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

Content Optimization

New York, October 17-21, 2011

In a world of awareness driven by search and social media, often your best advertising investment is the content on your website. Whether you are a publisher, a media outlet or a corporation, getting the most out of your content is a unique challenge. The curator is faced with appraising the popularity of prose, valuing their investment in video and estimating the return on engagement. Whether your content is behind a paywall, syndicated to the far corners of the Web or distributed virally, this track is designed to help get a handle on how to optimize its net worth.

Moderator: Rebecca Lieb, Analyst, Digital Advertising/Media, The Altimeter Group

Wednesday, October 19, 11:10 am - 12:00 pm

Congratulations, You're a Publisher! Content Marketing Metrics

Rebecca Lieb, Analyst, Digital Advertising/Media, The Altimeter Group
Build a digital content strategy that embraces words, images and multimedia to systematically enhance consumer engagement and conversion rates and the world will beat a path to your brand. But where should you put that content? On your own site? On your blog? On other people's blogs? Out into the sociosphere? Rebecca looks at the critical decisions facing you; What to communicate. How often to communicate. Where to communicate. But most important of all: How to measure your effectiveness. You can spend more than a lifetime creating content, listening to conversations about your brand and participating in those conversations. But without knowing the most important metrics, your life will quickly slip away.

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Wednesday 3:30 - 4:10 pm

It’s About The People AND The Data

David Coletti, VP, Digital Media Research & Analytics, ESPN
The powerful combination of content and analytics, working together, is what allows ESPN to serve fans the best sports experience possible while providing advertisers the highest caliber environment and audience. In today’s multi-screen world, finding common measurement currencies, understanding consumer behavior and providing compelling content is simply becoming the price of entry. Hear from ESPN research and analytics on how they apply their insights and best practices to move "parallel path" conversations to unified and powerful storylines, serving fans and bringing advertisers measurable results.

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Wednesday 4:15 - 5:00 pm

Managing a Media Website by the Numbers

Shari Cleary, VP of Digital Media Research, Entertainment & Games , MTV Networks
Colin Coleman, Senior Director Data Strategy, Turner Broadcasting System
David McBride, Director, Business Intelligence, Comcast
How do you manage the people who are measuring your online media? A wide variety of data calls for a wide variety of skills and people. Who owns the numbers? Who determines priorities? Who administers the budget? Who controls the flow of information? This session looks at how companies are setting up processes and procedures to manage the measurement, set the guidelines and share the lessons learned.

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Wednesday 5:20 - 6:00 pm

Optimizing Content for Revenue

Stefan Tornquist, VP, Research (US), Econsultancy
Susan Parker, Director of Business Intelligence, Hearst Newspapers
You hear a lot about content sites optimize for the visitor engagement. Now learn how ad-revenue sites are optimizing their content engagement with respect to revenue. There's a fine line between customer experience and advertising income and getting the balance just right requires serious computation skills. Our panel explores the trade-offs and the KPI's they use to determine whether to err on the side of more people coming more often or wringing the advertising value out of each one.

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Additional Tracks:

Site Optimization
Social Optimization
Customer Experience Optimization
Advertising Optimization
Mobile Marketing Optimization
Deep Data Diving
Search Optimization
Metrics Management
In a Class By Itself
Marketing Optimization Clinics
eMetrics Marketing Labs

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Expo Hall Hours
Wednesday, October 19
9:45am to 7:30pm

Thursday, October 20
9:45am to 4:30pm

Co-Located with eMetrics:

GA User's Great Event Conversion Conference Predictive Analytics World Text Analytics World Internet Marketing Conference

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