Keynotes

Washington DC, October 3-7, 2010

Monday, October 4 • 9:00am - 9:45am • Keynote 1

Social Media - Time to Rethink Your Marketing Metrics

Jim Sterne, Founder, eMetrics Marketing Optimization Summit

Social media today is where the World Wide Web was in 1995. Everybody was talking about it and best practices were far and few between. We know it's important, valuable and catching on. What we're just starting to learn is how to measure the business results of business investments in this new communication medium. Jim Sterne, founder of the eMetrics Marketing Optimization Summit, current Chairman of the Web Analytics Association and author of "Social Media Metrics" tackles this subject head on and reveals what he's written in his seventh book on using the Internet for marketing. Marketing optimization just got a whole lot more complex. Jim puts it all into perspective.

Monday, October 4 • 1:00pm - 1:50pm • Keynote 2

Managing Marketing Metrics at Expedia

Joe Megibow, VP, Global Analytics and Optimization, Expedia

Joe has hands-on experience with customer experience management. As Director of Field Engineering at TeaLeaf, he helped companies implement visit-specific experience tracking tools. At Hotels.com and now Expedia, Joe is responsible for core ecommerce infrastructure on the site (searching for product, checkout, customer care, pricing services, etc) as well as their iPhone apps, customer experience and customer satisfaction. If you've ever used Hotels.com or Expedia and had a problem, Joe probably knows about it. Joe is back by popular demand and you're sure to enjoy his style of humor while you marvel at his knowledge of customer management, corporate management, analytics and marketing optimization as he reveals how Expedia is using web data for Marketing Return on Investment studies of offline effectiveness.

Tuesday, October 5 • 9:00am - 9:50am • Keynote 3

Managing Marketing Metrics at Salesforce.com

Adam Greco, Director of Web Analytics, Salesforce.com

Web Analytics is great at helping B2B companies see what happens before a visitor becomes a lead. CRM systems are great at knowing what happens before a lead becomes a customer. But if your sales team could connect the dots between these two systems, they would know exactly what visitors have done on the website prior to becoming lead and in order to help them become a customer. Conversely, your Web Analytics tool often cannot see what happens after the lead is submitted so it cannot optimize marketing campaigns. Adam reveals how Salesforce.com integrates their Web Analytics and CRM systems to move marketing analytics from the server room to the Board Room. At Salesforce.com, data is viewed as a strategic part of business initiatives instead of a reporting afterthought. Learn some ways that you can better position yourself (and your team) to be more relevant and vital to your executives.

Tuesday, October 5 • 1:00pm - 2:00pm • Keynote 4

The Big Picture of Marketing Metrics

Pat LaPointe, Managing Partner, MarketingNPV
Michael Dunn, Chairman and CEO, Prophet
Jim Sterne, Target Marketing (Moderator)

Jim Sterne brings two of marketing accountability's marketing metrics mavens on stage to discuss the traditional world of marketing metrics and determine what role web data plays. They'll describe the best tools and models to use first, the leading edge of marketing metrics next and then the lessons learned by those who have been actively creating holistic marketing measurement systems since before HTML was a twinkle in Tim Berners-Lee's eye. Michael runs a brand and marketing management consultancy and has deep expertise in the specialty retail, financial services, high technology, and Internet sectors. Michael is author of the recently released book, The Marketing Accountability Imperative. Pat's company works with CMOs and CFOs to identify the right spending levels and measure the payback on marketing investments. He is the author of Marketing by the Dashboard Light: How to Get More Insight, Foresight, and Accountability from Your Marketing Investments is a pioneering work on the topic of marketing dashboard development. These guys know how to measure marketing.

Tuesday, October 5 • 5:10pm - 6:00pm • Keynote 5

Managing Marketing Metrics at eBay

Bob Page, VP Analytics, eBay

What does it mean and what does it take to become data-driven? Processes, people, tools? A successful analytics program requires more than asking what happened, but also why, and what to do about it. Bob provides a peek inside the world's largest online marketplace for how big data is managed. He delivers some of the insights uncovered, lessons learned, and some thoughts on what lies ahead, both for eBay and the analytics industry.

Wednesday, October 6 • 9:10am - 10:00am • Keynote 6

Managing Marketing Metrics at Dell

Carol Gohl, PMP, Online Analytics and Testing, Program Manager, Dell Inc
Dave Nelson, Global Testing Manager, Consumer and Small Business, Dell
Ed Wu, Head of Online Analytics & Testing, Dell

Dell was famous for being one of the first to sell computers online. Managing a global team of analytics and testing managers to optimize Dell's multi-billion-dollars online business in Consumer and Small Business Division is more than a full time job. Ed shares his perspective on wringing the most profitability out of the online channel and then turns the stage over to Carol and Dave, who have been up to their eyeballs in online testing for years. They explain the concepts and processes that Dell uses to design, execute, and analyze tests to ensure that they answer the original hypothesis and conclude with an actionable outcome. Guidelines to follow and pitfalls to avoid are on the agenda to help you convert test ideas accurate test setups and analyzing results to make the best business decisions.

Wednesday, October 6 • 3:00pm - 3:50pm • Keynote 7

Managing Marketing Metrics at IBM

Margaret Escobar, Manager, Web Analytics, ibm.com
Christine Esannason, Software Group Program Manager, ibm.com
Leslie Reiser, Program Director, Interactive Marketing - GB Marketing & Communications

Margaret leads a global team of IBM Web Analysts and manages a service that supports IBM's internal organizations. Christine is responsible for a complex global management system within the Software Group that collects and compiles marketing metrics into a scorecard that is considered a best practice at IBM. Leslie is responsible for digital marketing including strategy and implementation of 55 client facing web portals worldwide such as http://www.ibm.com/businesscenter dedicated to the needs of midsized businesses and social media marketing targeting the same audience at theinfoboom.com. She relies on the metrics organization as a resource to provide analysis. Together, they describe managing analysts, providing analysis and using that insight at the company dedicated to building a Smarter Planet.