eMetrics Marketing Optimization Summit
Sessions, Meetings and Workshops
Stockholm Sweden, 19-20 September 2011
DAY 1 - Monday, 19 Sepember, 2011
8.00 - 9.00 • Exhibition Hall
Registration
9.00 - 9.45
Keynote: The Human Side of Marketing Analytics
Moderator:
Lars Johansson, Co-founder and Web Analyst, inUse Insights and Ampliofy
Speaker:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit
We have more data than we can integrate and more tools than we can manage. The raw material and the technology are abundant. But what about the human side of leveraging customer interaction information? How does an analyst start with customer data and end up with customer insights? Jim offers some thinking about thinking, some insights into the creation of insights and some practical advice about applying yourself and managing others in this data-driven but highly creative world.
9.45 - 10.15 • Exhibition Hall
Coffee Break
10.15 - 10.45
Measuring Your Organisation's Web Analytics Maturity
Moderator:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit
Speaker:
Stéphane Hamel, Web Analytics Advocate!, Immeria Consulting Services Inc.
Stéphane steps back from traditional online marketing measurement and optimisation tactics and looks at the key drivers of successful organisations. From the essence of analytics - driving business success - to the most optimal and realistic approach to marketing measurement, Stéphane presents the Online Analytics Maturity Model - an holistic approach being adopted by practitioners, consultants and vendors worldwide - as an effective methodology to assess and improve your online marketing optimisation practices.
10.45 - 10.50
Selecting rooms/tracks
10.50 - 11.15 • Track 1
Analytics challenges in a multinational web operation
Moderator:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit
Speakers:
Karl Philip Lund, Advisor
Steven MacDonald, E-commerce Manager, Hurtigruten
Hurtigruten has 21 consumer websites, several booking applications and an interesting group of people working on increasing online sales and reducing distribution costs. In this presentation, Steven Macdonald and Karl Philip Lund present some of the challenges and decisions a company faces when implementing a new piece of web analytics software. A detailed overview of the thought process and solution that has helped Hurtigruten increase online sales from 40 million NOK in 2009 to almost 750 million NOK in 2011.
10.50 - 11.15 • Track 2
Search Advertising Fraud: A Case Study in Click Fraud
Moderator:
Petri Mertanen, CEO, NXC - OPEN RELIABLE
Speaker:
Eric Bozinny, Sr. Program Manager, Traffic Quality Strategy & Outreach, Microsoft
Third parties have estimated that online advertising click fraud has grown over 35% YoY in Q3 2010. This presentation will discuss various types of search fraud, anchoring itself to a case study based on a civil lawsuit filed by Microsoft against an alleged click fraudster. You should expect to take away from this session a better understanding of the more common types of search fraud, how to minimize the potential impact fraud may have on your marketing campaigns, and get a better look under the bonnet on how Microsoft is committed to stopping fraudulent and malicious behaviours on the behalf of its advertiser.
11.15 - 11.30 • Exhibition Hall
Break
10.50 - 11.15
How to Measure and Optimize Non-Profit Websites - Lessons That Any Organization Can Learn From
Moderator:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit
Speaker:
Antoaneta Nikolaeva, Web Analyst, inUse Insights
Non-profits are under continuous pressure to increase the amount of donations and volunteers with limited resources. During this session you'll learn how Operation Smile, Doctors Without Borders, and others, are using web analytics and continuous digital improvements to attract visitors and increase online conversion. The techniques taught in this presentation can be used by other types of organizations as well.
Operation Smile is one of the most prominent children's charities in the world with a presence in over 50 countries. Doctors Without Borders, Médecins Sans Frontières, provides emergency medical assistance to populations in danger in more than 60 countries.
12.00 - 13.30 • Exhibition Hall
Lunch Break
13.30 - 13.50 • Track 1
Create user engagement, PR and sales success by sharing your web analytics
Moderator:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit
Speaker:
Anne-Signe Fagereng, Online Marketing Manager, FINN.no
Your web analysis can be fun, interesting and engaging, even for people outside your organisation. Anne-Signe Fagereng will show how FINN aims to capture the value this can create for their business by:
- sharing "trends" pertaining to the Norwegian Internet industry through SM channels.
- sharing UX-data in order to inspire detailed feedback from devotes users
- sharing user trends to create great PR
- sharing their best analysis in order to create innovative sales presentations
13.30 - 13.50 • Track 2
Relevant Traffic - Brand Position Analysis Using Google's Search Volume Data
Moderator:
Petri Mertanen, CEO, NXC - OPEN RELIABLE
Speaker:
Elin Eriksson, Senior Consultant, Relevant Traffic Sweden AB
Do you know how well your product /brand is associated with different product categories? Google's search volume statistics is a very effective source to determine if your potential clients can find you or if your competitors are doing a better job positioning themselves. In this session Elin Eriksson will explain how to use, analyse and apply Google's search volume statistics and she will show you some successful client cases.
13.50 - 14.10 • Track 1
Negative conversions - how service organisations bottom line benefit from Analytics
Moderator:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit
Speaker:
Mia Jung, Partner & Senior Consultant, May & Barrow
In this session we introduce the concept of negative conversions to crack the code of how service and support organisations can benefit from Analytics. Lack of focus on data applied to online service channels and of internal processes manifesting in inefficient customer facing contact points is an unexploited opportunity for many private and public service organisations. Organisations' service and head count costs can benefit significantly using this approach of intelligent reversed analytics in their service strategy. Understanding this new focus will open up a web analytics to new business functions, translating it into business impact on the bottom line.
13.50 - 14.10 • Track 2
Measuring SEO in a constantly changing world
Moderator:
Petri Mertanen, CEO, NXC - OPEN RELIABLE
Speaker:
Otto Ringborg, Head of Analytics, Klikki AB
Which are the most effective measurement tools for your SEO activities, which KPI's are meaningful and actionable. Don’t miss this opportunity to learn how to facilitate, follow up and measure.
14.10 - 14.15
Selecting rooms/tracks
14.15 - 14.35 • Track 1
Leveraging web analytics data for customer segmentation
Moderator:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit
Speaker:
Ole Bahlmann, Chief Analyst, SoundCloud Ltd.
In many organisations web analytics and customer relationship management are handled by separate teams and the data is poorly integrated. Therefore valuable information like which keyword the user searched for when he arrived by organic search or which ad he clicked is lost in the process. In order to remedy this problem I will demonstrate how to store this information and how to utilise it to expedite user engagement and improve conversion rates based on customer acquisition channels.
14.15 - 14.35 • Track 2
Focusing on what matters
Moderator:
Petri Mertanen, CEO, NXC - OPEN RELIABLE
Speaker:
Leevi Kokko, Head of Audience Insight, Yle.fi
Judging the success of a large content-focused non-commercial site based on a web analytics tool alone can be hard, if not impossible. In the presentation I open up the core setup of how success is defined in Yle.fi context, how that ties back to the company-level big KPIs between TV, radio and the internet, and what are the analytics tools and concepts Yle.fi uses to understand how things are going.
14.35 - 15.10 • Track 1
Customer Driven Design - Integrating user feedback on design and usability choices during the development/creative process
Moderator:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit
Speaker:
Alejandro Rivas-Micoud, CEO, Userlytics
For developers and digital marketers, integrating customer feedback on design and usability issues has long been a backward looking process, initiated after a website, app or campaign has launched. During this session we will examine how the ubiquity of laptop videocams (and forward-facing mobile cams) has enabled a new paradigm for incorporating valuable user insight during the design process.
14.35 - 15.10 • Track 2
How to develop and deliver an optimum online customer experience - the data driven approach
Moderator:
Petri Mertanen, CEO, NXC - OPEN RELIABLE
Speaker:
David Demsitz, Head of Online, Hi3G (3 Mobile)
What are the key components that are required to engage your customers and drive sales? How can feedback on the online user experience be collected and how can this information be used? David Demsitz will show you how you can create an optimum online customer experience using a data driven approach and how the costs and benefits of dedicating a team to the development of such an enriched online experience can be quantified.
15.10 - 15.15
Selecting rooms/tracks
15.15 - 15.45
Testing & Optimisation
Moderator:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit
Speaker:
Thomas Tonder, Associate Director, Altima
How to use the Testing to increase the conversion rate of e-commerce site? What are the "nuggets" to test? What are good practices to be observed for reliable tests and enlightening? Learn pragmatic solutions from Thomas Tonder for real life e-commerce sites and quantified feedback optimisation campaigns through A / B and MVT of product information, check out, and many more.
15.45 - 16.10 • Exhibition Hall
Coffee Break
16.10 - 16.30
Let’s make web analytics more customer-centric!
Moderator:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit
Speaker:
Jiri Brazda, Founder & Head of Customer Analytics, Optimics
Seasoned digital analysts and marketers agree that a number of substantial flaws prevail in current web analytics practice. Jirí believes the most important of them is that web analytics is too channel-centric. The customer is missing and with that we avoid dealing with inherently difficult concepts such as time and multiplicity. But how bad are our desicions? We don’t know what we don’t know. So let me show you a couple of practical examples for how looking at web data through a customer-centric view may yield very different results - and a very different focus for marketing.
16.30 - 17.30
Keynote: The Future Shopper: Keeping Pace With the Today's Customer
Moderator:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit
Speaker:
Bryan Eisenberg, Professional Speaker, Best Selling Author, Consultant
Nobody argues about whether search, social, and mobile technologies have impacted customers' minds and buying behavior over the last five years. Today companies worry about keeping ahead of their competition; while the truly critical issue is keeping pace with their customers. Technological and social advances are forcing companies to embrace authenticity, improve customer experiences, or suffer the consequences. This session will show you how the convergence of communications, logistics and financial technology continue to evolve, as they always have, in order to reduce the friction in the customers' buying process. You will understand all the ways these technologies will change our professional and personal lives in the near future. If your company isn't prepared to handle this future, it could be after this session!
17:30 • Exhibition Hall
Networking reception / Web Analytics Wednesday
DAY 2 - Tuesday, 20 September, 2011
8.00 - 9.00 • Exhibition Hall
Registration
9.00 - 9.30
What did E-tailers learn from Retailers? Absolutely nothing!
Moderator:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit
Speaker:
John Ekman, Chief Conversionista, Conversionista
Retailing has evolved greatly over the last 20 years. Physical stores are finely tuned sales machines that will extract all they can out of the customer’s wallet. E-commerce sites, however, have managed to miss most of the collected learnings in retailing. We will bring out real world retail stories in merchandising, space and category management, and apply these practices to online retailing. We will challenge widely held assumptions and ask - How do you put the milk at the back of the online store? Will the most usable site sell the most? How do people really "navigate" in a store?
9.30 - 10.00 • Track 1
The digital pulse: The importance of Web analytics - case study of The Norwegian National Opera & Ballet
Moderator:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit
Speaker:
Magne Bjella, Project Manager New Media, The Norwegian National Opera & Ballet
Web analytics is very important for commercial companies' wishing to optimise sales and activities. How can The Norwegian National Opera & Ballet - the largest cultural institution in Norway - use web analytics to get to know their audience better? What can we learn from Web analytics in terms of creating cost efficient marketing and sales activities? What can we learn from online behaviour to optimise the content and buying process online? When is the audience planning to buy their tickets? Are there any differences between the Opera audience and Ballet audience?
9.30 - 10.00 • Track 2
Case study: How Skandiabanken improved user experience
Moderator:
Stéphane Hamel, Director, Strategic Services, Cardinal Path
Speaker:
Richard Whitehand, Senior Usability Specialist, Usability Partners
Usability testing has in the past been primarily associated with evaluating the quality of a finished web design. Today it can and should be seen more as a tool for supporting the rapid iterative development of user interfaces, though few organisations are fully utilizing usability testing in this way.
The big gains in effectiveness of a web site or web-based application are rarely achieved through superficial changes that can be made to the design late in development. It is crucial to keep the design 'on track' from a user experience perspective. The key is to quickly gather insights into customer interaction and make design decisions based on these - rather than having to make costly design corrections later.
Skandiabanken, during early design work with their new internetbank, utilized usability testing in this way and conducted rapid small scale usability testing on a monthly - in some cases weekly - basis. This case study presents how such testing was conducted and some of the key benefits- both to the development process and for the resulting web service.
10.00 - 10.30 • Exhibition Hall
Coffee Break
10.30 - 11.00 • Track 1
From Data to Business Results
Moderator:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit
Speaker:
Blaise Fiedler, Global Head of Airline Business Insight and Acceleration, Amadeus
Amadeus has over 100 airlines using the booking engine on their website. Blaise Fiedler's team is the business intelligence and web analytics behind the engine. They cover the full spectrum of airlines' needs, specifiying their data needs, customising and implementing web analytics (mainly using GA), performing data extraction / modification / visualisation and benchmarking their performance against their peers. Hear Blaise talk about the whole process of bringing data to life in this very competitive environment: the subtle art of creating insight from a massive data dump and their journey to create value for their clients.
10.30 - 11.00 • Track 2
Case study: How to increase existing online business by 50%
Moderator:
Stéphane Hamel, Director, Strategic Services, Cardinal Path
Speaker:
Petri Mertanen, CEO, NXC - OPEN RELIABLE
Atelier Goldner Schnitt (http://www.ateliergs.com) is a European company selling women's clothing in several countries. Internet has become a more and more relevant sales channel for the company's target group alongside phone and snail mail. In this case study you will hear how AGS were able to grow their online revenue in a difficult environment, bit by bit and up to 50 % in early 2011 compared to last year.
11.00 - 11.30
Key metrics in optimising visitor behaviour
Moderator:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit
Speaker:
Predrag Nikolic, Assistant Professor, Metropolitan University
This presentation proposes a simple solution, enables us to know our visitors, to find out what their habits are, what confuses them and how to contact them. The effect we make online is easily measurable and the data collected is sufficient to initiate the proper interpretation of actions aimed at a better understanding of site visitors, leading to increasing conversion rates and the implementation of a smarter online marketing budget.
Proposed metrics for monitoring visitors are scaled from Bounce Rate to Length of Visits.
The presentation includes case studies on the following projects: Czech Airlines and Kraft Foods.
11.30 - 12.00
Learning from the past and the present to predict the future
Moderator:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit
Speaker:
Steve Jackson, Chief Analytics Officer, Kwantic
Analytics and testing have been key to understanding how to improve digital marketing campaigns for some time. For years we've been discussing how to improve the sales funnel on business websites and how to test incrementally to improve conversion rates. This presentation starts with a recap of best practices in this area, showing how to learn from histroical web analytics and testing data in order to achieve short term improvement (learning from the past and the present). It then goes on to discuss how the same methods can be used to predict the future.
If we can learn which campaigns (be they testing or traffic acquisition) work best across different lifecycles, it puts the campaign attribution problem to bed. You simply do what works when it works to the right set of people at the right time. This presentation gives some insight into the way we can combine data from the past and present to predict what to do in the future. The takeaway might be that doing this for yourself is not as difficult as it sounds.
12.00 - 13.30 • Exhibition Hall
Lunch Break
13.30 - 14.00
Google Analytics: What it can and cannot do
Moderator:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit
Speaker:
Brian Clifton, Author & CEO, Advanced Web Metrics
Google revolutionized the web metrics industry in 2005 when it released its analytics tool for free. Many derided the decision ("no such thing as free lunch"), some suspected ulterior motives and many dumbed down the product as only suitable for small sites. Six years on and some of the most prominent brands and largest web sites now use Google Analytics. Of course, no web analytics tool can do everything, so Brian (former Head of Web Analytics, Google EMEA) debunks the myths and explains exactly what Google Analytics can and cannot do.
14.00 - 14.30
The power of the GA Data Export API
Moderator:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit
Speaker:
Ulf Sjöström, Head of Webanalytics, iProspect
In this session Ulf Sjöström will show examples of how the API can provide a company with qualified:
- datavaliation
- multidimensionel analysis
- system integration
- data visualization
14.30 - 15.00
Building perfect Analytics dashboards in Google Docs & Excel
Moderator:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit
Speaker:
Mikael Thuneberg, Founder, AutomateAnalytics.com
The Google Analytics Data Export API frees you to do all kinds of analyses not available in the Analytics web interface. Perhaps the most convenient platform for taking advantage of the API is a spreadsheet app, as it offers a great deal of flexibility and customizability, and because most people are already familiar with it. Mikael's presentation will go through the few simple steps of creating your own dynamic dashboards in Google Docs or Excel.
15:00 - 15.30 • Exhibition Hall
Coffee Break
15.30 - 16.00 • Track 1
Integrating web analytics and optimisation into the business development
Moderator:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit
Speaker:
Theodor Mavrodis, Web Analyst & Conversion Specialist, Web guide partner
Companies that start with AB testing soon realize that, after picking the low hanging fruit, their optimization comes to a halt. To get to the next level you have to integrate it into the business development process. I will describe our journey from adhoc optimization to the integration of web analytics analysis and testing into our business development process. How did we think then? How do we think now? How did we do it? What are the results? What have we learned?
15.30 - 16.00 • Track 2
Capturing the offline phone conversion
Moderator:
Stéphane Hamel, Director, Strategic Services, Cardinal Path
Speaker:
Carl Holmquist, Founder & CEO, Freespee
Millions of phone calls are made from online advertising every day. Still, most advertisers do not know where the calls come from, and online publishers and ad networks are not given the credit for the offline traffic they drive. The presentation uses case studies and insights from the leading call tracking and call performance marketing solution provider Freespee to open up the new world for opportunities for the online marketing ecosystem. Freespee's cloud communications technology is trusted by a fast growing number of 25000 advertisers across Northern Europe and used by companies such as Schibsted, Sanoma, Eniro, Starcom and European Directories.
16.00 - 16.15
Closing remarks
Jim Sterne, Founder, eMetrics Marketing Optimization Summit
Lars Johansson, Co-founder and Web Analyst, inUse Insights and Ampliofy
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