Washington DC 2009
Tuesday, October 20 • 9:00 - 9:45 am • Keynote 1
Translating Web Intelligence into Business Value
Jim Sterne, Target Marketing
We started out counting hits just to prove that our website was being seen. Then we started measuring more closely in order to make our websites better. It turns out that web data can be far more valuable. Jim Sterne walks us through the stages of using web intelligence to get to know our customers better, optimize our marketing and finally to improve the business as a whole. The analysis is now about what customers want, how they respond, and what they will buy. Marketing analysts can now deliver actionable insights that lead to higher profits, lower costs and improved customer satisfaction. This year, marketing gets down to business.
Tuesday, October 20 • 1:00 - 1:50 pm • Keynote 2
Leveraging Customer Data for the Customer Instead of About the Customer
Theresa Kushner, Director, Customer Intelligence, Cisco
Cisco Systems has been at the center of the Internet since its inception and has been relentlessly customer focused from the start. Theresa has been at the center of Cisco's data collection, integration and capitalization for the past four years. Having learned indispensable lessons as Director of Marketing Data at IBM and author of "Managing Your Business Data: From Chaos to Confidence," Theresa brings a unique perspective to managing the amalgamation of more data than imaginable. Her holistic customer view takes advantage of the best from datawarehousing, customer behavioral analysis and predictive modeling. Come learn where Cisco has been and where they are going.
Wednesday, October 21 • 9:00 - 9:50 am • Keynote 3
Chasing the Edge of Digital Metrics at NBC Universal
Blandon Casenave, Director, Digital Research, NBC Universal
Chris Johannessen, Product Manager, Analytics Solutions, NBCU MediaWorks
NBC Universal owns and operates news and entertainment networks, a premier motion picture company, television production operations, a leading television stations group, and world-renowned theme parks. Blandon tackles the business issues, turns them into data gathering requirements, and sets the tone for data analysis - while Chris handles the technical side of analytics and makes sure the numbers are there. Between them, they know what it means to push the outside of the envelope when it comes to data capture and integration. Web traffic, video views, social \ viral media activity, mobile and iPhone usage (including using an iPhone as a Blu-Ray game controller) are grist for this formidable mill. Find out what happens when they put their systems to the test to glean serious business value from digital data. And you thought all they did was make 30 Rock and bring the Olympics to your screen of choice.
Wednesday, October 21 • 1:00 - 1:50 pm • Keynote Panel
Marketing Metrics Maturity - Panel
Jim Sterne, Target Marketing (Moderator)
Bill Gassman, Gartner Research
Stéphane Hamel, immeria
John Lovett, Forrester Research
Laura Patterson, VisionEdge Marketing
Getting proficient at measuring marketing has become increasingly complex. Mastering a marketing mix now means incorporating web analytics with offline metrics. What are the levels of maturity? How does one get from one level to the next? How mature are the brands we know and love and what can we learn from them? Our panelists have spent years pondering these issues and come together to describe the state of the marketing union to determine how far along we are and how to get to the next level.
Wednesday, October 21 • 5:00 - 5:50 pm • Keynote 4
Business Optimization - A Study in Change Management
Lizzie Schreier, Internet Marketing, Allstate Insurance
Imagine walking into a 78 year old, Fortune 100 company with more than 70,000 employees and none of them tasked with making the most of the Internet. Imagine setting your sights onto turning a 90% bounce rate into a 90% conversion rate. Imagine just how much heaven and how much earth need to be moved to make that happen. Has Lizzie, an unstoppable force, met an immovable object? It was no contest. Find out how the "Good Hands" company became a web savvy company as Lizzie tells her story of infiltrating corporate culture with a content management system and leveraging it to move up to multivariate testing. Lizzie will also reveal how to get started in social media without freaking out legal, leadership, or liability teams. Learn what it means and what it takes to be a Change Agent at a company founded by actuaries who do business by the numbers.
Thursday, October 22 • 9:00 - 9:50 am • Keynote Panel
Every Click is a Lead - Panel
Plaza B&CEllis Booker, BtoB and BtoB's Media Business (Moderator)
Cleve A. Bellar, LexisNexis Risk Solutions
Chris DeMaio, Verizon Wireless
Linda Hetcher, Avaya
Many are focused on ecommerce, but every website does sales development as well. How do you measure the impact and value of the content on your site? Incisive journalist Ellis Booker leads a panel of those whose livelihoods depend on engaged visitors. How do they interpret a visit to a site without a shopping cart? What is the metric-de-jour on websites that do not take credit cards or PayPal? Our panelists will share their perspectives, their processes and their progress in this journey of making the most of online metrics.