Web Analytics Advanced [WA-ADV]

Toronto, April 26-29, 2011
DUFFERIN

If you’ve been around the web analytics block a few times, this is the track for you. Senior practitioners and consultants delve into the more complex areas of web analytics. This track is not about specific technology – your vendors can help you with that. This track is about doing serious analysis, managing multiple approaches, and securing your place at the strategy table rather than being relegated to the number-crunching squad.

Friday April 29th

9:40 – 10:30

[WA-ADV-1] Data Integration, is it Worth the Effort? Why to and NOT to Integrate Data

David Jenkins, Director, Merchandizing and Analytics, BuildDirect
Braden Hoeppner, Director of Web Sales, CoastalContacts.com

Integrating a web analytics tool with internal systems provides considerable business benefit: enhancing the depth of analytic understanding and increasing opportunities for targeting marketing. However, integration comes at a price – both in actual cost and opportunity cost. Companies often overlook the benefits an out-of-the-box tool can provide in the rush to integrate. Integration projects also have a habit of under-delivering on high expectations.

Come prepared for a lively discussion as David Jenkins and Braden Hoeppner debate the case for and against integration. Braden has had considerable success leveraging analytics data in creative ways without undertaking expensive integration projects, while David has successfully integrated data in small and large companies.

1:15 – 2:05

[WA-ADV-3] Test, Test, Test: The Cornerstone of Site Optimization: Best Practices and Case Studies in testing Dominion South

Jody Farmer, Vice President, Strategic Marketing, CreditCards.com
Laura MacKenzie-Callow, Senior Search Marketing Manager, Intuit.com

Take a deep dive into landing page testing at Intuit.com and see how “turbo” results were achieved. Laura MacKenzie-Callow, Sr Search Marketing Manager, will show what worked, what didn’t, what changes gave significant lift, and which did not. Then, go even deeper into optimization with multivariate testing. Join Jody Farmer as he shares how CreditCards.com found a way to optimize product offers from its partners for maximum lead generation, while reducing the risk of rolling out new designs.

2:10 – 3:00

[WA-ADV-4] Bridging Sales and Marketing with Digital Analytics

Alex Langshur, Co-Founder & Senior Partner, Cardinal Path

It’s a fact: every sales oriented organization is wedded to their CRM system from the inside sales person right up to the CEO. But few of them really give much thought to their digital analytics (web, mobile, email, social) data. What if you could bridge the gap between CRM and web analytics to give your front line sales people richer insights into leads and potentials?

Alex shows you how integrating CRM with behavior (web analytics) and intent (search) data can change the way you measure and monetize brand-based, lead-gen and corporate communications web sites. Find out how to optimize your marketing when your ‘customers’ (consumers, leads, citizens) are “buying” an idea, a brand message, or product/issue knowledge.

Specifically, Alex will include a detailed case study featuring DragonWave, a leading provider of high-capacity packet microwave solutions for next-generation IP networks. DragonWave has been investing in its online channel to deliver enhanced product support and drive lead-generation. Most recently, they began integrating web analytics with their salesforce CRM to develop a 360 degree perspective across all client touch points. What they found revealed how online behaviour helps to significantly qualify leads and inform higher value interactions with sales staff.