Advertising Optimization

New York, October 17-21, 2011

Advertising Optimization Conference Track sponsored by:
Yahoo Web Analytics

Driving traffic to your store, your call center and/or website requires brilliant creative, insightful targeting, and a clever landing page persuasion process. Measuring advertising is now more than impressions and clicks; now it's about capturing their attention, engaging them and monitoring the value derived from that interaction. Whether you're using data from ad networks, empanelled surfers or your own website analytics, your job is analyzing the business results of your disparate marketing efforts to get the most out of your attention-getting, cross-media/multichannel investment.

Moderator: Terry Cohen

Thursday, October 20, 11:10 am - 12:00 pm

Beyond Fundamentals -- Using Behavioral Intent to Drive Consumer Experiences

Ross Jenkins, Vice President of Analytics, RAPP New York
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.

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Thursday 3:30 - 4:20 pm

Working With Panel and Third Party Data

Peter Black, SVP Business Development, BPA Worldwide
Doron Wesly
Elby Degnan, Digital Strategy Supervisor, Horizon Media
Clickthroughs and pageviews are great, but with digital magazines/newspapers, e-newsletters, mobile apps, social interactivity, third party tracking and panel-based data is becoming more necessary. What would it look like if brand marketers optimized their brand campaigns based on brand metrics instead of clickthrough rates? Peter describes the challenges of verification among multiple digital media channels. Tim discusses the frustrations of mixing multiple metrics from the agency perspective.

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Thursday 4:25 - 5:10 pm

Optimizing Spend Across Online and Offline Channels

Jorge Ruiz, Partner, Director of Media Analytics, NY, Ogilvy
Alexei Milgram, Director, Insights & Analytics, Mediacom
Sarah Searls, Senior Director, Performance Analytics, Choice Hotels International
Analytics professionals from disparate parts of the world's largest ad agency and one from a hotel chain with more than 6,000 properties share insights about benchmarking and the subtle interplay between display, search, social, print, broadcast and whatever other channels have been invented between the time this was written and the time they appear on stage. Jorge tackles forecasting, syndicated benchmarks and testing. Alexei delves into developing holistic customer measurement and proposes new ways of generating 1+1=3 impacts. Sarah describes her challenge of trying to measure incremental ROI from multiple channels while dealing with limited offline data, too much online data, over and understated click-through, view through and re-targeting data. She shares how she met and overcame those challenges with different analytical techniques to achieve an apples-to-apples evaluation of incremental ROI across offline and online channels.