Media Sponsors

eMetrics Marketing Optimization Summit

Sessions, Meetings and Workshops
Stockholm Sweden, 28-29 September 2010

 
 

DAY 1 - September 28, 2010

Tuesday, September 28, 2010 • 8.00 - 9.00 - Exhibition Hall

Registration and Coffee

Tuesday, September 28, 2010 • 9.00 - 9.45 - Room: C4

Kick Off Session: Top 10 Terrific Testing Tips

Moderator: Steve Jackson, Director Business Insights, Kwantic
Lars Johansson, Web Analyst and Co-Founder of inUse Insights and Ampliofy

Setting up an A/B or multivariate test is not that difficult. Understanding what to test and which pitfalls to avoid is more difficult. Think of it as a game of Mastermind, it takes "a minute to learn, a lifetime to master". In this presentation, Lars will give you ten useful tips to kick your testing program into a higher gear.

Tuesday, September 28, 2010 • 9.45 - 10.15 - Exhibition Hall

Coffee Break

Tuesday, September 28, 2010 • 10.15 - 11.00 - Room: C4

Web Analytics at Betsson - Tool Selection & Business Optimization

Moderator: Steve Jackson, Director Business Insights, Kwantic
Jesper Hellberg, Web Analyst, Betsson

Ten months ago Betsson moved away from transaction focused tracking towards full featured analytics. In this session Jesper will tell you about the journey Betsson has taken, what the biggest challenges have been and what kind of projects have been carried out in this time. The goal of the presentation will be to show a few examples of the business insights Betsson has gained from actively working with web analytics.

Tuesday, September 28, 2010 • 11.00 - 12.00 • Sponsor Presentation - Room: C4

Diamond Sponsor Presentation: Google

After the Click - Conversion Optimisation

Moderator: Steve Jackson, Director Business Insights, Kwantic
Clancy Childs, Lead Sales Engineer - Conversion and Analytics Products, Google

While the online marketing community has made great strides in understanding and optimizing search and social marketing campaigns, many ecommerce websites fail to convert substantial numbers of visitors into buyers. Google has been working to understand the levers behind conversion rates and what makes some sites more successful in maximising their conversion rates. This presentation will cover what has been learned and the tools and methods that can help increase the conversion rates on websites.

Tuesday, September 28, 2010 • 12.00 - 13.30 - Exhibition Hall

Lunch Break

Tuesday, September 28, 2010 • 13.30 - 14.15 - Room: C4

Spend Less, Make More & Increase Customer Satisfaction

Moderator: Steve Jackson, Director Business Insights, Kwantic
Lars Nordstrom, Global Sales, L-Soft

Where should the focus in your marketing and communications strategic spending be? How do you increase customer satisfaction, improve your overall results, and keep your costs under control? More importantly, how do you prove it? An exploration of channels, including email communications, a re-thinking of social media strategies, and an action plan to increase your overall effectiveness, your bottom line, and your customer satisfaction.

Tuesday, September 28, 2010 • 14.15 - 15.00 - Room: C4

How to Measure ROI for Personalization

Moderator: Steve Jackson, Director Business Insights, Kwantic
Erik Wallin, Head of R&D, Adaptlogic

How do you know if personalization works? Examples from Scandinavia's largest media companies using the Adaptlogic system on how metrics has been defined and measured to optimize the ROI.

Tuesday, September 28, 2010 • 15.00 - 15.30 - Exhibition Hall

Coffee Break

Tuesday, September 28, 2010 • 15.30 - 16.15 - Room: C4

How to Successfully Measure Viral Campaigns

Moderator: Steve Jackson, Director Business Insights, Kwantic
Jesper Åström, Digital Director & Online Tactical Specialist, Honesty

People count hits, views, followers and fans as a measure of their social media success. But do they count towards the overall success of your business? Jesper Åström will debug what you should really be measuring in viral and social marketing. As usual, Jesper will be destroying some myths and showing you how to set up your analysis framework to determine whether you're on your way to making real money in viral campaigns and social media.

Tuesday, September 28, 2010 • 16.15 - 17.00 - Room: C4

Combining Methods: User Research and Web Analytics

Moderator: Steve Jackson, Director Business Insights, Kwantic
Adam Cox, Web Analyst, User Intelligence
Martijn Klompenhouwer, User Experience Consultant, User Intelligence

User Research is often qualitative in nature: you get a "why", but miss the big numbers to back-up findings. Web Analytics on the other hand is quantitative and interpretation is still needed to transform user behavior data into usable insights. The presentation will explain how and why you should combine and integrate these two methods to help optimize websites. The presentation will focus on practical examples, showing how both methods were used in actual projects to complement and strengthen each other. It will also make clear how User Researchers and Web Analysts can work together as a team.

Tuesday, September 28, 2010 • 17.00 - 17.45 - Room: C4

Using Intelligence to Optimize Non E-Commerce

Moderator: Steve Jackson, Director Business Insights, Kwantic
Vicky Brock, Co-Founder, Highland Business Research

Understanding customers and improving their satisfaction can be a tricky task for sites than don't sell online. Web analytics data alone doesn't provide all the answers you need to optimize your site and improve the experience for your different groups of customers and stakeholders. Using real life examples from EU Agencies, local government and universities, Vicky shares some best practices, tactics and strategies for using web intelligence in its broadest sense to help you improve your online communications and visitor satisfaction. And all without needing to blow the entire department's budget!

Tuesday, September 28, 2010 • 17.45 - Room: C4

Networking Reception & Web Analytics Wednesday

Presentation by Christian Sauer, CEO, Webtrekk
Case Study by Kristoffer Ewald, Vice President Strategy, Guava

 

DAY 2 - September 29, 2010

Wednesday, September 29, 2010 • 8.00 - 9.30 - Exhibition Hall

Registration and Coffee

Wednesday, September 29, 2010 • 9.30 - 10.15 - Room: C4

Social Analytics - Understand Who Is Visiting Your Website

Moderator: Henrik Lauritzen, Web Analyst & Co-founder, UserReport
Erick Barney, VP of Marketing at Motorcycle Superstore (tbc)

Measure customer satisfaction levels and benchmark them with other websites, learn more about the key demographics of web site-visitors and how you can share selected key-metrics about your users with Google Analytics. Sharing your key-metrics with GA allows you to add a whole new dimension to your traditional traffic-analysis and campaign optimization.

Wednesday, September 29, 2010 • 10.15 - 10.45 - Room: C4

Free Tool or Paid Tool: Pros & Cons

Brian Clifton, Author & CEO, Advanced Web Metrics

How can an advanced and complex product, such as web analytics, be free? What's the catch with Google/Yahoo Analytics and what are the compromises of being free? Similarly, what are the limitations with using a paid tool? Brian takes a look at the business model of an industry that was revolutionised in 2005 when Google launched Google Analytics.

Wednesday, September 29, 2010 • 10.45 - 11.15 - Exhibition Hall

Coffee Break

Wednesday, September 29, 2010 • 11.15 - 12.30 - Room: C4

Roundtable Discussion: Web Analytics in the Nordic Region & in Europe

Moderator: Brian Clifton, Author & CEO, Advanced Web Metrics
Norway: Bjørn Tscherning Hjulstad, Head of Online Business Optimization, Halogen AS
Denmark: Kristoffer Ewald, Senior Vice President Strategy, Guava
Finland: Steve Jackson, Director Business Insights, Kwantic
Sweden: Christoffer Luthman, Web Analyst & Co-founder, inUse Insights
Pan-European: Oliver Schiffers, Head of Marketing Strategy & Analytics, SapientNitro, Sapient

Panel: Web Analytics in Europe in General and The Nordic Region in Particular
European Experts discuss questions such as:
How has the market changed in the Nordic Region and Europe since last year?
Vendors have been acquired and Google Analytics has become more advanced, so has that had an impact on clients?
Do you see any progress in maturity on the market?
Who's the new kid on the block in web analytics?

Wednesday, September 29, 2010 • 12.30 - 14.00 - Exhibition Hall

Lunch Break

Wednesday, September 29, 2010 • 14.00 - 14.30 - Room: C4

Avoid the Nordic Consensus Syndrome

Moderator: Brian Clifton, Author & CEO, Advanced Web Metrics
Kristoffer Ewald, Senior Vice President Strategy, Guava

Traditionally businesses in the Nordic Countries have been driven by a high degree of consensus in the decision-making process. Online this leads to sub optimal performance since corporate websites should use Multivariate Testing and other optimization methods to avoid this and drive higher performance. The talk will provide an overview of methods and tools, and advocate the use of an adaption of the retailing principle Space Management as a framework for prioritization. The speaker has been developing the "Online Space Management" concept since 2005, originally in the consultancy "The Milk" (now part of Guava).

Wednesday, September 29, 2010 • 14.30 - 15.15 - Room: C4

Multi-Channel Marketing

Moderator: Brian Clifton, Author & CEO, Advanced Web Metrics
Oliver Schiffers, Head of Marketing Strategy & Analysis, Sapient GmbH

In the new digital media landscape, campaign attribution and offline sales conversion from digital channels are becoming increasingly important. This session highlights some approaches to tackle campaign attribution from multiple channels and gives an introduction to methods of multichannel analytics.

Wednesday, September 29, 2010 • 15.15 - 15.35 - Room: C4

Creating a Data-Driven Culture through Change Management

Moderator: Brian Clifton, Author & CEO, Advanced Web Metrics
Antoaneta Nikolaeva, Stockholm University

Despite its recognized business value, implementing a web analytics strategy often turns out to be a complicated and time consuming task. The change management required to execute a successful web analytics strategy has caught many companies unprepared. The reason for this is that changes need to be executed in terms of decision making, company culture and employee empowerment. The presentation is based on a piece of master dissertation case study research and will provide insights into the key dimension of change management in regard to web analytics and a data-driven culture.

Wednesday, September 29, 2010 • 15.35 - 16.00 - Room: C4

Creating Solid Conversion Testing Hypothesis

Moderator: Brian Clifton, Author & CEO, Advanced Web Metrics
John Ekman, Chief Conversionista, Conversionista!

"Testing & testing again" is the undisputed mantra of web analytics and conversion professionals. But without a solid approach to hypothesis building, testing might just be "putting lipstick on a pig". What could the conversion rate have been for the version you never thought of testing? No one will ever know! The presentation will be built on a number of testing case studies from Swedish online companies. We will go through the steps and decisions as to why certain components and layouts were selected for testing, and why others weren’t. Selected client(s) will co-present

Wednesday, September 29, 2010 • 16.00

End of Conference

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