Metrics Management

New York, October 17-21, 2011

Marketing was not invented in 1994 when the first banner ad for AT&T went up on Hotmail.com. Marketers have been devising ways to analyze, segment, integrate and optimize customer interactions since sea shells and salt were used as currency. In this track, we reveal insights and lessons learned from decades of marketing optimization strategy on the path to the CMO Office. Come learn about multi-channel marketing, marketing mix modeling, measuring brand equity and many more lessons from years of pre-Web marketing analytics.

Moderator: Dylan Lewis

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

Measuring Your Organization's Web Analytics Maturity

Stéphane Hamel, Analytics Evangelist & Director of Strategic Services, Cardinal Path
Back by popular demand, Stéphane steps back from traditional web analytics tactics and looks at the key drivers of successful analytics practices. From the essence of analytics (driving business success) to the most optimal and realistic approach to web analytics, Stéphane presents the Online Analytics Maturity Model – a holistic approach being adopted by practitioners, consultants and vendors worldwide as an effective approach to optimizing your online marketing optimization practices.

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Friday 1:10 - 2:00 pm

Turning Executives into Analysis Believers

Andrea Bertone, VP, Online Marketing, Interactive Web Systems
Jim Cain, Founder and President, Napkyn
Bobby Hewitt, President, Creative Thirst
Edmund Mackey, Director, Digital Strategy & Marketing, ServiceMaster
How do you get your friendly neighborhood execs to use your analysis to support their intuition? Corporate analysts and consultants alike must continually show value and get buy in from senior executives. This panel includes two of each to discuss how an analyst can sell value upstairs and be a catalyst for change in a real time, web analytics, data and testing driven world. What's the goal? To create a fluid corporate culture that embraces experimentation and optimizes sales strategy, internal communication, marketing and more. Come learn a systematic, disciplined approach to move beyond web analytics to extract true business value; strategies that are working today for both a small startup and a Fortune 50 corporation, and how you can apply them to help your corporate culture embrace marketing experimentation and thrive.

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Friday 2:05 - 2:55 pm

Analytics Career Development

Michele Hinojosa, Director, Digital Analytics, Red Door Interactive
Shari Cleary, VP of Digital Media Research, Entertainment & Games, MTV Networks
Nancy S. Koons, Web Analyst, Vail Resorts
Matthew Gellis, Founder & CEO, Keystone Solutions
Looking to grow your web analytics or online marketing career? This panel draws together perspectives from large and small, agency and consultancy analytics teams to discuss the opportunities and challenges in digital measurement career development. Michele, Shari, Nancy and Matthew deliver insight into team structure and hierarchy, responsibilities in growing to the next level, skills to develop to gain career advantage and advice for how to find your next great opportunity. Making a career of it? Look no further.