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

Campaign and Acquisition Optimization [CAO]


Thursday April 28th

The measures and optimization behind acquisition have moved beyond analysis of traffic driving tactics to strategic, integrated programs with specific marketing, communications and business goals. This track is aimed at marketers responsible for increasing the value of their company’s (or their customers) acquisition campaigns and programs:

Thursday, April 28th • Campaign & Acquisition Optimization [CAO]

1:15 – 2:10 CLINIC

Everything You Want to Know About Acquisition Optimization…But Were Afraid to Ask!

Clinic Acquisition Experts:
Alan K’necht, K’nechtology (@aknecht)
Kelly Kubrick, Online Authority
June Li, ClickInsight (@June_Li)
Moderated by: June Li

Launching new acquisition tactics? You’ve got it nailed. You’re the Crusher of CPC campaign creation, the Ultimate Warrior of email delivery, the Sergeant Slaughter of social conversations. What’s next? Pump up what’s working and slash what’s not. Ruthlessly seek dramatic improvements in acquisition efforts.

Where do you start? What should you seek out? Three acquisition experts will tackle your issues and offer advice, guidance and recommendations on optimization options you might consider. Join us for a no holds barred, interactive session where analysts will wrestle your optimization agonies to the ground. Those who volunteer their toughest issues for review will receive a copy of The Last Original Idea: A Cynic’s View of Internet Marketing by Alan K’necht.

4:30 – 5:45

[CAO-3] Attribution: Deciphering How Much Credit Each Campaign Gets and Why
ROOM: CITY HALL (this session only)

Moderated by: Josh Dreller, Vice President, Media Technology and Analytics, Fuor Digital
Steve Latham, CEO, Spur Interactive and Envoy Analytics
Baiju Devani, Vice President, Media Technology and Analytics, OANDA
Jeff Greenfield, COO, C3 Metrics

Interactive attribution is the process of crediting the campaigns that touched the visitor and contributed to a conversion – a sale, lead, subscription, download, video play or demo. It’s a hot topic in online marketing, yet few are able to see across channels or beyond the last click to measure the impact of each campaign: display, search, email, social and now mobile.

In this session, interactive analytics specialist Steve Latham provides an overview of opportunities, challenges and best practices for measuring impact of online media. He will explain why establishing an attribution model is essential to campaign management and how to look beyond the last click to measure the impact of paid, owned and earned media.

But we won’t stop there; you’ll also hear how one company (OANDA) leveraged in-house development to build a customizable platform for ad-serving and web analytics, while fully supporting their global brand's marketing initiatives, from re-targeting, segmentation, to multi-channel attribution.

The eMetrics Marketing Optimization Summit: How to Measure What Works Best. Check back as we continue to update our site with new sessions, speakers, and events. You can also sign up for the eMetrics Newsletter (see the menu on the left) for email announcements and follow us on Twitter @eMetrics. Register now and take advantage of our early bird discount.

Download the eMetrics Marketing Optimization Summit Toronto 2011 Guide

Expo Hall Hours

Wednesday, April 25
8:00am to 7:30pm

Thursday, April 26
8:00am to 4:30pm

Co-Located with eMetrics:

SMX Search Analytics
April 25-26, 2012

Predictive Analytics World
April 25-26, 2012

Lifetime Association Sponsor

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

2011 Sponsors


Foresee Results


iPerceptions onResearch


Unilytics University of British Columbia University of California | Irvine ATInternet


Analytics Canvas from nModal Syncapse MapFusion Questback SAS ObservePoint 9th Sphere Search Engine People Elsner Outrider


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