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eMetrics Marketing Optimization Summit
London, 20-21 May, 2008

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A packed agenda with multiple Tracks

Complete Agenda | Schedule at a Glance | Speakers

Track A: Introduction to Optimisation Track

Tuesday, 20th May
Track Moderator: Miles Bennett, milesBENNETT

Track B: Analytics in Action

Tuesday, 20th May
Track Moderator: René Dechamps Otamendi, OX2

Track C: Outside the Web Analytics

Wednesday, 21th May
Track Moderator: Vicky Brock, Highland Business Research

Track D: What's coming next?

Wednesday, 21th May
Track Moderator: Oliver Schiffers, Sapient

Monday, 19th May

8:00 - 9:00 Registration & Breakfast

LUNCH INCLUDED - 12:30 - 2:00
BREAKS FROM 10:30 - 10:45 and 3:00 - 3:15

Web Analytics Association (WAA) Base Camp

Introduction to Web Analytics

Workshop Trainer: Vicky Brock, Highland Business Research
If you’ve just been given the responsibility for web analytics, this workshop is for you. Whether you are new to web analytics, new to web management or just need to be sure that you are seeing the forest for the trees, this is the best place to get grounded in the basics. See more information.

Kingsway Room

Web Analytics for Site Optimization

Workshop Trainer: Brian Clifton, Omega Digital Media
How do you make your website better? If this is your challenge, then this is the workshop you've been waiting for. See more information.

Lancaster Room

Tuesday, 20th May

8:00 - 9:00 Registration & Breakfast

9:00 - 9:15 Welcome

Jim Sterne, President, Target Marketing

9:15 - 10:00

Keynote A: To “Marketing Optimisation” and beyond!

Neil Mason, Managing Director, Applied Insights

Marketing Optimisation is a journey, it's not an event. You don't suddenly wake up one morning and find you're doing online marketing optimisation. So, I'm going to take a look at this journey and some of the key stages and milestones along the way. How do you move from a business that uses technology and data to merely report on what's happened in the past to one that uses those ingredients to drive the business forward? What else do you need? Does this journey ever end? What is “optimisation” anyway and is that really the goal?

So many questions and only 45 minutes to try and deliver some answers..
Woburn Suite

10:00 - 10:30

Sponsor Presentation: ForeSee Results
The Missing Metric: Linking Voice of Customer to Behaviours and Financial Results

Eric Head, Director of Business Development, ForeSee Results

Most web analytics leave a critical component out of their performance metrics – customer satisfaction – which plays a critical role in influencing site visitors' behaviours that drive positive financial outcomes from the online experience. Applying a proven scientific approach to measuring Voice of Customer helps you increase sales, loyalty, recommendations and website value through:

This approach is employed across a wide range of industries, including: retail, financial services, healthcare, hospitality, manufacturing and government for companies such as Ask.com, Cadbury-Schweppes, Kellogg's, HarperCollins, the World Bank, 3M, Sears, Forbes.com, Starwood Hotels and Glaxo Smith Kline.
Woburn Suite

10:30 - 11:00 Break/Exhibits

11:00 - 11:50

Keynote B: Analytics meets targeting meets crm

Julian Brewer, Head of Online Sales & Content Digital Banking, BARCLAYS BANK Plc

Arguably most analytics data gathered is meaningless garbage that sits on a server somewhere gathering techno dust but a revolution is underway.. does analytics measure the pulse or could it the heart beat itself? Can analytics become the storage system that informs, drives and differentiates customer experience?
Woburn Suite

11:50 - 12:00

Sponsor Presentation: Google
What's new with Google Analytics

Dyana Najdi, Customer Analytics Manager, EMEA

Google Analytics launched a redesigned interface roughly one year ago. Since then, we've been quite busy adding useful new features and reports that are easy to use and can have an impact on your business, such as site search reporting and industry benchmarking. Come see what we've been up to.
Woburn Suite

12:00 - 12:50 Roundtable Discussion – your most Important KPI's
Woburn Suite

1:00 - 2:15 Birds of a Feather Lunch/Exhibits

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

Track A: Introduction to Optimisation
Getting campaign measurement and optimization on the right track

Danny Meadows-Klue, Founder and CEO, www.DigitalTrainingAcademy.com & www.DigitalStrategyConsulting.com

Internet advertising veteran Danny Meadows-Klue asks whether publishers explains that although publishers sell media space, advertisers are buying customers – and that's where the problems start.

Danny lifts the lid on web advertising and argues that optimizers are the unsung heroes of the marketing industry and that these are tricks almost every brand is missing.
Kensington & Chelsea

Track B: Analytics in Action
Think globally, act locally – measuring the green revolution

Patricia Gildea, Online Manager, Ecotricity Ltd

How do we measure our fight against climate change, and our mission to change the way electricity is made in the UK? One tiny metric at a time... Whether increasing search rankings, visitors, pageviews, video views, numbers of e-newsletter subscriptions or decreasing our bounce rates – we measure each small step we take. Because each small step takes us closer to our vision of zero carbon electricity generation in the UK. However, the market and people's behaviour have profoundly shifted due to significant brown energy price rises in the past year, and increased media & public awareness of green issues. Delivering our message & mission has become ironically much harder and even more important – and it is challenging the way we measure our effectiveness.
Woburn Suite

3:00 - 3:30 Break/Exhibits

3:30 - 4:10

Keynote C: Driving value through multi channel campaign optimisation and applied analytical insight

Martin Aylward, Head of Acquisition, EDF Energy

Drawing on his experience at both MORE TH>N and EDF Energy, Martin will show that, whilst it is important to get the basics of campaign optimisation and web analytics right, real competitive advantage can only be gained using more sophisticated techniques such as econometric modelling and customer lifetime value analysis.

Within the session, you will gain valuable insights into key questions such as:

4:10 - 4:30 Vendor Line up

Eric Head, ForeSee Results
Wolfgang Allisat, Omniture
Dyana Najdi, Google Analytics
Jonathan Levitt, iPerceptions
Kevin Bobowski, Stratigent LLC
Matt Bragg, Coremetrics
René Dechamps Otamendi, OX2

Our esteemed sponsors will briefly introduce themselves and then subject themselves to an open round of Q&A from you – the audience. Questions previously posed in similar sessions included. “Where is this industry headed in 5 years?” and “If your product did not exist, which you would buy?” Always engaging.
Woburn Suite

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

Track A: Introduction to Optimisation
Site Optimisation

Matthew Tod, CEO, Logan Tod & Co

In this session Matthew Tod, CEO of Logan Tod & Co, will take you through the process of conversion optimisation for your website. This session is for those who have data and now want to know how to get real value from it by improving conversion rates. His presentation will cover:

Track B: Analytics in Action
Master class in testing and experimentation

Eelco van Kuik, Managing partner, Chief Analytics and Optimization Officer, Conversion Company

Eelco van Kuik will take you through the different aspects of online experiments (AB or multi variate tests). He addresses the process of setting up an experiment, the different possible methodologies and how to interpret the results. He will do so by using case studies wherever possible. The master class will have a practical approach to online testing and will be suitable for the novice as well as the more advanced user. Eelco van Kuik has over 10 years of experience on internet related services and started his career in web analytics and online experiments in 2004. He founded his own company Arroba, which was exclusively dedicated to web analytics. Arroba fused with Conversion Company in January 2008 where he now leads the web analytics department.
Woburn Suite

5:20 - 6:00 Delegates may choose to attend either session at this time.

Track A: Introduction to Optimisation
Retention Marketing Online

Dave Chaffey, Internet marketing trainer, Marketing Insights Ltd

Dave will introduce a best practice toolkit of metrics, tools and practical approaches to optimize your online retention marketing. We will look at the best metrics framework to measure a customer's ongoing engagement for different types of online business. Dave will also review practical approaches to increase engagement in retention marketing including understanding loyalty through Net Promoter Score, web and email based personalization and how to deal with the “emotionally unsubscribed” on your list. Dave will review the range of measures for different aspects of retention form.
Kensington & Chelsea

Track B: Analytics in Action
Case study – improving marketing ROI and lifetime value

Barry Holloway, Chief Marketing Officer, Yuuguu

Barry Holloway, formerly Marketing Director at uSwitch, explained how a major analytics initiative set out to tackle key strategic issues for the well-known price comparison website. This case study explores:

6:00 - 7:00 Exhibits/Reception

Wednesday, 21th May

8:00 - 9:00 Registration & Breakfast

9:00 - 9:45

Keynote D: eMetrics to Business Metrics

Rufus Evison, dunnhumby

Integration is the key to successful media mix optimisation and so to successful marketing; integration is also key to business innovation. As the world changes businesses are starting to recognise the digital channels as just that, additional channels for an integrated business. As this change takes place it creates a different set of issues for the leading edge companies. eMetrics now has a different set of objectives to those of even a few years ago, and the need to measure the business effects of the new channels is ever more important. An arrival at the web site can no longer be counted as a successful acquisition; conversely a mobile campaign can be considered as successful if it does nothing on line but does change in-store behaviour. dunnhumby are at the forefront of changing “test and learn” into “experience and innovation” across the whole of the retail space. The key to doing this successfully is measurement of the relevant facts and analysis of the true user behaviour, whether it is online, on mobile or on the shop floor. A successful campaign is one that helps a customer to buy what they want in the way that they want and then rewards them for having bought. Bringing the same customer centric focus from retail media into a digital environment is an ongoing challenge that produces a great deal of insight. Rufus Evison will be talking about how this challenge can be exploited, taking examples from the whole of the media space not just from the world of the web site. Whether we are talking about how a celebrity love child can sell yoghurt, or how a mobile presence can increase the effectiveness of a floor graphic will only become apparent during the talk.
Woburn Suite

9:45 - 10:15

Sponsor Presentation: Omniture
Online Business Optimisation; Past, Present & Future

Martyn Jobber, Head of Sales Engineering, Omniture EMEA

OK, as a web analytics professional we're going to take the risk that you've seen or heard from Omniture before and not talk about web analytics! That's because we think the biggest opportunity to you (ok and us) is to use your analytics experience to improve the results of all your online marketing investments, whether it's through improving your pre-click customer acquisition, site optimisation or post-click conversion. In 30 minutes, Martyn will talk about how Omniture created the vision we now call marketing optimisation (with an 's'!), where we've done it already with our clients, and where it might go in the future.
Woburn Suite

10:15 - 10:45

How to build reporting that will make a difference to your organisation

Brian Clifton, Senior Strategist, Omega Digital Media
Woburn Suite

10:45 - 11:10 Break/Exhibits

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

Track C: Outside the Web Analytics Box
He say PPC. I say SEO. And never the twain shall meet.

Mike Grehan, Global KDM Officer, Acronym Media

Both paid and organic search require special skill sets. Yet they share one common goal. How do you analyse the impact your organic search has on your paid search and vice versa? Do you actually know how to separate the two out and determine the ROI?
During this session Mike will talk about running paid and organic campaigns in harmony, and how to analyze the impact and ROI of both.
Woburn Suite

Track D: What's coming next?
Measuring Social Media

Marianina Chaplin Manning, Head of Web Analytics and Optimisation, Rightmove.co.uk
Lee Bryant, Managing Director, Headshift
Flemming Madsen, Managing Director, Onalytica

Marianina, Lee and Flemming will talk about how companies can use social tools and measure social media, mobile, buzz and influence.

The exponential growth in social media which far exceeds growth in website usage – and the corresponding challenges on how to measure and analyse user behaviour as it interacts in ever more complex ways – is a hugely interesting challenge for the web analytics practictioners.

There is a huge shift in web analytics from pure play websites to social media usage and mobile platform usage although still in it's infancy. We are all establishing standards and metrics in social media and mobile phone usage with our analysis, findings and metrics.
Kensington & Chelsea

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

Track C: Outside the Web Analytics Box
The Voice of the Customer

Angus Cormie, Site Management DELL – EMEA Consumer Online

This presentation will review how Dell “listens” to it's customers. Angus will look at an in-depth analysis of its implementation of iPerceptions webValidator Continuous Listening Solution, including detailed insight into the ROI that it generates from this tool as defined by research that iPerceptions recently completed with Forrester Consulting.

He will also explore where this kind of listening tool fits with other items in the Dell “Voice of the Customer” toolkit, and also how they are using the latest addition to that toolkit – in the form of online conversations and communities – to generate new, interactive and commercially significant changes to the way Dell conducts its business.
Woburn Suite

Track D: What's coming next?
Challenges in a Web Analytics Journey from a practitioner and consultant perspective

René Dechamps Otamendi, Founder, OX2
Michaël Notté, Toyota Europe

Michaël Notté head of Web Analytics at Toyota & Lexus Europe has been working between IT and Business in the past 4 years to develop & harmonize Web Analytics activities in a panEuropean level. After presenting the personal and organizational challenges that Michaël Notté has encountered from an internal and external perspective, Michaël and René will present the next major steps that lay ahead in this Web Analytics Journey as formal processes, data integration, customer segmentation, Web 2.0 framework and more.
Kensington & Chelsea

1:00 - 2:15 Birds of a Feather Lunch/Exhibits

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

Track C: Outside the Web Analytics Box
Non-transactional analytics

Part I: Analytics in a 0% conversion world

Georgios Kaperonis, Business Analytics & Optimisation Manager, Channel 4 Television

It will focus on the challenges that we face when we want to measure an online media site. What do you do when there is no definite success/conversion event? How do you evaluate your performance and your marketing activities? What about online video? It will also include a couple of case studies/examples to show how analytics have driven successful decision making at Channel 4.
Woburn Suite

Part II: Web Analytics as a Value Driver Across Media

James G. Robinson, Director of Web Analytics, The New York Times

Hear about how The New York Times uses web analytics to grow both their print and online audiences, improve web engagement, and increase revenue and profit. The presentation will trace the development of the Times' web analytics strategy which is mapped directly to value drivers for customer and the business. Specifics will include how The New York Times:

Track D: What's coming next?
In Real Life

Ed Tranter, Group Publisher, Informa

A rags to riches story of one online publisher who discovered, adapted and implemented online marketing and measurement to make his digital business actually work! There has to be a folk song in there somewhere.
This session will be an overview of where we were as a business, utilising little or no measurement for our commercial sites, through the painful birth process of re-building our site from scratch. Then going through results that we have seen within the business after implementing a coherent digital marketing and measurement strategy.

A punters tale of the highs and lows of putting it into practice.
Kensington & Chelsea

3:00 - 3:30 Break/Exhibits

3:30 - 4:30 Keynote E: Monetizing Social Media: a Case Study in Measuring the Value of Social Media Marketing Online

Ashley Friedlein, CEO and Co-founder, E-consultancy.com

Social Media' is a hot topic thanks to the rise of the likes of Facebook, MySpace, LinkedIn and a host of other social and professional networks online. But how can you use these networks for marketing purposes? And how can you quantify and measure the return on investment (ROI) from such marketing efforts?
To date there has been very little quantitative and ROI data published about how well this social media marketing actually works. So E-consultancy.com decided to experiment on themselves to find out. Come and hear from Ashley Friedlein, CEO of E-consultancy.com, about what E-consultancy learned. This is the first time that the data, and learnings, will be revealed.
Woburn Suite

4:30 - 5:20 Industry Experts Panel Discussion – What Did I Learn at the eMetrics Marketing Optimization Summit?
Woburn Suite

Thursday, 22nd May

9:00 - 4:00 Predictive Analytics Workshop

Workshop Trainers:

Neil Mason
John McConnell
An Introduction to Predictive Analytics is a one day workshop covering the foundations of this innovation marketing analytics discipline. During the course of the day you will gain a thorough familiarisation with some of the key principles and methodologies of data mining and predictive analytics.
Southwark Room

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