In a Class By Itself

New York, October 17-21, 2011

Three sessions that defy classification but demand attention. Non-ecommerce metrics, serious search analytics and the metrics of the eMetrics Marketing Optimization Summit.

Moderator: Evan LaPointe

Friday, October 21, 11:15 am - 12:00 pm

Why Critical Thinking Is More Important Than Any Web Analytics Tool

April Wilson, President and CEO, Digital Analytics 101
Stop obsessing over what data to gather and how to gather it. Stop focusing on tools, technology, and processes over people. Today, the analytic mind is the most powerful tool of them all and you already have access to all the data you need on any given subject. There is no longer any excuse to shy away from experimentation, given the free access to multiple social, competitive, and search data sources. April will showcase a case study that applies innovative thinking to a common question: Am I better than my competitors?

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Friday 1:10 - 2:00 pm

Government & Non-Ecommerce Metrics

Alex Langshur, Senior Partner, Cardinal Path
Tired of hearing about improving the shopping cart experience when sales aren't the way you measure success? Alex shows you how integrating your CRM data with behavior data (web analytics) and intent data (search) can change the way you measure and monetize brand-based, lead-gen, non-profit and corporate communications web sites. Discover the lessons learned from those in your shoes who are trying to cascade the benefits of leveraging online analytics data throughout the organization, when many view the web as "non-core" to the business. Find out how to optimize your marketing when your 'customers' (consumers, leads and citizens) are "buying" an idea, a brand message, or product/issue knowledge.

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Friday 2:05 - 2:55 pm

Drinking The Kool-Aid: A 3-Year Longitudinal Analysis of eMetrics

Eric Feinberg, Director, Mobile, Media and Entertainment, ForeSee Results
Caleb Whitmore, Principal Consultant & CEO, Analytics Pros
Rachel Klooz, Senior Strategic Account Manager, Bizo
You have been under the microscope. How did you hear about the eMetrics Marketing Optimization Summit? How did you find eMetrics.org website? How well were you able to navigate? What were the most important factors in your decision to come or to come back? How does eMetrics.org rate for customer satisfaction? How about the Summit itself? The eMetrics team has been working with a number of technologies and analysts to make the most of our online marketing. In this session, we'll look closely at classic web advertising, web analytics and customer satisfaction analysis with YOU as the test subject.