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Web Analytics Advanced

San Francisco, March 13-18, 2011

If you've been around the web analytics block a few times, this is the track for you. Senior practitioners and consultants delve into the more abstruse mysteries of web analytics. This track is not about specific technology - your vendors can help you with that. This track is about doing serious analysis, creating actionable dashboards and securing your place at the strategy table rather than being relegated to the number-crunching squad. Presenters have been asked to review the top issues of the day but leave plenty of time for Q&A and discussion.

Moderator: Judah Phillips, Senior Director, Global Site Analytics, Monster Worldwide

Tuesday, March 15 • 11:15am – 12:00pm • Web Analytics Advanced 1

Measuring Your Organization's Web Analytics Maturity

Stéphane Hamel, Principal, Immeria

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 – an 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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Tuesday, March 15 • 2:00pm – 2:45pm • Web Analytics Advanced 2

Making the Most of Marketing Dashboards

Jennifer Veesenmeyer, VP, Analytics, 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 stopped you from drilling down into the details? Jennifer, a leading analytics consultant and Scott, a heavy-weight practitioner, look 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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Tuesday, March 15 • 5:00pm – 6:00pm • Web Analytics Advanced 3

Integrating Analytics with Testing at Dell

Joel Wright, Global Analytics Manager, CSMB Online, Dell
Charles Hua, Global Testing Operations Manager, CSMB Online, Dell

Dell was famous for being one of the first to sell computers online. Today dell.com is one of the largest ecommerce sites in the world and integrating web analytics and testing to create personalized experience for every visitor is not an option but a necessity. Joel Wright, Global Analytics Manager and Charles Hua, Global Testing Manager who have been up to their eyeballs in online analytics and testing for years. In this presentation, they explain the concepts and processes that Dell uses to design, execute, and analyze tests to ensure that they answer the original hypothesis and conclude with an actionable outcome. Guidelines to follow and pitfalls to avoid are on the agenda to help you convert test ideas to accurate test setups and analyzing results to make the best business decisions.

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Additional Tracks:

Web Analytics Fundamentals
Social Media Metrics
Media Optimization Track
Deep Data Diving
Mobile Marketing Metrics
Marketing Analytics
B2B Lead Gen Metrics
In a Class By Itself
Marketing Optimization Clinics
eMetrics Marketing Labs
Roundtable Discussion

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