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Emetrics Summit: London UK 2007

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Agenda (Overview)

Thursday, 29 March

8:00 - 9:00 Registration & Breakfast

9:00 - 10:00

Session 1 - Keynote
Website Measurement Ecosystem

Jim Sterne, Target Marketing

How do I measure thee? Let me count the ways.
I measure thee to the depth and breadth and height
My data can reach, when I'm feeling out of touch
With the value proposition of my web investment

Think measuring the success of your website is a matter of knowing how many people showed up and what they looked at? This would be a good time for an eye-opener.

From hits to clicks and pageviews to revenues and attitudes, there are myriad ways to take the measure of a website. Jim Sterne identifies what can be measured, in order to help you determine what should be measured.

10:00 - 10:30

WebTrends Platinum Presentation

WebTrends is the leader in enterprise-class web analytics and marketing performance management solutions for marketing professionals worldwide.

10:30 - 11:00 Break & Exhibition

11:00 - 11:50

Session 2 - Keynote
Optimization in Action: Real-Time On-Site Targeting at Lloyds TSB

Matthew Banks, Lloyds TSB

Lloyds TSB has been a pioneer in their journey through web analytics into automated, real-time on-site behavioral targeting. Matthew will discuss the issues Lloyds TSB faced before turning to targeting, the reasons targeting was implemented, the considerations in choosing a technology, deciding where to target, how to get creative produced and tested, and integrating targeting results into your web metrics program. Lloyds TSB now delivers the most compelling on-site propositions to each visitor with real-time analysis of their visitor behavior.

12:00 - 12:50 Delegates may choose to attend either session on at this time.

Session 3
Not Just What? But Who and Why?

Neil Mason, Applied Insights

Too much focus can be put on site-centric data from web analytic systems when it comes to measuring online business performance. Often not enough attention is paid to understanding more about the customer. In this session Neil looks at how customer and visitor data can be integrated with site data to give a richer perspective on the performance of the site and how it meets visitor expectations.

Session 4
Managing Multiples: - Brands, Plans, and Platforms at BP

Giles Sutehall, BP

Internal funding for rival Web projects can be complex between numerous brands. BP looks at a blend of metrics to compare and contrast the success of their various properties as well as determine the success of their common serving platform. For sites with no direct sales, content consumption numbers and content affinity mapping help determine the effectiveness of their online marketing. Giles describes which metrics are used for business decisions about BP's many Web sites, which are used to make decisions about the business and how competing requests for web development are prioritized.

12:50 - 2:15

Birds of a Feather Lunch

Dine with your peers by subject-matter. The dining room will be loosely segmented into the following topics with the resulting discussion to be self organized user generated content. Bring a notebook!

2:15 - 3:00

Session 5 - Keynote

Avinash Kaushik, Intuit. Author of Web Analytics: An Hour a Day

An inordinate amount of energy is spent on clickstream analysis on our websites. But what is happening in the ecosystem out there of which you are a part? Are all your graphs that go up and to the right an indicator of success? Avinash will outline the hyper-critical importance of having competitive analysis as a key cornerstone of your web analytics strategy. He will cover the methodologies and tools and provide best practice tips that you can start with right away to get a strategic understanding of your web performance. Learn how to benefit from knowing what your competitors are doing.

3:00 - 3:30 Break / Exhibits

3:30 - 4:30

3Outcomes Roundtable

What do you want from your attendance at the Emetrics Summit? You can now verbalize it, share it, document it and track it. This may be the most important session of the whole summit. We'll provide complete instructions on how to create your outcomes in advance of the conference. More details here. Based on the programs and services offered by 3outcomes.com

4:30 - 5:20 Delegates may choose to attend either session on at this time.

Session 6
Taking the Measure of Online Advertising

Danny Meadows-Klue, Digital Strategy Consulting

Clickthroughs and pageviews provide all the metrics you need - if you're still living in 1995. Today's online advertising looks a lot different. Danny, who heads up the European Interactive Advertising Bureau, will delineate the accountability challenges of measuring modern marketing including social media, user generated advertising, viral marketing, engagement, user initiated over-the-page floating ad units, and much more.

Session 7
Tuning Your Company to the Customer Voice: Being Customer Centric

David Rance, Round

Amazon.com lists over 10,000 books in response to a search on "customer." They all explain why your company needs to focus on customer needs. But they are in short supply of actionable advice on how to achieve a customer-centric business. Your customer management capabilities must align with your mission, your brand and your marketing. David describes why that alignment is critical, what that alignment looks like when it's working, and how it is achieved at a practical level.

5:30 - 7:00 Reception / Exhibits

Friday, 30 March

8:00 - 9:00 Registration & Breakfast

9:00 - 9:45

Session 8 - Keynote
Tweak and Test - Computerized Continuous Improvement

Martin Mcnulty, Skype

The most powerful players on the Internet have figured out how to scale. That means maximum service and minimum requirement for human interaction. Skype has automated the optimization of their landing pages, homepages and download processes in order to increase their worldwide user base and maximize product usage. Martin describes how he and his team segment and target in a multi-session, multi-lingual environment so that Skype can better understand and cater to their wide range of prospects.

9:45 - 10:45

Session 9
Vendor Variety Hour

Our worthy sponsors identify themselves and then the floor is open for Q&A. Previous session questions included, "If you weren't in this business, which tool would you use?" and "Where do you see this industry in five year's time?" and "What makes you unique?"

10:45 - 11:10 Break & Exhibition

11:10 - 12:00 Delegates may choose to attend either session on at this time.

Session 10
More Stories from the Funnel: Comparing B2C and B2B Conversion Journeys

Patricia Gildea, npower ltd.

Last year, npower focused on fine-tuning the residential acquisition journey to increase conversion rates, volume of gross sales and the penultimate measure of success - the "go-live" rate. This year they launched an online acquisition facility for SME customers, and the early results are fascinating. Behaviour, journey choices, attrition rates from step to step and overall success rates are quite different, and the differences speak volumes.

Session 11
Unlocking Customer Value and Insight

Geraldine Tosh, ipoints

Geraldine will provide insight into the metrics and data marketing techniques used by ipoints to gain a bigger picture of internet users. They look beyond clickthroughs and cookies to understand the full picture of customer activity (both what people do, and who they are) at every digital touchpoint. ipoints understands the importance of collecting customer information and how this can be used to implement successful data marketing activity (for acquisition and retention programmes) online, as well as to drive profitable customer relationships. Geraldine will demonstrate how the key to success at ipoints is using this insight from their own two-million-strong database and its retail and research partners, to create tailored, dynamic content & data marketing.

12:10 - 1:00 Delegates may choose to attend either session on at this time.

Session 12
Myriads of Email Metrics

Sam Michel, chinwag

Sam sends out half a million emails a week. OK - not personally, but he manages www.chinwag.com where the online elite discuss the topics of the day in online marketing and technology. Sam knows email inside and out and reveals the many ways to keep track of your email marketing success.

Session 13
Implementing Web Analytics: A Practical Methodology

Vincent Kermorgant, Nokia

Vincent presents a very practical approach on how to deploy an advanced web analytics implementation. Each step of the process is presented in the context while never losing the big picture. This presentation is not tool focused - but about process. Vincent presents this methodology in the spirit of peer review. In his white paper, he says, "Is this methodology the best out there, we do not know. But we do know that this methodology, being site and tool agnostic, scalable, repeatable and validated in practice, brings us consistent results."

1:00 - 2:15

Birds of a Feather Lunch / Exhibits

2:15 - 3:00 Delegates may choose to attend either session on at this time.

Session 14
Taking the Measure of Search

Mike Grehan, Smart Interactive

You're spending more on search marketing and watching the traffic. Are you comparing keywords for conversions? Can you calculate if click fraud may be occurring? Do you know how to balance your budget between paid and organic search optimization? Mike is in constant contact with the search engine engineers - he knows what counts.

Session 15
Stories from the Front: Web Marketing Intelligence

Peter Simpson, Airmiles

Once you've decided to expand your horizons beyond clickthroughs and pageviews, how do you choose a tool to keep track of customer data when the focus is on flexibility? Peter will delve into that process, as well as the installation experience and the business insight that they now derive from its reports.

3:00 - 3:30 Break

3:30 - 4:20 Delegates may choose to attend either session on at this time.

Session 16
Stories from the Front - Good Times, Great Clothes

Dan O'Sullivan, Boden

What to test and how to test are questions that face all web analysts and unfortunately, websites aren't designed for them. Knowing your analytics tool, understanding how your website works and your business requirements are essential before testing can begin. Once you've discovered the measurable KPIs necessary to determine success or failure, a focused testing plan is easy to do and should give you the results you would expect. This approach can also be applied to search strategy in determining keyword success. This is a presentation into more effective testing strategy based on Boden examples.

Session 17
Website Success from the Top

Ian Jindal

You are well aware of the value of web analytics. Now it's time for the insider's look at what's really worth pursuing and what should be avoided. Ian's challenge to clients, readers etc is to start from 'actionable scenarios' when implementing emetrics systems (especially the very challenging, enterprise-scale ones) and how to ensure that the business focuses upon actions and not 'analysis-paralysis'. Ian takes a look at pragmatic considerations for very senior marketers and commercial people, and provides a view of how emetrics is seen, valued, abused and lauded around the board table.

4:30 - 5:20 Delegates may choose to attend either session on at this time.

Session 18
What a Long, Strange Trip It's Been

Russell Gould, MyTravel

Conversion and accountability across multiple online channels (PPC, Affiliate, SEO, Display, Email, Other) is getting more complex. Current tracking systems allocate conversions to the last action and search enjoys the benefit and value of all online marketing activity. How does one of the UK's top travel websites identify KPI's, account for seasonality, incorporate usability, audit third party traffic and optimize the value of their online marketing? Russell will the most important things he's learned measuring how over 15,000 people book travel online with each week.

Session 19
Web Analytics in Retail Financial Services

Miles Bennett, Web Analytics and Management Information Consultant

Miles helps a variety of UK financial services measure the success of their web intelligence, business intelligence and customer intelligence. He'll share his perspective on how analytics is changing the way banks engage with the customers and how they measure the bottom line benefit of online banking in the 21st century.

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