Toronto
Mar 18-21, 2013
San Francisco
April 14-18, 2013
Chicago
June 10-13, 2013
Boston
Sept 29-Oct 3, 2013
Stockholm
Oct 14-15, 2013
London
Oct 23-24, 2013
Berlin
Nov 4.-5, 2013

eMetrics Summit

Stockholm Sweden, 15-16 October 2012

 
 

DAY 1 - Monday, 15 October, 2012

8.00 - 9.00

Registration

9.00 - 9.15

Welcome & introductions

9.15 - 9.45

Why analytics projects fail - and how to fix them

Moderator:
Steve Jackson, Founder & Chief Analytics Officer, Quru
Speaker:
Julien Coquet, Principal Consultant, Business & Decision Group

Very few analytics initiatives are rolled out without problems: definition, management sponsorship, tagging, quality, third-party agencies just to name a few! Even though it is easier to fail on the Web, many important lessons are ignored or overlooked.
This presentation is based on 15 years of experience in web analytics project management and shows all-too-common pitfalls your company can avoid to launch a successful website with top-notch measurement.
Among many things that can go wrong, Julien Coquet will point out areas of analytics implementation you should pay special attention to if you are serious about measuring your online performance.

9.45 - 9.55

Short break

9.55 - 10.25

Digital Analytics Bloopers

Moderator:
Steve Jackson, Founder & Chief Analytics Officer, Quru
Speaker:
Ivan Bager, Web Analytics Manager, Nordea
Steen Rasmussen, Senior Partner and Scandinavian Online Optimisation Specialist, IIH Nordic

Learn from the worst as Steen and Ivan take you on an entertaining tour through the classic mistakes, bloopers and accidents which traditionally pollute even the most sophisticated digital analytics strategy. They provide a clear picture of what to avoid to get the most out of your numbers; How the wrong data quality in your web analytics installation can make decision making impossible; How the wrong internal communication efficiently can prevent any progress on your projects. This isn\'t another presentation on best practices -- it\'s about all the obstacles that can prevent you from getting there.

10.25 - 10.55

Coffee break

10.55 - 11.25

How do you make digital analytics strategic?

Moderator:
Steve Jackson, Founder & Chief Analytics Officer, Quru
Speaker:
Pénélope Bellegarde, PwC

A paradox has been affecting digital analytics for some time now. This paradox is one of the reasons why digital analytics is not as strategic as it could be. We, as an industry, need to start engaging in more productive conversations with digital analytics stakeholders. Pénélope Bellegarde will give you 5 suggestions how to make digital analytics more strategic.

11.25 - 11.30

Short break

11.30 - 12.00

From big data to big decisions

Moderator:
Steve Jackson, Founder & Chief Analytics Officer, Quru
Speaker:
Thomas Tangen, Senior Communications Advisor, Skattedirektoratet

Which metrics are the best to gather big data? Why are metrics the core to become better communicators? Thomas will show you which metrics they use to reach out to the whole population and how important it is to present metrics in a way that organisations are able to take the best possible decisions.

12.00 - 12.30

CountQuestInteractive

Sponsored Session: Marketing Channel Management -
Improve your ROI

Speaker:
Tomas Magnusson,, Senior Digital Media Analyst, CountQuest Interactive AB

Your different partners are keen of showing the results from their specific channel and wants you to tag your site with their specific conversion tags to measure ROI. But in the end this will only show the result channel by channel and you are the only one that can get the complete picture.

We will show how we have helped our customer to get in control over Tag Management and conversion tracking using the customer choice of Web Analytics product as the single source for conversion attribution. This has helped them improve their ROI in Digital Marketing while increasing the flexibility of tracking and follow up.

12.30 - 14.00

Lunch

14.00

Afternoon Programme

After lunch participants to eMetrics join GAUGE for the second half of the day.

 
 

DAY 2 - Tuesday, 16 October, 2012

8.00 - 8.45

Registration

8.45 - 9.00

Introduction: Where I see Digital Analytics Going

Moderator:
Steve Jackson, Founder & Chief Analytics Officer, Quru
Speaker:
Magnus Höij, Editor in Chief, Internetworld, IDG

9.00 - 9.45

Keynote: Sterne Measures

Moderator:
Steve Jackson, Founder & Chief Analytics Officer, Quru
Speaker:
Jim Sterne, Founder, eMetrics Summit

Studying online marketing since 1993 and marketing optimization since 2000, this self-described "professional explainer" updates his Sterne Measures interpretation of where the world of marketing is headed. Jim has consistently looked over the horizon and presciently reported back. This time he tackles the privacy predicament, the mobility manifesto, the data deluge, and the art of analysis.

9.45 - 9.55

Short break

9.55 - 10.25

One Size Does Not Fit All

Moderator:
Steve Jackson, Founder & Chief Analytics Officer, Quru
Speaker:
Neil Mason, SVP Customer Engagement, iJento

On average, averages are the bane of an analysts existence. Conversation ratios, customer satisfaction and Net Promoter Scores gloss over the power of segmentation. Even a routine division of customers into personas can yield significant return on marketing investment, but don't stop there. Neil dives deep into the art and science of segmentation, looking at different approaches across different types of data. Learn about simple ‘deterministic’ models and more advanced data mining techniques such as cluster analysis and neural networks. Become a “segmentation believer.”

10.25 - 10.55

Coffee break

10.55 - 11.25

Prospective Optimization: Thomas Cook's travel beyond web analytics

Moderator:
Geddy van Elburg, Analyst, ionmoon
Speaker:
Matthew Niederberger, Head of User Experience, Thomas Cook

Many companies talk the talk, but can they walk the walk? Web Analytics has gone mainstream, but on what are you supposed to take action? In this presenation simple and practical examples are shown from Thomas Cook's own experiences, and how they, after comparing intuition with user research, found out that what they thought was wrong was only half of the story.

11.25 - 11.30

Short break

11.30 - 12.00

What is wrong with site conversion?

Moderator:
Steve Jackson, Founder & Chief Analytics Officer, Quru
Speaker:
Craig Sullivan, Group Customer Experience Manager, Belron

Not happy with your conversion rate? Join the club! There are lots of solutions for analytical and customer insight but what do you do with all of this stuff? What pages on your site do you start looking at and testing? Using examples of small changes that made M of Euros for Autoglass and Carglass, he shows the practical toolkits, techniques and processes to orchestrate an optimisation programme.

12.00-13.30

Lunch

13.30 - 14.15

TRACK 1

Analyzing Support Pages - Turn Your Organization's Black Box into Gold

Moderator:
Steve Jackson, Founder & Chief Analytics Officer, Quru
Speaker:
Eleftherios Diakomichalis, Web Analyst, SoundCloud

SoundCloud is the world's leading social sound platform with a passionate community around the world. Our community/support pages is one of the most critical parts of our platform. When talking about support, we like to think not only about community building and customer satisfaction but also about customer and product insights. The speaker will propose a general framework to analyze data that lie in your support pages, make your product better, your customers happier and your community managers ecstatic

TRACK 2

Bandit Basics - A Different Take on Online Optimization

Moderator:
Geddy van Elburg, Analyst, ionmoon
Speaker:
Matt Gershoff, CEO Conductrics

Whether you are in marketing, web analytics, data science, or even building a Lean Startup, you probably are on board with the importance of evidence based decision-making for your online applications. Most are familiar with the use of AB testing, but interestingly, online optimization can also be thought of as a multi-armed bandit problem. This talk will quickly introduce the multi-arm bandit problem, discuss the exploration/exploitation trade off, and show how AB Testing can be seen as one approach to solve this problem.

14.15 - 14.20

Short break

14.20 - 14.55

TRACK 1

Analyis and optimization for non-commerce sites

Moderator:
Steve Jackson, Founder & Chief Analytics Officer, Quru
Speaker:
Thomas Löjmann Jörgensen, Consultant, NPS & Digital Insights LEGO Systems A/S

Analyzing and optimizing non-commerce sites are often not covered. Everybody talk about ecommerce optimization/sales, but we rarely see presentations and get inspired on how to analyze, optimize and work with non-commerce sites and data.
I want to share my approach to non-commerce analysis and optimization. Using real life examples and experience in this field, I hope to inspire & teach the audience as well as start a debate about this often overseen area.

TRACK 2

Beyond Σ; Selected methods in data mining.

Moderator:
Geddy van Elburg, Analyst, ionmoon
Speaker:
Patrick Turgeon, Principal, Figurs*

To demonstrate how selected data mining methods can uncover meaningful insights using a series of small business case studies across multiple industries. The session will focus on four elements; the current state of analytics in organizations, a very brief overview of statistics, three business case using selected methods, and some key take away.

14.55 - 15.30

Coffee Break

15.30 - 16.00

TRACK 1

Seeing the Effect of Personalized Content over Time - a Case Study

Moderator:
Steve Jackson, Founder & Chief Analytics Officer, Quru
Speaker:
Otto Ringborg, Senior Solutions Consultant, Swordfishinc

How can we follow up and prove incremental gain due to personalized content? This case will show a comprehensive example how we can serve socially active users different content on your site and be able to measure, over time, the effect of this change.

TRACK 2

UE General Data Protection Regulation, be ready!

Moderator:
Geddy van Elburg, Analyst, ionmoon
Speaker:
Maria Gomez Moriano, Privacy Director, Mind Your Privacy

Spain has the most stringent privacy protection legislation in Europe. Companies are gearing up to make sure they have everything they need to be in line with legislative requirements and avoid unnecessary fines. Maria, former Head of Legal & Regulatory Affairs at KPN SPAIN SLU, will walk you through the steps you need to undertake in order to be compliant with the upcoming legislation and avoid useless loss of money. Want to be prepared on a legal level while moving on with your use of analytics? don't miss Maria's talk and discover everything you always wanted to know about analytics and privacy but were afraid to ask!

16.00 - 16.05

Short break

16.05 - 16.35

TRACK 1

Digital Analytics for Pharma Marketing

Moderator:
Steve Jackson, Founder & Chief Analytics Officer, Quru
Speaker:
Matthias Bettag, VP Digital Analytics Europe, Semphonic

Pharma E-Marketing is growing fast. Consumers and Healthcare Professionals are seeking information online, sales reps use tablet PCs for presentations, and mobile apps support patients in managing their treatment. All this is highly regulated in terms of legal and medical compliance. This presentation describes the challenges of how to measure success in a digital multichannel environment with its many restrictions regarding marketing messages and limited bidirectional communication, and draws a picture of a digital analytics strategy which also includes backend systems like CRM and sales.

TRACK 2

Case study: Analytics as an instrument for reducing order price

Moderator:
Geddy van Elburg, Analyst, ionmoon
Speaker:
Alexandra Karageava, Head of Online Marketing, Directiv

How a small business, starting with a very modest budget, reduced the price of the order several times by tuning its PPC and SEO campaign using analytics, usabality amendments and competitive analysis.

16.35 - 16.40

Short break

16.40 - 17.10

The 5 principles of viral marketing

Moderator:
Steve Jackson, Founder & Chief Analytics Officer, Quru
Speaker:
Jesper Åström, Jesperastrom.com

How to setup viral targets and how to develop applications that are scalable.

17.10 - 17.20

Closing Remarks

In Partnership With:

SMX Stockholm

Sponsor This Summit