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Tracks: Conversion

San Jose, May 4-7, 2009

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

Tuesday, May 5 • 11:00 - 11:50 am • Conversion 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 • Conversion 2

eMetrics Marketing Lab: Personalized Content Targeting in Email and Beyond

Angel Morales, eMetrics.org

The eMetrics Marketing Lab Challenge: You want to personalize on-line content…actually, your customers want you to personalize your on-line content. They will thank you with more orders, increased customer satisfaction and increased word of mouth advertising. Since you are not made of money, how do you accomplish all this with the data technology you already have?

The answer? The Search box. That’s right, that little box sitting in the top corner of your website. Most web managers fail to realize the potential of their internal site search to shine a light on customer intent. Yes, it has great value as a standalone function, but with a little creativity and effort it becomes a powerful tool. That Search box is the driver for preference, transactional and behavioral content/product targeting on your website, landing pages, and in email.

In this lab, a specialty retailer takes you inside their solution to show how they leverage basic site search to power 1-to-1 product targeting in email. Like a recipe card, you will see how the technology blends together to identify preferred brands to populate site search results and serve those target products into email. They will share real success metrics from their extensive testing and show how you can accomplish this with most enterprise search/retail search tools.

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

CSI: Conversion Scene Investigation

June Li, Managing Director, ClickInsight

Best practice analytics process promotes designing metrics collection, event tagging and KPIs into marketing before launch. But what do you do when you, the analyst, have not been involved and you’re now asked to provide conversion insight or success evaluation after the campaign is launched or over? What can you say about conversion? Can you help? Yes, you can! Learn key questions to ask in a variety of campaign situations. And why you should never turn your back on such a request, no matter how impossible an analysis might seem at first glance.

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

Competing on Web Analytics

Eric Peterson, Web Analytics Demystified

A few years ago companies created a competitive advantage simply by being online and having a presence in the digital realm. Unfortunately, the first-mover advantage has largely evaporated in most sectors, forcing companies to look elsewhere for strategies to make better decisions and maximize the value of the online channel. In 2007, in the best-selling Competing on Analytics: The New Science of Winning, Tom Davenport and Jeanne Harris described how great organizations like Harrah's, Netflix, Best Buy, and the Boston Red Sox used analytics to trump their rivals. Now, in 2008, Eric T. Peterson of Web Analytics Demystified is extending Tom and Jeanne's work into the online channel with his groundbreaking presentation, Competing on Web Analytics. Based on a combination of his 2005 JupiterResearch report Web Analytics: Framework for Using Data to Drive Business Success, his strategic consulting practice, and over a decade of work in the digital measurement industry, Mr. Peterson will outline how people, process, and technology should be leveraged to create a competitive advantage in the increasingly fragmented online world.

If you've ever struggled with your digital measurement efforts, either because you didn't trust the data, didn't understand the data, couldn't get the data you actually needed, or couldn't use the data you had been given, come see Competing on Web Analytics. You'll learn how you can transform your current use of web analytics data by creating a digital measurement roadmap, you'll hear first-hand about the successes your peers and competitors are already reporting, and you'll gain valuable insights into how to deploy the best technology, hire the best people, and create the best business processes designed to improve your ability to compete in the online channel.

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

Rules for Analytics Revolutionaries

Avinash Kaushik, Occam's Razor & Google, Author, Blogger, Analytics Evangelist

Avinash shares his perspective on rules that will help you change the world, rules that should be at the core heart of your web analytics approach. What to look for in people, what should be your tools strategy, the value in failing faster, who should own web analytics in your organization, and more. You'll leave with a list of mistakes you can avoid, new approaches you can implement and improved job security.

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

Avoiding the 7 Deadly Sins of Landing Page Design

Tim Ash, President, SiteTuners.com

Getting someone to your landing page is only half the battle. The effectiveness of your landing page directly impacts the profitability of your online marketing campaign. Learn how to avoid the seven deadly sins of landing page design and skyrocket your conversions rates. Plenty of time will be available to answer your specific questions in a fast-paced Q&A with landing page optimization expert and author Tim Ash.

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

DYI Testing vs. Multivariate Testing

Braden Hoeppner, Coastal Contacts

Dr. Martin Armstrong, koodos

Marketers that consistently achieve success are always testing. Some have a low-overhead, low-cost approach to testing their site and email campaigns and just focus on using good methodology. Others pursue the alternative extreme of multivariate testing. Both approaches are good, and marketers need to learn how to make either work for them in order to determine which may be a better fit. Braden delves into a do-it-yourself testing and the multivariate approach, comparing and contrasting real-world experiences and how both can be used to drive campaign, site, and email success.

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

Test and Target Your Way to Success: Top Tips and (Mistakes to Avoid) from VEGAS.com

Mike Brown, VEGAS.com

What's important to understand about multivariate testing is that it not only shows you which combination of elements generate more sales or pull more leads, but also reveals which individual elements influence visitor behavior versus those that do not. In this presentation, Mike Brown of well-known destination site VEGAS.com will share the company's best practices for testing and targeting -- as well as common mistakes to avoid. You can use this advice to get started optimizing your corporate website today!

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

Optimizing Marketing Spend Through Multi-Source Conversion Attribution

David Jenkins, BuildDirect

At the beginning of 2008, BuildDirect significantly enhanced their tracking tools to deal with multi-touch advertising. The tracking system is capable of allocating revenue from a single sale across relevant marketing sources, in addition to successfully allocating revenue from offline channels. In the process, we have reduced our online advertising spend by 40% without a corresponding decline in revenues. David discusses some of the key challenges in implementing these tools and some of the surprising discoveries about the effectiveness of various sources.

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

Cross-Channel Analytics Without Crossing Wires

Eric Tobias, Unilytics

As web data loses its novelty and takes its place as a valuable marketing data stream, it's necessary to explore new strategies for determining cross-channel KPIs. When measuring the interaction of various channels such as web sites, customer service, phone support and print media it becomes apparent how analytics ties them all together. Drawing on years of helping a wide variety of companies wrestle with a myriad of data integration issues, Eric itemizes the important steps you must take and the potential pitfalls you are likely to encounter.

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