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eMetrics Sydney 2010 Session Detail

Summit Sessions April 22th | Summit Sessions April 23th

Thursday, April 22 • Day One

8:00 - 9:00 REGISTRATION and COFFEE

9:00 - 9:30 Intro/Welcome

Welcome

Jim Sterne, Founder, eMetrics Marketing Optimization Summit

9:30 - 10:15

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 hoe 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 the 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.

10:15 - 11:00:

State of Play in Australia

Hurol Inan, Managing Director, Bienalto

Hurol shares the findings from the fourth annual Australian Web Analytics Survey released here at the eMetrics Marketing Optimization Summit for the first time. This research study by Bienalto assessed the uptake of web analytics by Australian businesses and helps us understand how perceived challenges and issues prohibit or inhibit organisations adoption of web analytics.

11:00 - 11:30:

Morning Tea

11:30 - 12:15:

How to make Conversion Optimisation work for your business

Stuart McKeown, Product Director, Experian Hitwise

So you have nailed your Pay Per Click strategy, optimised for search engines and engaged your audience through social media. Research shows that the typical conversion rate for Australian Ecommerce websites is merely 2%, which means that 98% of visitors are not converting.
In this session Stuart McKeown, Product Director, Experian Hitwise Search Marketing, will explore why accepting a 2% conversion rate is costing your business valuable revenue and discuss the strategies that you can implement to turn this figure around. Stuart will reveal insights from the top converting websites, explore practical examples and outside the box strategies that will make you never underestimate the potential of your website again.

12:15 - 1:00:

Proving Marketing ROI to Secure Budget

Marcus Falley, Web Marketing Manager, Wine Selectors

How do you manage a complete ecommerce website redesign and implementation in 2 and a half months and map the resulting measurement of success KPIs? How do you make sure those KPI's are tied to the short and long term business and marketing plans for the business? KISS! Marcus shares his plan for quick identification of areas of improvement and the metrics to track them. He'll review his toolset and discuss the things that tripped him up and talk about where the tools have let him down. This website redesign and the measures of success that Wine Selectors is working is a case study full of lessons learned and problems solved.

1:00 - 2:00:

Lunch

2:00 - 2:45:

Driving ROI through Mobile Optimisation

Karina Sant`Ana, Product and Analytics Manager, Fairfax Digital

Mobile phones are fast becoming the touchpoint of choice for consumers and (B2B) customers. Tracking mobile communication, surfing, socializing and applications is as important as tracking on-site analytics. You can significantly increase ROI through mobile optimisation and targeting but where do you start? Karina discusses how site analytics guided investment decisions and management buy in to mobile specific sites and iPhone Apps. Learn how Fairfax and others have improved accessibility and user experience to drive conversion and revenue.

2:45 - 3:00:

Roundtable Discussion - Our Five Most Pernicious Problems

The eMetrics Marketing Optimization Summit is all about discovering tangible, substantive solutions. Listening to experts and people with years of experience is valuable, but we tend to learn more when we engage in discussion. The goal of this discussion session is to identify common concerns and outline potential solutions to present to the rest of the attendees. What are you facing at your company? How are others addressing those issues? Think of this first Roundtable as the group gripe session.

Don't you just hate it when....?
I can't believe we haven't ...
Somebody at my company actually asked me to ...
When are we ever going to be able to...?

3:00 - 3:30:

Afternoon Tea

3:30 - 4:15:

Beyond the Bounce, Modeling and Measuring Qualified Visitors

Rod Jacka, Managing Director and Principal Consultant, Panalysis

Bounce rate is probably one of the most common metrics used to assess marketing campaigns. It is simple, easy to understand and practical. But is a low bounce rate really an effective measure of success? A more meaningful metric is the ratio of qualified visitors to total visitors for your site and advertising channels. Rod explores what we can know about our visitors and how we can model and measure the ideal marketing qualified visitor. He also suggests key performance indicators for assessing how effective marketing campaigns are in attracting qualified visits.

4:15 - 5:00:

Using Behavioural Data to Qualify and Nurture Sales Leads

Will Scully-Power, Managing Director, Datarati

Acquiring, nurturing and qualifying more, high quality sales leads with less effort is the key to B2B success. Will reveals how to use lead nurturing and scoring to deliver more and higher quality sales leads, how to bring together marketing with sales to collaboratively define sales-ready leads and how to nurture and recycle leads that are not sales-ready based on their online behaviour.

5:00 - 5:30:

End-of-Day Wrap-Up

Jim Sterne, Target Marketing

Friday, April 23 • Day 2

9:00 - 9:30:

Welcome

Jim Sterne, Founder, eMetrics Marketing Optimization Summit

9:30 - 10:15

Creating a Structured Digital Marketing, Reporting, Optimisation & Testing Framework

Martin L Walsh, Head of Digital Marketing, IBM

When faced with developing broad, strategic frameworks and detailed operational plans, a clear vision and capability for the marketing infrastructure is essential. Martin describes his experience as Microsoft's Head of Digital Marketing where his first task was defining Digital Marketing and then operationalizing it across a myriad of business units and stakeholder groups. Learn about creating job descriptions and detailed task lists for online analytics roles and developing a digital taxonomy so that marketers & agencies are focused on the right metrics which are actionable & insightful, at the right time.

Now leading Digital Marketing at IBM, Martin is responsible for establishing the digital marketing capability, skills, resources and infrastructure as well as developing strategic frameworks for all areas of the discipline from online advertising, to eNurturing, Social Influence Marketing, Content Production & Publishing, Search Engine Marketing, Social CRM, Digital PR and of course online analytics. Martin has more than 21 years senior marketing experience in the media, entertainment & technology industries and prior to joining Microsoft, Martin grew the eCommerce division of Tabcorp from less than $21m in annual sales to more than $700m in sales in less than 5 years.

10:15 - 11:00:

New Search Results Require New Metrics

Andrew Rodrigues, Global SEO Manager, HotelClub

As the search engines and specifically Google become more sophisticated with the delivery of search results it becomes necessary to measure SEO in new ways. Learn why social, personalized, and localized search is changing the value of rankings and forcing measurement beyond the standard metrics.

11:00 - 11:30:

Morning Tea

11:30 - 12:15:

Integrating Social Media Performance Metrics Into Overall Search Analytics

Gillian Muessing, President, www.SEOmoz.org
Dennis Yu, Chief Executive Officer, BlitzLocal

We all understand the importance of engaging in social media and we know it increases the bottom line. The question is how and how much. This session covers the common metrics between social media marketing and organic search as well as metrics specific to social media campaigns and demonstrates how to attribute sales and lift value to viral factors. You′ll learn about metrics that are worth tracking including, relationship depth and recency factors and how to attribute them for an accurate measure of success.

12:15 - 1:00:

Roundtable Discussion - Our Next Steps

This Roundtable is all about getting to the next level. No matter where you are in your marketing metrics journey, there's more to learn from your fellow analysts. Whether it's tools, training, hiring, organization or strategic direction, these discussions have always fostered the most compelling advancements for eMetrics attendees. Be prepared; be specific - the more you put into this discussion the more you will receive. Tell your story - focus on an area you really want to improve. Bring your most informative failure. You'll be surprised by how much you can learn from other attendees by getting the inside scoop on the simplest things.

1:00 - 2:00

Lunch

2:00 - 2:45:

Optimizing Search Advertising from Ad to Landing Page

Frederick Vallaeys, AdWords Evangelist, Google

Frederick explains all about Google′s free bid management and landing page optimization tools. First, he′ll cover Google′s Conversion Optimizer which uses your CPA target along with conversion tracking data to get you more conversions at a lower cost by optimizing your placement in each ad auction to avoid unprofitable clicks. Next he′ll cover Google′s Website Optimizer which uses A/B or multivariate testing (MVT) to find just the right combination of elements on your landing page to increase conversions. Even if you don′t use these tools now, come learn more about bid management and landing page optimization at this session.

2:45 - 3:00:

Panel: View from the Other Side of the Numbers

The data we are so desperately trying to spin into gold must be captured, stored, crunched and reported. Understanding where the information we rely on comes from and how it is treated along the way is essential. A variety of disciplines from empanelled surfers to clickstream capture to survey opinions must be well understood in order to meld them together into a valuable, meaningful, useful indicator of customer experience. The companies who capture and manage that data explain and answer your question.

3:00 - 3:30:

Afternoon Tea

3:30 - 4:00:

End of the Day Wrap - Up

Jim Sterne, Founder, eMetrics Marketing Optimization Summit

4:05 - 5:30

Site Clinic

Expo Hall Hours:

April 22nd 8:30am – 6:30pm
April 23rd 9:00am – 4:00pm

eMetrics Marketing Optimization Summit

Level 4
April 22nd 10:00am – 5:00pm
April 23rd 10:00am – 4:00pm

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