eMetrics Marketing Optimization Summit
London UK, 27 - 28 Nov, 2012
DAY 1 - Tuesday, 27th November, 2012
8.30 - 9.30
9.30 - 10.30
Keynote: Sterne Measures
Social, Mobile, Online, Offline, Integrated Marketing - it all adds up to Big Data. Jim offers a quick look at Big Data as a concept and the technology that is driving it and then looks hard at the piece that has seen no tangible improvements for hundreds of years: the art of analysis. Given petabytes of data and the power to manipulate it at will, how do you go about asking questions and solving problems? Jim offers some thinking about thinking, some insights into the creation of insights and some practical advice about applying yourself and managing others in this data-driven but highly creative world.
10.30 - 10.40
Sponsor Sessions by Tealium:
The ROI of Tag Management
Mark Wood, Business Development Director, EMEA
Session Description: Tealium's 10 minute presentation will summarize a report revealing the real, measurable benefits of enterprise tag management. The audience will learn how digital marketers from major brands are using this new class of application to increase marketing agility, reduce costs, and improve web site performance.
- 87% of marketers consider tag management crucial to their online success
- 73% of respondents said that using a tag management system improved their ability to run marketing campaigns
- Tag management users were able to manage twice as many online solutions as those still manually tagging with help from IT
10.40 - 11.15
11.15 - 12.30
By the Numbers - More or Less
Michael Blastland, Author of "The Tiger that Isn’t" & Creator of the BBC Radio 4 series "More or Less"
Business runs on numbers. But when we choose which numbers to collect, how to order, analyse or interpret them, we run a risk. At every stage, we seek and find only what we want to find, or what others expect, finding evidence where there is none, certainty where there’s doubt, and imposing our ideas on the data rather than letting it speak. Using varied and vivid examples, Michael offers tricks and instincts to help spot these traps – or maybe to use on the boss who is too convinced of his own story to see them.
11.45 - 12.30
Universal Analytics, Google and How the Hell Do We Use All this Data...?
Brian Clifton, Author & CEO, Advanced Web Metrics
Big Data is nothing new, but now it's a lot easier for even a small companies to amass it. From Google's latest announcements, the data collection funnel is getting even wider with their Universal Analytics intended to be an open framework to track everything i.e. not just websites. Brian, who has worked at Google, written books about Google Analytics and recently attended the GA Summit, talks about these latest developments and their use, including: Universal Analytics, CRM integration, offline tracking, cost data import, dimension widening and no doubt a few others. The latest and greatest from the biggest data accumulator of them all.
1.15 - 2.15
2.15 - 2.55
Nadim Razvi, SAP Store & Commercial Infrastructure Solution Management, SAP AG
The SAP Store is an enterprise app store with consumer-grade experience that markets, sells and deploys SAP’s products. This is not an advertise-attract-convert proposition. SAP's customers are sophisticated, informed and make decisions by committee. Personas may work for B2C companies, but SAP deals with buying roles, purchasing processes and compatibility checks. Nadim presents SAP’s experiences and findings, revealing the challenges and solutions to optimisation in this very complex environment.
2.55 - 3.35
Analytics as a Consultant / Analytics as a Practitioner
Gillian Muessig, Founding President Emeritus, Moz
After years in the agency and consulting space, Rob presents his recent, eye-opening journey to the client-side. Rob has been pushing Canon to analytics maturity and has gained a great deal of insight into the issues and drivers within corporations that influence the journey to data driven decisions. Now, he's ready to share his achievements and frustrations as well as the cultural and technical issues he's faced.
3.35 - 4.00
4.00 - 4.45
One Size Does Not Fit All
Neil Mason, Digital Transformation Lead, Accenture
On average, averages are the bane of an analysts existence. Conversation ratios, customer satisfaction and Net Promoter Scores gloss over the power of segmentation. Even a routine division of customers into personas can yield significant return on marketing investment, but don't stop there. Neil dives deep into the art and science of segmentation, looking at different approaches across different types of data. Learn about simple ‘deterministic’ models and more advanced data mining techniques such as cluster analysis and neural networks. Become a “segmentation believer.”
4.45 - 5.30
Meaning Based Marketing - Testing You Wish You Could Do Too
Craig Sullivan, CEO, Optimal Visit
With increased pressure on marketing budgets, dramatic increases in information from social media, and an emphasis on measurable online techniques, marketers now need to understand changing visitor needs, behaviours and preferences in real-time in order to boost website conversion rates, leads and sales. Craig shares his years of experience with A/B split testing and multivariate testing and gets specific to show how he has dramatically boosted click-through rates and online revenues for many of the UK’s leading websites.
DAY 2 - Wednesday, 28th November, 2012
8.30 - 9.00
9.00 - 9.45
Decision Making at Fairmont Raffles Hotel Group
Barbara Pezzi, Director Analytics & Search Optimization, Fairmont Raffles Hotels International
Providing intelligence for business decisions, optimising search and calculating the value of social media keep Barbara plenty busy but she is also responsible for making analytics the starting point for online marketing decisions. Dubbed the Queen of Segmentation, Barbara offers up practical, tactical tips along with the broad view of satisfying business needs with web behavior analytics and voice of customer data.
9.45 - 10.30
Tag Management - A Feature With a Future
Daniel Wilson, Managing Director, Stubble & Glasses
Deirdre McGlashan, Head of Digital, Global Clients, Aegis Media
Simon Smith, Head of Data and Analytics, News International
Adrian Maguire, General Manager: Web Analytics, TUI UK Ltd.
It started as a solution to a specific problem: managing the complexity of web site page tagging. But that point solution has evolved into solving a plethora of problems. Our panel describes their personal experiences improving website performance, testing efficiency and data integration.
10.30 - 11.00
11.00 - 11.45
Data & Brains: Why Web Analytics and Behavioural Psychology Work Great Together for the Business Goal
André Morys, CEO, konversionsKRAFT (Web Arts)
12.30 - 1.15
Who's Data is it Anyway? Online Privacy Marches On
The public wants to be treated like royalty and have their privacy too. The government changes its mind almost daily on what does and does not constitute an invasion. Join our informed panel as they describe the latest pronouncements, prognosticate the most likely outcomes and offer up their best advice on how to keep your head while those around you are losing theirs.
12.30 - 1.30
1.30 - 2.15
The Human Side of Analytics
Richard Phillips , Director of Analytics, Barclaycard Digital Marketplace
Enlightened businesses are squeezing out value and opportunities hidden in their customer data. Those that do it best achieve success not by having the most expensive tools, but by focusing on people and processes. Whether you make your career in analytics or indeed hire analysts to inform your business, Richard has valuable anecdotes to help you succeed. He'll keep you entertained as he reflects on the obstacles and challenges of common sense, communication and office politics. You will walk away with a valuable list of ideas that you can apply no matter what your role is in your business.
2.15 - 3.15
Many Unhappy Returns - The Sale is Not the End of the (Bottom) Line
Vicky Brock, Founder & CEO, Clear Returns
With some online retailers seeing product return rates of 30% or more, how useful is it to focus measurement, campaign optimisation and rewards so closely on conversion? Some loyal customers might actually be killing your business. This panel is interested in measuring beyond the sale and optimising for customer life time value and profit throughout the business. The analytical challenges are the same, but the benefit to the bottom line is significant.
3.15 - 3.45
3.45 - 4.45
Campaign Attribution is Broken
Peter O`Neill, Founder & Lead Consultant, L3 Analytics, Program Chair eMetrics Summit, eMetrics Summit
4.45 - 5.30
UX, UI, WA and Digital Analytics Everywhere
David Bomphrey, Head of Digital Channels Customer Experience, Everything Everywhere Ltd
While Everything Everywhere is an ambitious goal for a company, being the head of customer experience across digital channels is even more daunting. David addresses the need to bring together behavioral data (web analytics) with user feedback (surveys and satisfaction), and usability studies to really understand their customers' experience. One stream of data does not tell the whole story and David tells how "crossing the streams" yields better results for customers and for the company.
Tuesday 27 November
9:30am to 5:30pm
Wednesday 28 November
9:00am to 5:30pm