Mar 18-21, 2013
San Francisco
April 14-18, 2013
June 10-13, 2013
Sept 29-Oct 3, 2013
Oct 14-15, 2013
Oct 23-24, 2013
Nov 4.-5, 2013


Washington DC 2009

Agenda | Tracks & Workshops | Agenda at a Glance | Speakers | Registration

Tim Ash, President & CEO,

Tim Ash Tim Ash is the CEO of, a landing page optimization firm that offers conversion consulting, full-service guaranteed-improvement tests, and 2nd-generation software tools to improve conversion rates. SiteTuners' unique visual attention simulation software tool can be used on a landing page screenshot or mock-up to quickly identify major conversion issues.

He is a highly-regarded speaker at Internet marketing conferences. Tim is a contributing columnist to several industry publications. He is the author of the bestselling book Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions (John Wiley & Sons Press, 2008)

Workshop: Landing Page Testing Crash Course

Bonus Eye-Opener Talk 1: Why Your Landing Pages are Sucking Money out of your Wallet

Paul A. Barrett, Customer Management Global Program Director, Teradata

Paul A. Barrett Paul A. Barrett is the Customer Management Global Program Director for Teradata's Communications, Media and Entertainment Industry Solutions group. Paul has over 20 years of industry experience and 15 years of internet marketing background. Prior to joining Teradata in 2006 he was the managing partner of Creative Convergence, a boutique management consulting firm. At Creative Convergence he built client relationships with companies such as Microsoft, AOL, Embratel, and other market leaders. Before launching Creative Convergence, he worked at MCI Telecommunications for 10 years. At MCI he transformed the MCI's CRM capabilities and led start-up initiatives in the Internet and Wireless markets. Paul has an MBA in Marketing from George Washington University.

eMetris Lab C: Online Data Meets Enterprise Data

Anil Batra, VP Search and Analytics, POP

Anil Batra Anil Batra is Vice President of Search and Analytics at POP, an interactive agency in Seattle. Anil has over 13 years of experience in Consulting, Business Intelligence, Web Analytics, Online Advertising and Behavioral Targeting. In his current role at POP, Anil helps companies use Web channel data to improve online business results. In past, Anil has worked at Ascentium, ZAAZ, and Audience Science (formerly Revenue Science), a Behavioral Targeting company. Anil has helped several fortune 500 customers effectively use web analytics and increase their ROI on the web. Anil has worked with customers such as Microsoft,, ESPN, T-Mobile, Hoovers, Realnetworks, Starbucks, and Anil holds a B. Tech in Electronics and Communication Engineering from India and an MBA from University of Washington, Seattle. Anil is the author of one of the top Blogs ( in Web Analytics and Behavioral Targeting and speaker at various online marketing conferences including eMetrics.

Moderator: Search Analytics Track

Cleve Bellar, Senior Director of Marketing Operations, LexisNexis Risk Solutions

Cleve Bellar Cleve Bellar is the Senior Director of Marketing Operations for LexisNexis Risk Solutions bringing more than 15 years of business and marketing operations experience in both B-to-B and B-to-C environments. In his role, Cleve provides leadership for maximizing Return on Marketing Investment and optimizing all aspects of Marketing including planning, financial management, campaign execution and analysis. Cleve is accountable for improving Marketing efficiencies, driving enhancements in customer targeting and segmentation, lead management, performance reporting, and for progressing overall campaign management and CRM capabilities.

Prior to joining LexisNexis, Cleve worked for Computer Associates for 10 years and provided strategic leadership for the Global Marketing organization in the areas of process improvement, data management and technology advancements which included the creation of a global marketing database and implementation of Marketing Resource Management and Demand Generation tools.

Cleve holds an MBA from Southern Methodist University and resides in Alpharetta, GA.

Panel: Every Click is a Lead

Caroline Bradley, Vice President Marketing, Prime Retail

Caroline Bradley Caroline is a marketing professional with more than a decade of experience in the retail industry. She joined Prime Retail in February 2008 as vice president, marketing and oversees the marketing operations of Prime Retail's 21 outlet shopping centers across the U.S. and Puerto Rico. She is responsible for functions including annual marketing campaigns, Web site development and interactive strategy, sales promotion, loyalty programs, budget management, luxury brand marketing and third party partnerships.

Search Analytics 1: Optimizing Online Search for Offline Sales

Brooks Bell, CEO and President, Brooks Bell Interactive

Brooks Bell As CEO and President of Brooks Bell Interactive, Brooks leads an experienced team to develop creative solutions, onling conversion strategy, and A/B test plans for clients including Chase Bank, Nickelodeon, The Wall Street Journal and AARP. She is a 2002 graduate of Duke University with a BA in Psychology. Prior to founding Brooks Bell Interactive in 2003, she was a Co-founder and Creative Director at novelProjects, a web design firm. Brooks is the Learning Chair at the Raleigh-Durham Chapter of Entrepreneurs' Organization (EO).

Brooks has spoken at the MarketingSherpa Email Summit, the Internet Summit, and Duke University Entrepreneurship classes for several years. Additionally, Brooks has been published as an expert in the fields of email marketing and conversion path optimization in iMedia Connection, Tech Journal South, and Duke Magazine. Brooks is also a recipient the prestigious Triangle Business Journal 2009 Women in Business award.

Moderator: From the Customer Side Track

Ellis Booker, Editor, BtoB

Ellis Booker Ellis Booker is Editor of BtoB, the Magazine for Marketing Strategists. The only publication devoted exclusively to the intersection of business marketing and business strategy, BtoB is published monthly by Crain Communications Inc. and reaches an audience of more than 45,000 readers. In addition to the print edition, BtoB offers daily and weekly e-mail products and maintains a Web site at

Booker is also editor of BtoB Media Business, the Magazine for Business Publishing Executives. In addition to the print edition, BtoB Media Business offers a weekly e-mail newsletter and the annual Top Innovators in Business Publishing Awards.

A frequent speaker and panelist, Booker also manages the editorial side of BtoB's multi-city NetMarketing Breakfast series. Prior to BtoB, he was an Editor at Large at CMP's Internet Week, which he joined in September 1997.

A 1980 graduate of Oberlin College, Booker has a B.A. in English and Philosophy. He lives in the suburbs just north of Chicago and has two sons.

Moderator: Every Click is a Lead - Panel

Danielle Brigida, Social Media and Outreach Coordinator, National Wildlife Federation

Danielle Brigida Danielle supports constituent outreach by investigating online tools and social networking sites to discover how best to use them to educate, engage and mobilize people to protect wildlife. As NWF's lead voice on Facebook, Twitter, StumbleUpon, Digg and more, she tracks emerging trends and finds the most effective ways to drive traffic to NWF's campaigns. Danielle graduated from Christopher Newport University with a B.A. in Technical Writing with minors in Biology and Communications.

From the Customer Side 3: Man(agement) vs. Wild - Heading the Call of the Free Range Customer

Vicky Brock, Co-Founder, Highland Business Research

Vicky BrockAs co-founder of insight and web analytics agency Highland Business Research, Vicky works extensively delivering insight and analytics to non-transactional clients, in the university, travel and public sectors. She is passionate about helping clients understand their customers, including the way they behave online, in order to help them drive effective web, marketing and communications strategies. Vicky is a Board Director of the Web Analytics Association, the professional body for those working in understanding and optimizing online experience. She is also Associate Lecturer in Web Analytics for the University of British Columbia, Course Director of eMarketing and Web Value Optimisation for the University of the Highlands and Islands, Executive in Residence for the University of Guelph Hospitality School and a trainer in online understanding and measurement for the WAA, delivering web analytics training across North America and Europe. Vicky writes extensively about measuring and understanding customer behavior in the travel and hospitality industry at

eMetrics Clinic 2: Optimizing the Non-Ecommerce Website

Angie Brown, Web Analytics Manager, Elsevier Health Sciences

Angie BrownElsevier Health Sciences is a a global publisher of medical information and services. In her role at Elsevier, Angie leads implementation, analysis, and data integration efforts for more than 70 websites. Prior to her practitioner days, Angie led the Professional Services Group for IBM's SurfAid, then moved into Strategic Services consulting for Coremetrics. She has served as the Co-Chair for the WAA Standards Committee for the past 3 years.

Business to Business 2: Web Analytics for Non-Marketers: Extending Data's Reach and Impact

Eric Bruner, Business Systems Architect, Sallie Mae Inc

Eric Bruner As business systems architect, Sallie Mae Inc, Eric Bruner provides vision and develops strategies for integrating various technologies and processes to both measure and improve the online customer experience. With over 13 years of IT and marketing experience Eric has integrated web, customer opinion, web replay, call center, and campaign analytic data through the use of cutting edge complex event processing technologies. Eric is currently part of an architecture team at Sallie Mae focused on developing an event-driven architecture that will leverage the real-time data captured via these technology integrations. Eric holds a BS in marketing and an MS in communication and information sciences from Ball State University.

Data Delving 2: Event Driven Architecture Drives Sallie Mae

Scott Calise, Senior Manager of Digital Research for the Entertainment and Games, MTV Networks

Scott Calise Scott began his professional career in analytics in 2004 at a pharmaceutical development company in North Carolina. In 2006, he made his way to New York City and the world of web analytics where he held the role of Site Metrics Manager at Martha Stewart Living Omnimedia until 2009. While at Martha Stewart, Scott worked to develop and expand the company's use of their analytical tools and data to support business goals and decisions. He also helped advise Martha on how to best use Twitter. In March 2009, Scott joined MTV Networks as a Senior Manager of Digital Research for the Entertainment and Games group which includes such sites as,, and Scott is an active member of the Web Analytics Association (WAA), the Interactive Advertising Bureau (IAB), the Online Publishers Association (OPA) and can often been found talking shop at a Web Analytics Wednesday in New York City.

Emergent Metrics 1: Tracking Social Traffic

Christine Campbell, Head of Web and New Media Initiatives, Booz Allen Hamilton

Christine Campbell For more than 20 years Christine has been marketing technology products and services. She began her career selling advertising space for the then fledgling Washington Technology Newspaper before transitioning into the corporate marketing world with companies like The Thomson Corporation, SAGA (Software AG), Riverbed Technologies/Aether.

The last seven years of her professional career were spent with Erickson Barnett, a Northern Virginia based web and new media agency, and she recently joined Booz Allen Hamilton to head up their Web and New Media initiatives. From dude ranch parties, to hummers on the beach super bowl ads and million dollar baseball cap placements, to today's intricate world of social marketing, Christine has lived it all and believes, in the words of Bachman Turner Overdrive: You aint seen nothing yet.

Business to Business 3: Creating a Positive Gestalt in a New Media World

Matt Cardwell, Director of eCommerce Marketing, Quicken Loans

Matt Cardwell Matt is the Director of eCommerce Marketing at Quicken Loans, the nation's #1 online mortgage lender and fifth largest retail lender. At Quicken Loans, Matt leads the team responsible for the company's online marketing strategy, including paid and organic search, conversion optimization, online user experience and social media marketing. Matt is also a board member of, an online retailer of green products, a member of the Coremetrics Advisory Board and a lecturer in Online Marketing Strategy at Bizdom U, a Detroit-based school for aspiring entrepreneurs founded by Quicken Loans Chairman Dan Gilbert.

Multi Channel 3: TV's impact on Online & Vice-Versa

Blandon Casenave, Director of Digital Media Research, NBC Universal

Blandon Casenave Blandon's professional career in research began in 2000 at Court TV (now truTV) as a research analyst. After five years at Court TV, Blandon Casenave moved over to MTV Networks as the company's Manager of Digital Research for While at MTV Networks, Blandon managed and designed web analytics solutions and reporting for's Video, SEO and other rich media initiatives. In 2006, Blandon Casenave joined NBC Universal and in 2007 became Director of Digital Media Research with a primary focus on metric development across all digital platforms including Video, WAP and Mobile Applications. During the course of his work, Blandon co-invented NBCU's patent-pending Mobile Visitor Counting Methodology designed to accurately measure the number of users that visit WAP sites.

Most recently Blandon was a guest speaker at the 2009 Omniture Web Analytics Summit in Salt Lake City, Utah and again at a smaller Omniture "Cafe" session in New York City.

Keynote 3: Chasing the Edge of Digital Metrics at NBC Universal

Aseem Chandra, Senior VP of Product Marketing, Omniture

Aseem Chandra Aseem Chandra joined Omniture in March of 2009 as senior vice president of product marketing. Prior to Omniture, Aseem worked at Oracle for 12 years in general management, product and industry marketing, partner strategy and M&A integration. At Oracle he worked on the assessment, acquisition and integration of Siebel, Agile, GlobalKnowledge and PeopleSoft, and helped build the application integration architecture (AIA) group to develop SOA based process integration technologies. I earned a Bachelor's in Engineering from Indian Institute of Technology, New Delhi and a Master's in Manufacturing Systems from University of Texas at Austin.

Sponsor Presentation 4: Socialize Your Marketing

Mark Coleman, Digital Analytics & Optimization Mgr, Ford Motor Company

Mark Coleman Mark is Ford Motor Company's Analytics & Optimization Manager, a role he's held since it's creation in 2003. He successfully developed & manages Ford's extensive digital analytics & targeting capability partnering with multiple agencies & vendors. His focus on strong enterprise governance & process were key to Ford achieving their common consumer view strategy now integrating digital analytics across their complete B2C presence (i.e. 20+ sites for brand marketing, e-commerce, lead generation, customer retention, etc.) and offline marketing channels. Actively working with industry partners & vendors Mark focuses on marketing integration (digital, email, search, CRM, offline, etc.), online testing, multi-channel targeting, and now developing this same capability in Ford's global markets.

Moderator: Ecommerce Track

Barbara C. Coll, CEO, Inc.

Barbara C. CollBarbara "WebMama" Coll is an internationally recognized expert in search engine marketing (SEM) with a firm grasp on the industry offerings and their direction. Her knowledge extends to how search engines use and display fresh content; blogs, RSS, and video and she has strong beliefs on why her clients need to get involved in these marketing tactics. She founded in 1996 and along with the WebMama Team has been highly successfully in helping brand-name clients achieve their goals of driving high quality visitors to their websites.

Barbara has been involved with product and program marketing in Silicon Valley for 19 years, including marketing positions with Sun Microsystems and other leading edge startups.

Barbara was a co-founder, first President, and the first Chair of the Search Engine Marketing Professionals Organization (SEMPO). Her passion about the industry leads her to be an entertaining speaker and an advisor to many Valley start-ups and venture capitalists. She was instrumental in promoting the value of search engine advertising to enterprise businesses and influential in the feature set and construct of the past and current evolutions of the search advertising products available today.

Moderator: Business to Business Track

Matt Crenshaw, Vice President, Publishing Operations & Analytics,

Matt Crenshaw Matt Crenshaw is the Vice President of Publishing Operations & Analytics at (HSW), a Discovery Communications company. Matt has been with HSW since 2005 when he joined the company's strategy and research team as the main contact for Web analytics. Since that time, Crenshaw has helped build an infrastructure that has made HSW one of the Web's most popular destination sites.

With the growth of the company and acquisition by Discovery Communications (Discovery Channel, Animal Planet, TLC), Matt now manages teams responsible for using data to make daily decisions around content selection, organization, and promotion that help drive audience engagement and maximize revenues.

Crenshaw holds a master's degree from Harvard University in educational technologies and bachelor's degree from the University of Georgia.

Marketing Management 4: Data Driven Organization Panel

Amy Cybyske, E-Communications Manager, Union Privilege

Amy Cybyske Amy manages the development and execution of email and online marketing efforts to expand awareness and use of programs created by Union Privilege. Established by the AFL-CIO, Union Privilege is the provider of consumer benefits for labor union members and their families. She oversees the creation and implementation of integrated Web site and email promotions as well as managing day-to-day Web site operations.

Prior to joining Union Privilege in 2006, Amy developed online strategies for health care and education organizations with an emphasis on permission-based email marketing.

Gov., Non-Profit & Assoc. 2: Non-Profit Gets Down to Business

Chris DeMaio, Director of B2B Internet Sales and Marketing, Verizon Wireless

Chris DeMaio Chris DeMaio is the Director of B2B Internet Sales and Marketing at Verizon Wireless, home of America's largest and most reliable wireless network. He is responsible for the strategy and implementation of online sales and self-service programs for business customers. Chris focuses on reducing operating costs and increasing revenues by promoting self-serve online account management. His innovative sales programs and engagement of front-line employees have led to record-breaking results in online utilization.

During Chris' 14-year tenure with Verizon Wireless, he has held a variety of sales and marketing positions, mainly focusing on business and government customers. He has a B.S. in Organizational Management and a M.B.A in International Business. Chris is based at the Verizon Wireless Headquarters in Basking Ridge, NJ.

Panel: Every Click is a Lead

Laura Lee Dooley, Online Engagement Strategist, World Resources Institute

Laura Lee Dooley, Online Engagement Strategist, World Resources InstituteWRI is an environmental think tank headquartered in Washington D.C. where Laura Lee focuses on web analytics, social media and online community development. She joined WRI in 1986, implementing their first website in 1996. As Online Engagement Strategist for WRI, Laura Lee began working with multimedia communications technologies in the early 1980s, first as a journalist then moving into radio and television and finally into the online space. Prior to joining WRI, she worked in the telecommunications law firm of Fly, Shuebruk, Gaguine, Boros, Schulkind and Braun (Washington, DC; 1983-86), at WKPS-FM and cable-TV station WWNW, New Wilmington, PA (1979-1983), and as assistant to Pennsylvania State Legislator Al Rasco (Pittsburgh, PA; 1978). Prior to that she was an editor/writer for a local newspaper. Laura enjoys being googled, twittered, friended, fanned, and followed.

From the Customer Side 3: Man(agement) vs. Wild - Heading the Call of the Free Range Customer

Greg Dowling, Head of Analysis, Nokia

Greg DowlingGreg is Head of Analysis for Nokia's Service Experience organization and is responsible for analysis of all consumer data within the Services domains such as Music, Games, Media, Messaging, and Social Location. Prior to joining Nokia, Greg was Vice President/Associate Director of Strategy & Analysis for Digitas/Modem Media where he led their Web analytics capability supporting clients such as Delta, Kraft, Heineken, and Time Warner Cable. Prior to joining Digitas/Modem Media, Greg was a senior analyst with JupiterResearch focused on the best practices for Web site operations, from staffing and budgeting to vendor selection. His areas of specialization included Web site analytics, site search, content management and usability.

Prior to joining JupiterResearch, Greg was Senior Manager of Strategic Web Analysis for Scholastic Inc., where he managed the Web analytics group for Scholastic's Internet division, e-Scholastic. He was responsible for staff development, infrastructure, strategy, best practices, and overall service delivery with respect to Web analytics. Prior to Scholastic, he was Director of Web Design & Production for Cendant Marketing Group, responsible for all aspects of Cendant's Web presence including content management, Web design, usability, e-commerce, Web analytics, e-mail and search engine marketing. Previously, he was Regional Operations Manager for an online database service distributing digital maps and Data Capture & Integration to the environmental consulting industry. Dowling holds a B.S. in Environmental Geology from Southampton College in Long Island, New York.

Emergent Metrics 3: Going Mobile

Bryan Eisenberg, Professional Speaker, Best Selling Author, "Online Marketing Authority"

Bryan EisenbergBryan Eisenberg is the co-author of the Wall Street Journal, Business Week, USA Today and New York Times bestselling books "Call to Action", "Waiting For Your Cat to Bark?" and "Always Be Testing". Bryan has been the keynote speaker for Search Engine Strategies,, Direct Marketing Association, MarketingSherpa, E-consultancy, Webcom, SEM Konferansen Norway and the Canadian Marketing Association. He is also the co-founder and Chairman Emeritus of the Web Analytics Association. Bryan serves as an advisory board member of Search Engine Strategies, the eMetrics Marketing Optimization Summit and several venture capital backed startup companies (ie. Bazaarvoice, iPerceptions,, ClickEquations, etc.).

Bryan Eisenberg is the recognized authority and pioneer in online marketing, improving online conversion rates, Persuasion Architecture, and persona marketing. Bryan was recently recognized by eConsultancy members as one of the top 10 User Experience Gurus and and he was selected as one of the inaugural iMedia Top 25 Marketers.

eMetrics Clinic 3: Conversion Clinic

Moderator: Emergent Media Track

Steve Ennen, Managing Director, Wharton Interactive Media Initiative

Steve Ennen Steve Ennen, Managing Director, Wharton Interactive Media Initiative, and Lecturer in Marketing at The Wharton School, University of Pennsylvania, is an award-winning media executive pioneering online strategies for more than 15 years. Mr. Ennen is former VP, Digital Business Strategies at American Business Media where for years, he advised dozens of media and marketing companies on digital transformation, video and mobile messaging, social networks and development of digital revenue strategies. Recently, he served as a consultant and business development executive for Neighborhood America, an award-winning technology company specializing in enterprise social networks. He continues to advise marketing, media, and corporate enterprises on how to implement successful interactive media strategies.

Mr. Ennen has been an instructor of business media strategy at New York University, and a guest instructor at State University of New York, and Northwestern University. He builds curriculum for and lectures on emerging, interactive media strategies at the Wharton School.

Faramarz Farhoodi, CIO and VP of eCommerce, MotoSport Inc.

Faramarz Farhoodi Faramarz is CIO and VP of eCommerce at MotoSport Inc. - a leading online retailer of power sports parts, accessories and apparel. Faramarz has 24 years experience in technology innovation and delivering large-scale solutions in retail, defense, and manufacturing. Currently, he is responsible for Information Technology, E-commerce, and the Call Center at MotoSport.

During the last 5 years, which included managing at Amazon, he has been focusing on delivering state-of-the-art E-Commerce solutions with integrated analytics. At MotoSport, he has led the transformation of the company's mainly catalog-based/call center business to a world- class web site as the primary transaction channel. Combining best-of-breed SaaS for value-added services on its web site (in particular click-to-chat and click-to-call) - has enabled MotoSport to leverage the expertise of its call center staff to create a seamless multi-channel experience for its customers.

Prior to MotoSport and Amazon, Faramarz held executive and senior positions in leading technology, eCommerce, and international IT consulting companies (Haley Systems, FreeMarkets, Perot Systems, CSC, and LogicaCMG).

Ecommerce 3: Measuring the Power of the Contact Center

Susan Fariss, Web Analyst, American Chemical Society

Susan Fariss For the past 8 years, Susan has accumulated extensive experience in web evaluation, web content management, search engine optimization, information architecture, and user-centered design, working on award winning sites such as,, and Her experience encompasses a strategic view of web site maintenance, improvement, and development, her focus on the use of evaluation techniques and standards-based design and best practices in order to create a truly usable site/application. And on top of that, she's also just a very nice person.

Search Analytics 2: Measuring Search in a Non-Ecommerce Environment

Sue Feldman, Web Analytics Program Manager, National Cancer Institute

Sue Feldman As the Web Analytics Program Manager at the National Cancer Institute (NCI), Sue has been instrumental in NCI's evidence-based, data-driven & customer centric approach to Web development and has served as the principal advisor to the Office of Communications & Education on matters relating to web metrics and evaluation, including customer satisfaction surveys and user experience.

Sue has focused on strategies for communicating cancer information and effectively delivering this information to patients, health professionals, scientist researchers and the public throughout the world in the most useful and usable way possible. She implemented the NCI Web Analytics Program to better understand user needs for health information and user motivations for seeking and using such information, and to respond more quickly and effectively to customers' changing demands, impacted by the ever-evolving web environment.

Gov., Non-Profit & Assoc. 3: Building a Federal Agency Web Analytics Program: Federal Agency Web Analytics: The Transition from IT to Communications

Patrick Fitzgerald, Vice President, Interactive, Sirius XM Radio

Patrick Fitzgerald manages Sirius XM Radio's Internet properties and He and his team work with the Sirius XM Programming team to extend on-air programming with interactive content and experiences. He also works with marketing, the OEM team, ad sales, and IT to define Sirius XM's Internet strategy and development needs. Since coming to XM in 2007, Mr. Fitzgerald has been the business lead for significant enhancements to including an electronic programming guide, integration of a content management system, redesign of the e-Store, and implementation of a new email management system. His team has implemented a Web analytics and reporting solution as well as search engine optimization. He is leading Sirius XM's effort to integrate social media into the subscriber experience.

Mr. Fitzgerald has been involved in online marketing and Web development since the mid-90's. He has worked to create and improve the online experience for brands such as National Geographic, Audi, MCI, and Internet startups. He also has significant experience bringing database marketing discipline into digital experiences and has worked with organizations like Nabisco and AARP to develop systems that use customer data and insight to drive programs.

Mr. Fitzgerald is a graduate of Tulane University and Cornell's Johnson Graduate School of Management.

Marketing Management 4: Data Driven Organization Panel

Larry Freed, President and CEO, ForeSee Results

Larry FreedLarry Freed is President and CEO of ForeSee Results, a leading customer satisfaction management company with solutions based on the American Customer Satisfaction Index (ACSI). With nearly 20 years senior management experience, Mr. Freed has directed numerous e-commerce and technology initiatives. His background also includes 15 years of experience in the banking sector, holding senior level positions with First Chicago NBD and Bank One. An expert on web customer satisfaction, he is a frequent commentator on measuring online customer satisfaction and has been quoted in numerous publications and media, including: The Wall Street Journal, The Washington Post, Internet Retailer, Computerworld, ClickZ, Information Week, Investor's Business Weekly, CNN, CBS Market Watch, CRM Today, Destination CRM and Federal Computer Week, among others.

Sponsor Presentation 1: Accelerated Darwinism Online and the Evolution of Web Metrics

Bill Gassman, Research Director, Gartner Research

Bill GassmanBill Gassman is a research director at Gartner, where he is part of the Business Intelligence research team. He is the lead analyst for the topics of Web analytics and process centric BI. Mr. Gassman has more than 30 years of experience in the information technology industry, including application development, computer networking, and ISP operations.

Keynote Panel: Marketing Metrics Maturity

Enrique J. Gonzales, User Experience Sr. Analyst, AARP

Enrique J. Gonzales serves as the web analyst for the growing digital efforts of, the web site of the largest organization focused on people 50 years of age and older. Gonzales has been using web data to improve web sites since 1996 when he launched and managed the America Online's first Latino forum—HISPANIC Online. From those early days of the digital media, Gonzales used AOL's internal plus group tracking and web site log files to optimize the user experience. In 2000, he worked for Gannett Co., Inc., the largest newspaper company in the country, helping about 100 daily newspapers on-line and Prior to joining AARP, Gonzales worked for, pioneering efforts to track podcasts and live and on-demand audio streams.

Gov., Non-Profit & Assoc. 2: Non-Profit Gets Down to Business

Matthew Greenberger, Consumer Experience, Motorola

Matthew Greenberger As Consumer Experience Champion for support, Matt's job is to evaluate, implement and measure improvements in consumer support. So he listens – online, on the phone and in person – to understand the issues consumers face and how to best help them. Then he applies more than two decades of communications experience to drive clear, simple and easy-to-find support for Motorola consumers. Finally, he works on new ways to measure success. How do you really gauge the value of an IVR? Do online forums really solve consumer problems? Take advantage of Matt's experience in delivering and measuring communications and learn how he tracks progress in improving consumer-facing touchpoints.

From the Customer Side 1: Consumer Experience Metrics at Motorola - One Touchpoint at a Time

Mike Grehan, VP, Global Content Director, Incisive Media

Mike is VP, Global Content Director with Incisive Media, publisher of Search Engine Watch, ClickZ and producer of the Search Engine Strategies international conference series. Mike previously worked as a search marketing consultant with a number of international agencies, handling global clients such as SAP and Motorola. Recognized as a leading search marketing expert, Mike came online in 1995 and is author of numerous books and white papers on the subject. He is also chair of the Search Engine Strategies Global Advisory Board and is currently in the process of writing his third book on search marketing, due in spring 2010.

Bonus Eye-Opener Talk 2: New Signals To Search Engines: Future-Proofing Your Search Marketing Strategy

Andrew Hally, Vice President of Product Marketing, Unica Corporation

Andrew HallyAndrew Hally leads product strategy and marketing for Unica's on-demand product lines. He has worked with dozens of top marketing organizations to understand their challenges and needs in the face of the dramatic trends transforming marketing, working to define and deliver the right software solutions to power marketing success. Hally has spoken at industry forums across Europe and the US including the DMA, eMarketing, SMX, NEDMA and others.

Prior to joining Unica, he held marketing management positions with SensAble Technologies and White Pine Software. He also spent five years as a venture capitalist and management consultant. Hally holds a BA in economics and government from Harvard University.

Sponsor Presentation 7: New Developments in Interactive Marketing

Stéphane Hamel, Web Analytics Advocate, immeria inc.

Stéphane HamelStéphane is a leading voice for web analytics, helping businesses understand the value of online optimization. With over twenty years of experience, he has been on both sides of the fence, including client and agency, small projects to complete multi-site, multi-cultural ecosystems overhaul. Recipient of the Web Analytics Association Leadership and Technical Excellence Recognition and frequent speaker at the eMetrics Marketing Optimization Summit (San Jose, Washington, Toronto), and other conferences, he is also lecturing at the "Award of Achievement in Web Analytics" and "Introduction du Business Analysis" classes at the University of British Columbia.

Stéphane is completing a Master in Business Administration specializing in eBusiness at Laval University (Québec City) and is involved in various research and development activities with the prime focus to making web analytics easier through the popular Web Analytics Solution Profiler tool and concepts such as "Just-In-Time Tagging". Involved in various professional and education local events, he is also a member of the International Institute of Business Analysis and on the board of directors and treasurer of the Web Analytics Association.

Keynote Panel: Marketing Metrics Maturity

Heidi Hess, Director of Online Communications, Children's Defense Fund

Heidi Hess Heidi Hess serves as Director of Online Communications for the Children's Defense Fund and is responsible for the strategic planning and execution of all online content and communication for the organization. These responsibilities include engaging and supporting regular communications with CDF's online activists, executing online components of advocacy and fundraising campaigns, and supporting outreach to online social networking communities.

Heidi previously worked for the Sierra Club as the Online Outreach Program Manager where she oversaw the organization's email and web campaigns. She also served at the Kaiser Family Foundation as an online communications associate where she developed outreach strategies to increase the Foundation's profile and awareness of its campaigns and as the political director for, a voter education website, where she was responsible for the site's political content. Heidi received her B.A. in criminal justice from the University of Georgia.

Gov., Non-Profit & Assoc. 2: Non-Profit Gets Down to Business

Linda Hetcher, Senior Manager, Avaya

Linda Hetcher is the Senior Manager at Avaya responsible for Web Analytics and Optimization, Natural and Paid Search Program Assessments, Voice of the Customer and On-line Usability Studies for the company's global Internet sites. Prior to her position at Avaya, Linda was responsible for a number of cross-functional teams in both large B-to-B organizations as well with as small, entrepreneurial companies supporting their interactive business practices.

Linda's background spans broad experience in client relations, technical marketing, professional services and system design and management. Her undergraduate degree (BS) is in physics and mathematics and and she has and MS in computer science.

Panel: Every Click is a Lead

Braden Hoeppner, Director of Web Sales, Coastal Contacts Inc.

Braden Hoeppner, Director of Web Sales, Coastal Contacts Inc Braden is a passionate online marketer who has held roles in ecommerce, vertical media and telecommunications where he guided the implementation, optimization and usage of web analytics & usability to improve website sales performance. He has also provided consulting services for online strategy to public sector and non-profit organizations. He is also an online tutor for the UBC Web Analytics Award of Achievement program and has recently been named one of Canada's top 40 online marketers by Click! Weekly.

Workshop: Web Analytics Association Base Camp

Christian Howes, Digital Solutions Architect, Webtrends:

Christian Howes Christian Howes is a digital solutions architect in the solutions team at Webtrends. Howes specialises in web analytics, data integrations, and social media analysis. Christian also has a blog and can be found tweeting interesting social media snippets under the guise of drcasio.

Prior to joining Webtrends he worked in the web analytic field for a number of years for brands such as Which?, Panasonic and Sony Playstation where he worked on business critical projects such as the PSP download shop launch and the PS3 launch.

Christian started life as an analytical chemist and during this 4 year scientific period worked for Unilever and Eli Lilly.

His spare time is taken up with his 3 children, a lawn that never behaves, BBQ and not enough exercise.

eMetris Lab C: Online Data Meets Enterprise Data

Marko Hurst, Director of User Experience, Colangelo

Marko Hurst, RoundarchMarko Hurst, Director of User Experience at Colangelo, has been working in the web analytics & user experience field for more than 12 years. Marko has consulted for various Fortune 500 companies such as Proctor & Gamble, Unilever, Kraft, Ford Motor Company, & Motorola. Marko is also the co-author of "Site Search Analytics" due out late 2009. Marko's current project is developing a platform that combines analytics and user experience with human decision-making in a multi-channel environment which he calls "Designing Outcomes".

Moderator: Data Delving Track

Andrew Janis, Senior Marketing Consultant, Evantage Consulting

Andrew's focus is providing strategic, data-driven recommendations to clients to enhance their online presence and better integrate overall marketing efforts. Janis recently authored the white paper Making Progress: The State of Marketing Analytics in the Twin Cities.

Moderator: Multi Channel Metrics Track

Andy Jenks, CEO, Autonomy Optimost

Andy Jenks Andy Jenks is the CEO of Autonomy Optimost. He is responsible for the vision, strategy, and execution of Autonomy's Meaning Based Marketing and website optimization solutions. Previous to Autonomy Optimost, Andy was the founder and architect of Discovery Mining an electronic discovery company. Prior to Discovery Mining, Andy was in charge of the team at Compete, Inc. that developed the software used to analyze the click stream data of over 2 million internet users. Prior to Compete, Andy worked within the research division at Alexa Internet. At Alexa Andy developed software which was used to aggregate the multi-terabyte web crawl for analytics, search, relationships, and retrieval. Alexa was subsequently acquired by where he continued to contribute to Amazon’s recommendation engine. Andy has a BS in Economics with an emphasis on Econometrics from the University of Utah.

Sponsor Presentation 2: Exploiting Emerging Business Opportunities with Meaning Based Marketing

Chris Johannessen, Product Manager, Analytics Solutions, NBCU MediaWorks

Chris Johannessen Since 2007, Chris has led a global metrics technology team responsible for the technical support of digital analytics across NBC Universal. Prior to joining NBCU, Chris was e-Market Research Manager for Penske Truck Leasing, where he earned several awards from Penske and General Electric and oversaw web analytics as part of his broader role as an Internet marketing and technology strategist.

Over the course of his 11-year career with GE, Chris has been the recipient of 3 GE awards for SEO and Internet Marketing, Innovation, and Knowledge Management, and has filed several US Patent applications (he co-holds one US Patent, and co-invented NBCU's patent-pending Mobile Visitor Counting Methodology).

In addition to his work with GE, Chris serves as an informal advisor to two Wharton School research centers, co-founded an NYC area web analytics user group and recently became an advisor to a regional Pennsylvania State University campus. He has spoken at the Wharton School, Penn State, and at various industry events. He holds an MBA from Penn State.

Keynote 3: Chasing the Edge of Digital Metrics at NBC Universal

Phil Kemelor, VP Strategic Analytics, Semphonic

Phil Kemelor Phil is Vice President, Strategic Analytics for Semphonic, a vendor neutral web analytics consulting firm, and leads the company's government and non-profit practice. He also serves as the lead analyst for The CMS Watch Web Analytics Report, an annual evaluation of web analytics software vendors.

Phil has over 13 years of experience in web analytics having started using web site measurement and testing practices as the web manager for US Pharmacopeia in 1996. He subsequently developed one of the first web analytics program offices in the world at Bell Atlantic (currently Verizon. At NetGenesis, a first-generation web analytics software company, Phil co-founded the professional services group and served as Principal Consultant, developing many best practices that continue to be used in the field.

A former journalist, marketing and communications manager, Phil is the author of The Executive's Guide to Web Site Measurement and Testing, provides commentary on the web analytics vendor marketplace on the CMSWatch Web Analytics Trends blog, and discusses web analytics organization and process issues on the Semphonic Web Analytics Management blog.

Gov., Non-Profit & Assoc. 1: Tapping the Potential of Web Analytics for Public Sector and Non-Profit Sites – The Search for ROI, a WAA Report

Justin Kistner, Sr. Manager for Social Media Marketing, Webtrends

Justin Kistner Justin Kistner is the Sr. Manager for Social Media Marketing at Webtrends. In this role he is responsible for the corporate social media program, social media marketing support on campaigns, research and development, and subject matter expertise. Prior to joining Webtrends, Justin was a New Media Strategist at Voce Communications. During his time there, he developed social media PR strategies for Intel, BEA, Socialtext, and more. In 2007, he contracted with Jive Software to establish their social media marketing program. He owned a web development company from 2001 to 2006 before being recruited by Nemo Design where he worked on their Nike and HP accounts.

An involved member of Portland, Justin has served on the boards for Legion of Tech and Artists for the Arts. He is also the founder of Beer and Blog, an organization which has grown into 16 chapters stretching from Portland to Tokyo.

Justin holds a degree in Advertising from the University of Oregon. He and his wife Christine live in Mulnomah Village with their 2 dogs. His online activity is aggregated at

eMetrics Lab D: Resource Planning for a Social Media Program - Staffing, Infrastructure, and Business Processes

Ned Kumar, Senior Strategic Marketing Fellow, FedEx Services

Ned Kumar Ned Kumar is Senior Strategic Marketing Fellow of FedEx Services. With over fifteen years of experience in customer analytics, Kumar has expertise in both online and offline channels. He currently serves as a corporate advisor in multi/ cross-channel analytics with emphasis on segmentation, retention, customer-value modeling and database marketing. Throughout his career Kumar has played a leadership role in designing data-driven customer strategies that create an exceptional customer experience and establish a competitive advantage while improving productivity.

Kumar is a member of the Web Analytics Association Standards and Research Committees and an Online Tutor for the University of British Columbia's Award of Achievement in Web Analytics Program. In his previous job as an Asst.Professor of Marketing & Management, Kumar taught senior level courses in Strategy, Quantitative Analysis, and Decision Support and has numerous conference and journal publications to his credit.

Multi Channel 1: Tips & Techniques to Mining Multi-Channel Data

Theresa Kushner, Director, Integrated Customer Intelligence, Cisco Systems

Theresa Kushner Ms. Kushner joined Cisco Systems 2006 to create, for the world's leading internet company, a department that understands and manages customer intelligence for marketing. At Cisco, she directs a team of analytics strategists and specialists whose main job is to increase Cisco's market share by applying the insights gathered from customer data.

Ms. Kushner joined Cisco from IBM where she was the Director of Program Management and the Director of Market Data & Analytics within Corporate Marketing. Prior to assuming those roles, Ms. Kushner was the Director of Marketing for IBM's Small and Medium Business in Europe. For two years, she led a team of marketing professionals across western and central Europe, Middle East and Africa, acting as the market management lead for this customer set. Before going abroad, Ms. Kushner was the Director of Demand Generation for the WW SMB organization.

Before joining IBM, she was a marketing leader in the software field working at Unify Corporation (Sacramento, CA) and Texas Instruments (Dallas, TX). Previously, she owned her own database marketing company in Dallas specializing in marketing support for small, service-oriented businesses.

Ms. Kushner is the co-author of the recently published "Managing Your Business Data from Chaos to Confidence." She is a graduate of the University of North Texas where she received a Master of Arts in Journalism.

Keynote 2: Leveraging Customer Data for the Customer Instead of About the Customer

Alex Langshur, President and Cofounder, PublicInsite

Alex Langshur Alex manages PublicInsite, a web analytics / site optimization consulting firm dedicated to helping clients realize the full potential and value of their online channel. He has worked with and led web analytics and online performance measurement initiatives for clients in the public, private, non-profit and education sectors. Alex is the Treasurer of the Web Analytics Association and co-Chair of their Public Sector Committee. He has been a speaker at many conferences and teaches web analytics courses for WAA Base Camp and Web Manager University.

eMetrics Clinic 2: Optimizing the Non-Ecommerce Website

Moderator: Government, Non-Profit & Association Track

John Lovett, Senior Analyst, Forrester Research

John Lovett John serves Customer Intelligence professionals. He is a leading expert on Web analytics, multivariable testing, and Web site optimization technologies. His research focuses on applying marketing intelligence garnered from user behavior and clickstream activity to deliver highly relevant and engaging online experiences.

John came to Forrester through its acquisition of JupiterResearch. He has more than a decade of experience in Internet marketing and Web technology research. He is an active member of the Web Analytics Association and currently serves on the research subcommittee.

Keynote Panel: Marketing Metrics Maturity

Gautam Madiman, Senior Manager, head of Dell's Global Consumer Analytics & Optimization team

Gautam Madiman Gautam Madiman is the Senior Manager, head of Dell's Global Consumer Analytics & Optimization team. He is responsible for all aspects of web analytics and optimization efforts in Dell's Global Consumer Online business unit including testing and targeting, behavior targeting, analytics & reporting. He is also responsible for working with multiple other segments within Dell and helping drive technology needs, investments and vendor relationships. He has been with Dell for over seven years and has been in multiple leadership positions in Business Planning, CRM and most recently in Online Analytics and Optimization. Prior to Dell, he was a Senior Planning Analyst at Intel Corporation. Gautam has BS from Purdue University and a MBA from University of Michigan, Stephen M Ross School of Business.

Marketing Management 1: Leveraging Analytics Globally as a Key Strategic Business Driver at Dell

Neil Mason, Director of Analytical Consulting, Foviance

Neil Mason, Director of Analytical Consulting, Foviance Neil joined Foviance as part of an acquisition of Applied Insights whom he was director and co-founder. With 25 years of in-depth industry experience in marketing analytics and strategy, Neil leads Foviance's analytical consulting practice. This delivers an enhanced digital marketing analytics capability to both Foviance's and Applied Insights existing and future clients.

Neil is one of the world's leading analytics guru's and he has a big reputation. He holds an MBA from Kingston Business School, a Diploma in Business and Economic Forecasting and currently serves on the Board of Directors of the Web Analytics Association, the global industry body for digital analytics professionals.

Data Delving 3: Tell Me Something I Don't Know: Data Discovery

Darren Mauro, Director, User Experience Delivery, NPR Digital Media

Darren Mauro Darren Mauro is Director of User Experience Delivery at NPR Digital Media where he has led the team responsible for visual & interaction design, usability, web analytics, and project management since 2006. In this role, Darren's goal is to discover insights about user behavior that can enhance NPR's service to users online and sustain NPR's mission to "create a more informed public."

Prior to joining NPR, Darren was Director of Development at Boston-based interactive agency BigBad, where he created digital solutions for a variety of commercial and non-profit clients including the John F. Kennedy Presidential Library and Museum, MIT, Harvard Business School, Saucony, New England Biolabs, Legal Sea Foods, Copyright Clearance Center, and the Massachusetts Cultural Council. Darren holds a degree in Computer Science from Carnegie Mellon University.

Emergent Metrics 2: Audio & Video Metrics from Three Sides

Jessica Mays, Web and New Media Manager, Booz Allen Hamilton

Jessica Mays Jessica Mays has been developing, managing, and analyzing web sites, emails, online marketing campaigns for over 10 years. Currently the Web and New Media Manager for Booz Allen Hamilton, she manages and provides advice and counsel to teams on best practices in web marketing.

While Senior Interactive Marketing Manager at Vovici (formerly WebSurveyor) she was responsible for company web sites, branding, search engine optimization, pay per click campaigns, and web analytics.

Starting her career as a web designer at the John F. Kennedy Center for the Performing Arts and Fishbowl, Inc., she developed various websites and online marketing campaigns. As Senior Designer at Fishbowl she worked with over 60 clients and their brands to developing single-blast and extended lifecycle email campaigns and in-store tie-ins.

Business to Business 3: Creating a Positive Gestalt in a New Media World

Aleecia M. McDonald, PhD candidate, Engineering & Public Policy at Carnegie Mellon University

Aleecia M. McDonald Aleecia M. McDonald is a PhD candidate in Engineering & Public Policy at Carnegie Mellon University, where she is a member of the Cylab Usable Privacy and Security (CUPS) research laboratory. Her interests span the intersection of Internet technology, policy, economics, and law. Ms. McDonald's research includes the efficacy of industry self regulation, behavioral economics and mental models of privacy, network traffic analysis to combat spyware, automotive privacy, and RFID technology. In addition to a decade of experience working for software startups, Ms. McDonald holds an MS in Public Policy and Management, and a BA in Professional Writing, both from Carnegie Mellon. Her findings have been featured in media outlets such as the Washington Post, Ars Technica, Free Press' Media Minute, and have contributed to testimony before the Federal Trade Commission.

Emergent Metrics 4: The Great Cookie Debate (or) Your Personally Identifiable Information or Your Life!

John McKean, Executive Director, Center for Information Based Competition

John McKean John McKean is the Executive Director of the Center for Information Based Competition, which provides thought-leadership to help businesses advance to a mastery level of customer information and interactions ranging from human-to-human to social network/mobile conversations - both as rational consumers and high-order intuitive people. He is frequently called on by the world's leading businesses to inspire new levels of customer awareness and effectiveness through fact-based insights and a passion for customer excellence. John McKean's real world customer work is balanced with the academic rigors of guest lecturing at MIT Sloan Graduate School and postgraduate work at Harvard University.

Emergent Metrics 4: The Great Cookie Debate (or) Your Personally Identifiable Information or Your Life!

Joe Megibow, VP, Global Analytics and Optimization, Expedia

Joe Megibow, VP, Global Analytics and Optimization, ExpediaJoe Megibow is currently the VP, Global Analytics and Optimization at Expedia, the world's leading online travel provider. helps millions of travelers per month easily plan and book travel. Expedia (1-800-EXPEDIA) aims to provide personalized service, the latest technology and the widest selection of vacation packages, flights, hotels, rental cars, cruises and in-destination activities, attractions, and services. Expedia is an operating company of Expedia, Inc. (Nasdaq: EXPE).

In his role, Joe deploys leading edge site conversion measurement and site optimization techniques, and oversees marketing, site, and customer analytics for all worldwide points of sale. He joined the Expedia, Inc. family in 2006, heading up Online Marketing and Customer Experience for Prior to, he worked for seven years as a charter employee of Tealeaf Technology where he held a variety of leadership roles.

Prior to 2000, Joe held management positions at Ernst & Young Management Consulting, where he launched the Java Services practice, E&Y's first ecommerce practice; and engineering positions at EDS in their Advanced Technology Group. Joe earned a bachelor's degree in electrical engineering from Cornell University and an MBA from the University of Chicago.

Marketing Management 3: Managing the Metrics at Expedia

David Millrod, Managing Partner, Technology Leaders

David Millrod, Managing Partner, Technology LeadersDavid began his career in 1985 in Morgan Stanley's IT organization focusing on network management and reporting. As a Partner at USWeb/MarchFIRST, he was responsible for the technology teams on large scale web site development projects. In 2002 he co-founded Technology Leaders, a leading web analytics consulting firm. As a Managing Partner, he leads our consulting practice. He has personally participated in over one hundred web analytics implementations, in some of the the world's most challenging enterprise-level environments. In 2002, the New York Times and BBC Radio featured David's patented telecommunications invention. More recently David invented Technology Leaders' "Dynamic Alert" product, which finds the "news" in the torrent of metrics we all face every day.

Sponsor Presentation 3: Breaking Down Silos: Correlating Visitor Behavior with Site Response Time

Javaun Moradi, Product Manager, Search, NPR Digital Media

Javaun Moradi Javaun oversees paid, natural, and site search programs for NPR Digital Media. His primary role is to increase traffic and visibility to NPR's digital content; he has also assisted public broadcast partners in developing and measuring online campaigns and niche content verticals.

Javaun has over a decade of experience in interactive development, marketing, and analytics at companies such as IBM,, and WebMD. Before joining NPR, Javaun managed web marketing and analytics for Beazer Homes, combining online and offline campaign data to measure marketing effectiveness nationwide.

Javaun is a graduate of the University of Michigan, Ann Arbor. He is an avid cyclist and mountain biker and recently became a father.

Gov., Non-Profit & Assoc. 1: Tapping the Potential of Web Analytics for Public Sector and Non-Profit Sites – The Search for ROI, a WAA Report

Dan Oing, Data Warehouse Project Manager, PayPal

Dan Oing Dan Oing has been with PayPal, a wholly owned subsidiary of eBay, Inc., for nearly 10 years, starting in the Customer Service organization and later joining the data warehousing team when it consisted of only 3 members. That team is now referred to as PayPal’s Information Management & Delivery (IMD) team, and consists of over 140 members providing critical information for business decision support to PayPal’s global workforce. Dan has witnessed the evolution of the enterprise data warehouse at PayPal from its beginnings as a simple copy of a single core PayPal site database to its current incarnation hosting data from virtually all business units within PayPal.

As a member of the team almost since its inception, Dan has been involved in integrating all of PayPal’s business process with dependencies on the data warehouse platform. Dan is currently leading PayPal’s Enterprise Data Management Program, creating a new semantic layer in the data warehouse geared towards providing easier answers to questions that would otherwise require data from multiple business units & their respective data marts within the data warehouse.

Ecommerce 1: The Business Value of Web 2.0 Data in an Enterprise Data Warehouse

René Dechamps Otamendi, CEO, NextStage Analytics

René Dechamps OtamendiRené Dechamps Otamendi is CEO of NextStage Analytics, a company specialized in creating, developing and commercializing products emanating from the NextStage consortium. NextStage Analytics’ mission is to bring science into the marketing field in order to assure accountability, making it a less obscure art by defining which 50% of the marketing spends are rendering true return on investment. NextStage’s patented technology is based upon over 120 disciplines ranging from Neuroscience to Anthropology, Linguistics & Mathematics. NextStage Analytics’ tools provide a unique qualitative perspective upon collected web data through reports and suggestions.

In 2008, prior to joining the NextStage, Dechamps Otamendi successfully sold his first company, OX2, to the international full-service Interactive Agency LBi/IconNicholson (LBi Group). OX2, an Interactive Agency specialized in Web Analytics services, was founded in 2003 and it’s level of expertise was recognized internationally by research firms such as Forrester. OX2 was considered by the industry as one of the European leaders in the field of Web Analytics, Web Performance and Online Optimization, successfully linking content management, emailing and CRM tools to data gathered through the online channel. OX2 has now been integrated into Europe's #1 Independent Interactive Agencies' Group, LBi.

Dechamps Otamendi holds the Globalization Chair of the Web Analytics Association taking leadership upon it’s expansion and international representation, assuring the global approach of the association.

Addicted to the Internet since he got his first home Internet connection back in 1995, René has a real passion for the Internet Industry and has worked for the “agency side” since 2001. Besides his initial education in political sciences, his international background and language skills allows him to bring to the table a true globalized perspective.

He has also been a member of the advisory council of the eMetrics Marketing Optimization summits for the past 3 years.

Sponsor Presentation 8: Does Your Audience Wear a Tie, a Blouse or Knickers?

Laura Patterson, Author, Co-founder and President of VisionEdge Marketing

Laura Patterson Laura Patterson's marketing and sales career spans nearly 30 years having worked for both large public companies such as State Farm and Motorola and as well as start ups. In 1999 she co-founded VisionEdge Marketing, a data-driven metrics based strategic and product marketing company that specializes in improving marketing performance and helping organizations create a competitive advantage designed to attract, secure and retain profitable customers.

Author of dozens of published marketing and branding articles and the books Gone Fishin' and Measure What Matters and the recently published Metrics in Action: Creating Performance-Driven Organizations, Laura has served on several non-profit boards, provided programming for professional organizations such as the ANA and BMA and has served as a guest lecturer at various universities, including the University of Texas at Austin, Purdue University, Tuck's Business School at Dartmouth College, and Stanford University.

She serves on the Advisory Board for the CMO Council's Marketing Supply Chain Institute and the Advisory Council for the World Brand Congress. Laura earned her B.A from Truman State University and her Master's at the University of South Florida.

Keynote Panel: Marketing Metrics Maturity

Bob Page, Sr. Director, Yahoo! Analytics

Bob Page, Sr. Director, Yahoo! Analytical ProductsBob has been active in web analytics since 1996, when he was co- founder and CTO of Accrue Software, a provider of large-scale analytics solutions and part of the "pioneer wave" of web analytics technologies. Bob now leads analytics engineering at Yahoo!, overseeing a portfolio of products that includes Yahoo! Web Analytics. Previously at Yahoo!, he led the internal Analytics Products group, including business intelligence, web analytics, experimentation, advanced metrics and analyst tools. Bob also created and led the engineering services and technical operations teams within Yahoo!'s central data group. He was the driving force behind Yahoo!'s founding corporate membership of the Web Analytics Association, and is a frequent speaker at industry events. Bob has several patents pending based on his work at Yahoo!

Emergent Metrics 4: The Great Cookie Debate (or) Your Personally Identifiable Information or Your Life!

John Peebles, Vice President, Online Marketing, Avis Budget Group

John Peebles John was named to this position in December 2002 at one of the world's largest car rental companies and oversees the, and web sites, as well as relationships with GDS partners. Previously, John was vice president, client services for LockStream, a digital rights management software firm. He has also worked for US Interactive where he devised Internet strategy and websites for RCA, Network Solutions and the U.S. Senate. John is a graduate of the University of Virginia and was a Peace Corps volunteer in Togo, West Africa.

Ecommerce 2: 20,000 Home Pages - Multivariate Testing is Not Just for Landing Pages Anymore

Eric T. Peterson, CEO and Principal Consultant, Web Analytics Demystified

Eric T. PetersonEric has worked in web analytics since the late 1990's in a variety of roles including practitioner, consultant, and analyst for several market-leading companies. He is the author of three best-selling books on the subject, Web Analytics Demystified, Web Site Measurement Hacks, and The Big Book of Key Performance Indicators, as well as one of the most popular web analytics bloggers at

eMetrics Clinic 1: The Business of "Doing" Digital Analytics Clinic

Ann Poritzky, Web Analytics Specialist, Online Services Branch (OLIB), National Institutes (NIH)

Ann Poritzky Ann Poritzky is a Web Analytics Specialist in the Online Services Branch (OLIB) at National Institutes (NIH) of Health in Bethesda, Maryland. Ann manages evaluation activities for the Web site. She works with the American Customer Satisfaction Index (ACSI) survey, Web Trends, and Google search results. She initiates, plans, and supports others at NIH to implement Web and online communications-related studies.

Ann also leads the trans-NIH Web Metrics Group and organizes a speaker series on Web Analytics for the group. She promotes information exchange among NIH Web teams about Web site evaluation, technologies, challenges, and success stories.

Ann serves as chair of the Web Analytics Association's (WAA) Public Sector Special Interest Group (PS SIG). Ann managed the WAA-funded research project and co-presented a webcast on the Tapping the Potential of Web Analytics for the Public Sector and Non-Profit Sites survey. She is also a co-founder of the Web Analytics DC networking group.

Gov., Non-Profit & Assoc. 1: Tapping the Potential of Web Analytics for Public Sector and Non-Profit Sites - The Search for ROI, a WAA Report

Satyam Priyadarshy, Vice President for Analytics and Chief Knowledge Officer, Network Solutions

Satyam Priyadarshy Satyam leads Network Solutions' in providing competitive intelligence and maximizing the return on investment in knowledge and improving innovation. His expertise is in creating and making sense of data for product improvement, enhancing consumer experience, and maximizing revenue generation. Previously Satyam held various positions at AOL, LLC a unit of Time Warner, as well as multiple scientific positions at Rutgers, University of Pittsburgh, and University of Sydney. Satyam is an author of over 30 research papers and articles and his research work has been profiled in magazines like The Scientist, Chemical and Engineering News among others.

Satyam received a Ph.D. from Indian Institute of Technology (IIT) Bombay (now Mumbai) and completed his Masters of Business Administration from the Pamplin School of Business, Virginia Tech. He is also an adjunct Professor at the School of Management, George Mason University, and serves on the board of India International School, a non-profit organization engaged in enhancing the ancient cultural values of India.

Marketing Management 2: Marketing Accountability - Merging Metrics for Business

Russ Rueden, Kohler Company

At the Kohler Company, Russ Rueden not only integrates survey research with web behavioral data, but has made this integration a cornerstone of their approach to analytics and reporting.

From the Customer Side 2: Integrating What Kohler Customers Say and What They Do

Slava Sambu, E-mail Marketing and Web Analytics Manager, Vance Publishing

Slava Sambu Slava specializes in e-mail deliverability, authentication and maintenance of more than 100 e-mail newsletters. He also has a deep knowledge of Web analytics and provides actionable insights and analysis for more than 60 Web sites. Slava has certifications in Google Analytics, Yahoo Search Marketing and Google Adwords.

Prior to joining Vance, Slava worked at OpenVision, a Search Engine Marketing agency, where he focused on optimizing Search Engine Optimization campaigns as well as oversaw and managed multiple Pay-Per-Click accounts with multimillion-dollar budgets. Slava has a Bachelors of Arts and Master of Business Administration with a specialization in e-Commerce from Maharishi University of Management.

Search Analytics 2: Measuring Search in a Non-Ecommerce Environment

Rochelle Sanchirico, Senior Director of Acquisition Marketing, Washington Post Digital

Rochelle Sanchirico Rochelle Sanchirico is the Senior Director of Acquisition Marketing for Washington Post Digital, leading the team that is responsible for driving traffic to and its products. These activities include paid and organic search, online display, print, social media, e-mail and grassroots marketing.

Prior to her current role, Rochelle was the Executive Director of Marketing Strategy for Kaplan Higher Education, another Washington Post Company subsidiary, where she lead market research, new product development, and business development efforts. Prior to several roles within Kaplan's organization, Rochelle worked in international rights for book publishers such as Random House and Penguin. Rochelle has a BS in Geology and English from The University of Michigan and an MBA from Duke University's Fuqua School of Business.

eMetrics Lab B: Optimizing Content through Search - A Case Study in Prioritization

Sibel Satiroglu, Online Insights, Hewlett Packard

With over ten years experience at HP, Sibel manages online insights for HP's Imaging and Printing WW campaigns and digital assets. Sibel's interest include action based metrics that inform media planning, site optimization and ROI. Sibel holds an undergraduate degree in French and Finance and an M.B.A from Colorado State University.

Search Analytics 3: Online Metrics & Search Insights from HP

Lizzie Schreier, Senior Internet Marketing Manager, Allstate Insurance

Lizzie Schreier Lizzie is responsible for the strategic direction of the consumer facing web properties and online engagement including web content management, SEO, social media and Multi-Variate testing in Allstate's Direct Marketing group.  A creative problem solver and passionate thinker, Lizzie has over 11 years experience in the digital space across various industries including: Insurance, Financial, Healthcare, Retail, Hospitality and Telecommunications. Prior to joining Allstate, Lizzie managed the marketing communications and product development group at  Lizzie's first taste of the digital world came at her years at InterCall where she designed and implemented the company's first web conferencing platform.

Keynote 4: Business Optimization - A Study in Change Management

Shubhra Srivastava, Head of Measurement Team, Services Unit, Nokia

Shubhra Srivastava Shubhra's team is responsible for creating and maintaining standards and definitions of metrics and KPIs within the Services Organization. In addition to determining ‘what' to measure and ‘how' to measure, the Measurement team collects data from varied sources such as web and mobile behavior and back end transactional systems, then integrates these to develop a holistic picture of consumers' interaction with Nokia. Shubhra's team is also actively involved in developing new measurement techniques for mobile and client tracking, internally at Nokia and with leading vendors.

Prior to Nokia, Shubhra spent over 8 years with Intercontinental Hotels as the Customer Insights Manager. She was responsible for multivariate testing for site optimization and conversion maximization, developing methodologies for data integration of on and off line data and utilizing this data to get a full understanding of user behavior from browsing to buying patterns. In addition, Shubhra developed predictive models for trigger email programs and site personalization, based on past behavior of site visitors.

Prior to Intercontinental Hotels, Shubhra worked at Acxiom Corporation and at Federal Express in a variety of statistical analysis and forecasting roles.

Shubhra holds a Masters degree in Applied Economics and has served on the Board of Directors for the Web Analytics Association.

Marketing Management 4: Data Driven Organization Panel

Erica St. Angel, Vice President of Marketing, Sonic Foundry

Erica St. Angel Erica oversees branding, lead gen, PR/AR and social media programs to earn mindshare and drive company growth for Sonic Foundry, the leading provider of webcasting and lecture capture. Her background blends 15 years of corporate, public information and political campaigns, with emphasis on measuring outcomes and building community.

Business to Business 4: Small B2B Team? Measure Big

Robin Steffek, V.P. Interactive Marketing, RedEngine Digital

Robin Steffek Robin has been involved in web analytics and digital marketing for the past 10 years. She joined RedEngine Digital (formerly RedBoots Consulting) in June 2005. As Vice President of Interactive Technology at RedEngine Digital, Robin's role is to lead strategic and tactical implementation efforts associated with web analytics solutions, search marketing technologies, multivariate testing and other online campaign tracking and optimization technologies for non-profit and business clients. Robin is a member of the Web Analytics Association and works with the WAA Research Committee on various projects. Prior to joining RedEngine Digital, Robin, a biochemist by training, was the web analytics/marketing manager for the American Chemical Society and a Web marketing manager for SciQuest, an e-commerce services company for the scientific research industry.

Gov., Non-Profit & Assoc. 2: Non-Profit Gets Down to Business

Kimberly Stegner, Team Lead, Global Web Analytics

Kimberly StegnerKimberly leads a global team of IBM Web Analysts and manages a service that supports IBM’s internal organizations. Her team measures and analyzes the affects of changes made to through key activities, projects and initiatives. The team’s goal is to advise clients on ways to improve the value and relative success of their efforts, and to enable them to make more informed business decisions. Under her leadership, the team and the service have seen considerable success and growth.

With a passion for the Web and an understanding of supporting technologies, Kimberly joined the organization in 2004 as the Program Manager for a fledgling Web customer satisfaction program. In this role, she led the effort to determine appropriate methodologies and implementation plans for 2 strategic surveys, and created a management system to drive changes to the Web experience based on customer feedback.

Kimberly received her 1st Patent award in 2007. She graduated with Honors from Niagara University with a Bachelor of Arts degree in Foreign Language.

Business to Business 1: Measuring and Managing Analytics Globally: A Look Inside IBM's Global Web Analytics Practices

Jim Sterne, Founder, eMetrics Marketing Optimization Summit and President, Target Marketing

Jim Sterne Jim is an international speaker on electronic marketing and customer interaction. A consultant to Fortune 500 companies and entrepreneurs, he focuses his twenty five years in sales and marketing on measuring the value of the Internet as a medium for creating and strengthening customer relationships. Jim has written six books on Internet advertising, marketing and customer service including, "Web Metrics; Proven Methods for Measuring Web Site Success." He is the Founding President and current Chairman of the Web Analytics Association and is very pleased you could make it to the eMetrics Marketing Optimization Summit.

Keynote 1: Translating Web Intelligence into Business Value

Paul Terry, Senior Web Analyst, Primedia, Inc.

Paul Terry Paul Terry is a Senior Web Analyst at Primedia, Inc., the parent company of Consumer Source Inc., a national publisher and distributor of free print and online consumer guides for the apartment and home industries. There he focuses on multivariate testing -- the ultimate tool for usability analytics -- for several sites, including and During his tenure, his team has nearly doubled lead conversions. Paul joined Primedia in 2001, and has worked as a software architect, project manager, and web analyst. For the past 25 years, Paul has been a software developer for several Fortune 500 companies; his work at NCR's Human Interface Technology Center introduced him to the world of usability. Paul holds a bachelor of science degree in Computer Science from the University of Kentucky.

Data Delving 1: How to Use Multivariate Testing to Discover What Works (and What Doesn't!)

Jennifer Veesenmeyer, VP of Analytics, Stratigent

Jennifer VeesenmeyerJennifer is a Senior Web Analytics Consultant at Stratigent, where she specializes in assisting enterprise-level organizations overcome the communication challenges of web analytics, such as gaining executive buy-in, building consensus and facilitating cultural change. She is highly regarded as an industry thought leader and is frequently asked to conduct educational presentations on the topic of meaningful reports. Not to mention one of the top rated speakers in seven years of eMetrics Summits.

Workshop - Pimp Your Reports

Mark D. Walker, Customer Acquisitions, Reliant Energy

Mark D. Walker is responsible for providing strategic direction and execution of all customer acquisitions through the online channel for Reliant Energy. Mr. Walker brings over 10 years of interactive online marketing experience ranging from Fortune 500 organizations, educational institutions and one of the leading consulting and advisory firms worldwide. His experience and expertise involves strategic planning, management and execution of interactive campaigns while building and maintaining an online customer base. Within the interactive industry, Mark sits on the advisory board of competitive intelligence firm, Hitwise and his work has been showcased in Jupiter Research. In addition, he was recently awarded Best Use of Local Search for 2009 at Search Engine Strategies Conference.

Mark holds a BA in Economics from The University of Texas and sits on the Board of Directors of the University of Texas Alumni Association.

Multi Channel 2: Shifting Ad Dollars - an Attribution Model Case Study

Caleb Whitmore, Principal Consultant & CEO, Analytics Pros

Caleb Whitmore, Principal Consultant & CEO, Analytic ProsCaleb has been a fixture in the online marketing, web analytics and search engine optimization field for a decade, providing tailored, actionable solutions to clients in many verticals including consumer retail and services, performing arts, entertainment, health care, business-to-business, higher education and real estate. He has founded multiple companies in addition to building the in-house Search & Analytics team at POP, a global interactive agency. As a leading Google Analytics Authorized Consultant, Caleb is sought after for numerous training engagements nationwide, and is regularly called to solve the industry's most perplexing challenges by architecting innovative custom analytics implementations. His consulting company, Analytics Pros, provides individuals, agencies, development firms and enterprise clients with best-in-class web analytics strategy, implementation and analysis, as well as comprehensive training opportunities and resources. Caleb lives in Seattle's Ballard neighborhood with his wife and 1-year-old daughter.

Workshop: Google Analytics Training

Breanna Wigle, eCRM Marketing Manager, Military Advantage

Breanna Wigle Breanna Wigle's work at Military Advantage focuses on internal metrics, audience segmentation, marketing optimization and customer satisfaction mining. She's been instrumental in linking database information and web analytics to financial performance, pushing to understand the relationship between lifetime customer value and company success.

Emergent Metrics 2: Audio & Video Metrics from Three Sides

Ed Wu, Senior Marketing Analyst, Dell

Ed Wu Ed is currently senior marketing analyst at Dell. He is responsible for driving strategic analytics initiatives, evangelizing, championing web analytics and sharing best practice across Dell's global consumer online business. His prior experience includes marketing strategy, business intelligence, competitive pricing, strategic consulting and sales management.

Ed is passionate about web analytics. In his blog, he likes to share his experience and insights on how to turn data into action and action into value. He is currently serving as the Board of Directors for the Web Analytics Association, helping WAA to achieve its vision - "The leading authority of excellence in digital marketing measurement."

Ed graduated from Michigan Business School in 2004 with focus on marketing and general management. Outside work, he is active in the faith community and enjoys reading, writing or just spending time with family.

Marketing Management 1: Leveraging Analytics Globally as a Key Strategic Business Driver at Dell

Expo Hall Hours
Tue. 8.00am - 7.30pm
Wed. 8.00am- 3.30pm


Digital Analytics Association
WAA Base Camp™ Workshops
Toronto, April 23-24, 2012
Chicago, June 24-27, 2012



Foresee Results Omniture


Autonomy Optimost Google Analytics


Technology Leaders iPerceptions Unica NextStage Analytics


Coremetrics OpinionLab


Tealeaf Stratigent Hitwise SiteSpect UBC UC Irvine Extension

Newcomers Pavillion

Observe Point Quantivo Atomiclabs SeeWhy

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