Full Agenda:
eMetrics Marketing Optimization Summit

REGISTRATION AND BREAKFAST

Web Analytics Association (WAA) Industry Update

Speaker:
Jodi McDermott, Vice President of Product Management and North American Consulting, DigitalAnalytix comScore, Inc.

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GENERAL SESSION KEYNOTE
It’s About The People AND The Data

The powerful combination of content and analytics, working together, is what allows ESPN to serve fans the best sports experience possible while providing advertisers the highest caliber environment and audience. In today’s multi-screen world, finding common measurement currencies, understanding consumer behavior and providing compelling content is simply becoming the price of entry. Hear from ESPN research and analytics on how they apply their insights and best practices to move "parallel path" conversations to unified and powerful storylines, serving fans and bringing advertisers measurable results.

Speakers:
David Coletti, VP, Digital Research & Analytics, ESPN

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Gold Sponsor Presentation

Silver Sponsor Solution Presentations

COFFEE BREAK IN EXHIBIT HALL

BREAKOUT SESSIONS - DELEGATES MAY CHOOSE EITHER TRACK

SITE OPTIMIZATION
Panel: Thriving with Fragmentation
We know that great marketers adopt new technology at a rate that outpaces the general population. Crowds are drawn to shiny objects. Great marketers see shiny objects before most people see it. It’s the root reason why marketers are going where the crowds are - across multiple mediums.

The fragmentation of the user/marketing experience is accelerating. Apps started off as Adobe Air widgets, they hopped onto the Smartphone, and then jumped onto portable tablets. Now they're on your DVR. Digital is everywhere. How can both web analysts and marketers thrive in such a fragmented environment, and assist in medium planning? Join us as our panel of marketing and analytics leaders explains how they are thriving in this divergent environment.

Panelists:
Christopher Berry, Syncapse
Louise Clements, SVP, Digital Strategist, MacLaren McCann Canada Inc.
Emeline Mellow, Business Relationship Manager, Johnson & Johnson

INTERACTION OPTIMIZATION
Social Media Analytics: Defining Metrics that Matter for Maximum Impact
It’s common practice to put tactics ahead of strategy. It’s easy to start a new Twitter account or Facebook page and post updates. But it’s much more difficult to put these tactics in place within an overall business strategy, complete with a measurement framework designed to meet strategic goals.

Key to your measurement framework is the unification of social media data with web analytics data to generate powerful insights. In this session we’ll discuss how to define and align social measurement to social media and enterprise strategy; how to establish a definition of "engagement" for your business; help you identify metrics that matter; and show you how to use flow charts to map back to those metrics that matter. And, if time allows I’ll provide a short case study that demonstrates theory into practice.

Speakers:
Keith Burtis, Keystone Solutions

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5-MINUTE TRANSITION

BREAKOUT SESSIONS - DELEGATES MAY CHOOSE EITHER TRACK

SITE OPTIMIZATION
Testing and Targeting for Optimization: Best Practices and Case Studies
Are you trying to increase conversion rates, click-through rates, and lower bounce rates? Do you already know that landing page optimization is important, but you’re not sure where to start, which "test" will deliver the greatest impact? Are you already interested in hypothesis-based testing on A/B and multivariate testing models? Are you looking for case studies and ongoing resources to help you "be" the difference? If yes to any or all of these questions, then join us for deeper insights into how-to test and make it work for your business. Learn about best-practice test applications and see results from around the world.

Speakers:
Laura Callow, Senior Marketing Manager, Digital Acquisition, Intuit GSB

INTERACTION OPTIMIZATION
Tight Conversion Optimization can be a Killer
With more media and device choices available to marketing, measuring and optimizing your web properties is more important than ever. Is a tight focus on conversion the answer? Yes and no. Surprised at this answer? Attend this session to learn from experienced analysts why too much conversion optimization can actually kill online performance and what to do about it.

Speakers:
Angie Brown, Web Analyst, IBM
Jacques Warren, CEO, PDG, WAO Marketing Inc.

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NETWORKING LUNCH / EXHIBIT HALL

BREAKOUT SESSIONS - DELEGATES MAY CHOOSE EITHER TRACK

ACQUIRE, ATTRIBUTE, PREDICT
Leveraging Business Analytics To Stay On Top of the Competition
Monster was the pioneer in the online recruitment industry. To maintain its competitive advantage it has taken the data-driven road using research, business intelligence and predictive analytics. Join this session to hear how Monster went from good to great using business analytics to support its overall decision making process across all regions. Jean-Paul Isson will discuss Monster’s success with increasing customer retention, market share and customer profitability, while managing competition from paid sites, free sites and social networks.

Speakers:
Jean-Paul Isson, VP Global BI & Predictive Analytics, Monster Worldwide

INTERACTION OPTIMIZATION
Social Media Metrics: Drive with Care
When it comes to measuring social media, too many organizations rely solely on scoring tools like Klout, Peerinde, Twitalyzer etc. Alan will enlighten you on the pros and cons of using these tools and details how organization can benefit from using them the right way and how they can be hurt if they use them the wrong way.

Because nothing teaches better than real life, Alan will share how a non-profit was able to reach a world-wide audience to help raise funds. Both success & failures will be openly discussed, as well as the measurement methodology used to evaluate each.

Speakers:
Alan K’Necht, Digital Always Media

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10-MINUTE TRANSITION

BREAKOUT SESSIONS - DELEGATES MAY CHOOSE EITHER TRACK

ACQUIRE, ATTRIBUTE, PREDICT
Behaviour, Voice and Value: Leveraging Consumer Engagement Models
What is the measurable business value of a tweet? Testimonial? Or single Video View? Beyond simple clickstream reports how do we truly quantify the incremental value of digital experiences over time? Ross addresses these difficult and nagging problems of digital measurement by applying the use of marketing sciences and predictive response modelling. Ross delivers a proven, statistical method for integrating survey response and historical site interactions bridging the gap between online behaviour and offline action. His case study demonstrates the actual step-through process for constructing and validating cross channel measures of consumer engagement. Ross sheds light on the necessary tools, processes and methods for leveraging anonymous site usage to prioritise optimisation efforts and improve content merchandising.

Speakers:
Ross Jenkins, Vice President of Analytics, RAPP New York

INTERACTION OPTIMIZATION
Understanding Mobile Interaction
Description is forthcoming.

Speakers:
Zoe Morawetz, Research Officer, CBC
TBD

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COFFEE BREAK IN EXHIBIT HALL

BREAKOUT SESSIONS - DELEGATES MAY CHOOSE EITHER TRACK

ACQUIRE, ATTRIBUTE, PREDICT
Hidden Treasure: Boost SEO Performance and User Experience with Internal Search
Internal search data can be translated into key insights that indicate what is and is not working about a website. Coupled with data from an analytics system, internal search can be used to improve all aspects of a website from SEO performance to user experience.

In this session you’ll hear how internal search data is helping CBC decrease their exit rate and improve the user experience. Enhance your knowledge about the common obstacles that can derail the successful implementation of an internal search engine and get expert recommendations and solutions that will help you interpret data, manage the ongoing development of features and employ internal search insights into the ongoing site optimization process.

Speakers:
Dave Hamel, Product Manager Web Analytics and Google Search, CBC

INTERACTION OPTIMIZATION
Self Help that Works: Designing and Optimizing Online Customer Service Experiences
Online self-service is an essential and cost effective channel for managing customer expectations, customizing the user experience, and dealing with customer issues. Find out how brand leaders monitor and manage customer service using qualitative and quantitative insights in order to overcome service issues and improve the quality and interaction with customers.

Speakers:
Patrick Glinski, Idea Couture
Brian Flanagan, Expedia
Camille Kiffer, Director of Self Service Strategy, Rogers

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10-MINUTE TRANSITION/EXHIBIT HALL

GENERAL SESSION PANEL AND CLOSING REMARK

In 2011, the CMO Council published their annual Marketing Outlook Report, which detailed the areas of focus for C-level marketing executives in the year to come.

The top three critical areas of focus were: Multiply Marketing Performance, Redefine the Customer Experience, and Use Insights to Grow Brand Equity.

What does this mean for the digital team? To start, all top 3 areas of focus involve digital and more specifically, the analytics and insights behind digital. With marketing performance and insights high on the C-Suite list of priorities, now is the time to shine. Maximize your contribution to marketing performance and take steps to build a case and communicate that contribution.

In this session, seasoned digital analytics professionals discuss, debate and share the steps to take in determining digital’s contribution to marketing results.

Speakers:
Stéphane Hamel, Cardinal Path
Shaina Boone, Critical Mass
Jacques Warren, CEO, PDG, WAO Marketing Inc.
Ross Jenkins, Vice President of Analytics, RAPP New York

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