Customer Experience Optimization

New York, October 17-21, 2011

We are now engaged in a commercial battle of creating the most compelling customer experience and focus groups, market research and eyetracking studies are now part of the marketing metrics toolkit. What web prospective customers do is interesting. How they feel is critical. Just looking at mechanical response to your marketing will only show you half the picture. This track delves into listening to the voice of the customer, studying usability, understanding the multichannel customer experience and the impact of all our tracking on John Q. Public's stated need for privacy.

Moderator: Ned Kumar

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

Driving Profitability in a Multichannel Ecosystem

Ruth Gordon, Head of Targeting, Shop Direct Group
Ruth reveals how UK catalogue retailer Shop Direct Group (annual turnover in excess of $2.4 billion), create a cross-channel customer data hub solution that allowed them to obtain a Single Customer View, that has delivered a step change in the relevancy of customer communication, and business performance. One-to-one customer communication based on individual online and offline activity is now transforming the performance of email, direct marketing and telemarketing campaigns

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Thursday 3:30 - 4:20 pm

Promotion Attribution: Everybody's Doing It

Michael Helbling, Director, Analytics and Optimization, Rosetta
Dan Rubin, SVP, Analytics, Harte Hanks
Erica St. Angel, Vice President of Marketing, Sonic Foundry
A 12 year old creative agency, a 28 year old relationship marketing agency and a small B2B company working on a shoestring and are all faced with the same problem: How do you know what combination and sequence of ads, emails, webinars, social media engagement, etc. brings in the most engagement, leads and sales? Michael describes the marketing intelligence they use to help organizations create the ideal marketing channel mix. Dan discusses how engagement modeling can predict direct and indirect sales across various channels based on a customer's behavior. Finally, Erica shares how a small, dedicated team doubles the number of B2B leads year over year using her measurement punch list and her top 10 ways to avoid the obstacles they encountered.

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Thursday 4:25 - 5:10 pm

Do Not Track and the Future of Privacy

Vicky Brock, Co-Founder, Highland Business Research
Justin Brookman, Director, Consumer Privacy at Center for Democracy & Technology
John McKean, Executive Director, Center for Information Based Competition
This topic is downright incendiary so we've brought together a combustible combination of perspectives for an open discussion. Vicky, a Certified Web Analyst with a withering perspective on the legal wrangling going on in the European Union, voices her concerns about the baby being legislated with the bathwater. Justin, Director for CDT's Project on Consumer Privacy, is an advocate of anonymous web participation and believes offering consumers more privacy choices is a good thing and advocates for substantive and enforceable baseline legal protections. Throwing a curve ball into the whole proceeding, John foresees a future where consumers are in total control of their own data - and he's starting to make it happen in conjunction with some of the world's largest companies. Find out what the laws look like, what the ethical considerations are and what the future holds.