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Website Optimization

San Francisco, March 4-9, 2012

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: Brian Hawkins, Partner, Web Analytics Demystified

Monday, March 5, 11:15 am - 12:00 pm

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

Chris Goward, Founder & CEO, WiderFunnel Marketing Optimization
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. Chris shows how to use a proven 5-step Conversion Optimization process to test your website and get huge revenue lift including examples from leading companies like Electronic Arts, AllPopArt, SAP and Wine Express. Then 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. You end up with a set of practical operating principles you can customize and apply at once.

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Monday, March 5, 3:15 - 3:55 pm

The Mysterious Case of the Missing Ring

Rod Jacka, Managing Director & Principal Consultant, Panalysis
When traffic to the "This Too Shall Pass Ring" sinks like a stone, web archaeologist Rod Jacka swings into action. Armed with his analytics tools, bullwhip and trusty partner, Alice Whish, Rod vows to track down the villainous cause of this devastating drop in desire. Equipped with a multiplicity of tools and techniques, Rod and Alice engage the unknown. Rod recounts their adventures gathering clandestine data, uncovering shrouded trends and piecing together the puzzle that threatened to crush their once-thriving jewelry website. Grappling with site centric data, calling on the mystic powers of external data sources, they harness statistics to validate their observations. Rod and Alice triumph over the dark forces of ecommerce to emerge victorious. Their prized treasure? Powerful pointers every data digger can count on to uncover the truth and optimize their business.

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Monday, March 5, 4:00 - 4:40 pm

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

Hila Strong, Director, Digital Intelligence, Keystone Solutions
Find out how to come up with simple optimization ideas that make a real impact. In this “rapid-fire” style session, you will see examples of how the Keystone team quickly finds gems in any business and how they go directly to the gold nuggets of optimization opportunities. Hila will share the “secret weapon” tool they use for identifying the best places to optimize a site (and no, this is not a web analytics tool at all). At the end of this session you will walk away full of ideas and anxious to try the same approach yourself. Oh yes… Hila will also give you something to take back, so you can try this “secret weapons” for yourself. This is a sessions you do not want to miss.

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