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

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Integrated Marketing Track - TELEGRAPH HILL

Connecting web analytics with decades of marketing metrics

Track Descriptions | Keynotes | Schedule at a Glance | Speakers

IM-1 Monday, 11:15 - 12:05
Deep Data Diving - Bringing Online and Offline Inline

Rufus Evison, dunnhumby / TESCO

With a combination of IT, data analysis, creative skills and business expertise that treats marketing as a science TESCO (one of the UK’s largest grocery chains) has been parsing what people buy for years. Now, they’re matching it up with how they surf. Rufus, an attendee at the early eMetrics Marketing Optimization Summits more than 5 years ago, is back as a speaker to reveal how decades of lessons from the offline world blend with the technical prowess of online web analytics to paint a 3-D, Hi-Def picture of customer intentions and desires.

IM-2 Monday, 1:30 - 2:30
Mobile Marketing Makes Many Metrics

Evan Gerber, Molecular
Alan Osetek, Visual IQ

While the potential for building stronger relationships and breaking into new markets through mobile marketing is clear, the reality is many marketers haven’t yet had the time to collect mobile marketing data, make sense of it, and/or leverage the data in context of their overall multichannel campaigns. Evan and Alan will discuss mobile measurement hurdles, best practices, and strategies that can increase mobile impact as well as the overall success of cross channel campaigns.

IM-3 Monday, 5:00 - 6:00
Web Analytics and Data Integration: The Road to Marketing Performance

Josh Manion, Stratigent
Luke Bone, Tocquigny

Marketers often struggle to understand the role of web analytics within the overall marketing strategy. Josh will outline how analytics serve as the foundation for optimization of marketing initiatives. Additionally, Josh will recommend best practices for organizations progressing in their sophistication of web analytics and marketing optimization. You’ll learn how leading companies integrate web analytics into their overall marketing strategy by implementing these best practices for processes and technologies.

Then, Luke dives into additional steps that can be taken to extend analytical insight from anonymous user interactions with marketing vehicles through the website visitor to an actual person for online as well as offline sales conversions. By connecting the dots from upstream multi channel technologies downstream to the CRM, today’s marketer has the capability of optimizing on the quality of the leads and customers delivered from various mediums and properties, instead of measuring only the quantity and efficiency at the front end of the campaign. This is where to learn practical methods to join the data points from offline data, 3rd party ad serving, email, search, and optimization data to web analytics data and into resulting CRM tools.

IM-4 Tuesday, 11:15 - 12:05
Measure What Matters: Reconnecting Marketing To Business Goals

Laura Patterson, VisionEdge Marketing

Laura presents a metrics framework you can use to ensure your marketing efforts are tightly connected to your business goals. She’ll guide you through the process of creating an efficient and effective marketing dashboard so you will be able to rate the performance of your current marketing metrics and evaluate their strengths and weaknesses. You’ll be able to create your own dashboard of solid, time-tested marketing metrics. Get a handle on the daunting task of measuring your organization’s marketing performance.

IM-5 Tuesday, 1:30 - 2:30
Don’t Let Emetrics be the Only Metrics

Pat LaPointe, MarketingNPV

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. Back by popular demand, 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.

IM-6 Tuesday, 4:00 - 4:50
Reputation Management in a Social Media World and On Your Own Site: The Voice of the Customer in Surround Sound

Katie Delahaye Paine, KDPaine Partners
Steve Bernstein, PayPal

Social media has turned communications on its head. HITS stand for How Idiots Track Success and even unique visitors no longer have credibility. What’s a communicator to do? Measure the true impact of social media on the business, on your reputation. A classically trained PR authority, Katie is back by popular demand to give you seven simple steps to measure your social media program in a credible, actionable way.

Then Steve described how Paypal harnesses the power of user comments to significantly impact their KPI’s.  Are you challenged with what to do with the amount of site feedback you collect? We all understand the value this feedback provides, but consistently analyzing, categorizing and disseminating the information throughout your organization to make it actionable, relevant, and effective can be significant challenges.  Steve will share how Paypal is working to solve these challenges with strategies for quantifying verbatim user comments, staying on top of, and responding to emerging trends and issues and PayPal'’s best practices for integrating the “what” and the “why” of user feedback.

IM-7 Tuesday, 5:00 - 6:00
Connecting Web Analytics with Decades of Marketing Metrics

Egan van Doorn, ANWB
Megan Burns, Forrester Research

The Dutch Automobile Association (ANWB) provides emergency road services and a wide range of products for travel and leisure purposes. The ANWB has one the largest websites in The Netherlands and possesses a database with demographic, psychographic and geographic data of all 4 million members. Apart from using this knowledge for personalization and targeting purposes on the website, the ANWB also uses the online behavior of their members for offline marketing campaigns. The organization is continuously experimenting using this online intelligence in, for example, offline direct mailing campaigns. Egan will share some of the best practices.

Next, Megan reveals how to get funding for online marketing projects. As the economy tightens, the fight for marketing budget dollars is only going to get more intense. In this session, you will hear about best practices for creating a winning business case for online initiatives. Learn the major parts of a business case, how to estimate the ROI of a proposed project, and how to use that data to tell a story that’s so compelling your executives won’t be able to say no.

IM-8 Wednesday, 11:15 - 12:00
Integrated Marketing, Integrated Measurements, & Maximum ROI

Jim Lenskold, Lenskold Group

Quality measurements and accurate financial analyses are critical for creating a strong marketing ROI framework. But getting maximum value from that framework requires insight into your customer’s buying process and behaviors. Jim Lenskold will show how ROI insights can unlock the profit potential of strategic and tactical plans involving multiple touchpoints. Interactive Q&A will allow participants to gain insight into the challenges and barriers they face.

Key learning points include:

IM-9 Wednesday, 1:30 - 2:30
Competitive Intelligence 2.0

Rahul Deshmukh, Ask.com

An increasing number of organizations are using competitive intelligence since other companies are using it. Moving to Competitive Intelligence 2.0 can help optimize your spend, reach and put your performance in context. The presentation will cover what is best in class competitive intelligence, how to make competitive intelligence actionable, and how organizations should embed it in their decision making process.

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