Marketing Optimization Clinics

New York, October 17-21, 2011

Strategy and theory are critical, but there's nothing like getting tactical and practical to get the job done. These Clinics are a ground-level view of making the most with your data. Whether you are choosing goals, wrestling with data or redesigning your whole website, our Clinicians are on hand to get specific and help you with your individual situation. Some require homework and some are come-as-you-are but all of them are taught by people who have been there, done that and know how to help others. All of them received top scores from the previous audience and are back by popular demand.

Moderator: April Wilson, Vice President, Strategic Business Analysis, Targetbase

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

Making the Most of Marketing Dashboards

Jennifer Veesenmeyer, COO, Stratigent
What's on your dashboard? Are the Key Performance Indicators you chose three years ago still telling you what you need to know? Does having all the dials and gauges shine a steady Green take off the edge of optimization and stop you from drilling down into the details? Jennifer, a leading analytics consultant, looks at best practices, worst examples, leading indicators and the agony of being lulled into a sense of complacency. Your dashboards can be business changing and action inducing. Come find out how. And bring your questions - this is not a lean-back session.

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Thursday 3:30 - 4:20 pm

KPI Clinic, The Doctors Are In

June Li, Founder and Managing Director, ClickInsight
Stéphane Hamel, Analytics Evangelist & Director of Strategic Services, Cardinal Path
Angie Brown, Web Analyst, IBM
There's much talk about KPIs and how they need be relevant to business outcomes, be few in number and drive action. But many people struggle putting the strategy into practice. Submit your KPI's and your strategy problems and let the Doctors diagnose your situation. Three leading marketing metrics experts will discuss what makes a good KPI and then offer advice, guidance and recommendations. Your KPI's will be on the examining table if you submit them in advance (by September 30) to KPI@ClickInsight.com.

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Thursday 4:25 - 5:10 pm

10 Techniques in 50 Minutes Clinic - Using Web Analytics to inform Website Redesigns

Mark Ryan, VP of Client Services, and COO, Extractable
This session reveals how organizations are using web analytics and digital research tools to significantly improve in-site conversion using quick redesigns. Recent changes to the sites of SanDisk, Charles Schwab, and TRUSTe illustrate effective techniques for advancing information architecture, wireframes, graphic design, landing page strategies, content development, and integration with social media networks. Using KPIs and supporting analytics to inform each deliverable, this session will reveal how these techniques have driven double- and triple-digit growth in conversion goals such as lead generation, ecommerce, and visitor loyalty.

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