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Web Analytics Fundamentals

San Francisco, March 13-18, 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

Monday, March 14 • 11:00am – 12:00pm • Web Analytics Fundamentals 1

Free & Cheap Tools

John Marshall, Market Motive
Adam Proehl, Managing Partner, NordicClick Interactive
Benjamin Rudolph, President & CEO, Relevance Advisors

Hold onto your seats and prepare for a fast-paced review of an almost overwhelming number of low and no-cost tools and services. You don't have to spend a lot of money to on search and analytics tools to plan your media, test your offers and optimize your site. Benjamin does a survey of 10 survey tools, John analyzes 10 traditional web analytics/clickstream tools and Adam shares his opinions and compares 10 social media and competitive intelligence tools. Bring a fresh pen or a well-charged laptop to this session. The URLs will be flying.

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Monday, March 14 • 4:00pm – 4:50pm • Web Analytics Fundamentals 2

Web Analytics and User Experience Fusion

Angie Brown, Web Analyst
Fred Beecher, Lead User Experience Consultant & Business Analyst, Evantage Consulting

When it comes to data, analytics can give you the what, but even great marketers can struggle with explaining the why. Similarly, User Experience is great for determining the behaviors, goals, and motivations of individuals, but lacks the hard data produced by thousands of people navigating a website. When these two superpowers unite, you can achieve better results faster. Come discover how combining these disciplines leads to better form interaction and increased conversion rates. Angie and Fred show how to craft data-supported, user-centric arguments that drive change and meet goals.

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Monday, March 14 • 5:00pm – 6:00pm • Web Analytics Fundamentals 3

Beyond Fundamentals - Using Behavioral Intent to Drive Consumer Experiences

Ross Jenkins, Vice President of Analytics, Rapp Collins Worldwide

Understanding the intent behind online behavior is the key to pulling value from your online data. And the ultimate intent (a purchase, an ad impression, a download) signaled by that click or series of clicks can help you vastly improve your online marketing results. A major pharma company is quantifying, measuring, and using behavioral intent as the basis for an entirely new way to digitally market their products through advanced segmentation and targeting. Ross returns by popular demand to provide a case study that shows how you can use your web data to uncover and understand intent, identify underperforming segments, and act on behavioral insights that drive both marketing and business results.

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Additional Tracks:

Web Analytics Advanced
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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