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Emetrics Summit: San Francisco 2007

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Achieve Your Goals

Identify your Desired Outcomes and
share the Secrets of Your Success Roundtable.

Exhibit Hall Hours: Monday 10:30 - 7:30pm, Tuesday 8:00am - 4.00pm

Monday, May 7

8:00 - 9:00 Registration & Breakfast

9:00 - 10:00 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

The Future of Customer Understanding

Tim Kopp, CMO, WebTrends

In the world of online media, it's all about customer engagement. Being able to know how to successfully engage your customers is what separates the innovative marketers from the rest of the pack. And it's one of the reasons why Tim Kopp, former VP of global interactive marketing at Coca-Cola, has joined WebTrends as Chief Marketing Officer. Learn how Tim envisions the future of digital marketing, and find out how a customer-centric measurement approach can help you achieve greater returns on your marketing investments.

10:30 - 11:00 Break & Exhibition

11:00 - 11:50 Choose one of the following four sessions:

Session 1: Monetizing & Prioritizing Opportunities to Move to ACTION

Jason Burby & Shane Atchison, ZAAZ

MarketerAnalystNoviceBusiness Manager

Jason & Shane share examples of monetization models to help overcome the age old analytics problem of a ton of data, but little action. Learn tips and tricks to get people excited about and see the value in the recommendations you uncover on your web site. Hear case studies about how companies have changed the way in which they act on data and prioritize opportunities. Their insights will make a serious difference when you return to your desk and put the process to work.

Session 2: Listening to the Search Box: Search Analytics in a Nutshell

Lou Rosenfeld, Information Architecture for the World Wide Web
Rich Wiggins, Michigan State University Computer Laboratory


Search analytics -- the analysis of a web site's search queries -- is an under-utilized diagnostic tool that can help you:

Lou and Rich, co-authors of Search Analytics: Conversations With Your Customers, will introduce search analytics and provide examples and actionable next steps.

Session 3: How do You Measure ROI if You Don't Sell?

Alex Langshur, PublicInsite

AdvertiserAnalystNoviceDesignerBusiness Manager

Foundations, non-profits, the public sector and academic institutions have all made significant investments in their online communications. But what constitutes success and how do you measure the impact of your web site when sales aren't the goal? And how do you convince management of the need to invest more in the web when measures like ROI don't readily apply? Alex will look at some of the leading innovations for measuring success of non-commerce sites.

11:00 - 11:20 Success Tactics 1: Google Analytics

Brett Crosby, Google

What is Google's strategy in the Web Analytics and Website Optimization industries? Come find out the answers and ask your questions in this session led by Google's Senior Manager, Brett Crosby.

11:25 - 11:45 Success Tactics 2: Are you getting the most profit from your online media spend? Relying on conventional metrics may be holding your profits down.

Pete Affeld, Numeric Analytics

Knowing when to extend, end and start new campaigns across time and publisher sites is imperative to achieving the greatest profit for your online media spend. Conventional online media metrics fall short of providing you the information you need to make the best online marketing decisions. This session discusses how advanced econometric and statistical modeling (no math required!) can overcome the limitations of conventional metrics and help get the highest return for your online media spend.

12:00 - 1:30

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!

1:30 - 2:20 Choose one of the following four sessions:

Session 4: Measuring Customer Experience Quality

Megan Burns, Forrester Research, Inc.

MarketerAnalystDesignerBusiness Manager

Companies place a high priority on improving their customer experience, but struggle to objectively measure the quality of that experience. This session will define what customer experience is and provide a framework for measuring customer experience quality within and across channels. Participants will also learn how data about customer experience quality can be used to drive a continuous customer experience improvement program.

Session 5: So Now You're a Web Analyst

Robbin Steif, Lunametrics


You've just been promoted into a marketing position with responsibility for Web Analytics. Now what? Come learn how to get organizational buy-in to your job, how to set up key performance indicators that map to your company's goals, how to do analysis instead of just reporting, how to segment data so that you can create actionable metrics, how to increase the value of your marketing spend, and how to use your web analytics to drive more and better traffic to your site. In addition to "lessons learned", you'll walk away with a list of resources you can tap in the future to learn more.

Session 6: Measuring by the Mission

Tim Hart, J. Paul Getty Trust

MarketerAdvertiserNoviceBusiness Manager

The J. Paul Getty Trust is a mission-driven organization with clear goals and objectives - none of which are tied to online sales. Yet in this revenue-less environment the web analyst is still presented with the unique challenge of measuring and quantifying the web's contribution in support the Getty's mission. Complicating matters further, the J. Paul Getty Trust is really four different institutes sharing a common name and location, with each institute having different audiences, online objectives and highly customized Web analytics needs. Tim will discuss how his office supports the reporting needs of these clients, what they each do differently and why. He'll also propose an exchange of data that only the non-profit sector can achieve.

1:30 - 1:50 Success Tactics 3: Building Customer-Centric campaigns

Jason Palmer, WebTrends

Interactive advertising creates opportunities to build the voice of your customer into your marketing campaigns - but it also raises the stakes. Learn how you can develop deeper customer insight and perform in-depth segmentation when you provide opportunities for the customer to become the voice of your campaigns. See it in action as we walk through Kettle Foods People's Choice potato chip flavor campaign, and discover how they encouraged customers to join a community, share their views, and even vote to choose new product flavors-- all while building buzz, brand and business.

1:55 - 2:15 Success Tactics 4: Distinguishing Click Fraud from Poorly Performing Ads

John Marshall, ClickTracks

Identifying click fraud and poorly performing ads can both save you money. Distinguishing one from the other takes a combination of automated processes and human skill, but delivers bankable results. Learn how in this session.

2:30 - 3:30

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.

3:30 - 4:00 Break & Exhibition

4:00 - 4:50

Guru Session: The Cult of Web Measurement: How to Use Voodoo, Bloodletting, and Attention to Process to Optimize Your Investment in Web Analytics

Eric Peterson, Web Analytics Demystified

The pace at which companies invest in web analytics technology far outpaces the rate at which these same companies truly benefit from the data said technology is able to provide. Despite the best intentions, most companies still struggle mightily with the business process of web analytics. Research highlights in great detail the relationship between ad hoc analytics and poor ROI, especially after companies successfully clear the low hanging fruit from their websites.

5:00 - 5:50 Choose one of the following four sessions:

Session 7: Web Analytics Expectations and Best Practices

Bill Gassman, Gartner

MarketerAnalystNoviceBusiness Manager

Just buying tools or services is never enough. A successful Web channel performance management program involves lots of technology, dedicated people, and disciplined processes. Why do some organizations succeed while others fail? This presentation explains different stages of maturity, best practices and provide tips on selecting the right tools.

Session 8: Operational Design - Optimizing Your Web Analytic Investment

Cathy Parish, Fry, Inc.

MarketerAnalystNoviceBusiness Manager

Web analytics is more than implementing a reporting tool & hiring a Web analyst. Cathy describes how to maximize your investment in both, by building a framework around the analytic process. Gain insight into:

Cathy will focus on the defining KPI's, identifying internal reporting customers, will provide examples and offer some practical recommendations for reducing friction and streamlining the process.

Session 9: Measuring Public Sector / Non Ecommerce Success

Gwynne Kostin, U.S. Department of Homeland Security
Nathan Huebner, Centers for Disease Control

AdvertiserAnalystNoviceDesignerBusiness Manager

Emergencies require resourcefulness, flexibility, and quick decision-making--throw in some preparation and you really have something! People from all over the world increasingly turn to web sites to get their information about an incident, offer assistance, and find services for themselves and loved ones. Learn how government agencies used both traditional and non-traditional metrics to deliver content during Hurricane Katrina and other incidents, and how those experiences can help you prepare for your next crisis.

5:00 - 5:20 Success Tactics 5: Using Customer Satisfaction Analytics To Influence Site Visitor Behavior

Eric Head, ForeSee Results

Understanding why key segments of site visitors behave the way they do allows you to focus improvements that will boost customer satisfaction and drive desired behavior, both online and offline. Companies such as Best Buy, Intuit, and Sprint use the proven scientific American Customer Satisfaction Index (ACSI) methodology to gauge customer satisfaction and focus improvements where they will drive the greatest return. This session will also discuss the merits of integrating customer satisfaction data with web analytics to yield truly actionable insights that will drive your website objectives.

5:25 - 5:50 Success Tactics 6: The Long Tail Effect in Full View

Young-Soo Lee, CCMedia Group

Traditionally, many Asian cultures take a systematic full view approach in trying to understand the results of the changing world. CCMedia's web analytics reflects this philosophy by offering users a full view of visitor behavior. Complete visitor behavior data is crucial to evaluating the Long Tail Effect, which requires across-the-board analysis of every visitor segment, large or small. Our unique data collection technology takes one simple installation, a more efficient alternative to the tedious task of page tagging. It avoids massive, unorganized data produced by log files. Users are also free from tagging complications that arise when websites or analysis needs change, maintaining data accuracy to make the right business and marketing decisions.

6:00 - 7:30 Reception / Exhibits

Rub elbows with your compatriots and bend elbows with your peers. A chance to compare notes, ask vendors questions you just learned to ask and don't forget to relax a little.

Tuesday, May 8th, 2007

8:00 - 9:00 Registration & Breakfast

9:00 - 10:00 Keynote

Keynote 2: Data At The Edge: Optimizing Customer Information
Tuesday, May 8th, 2007

Seth Romanow, Customer Intelligence Analytics, Microsoft

Seth uncovers how to use customer profiles and anonymous customer information to create targeted web experiences...real time. Delivering content that's timely and relevant to the customer improves content quality, visitor satisfaction, and desired outcomes. Seth will describe customer experience scenarios to illustrate the value of actively engaging customers throughout their visit to the site. From philosophy to technology, Seth brings his extensive years of marketing and data management experience to bear on making the most of online customer intelligence.

10:00 - 10:30

Multivariable Optimization: Best Practices in Holistic Conversion Improvement

Mark Wachen, Chief Executive Officer, Optimost & Jacque Smith, Website Analytics Manager, Quicken Loans

Your customers are dynamic and constantly evolving, and so should your entire website. That's why multivariable optimization is such a vital component in improving online conversion rates. It enables you to identify and adapt to changes in customer preferences and behaviors. What works today may not work tomorrow, but continuous online testing ensures your messaging stays relevant and provides critical learnings to inform future decision making. Hear Optimost client, Quicken Loans, share the multivariable optimization strategies they employed to keep their customers engaged, and learn how they dramatically increased their online marketing ROI.

10:30 - 10:50

Scaling Web Analytics to the World

Brett Crosby, Senior Manager, Google Analytics

10:50 - 11:20 Break & Exhibition

11:20 - 12:10 Choose one of the following four sessions:

Session 10: Peak Performance - Optimizing Systems, Traffic and Customer Satisfaction

Joe Schwart, WebEx

AnalystMarketerTechnologistBusiness Manager

WebEx serves meetings to 3.5 million people every month. With customer satisfaction tied so closely to on-demand performance, measuring the technical side of those meetings is a marketing issue. As VO for Web Marketing, Patrick monitors how well the WebEx servers deliver, while keeping an eye on acquisition, persuasion and conversion. Find out what Patrick's dashboard looks like in this new, on-demand world.

Session 11: Optimizing Display Ads and Landing Pages

Jodi McDermott, InPhonic


InPhonic spends millions per year in online advertising - primarily with the large portals (for example, MSN, Yahoo and AOL) to promote Wirefly.com. Jodi's team reviews the performance of creative and landing pages both early and mid-day in order to determine intra-day optimization as well as optimization for their next campaign. Session conversion, latency analysis and visitor segmentation (analyzing those who clicked through on the ad, but perhaps purchased a cell phone through one of our affiliates like Overstock or RadioShack) are all on the table and under the microscope.

Session 12: P.I.M.P. My Reports

Jennifer Veesenmeyer, Evantage Consulting


Engaging reports that tell a clear, compelling story are vital to gain executive support for a course of action. This session will showcase numerous examples of how you can P.I.M.P. (Planning, Imagery, Messaging, Presentation) your reports by applying key principles of information design and strategic messaging. So, whether your reports are Hondas or Humvees, you'll leave this session with practical ideas for preparing reports that bring the bling and turn them into hybrid Jaguars.

11:20 - 11:40 Success Tactics 7: The Holy Grail of Web Analytics: Using Customer Feedback to Increase Online Satisfaction Scores

Jonathan Levitt, iperceptions

In this session Jonathan will illustrate how by using a perceptual framework to evaluate key elements of the visitor experience as well as predictive algorithms and modeling to identify those attributes that drive satisfaction, organizations like Reebok, InterContinental Hotels, Panasonic and Dell turn customer feedback and satisfaction scores into actionable decision support to move the satisfaction needle upwards.

Learn how to collect and use customer feedback to understand and benchmark:

11:45 - 12:05 Success Tactics 8: Four Steps to Better Campaign Performance

Brad Bender, DoubleClick

Performance is an objective shared by both brand and direct marketers but maximizing a campaign's true potential demands more than basic intuition alone. By following some simple best practices, advertisers and publishers can successfully partner to improve campaign performance. Brad Bender, DoubleClick's Vice President of Optimization Solutions, will show how a client has successfully leveraged optimization technology to challenge assumptions and uncover valuable new audience segments.

12:10 - 1:30

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!

1:30 - 2:20 Choose one of the following four sessions:

Session 13: Online Acquisition Optimization

Andrew Sloss, eBay


Campaign management is getting to be a complex undertaking. Which promotional efforts are bringing in the most and best visitors at the lowest cost? Learn how to optimize acquisition methods as simple as pay-per-click keywords and as sophisticated as behavioral targeting and spider tracking. Andrew led the eBay team that implemented multivariate testing to improve customer acquisition. Andrew looks at the internal process of how eBay instituted a hypothesis-driven test program to optimize customer acquisition on the visitor page.

Session 14: Overcoming Obstacles to Organizational Web Analytics Adoption (OOOWAA?)

Dave Rhee, Gateway
Mark Ryan, Extractable
Robbin Steif, Lunametrics
Jason Burby, ZAAZ

AdvertiserMarketerAnalystTechnologistBusiness Manager

Panelists will share their observations and experiences in overcoming the Top 10 Obstacles to the organizational adoption of a web analytics process. Practical tips on how to avoid being blind-sided by organizational politics, insights on integrating work style and cultural clashes, and 5 Things You Can To Today to help move forward will leave you a little more optimistic about whatever predicament you find yourself in now.

Session 15: Assembling Your Reporting Toolkit

Kristen Findley, Ameriprise Financial
Erik Kokkonen, CNET
Chris Gemignani, Juice Analytics


Leave the Emetrics Summit armed with ideas to make your reports more powerful and less time consuming. Web analysts from three companies will discuss the tools, tips and tricks they use every day to dazzle their bosses, amaze their colleagues, and take their Web analytics capabilities to the next level. These panelists will share their favorite reporting tools and how they have put them to use.

1:30 - 1:50 Success Tactics 9: Master your domain with the metrics that make the metrics matter.

Perry Kamel, MAXAMINE

Nobody in their right mind would try to operate in the "real" world without reasonable quality controls. Yet, for over a decade the web has been doing just that. The time-tested scientific method which we all learn in grade school and the ubiquitous residue of the Deming Quality Movement are as ingrained in the "real" world as they are neglected on the web. As a result, empirical data underscores surprising and alarming problems with severe consequences for online organizations. On the bright side, addressing such issues is not rocket science, but it IS science. Discover practical, proven, simple steps to become the master of your domain.

1:55 - 2:15 Success Tactics 10: How to Run a Strategic Optimization Program

Seth Rosenblatt, Optimost

Savvy marketers know that website optimization, including techniques such as advanced multivariable testing, comprise essential tools in their arsenal. However, it's difficult to know where to begin and how to lay out a strategic optimization program. The best program is a "journey, not a destination", so knowing how to structure a program, how to progress through various stages of learning, and how to continually and incrementally improve targeting to your various audience "personas" is essential. This session will cover how to structure an effective program and how to organize your own company to take advantage of techniques that can yield tremendous improvements to your bottom line.

2:30 - 3:30

Secrets of Your Success Roundtable

You've got 5 minutes - no more, no less, of undivided attention from your table. This is your opportunity to shine and to share. Be prepared; be specific - the more you put into this discussion the more you will receive. Tell your story - focus on something that you do really well. Bring handouts (10 each ) to illustrate your accomplishments. Clear or conceal your confidential data - we don't need to know everything in order to get maximum learning. You'll be surprised by how much you can learn from other attendees by getting the insider scoop on the simplest things. Get the details here.

3:30 - 4:00 Break & Exhibition

4:00 - 4:50

Guru Session: Competitive Analysis: Why You Can't Live Without It

Avinash Kaushik, 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.

4:50 - 5:00

Maximizing the Impact of Behavioral Targeting and Optimization: Picking the Right Tool for the Job

Brad Bender, DoubleClick

For sellers and buyers looking to maximize the impact of online advertising campaigns, automated optimization and behavioral targeting can both be effective solutions. When time-tested audience segments are readily available, behavioral targeting can help to maximize reach against those critical targets. For advertisers and publishers looking to rapidly and seamlessly lift campaign response, automated optimization may be the best answer. Brad Bender, DoubleClick's Vice President of Optimization Solutions, will dig deeper into how and when to apply these tools, taking into account unique marketing goals and resources.

5:00 - 5:50 Choose one of the following four sessions:

Session 16: Quantifying and Optimizing the Human Side of Online Marketing
An Emetrics Summit Case Study

Joseph Carrabis, NextStage Evolution

MarketerAdvertiserAnalystDesignerBusiness Manager

Joseph measures human intent. Based on his knowledge of cultural anthropology, database technology, education theory, psycholinguistic modeling and the flying of giant kites, Joseph can find the handful of words, the image, the link, the video or audio podcast on your website that is sending your customers away then explain how to bring them back and others in. He is not a marketer, he is a research scientist who's taught psycholinguistics, cultural anthropology and information mechanics internationally and uses that training to analyze how consumers respond to information. He doesn't depend on "Oh, we tried that and it didn't work" - he depends on 16 years of real world practice putting digital information in front of consumers. Skeptical? Come hear Joseph explain how his techniques brought more people deeper into the Emetrics Summit website and into the conference itself. Even you.

Session 17: Don't Let Emetrics be the Only Metrics

Alex Eldemir, MarketingNPV

MarketerAdvertiserAnalystNoviceBusiness Manager

Most businesses operate in a world where online marketing is only part of the marketing mix and online transactions generate a relatively small percentage of revenue. Many companies are tempted to overemphasize emarketing because its closed loop nature simplifies measurement and accountability. Alex will provide frameworks and tips for measuring effectiveness and efficiency across the entire marketing portfolio so that emetrics are not carrying the burden of marketing accountability on their own.

Session 18: 10 Actionable Things to Measure Tomorrow

Paul Holstein, CableOrganizer.com, Inc.

MarketerAdvertiserDesignerBusiness Manager

A lot of us come to the Emetrics Summit to find that golden nugget of information that could make the big difference. We want actionable items to help us improve our website performance, reduce errors, increase conversions, and manage our advertising budgets better. This session will give you 10 actionable things you can do tomorrow (or next week) to really help your site. Golden nuggets such as:

Paul will give you what you need to be the new hero at your company.

5:00 - 5:20 Success Tactics 11: From Online to Cross-Channel: Marketing Challenges and Solutions

Rand Schulman, Unica

Most organizations are already investing significantly in both online and off-line marketing campaigns. But too often these efforts are separated by organizational boundaries, budget constraints, and technology limitations. Web analytics has become the foundation layer of the "marketing stack", working in concert with other applications (e-mail, behavioral targeting, search bid management, etc.). But marketers need better solutions for integrated cross-channel marketing efforts --more than just online data and more than simple analysis tools. Marketers are demanding solutions that integrate cross-channel programs and provide actionable results, rather than just interesting data. In this session we'll explore the problems in detail and the solutions available today, and discuss the vast opportunity for improvement in enterprise marketing.

5:25 - 5:45 Success Tactics 12: Strategies for the Enterprise: Maximize the Value Derived from Web Analytics

Josh Manion, Stratigent

Better understand what strategies and tactics are needed to evolve the level of web analytics sophistication within an organization.

6:00 - 7:30 Web Analytics Wednesday on Tuesday Reception

Web Analytics Wednesday is the world's only distributed networking event for web analytics professionals. Open to everyone, practitioners and vendors alike, Web Analytics Wednesday is a free event allowing you to meet folks with similar work interests.

Wednesday, May 9th, 2007

7:30 - 8:30

Ask the Guru Breakfast

and then come to breakfast on Wednesday, May 9 to get the answer.

8:00 - 9:00 Registration & Breakfast

9:00 - 10:00 Keynote

The Eco-System of Information & Analytics: How do You Measure Success?

Lissa Gatz, BestBuy.com

This session will present the “eco-system” of the various vendors, data, information and insights that comprise the foundation of the online aspect of a multichannel retailer. We will review the marketing and operational metrics that are being reviewed and used to monitor the business. You'll learn which particular metrics are being used to alert and spot trends to either take an action or incorporate into future strategies. We'll also review how to navigate a large volume of available data to focus on those metrics that are meaningful and actionable. Additionally, we'll review some lessons learned and what we see as the next level of insights.

10:00 - 10:30

Extreme Optimization: Automated Uplift from On-site Behavioral Targeting

Brent Hieggelke, VP Strategic Marketing, Touch Clarity

200% uplift in online revenue in less than six months is what one well-known online travel site experienced with this optimization technology enabled on key homepage content. 100% conversion uplift is commonly experienced by leading financial Web sites in Europe when they dedicate important site real estate to targeting the right products to individual visitors. Forrester Research declared optimization as the rallying cry for Marketers in 2007. And, in that same report, 300 marketing executives in the U.S. ranked "Web interaction optimization" as the #1 area of planned investment this year. Automated optimization from on-site behavioral targeting is delivering millions of dollars of completely accountable and transparent uplift for major brands today, and as leaders in the world of eMetrics, you can't afford to miss being at the front-end of this fast-developing new marketing trend. Join Brent Hieggelke from Touch Clarity, newly acquired by Omniture in an exciting deal for our industry, for an educational and eye-opening session articulating why this is where your analytics program must be headed next.

10:30 - 11:00 Break

11:00 - 11:50 Choose one of the following four sessions:

Session 19: From Pages to Events - Measuring Web 2.0

Ian Houston, Visioactive
Judah Phillips, Reed Business Interactive


Web 2.0 Measurement Working Group members discuss the evolution of the group and potential new metrics, architectures, and data models for measuring, tracking, and generating value in a "Web 2.0 World." Come learn and participate in an engaging dialog with the goal of web analytics catching up with Web 2.0 (and perhaps beginning to prepare for Web 3.14159). Hosted by Ian Houston, notable author and blogger, and founder of VisioActive, and Judah Phillips, Director of Web Analytics, Reed Business Information.

Session 20: The Politics of Web Optimization

Dylan Lewis, Intuit

MarketerAdvertiserNoviceBusiness Manager

Analysis of marketing program performance, website optimization, and customer success stories must be carried out with integrity and delivered with humility. With few words, and a great deal of analysis, entire marketing programs or product efforts can be dissolved as failures or trumpeted as huge successes when they weren't. Dylan explores some of the politics of analytics programs and how to navigate through the stormy seas of analytics and companies large and small. You will learn from his mistakes, so that you can avoid them, and lead or participate in a successful analytics program.

Session 21: Portals, Branding, Analytics, Search

Kevin Heisler, Jupiterresearch

MarketerAdvertiserNoviceBusiness Manager

Watch this space

11:00 - 11:20 Success Tactics 13: Extreme Emetrics: Stories from the front in optimizing the most demanding sites on the Web

Brigham Graff, Omniture

Buckle up your uncomfortable conference chair, sharpen your hotel-issued pencils and bring 4 sheets of blank paper for notes taking. The Omniture best practice ninjas who work on the biggest, busiest and most demanding sites on the Web today are eager to share their war stories from the past year. This high energy session will focus on tangible takeaways sharing which analysis delivers the richest insight, and which actions taken result in the highest uplift. Hear the latest trends in online retail, the newest concerns for financial services, and the biggest demands from B2B. This session may just be the most valuable at the conference pound for pound and minute for minute.

11:25 - 11:45 Success Tactics 14: Revealing the Levers that Influence Your Visitors' Behavior

Eric J. Hansen, SiteSpect, Inc.

A key challenge for web marketers is understanding how specific content influences visitor behavior. For example, is your checkout funnel's navigation encouraging visitors to convert? Or, perhaps navigation is less important to your specific audience, and instead you should focus on highlighting your privacy policies? In this session, we'll examine multivariate testing as a means to reveal which site elements are the levers that influence your visitors' behavior. We'll get "under the hood" to understand the nature of multivariate test data, present practical ways to conduct an analysis, and lay the groundwork for a simple, graspable program of iterative testing and optimization.

12:00 - 1:30

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!

1:30 - 2:20

Guru Session: Waiting For Your Cat to Bark?: Persuading Customers When They Ignore Marketing

Bryan Eisenberg, Future Now Inc.

Analysts and Business Owners frequently have trouble separating the noise from the signal in their data. They often hit glass ceilings optimizing for conversion rates. A Conversion Marketing Expert and the inventor of Persuasion Architecture (TM) guides you through the full vernacular of funnel metrics, developing personas for persuasion, persuasive scenario design and how to get your customers to respond to your marketing efforts.

2:20 - 2:30

WebSideStory Presentation

Bob Chatham, WebSideStory

2:30 - 3:20 Choose one of the following four sessions:

Session 22: Serious Statistics to Optimize Acquisition

Saqib Mausoof, Ask.com

AnalystTechnologistBusiness Manager

Serious metrics call for serious mathematics. Saquib will review advanced analytics techniques used for measuring online acquisition. He will clarify and answer questions about:

Session 23: Strengths and Differences - An Analytics Comparison

Mark Ryan, Extractable


Web site goals and key performance indicators can be very diverse at different organizations. With so many options in web analytics applications, it can be difficult to see which vendor will be the best fit for an organizationís objectives. Working with companies such as FedEx, Visa, AmerisourceBergen, SanDisk, CharlesSchwab, and Kodak to achieve everything from customer reach to call avoidance to ecommerce revenues to lead generation to simply gathering customer data, Mark has had the opportunity to work with a variety of different web analytics solutions. Mark walks through the vendor landscape to compare and contrast such alternatives as WebSideStory, WebTrends, Google, Omniture, ClickTracks, NetTracker, and CoreMetrics. Each has its strengths but all need to be integrated with other custom systems (i.e. CRM or data warehouse). Mark shows why some instances call for multiple web analytics packages.

Session 24: Calculating Usability

Braden Hoeppner, Trader Corporation

AnalystNoviceDesignerBusiness Manager

As part of any Web Business Intelligence program, usability studies & qualitative data can provide insights into the design process and compliment data collected through web wanalytics. Braden will cover the basics of Do-it-Yourself usability testing and will answer questions on test design, recruitment, actionability of the data and the nuts and bolt of running usability studies in-house. Braden will also show how web analytics data and usability study data can be leveraged together.

2:30 - 2:50 Success Tactics 15: Functionalism: a Practical Method for Web Analytics

Gary Angel, SEMphonic

In this session, Gary Angel of SEMphonic - a leading web analytics consultancy to numerous Fortune 500 companies and major internet sites - will explain how lack of a real process and method are crippling most web analytics efforts and how a new public-domain methodology (Functionalism) can help almost any organization do better, more useful, web analysis. Functionalism breaks web sites up into discrete chunks and specifies ways to measure the performance of each piece - regardless of your web analytics solution. If your web measurement isn't driving your online design, testing, and marketing programs, then chances are you're mis-spending, mis-optimizing and mis-allocating your marketing dollars. With a rigorous, well-documented, repeatable method to doing web analytics, your organization can at last be armored to do battle online.

2:55 - 3:15 Success Tactics 16: Best Practices for Cookies Based Identification

Ian Houston, Visual Sciences

A 20 minute results-oriented session with practical take-aways you can apply as soon as you are back in the office.

Thursday, May 10th, 2007

Predictive Analytics Training

Thursday, May 10: Predictive Analytics Training

Friday, May 11th, 2007

Predictive Analytics Training

Friday, May 11: Predictive Analytics Training

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