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Nov 4.-5, 2013

eMetrics Toronto 2010 Session Detail

Tungle.meThe Official Meeting App of the eMetrics Marketing Optimization Summit.

April 7 – Opening event | April 8 – Session Detail | April 9 – Session Detail

Wednesday, April 7 • Summit Sessions: eMetrics Summit Opening
WAA Industry Meeting and Elbow Rub Reception

4:00 - 5:00 pm REGISTRATION and COFFEE

5:00 - 5:10 pm Welcome Address – Churchill A

Andrea Hadley, Conference Director and WAA Co-Chair of Education
Alex Langshur, President of the Web Analytics Association

5:10 - 5:50 pm GENERAL SESSION KEYNOTE – Churchill A

How Measures Fan Equity Online

Theresa Locklear, Senior Director, Web Analytics & Digital, National Hockey League (NHL)

The NHL supports 30 team club websites in addition to the main web site. The analytics team, lead by Theresa Locklear, uses various tools and integrated data sources to measure fan engagement, loyalty, satisfaction and revenue generated from all the websites. Learn how the NHL uses these key measures to make business, marketing and web site development decisions.

5:50 - 6:30: Panel – Churchill A

Customer Insights and the Qualitative and Quantitative Mix

Moderated by Christopher Berry, VP Measurement Science, Syncapse & WAA Research Committee Lead
Lisa Lloyd, Microsoft and CMA Council Member
Marko Hurst, MDH Studios
Jim Novo, WAA Education Manager and founder Drilling Down Project
Breanna Wigle,
Stephane Hamel,

Word of mouth is likely the oldest form of advertising and one that has been nearly impossible to target and measure, but that was then and this is now, let’s fast forward to 2010.

In addition to web analytics and third party audience measurement data there is increasing availability of consumer feedback sites, social networks, blogs as well as on site tools all providing a wealth of information that organizations can use for product and service improvement. But with these opportunities comes new challenges as success is a measure of more than just numbers and percentages. Panelists will discuss the challenges and opportunities behind the qualitative and quantitative mix available to marketers today. Co-sponsored by the Canadian Marketing Association (CMA) and Syncapse.

6:30 - 7:30 PM: WAA Elbow Rub Reception - Mountbatten Exhibit Hall

Syncapse WAA/eMetrics Elbow Rub Reception! Unica

Thursday, April 8 • Summit Sessions

7:30 - 8:30 am REGISTRATION and BREAKFAST – Churchill Court

8:30 - 9:20 am GENERAL SESSION KEYNOTE – Churchill A

Social & Search: Rock Both Worlds With Data!

Avinash Kaushik, co-Founder of Market Motive Inc and the Analytics Evangelist for Google

You should do search because it is the thing to do. You should do social because... come on it is social! Heard that? Here’s the truth, you should do either or both because your data says that it is a path to creating happy customers and a happy company bottom-line. In this session Avinash shares specific strategies you can use to truly measure what impact your search and social strategies are having. How to avoid the cute, how to focus on the truly important, and how to use qualitative and quantitative approaches to change your business practices. Be prepared to leave with ideas you can action.

9:20 - 9:50 am Sponsor Presentation – Churchill A

ForeSee ResultsManaging Forward: Customer Experience Analytics that Predict Future Success

Larry Freed, President and CEO, ForeSee Results

Web analytics have evolved from basic behavioral tracking to a sophisticated nexus where customer data from many analytic sources and channel touchpoints can be linked and analyzed. The next stage of analytics is to quantify role of the web within the larger customer experience, and enable executive management to strike the balance between delivering a great customer experience and achieving better financial results.

9:50 - 10:00 am Jason Ten-Pow – OnResearch Sponsor Presentation – Churchill A

10:00 - 10:20 AM BREAK / MOUNTBATTEN EXHIBIT HALL (OPEN 8:00 AM - 7:30 PM)

10:20 - 11:10 AM GENERAL SESSION KEYNOTE – Churchill A

Leveraging Customer Data For the Customer Instead of About the Customer

Theresa Kushner, Director of Customer Intelligence, Cisco

Cisco Systems has been at the center of the Internet since its inception and has been relentlessly customer focused from the start. Theresa has been at the center of Cisco's data collection, integration and capitalization for the past four years. Having learned indispensable lessons as Director of Marketing Data at IBM and author of "Managing Your Business Data: From Chaos to Confidence," Theresa brings a unique perspective to managing the amalgamation of more data than imaginable. Her holistic customer view takes advantage of the best from data warehousing, customer behavioral analysis and predictive modeling. Come learn where Cisco has been and where they are going.

11:10 - 11:15 AM AT Internet Presentation (3 minutes) and transition to breakouts

Tracks - Delegates may choose either session:
E-marketing and Technology Management [ETM]
Conversion optimization [CO]

11:15 - 12:00 PM: [ETM-1] Digital Marketing Pulse Report – Churchill A

Steve Levy, President Eastern Operations, Ipsos Reid

As an e-marketer, do you have an understanding of how your organization’s media mix strategies compare against other leading Canadian companies? In this presentation, Ipsos reveals the results of its fourth annual Digital Marketing Pulse report, the only survey of its kind that considers trends as seen by digital media practitioners. The data we will share measures current levels of familiarity and usage of digital marketing techniques among client-side marketers and agencies, gauged sentiments on the current state as well as the future of digital marketing, and compare results to surveys conducted in previous years.

11:15 - 12:00 PM: [CO-1] Where Optimization Should Start and Measuring Its Effectiveness – Rossetti

Khalid Saleh, Co-Founder Invesp

As there are hundreds of trees in a forest, there are multiple places on your website to increase conversion rates. But taking the wrong path through the woods can leave you lost, just as optimizing the wrong section of your website leaves you with few revenue gains. Join top conversion rate optimization architect Khalid Saleh as he shares processes used to significantly gain sales for retailers like Home Gallery and Move beyond simple analysis of bounce and exit rates and discover analytics insights to measure the effectiveness of category and product pages. Diagnose site-wide issues that have the highest impact on your conversion rate.

12:00 - 1:00 PM LUNCH BREAK – Churchill Court

1:00 - 1:50 PM GENERAL SESSION KEYNOTE – Churchill A

Bridging Analog to Digital: How Expedia Listens to Millions of Customers as Individuals

Brian Flanagan, Expedia Canada

Understanding the varied needs and trends of Canadian travellers requires the blending of a variety of data sources. Expedia has successfully combined Voice of Customer techniques, web analytics, and the context provided through Customer Experience monitoring solutions to understand how even small changes to website interfaces and conversion funnels can reap big benefits. This session looks at how the integration of these systems is becoming a vital mechanism for complete understanding of customer behaviour. Through continuous monitoring and improvement with these techniques, measurable wins in ecommerce, customer service and product development can and are being achieved.

1:50 - 2:00 PM Elevator Pitch - 2 Sponsors, 3 minutes each – Churchill A

Unilytics – Peder Enhorning
UBC – Raquel Collins

Tracks - Delegates may choose either session:
E-marketing and Technology Management [ETM]
Conversion Optimization [CO]

2:00 - 2:45 PM: [ETM-2] – Churchill A

Organizing for Analytics

John Lovett, Senior Analyst, Web Analytics Demystified

Millions of businesses around the globe are improving digital experiences with analytics thus it’s truly a crime against humanity if you’re not using Web analytics! Yet, simply having Web analytics on your digital pages is not enough.

Many companies struggle because they are not structured to support data collection, analysis and insight generation. Those that do produce good insights often fail to communicate their brilliance. Successful companies typically share common characteristics in how they organize around analytics.

Industry veteran John Lovett shares details on the crux issues of staffing, building efficient organizational structures and communicating information from Web analytics.

2:00 - 2:45 PM: [CO-2] – Rossetti

Mistakes I made analyzing the Web

Michael Helbling, Senior Web Analyst, Land’s End

All too often web analysts find themselves as a team of one with a mandate to 'do' web analytics. This session will present blunders and the lessons learned throughout my web analytics career. Ranging from trying to reconcile data between two different analytics tools to letting the wrong people drive analytics requirements to stories about how data was presented in the wrong way.

This talk will hopefully be slightly humorous and have practical lessons for the web analyst. The main thrust of these anecdotes will be targeted toward how to be more effective in communicating analyses to your corporate leadership.

2:45 - 3:30 PM: [ETM-3] – Churchill A

Panel: Global Strategies for Managing Search, Email & Analytics

Shari Cleary, Director of Digital Research - Entertainment & Games, MTV Networks
John Blackmore, Program Director, Web and Content SWG Web Best Practices, IBM
Ross Jenkins, Rapp Collins Worldwide

For over 10 years organizations have been trail blazing and investing in digital media and online marketing from campaigns that lead searchers to solutions, email that compels and retains and analytics that allow for measurement, testing and optimization. Today, online marketing has found its way into the marketing mix, some best practices have been established and educational opportunities abound finally allowing us to graduate from Kindergarten. But for global organizations with hundreds of websites and brands, multiple languages and thousands of products the trail is still pretty hot and dusty. Learn about the global strategies implemented at MTV, IBM and Rapp Collins.

2:45 - 3:30 PM: [CO-3] – Rossetti

Seven Deadly Sins of Landing Page Design

Tim Ash, CEO and Founder, Site Tuners and author Landing Page Optimization: The Definitive Guide to Testing and Tuning Conversions

Your baby is ugly and your landing pages have severe and fundamental problems that are affecting your online marketing ROI. Learn how to avoid the most common landing page problems in this fast-paced and entertaining session. Live landing-page mini critiques taken from the audience will be done during the session time-permitting.


Tracks - Delegates may choose either session:
E-marketing and Technology Management [ETM]
Conversion Optimization [CO]

3:50 - 4:30 PM [ETM-4] – Churchill A

Managing a Metrics-Driven Web Team

John Blackmore, Program Director, Web and Content SWG Web Best Practices, IBM
Brian O’Grady, Search Warrant

Collaborative analytics cultures Cognos is among the fastest-growing software segments for IBM. In 2006, as a $900 million independent company, we started with a small team of writers, designers, and Web professionals delivering fewer than 5% of the company’s marketing-driven pipeline. Today, Web organic delivers 30% of the marketing-driven pipeline, supporting our doubling in people, and tripling in budget. Learn the guiding principles used to unite the team to common purpose the Eureka moments driving success, the core measures the team focused on, and the inner workings of a successful metrics-driven Web organization.

3:50 - 4:30 PM [CO-4] – Rossetti

How to use Multivariate Testing

Paul Terry, Senior Manager, Optimization, Primedia

Wondering how to get started in optimizing your website? Maybe you’ve dabbled in multivariate testing a little, but you are still not sure on how to proceed. Paul shares the top lessons learned from a career in web analytics. Learn from his experience in implementing tests, interpreting results and selecting the right solution for your needs. Wherever you are in the testing spectrum, you’ll come away from this session with a deep appreciation of what it takes to succeed in website optimization.

4:30 - 5:15 PM [ETM-5] – Churchill A

Sharing Insights Across the Organization

Andrea Bertone, Senior Manager, Web Marketing,
Alioscha Leon, Microsoft Canada

Do you feel like you are the only person at your company that actually reads your reports? If so, you’re not alone! Learn to get the attention of everyone in your organization to not only look at your reports, but to use them in their day to day decision making. We’ll review how to select, format, deliver and evangelize your data to make it useful for each department in your company. Trust me; you’ll be a rock star of data!

4:30 - 6:00 PM [CO-5] and [CO-6] – Rossetti

Three-part Conversion Optimization Power Series

Part-I: Acquiring and Converting Members and Supporters

Christina Inge, American Marketing Association (AMA), Boston Chapter

As online outreach efforts bring more potential members into contact with your organization through social media and email marketing efforts, the question becomes how to convert those social media participants and email list subscribers into active members and supporters. This case study will highlight how web analytics helped identify potential member interests, segment supporters for targeted conversion messages, and drive conversion rates to 40%.

Part-II: Sins and Wins of In-house Conversion Optimization

Graeme McLaughlin, Digital Marketing Asst Manager, BC Automobile Association (BCAA)

You know you should be testing, but the realities of working in a fast paced industry, with a team that’s already got more to do than time allows makes it challenging to prioritize and include testing of every campaign. The questions alone can paralyze getting started:

  • What to test?
  • How do you measure success?
  • Which tools should I use?

In this presentation Graeme will share how his team used A/B and multivariate testing to outperform Marketing Sherpa benchmarks. In addition to showcasing the ‘wins’, Graeme will disclose the ‘sins’ committed and how to avoid them. All testing of email marketing, PPC, display and social was done through the BCAA in-house team.

Part-III: Conversion Show and Tell - A Case Study with Lift, Volume and $$$

Peter Novotny, Manager of Marketing, W3i
Raquel Hirsch, Marketing President and Co-founder, Wider Funnel

W3i broke through their ‘conversion rate plateau’ by testing and increased their conversion rate by 162%! Join Peter Novotny, W3i’s Manager of Marketing, and Raquel Hirsch, Wider Funnel President and co-founder and get an in-depth look at the intricacies of Multivariate Testing (MVT). Learn the mechanics of designing and executing an MVT so you too can achieve similar results to W3i’s Profile Pimp for MySpace application landing page.

5:15 - 6:00 PM: [ETM-6] – Churchill A

Panel: Predictive Analytics and Digital Marketing

Moderated by Patrick Turgeon,
Paul Tyndall, Senior Manager, Predictive Modeling, Client & Insight, RBC
Alison Burnham, President, Inflection Point Partners Inc.
Jean-Paul Isson, VP Global BI & Predictive Analytics, Monster Worldwide
Ned Kumar, Senior Strategic Marketing Fellow, Fed Ex

6:00 - 7:30 PM Web Analytics Wednesday (on Thursday) eMETRICS PRESENTS WEB ANALYTICS WEDNESDAY ON THURSDAY JEOPARDY AND RECEPTION – Churchill A, Reception – Mountbatten Exhibit Hall

CoremetricsWeb Analytics WednesdayFill your glass, find a friend and grab a seat. Get ready to for lots of laughs as three teams compete in the first annual WAW Jeopardy! Sponsored by Coremetrics

Friday, April 9 • Summit Sessions

7:30 - 8:30 AM REGISTRATION and BREAKFAST – Churchill Court

8:30 - 9:25 AM GENERAL SESSION Keynote – Churchill A

Meaningful Insights: Video Measurement Across a Global Network

Shari Cleary, Director of Digital Research - Entertainment & Games, MTV Networks

MTV Networks has over 400+ websites and attract an average of 45 million Unique Visitors per month. Video helps to drive audience and engagement across many of these well known sites, including, and Shari will share some of the magic and metrics they use to track the performance of online video, the importance of understanding and acting on what the data is telling you, and how other mediums can impact online traffic and vice-versa.

9:25 - 9:35 AM Sponsor Presentation – Churchill A

Buyers Exposed!

Claude Guay, President and CEO of iPerceptions

Lacking actionable insight? Discover a new set of tools that combine the what of clickstream analytics with the why of real customer feedback to boost online results. Presented by iPerceptions, a leading web-focused Voice of Customer analytics provider.

9:35 - 10:35 AM GENERAL SESSION PANEL – Churchill A

Mobile Marketing, Apps and Analytics

Moderated by Sionne Roberts, General Manager, Visability (Division of IT World Canada)
Jonathan Dunn, Manager, Mobile Marketing Solutions, Digital Cement
Dale Fallon, the Score
Brad Cressman, Sympatico Mobile

General market consensus is that the emerging Mobile channel is a key medium for reaching people on-the-go…many industry sources are even predicting 2010 will be the year for Mobile campaigns to finally make an impact on a significant level. But many questions remain, including how to best measure Mobile activity relative to other channels and which metrics should be used to define a truly “successful” Mobile Marketing program. This Mobile Marketing, Apps and Analytics panel is your opportunity to gain insights and a range of enlightening viewpoints from active players in the Publisher, Developer/Practitioner and Consultant disciplines.

10:35 - 11:00 BREAK / MOUNTBATTEN EXHIBIT HALL (OPEN 8:00 AM - 4:00 PM)

Tracks - Delegates may choose either session:
Acquisition Optimization [AO]
Emerging Media, Metrics and Technology [EMMT]

11:00 - 12:00 PM [AO-1] – Rossetti

What Happens After the Click? Optimizing Media and Identifying Micro-Conversions

Sibel Satiroglu, Online Insights Manager, HP

Beyond media clicks, CTR and CPC, why is it important to focus on what happens after the click? Sibel will provide an overview of the post-click metrics used to optimize media and identify micro-conversions that lead to macro-conversions. Sprinkled in the presentation will be campaign examples and best practices gained across various online drivers and customer segments.

11:00 - 12:00 PM [EMMT-1] – Churchill A

eMetrics Lab: From Web Analytics to Integrated Online Marketing

Nicolas Babin, AT Internet

Marketers talk about how they do their work and consultants describe best practices. eMetrics Labs are designed to give attendees an up-close and personal look at how specific tools solve specific client problems. These live demonstrations solve real world challenges, offer real world answers, and take you behind the scenes to see how data and technology combine to achieve stunning results.


Tracks - Delegates may choose either session:
Acquisition Optimization [AO]
Emerging Media, Metrics and Technology [EMMT]

1:00 - 1:50 PM [AO-2] – Rossetti

Built to Click

Eric Pierni, Head of Advertising Kijiji Canada

You’ve heard it a million times before: the power of Internet marketing is in its ability to measure performance, track back to an ROI metric. What are the keys to building a powerful acquisition based campaign that converts to the behaviour you want to drive? In this session we’ll explore how Kijiji Canada used acquisition based marketing to become one of the largest online classifieds brand in Canada.

Topics include:

  • Understanding how to define the acquisition behaviour you want to drive
  • Ensuring your site is set to track it
  • Negotiating an acquisition based media deal
  • Tricks to use in creative to drive acquisition
  • Employing acquisition and conversion metrics in SEO & paid search/display campaigns.
  • Landing page & site optimization for acquisition campaigns

1:00 - 1:50 PM [EMMT-2] – Churchill A

Tracking a Viral Virus - Gauging the Spread of H1N1

Mark Hudson, Senior Communications Executive, Public Health Agency
Alex Langshur, President and Founder, PublicInsite

The Second Wave arrived in Canada in late October - an increase in H1N1 flu activity in several parts of the country. The PHAC continues to work with international partners to learn more about this virus and prepare for additional waves and changes in the nature of the virus. They are also closely monitoring the conversation about it online. Anticipating public demand means keeping on top of search analytics and social media to proactively develop content. Twitter, Facebook, RSS and more are now tools for tracking the awareness and spread of this virus. Learn how the PHAC is listening carefully and re-balancing content to help website visitors make more informed health and vaccination choices.

1:50 - 2:40 PM [AO-3] – Rossetti

eMetrics Lab: Buyers Exposed!

Claude Guay, iPerceptions

If you are like most online marketing managers, you may be wondering how to convert the 97% of your visitors who walk away. Our 50-minute lab will address how much money you leave on the table and, more importantly, what you can do about it. Come discover why your online consumers won’t buy as we expose their most common objections and the simple tools you can implement on your site to boost online results.

1:50 - 2:40 PM [EMMT-3] – Churchill A

Measuring and Monetizing Web 2.0 Applications

Breanna Wigle, Military Advantage

Clicks, mouseovers, Flash, Silverlight, AJAX and more. In the world of web 2.0 (and soon 3.0) applications it’s now more important than ever to have a solid approach to measurement and monetization. Join Breanna Wigle of as she shares how she approached measuring the success of AJAX and Flash applications and infused analytics into the product development lifecycle. Learn how to embed analytics into your organization and technology landscape to prioritize projects and drive ROI.


Tracks - Delegates may choose either session:
Acquisition Optimization [AO]
Emerging Media, Metrics and Technology [EMMT]

3:00 - 3:50 PM [AO-4] – Rossetti

Presentation and Panel: Deciphering the Attribution Puzzle

Moderated by Kelly Kubrick
Mark D. Walker, Customer Acquisitions, Reliant Energy
Michael O’Sullivan, Ad Platforms & Strategy Lead, Microsoft Canada
Andy Fisher, Starcom MediaVest Group

In this two-part session, Mark Walker will start by describing how Reliant Energy, a Fortune 500 organization providing retail electricity in Texas, is sharply focused on promotional spend allocation. Mark oversees the distribution of advertising funds across television, online display and search. He will explain his attribution model using two years of customer data to optimize their media spend on a weekly basis. How do impressions on TV correlate to banner ad impressions? How do both impact search activity? Mark divulges some of the pitfalls and successes they've experienced attracting and growing their flock of 1.9M customers.

In Part II of this session our panel of experts will engage with each other and the audience in a candid discussion as to whether we truly can calculate how much each promotional effort contributes to a conversion; and whether there is real value in crediting each ad, search term and landing page.

3:00 - 3:50 PM [EMMT-4] – Churchill A

How Social Media Measures Up When Giving Away Half a Million Dollars

Andrea Peckham, Senior Manager, Brand Marketing, Aviva Canada
Patrick Glinski, Idea Couture

The Aviva Community Fund produced a Canada-wide competition for ideas using Twitter, Facebook and a website. Judges will review the ideas that get the most votes and hand out a half a million dollars to the best. How well did social media work? Aviva is going to share all of their metrics to show that their TV spend making no impact and that their search marketing and paid media efforts were blown out of the water by social media. Come see all their stats and display metrics that show the measurable behavioral differences between acquisition channels and how focusing on engagement turned enthusiastic participants into the brand's best promoter.

3:50 - 4:35 PM [AO-5] – Rossetti

Measuring Partner Channels for Distribution and Customer Acquisition

Ron Kunitzky, Geyser Marketing Group

Your partner channels drive your business, yet how do you know if they are really working for you? How effective are they and which ones are performing best? What metrics should you be looking at and how can you optimize your partner relationships so that you get more out of them? Join Ron Kunitzky from Geyser Marketing Group as he discusses how Geyser Marketing Group clients measure their partner relationships, ultimately increasing the social and commercial capital of their brand.

3:50 - 4:35 PM [EMMT-5] – Churchill A

Quantifying the Impact of Word-of-Mouth in Customer Acquisition and Retention - WAA Research Report

Christopher Berry, VP Measurement Science, Syncapse & WAA Research Committee Lead

Word-of-Mouth (WOM) isn’t new, but our ability to spread, influence and measure it effectively and accurately is a relatively recent development. This presentation will describe, using real data from the WAA’s Peer Review Research Journals Project (and possibly from Syncapse Corp case study data), how to quantify the impact of WOM in customer acquisition and retention. Attendees can expect to take away at least three action items that they can apply at their organizations.

4:35 - 5:20 PM GENERAL SESSION PANEL – Churchill A

The Future of Marketing, Business and Analytics

Moderated by Stéphane Hamel,
Jacques Warren, President WAO Marketing
Christopher Berry, VP Measurement Science, Syncapse
Jim Novo, WAA Education Manager
John Lovett, Senior Analyst, Web Analytics Demystified

5:20 - 5:30 PM GENERAL SESSION: Closing Remarks – Churchill A

Expo Hall Hours

April 7th 5:00pm – 7:30pm
April 8th 8:00am – 7:30pm
April 9th 8:00am – 4:00pm

SMX Toronto

SMX Search Analytics Co-located with eMetrics Toronto
April 8-9, 2010

2010 Sponsors


Digital Analytics Association
WAA Base Camp™ Workshops
Toronto, April 23-24, 2012
Chicago, June 24-27, 2012


Foresee Results


iPerceptions onResearch


AT Internet Unilytics University of British Columbia University of California | Irvine


Unica Syncapse Web Analytics Demystified Coremetrics


Observe Point

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