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Tracks: Acquisition

San Jose, May 4-7, 2009

Tracks & Workshops | Agenda at a Glance | Speakers | Pricing & Registration

Tuesday, May 5 • 11:00 - 11:50 am • Acquisition 1

Always Be Testing

Bryan Eisenberg, Future Now Inc

Bryan, who lead the way with Persuasion Architecture and Call to Action is now exhorting us to Always Be Testing. Companies realize how hard it is to drive more and more traffic to their websites. The rising costs of traffic places tremendous pressure on the landing page to convince visitors to take a desired action. Improving landing page conversion rates has become a key focus because even a slight improvement can dramatically boost profits. A/B or Multivariate testing has become a technical darling, but where do you begin? What exactly should you test? How do you get corporate buy-in? How do you maximize returns on testing investment? How do you go from a culture of having to always be right to always be testing?

Tuesday, May 5 • 3:30 - 4:20 pm • Acquisition 2

Analyzing SEO Traffic for Growth & Conversion

Danny Sullivan, Calafia Consulting (Moderator)
Stephan Spencer, Netconcepts
Daniel Waisberg, easynet Search Marketing

Search engine optimization is the art and science of creating a more findable website - but that's only the beginning. In a world of customized interactions with search engines, where place, language, and customer behavior have strong influence over search results, it becomes increasingly important to account for SEO profitability. This panel will discuss measuring SEO value, techniques for improving SEO campaigns, improving keyword targeting and boosting SEO profitability. Learn how to use web analytics data to grow organic traffic and using a long tail keyword approach to target underserved business searchers - all illustrated with examples on the use of conversion rates, engagement metrics, and internal search along with specific methods and analysis approaches allowing attendees to employ similar techniques for their websites.

Tuesday, May 5 • 5:20 - 6:00 pm • Acquisition 3

Maximizing and Optimizing Online Advertising

David Smith, Media Smith
Jon Aizen, Dapper

How much is that banner in the window? Rich media, Flash or in Braille? How much is that pop-up in the window? I hope that skyscraper’s for sale.

You bet it is – but for how much? Buying, selling, planning, measuring and optimizing online campaigns requires a healthy dose of clear business goals, specific key performance indicators, a firm grasp of behavioral targeting. This panel describes their own situation. looks at the future and reflects on the issues that are fundamental, critical, interesting, very cool and overwhelmingly frustrating - all to the tune of questions from you.

Wednesday, May 6 • 11:10 am - 12:00 pm • Acquisition 4

Advanced Behavioral Targeting

Anil Batra, Ascentium

So you have heard all about Behavioral Targeting and now you are ready to try it out. There are several things that you should know before you dive into BT. In this session Anil will talk about the benefits of BT to consumers, publishers (site owners) and advertisers. He will show what vendors are available to help with different types of BT and review various aspects of BT, from the available technologies to the tried and true techniques to the preponderance of privacy pains. This session will walk you through a 5 step process to successful Behavioral Targeting and is not just limited to online advertising but also how these techniques can be used for onsite advertising and content and product targeting as a part of onsite campaign.

Wednesday, May 6 • 3:25 - 4:10 pm • Acquisition 5

Web Analytics in the Hot Seat

Avinash Kaushik, Author, Blogger, Analytics Evangelist

Ian Thomas, Microsoft

So many contradictory things have been said and written about Web Analytics in the last few years: It's awesome/it's useless; it's easy/it's difficult; it's all about process/it's all about love; data is king/data is evil. But where does the truth really lie? In this exciting and engaging session, one of the industry's most experienced technologists, Ian Thomas, will take on one of its most popular and well-known advocates, Avinash Kaushik, in an attempt to cut through the hyperbole and make some sense of it all. Questions will fly (answers as well) and there is a real likelihood that wisdom will flow. In any case, it's a sure thing that much fun will be had. You can expect learn about what mistakes to avoid, what not to overlook and what you should do to achieve glory. And be prepared to get involved – this one's going to be lively.

Wednesday, May 6 • 4:15 - 5:00 pm • Acquisition 6

eMetrics Marketing Lab: Bringing Visitor Data into the Data Warehouse

Angel Morales, eMetrics.org
Michelle Rutan, Business Intelligence Web Program Manager, National Instruments (NI)
Akin Arikan, Director of Product Strategy, Unica Corporation

It's no secret that today's enterprises need to better understand the up-to-date preferences and interests of visitors to their sites. But needing to better understand and actually being able to better understand are two different animals. Since 1) interests change and 2) there's no way to include all values of interest, keeping visitor (customer and prospect) information current is incredibly difficult, and with sales and marketing departments clamoring for updated information, the pressure is on. This presentation examines how National Instruments, whose products are used by more than 25,000 companies worldwide, is bringing visitor data together with the data warehouse by integrating web traffic data to identify interested users and better understand buyers. This presentation will also explore how to effectively tag, the importance of keywords and how to utilize this information to your advantage.

Thursday, May 7 • 10:05 - 10:55 am • Acquisition 7

All Your Searching Questions Answered

Barbara C. Coll, Webmama.com
Vanessa Fox, Ignition Partners
Michael Stebbins, Market Motive (invited)

Have a question about how search works? How to make it better? Why things are so frustrating? This wildly successful session at the last eMetrics Marketing Optimization Summit is brought back by popular demand. Just be sure to watch the clock as this session has been voted the most likely to keep you in your seat for hours.

Thursday, May 7 • 11:00 - 11:50 am • Acquisition 8

Search From Now On

Mike Grehan, Acronym Media

It’s the end of search as we know it and Mike is here to spell out what happens next. On the leading edge of the online search market since its start, Mike is provocative. Mike is funny. Mike is passionate. Mike knows how the search engines work from the inside. Mike shares what he sees in his crystal ball.

Thursday, May 7 • 1:10 - 2:00 pm • Acquisition 9

Marketing & Advertising Attribution Panel - Who Gets the Credit?

Raymund Sibulkin, Edmunds
David Baker, Avenue A/Razorfish
Jeff Molander, Molander & Associates

How should companies manage promotional Attribution? Can you calculate how much each promotional effort contributed to a sale? How much credit do you give the ad? the search term? the landing page? Experts in email marketing, affiliate marketing and online car researching and shopping tackle these sticky questions as we all try to figure out how to carve up our promotional budgets.

Thursday, May 7 • 2:05 - 2:55 pm • Acquisition 10

Data Diving in the Sea of Search

Amanda Watlington, City Square Consulting

Everyone uses dashboards and KPIs to look at performance but nuggets of marketing gold can be found by deep diving into the data. Effective keyword research is not just finding the most queried keywords but extracting clues from the site, the analyticsand from the search engines. An "all natural" foods company can get better performance/conversion for "gourmet" because many "all natural" searches are looking for medications. A deep dive can showthe how long tail searchers are very different from company expectations - and keyword spending. Amanda reviews the tactics of the deep dive-- the tools, techniques, tips, tricks and traps and what sort of value to expect from the effort. But wait - there's more. Mining keyword data has become more important assearch moves beyondplain text data. As more types of data areincluded in the results of universal search (Google) or blended search (Yahoo!), it is critical to understand the keywords used to find these new types of files and create a naming strategy to stay competitive.

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