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

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Campaign Optimization Track - PACIFIC HEIGHTS

Increasing quantity and quality of website traffic

Track Descriptions | Keynotes | Schedule at a Glance | Speakers

CO-1 Monday, 11:15 - 12:05
Counting on Clicks

Leslie Laredo, The Laredo Group

Buying online ads? Selling online ad? How do you know you measure up? Leslie walks you through the ups and downs of electronic advertising metrics including how ads are delivered and measured. Whether you want to measure branding or direct response, you need to understand the workings of response measures, post-awareness conversion, competitive analysis, frequency and the point of diminishing returns, managing campaign objectives & expectations and the reporting vagaries of ad servers vs. publishers vs. the clicks on the advertiser’s website.

CO-2 Monday, 1:30 - 2:30
Behavioral Targeting Across Ad Networks and on Your Site

Anil Batra, ZeroDash1

So you have heard all about Behavioral Targeting and now you are ready to try it out. There are several things that you should know before you dive into BT. In this session Anil will talk about the benefits of BT to consumers, publishers (site owners) and advertisers. He will show what vendors are available to help with different types of BT and review various aspects of BT, from the available technologies to the tried and true techniques to the preponderance of privacy pains. This session will walk you through a 5 step process to successful Behavioral Targeting and is not just limited to online advertising but also how these techniques can be used for onsite advertising and content and product targeting as a part of onsite campaign.

CO-3 Monday, 5:00 - 6:00
Campaign Analytics and Optimization: How to Creatively Overcome Campaign Conversion Tracking Challenges Via a Multi Analytics Tool/System Strategy

Robin Steffek, RedEngine Digital

Launching a new digital campaign that is time sensitive or otherwise hot creates many resource challenges. How are we going to track campaign performance success and optimize Paid Search, Media Advertising, Email Campaigns, and others if we don’t have the right analytics data available? Robin will present case studies from various organizations to illustrate how implementing and leveraging a multiple analytics tools/systems strategy and mining the analytics data from the various analytics sources is not only a creative approach to overcoming the analytics and optimization challenge, but also leads to an integrated view of key, actionable metrics and provides new insights on conversion optimization approaches.

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