Site Optimization [Site]

Toronto, April 26-29, 2011
DOMINION SOUTH

Friday April 29th

This track sheds light on the collaborative process of measuring and optimizing content consumption and task conversion. Leaders in digital marketing and analytics deliver case studies and share hands-on experience of programs that uncover visitor intent, improve customer satisfaction, increase brand value, and ultimately increase conversions with greater efficiencies:

9:40 – 10:30

[Site-1] Art and Science of Interpreting Data and Making a Case for Change

Jennifer Veesenmeyer, COO, Stratigent
Khalid Saleh, Invesp

Data collection is the systematic recording of information; data analysis involves working to uncover patterns, trends and relationships in data sets; data interpretation involves explaining those patterns, trends and relationships.

A web analysts knowledge, background and experience influences how data is interpreted, therefore the same data may be interpreted in different ways. Web analysts are people and people communicate information in different ways. Therefore, making a case for change rests fully in the analysts ability to: identify important data sets to interpret; uncover patterns, trends and relationships that have significant impact; then communicate that information in a way that stakeholders understand. This is no easy task! In this session panelists discuss how they’ve developed their data analysis abilities; the human qualities of an analytical thinker; and proven methods for communicating insights and making a case for change.

11:00 – 12:00

[Site-2] Web Analytics and User Experience Forum

Angie Brown, Web Analyst, IBM
Patrick Glinski, Head of Social Innovation, Idea Couture

When it comes to data, analytics can give you the what, but even great marketers can struggle with explaining the why. Similarly, User Experience is great for determining the behaviors, goals, and motivations of individuals, but lacks the hard data produced by thousands of people navigating a website. When these two superpowers unite, you can achieve better results faster. Come discover how combining these disciplines leads to better form interaction and increased conversion rates. Angie, Fred and Patrick show how to craft data-supported, user-centric arguments that drive change and meet goals.

2:10 – 3:00

[Site-4] KPI Clinic – The Doctors Are In

June Li, Founder and Managing Director, ClickInsight
Stéphane Hamel, Principal, Immeria.net
Angie Brown, Web Analyst, IBM

There’s much talk about KPIs and how they need be relevant to business outcomes, be few in number and drive action. But many people struggle putting the strategy into practice. Submit your KPI's and your strategy problems and let the Doctors diagnose your situation. Three leading marketing metrics experts will discuss what makes a good KPI and then offer advice, guidance and recommendations. Submit your questions, and vote for the questions you want answered.