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Tracks: Emergent Metrics

San Jose, May 4-7, 2009

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

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

Web 2.0 - Metrics in a Post Page Impression World

Deepak Nadig, eBay

Web 1.0 applications are comprised of HTML documents that are linked together and pageviews have been used to measure and understand user activity. Web 2.0 applications provide much richer forms of interactions to users by decoupling the user-application interaction from browser-server interaction. The content of such pages are aggregated from a variety of sources. Page centric metrics cannot be used in such applications, since users can interact with a complete application without leaving the page. eBay has been a Web 2.0 application for many years, and has evolved its analytics infrastructure to support the new interaction paradigms introduced by Web 2.0. Back by popular demand, Deepak will describe the limitations of current analytic approaches and new concepts used by eBay to better understand user interactions on its web site as well as other richer eBay applications.

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

The What, Why, Where and How of Widget Metrics

Jodi McDermott, Clearspring Technologies

As the world moves away from centralized media distribution, social networks and blogs have created millions of new publishers that have access to massive volumes of engaging digital content. The widgets they create and share are small, fast, and viral. They are HTML cut-and-paste on steroids. They can also carry your brand. Jodi looks at the new metrics needed for widgets such as virality (placement), the hub nature of the online social scene and the amount of brand impact they might have. And that’s just the beginning. How are organizations using widget analytics to drive their widget strategy? What is possible to measure with respect to widgets? What do the different networks offer in terms of analytics? What are the new metrics that are evolving as a result of widgets and applications? Metric Standards - what is evolving and who is setting the standards?

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

Shows on the Go: Podcasting Metrics for Your Campaign

Susan Bratton, Personal Life Media
Jeff Karnes, VoloMedia, Inc.

A lot goes into producing a series of online syndicated audio programs. They are topic specific, intensely well targeted to listeners of discerning taste and specific interests. So outside of the number of people who hang on your every word, how do you know if this new medium of news, interviews and reviews is doing well? This dialog-style session explores tried and true metrics as well as dreaming of better measures to come. Join popular podcastress Susan Bratton and Jeff Karnes of Volomedia, the podcasting measurement service, as they delve into the reality, the hype and the hope of tracking listeners, measuring impact and helping you measure your revenue per campaign.

Wednesday, May 7 • 1:10 am - 2:00 pm • Emergent Metrics 4

Online Video Metrics Panel

Terry Cohen, Digitas
Matt Cutler, Visible Measures
Rachel Scotto, Sony Pictures Entertainment
Marko Hurst, Colangelo

Social media, word of mouth marketing, consumer generated content, have become increasingly proven tactics for building brand and driving purchase. Video falls into all of the above but how do you measure it? Philosophy, strategy and technology are in the mix as Terry, Rachel and Marko recount front-line experiences tracking and optimizing the impact of this most evocative medium. Virality, reach, emotional impact and business outcomes are on the table for dissection, dissention and discussion.

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

Virtual Metrics - Counting All Avatars

Dr. James Bower, Numedeon Incorporated
Jorian Clarke, KidsCom.com
Jared Freedman, Code4Software

Did that avatar look at your in-world billboard? Are those two feathered creatures listening to your animate presentation? Did that amour-plated dinosaur just recommend your products to the business-suited butterfly? What is your return on investment when promoting your services in a virtual environment? What is the impact on the consumer when they can tour your yet-to-be-built hotel, take a test drive in the online version of your vehicle, or redeem real reward points for virtual commodities? What level of granularity can you capture? What tools might help? How do you integrate real world and the virtual behavior with online and call center interactions? These are just a few of the questions.

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

Social Media Metrics Panel

Laura Lee Dooley, World Resources Institute
Erik Bratt, Digitaria
Lynn Lanphier, Best Buy

What's the impact when a customer can share their opinion about your brand with 10,000 of their closest friends? How do you know how much to invest in social networks and discussion groups? What is the value of a comment on a blog post? A connection in a social network? A question in a support forum? A tag on YouTube? If you aren't on Facebook, Twitter, Friendfeed, Technorati, and Delicious, should you be? And once you jump into social media, how do you track and measure success? Tips, tools and stories from the trenches from people who focus on online engagement and have more links, friends and followers than some small countries have citizens.

Thursday, May 7 • 10:05 - 10:55 am • Emergent Metrics 7

Cutting Through The Noise – Applications Of Data Mining And Predictive Analytics

Neil Mason, Foviance

Traditional querying and reporting analysis techniques can only take you so far in your quest to understand visitor behavior on your websites. Sometimes there is just too much data, too much noise, to be able to see the forest for the trees. After all that slicing and dicing it may be time to move on to using other tools in the analytical toolbox. In this presentation Neil will look at the use of a range of data mining and predictive analytical techniques to get to grips with issues like visitor segmentation and understanding customers’ propensity to purchase. In this presentation Neil will look at how you can use data mining and predictive analytical techniques to get to grips with issues like visitor segmentation and understanding customers’ propensity to purchase. Its where business meets math.

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

The Softer Side of Metrics - Is it Hot in Here or is it Just Me?

Eric Peterson, Twitalyzer
Stéphane Hamel, WASP
Jonathan Levitt, 4Q
Ken Kovash, Mozilla Corporation
Phillip Klein, BTBuckets

Join three leading tools tinkerers who have risked carpal tunnel syndrome and invested blood, sweat and terabytes to harvest the best bits from the datastream we have been creating. These interest-only, non-(directly)- commercial, not-(yet)-for-profit data dives are fun, cunning and revealing.

Eric Peterson - The Twitalyzer is a unique tool to evaluate the activity of any Twitter user and report on relative influence, signal-to-noise ratio, generosity, velocity, clout and other useful measures of success in social media.

Stéphane Hamel - WASP is the Web Analytics Solution Profiler, a specialized Firefox extension aimed at web analytics professionals who want to do quality assurance and understand how their web analytics solution is implemented.

Jonathan Levitt - 4Q is a simple, free survey solution that lets you ask these all-important questions to your website visitors, and gives you real-time, complete access to the results.

Phillip Klein - BTBuckets is a free on-site behavioral segmentation and targeting platform that creates segments based on behavior using recency, frequency and monetary value to map present specific content to user segments. Come find out what Phillip is learning about his users.

Ken Kovash - Aggregated data from panels is even more interesting when your panel size is statistically massive. As Firefox nears 25% worldwide market share, Mozilla is able to glean insight into some general ways in which people use the web.

Thursday, May 6 • 11:10 - 12:00 pm • Emergent Metrics 9

Going Mobile

Gary Angel, Semphonic
Greg Dowling, Nokia

This session is an exploration of the challenges around implementing a global measurement standard for mobile and mobile applications. Who would have bigger challenges around mobile than Nokia? Not only is Nokia the largest provider of mobile devices in the world, but they are building a comprehensive consumer-facing services platform with close device integration. Greg and Gary will discuss their work creating a standard for mobile measurement and the challenges they faced in navigating this rapidly evolving landscape.

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



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