Campaign and Acquisition Optimization [CAO]

DUFFERIN

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.