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eMetrics Marketing Optimization Summit

Stockholm Sweden, 12-13 October 2009

Jesper Åström - Blogger and Online media professional

Jesper Åström Jesper is an Econometrics graduate from Gothenburg university turned social media marketer in Stockholm and Northern Europe. For the past 11 years, Jesper has used the web to drive business through consumer product and retail segments, the corporate PR and press community as well as opened up opportunities within the gambling vertical.

Utilizing the most out of SEO and social interaction, the technological evolution within this field has opened opportunities for return on investment that has been rare in other segments. Jesper hopes to share some tactics with you that can change the way you view your work with e-marketing and social media.

Session: How to Combine Social Media and E-Marketing to Increase Revenue?

Steve Jackson, Director Business Insights, Kwantic

Steve is a well known analytics specialist, author and speaker. A pioneer since 2002, he established one of the first European web analytics consultancies (Aboavista), later acquired by Satama (now Trainers' House) in 2006. His clients include Nokia, Nokia Siemens Networks, Vaisala, KONE, MTV3, Vodafone, Sanoma, Vattenfall and a host of others.
In 2008 he wrote his first book Cult Of Analytics published on May 14th 2009.
He also writes his own blog ( and serves as International Co-Chair for the Web Analytics Association.
Steve has presented and keynoted web analytics topics across Europe. These include The Internet Marketing Conference (Stockholm), The Search Engine strategies (Stockholm), IIH (Copenhagen), the IAB Finland (Helsinki), Media Plaza (Amsterdam), Design For Conversion (Amsterdam) The eMetrics Marketing Optimization Summit (London, Munich, Stockholm), Divia (Helsinki) in addition to sitting on dozens of panels.

Session: Developing a Cult Of Analytics

Lars Johansson, European Evangelist, International Internet Marketing Association (IIMA)

Lars Johansson is Sweden's most well-known online business optimization expert. He brought Web Analytics Association to Sweden and grew Web Analytics Wednesday from a small pub event to a large gathering when he introduced it in Stockholm. Lars has worked in web analytics and testing for companies like Mark Red/Dropit, Satama Interactive/Trainers' House and Vattenfall. He has written on the subject of continuous online improvement for several publications, including Internetworld (IDG) and Dagens Media. Lars has also been involved in making the program for Internet Marketing Conference in New York, Vancouver, and Stockholm. He's currently the European Evangelist for International Internet Marketing Association (IIMA). You can find his blogs at www.WebAnalysts.Info and

Session: Web Analytics Roundtable

Session: Landing Optimisation and Conversion

Lasse Leponiemi, CEO, Opiskelupaikka

Lasse is a CEO of the youth future councellor service Opiskelupaikka and co-partner of video production company Ideareaktori. He is a web analytics and youth marketing specialist, who works intensively with youth future orientation. Since 2005 Lasse has been involved in several youth marketing projects of govermental organisations as well as small private companies and is consulting clients to generate cash flow via web based business models.

Session: From Acquisition and Conversion to Strategic Decision Making

Petri Mertanen, Managing Director, Naviatech Solutions Oy

Petri is a BBA, specialised in marketing. He did his final paper about e-commerce and nowadays has a 10-year old career in the Internet industry. Petri has web analytics experience since 2004, and he has been doing consulting work more seriously last two years with clients varying from small to large international companies. Currently he is a partner and CEO of Naviatech and chairman of Web Analytics Association Finland. Petri is an active blogger and he contributes to his own blog called Pete Box of Analytics.

Session: Web Analytics Roundtable

Session: From Acquisition and Conversion to Strategic Decision Making

Eric T. Peterson, Web Analytics Demystified

Eric T. Peterson is the founder of Web Analytics Demystified and has worked in web analytics for over 10 years as a practitioner, consultant, and analyst. He is the author of three best-selling web analytics books, Web Analytics Demystified, Web Site Measurement Hacks, and The Big Book of Key Performance Indicators, and one of the most widely read web analytics writers at Mr. Peterson is currently building a strategic web analytics consulting practice to provide guidance to companies working to maximize the return from their investment in web analytics.

More recently, Mr. Peterson has created what can only be called "Google Analytics for Twitter", the Twitalyzer ( The growth of Twitalyzer has been nothing short of explosive and the application has been cited on CNN and by social media thought leaders like Guy Kawasaki, Robert Scoble, and Pete Cashmore.

Session: Competing on Web Analytics

Session: eMetrics Testing Clinic

Andreas Pettersson, Manager Ecommerce Analytics and Customer Intelligence, SAS Scandinavian Airlines

Andreas Pettersson is located in Stockholm at SAS headquarter. He manages web analytics for SAS 29 websites around the globe. He is also advisor for the Vice President of ecommerce in SAS Group. He has been working for SAS since 1st of January 2007. Before Andreas worked as a business consultant in Copenhagen within the field of Internet Marketing strategies. He holds a M.Sc. degree in Engineering Physics and a Bachelor degree in Business Administration from Lund university.

Session: From Local to Global Sales - OR - Why an Online Sales Strategy Can Only Be Good for 6 Months

Aurélie Pols, Principal Consultant, Web Analytics Demystified

Aurélie Pols has long been one of the most respected voices in the web analytics community worldwide and Europe's foremost thought-leader on the subject, first as the Head of Analytics for Belgium's OX2 and then as the Director of Analytics for LBi's global web analytics efforts. In the past Mrs. Pols has worked with hundreds of European companies guiding vendor selection, implementation, and analytical projects based on technology from companies like Google, Yahoo, Omniture, WebTrends, and Nedstat. Past clients include NATO, Public Storage (Shurgard Europe), Anheuser-Bush Inbev, ING, Toyota Motor Europe, Shering Plough, Bayer, Nestlé, and Deutsche Bank.

Session: Web Analytics Roundtable

Session: Show me the Money: Monetization of Online Activities

Steen Rasmussen, Senior partner and web analytics evangelist, IIH Nordic

Steen RasmussenSteen Rasmussen is one of Denmarks most experienced online business profiles and presenters. He is the national representative of Web Analytics Association and have 10 years of practical working experience with online marketing, optimization of websites and web analytics – references range from Kilroy Travel over Experian and Egmont to Microsoft and Johnson & Johnson.

Session: Improving Traffic Quality - Not Volume: Case Study Telia

Oliver Schiffers, Manager Web Analytics, Sapient

Oliver Schiffers, Manager Web Analytics, SapientOnline Marketing and Web Analytics Experience for more than 13 years. In depth knowledge on both the technical and business part of the industry having worked on the vendor, practitioner, consulting and technology side. A Leveraged Web Analytics strategy, methods and tools in Predictive Behavioural Targeting, Classical Reporting and Analytical culture and process projects. Worked for leading publishers, logistics, financial, telecommunications and media companies.A Frequent Speaker at industry events and Regional Coordinator Central Europe for the Web Analytics Association. Award of Achievement in Web Analytics at the University of British Columbia. Assistant Lecturer on Web Analytics at FH Düsseldorf.

Oliver is reponsible for all Analytics related consulting and planning like Vendor Assessment and Selection, Implementation Strategy and Planning, KPI definition and Roadmaps, Business Process for Insight and Actionable Analysis as Head of the Sapient Marketing Strategy & Analysis team in Continental Europe.

Session: Web Analytics Roundtable

Lasse Rubin Skov, Channel Manager, Canal Digital Web

Lasse Rubin SkovLasse has for the past 4 years been in charge of, the website of Canal Digital Denmark, working primarily with online marketing, web strategy, SEO and most recently complex web analytics. During his time at Canal Digital Denmark he's been a key driving force in the implementations and initiatives leading to a tenfold increase in websales. For the past 3 months he's been in charge of a massive focus on increased conversion rates and online marketing ROI.

Session: Online Marketing in an extremely competitive environment: Accountability is Key

Marc Saarde, Head of Online Business Optimization, Creuna

Marc has been deeply involved with web analytics for 8 years. He is currently responsible for The Online Business Optimization department at Creuna, one of Scandinavia's largest Full Service Digital Agencies, where he advises customers on how to make the most of their web analytics investment and how to effectively optimize the value of their online business. Before Creuna, Marc was responsible for web analytics, SEM and SEO at Nordea Bank. At Nordea he managed to build up a substantial framework for using web analytics effectively which has contributed to the ongoing improvement of Nordea's online business results. Marc has a master in Communication with a specialization in strategic communication.

Session: Competing on Web Analytics

Jim Sterne, Founder, eMetrics Marketing Optimization Summit

Jim is an international speaker on electronic marketing and customer interaction. A consultant to Fortune 500 companies and entrepreneurs, he focuses his twenty five years in sales and marketing on measuring the value of the Internet as a medium for creating and strengthening customer relationships. Jim has written six books on Internet advertising, marketing and customer service including, “Web Metrics; Proven Methods for Measuring Web Site Success.” He is the Founding President and current Chairman of the Web Analytics Association and is very pleased you could make it to the eMetrics Marketing Optimization Summit.


Per Strid, CRM Manager, InkClub

Per Strid is located in Uppsala, Sweden. He is a long time web analyst who started in 1998 with NetGenesis. In 2001 he rejoined Nocom who was a master distributor for WebTrends. Before his web analytics career he was a marketing analyst working for a Swedish railroad company. He has several degrees in economics, political science and statistics from Uppsala University, Sweden. Among his web analytics skills are also Google Analytics, Google AdWords and Google Website Optimizer (multivariate analysis is cool!). E-mail marketing is also an area that he has a good command of.

Session: Using Emetrics to Define and Customize the Right Ecommerce Platform

Anders Bach Waagstein

Anders Bach Waagstein Formerly, Anders has been the PR & Marketing manager for a telecom startup and is still Partner and head of PR & Marketing for a reward based recruiting portal. Anders has worked with online marketing and optimization for Telia Broadband for just over a year and a half. A dedicated generalist, Anders area of work and experience covers everything from attraction over conversion to documentation to ensure strong results. Within the first 6 months of 2009, the Online CPA for Telia Broadband has been cut by more than 2/3 and the volume of sales more than tripled under Anders supervision.

Session: Improving Traffic Quality - Not Volume: Case Study Telia


Digital Analytics Association
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