation. He also created a group-wide behavioral segmentation for Direct Line Insurance, serving digital and direct response marketing strategies. Previously, Jonny was with Syzygy UK Ltd, where he had been the analytics director since July 2008 and held a variety of analytics and measurement positions at several marketing and communications agencies including Marketing Metrix Ltd,. Watson Philips Norman, CACI Ltd., WWAV Rapp Collins Media Ltd., and BT Asia-Pacific. He is also the author of the popular blog

Advertising Optimisation 1: Beyond Websites: Measuring Branded Applications and Engagement Platforms

Antony Mayfeld, Author, Me and My Web Shadow

Antony Mayfeld

Antony is iCrossing's Senior Vice President, Social Media, giving leadership for the company's services and innovation efforts related to the social web. He joined the company in 2006, founding its content & social media teams. iCrossing is the world’s largest independent digital agency, working with Fortune 500 brands including Coca-Cola, Toyota and Marks and Spencer.

He is the author of Me & My Web Shadow: How to Manage Your Personal Reputation Online ( He has also written three e-books about media, marketing and the web (

Keynote 4: Social Media - Two Views

Neil Mason, Director of Analytical Consulting, Foviance

Neil Mason

Neil 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.

Advanced eMetrics 1: Tell Me Something I Don't Know: Data Discovery

Aurélie Pols, Principal Partner, Web Analytics Demystified Inc.

Aurélie Pols

Aurélie Pols is the Principal Partner in Europe of Eric T. Peterson's Web Analytics Demystified, a Global Consulting firm focusing on web analytics & digital measurement strategy issues including measurement process, organization & staffing, technology investment and the creation of whole business digital analytics strategies.
Aurélie co-founded OX2, one of Europe's leading Web Analytics agencies according to Forrester & Aberdeen Research, which was sold to the LBi Group in 2008.
Her blog ranked in Avinash Kaushik's Top 10 worldwide blogs about Web Analytics as only European entry.
She is a web analytics evangelist, thought leader and frequent speaker at events such as eMetrics Marketing Optimization Summits, I-Com, IMC & IAB. Today, she supports companies globally in their definition of their strategic roadmap to successfully Compete on (Web) Analytics while keeping an eye on the European perspective.
She is also the Globalization Chair for the Web Analytics Association (WAA).

Ecommerce Optimisation 3: Agencies and Measurement: a Sustainable Marriage?

Mark Rogers, co-founder of online monitoring and response specialist, Market Sentinel

Mark Rogers

Market Sentinel monitors consumer generated content in blogs, message boards and consumer sites. It provides reputation measurement and benchmarking. Market Sentinel's proprietary software mathematically measures who has influence in a brand or concept, allowing marketeers and communicators to understand their marketplace and to maximise their marketing spend.

Since its foundation in 2004 Market Sentinel has acquired a number of UK and International blue chip customers including Yahoo! Europe, BUPA, Intuit, Land Rover Jaguar Cars, the BBC Trust, Hyundai, Avis, GSK, Bacardi, Cadbury and Experian employing Market Sentinel’s proprietary blog and message board search software, and using its services to understand web-based commentary, measure its relevance and respond to it using a variety of technical and editorial tools. The company recently launched the Skyttle platform.

Previously Mark was a TV producer with credits as diverse as The Money Programme and Crimewatch, before he became co-founding commissioning editor BBC Online and co-founder Anywhere. He has worked for a number of high technology start-ups in the US and Europe, including CitiKey, Nextron, and Clovis. Publications include: "Search is Brand" (June 2005), "Measuring the influence of bloggers" (December 2005) and "Responding to crisis using social media" (April 2007).

Keynote 5: Social Media Sentiment Analysis - Too Soon?

Guy Stephens, Senior Consultant, Foviance

Guy Stephens Guy Stephens is a champion of the use of social media for customer services. He is a Senior Consultant at Foviance, where he is helping corporates define their social media customer service strategy. He was previously the Customer Knowledge Manager at The Carphone Warehouse, where he was responsible for establishing their use of social media (Twitter, blogs, YouTube, Facebook) to provide customer service. He is also the Founder of the LinkedIn group - where social media meets customer service, which brings together information on this growing area of interest.

Guy has worked in the online environment for over twelve years, building up experience in online marketing, eCRM, SEO, ecommerce, email marketing, project management and social media. He is a strategic thinker who is passionate about championing the cause of the customer and how their needs can be met in an increasingly fragmented and cross-channel environment. Guy is an avid tweeter (@guy1067) and occasional blogger on

Keynote 4: Social Media - Two Views

Jim Sterne, eMetrics Marketing Optimization Summit

Jim Sterne Jim 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 1: Social Media - Time to Rethink Your Marketing Metrics

Ross Stoner, Solutions Consultant, Coremetrics Europe

Ross Stonere Ross Stoner is a Solutions Consultant at Coremetrics Europe. In his role, he works closely with sales to present the best solution to help prospects achieve their business objectives using Coremetrics' solutions.

Free Exhibition Hall Workshops:
Integrate online and offline data to optimise your multichannel marketing strategy
Social Media Analytics - turning the buzz into an impactful part of your marketing mix

Craig Sullivan, Group eBusiness Customer Experience Manager, Belron

Craig Sullivan

Sponsor Presentation: Autonomy Optimost: Boost Customer Engagement and Dramatically Improve Conversion Rates with Meaning Based Marketing

Matthew Tod, Logan Tod

Matthew Tod 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.

Ecommerce Optimisation 2: Why Chasing Your Conversion Rate is Bad for Business and Campaign Attribution is Costing You Money!

Geoff Watts, Founder, Stylesignal

Geoff Watts Seeing a new opportunity to refine the art of fashion and trend forecasting with data analysis, Geoff Watts co-founded Stylesignal in 2007. After starting as a consultancy, Stylesignal has launched a series of products that save businesses time and money, showing what their customers want to buy in real time.

Over the past 15 years, Geoff has been involved in developing new ways to mine data for large multi-nationals including FIAT and Fonterra.

Keynote 5: Social Media Sentiment Analysis - Too Soon?

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