Site Optimization

New York, October 17-21, 2011

Measuring behavior on your website is a central part of measuring the success of your marketing efforts. This track is for those who want to get grounded in the concepts and language of web marketing optimization. Hear the examples and best practices from a variety of practitioners and consultants who have been at it for a while but remember what it was like getting started. Sage advice, mistakes to avoid and tips and tricks for ensuring a solid understanding of what web analytics is like in the trenches on a day to day basis. This track will ensure that the rest of the Summit makes sense!

Moderator: Andrew Janis

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

If at First You Don't Succeed - Redeeming Web Analytics

Adam Greco, Senior Partner, Web Analytics Demystified
Gautam Madiman, Director Marketing - Web Analytics & Optimization, Autodesk
Melinda Driscoll, Senior Manager, Digital Analytics, Best Buy
Simply throw a tag or two on all of your pages and soon you're rolling in data. Easy as pie. But many analytics implementations often go wrong. If you've just taken over a legacy system, been tasked with cleaning up a toxic situation or if your system just seems stale and is not providing the expected value, here are some lessons from the front lines. As one of the original people in the Omniture Consulting Group and the turn-around king at Salesforce.com, Adam addresses that perennial quandary, "If I have to do a turn-around anyway, should I switch vendors?" Gautam and Melinda share their stories of trials, tribulations and finally triumphs at Autodesk and Best Buy. The road to true web analytics never did run smooth.

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Wednesday 3:30 - 4:10 pm

Optimization is Not Just for Websites Anymore

Nancy S. Koons, Web Analyst, Vail Resorts
Vicky Brock, Co-Founder, Highland Business Research
Vail Resorts created a new EpicMix application for snow lovers at Vail, Beaver Creek, Breckenridge, Keystone and Heavenly. EpicMix captures and uploads your days and vertical feet skied and connects with Facebook and Twitter and share your stats, pins and points. How? Radio Frequency scanners at the base of every lift, and RF technology built into every Vail Resorts season pass, and PEAKS card.

EpicMix includes one desktop site, 2 mobile sites, an iPhone app, Android app, and Facebook apps. Nancy shares the process they went through to set up analytics, some high level findings and how they optimize the application for its 2nd ski season next year. Then Vicky, an internationally sought-after online travel analytics consultant, peppers Nancy with questions and suggestions about where they are now and where this could all lead.

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Wednesday 4:15 - 5:00 pm

Testing, Testing: 1,2, 3: The Multivariate Advantage

Craig Sullivan, Customer Experience Manager, Belron
Paula Tellez, Director Global Strategic Testing, Dell
Nazli Yuzak, Sr. Consultant, E-Business, Dell
With increased pressure on marketing budgets, dramatic increases in information from social media, and an emphasis on measurable online techniques, marketers now need to understand customer needs, behaviors and preferences in real-time to boost website conversion rates, leads and sales. Craig shares his years of experience with A/B split testing and multivariate testing and gets very specific about how he dramatically boosted click-through rates and online revenues for many of the UK’s leading websites. Next, Paula and Nazli reveal how testing is done on a large a scale at a large company. They share lessons learned in running brainstorming meetings, sequencing tests, designing tests and defining success metrics. These secrets, together with vivid examples from Dell, deliver a set of practical operating principles you can customize and apply at once.

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Wednesday 5:20 - 6:00 pm

Practical Predictive Marketing

Vicky Brock, Co-Founder, Highland Business Research
Samantha Lipson, Analytics Manager, Cultural & Business Insights, Rapp Collins Worldwide
James Taylor, CEO, Decision Management Solutions
Predicting what people are going to do is a fool's game. But an educated guess is golden. Using simple math to make that guess even more educated is the heart of predictive analytics. Vicky, a Certified Web Analyst, provides some down-to-earth, realistic examples some of her clients who have used "predictive analytics lite" to capture more business. Samantha adds site surveys to the mix to explain how to tie what a user says to their behavior on your website without compromising their privacy. How do you make all of this work for you? James, a Decision Management consultant and co-author of Smart (Enough) Systems, discusses the business discipline necessary to enable your organization to get the most from predictive analytics.