Mar 18-21, 2013
San Francisco
April 14-18, 2013
June 10-13, 2013
Sept 29-Oct 3, 2013
Oct 14-15, 2013
Oct 23-24, 2013
Nov 4.-5, 2013

eMetrics Marketing Optimization Summit Speakers

San Francisco 2012

Feras Alhlou, President , E-Nor permalink ]

Feras Alhlou Feras Alhlou is the president of E-Nor (serving Fortune 500-25). Feras is a frequent national/international speaker at industry conferences including SES, SMX and eMetrics/Google Analytics User Events (GAUGE). Under his leadership, E-Nor achieved multiple Google qualifications including Google Analytics Certified Partner.

Feras is passionate about improving his client’s ROI and led his organization to implement and launch successful analytics and marketing optimization strategies for E-Nor’s diversified client base. Feras has traveled the globe educating businesses and Internet consultants on the subjects of web analytics and marketing optimization.

Feras is also a member the Web Analytics Association (DAA) and serves on the DAA Examination sub-committee. Feras is married and has three children, and enjoys volunteering, reading, skiing and martial arts.

Optimization Clinics: A Few of My Favorite Tools
Metrics Management: Embracing a Data-Driven Culture

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Gary Angel, President & CTO, Semphonic permalink ]

Gary Angel Gary is co-founder and President of Semphonic, one of the leading web analytics consultancies in the United States. Semphonic’s clients include some of the largest Financial Services, Media, and Health and Pharma companies in the world. Clients he manages at Semphonic include American Express, Charles Schwab, Nokia, Turner Broadcasting, the BBC and Genentech.

Semphonic concentrates on web analytic verticals without a clear ecommerce transaction component and has built substantial practice specialties around lead assessment and integrated marketing communications, web analytics data integration, SEM Analytics, mobile measurement and measuring engagement.

Gary is a frequent speaker at analytics events (and hosts Semphonic’s X Change Web Analytics Conference for enterprise analytics managers), publishes frequently on DM Review, ADOTAS and a variety of print and online publications, and blogs at

A graduate of Duke University, Gary has 20+ years of experience in data analytics for marketing and operations and lives in San Francisco with his wife and two daughters.

Keynotes: A Few Sterne Questions
Social Media Metrics Track: It's a Sales Channel And a Market Research Tool

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Akin Arikan, Multichannel Marketing Evangelist, IBM permalink ]

Akin Arikan Akin Arikan is an evangelist for IBM's digital marketing and analytics solutions. Akin is also the author of Multichannel Marketing: Metrics and Methods for On and Offline Success. Akin has been working with analytics practitioners over the last decade. He has been presenting at many conferences to share the learnings and best practices from his experience with customers. Read Akin's blog at

Diamond Sponsor Presentation: Smarter Commerce, Smarter Analytics

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Andrew Bakonyi, Head of Global eCommerce Analytics, Hewlett-Packard permalink ]

Andrew Bakonyi Andrew leads the Analytics organization for HPDirect, HP's WW B2C eCommerce organization, which is #17 on the Internet Retailer Top500. He's spent the past four years building a multi-disciplinary Analytics team with locations in both the US and India. HPDirect is a fully integrated Manufacturer direct online website and is the only place where customers can buy custom configured HP PCs to their exact specifications.

Previously, Andrew has worked in Sales, Marketing, Channels, Business Development, Strategy & Planning, as well as Online & Retail Merchandising for HP. With his extensive business background Andrew drives a very pragmatic approach to Analytics that always starts with a clear understanding of the business problem and ends with actionable insights that drive tangible business results .

Andrew is consistently ranked in the top ten percent of all managers at Hewlett-Packard.

Social Media Metrics Track: It's a Sales Channel And a Market Research Tool

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Brooks Bell, CEO, Brooks Bell permalink ]

Brooks Bell Brooks is a serial entrepreneur and a true maverick. With no training, she co-founded a web development company while she was still in college at age 20. Within a year of starting the company, she landed AOL as a client and led the design of several high-profile projects, including the redesign of AOL's main web registration process.

In late 2003, she leveraged her AOL experience and founded an independent conversion optimization firm called Brooks Bell. Her firm focuses exclusively on bringing the scientific disciplines of testing and optimization to the traditionally very subjective field of marketing. Using analytics and the quantitative principles of testing, Brooks Bell has improved conversion rates for brands such as Adobe, Wall Street Journal, AARP, Chase, and Time Warner Cable.

Today, Brooks Bell employs a team of 22 testing experts and is based in Raleigh, NC. Brooks has a BA in Psychology from Duke University.

In addition to her work with Brooks Bell, Brooks volunteers her time to support young entrepreneurs and women in business. She speaks regularly on the topics of entrepreneurship, analytics and marketing, serves as a judge and mentor for Duke University's entrepreneurship programs, and is the 2011-2012 President of the Raleigh-Durham Chapter of EO (Entrepreneurs' Organization). She is also the Founder and Chair of the annual Click Summit.

Moderator: Social Media Metrics

Christopher Berry, Vice President, Research, Syncapse permalink ]

Christopher Berry Christopher Berry is Vice President, Measurement Science at Syncapse, a leading social media technology company. In this role, Chris develops physical and social technologies that help marketers demonstrate the ROI of social media marketing, insight generation, and optimization. His team’s most recent contributions include research papers on the Value of a Facebook Fan and Advanced Sentiment Analysis. Previously, Chris held management positions at Critical Mass, and a variety of research positions at not-for-profit and academic institutions.

Chris is an internationally sought-after speaker on opinion mining, earned media value, and the application of the scientific method to marketing. He’s an organizer of Web Analytics Wednesday Toronto and an active bridge builder to INFORMS and the Toronto Data Mining Forum. He is an active member of the Web Analytics Associations Research Committee and leads the Peer Review Journals Project.

Deep Data Diving Track: Data Science in Marketing Analytics

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Jeffrey Boorjian, Vice President, Marketing, Caesars Entertainment permalink ]

Jeffrey Boorjian Jeffrey Boorjian is currently the Vice President of Marketing and responsible for influencing customer behavior resulting in increased revenue and profitability for the world’s largest provider of branded casino entertainment, Caesars Entertainment (formerly Harrah’s Entertainment). Jeffrey has been with Caesars for over five years in marketing, previously working at multiple advertising and branding firms spearheading projects across diverse industries including hospitality, consumer goods, automotive and healthcare.

Keynote: Driving Incremental Revenue through Innovative Analytics

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Thomas Bosilevac, CEO, Founder, Mashable Metrics permalink ]

Thomas Bosilevac Thomas is the CEO and Founder of MashableMetrics, a web analytics agency specializing in automating, transforming and presenting disparate data. While playing a diverse role in the Internet space, Thomas has kept data-driven management at the forefront of his interactive strategies since 1996. Starting as a "bandwidth salesman" at a time when it still took persuading to sell companies a T-1 broadband pipe, Thomas has since managed and consulted some of the most influential organizations including Microsoft, Caterpillar, Orbitz, MetLife, and State Farm on how to make the most out of the digital channel.

Optimization Clinics: A Few of My Favorite Tools

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Jack Canning, Senior Specialist – Site Optimization, Wayfair LLC permalink ]

JackCanning Jack oversees the testing and optimization program for Wayfair. He has worked for the company since 2004, initially handling marketing management for AV and Entertainment products before focusing on analytics and site testing for the entire Wayfair domain catalog in 2009.

Customer Experience Optimization Track: Top Three Tips for Optimizing Your Site

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Mikel Chertudi, Senior Director, Global Media & Demand Marketing, Adobe Systems permalink ]

Mikel Chertudi Mikel Chertudi is a seasoned and innovative marketing executive who has a passion for leadership, building brands, and creating demand. He is responsible for fueling the global growth of Adobe through innovative, world-class media and demand creation programs. Chertudi has created a team of award-winning experts who focus on major digital channels including database marketing, search, display, mobile, and social, as well as traditional channels. He also oversees campaign strategy and execution of Adobe's $1B enterprise B2B business including the Online Marketing Suite and Customer Experience Solutions.

Keynote: Dog Food à la King

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Shari Cleary, VP Strategic Insights & Research, Viacom Entertainment Group permalink ]

Shari Cleary Shari Cleary has more than 11 years of experience in Web analytics and is currently the vice president of digital media research for MTVN's Entertainment and Games group. In this role, she is responsible for all Web analytics for Comedy Central Digital, Spike Digital and TV Land Digital. Prior to joining MTVN, Cleary was a digital marketing consultant for Visual Sciences (acquired by Omniture) and worked closely with Media and Content customers to optimize their Web analytics. She was also the director of research for CBS Digital Media from 2002-2006. Cleary was first introduced to digital media research when she joined Media Metrix (acquired by comScore) in 1999. At Media Metrix, she was a research analyst and was also responsible for training Media Metrix analysts worldwide. Cleary has spoken at numerous industry conferences including Emetrics Summits and Stanford's Web Publishing Conferences. She graduated from Binghamton University's School of Management in 1997.

Metrics Management Track: Analytics Career Development
Mobile Marketing Metrics Track: Understanding Media Habits of Millennials

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Barbara C. Coll, CEO, Inc. permalink ]

Barbara C. Coll Barbara "WebMama" Coll is an internationally recognized expert in search engine marketing (SEM) with a firm grasp on the industry offerings and their direction. Her current focus is in taking companies that have done all the basics and looking at 'what is next?' with search marketing. She founded in 1996 and has been highly successfully in helping start-up companies and brand-name clients achieve their goals of driving high quality visitors to their websites. She prides herself in understanding the ins and outs of B2B enterprise marketing and the unique challenges B2B companies face in implementing SEO and paid search optimization recommendations.

Barbara has been involved with product and program marketing in Silicon Valley for 24 years, including marketing positions with Sun Microsystems and other leading edge startups.

Barbara was a co-founder, first President, and the first Chair of the Search Engine Marketing Professionals Organization (SEMPO). Her passion about the industry leads her to be an entertaining speaker and an advisor to many Valley start-ups and venture capitalists. She was instrumental in promoting the value of search engine advertising to enterprise businesses and influential in the feature set and construct of the past and current evolutions of the search advertising products available today.

B2B Marketing Metrics Track: Search Analytics in a B2B World
Driving Traffic Track: Keys to Keyword Analytics

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Janet Couperthwaite, Group Account Director, Russ Reid permalink ]

Janet Couperthwaite Janet joined Russ Reid in 2010 with over 17 years of experience in the consumer marketing sector with a focus on integrated marketing strategies. She currently leads the American Red Cross client service team and oversees the fundraising strategies and chapter based program management. Prior to joining Russ Reid Janet was with Euro RSCG leading client service teams for some of the largest and best known brands in the world including: JP Morgan Chase, BMW USA and MINI Cooper. Prior to that Janet managed Fortune 500 clients in various roles for the largest international corporate events and lifestyle management company. While there, she managed brand development and corporate positioning through sponsorship negotiations and events, loyalty programs, customer retention development, and experiential marketing. Janet started her career at Kaplan Agency working on multi-media campaigns. She holds her undergraduate degree from Notre Dame University in marketing with a minor in consumer behavior.

Keynote: Data Diving for a Good Cause

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Meg Davis, User Experience Strategist, Extractable permalink ]

Meg Davis Meg Davis is a User Experience Lead at Extractable. Meg focuses on creating user-centered experiences by gaining insight into who customers are and theneeds that drive customer behavior. Meg has worked with clients in diverse applications, from B2B lead-generating websites to consumer-facing websites. In all projects, Meg relies on both quantitative and qualitative research to inform customer behavior. For more thoughts on user experience, follow Meg on Twitter: @megfdavis.

Optimization Clinics:10 Techniques in 50 Minutes - Using Web Analytics to inform Website Redesigns

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Greg Dowling, Vice President of Mobile Strategy & Measurement, Semphonic permalink ]

Greg Dowling An expert in mobile measurement and enterprise analytics with fifteen years in the industry, Greg heads Semphonic's New York office and leads their mobile strategy and measurement practice. Prior to Semphonic, Greg was Head of Analysis for Nokia’s Services Intelligence & Analytics organization and responsible for the analysis of all consumer data within the organization’s Music, Media, Messaging, Games, and Social Location domains. He was also Vice President of Strategy & Analysis for Digitas, where he led web analytics efforts for clients including Delta, Kraft, Heineken, and Time Warner Cable. Greg has also worked for Jupiter Research as a senior analyst focused on the best practices for Web site operations including web site analytics, site search, content management and usability. Prior to JupiterResearch, Greg was Senior Manager of Strategic Web Analysis for Scholastic Inc., Director of Web Design & Production for Cendant Marketing Group, and Regional Operations Manager for an online database service distributing digital maps and data to the environmental consulting industry. Greg began his career as a professional Geologist supporting clients such as Mobil, Shell, and Exxon.

Mobile Marketing Metrics Track: Getting S.M.A.R.T. with Mobile Apps
Moderator: Mobile Marketing Metrics

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John Elder, CEO & Founder, Elder Research, Inc. permalink ]

John Elder Dr. John Elder heads a data mining consulting team with offices in Charlottesville, Virginia and Washington DC. Founded in 1995, Elder Research, Inc. focuses on investment, commercial and security applications of advanced analytics, including text mining, forecasting, stock selection, image recognition, process optimization, cross-selling, biometrics, drug efficacy, credit scoring, market timing, and fraud detection.

John obtained a BS and MEE in Electrical Engineering from Rice University, and a PhD in Systems Engineering from the University of Virginia, where he's an adjunct professor teaching Optimization or Data Mining. Prior to 15 years at ERI, he spent 5 years in aerospace defense consulting, 4 heading research at an investment management firm, and 2 in Rice University's Computational & Applied Mathematics department. Dr. Elder has authored innovative data mining tools, is a frequent keynote speaker, and was co-chair of the 2009 Knowledge Discovery and Data Mining conference, in Paris.

John's courses on analysis techniques – taught at dozens of universities, companies, and government labs – are noted for their clarity and effectiveness. Dr. Elder was honored to serve for 5 years on a panel appointed by the President to guide technology for National Security. His book with Bob Nisbet and Gary Miner, Handbook of Statistical Analysis & Data Mining Applications, won the PROSE award for Mathematics in 2009. His book with Giovanni Seni, Ensemble Methods in Data Mining: Improving Accuracy through Combining Predictions, was published in February 2010. His (1,000-page) book on Practical Text Mining, with Dr. Andrew Fast and four others, was published by Elsevier in January. John is a follower of Christ and the proud father of 5.

Keynote: Making a Career in Big Data

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Peter Fader, Frances and Pei-Yuan Chia Professor of Marketing, Wharton School of the University of Pennsylvania permalink ]

Peter S. Fader Peter S. Fader is the Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania. His expertise centers around the analysis of behavioral data to understand and forecast customer shopping/purchasing activities. He works with firms from a wide range of industries, such as consumer packaged goods, interactive media, financial services, retailing, and pharmaceuticals. Managerial applications focus on topics such as customer relationship management, lifetime value of the customer, and sales forecasting for new products. Much of his research highlights the consistent (but often surprising) behavioral patterns that exist across these industries and other seemingly different domains.

Many of these cross-industry experiences have led to the development of the Wharton Customer Analytics Initiative, a new research center that serves as a "matchmaker" between leading-edge academic researchers and top companies that depend on granular, customer-level data for key strategic decisions.

Professor Fader believes that marketing should not be viewed as a "soft" discipline, and he frequently works with different companies and industry associations to improve managerial perspectives in this regard. His work has been published in (and he serves on the editorial boards of) a number of leading journals in marketing, statistics, and the management sciences. He has won many awards for his teaching and research accomplishments.

Keynote: Data Diving for a Good Cause

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Stephen Few, Principal, Perceptual Edge permalink ]

Stephen Few Stephen Few is on a mission to help organizations squeeze real value from the mounds of data that surround and threaten to bury them. Through his consultancy, Perceptual Edge, he teaches simple, clear, and practical data visualization techniques for exploring, analyzing, and presenting quantitative information. He speaks, teaches, and consults internationally, writes the quarterly Visual Business Intelligence Newsletter, and is the author of three best-selling books on data visualization: Show Me the Numbers: Designing Tables and Graphs to Enlighten, Information Dashboard Design: The Effective Visual Communication of Data, and Now You See It: Simple Visualization Techniques for Quantitative Analysis. You can learn more about his work at

Keynote: Dashboards that Actually Enlighten

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John Forrester, Director, Web Marketing, VMware, Inc. permalink ]

John Forrester John Forrester is director, web marketing for VMware, where he manages global web marketing and content on In this role, Forrester is responsible for creating and executing web marketing programs and global SEO.

Forrester brings more than 20 years of experience working in Silicon Valley, including marketing, global Web, search marketing, customer acquisition and digital marketing strategies. Prior to joining VMware, Forrester was the VP of marketing at He also led marketing and product marketing for Earlier, Forrester held marketing management positions at Lexar, Samsung and Microsoft.

B2B Marketing Metrics: Search Analytics in a B2B World

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Larry Freed, President and CEO, ForeSee permalink ]

Larry FreedAs President and CEO of ForeSee, Larry is responsible for managing the company's strategy and significant growth, since the company's founding in 2001. Larry brings more than 20 years experience in senior management and in directing ForeSee’s e-commerce and technology initiatives. An expert on the cross-channel customer experience and author of Managing Forward: How to Move From Measuring the Past to Managing the Future, Larry speaks extensively on the topic at private and public sector industry events and has been quoted in numerous publications and media, including CNN, The Wall Street Journal, The Washington Post, Investor's Business Weekly, Internet Retailer, Multichannel Merchant, DM News, Computerworld, Federal Computer Week and Government Executive, among many others.

Diamond Sponsor Presentation: Managing Forward: Analytics For Today’s Multi-Channel, Multi-Device Consumer

Randy Gelfand, Web Analytics Program Manager, IBM permalink ]

Randy Gelfand Randy Gelfand joined IBM at little before the first IBM pc was announced. He originally wrote business system software and later became a project manager and consultant.

His current assignment as Web Analytics program manager gave him the opportunity to oversee 2 product transitions, a major procurement study, and work with an exceptional team of web analysts.

Over the last 3 years, he has lead the effort to proliferate the digital marketing intelligence gathered from to a multi product silo global marketing and sales organization.

He is looking forward to greater opportunities based on integration of Web, Social, and Mobile device data to drive our future efforts.

Keynote: Dog Food à la King

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Matthew Gellis, Founder & CEO, Keystone Solutions permalink ]

Matthew GellisAs Founder and CEO of Keystone Solutions, Mr. Gellis has built the company into the fastest growing Digital Measurement Consultancy in the country. Keystone provides comprehensive strategies, governance, analytics, and digital intelligence solutions to some of the largest companies on the Internet including HP, AARP, NBA, Cartoon Network, Martha Stewart, CNN, TBS, TNT, Nascar, PGA, NHL, HomeAway, and many others. Keystone Solutions is an active member of the Web Analytics Association and the analytics community.

Mr. Gellis started in the analytics and technology industry over 12 years ago working for companies such as and Omniture (now Adobe) where he helped build out their Implementation Services, Proof-of-Concept, and Sales Engineering groups and managed an active portfolio of their largest clients.

Matthew also co-founded an Internet Consulting Agency in Utah working with many of the local Associations and non-profit groups as well as other mid-market organizations on standard web design best practices and implementation fundamentals.

Metrics Management Track: Analytics Career Development

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Sriram Gopalan, Group Product Manager, Interactive Marketing, Genentech permalink ]

Sriram GopalanSriram Gopalan, Group Product Manager, Interactive Marketing Operations & Insights, Genentech.

Sriram is responsible for measuring the performance of Interactive Marketing programs at Genentech. This is a relatively new role for him, but he thoroughly enjoys the challenge of trying to deduce the effectiveness of marketing tactics in a non-eCommerce environment. Prior to Interactive Marketing, Sriram held multiple roles at Genentech Sales Operations, mostly responsible for tracking sales and measuring sales force effectiveness. He considers joining Genentech 8 years ago the best decision he has ever made.

Prior to joining Genentech, Sriram rolled the dice on two different dot com companies in the late 90’s and early 2000’s, working as a systems engineer. This is the time when he started developing a love for data and analytics. He has a Masters in Industrial Engineering from Georgia Tech and a Bachelors degree in Manufacturing Systems.

Driving Traffic Track: Analyzing Traffic for Non-Ecommerce Sites

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Jim Gordon, Client Performance Analyst, Search Discovery permalink ]

Jim Gordon Jim has been dabbling in web analytics and web building since the beginning of the millennium. His first website was a Geocities page that was covered in tasteful animated gifs with a midi of his favorite song playing in the background. The site wouldn’t have been complete without a hit counter; because what is the point of building a website if no one is going to visit the site to admire your hard work? Dozens of novelty websites later, he discovered physically building the website wasn’t satisfying – it was measuring the outcome of the work that was exciting. After achieving a degree in Industrial Engineering from Clemson University, Jim hit a crossroad – work in a factory or pursue his hobby. That’s how he ended up as a Client Performance Analyst at Search Discovery; but it wasn’t that easy. First he worked as a Business Analyst at Cox Communications. Then working in ad agencies, he has been an Analytics Analyst, a Web Analyst, a Web Analytics Analyst, a Web Analytics Consultant, and a Digital Marketing Analyst (many of those from one agency).

He has worked on such clients as The Home Depot, L’Oreal, Verizon Wireless, and Coca Cola, consulting these companies (and many more) on social, email CRM, media, and web analytics… and he still isn’t tired of it.

Moderator: Optimization Clinics

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Chris Goward, Co-Founder & President, WiderFunnel Marketing Optimization permalink ]

Chris GowardChris Goward is Co-Founder and President of WiderFunnel, the Conversion Optimization company. His A/B/n and Multivariate testing methods help clients improve online results by up to 400% for B2B, B2C, lead generation, e-commerce and affiliate companies. The LIFT Framework and Kaizen Method he developed are proven to work across industries.

Chris shares data-driven conversion marketing principles and case studies showing what actually works for clients like eBay, Epson, Google,, SAP, Electronic Arts, and many more.

Chris is in demand as a speaker throughout North America and Europe at conferences like eMetrics, SMX, PubCon, IIMA, Conversion Conference, Conversion Summit and IMC. You'll find more information at and on twitter @chrisgoward

Website Optimization Track: Testing, Testing: 1,2, 3: The Multivariate Advantage

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Stéphane Hamel, Analytics Evangelist & Director of Strategic Services, Cardinal Path permalink ]

Stéphane HamelStéphane Hamel is a leading voice for online analytics – over twenty years of experience defining optimal and realistic solutions & strategies for his clients.

Frequent speaker, involved in several educational, research & development activities, Stéphane has made significant contributions to the growth of the web analytics industry.

Stéphane owns a MBA specializing in eBusiness from Laval University (Québec City) where he teaches a graduate class on web analytics. He is also lecturer for the University of British Columbia's Award of Achievement in Web Analytics and Fundamentals of Business Analysis. He was among the first to receive the DAA Certified Web Analyst CWA designation and received the DAALTER Award: Web Analytics Association Leadership and Technical Excellence Recognition.

Metrics Management Track: Measuring Your Organization's Web Analytics Maturity
Workshop: Road Map to Online Analytics Success

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Allison Hartsoe, VP Analytics, Semphonic permalink ]

Allison HartsoeAllison Hartsoe is Vice President of Analytics at Semphonic. Hartsoe, an experienced manager and builder of online services, is the head of Semphonic's Portland office. She has spent over a decade creating, measuring and optimizing internet businesses. Hartsoe is an Omniture Certified Professional and Google Analytics Independent Consultant.

Since joining Semphonic in 2009, Hartsoe has managed complex site deployments, written global standards, and combined external data with analytic data for business intelligence analysis. She has been featured on NPR, CNBC, CNN and has spoken at eMetrics, eBay Live, and Internet World.

Prior to joining Semphonic, Hartsoe founded Aspyro, an eBay analy tics firm, and iSyndicate, the first internet syndication company. She was also Director of Business Development for Vericept. Hartsoe received a Bachelor of Science in Journalism and graduated Summa Cum Laude from Ohio University. She has bicycled across the United States, climbed to the top of Mt. Kilimanjaro, and hiked the Great Wall of China.

Moderator: Driving Traffic
Driving Traffic Track: Analyzing Traffic for Non-Ecommerce Sites

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Brian Hawkins, Partner, Web Analytics Demystified permalink ]

Brian Hawkins Bio is forthcoming.

Moderator: Website Optimization

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Michael Hayward, CEO, ROI Labs permalink ]

Michael Hayward Michael Hayward is the CEO of ROI Labs, a leading provider of global web analytics consulting services. Michael specializes in the strategy, implementation and development of analytics and marketing solutions and technology. He has over 25 years of e-commerce, branding, marketing and analytics leadership experience, including over 23 years with Four Seasons Hotels and Resorts. While there, he led the development of the Four Seasons family of websites, as well as its search, social, email, customer data and analytics efforts. Most recently, Michael was Principal at marketing301, a strategic consultancy that helps companies boost ROI and create optimal customer experiences through the use of interactive tools and technology.

Michael is also a noted industry thought-leader and a regular speaker at Cornell University, the University of Western Ontario's Ivey School of Business, and the University of Toronto. He is also an advisory board member of the HSMAI Travel Internet Marketing group. Michael holds an MBA from the Rotman School at the University of Toronto, and a BA in Commerce from University of Toronto.

Driving Traffic: Attribution - Credit Where Credit is Due

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Michele Hinojosa, Director, Digital Analytics, Red Door Interactive permalink ]

Michele Hinojosa Michele Hinojosa is a self-confessed analytics geek. She is currently the Director of Digital Analytics at Red Door Interactive, responsible for leading a team of analysts to produce actionable insights and recommendations to optimization clients' online initiatives. As the Manager of Web Analytics for Kelley Blue Book, she and her team were responsible for forecasting, analyzing, testing and optimizing and its associated businesses. She led the creation of an internal advertising data warehouse, including the adoption of MicroStrategy's business intelligence solution, and managed the development and on-going sophistication of KBB's forecasting methodology.

Michele holds degrees in Law and Psychology from the University of Melbourne (Australia) but is currently located in Southern California. As a certified group fitness instructor, she is as fanatical about Les Mills group fitness programs and cycling as she is about data.

Michele enjoys reading, writing and thinking about analytics and engaging with the web analytics community via Twitter. You can read her thoughts at or @michelehinojosa.

Moderator: Customer Experience Optimization

Rod Jacka, Managing Director and Principal Consultant, Panalysis permalink ]

Rod Jacka Rod Jacka is one of Australia’s earliest adopters of web analytics. With over 16 years experience in the business, many speaking engagements and recognition by other international thought leaders he is considered to be one of the leading analysts in his field.

Rod has a Bachelor of Arts (Visual Arts) from the University of Sydney and a Master of Business and Technology from the University of New South Wales.

Rod’s mission is to bring clarity to the confusing array of data available to businesses by applying science and analytics to facilitate deep insights and in doing so deliver true business value for clients.

Website Optimization: The Mysterious Case of the Missing Ring

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Andrew Janis, Senior Marketing Consultant, Evantage permalink ]

Andrew Janis Andrew Janis is a Senior Marketing Consultant with Evantage Consulting. Andrew has a passion for helping companies use the data they collect to make better, more strategic decisions to improve their online presence. Andrew has more than ten years of experience in ecommerce management, digital marketing strategy, and marketing analytics.

B2B Marketing Metrics: B2B Lead Scoring

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Shruti Joshi, Principal, Altman Vilandrie & Company permalink ]

Shruti Joshi Shruti Joshi is a Principal at AV&Co. Shruti has extensive industry and consulting experience in telecom, technology, consumer goods and media. Her areas of expertise include business and marketing strategy, online and offline media optimization, new product development, go-to-market planning, churn management and sales channel strategy.

Prior to joining AV&Co., Shruti held an executive marketing position at Verizon Communications, where she was responsible for driving new acquisition growth for Consumer FiOS and Core network products, by developing product marketing strategies and optimizing multimillion dollar digital, awareness and direct response media campaigns. Shruti also has a consulting background in product development, where she helped global brands develop new products. As a result of her years of industry experience, Shruti provides expert advice on how businesses can maximize returns through improved marketing strategy and media management.

Shruti holds an M.B.A. from Columbia Business School and a B.S. in Business from the University of Southern California.

Driving Traffic: Attribution - Credit Where Credit is Due

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Jack Koch, Director of Global Marketing Insights, Electronic Arts permalink ]

Jack Koch Jack leads advertising effectiveness strategy and research, audience profiling, and industry analysis for the Global Media Solutions group. Prior to joining EA, Jack has held strategic positions on both the client and agency sides designing and leveraging research to deepen consumer insight, evaluate advertising effectiveness, and maximize media efficiency and return on investment.

Keynote: Analytically Serious About in Game Advertising

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Nancy S. Koons, Sr Manager, Web Analytics, Vail Resorts permalink ]

Nancy S. KoonsNancy Koons leads the Analytics and Insights Program at Vail Resorts, which includes measuring and monitoring seven brands across the web, mobile, and social spaces. When she isn’t culling insights from data, or creating reports that delight her internal clients, she is weaving together information to tell stories about how customers engage, and advocating for data quality and best practices with her vendors. Nancy brings over 10 years of professional experience in data analysis, e-commerce, content management, and the travel industry to her role.

Customer Experience Optimization Track: Optimizing Spend Across Online and Offline Channels

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Jenn Kunz, Senior Consultant - Technology Solutions Group, Keystone Solutions permalink ]

Jenn KunzJenn is a Senior Consultant with the Technology Solutions Group at Keystone Solutions. With a background in web development and design, she began her analytics career in Consulting Services at Omniture in 2006, working primarily on the Financial Services team. Over the years, her repertoire expanded to include Google Analytics, testing/optimization, and data integrations. She blogs at and and is an active member of the twitter #measure community as "jenn_kunz".

Moderator: Deep Data Diving

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June Li, Founder and Managing Director, ClickInsight permalink ]

June Li

June helps organizations overcome barriers to effective deployment and use of web analytics to optimize marketing. She is a contributing writer to, an associate instructor for the award-winning web analytics program at the University of British Columbia, as well as an instructor for a web analytics course at the University of Toronto. June is a very active member of the Web Analytics Association.

Workshop: DAA Base Camp: Introduction to Web Analytics 101

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Jonathan Levitt, Chief Marketing Officer, OpinionLab permalink ]

Jonathan LevittJonathan has been in the web business since commercialization of the Internet. He has spent over 15 years helping a diverse list of brands understand their audience and leverage technology and data to build better product and customer experiences. He has worked with brands of all sizes including leading global players such as Bank of America, MasterCard, Dell, Procter & Gamble, CBS, The New York Times, Ford and Google. Data-driven to the core, he is a recognized authority in the spheres of web analytics, voice of customer, and social media.

A prolific and sought-after speaker and writer, his unique slant on branding and digital marketing has been featured in several industry publications including 1to1Magazine, eMarketing & Commerce, ClickZ, DM News, and MediaPost.

Gold Sponsor Presentation: Voice of Customer Feedback Anytime, Anywhere™

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Dylan Lewis, Group Manager, Web Measurement, Intuit permalink ]

Dylan LewisDylan Lewis is currently the Group Manager, Web Measurement at Intuit. In his role, Dylan leads the TurboTax End-to-end measurement team. The team is focused on optimizing the TurboTax experience through analytics and experimentation. Dylan joined Intuit in 2005 after working at Visual Sciences. Prior to Visual Sciences, he worked at as the Director of Marketing. Dylan earned a bachelor’s degree in Psychology from UC Santa Cruz, and a master’s in Industrial Organizational psychology from San Diego State University.

Keynote: Managing Marketing Metrics at Intuit

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John Lovett, Senior Partner, Web Analytics Demystified permalink ]

John LovettJohn Lovett is a leading expert on Web analytics, multivariable testing, and optimization technologies. Throughout his analyst career John has produced insightful research including Forrester’s Web Analytics Wave and the US Web Analytics Forecast. John is an industry insider who maintains a finger on the pulse of the industry.

Social Media Metrics Track: Social Media Metrics Secrets

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Neil Mason, Director of Professional Services, Global Dawn permalink ]

Neil MasonPrior to joining Global Dawn as Director of Professional Services, Neil has spent his career in marketing analytics and marketing strategy. With over 25 years’ in-depth industry experience in marketing analytics and strategy, Neil is a specialist in marketing and consumer analysis in both the online and offline worlds. He was until recently consulting director of Foviance, a customer experience consulting company, and prior to that ran his own analytics consulting business. Neil is a maestro in harmonising client engagements across user experience, analytics, research and customer insight disciplines. As a leading analytics expert, Neil is a frequent speaker at web analytics conferences and events. He has previously served on the Board of Directors of the Web Analytics Association, the global industry body for digital analytics professionals.

Deep Data Diving Track: One Size Does Not Fit All

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Joe Megibow, VP and General Manager, permalink ]

Joe Megibow Joe Megibow is currently the VP and General Manager of, the world's leading online travel provider. In his role, Joe manages all aspects of Expedia's US operations.

Prior to this role, Joe was the VP, Mobile and E-Commerce Optimization at Expedia, with global responsibility for Expedia's mobile initiatives, including Mobiata, the leading provider of mobile travel apps. Joe also oversaw e-commerce optimization activities including leading-edge site conversion optimization techniques, marketing, site, and customer analytics, and site experimentation. Finally, he had product management responsibility for core eCommerce flows, including product search and checkout.

Joe joined the Expedia, Inc. family in 2006, heading up Online Marketing and Customer Experience for

Prior to, he worked for seven years as a charter employee of Tealeaf Technology where he held a variety of leadership roles. Prior to 2000, Joe held management positions at Ernst & Young Management Consulting, where he launched the Java Services practice, E&Y's first ecommerce practice; and engineering positions at EDS in their Advanced Technology Group.

Joe was recognized in March 2011 as the recipient of the Practitioner of the Year, Award for Excellence by the Web Analytics Association. In April 2011, he was elected onto the DAA Board of Directors and is currently serving a two-year term.

Joe earned a bachelor's degree in Electrical Engineering from Cornell University and a MBA from the University of Chicago.

Keynote: Making a Career in Big Data
Gold Sponsor Presentation: Voice of Customer Feedback Anytime, Anywhere™

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Wes Nichols, Co-Founder & CEO, MarketShare permalink ]

Wes NicholsWes Nichols is the co-founder and CEO of MarketShare. He is one of the industry's most respected experts in strategic marketing and marketing accountability, with a 20+ year track record of strategic marketing accountability for many of the world's largest companies. Wes is on the Advisory Board of Canoe Ventures, a technology company founded by Comcast, Cox, Time Warner Cable and others to develop and deploy advanced television solutions. Wes is also on Wharton’s Future of Advertising Global Advisory Board, as well as the Advisory Board of MASB, an organization focused on marketing accountability standards and practices. An active Young Presidents Organization (YPO) member, Wes attended and matriculated from Randolph-Macon College and The Johns Hopkins University, with degrees in Psychology and Business, respectively.

Driving Traffic Track: Attribution - Credit Where Credit is Due

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Scott Nicholson, Senior Data Scientist, LinkedIn permalink ]

Scott NicholsonScott Nicholson is a Senior Data Scientist on the LinkedIn Analytics Team. His work focuses on applying econometric intuition to develop predictive models that help inform the executive team and product leads about how to build better products and how users are engaging with the website. He also works closely with the PR and marketing teams to publicize cool data insights that are derived from the LinkedIn data. After receiving his PhD in Economics from Stanford, he was responsible for all things related to data and optimization at an online advertising startup in the real-time-bidding space. While Scott specializes in extracting value from data, he also has a deep passion for product and user experience.

Keynote: LinkedIn Econometric Applications & Extracting Economic Insights from the LinkedIn Dataset

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Jim Novo, Owner, The Drilling Down Project permalink ]

Jim Novo

Jim is an interactive customer retention, defection, and loyalty expert with nearly 20 years of experience generating exceptional returns on customer marketing program investments. His professional career has been focused on introducing Data-Driven marketing to new industries from cable television in the 80s to TV shopping in the 90s and now to the Internet.

Workshop: DAA Base Camp: Applying Web Analytics 102

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Bob Page, VP Analytics, eBay permalink ]

Bob Page As eBay’s vice president of Data & Analytics Platform, Bob Page brings more than 15 years of passion for analysis to the world’s largest online marketplace. Bob leads eBay’s data and analytics infrastructure, and is responsible for the strategy and policies that power data-driven decisions. From data warehouse and business intelligence solutions to advanced analytics and custom insights, Bob delivers solutions for eBay's strategic use of data.

Bob joined eBay from Yahoo!, where for over five years he led analytics teams across a broad range of responsibilities. He has been active in analytics since 1996, when he was co-founder, CTO and VP of Product Development for Accrue Software, a provider of large-scale web analytics. Bob is on the board of directors of the Web Analytics Association and serves on the eMetrics advisory council.

Bob was recently named by Information Management magazine as one of the top 25 information managers of 2011. He occasionally posts to his blog at , and is @bobpage on Twitter.

Keynote: Making a Career in Big Data

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Jared Parker, Manager of Web Analytics Data Warehousing and Reporting, Microsoft permalink ]

Jared Parker Jared Parker leads warehousing and reporting efforts for Windows Online, Windows on MSDN, Windows Client Help, and for the        upcoming App Store in Windows 8. Jared has over 12 year’s professional experience in content management, software development, project management, data warehousing, and reporting.

His recent projects include architecting a data collection system that has been adopted across, implementing a patent-pending approach for measuring download success rates from the Microsoft Download Center, and most recently completing a customized reporting suite for Windows Online built solely on Microsoft technologies.

Jared holds a bachelor’s degree, two master’s degrees, and is a certified Project Management Professional. As a new member of DAA, he recently volunteered for his local Seattle Chapter and is looking forward to sharing experiences with other DAA members at the national eMetrics conference. Outside of work, Jared relishes the time he spends with his wife and their two adorable children.

Deep Data Diving Track: Inside Web BI, Inside Microsoft

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Michael Parker, VP, Corp Marketing, Symantec Corporation permalink ]

Michael Parker Michael is a pioneer in the use of viral B2B videos and a leading innovator in developing “social networking” marketing solutions designed to generate awareness to increasingly “message bombarded” business audiences. Michael is responsible for developing actionable marketing and sales tools for Symantec’s leading and emerging solutions. He is also responsible for consistently and repeatedly delivering revenue generating product launches. In 2008 Michael was OMMA Award winner for Best Integrated Online Campaign.

Keynote: The Myth of Viral Video

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Rachel Pasqua, Head of Mobile, Organic, Inc. permalink ]

Rachel PasquaRachel Pasqua leads the mobile division of Organic, Inc. ( one of the first digital marketing agencies in the business. At Organic, she oversees ongoing development of mobile products and programs and works closely with the agency’s many Fortune 500 clients using mobile, social and ambient media to bridge the gap between online and offline and help them connect successfully with their customers. Prior to Organic, she established the mobile group at iCrossing ( where her clients included Toyota, Kia, Marriott, Williams Sonoma and LEGO.

Pasqua started her career in film development as a screenwriter and producer of feature films and documentaries before moving into digital in 1998. In 2000, she joined innovative tech startup MessageVine where she designed and produced mobile content for some of the US and Latin America's top web portals and wireless carriers. Prior to iCrossing, she served as Director of Strategy for Consect, a mobile consultancy focused on the entertainment and publishing industries. She's also worked extensively as a private consultant, developing cross-platform marketing initiatives for numerous international and US brands. 

Pasqua is a frequent and often-quoted speaker on digital trends at industry conferences including OMMA, L2 Forum and Digiday and has judged numerous media events including the IAB MIXX awards and the Communication Arts Interactive Design Annual. She writes regularly about digital innovation on Organic’s blog, Three Minds ( and on her own personal web site at

Mobile Marketing Metrics Track: Mobile Search Tactics

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Myllisa Patterson, Sr. Digital Marketing Analyst, Webtrends permalink ]

Myllisa Patterson

Myllisa is a digital marketer who turned her passion for marketing performance data and successful demand gen programs into an optimization analyst role for her team at Webtrends. She empowers marketers to understand their metrics, define clear goals and develop testing and optimization plans that result in more successful programs. In her current role as Sr. Digital Marketing Analyst she champions a culture of measurement and enables her team to leverage Webtrends' solutions as they take the message of "Real-Time Relevance. Remarkable ROI." to the market.

Keynote: Dog Food à la King

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Steve Petitpas, General Manager,, Studios & Events permalink ]

Steve Petitpas

Steve Petitpas is responsible for several of Microsoft’s key "owned" marketing channels including (a top 10 global reach website); Microsoft Production Studios, which creates and distributes media productions for both internal and external clients; and the Microsoft Worldwide Events group.

Steve joined Microsoft in 1996 and spent the first part of his career at Microsoft in the company’s MSN division, leading membership marketing on the US business and later as general manager of the MSN France business, in the Microsoft France subsidiary.  Under Steve’s leadership the MSN France network of sites rose from 7th place in audience size to 2nd.

In 2005 Steve moved into marketing communications as head of global advertising for Microsoft, putting particular emphasis on accelerating Microsoft’s shift to greater use of digital marcom vehicles.  Under his leadership the share of online in Microsoft’s advertising mix more than doubled and exceeded traditional media.

Before joining Microsoft, Steve worked in brand management at the Quaker Oats Company (now part of Pepsico) managing major brands such as Quaker Oats oatmeal and the Cap’n Crunch line of cereals. Steve has a BA from Georgetown and an MBA from Harvard Business School. Outside work he enjoys spending time with his wife and two sons, wine collecting and triathlon training and racing.

Keynote: On the Hook for Results with the C-Suite

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Paul Phillips, CEO & Founder, Causata permalink ]

Paul Phillips

Paul is the CEO and Founder of Causata, a software company that deploys a new type of customer intelligence software for Fortune 1000 companies. In 2000 Paul founded Touch Clarity, a company that developed the online content targeting platform that was to become the platform of choice for the largest consumer Financial Service and Retail companies.

In 2007 Touch Clarity was acquired by Omniture as the one-to-one targeting engine for the Conversion Suite of products. Since January 2009 Paul has been CEO of Causata, a company that makes it easy to act in real-time on the full customer view at any touchpoint.

Paul is a frequent speaker at conferences about marketing, customer experience and analytics. He also maintains a close relationship with the academic community and is an External Advisor to the Computer Science Department at University College London.

Diamond Sponsor Presentation: Predictive intelligence comes to Digital Marketing

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Corry Prohens, Managing Consultant, IQ Workforce permalink ]

Corry Prohens Corry Prohens is the Founder and President of IQ Workforce, a global recruiting firm for the Web Analytics and Search Marketing communities. He is a member of the Web Analytics Association, SEMPO and a frequent public speaker, blogger and community advocate. Corry's specialties include: Web Analytics, Marketing Analytics, SEO, SEM, BI, eCRM, Social Media, and Online Marketing.

Metrics Management: Analytics Career Development

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Balaji Ram, Senior Leader in Site Analytics & Optimization, permalink ]

Balaji Ram Balaji Ram is currently the Director of Site Analytics & Optimization of, part of Wal-Mart Stores, Inc. the World's largest retailer & Fortune #1 company. In his role, Balaji manages all areas of's site analytics including analytic platforms, business analysts, site conversion engineers & AB testing optimization experts.

Prior to this role, Balaji was the Director of Web Analytics & Optimization at Expedia. He had global responsibility for Expedia's web analytics & eCommerce customer experience measurement initiatives, including mobile, social and local commerce analytics. Balaji also lead various analytic platforms & integration aspects of click-stream analytics, experimentation platforms (both AB & MVT), customer experience monitoring, voice of customer tools, enterprise data warehouse integrations, & text analytics tools. He also managed third party and home grown analytics, AB testing product management & engineering development responsibility for all areas of analytics platform roadmap. Balaji joined the Expedia, Inc. group in 2008, heading up web analytics, closed loop re-marketing initiatives & site experimentation for

Prior to, he worked for Meijer, Inc. the leading mid-western retailer, building their eCommerce analytics & site monitoring initiatives. Prior to that, Balaji held management consultant positions at Toyota Motor Sales where he managed all aspects of customer facing web performance monitoring & analysis. Prior to that he held six sigma strategy consultant & engineering positions for Big 3 Automotive supplier companies.

Balaji was recognized in March 2011 as the recipient of the Expedia's Gold Standard Award for excellence in web analytics. He also serves as the Customer Advisory Board Member for various Enterprise Digital, Mobile Analytics & Multivariate Testing solutions.

Balaji has a BS in Electrical Engineering specialized in Instrumentation Engineering & a MS in Engineering Management.

Keynote: Multi-Tiered Complex Ecommerce Optimization

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Manny Rivas, Online Marketing Account Manager, aimClear® permalink ]

Manny Rivas Manny Rivas is online marketing account manager at aimClear®. His areas of expertise include blogging, online journalism, demographic research and all-things YouTube. In addition to writing for aimClear blog, Manny is a contributor to SearchEngineWatch. He has spoken about YouTube, Facebook & Linkedin at national and international industry conferences, and recent university speaking engagements include University of Minnesota,College of St. Scholastica and University of Minnesota - Twin Cities.

Manny's client work includes YouTube production for Siemens, multiple (cherished) American food brands, video contest production for the academic sector of The Washington Post company, and a variety of both local and international companies ranging from hospitals to .edu sites, B2B and travel.

Social Media Metrics Track: Measuring and Monitoring Twitter and Facebook Analytics

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Louis Rosenfeld, Publisher, Rosenfeld Media permalink ]

Louis Rosenfeld Lou Rosenfeld is an independent information architecture consultant for Fortune 500 corporations and other large organizations, and founder of Rosenfeld Media, a publishing house focused on user experience books. He has been instrumental in helping establish the fields of information architecture and user experience, and in articulating the role and value of librarianship within those fields. Lou is co-author of Information Architecture for the World Wide Web (O’Reilly; 3rd edition 2006) and Search Analytics for Your Site (Rosenfeld Media, 2011), co-founder of the Information Architecture Institute, and a former columnist for Internet World, CIO, and Web Review. He blogs regularly and tweets @louisrosenfeld even more so.

Customer Experience Optimization Track: Search Analytics for Your Site: 8 Things You Can Do

George Roumeliotis, Leader of Analytics Engineering for Product Innovation, Intuit permalink ]

Corry Prohens Dr. George Roumeliotis leads a team of Data Scientists at Intuit who develop advanced analytics algorithms that have been applied to everything from enabling new product features to optimizing internal business processes. Dr. Roumeliotis began his career as an Astrophysicist at Stanford University, before co-founding two venture-backed companies, in online marketing and supply chain optimization, respectively. He has been leading strategic initiatives that apply advanced analytics at Intuit for over three years.

Keynote: Managing Marketing Metrics at Intuit

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Mark Ryan, Founder, Extractable permalink ]

Mark Ryan Mark Ryan has an extensive background in web application development, Search Engine Marketing, and Web Analytics. As a founder of Extractable, Mark manages the Strategy, Creative, Engineering, and Project Management groups at Extractable. Mark enjoys working with Web Analytics and sits on various committees of the Web Analytics Association. Mark started his career in Internet development at Applied Materials where he served an integral role in the design and development of the companies first online Inventory and Support Management System. He also developed applications for premiere clients such as Intel, AMD, and Siemens. After Applied Materials, Mark served as Senior Applications Engineer for USWeb's Content Management group and worked on the design and implementation of the company's first web based content management application.

Optimization Clinics: 10 Techniques in 50 Minutes - Using Web Analytics to inform Website Redesigns

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Peter Sanborn, Digital Analytics Director, Microsoft Corporation permalink ]

Peter Sanborn Peter Sanborn is a web analytics practitioner at heart and find inspiration in seeing how web data, when presented well, can inspire change and incite action.

At Microsoft, Peter has led several teams, all of them focused on putting web analytics to work for Prior to Microsoft, he was the Managing Director of Catalysis Corporation, an interactive marketing company based in Seattle, WA. In 2009, Peter was elected to the Board of Directors of the Web Analytics Association, a professional association advancing the field of web analytics. In 2010, Mr. Sanborn became the President of the DAA Board.

Mr. Sanborn holds a BA from Kenyon College and an MBA from the University of Washington.

Metrics Management Track: Analytics Career Development

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Rand Schulman, Managing Partner, Schulman + Thorogood Group permalink ]

Rand SchulmanRand helped create an industry - inventing brand name online marketing and new media products from benchmark vendors; WebSideStory (acquired by Omniture/Adobe), Keylime Software, (acquired by Yahoo!), WebTrends, Unica (acquired by IBM), Eightfold Logic and InsideView. In 2005 he was named one of the Top 100 BtoB marketing executives by BtoB Magazine. and is a Top 100 CMO in Social Media Magazine.  He is regularly quoted in the WSJ, Investor's Business Daily and Business Week and in numerous marketing & media publications, including AdWeek, and Advertising Age. He is a Trustee of the Direct Marketing Educational Foundation (DMEF), a founder and past board member of the Web Analytics Association, and is a managing partner in Schulman Thorogood Group.

Currently Rand sits on boards and advises - Web Analytic Consulting Company, Technology Leaders; and Social Media Analytics Firm ViralHeat as well as other firms. Rand is a regular speaker and author and has recently presented at SES, SXSW, and keynoted at Cornell on the topic of new marketing and media. Rand currently advises a number of Investment Banks, Private Equity and Venture Capital firms about sector-shifts and opportunities in new media and marketing. He has spearheaded the acquisition of numerous online media companies in the decade including most recently mobile analytics firm Motally (acquired recently by Nokia). Rand holds a BA in English and Journalism from the University of the Pacific.

Keynote: Creating a Metrics-Driven, Demand Generation Program

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Rachel Scotto, Digital Marketing Strategist, Scotto Consulting permalink ]

Rachel Scotto Bio is forthcoming.

Moderator: Metrics Management

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Sarah Searls, Vice President, Performance Analytics, Choice Hotels International permalink ]

Sarah Searls Sarah Searls has spent the last 12 years of her career helping companies apply various analytical techniques to drive key strategic and operating decisions. She is currently Senior Director of Performance Analytics at Choice Hotels where she is responsible for leading analytical efforts to support marketing mix & spend allocation, eCommerce efforts, and revenue management initiatives to name a few areas. Prior, she worked at AOL where she lead a global Marketing Analysis group as well as a Business Intelligence team which supported AOL’s web, email and search businesses. Sarah has an MBA from Duke’s Fuqua School of Business and a BA from Wesleyan University. She lives in Bethesda, MD with her husband and their children.

Customer Experience Optimization Track: Optimizing Spend Across Online and Offline Channels

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Sharron Silva, Ph.D., Director of Market Research, American National Red Cross permalink ]

Sharron Silva Dr. Silva has served as Market Research Director at the American Red Cross for more than ten years. Her responsibilities address a range of business issues related to service recipients, supporters, and internal constituencies, and encompass qualitative and quantitative research related to predictive analytics, customer service, customer value analysis, ad and concept testing, brand strategy, messaging, and related topics. She holds a Ph.D in Educational Psychology and Evaluation from The Catholic University of America and, in previous positions, conducted research related to health care utilization (physician practice, prescription drug pricing, and cost issues related to durable medical equipment).

Keynote: Data Diving for a Good Cause

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Jim Sterne, Founder, eMetrics Marketing Optimization Summit permalink ]

Jim SterneJim is an international consultant on electronic marketing and customer interaction who focuses his twenty five years in sales and marketing on measuring the value of interactivity for creating and strengthening customer relationships. Jim has written six books on Internet advertising, marketing and customer service including, "Web Metrics: Proven Methods for Measuring Web Site Success" and "Social Media Metrics: How to Measure and Optimize Your Marketing Investment." He is the founder of the eMetrics Marketing Optimization Summit, Founding President and current Chairman of the Web Analytics Association and is very pleased you could make it to this latest Summit.

Keynote: Sterne Measures
Keynote:A Few Sterne Questions

Hila Strong, Director, Digital Intelligence, Keystone Solutions permalink ]

Hilla StrongHila leads the Digital Intelligence practice at Keystone Solutions, the industry’s most experienced full-service digital measurement group. At Keystone, Hila’s team delivers innovative solutions to leading Enterprise companies. Prior to Keystone Solutions, Hila was a Sr. Web Analyst at Myspace where she worked with the executive team through the acquisition of the company in June 2011. Hila has a thirst for data exploration and takes an investigative forensic approach to anything she does. Her main goal with clients is to tell a story with data, and she’s a firecracker of ideas. Hila is on the Omniture Customer Advisory Board, she is a committee member on the Web Analytics Association, and she’s currently teaching Analytics & Measurement classes at UC Irvine.

Website Optimization Track: My Secret Weapon: How I find Optimization Opportunities by Cheating on my Web Analytics Vendor

Ian Thomas, Senior Director, Advertising Business Intelligence, Microsoft permalink ]

Ian ThomasIan Thomas has been involved in the world of online measurement and Business Intelligence for over ten years. In 2000 he co-founded WebAbacus, which was one of the UK’s first web analytics firms, specializing in and helping to define the online ad campaign measurement space. In 2006 Ian moved to Seattle, WA, to join Microsoft Advertising, to focus on bringing high quality campaign performance data to advertisers and agencies.

From 2009 to 1012, Ian headed up Business Intelligence for Microsoft’s global online display advertising network, which includes MSN, Windows Live, Xbox Live and a host of third-party sites. In his role, Ian has delivered a string of innovations that have helped senior leadership within the company boil down the complexities of the online advertising industry and make impactful decisions on how to run the business. He has recently moved to a new role, leading strategy and product management for the BI platform for MSN and Bing, where he will be focusing on delivering insights on consumer behavior across these key properties.

B2B Marketing Metrics: Designing the Perfect Display Ad Monetization Dashboard

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Pelin Wood Thorogood, Managing Partner, Schulman + Thorogood Group permalink ]

Pelin Thorogood

Pelin is a new media marketer and entrepreneur, with success in both venture-backed startups and public companies.  Throughout her career as a high technology executive, she has consistently been in the forefront of emerging technologies and trends, including as CMO of WebSideStory's award-winning suite of cloud-based online marketing optimization solutions (acquired by Omniture/Adobe).   In 2011, Pelin was named one of the "20 Women to Watch" in sales lead management, and is a frequent speaker and author on "Social Selling", "Social Marketing" and related topics.  As managing partner in Schulman+Thorogood Group, Pelin sits onboards and advises new media and cloud computing companies.  She also serves as Executive-In-Residence for Cornell's Johnson Graduate School of Management. Pelin holds a BS in Operations Research, M. Eng and MBA degrees, all from Cornell University.

Keynote: Creating a Metrics-Driven, Demand Generation Program

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Dana Todd, VP Performance Innovation, Performics permalink ]

Dana Todd Dana Todd is VP Performance Innovation at Performics and her team collaborates with Performics’ global network and partners to explore and evaluate opportunities throughout the performance marketing landscape. They combine proprietary solutions with platform partners to unlock incremental and big-win opportunities across emerging media and new technologies. Since 1996, Todd has driven value for hundreds of companies, helping them find actionable insights and success in interactive marketing. Her career spans a variety of practices including search marketing, development and digital advertising, first leading San Diego interactive agencies Bien Logic and SiteLab; then co-founding SEMPO (Search Engine Marketing Professional Organization) and its training arm SEMPO Institute; and most recently, Todd launched Newsforce, a startup that redefined digital advertorial and sponsored content. She is a favorite speaker at Search Engine Strategies, ad:tech, OMS, SMX, OMMA and regularly provides insight to the financial press and industry.

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Jennifer Veesenmeyer, VP, Analytics, Stratigent permalink ]

Jennifer VeesenmeyerJennifer is VP, Analytics at Stratigent, where she specializes in assisting enterprise-level organizations overcome the communication challenges of web analytics, such as gaining executive buy-in, building consensus and facilitating cultural change. She is highly regar ded as an industry thought leader and is frequently asked to conduct educational presentations on the topic of meaningful reports. Not to mention one of the top rated speakers in seven years of eMetrics Summits.

Moderator: B2B Metrics
Workshop: Pimp Your Reports

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April Wilson, President and CEO, Digital Analytics 101 permalink ]

April Wilson April Wilson leveraged her love of teaching and analytics to create Digital Analytics 101, where she serves as the President and CEO. Her focus is on teaching small-to-medium size businesses on best practices in digital marketing, social strategy, and web analytics.

April graduated with a master's degree in Sociology while running her business, OutSpoken Productions. She built her second career from her love of quantitative analysis, while retaining her focus on serving the greater good, working with companies like People's Bank, The Royal Bank of Scotland, TIAA-CREF and The Dallas Morning News, and most recently, Targetbase. She served on the Board of Directors for the Web Analytics Association as vice president and director of marketing from 2006 to 2009. She is also an active community volunteer.

Optimization Clinics: Why Critical Thinking Is More Important Than Any Web Analytics Tool

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Tim Wilson, Director of Measurement and Analytics, Resource Interactive permalink ]

Tim Wilson @tgwilson has been working with myriad dimensions of marketing and customer data for over a decade, ranging from business intelligence, data warehousing, and customer data management to digital and social measurement and analytics. From running the BI department for a $500 million high tech B2B company to driving initiatives to clean up customer data at a major insurance and financial services company, to his current position working at a leading digital agency (Resource Interactive is No. 4 on Advertising Age’s Agency A-List) to help consumer brands ranging from Hewlett-Packard to Purina to Victoria’s Secret effectively decipher and act on their digital and social data, Tim is a marketer-friendly data geek. While his heart remains in Austin, Tim has been based in Columbus, Ohio, for the past five years, where he started and continues to run monthly Web Analytics Wednesday and where he blogs about measurement and analytics at

Social Media Metrics Track: Measuring and Monitoring Twitter and Facebook Analytics

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Expo Hall Hours
Monday, April 15th
7:30am - 7:30pm

Tuesday, April 16th
7:30am - 4:30pm

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