Web Analytics Advanced

San Jose, May 4-6, 2010

If you've been around the web analytics block a few times, this is the track for you. Senior practitioners and consultants delve into the more abstruse mysteries of web analytics. This track is not about specific technology - your vendors can help you with that. This track is about doing serious analysis, creating actionable dashboards and securing your place at the strategy table rather than being relegated to the number-crunching squad. Presenters have been asked to review the top issues of the day but leave plenty of time for Q&A and discussion.

Wednesday, May 5 • 11:10am – 12:00pm • Web Analytics Advanced 1

Graduate Level Testing

Dylan Lewis, Intuit

Intuit has been committed to testing their website since 2005. Having completed hundreds of web tests to date, they have learned what works, what flops and what's still unknown. Dylan shares the tried and tested ways Intuit uses data to make decisions and testing best practices.

Wednesday, May 5 • 3:10pm – 4:00pm • Web Analytics Advanced 2

Behavioral Analysis and Use Case Analysis in Usability Studies

Gary Angel, Semphonic
Russ Rueden, Kohler

Use Case Analysis (or units-of-work analysis) has long been a core component of web site usability studies. Using examples from Kohler Microsites, tools and several of their more significant online properties, Russ and Gary demonstrate how behavioral use-case analysis can significantly improve web site design and performance, drive functional requirements and guide truly significant site change. Learn how to identify unexpected use-cases, how to compare your design expectations to behavioral metrics, and some of the most powerful ways to isolate and analyze individual use-cases on your site.

Wednesday, May 5 • 4:05pm – 4:50pm • Web Analytics Advanced 3

Behavioral Driven Marketing Attribution

Dean Abbott, Abbott Analytics
Angel Morales, Lightsout Marketing

One of the most difficult questions to answer is how much credit to assign to multiple marketing methods for a single sale. If a customer saw your banner ad, heard your ad on the radio, searched for three different keywords over the course of six days during which he clicked though on yet another banner ad; how much money should you invest next time in print, broadcast, search, display email marketing? The prize is not only refined "spend optimization" strategies, but also being able to identify which marketing efforts work together to drive to a conversion. Angel and Dean have been working on the technology and the math long enough to come up with a model that might just deliver an answer. Their approach is a re-invention of campaign analysis wherein both a campaign's lifecycle and campaign quality are modeled based on visitor behavior. Applying quality and lifecyle to an individual's point-in-time conversion sets the stage for 100% behaviorally driven marketing attribution. This session includes a summary of Dean and Angel's approach, takes you inside the mathematical models, and concludes with a LIVE walk through of an actual retailer's marketing efforts - as analyzed through their methods. It's a first glimpse into promise of Web Intelligence.