eMetrics Marketing Labs

Toronto, April 26-29, 2011

Practitioners talk about how they are doing their work at their company. Consultants describe best practices. Vendors can only tell you so much in the short time you have at their booths in the exhibit hall. eMetrics Labs were designed to give you that up-close and personal look at how specific tools solve specific client problems. Select from three different business problem scenarios to see how the technology actually works. These are live demonstrations of technologies working together to 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. eMetrics Marketing Labs are your quickest path to monetizing your eMetrics attendance and have been called the “hidden gems” of eMetrics by previous attendees.

Thursday, April 28 • 3:30 – 4:15 • Marketing Labs

Lab 1: Make Yourself Heard City Hall

Duff Anderson, VP, Research, iPerceptions

According to web analytics expert, Avinash Kaushik, large businesses should implement VoC analytics before any other type of online research. Before clickstream analytics. Before A/B testing. Before competitive intelligence.

Why? Because VoC analytics informs other research decisions by highlighting where the customer experience falls short and bringing the most pertinent issues to the forefront.

Join our lab on Thursday, April 28, at 3:30pm if you want to:

Bring winning ideas to the table by leveraging actual customer feedback
Drive higher ROI out of your existing web analytics investments
See cases where clients used VoC data to isolate problems and justify bigger projects

Lab 2: Four Steps Toward a More Harmonious Marriage of Customer Metrics Dominion South

Rick Neuman, Director, eCommerce Operations, Sears Canada
Eric Feinberg, Industry Director, ForeSee Results

Overwhelmed by streams of data from disconnected sources, many organizations have a fragmented, distorted view of the customer experience. Aligning the metrics from the customers’ perspective provides a truer picture of what all the metrics mean in context, to guide investment and resources to where they’ll have the greatest return. This session will relate how Sears Canada identifies site visitor concerns and opportunities and quantifies their impact on the organization, which helps them build a compelling business case for improvements.