Keynotes

San Jose, May 4-6, 2010

Tuesday, May 4 • 9:00am – 9:45am • Keynote 1

Social Media - Time to Rethink Your Marketing Metrics

Jim Sterne, Founder, eMetrics Marketing Optimization Summit

Social media today is where the World Wide Web was in 1995. Everybody was talking about it and best practices were far and few between. We know it's important, valuable and catching on. What we don't know yet is how to measure the business results of business investments in this new communication medium. Jim Sterne, founder of the eMetrics Marketing Optimization Summit, current Chairman of the Web Analytics Association and dubbed the Godfather of Web Analytics tackles this subject head on and reveals what he's written in his seventh book on using the Internet for marketing. Marketing optimization just got a whole lot more complex. Jim puts it all into perspective.

Tuesday, May 4 • 1:00pm – 1:50pm • Keynote 2

Business Optimization - A Study in Change Management

Lizzie Schreier, Internet Marketing, Allstate Insurance

Back by popular demand, Lizzie is a powerhouse in a china shop. Imagine walking into a 78 year old, Fortune 100 company with more than 70,000 employees and none of them tasked with making the most of the Internet. Imagine setting your sights onto turning a 90% bounce rate into a 90% conversion rate. Imagine just how much heaven and how much earth need to be moved to make that happen. Has Lizzie, an unstoppable force, met an immovable object? It was no contest. Find out how the "Good Hands" company became a web savvy company as Lizzie tells her story of infiltrating corporate culture with a content management system and leveraging it to move up to multivariate testing. Lizzie will also reveal how to get started in social media without freaking out legal, leadership, or liability teams. Learn what it means and what it takes to be a Change Agent at a company founded by actuaries who do business by the numbers.

Wednesday, May 5 • 9:00am – 9:50am • Keynote 3

Leveraging Bleeding Edge Analytics Goodies

Avinash Kaushik, Author, Web Analytics 2.0

One of the coolest things about Web Analytics is that the ecosystem throws up something new every 48 hours. Yet we Practitioners refresh our tools / metrics arsenal perhaps once a quarter. in this keynote Avinash will share his favorite tools from our broad analytics ecosystem, tools that are from the edge, tools that allow us to measure new fields, mobile or social, and metrics that identify actionable outcomes. If you've never seen Avinash Kaushik on stage, you are in for a rare treat. If you have, you know he always delights and informs.

Wednesday, May 5 • 1:00pm – 2:00pm • Keynote 4

Measuring Online Success: Top Down and Bottom Up

Bryan Eisenberg, New York Times bestselling Author, Waiting for Your Cat to Bark and Always Be Testing
Eric T. Peterson, CEO and Principal Consultant, Web Analytics Demystified

Understanding the return on your digital marketing investment requires insight into high-level management issues as well as on-the-page experience optimization. There are no two more knowledgeable people on the planet than Eric and Bryan to spell out what you need to know from strategy to tactics, from boardroom to usability lab and from budget to business outcomes. Eric Peterson, author of some of the top books on marketing analysis and creator of the most useful community services and events in the industry shares his often controversial views of how companies are using analytics to best advantage and where they are failing. Brian, founder of the Web Analytics Association, Wall Street Journal, Business Week, USA Today and New York Times bestselling author and inventor of Persuasion Architecture gets right down to the shopping cart and shares his absolute grasp of online conversion dynamics.

Wednesday, May 5 • 4:50pm – 5:40pm • Keynote 5

Managing the Metrics at Expedia

Joe Megibow, VP, Global Analytics and Optimization, Expedia

Joe has hand-on experience with customer experience management. As Director of Field Engineering at TeaLeaf, he helped companies implement visit-specific experience tracking tools. At Hotels.com and now Expedia, Joe is responsible for core ecommerce infrastructure on the site (searching for product, checkout, customer care, pricing services, etc) as well as their iPhone apps, customer experience and customer satisfaction. If you've ever used Hotels.com or Expedia and had a problem, Joe probably knows about it. Joe is back by popular demand and you're sure to enjoy his style of humor while you marvel at his knowledge of customer management, corporate management, analytics and marketing optimization.

Thursday, May 6 • 9:00am – 9:50am • Keynote 6

Social Media Metrics Panel

Guy Fish, Purina/Nestlé
Xavier R. Jiménez, Spring Creek Group
Daniel Lu, Slideshare
Ying Chen, IBM

A brand manager, an industry analyst, a social media marketer and a consultant walk into a bar... well, onto our stage anyway .. and start answering questions. How do you know you're investing in the right place? What do you tell your clients about the future of social media? How do you measure a non-monetized business model? What's the first thing you tell your clients to measure? This very talented and very informed panel will take a crack at those questions and the ones you bring with you. Be prepared to raise your hand.