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San Francisco, March 13-18, 2011

Monday, March 14 • 9:00 - 9:45 am • Keynote 1

The Human Side of Marketing Analytics

Jim Sterne, Founder, eMetrics Marketing Optimization Summit

We have more data than we can integrate and more tools than we can manage. The raw material and the technology are abundant. But what about the human side of leveraging customer interaction information? How does an analyst start with customer data and end up with customer insights? Jim offers some thinking about thinking, some insights into the creation of insights and some practical advice about applying yourself and managing others in this data-driven but highly creative world.

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Monday, March 14 • 1:15 - 2:15 pm • Keynote 2

What the CMO Wants from Marketing Analytics

Michael Metz, Sr Director of Web Strategy and Marketing, Cisco
Peter Sanborn, Web Analytics and BI Manager, Microsoft
Brandon Bunker, Sr. Manager of Analytics, Sony Electronics
Dylan Lewis, Group Manager, Intuit

We have an over-abundance of data and a myriad of tools. We have plenty of process and technology to help our people sift, sort, slice and dice... but to what end? This panel of name-brand corporate analysts talks turkey about what their CMO's are getting and what they want from marketing analytics. After the search keywords have been parsed, the landing pages optimized, the navigation streamlined and the conversion rate analyzed from here to Sunday, the CMO is your true end customer. Find out what makes them tick and how to make them happy.

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Tuesday, March 15 • 9:00 - 9:45 am • Keynote 3

The New Quantitative Era: Creating Successful Business Change with Analytics

Thomas Davenport, President's Distinguished Professor, Babson College, Author, Competing on Analytics: The New Science of Winning

The progenitor and connoisseur of “competing on analytics” illustrates what it takes to create an analytics-driven business. Hint: it’s not about the data and it's not about the math. Tom is the authority on building broad capabilities for enterprise-level business intelligence and he's back by popular demand. In this talk Tom addresses the organizational culture and business leadership required to make the most of the science of analysis, and shares stories of people who have made this transition and the resulting competitive edge their organizations exploit. Learn how to reap the rewards of business analytics from the man who laid the groundwork and wrote the book.

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Tuesday, March 15 • 10:15 - 10:45 am • Keynote 4

The AlloSphere Research Facility: Data Visualization as You've Never Imagined

JoAnn Kuchera-Morin, Ph.D., Director, AlloSphere Research Facility, California NanoSystems Institute, University of California, Santa Barbara

The AlloSphere, a 30-foot diameter sphere built inside a 3-story near-to-anechoic (echo free) cube, allows for synthesis, manipulation, exploration and analysis of large-scale data sets in an environment that can simulate virtually real sensorial perception. It is a physical place designed to facilitate creativity and incubate ideas via collaboration. JoAnn takes us on a data trip through the brain and shows how they detect previously unseen patterns that could lead to new discoveries. Ever wonder what your data set might look like in 3D and sound like with 128 channels of audio?

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Tuesday, March 15 • 3:15 - 4:00 pm • Keynote 5

Managing Marketing Metrics at Best Buy

Lynn Lanphier, Director, Digital Analytics, Best Buy
Eric T. Peterson, CEO and Principal Consultant, Web Analytics Demystified

Lynn, through whom all Best Buy web data flows, teams up with consulting partner Eric, from whom Best Buy's digital analytics strategy is derived. Together, they share adversities averted and lessons learned from Best Buy's multi-year effort to build and staff a global center of excellence for digital analytics. Join them on their retelling of their journey bringing web analytics from the back office to the front room and into the boardroom.

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Wednesday, March 16 • 9:00 - 9:50 am • Keynote 6

The Web Analyst Tribe and the C-Suite - A Relationship Rumination

Thornton May, Futurist, Author, The New Know: Web Analyst Tribe & the C-Suite

Author of The New Know, Thornton addresses the hero of our age, the Analyst, and our hero's interaction with the Machiavellian realities of Mahogany Row. While celebrating the essence of who you are as an analyst, he offers a cultural anthropologist's perspective on the value of analytics, where analytics live in the enterprise and how the relationship between the deepest data diver and the highest executive is changing. Thornton's fieldwork is the first vernacular ethnographic and anthropological study of the analytics community, He provides a map to the universe of analytics and puts the spotlight on the substantive and courageous work analysts do to make your company a better place.

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Wednesday, March 16 • 3:10 - 4:00 PM • Keynote 7

Social Media by the Numbers

Guy Kawasaki, Managing Director, Garage Technology Ventures

With ten books, tens of thousands of friends on Facebook, hundreds of thousands of followers on Twitter and a Technorati Authority of 100, Guy Kawasaki has made a career of communication. Whether he's advising entrepreneurs, promoting start-ups or announcing his latest book, Enchantment: The Art of Changing Hearts, Minds, and Actions, Guy has a lot of people clamoring for his attention and a lot of transmission channels to monitor. How does he do it? Guy shares his approach, his tools, his management style and the advice he gives his Golden Touch start-ups about measuring social media in particular and marketing in general.

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Additional Tracks:

Web Analytics Fundamentals
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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