eMetrics Marketing Optimization Summit
Toronto Ontario, March 29th to April 1st, 2009
Tuesday, March 31: 8:30 - 9:15am
Jim Sterne, Target Marketing
Cross Channel Measurement & Attribution – Email, for Example
Marketing is about communication. Measurement is about breaking goals into quantifiable actions. Determining the value of all communication investments across all touchpoints is the challenge in trying to map out a marketing budget. Jim takes a look at the Big Picture and then offers examples of how some are tackling this ticklish issue.
Tuesday, March 31: 9:45 - 10:30am
Eric Pierni, Kijiji, an eBay Company
Listening to the Customer in Chief
eBay Inc. was one of the early pioneers of the "bottom up economy", the theory that major business decisions come not from the CEO but rather from the CIC or Customer in Chief. The result was a culture where employees considered themselves stewards of the business and responsible to their main employer: the customer. Eric reviews how Kijiji (Canada's largest and most visited free classifieds site) leveraged the bottom up economy to build one of the fastest growing online brands in Canada. He examines the challenges of placing the customer first in a short-term profits driven business environment and how the value of that approach was measured.
Tuesday, March 31: 1:55 - 2:40pm
Alain Tremblay, Bell Canada
Integrating Voice of the Customer and Web Analytics to increase ROI
How does Bell Canada maximize online conversion using online instant surveys and web analytics? Alain discusses the fine art of testing and measuring email marketing campaigns.
Wednesday, April 1: 8:30 - 9:20am
Shankar Mishra, Travelocity Global
Beyond Metrics & Dashboards: Developing an Enterprise Web Analytics Strategy
The first step when introducing web analytics to the organization is typically the development of an initial set of metrics and a related dashboard. From there, companies measure current projects, test current and explore new opportunities. While each of these choices may be promising x% revenue improvement, overall revenue impact on the organization is not cumulative of these projects. So how do we leverage the practice of web analytics to grow overall revenue in a cost-efficient manner? Shankar walks thru an example of enterprise-wide analytics strategy, what role web analytics plays and how the metrics can set the proper level of expectation for overall revenue growth.
Wednesday, April 1: 1:45 - 2:35pm
Simon Rodrigue, AVP eCommerce - Sears Canada
Analytics in the Retail World: It is more than just numbers and reports
OK so now you have a bunch of different data sources and a few people dedicated to be analysts but the business doesn't seem to change, what's wrong?. In this presentation Simon will talk about the challenges of driving true analytic change in the traditional report based retail organization. During this presentation he will address the normal hurdles of transforming the organization into a true analytics based business. Analytics needs to be part of everyone's role with the tools being just that - tools to drive rich insights that help the business move forward.