eMetrics Marketing Labs

New York, October 17-21, 2011

Practitioners talk about how they are doing their work at their company. Consultants describe best practices. Vendors can only tell you so much in the short time you have at their booths in the exhibit hall. eMetrics Labs were designed to give you that up-close and personal look at how specific tools solve specific client problems. Select from three different business problem scenarios to see how the technology actually works. These are live demonstrations of technologies working together to solve real world challenges, offer real world answers, and take you behind the scenes to see how data and technology combine to achieve stunning results. eMetrics Marketing Labs are your quickest path to monetizing your eMetrics attendance and have been called the "hidden gems" of eMetrics by previous attendees.

Moderator: Brian Thopsey

WEDNESDAY, OCTOBER 19, 11:10 AM – 12:00 PM

American Institute of Architects Case Study: Managing through Change

Kevin Novak, VP of Integrated Web Strategy and Technology, American Institute of Architects
Associations have many masters: executive management, board members, local chapters, and the membership. Hear how AIA keeps everyone focused on the most important asset - the members - and addresses the needs of multiple stakeholders through the website.

Wednesday, October 19, 3:30 – 4:10 pm

How Organic Uses Customer Analytics to Improve Strategy

Jonathan Prantner, Director, Advanced Analytics, Organic, Inc
Ian Wild, National Director, Market Research, Pulte Group
In this lab, digital marketing agency and SAS customer Organic Inc. will highlight how it worked with their client Pulte Homes to measure the impact of marketing on customers' awareness and consideration. Using Organic's Consideration of Brand Index (COBI), Pulte was able to:

Correlate their monthly COBI scores and the monthly volume of qualified prospects,
Gain insight into what marketing vehicles "moved the needle," and
Validate investments in social media and online advertising as part of its ongoing marketing strategy.

Join us for this engaging lab to learn these details and more about the key role that customer analytics plays in improving marketing strategy.

Wednesday, October 19, 4:15 - 5:00 pm

Give your Traffic a Voice

Duff Anderson, VP of Research, iPerceptions
Website traffic statistics only paint a part of the picture. They tell you where your visitors come from, what pages they visit and how long they stay, but they don’t offer any context.

Your campaign drove a significant amount of traffic – but was it qualified?
There was an increase in traffic to your support page – was there a problem with the site or your product?
Time on site increased – were visitors more engaged or simply unable to find what they were looking for?

Context is everything. The combination of traffic stats and attitudinal survey data has a powerful synergy that can answer many research problems unavailable to either on its own.

Join our lab to see examples of real clients that combined these datasets, giving their traffic a voice, and as a result, drove more actionable insight and boosted their bottom line.

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