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eMetrics Marketing Optimization Summit
San Francisco, May 4-7, 2008

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Advanced Web Analytics Track - RALSTON BALLROOM

Industry Experts take you to the next level

Track Descriptions | Keynotes | Schedule at a Glance | Speakers

AWA-1 Monday, 11:15 - 12:05
Online Privacy Panel - In the Eye of the Beholder

Jack Jia, Baynote
Sergio Maldonado, MV Consultoria
Bob Page, Yahoo
Seth Romanow, Microsoft

Privacy is getting more attention as web metrics become more valuable. If we don’t get it right, the government will get it wrong. The EU is already talking about declaring IP addresses as personally identified information. Does your privacy policy include guidance on cookies and behavioral targeting? Are you ready for the government to tell you how to manage your dynamic content delivery systems? Are your customers pulling you in three directions at once regarding their data? It’s moral, technical, political, and personal. It’s food for thought.

AWA-2 Monday, 1:30 - 2:30
Testing, Testing, 1, 2, 3 - Can You Hear Me Now?

Bryan Eisenberg, Future Now, Inc.

Bryan Eisenberg, who lead the way with "Persuasion Architecture" and "Call to Action" is now exhorting us to "Always Be Testing." Companies realize how hard it is to drive more and more traffic to their websites. The rising costs of traffic places tremendous pressure on the landing page to convince visitors to take a desired action. Improving landing page conversion rates has become a key focus because even a slight improvement can dramatically boost profits. A/B or Multivariate testing has become a technical darling, but where do you begin? What exactly should you test? How do you get corporate buy-in? How do you maximize returns on testing investment? How do you go from a culture of having to “always be right” to “always be testing?”

AWA-3 Monday, 5:00 - 6:00
The eMetrics Ecosystem

Terry Cohen, Digitas
Avinash Kaushik, ZQ Insights

So many tools, so little time. Or budget. Or people. Or room in your head to keep it all straight. What if you had an infinite budget and an army of analysts? What tools might you use for competitive advantage and in what circumstances? Keyword bidding tools, clickthroughs, pageviews, multivariate testing, website structural analysis, usability, panel-based metrics, on-site search analysis, brand analysis, customer satisfaction, loyalty, buzz analysis, competitive analysis, dynamic conversion optimization tools... and much, much more. Terry and Avinash take a stab at categorizing, the possibilities so you know what to tackle first.

AWA-4 Tuesday, 11:15 - 12:05
Social Media Metrics

Jason Burby, ZAAZ
Jim Calhoun, PopularMedia

How do you really measure the business/site impact of any number of social interactions? What's the value of things like Tell a Friend or a comment posted on a company blog? The marketplace is indeed a conversation, and it's time to join in - and to measure the effectiveness of your participation. Are you helping or hindering? How would you know? As we move away from classical, interruptive display advertising, we need to understand how methods and techniques from Web Analytics, personalization, buzz-analytics and targeting can leverage this shift by monitoring blogs, consumer generated content and the whole panoply of public opinion outlets. Can you hear them now?

AWA-5 Tuesday, 1:30 - 2:30
Cutting Through The Noise — Applications Of Data Mining And Predictive Analytics

Neil Mason, Applied Insights

Traditional querying and reporting analysis techniques can only take you so far in your quest to understand visitor behavior on your websites. Sometimes there is just too much data, too much noise, to be able to see the forest for the trees. After all that slicing and dicing it may be time to move on to using other tools in the analytical toolbox. In this presentation Neil will look at the use of a range of data mining and predictive analytical techniques to get to grips with issues like visitor segmentation and understanding customers’ propensity to purchase. In this presentation Neil will look at how you can use data mining and predictive analytical techniques to get to grips with issues like visitor segmentation and understanding customers’ propensity to purchase. Its where business meets math.

AWA-6 Tuesday, 4:00 - 4:50
Engaging Calculations

Eric T. Peterson, Web Analytics Demystified
Gary Angel, Semphonic
Joseph Carrabis, NextStage Evolution

We want people to buy into the central theme, embody the message, bond with the brand. Engagement on your site, on your blog, in social networks, in the community - it all adds up. But how do you measure that? Eric has a formula, Gary has an opinion. Eric has a calculation, Gary has a contemplation. And then there’s Joseph who consistently blows minds with his cultural anthropological view of how humans respond to stimulus. Regardless of the perspective, you are certain to find it engaging.

AWA-7 Tuesday, 5:00 - 6:00
Tracking Widgets and Feeds: Measuring Distributed Content

John Marshall, Market Motive
Jodi McDermott, Clearspring Technologies
Ori Soen, MuseStorm

What’s a feed and what’s a widget and how do you measure them? As the world moves away from centralized media distribution, social networks and blogs have created millions of new publishers that have access to massive volumes of engaging digital content. Feeds - instant content syndication and Widgets - tiny, portable applications - are all the rage in social networks and are becoming part of the Internet’s infrastructure. They are small, they are fast, they are viral. They are HTML cut-and-paste on steroids. They can also carry your brand. In this session Jodi, John and Ori look at the new metrics needed for feeds and widgets such as virality (placement), the hub nature of the online social scene and the amount of brand impact they might have. And that’s just the beginning.

AWA-8 Wednesday, 11:15 - 12:05
Usability ROI - Measuring People Rather Than Pages

Jakob Nielsen, Nielsen Norman Group
Chris Nodder, Nielsen Norman Group

The average business metrics improvement after a usability redesign is now 83%. Although we have now harvested most of the low-hanging fruit from the truly horrible websites that dominated the lost decade of Web usability (approximately 1993–2003), there is an astonishing amount of value left to reap. Spending 10% of your development budget on usability should improve your conversion rate by 83%. While we might call 2000–2010 the conversion decade for website usability professionals, 2010–2020 will be the loyalty decade. Learn about user testing from the man with 79 United States patents, mainly on ways of making the Internet easier to use.

AWA-9 Wednesday, 1:30 - 2:30
Advanced eMetrics Career Management

James Gardner, Aquent
June Dershewitz, Semphonic
Dylan Lewis, Intuit
Mark Brooks, Motley Fool

James and June will offer advice and insights into managing your analytics career. James is a staffing industry representative who deals with both employers and professionals. June is a successful web analyst with interesting “real-world” insights. Together they will share strategies for defining your goals and assessing how to achieve them. Invest some time in yourself as James and June help you find and manage your career path as a web analytics professional.

As a hiring manager of web analysts, Mark will reveal the multiple personalities he looks for when making a hiring decision. Going well beyond technological qualifications, he'll explore the many hats a web analyst must wear in order to prove their mettle as a prospective member of his team.

Finally, Dylan, whose experience includes managing a small business website, seeing the world from the vendor side of the equation and now responsible for optimizing a large, corporate website will share the 3 things he wishes he had known before having to learn them the hard way. His quick tips are sure to give you a leg up on becoming a big-time contributor to your organization's success.

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