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

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Website Optimization Track - TWIN PEAKS SOUTH

Navigation, Persuasion, Cookies, Usability, Personas, Customer Experience

Track Descriptions | Keynotes | Schedule at a Glance | Speakers

WO-1 Monday, 11:15 - 12:05
Monetizing Site Behaviors - Overview & Getting Started

Jason Burby, ZAAZ
Nigel Morgan, ZAAZ

It’s all about the money. For many businesses, the only "action" that matters is driving revenue into the company and profit to the bottom line. Fortunately, web analytics can have a significant impact on monetization of online initiatives. Instead of trying to guess how valuable a change to the site will be, monetization models show you exactly what will happen. When someone in the organization says "show me the money!" you’ll have the data you need. Jason and Jason deliver the basics and give some real life examples. This is a great intro and will help you overcome the lack of action that most companies struggle with.

Monday, 11:15 - 12:05

WO-2 Monday, 1:30 - 2:30
The intersection of Customer Voice and Customer Experience – How to both listen and learn to provide what your customers really want.

Joe Megibow, hotels.com

This session will examine how to let your customers tell you what they really want, and not just what they think they want. Through the use of Voice of Customer techniques, combined with web analytics, and the context provided through Customer Experience monitoring solutions, companies can understand where even small changes to website interfaces and conversion funnels can reap big benefits. This session will look at how the integration of these systems is becoming a vital mechanism for complete understanding of customer behavior. Through continuous monitoring and continuous improvement with these techniques, measurable wins can be achieved.

WO-3 Monday, 5:00 - 6:00
Multivariate Testing Panel

This Session is sponsored by:

Google Website Optimizer

Moderator: Jon Diorio, Group Product Marketing Manager Adwords, Google
Andrew Anderson, CNET
Tim Ash, SiteTuners.com
Matt Conahan, StubHub
David Rogers, Red Envelope

Instead of dreaming up the very best combination of headline, photo, body copy and call to action on a landing page, you can let the computer do the dirty work and simply tell you what the winning combination really is. Multiple variables can now be tested at the same time. Some have been experimenting with multivariate testing tools. Some swear by them. Some say A/B split testing is enough. We’ve asked each of them to participate in this panel exploring the good, the bad and the ugly about this method of automating the creative process to increase conversions. Sparks may fly.

WO-4 Tuesday, 11:15 - 12:05
Hunting Actionable Insights: Tips & Techniques From A Practitioner

Avinash Kaushik, Market Motive Inc.

It is rare that you can't find actionable insights because you don’t have data - you are probably drowning in it. All that is required is a tweak here, a pinch there and hug to seal the deal. From his in-the-trenches experience Avinash shares his insights around how to make your website data more actionable. Segmentation, Benchmarking, Multi Dimensional Analysis and lots more. The goal of this must-attend session is for you to leave with actionable insights that you can implement in your reporting efforts the very next day.

WO-5 Tuesday, 1:30 - 2:30
Crawling Around Inside Your Customers’ Heads
Beyond Psychology - Human Internet Interface

Joseph Carrabis, NextStage Evolution
Mark Nagaitis, 7 Billion People

Mark Nagaitis is CEO of 7 Billion People, Inc., a company that captures customers' psychological portraits in order to align Web language, content, advertising and all forms of communications to fit their buying preferences. The company's technology is based on over 30 years of psychological research and linguistics studies from real-world sales and marketing experiences, 7 Billion People allows e-commerce marketers to personalize their websites to ensure they're as dynamic, flexible and customer-focused as any person-to-person interaction. Using real-world case study examples, Mark will show how behavioral analytics tools can give marketers new information that increases customer retention, click-through, closure rates and average ticket sizes.

Joseph, on the other hand, 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 scaring your customers away. Back by popular demand (people stayed an extra half an hour last year), Joseph is not a marketer - he is a research scientist who’s taught psycholinguistics, cultural anthropology and information mechanics and uses that training to analyze how consumers respond to information. Skeptical? Come hear Joseph explain how his techniques brought more people deeper into the eMetrics Marketing Optimization Summit website and into the conference itself. Even you.

WO-6 Tuesday, 4:00 - 4:50
Starting from Scratch - Effectively Using Kittens for Optimization and Usability

Jason Carmel, ZAAZ

Is a KPI-driven optimization program mutually exclusive from usability best practices? In this session, Jason will explore how the well-ordered paths and hierarchies designed by User Experience Architects and the norm-shattering (and often unpredictable) results obtained by Optimization Test Designers can not only co-exist, but actually support each other to improve both disciplines. And yes, kittens are involved.

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