Optimizing the Web Experience
A good customer experience is much like obscenity – it’s hard to define but you know it when you see it. It’s our job to understand what it’s like trying to do business with our organizations. How hard is it to find the information that’s needed, when it’s needed? Now that the pressure is on, you need to get your data to reveal insights faster than ever. You need to communicate the insights you’ve dug out of that data to those who might use it to make valuable decisions. 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.
Moderators: Tim Wilson, VP of Analytics and Measurement, Clearhead
Jim Sterne, Founder, eMetrics Summit
Monday, April, 15, 10:20am – 10:30am •Room: Golden Gate B
Gold Sponsor Presentation
Optimizing the Customer Experience via Tag Management
Ali Behnam, Co-Founder, President, Tealium
Monday, April, 15, 10:30am – 11:15am •Room: Golden Gate B
Web Optimization Process Management
Consistently delivering business value requires more than tools. It requires instituting a repeatable process for identifying and prioritizing business questions, translating those questions into testable hypotheses, and applying the appropriate tools to reach actionable conclusions. In this session, Tim opens up his toolbox and shares his favorite tools, tips, and techniques for pivoting from “producing reports” to being the marketing department’s favorite partner.
Tim Wilson, VP of Analytics and Measurement, Clearhead
Monday, April, 15, 11:20am – 12:05pm •Room: Golden Gate B
The Evolution of an Attribution Resolution
How do you reconcile claimed “success” across different channels and platforms when each is using different metrics? A universal approach is needed to define value creation and sort out the contribution of different marketing channels. Jim describes how to expose the true drivers of success with a meal plan recipe for a digital analytics feast, an appetizer of analytical culture, a main course of data quality, a side dish of standardized measurement, and a dessert of formal testing. Learn how to optimize the entire customer experience as you strive to improve the individual dishes.
Jim Novo, Owner, The Drilling Down Project
Monday, April, 15, 1:30pm – 2:15pm •Room: Golden Gate B
Attend this Session or Pay €1 Million
In fact, it can cost a lot more. If you are selling into the European Union, process personally identifiable data (like IP addresses) and do not have a data protection officer or do not comply with privacy requirements “by default” and “by design,” then you can be charged up to 2 percent of your annual worldwide turnover. Scared yet? Did we mention that there are 27 different interpretations of the European Parliament’s Directive 95/46/EC? Our panel will discuss current and future regulations, how companies in the U.S should be doing about it today and the way forward toward a customer centric view of data.
René Dechamps Otamendi, CEO & Co-Founder, Mind Your Group
Joanne McNabb, Director of Privacy Education and Policy, Office of the Attorney General, California Department of Justice
Monday, April, 15, 2:20pm – 3:05pm •Room: Golden Gate B
Developing an Effective Conversion Optimization Strategy
The old saying goes that if you want to increase conversion rates, stop advertising and then only buyers will come to your website. While that may be true, it is also true that improving your conversion rate is really improving the customer experience on your site – with monetary proof. Chris takes conversion optimization seriously and shows how to develop an effective strategy for conversions, how to determine the efficacy of your advertising efforts and conversion’s correlation to lead generation and overall revenue. You know conversion rates and optimization are critical in today’s digital marketplace – come learn the advanced tactics that effectively increase conversion rates on landing pages.
Chris Goward, Co-Founder & CEO, WiderFunnel Marketing
Monday, April, 15, 3:30pm – 4:15pm •Room: Golden Gate B
The Dawn of Convergence Analytics
New types of data and a new set of tools created a new class of analysis for the marketer. Big Data, access to cloud computing, fancy algorithms, and unprecedented visualization capabilities have combined into Convergence Analytics. Though still in its infancy as a discipline, Andrew reviews this marketing equivalent of “one ring to rule them all” along with advanced data gathering and regularization strategies to create a dashboard-like experience for the marketer. Will all of digital analytics look like in two years? Find out where this fast-changing landscape – and your job – is headed.
Andrew Edwards, CEO, Technology Leaders
Wednesday, April, 17, 10:20am – 11:10am •Room: Salon 7
Content Optimization from the Publisher’s Perspective
For 15 years, Joseph has been a manager, marketer, researcher, database analyst, and lead business developer. He has also wired together all the data he can get his hands on to help grow readership, inform advertisers and support the editorial and sales teams. Leveraging circulation analytics, niche product development, CRM systems, survey analysis, GIS and spatial analytics, database profiling and audience segmentation, Joseph has created a future where the newspaper is not dead and the knowledge they generate from the data they have is a source of pride – and revenue.
Joseph Gordon, Director of Research, The San Diego Union-Tribune
Wednesday, April, 17, 11:15am – 12:00pm •Room: Salon 7
UXD V. Analytics – What Have You Got for Me? No, What Have YOU Got for ME?
Chris and Farris expose the differences between how user experience designers and analytics practitioners think. While UXD weave best practices and user research into their designs, digital analysts spend their time confirming or refuting hypotheses in a data driven way. One approach is decidedly qualitative, the other decidedly quantitative. Learn how it is possible to leverage both enlightened design and deep data to continuously optimize user experiences. If you work on either side of this debate, this is how to better state your case… and get along with the other side.
Chris Farnum, Senior User Experience Designer, ProQuest
Farris Khan, Analytics Lead, ProQuest & BobbleheadGuru blogger
Wednesday, April, 17, 1:30pm – 2:15pm •Room: Salon 7
Are Best Practices in Testing Obsolete?
When it comes to testing with agility and velocity, it’s natural to lean toward best practices. Unfortunately, what’s been proven to work for many tests may not work for others. So how does a testing culture in the real world embrace uncertainty and move forward with confidence? Brooks explains how it’s done using a case study from a Fortune 500 company testing campaign.
Brooks Bell, CEO, Brooks Bell
