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eMetrics Marketing Optimization Summit Stockholm 2008
23-24 September
City Conference Centre / Folkets Hus

Click here for the Agenda Overview

Tuesday, 23 September

8:00 - 9:00 Registration & Breakfast

Auditorium Foyer

9:00 - 9:45

Keynote: Tough Times Call for Tough Measures

Jim Sterne, Target Marketing

Auditorium A

Economic problems continue to mount in the United States and the effect is being felt around the world. Consumers are spending less resulting in lower revenues. As a consequence marketing budgets are getting tighter. Now, more than ever, organizations must optimize their marketing efforts. More effective awareness generation, more powerful persuasion techniques, more consistent conversion rates and more repeat business are required to survive. The only way to manage is to measure and the most important metrics are at the top of the list in this presentation by the founder of the eMetrics Marketing Optimization Summit and the Chairman.

9:45 - 10:00

Sponsor Presentation
Omniture: Avoiding “Anticipointment” and driving Conversions through Analytics, Testing and Online Optimisation

Mike Harris, EMEA Sales Director, Omniture Test&Target

Auditorium A

How can Online Marketers and Advertisers eliminate “Anticipointment”, the idea that sites draw users to their sites with creative PPC or display ads, or emails, only to disappoint with awful landing pages, calls-to-action or bland design? Through testing and targeting content for each visitor, leading online marketers reinforce relevancy for customers with needs as varied as their sources. Learn how marketers are taking control and using the speed of A/B and multivariate testing to acquire, engage and convert more customers.

  • Discover Best Practices from European Online companies who are taking advantage of Testing and Optimisation
  • Understand the importance of Relevance to conversion rates and brand loyalty
  • Delve into the potential ROI of Optimisation for their company
  • Learn how to achieve buy-in from your IT, Commercial teams for Optimisation projects

10:00 - 10:45

And Not Or – It's a Boolean Operation AND a Marketing Strategy

Diane Gorine, Manager of Interactive Marketing, Collette Vacations

Auditorium A

Too often marketing teams are siloed into online or offline groups, each with different goals and reporting structures. Campaigns are not coordinated, and information from various customer touchpoints goes un-mined. When marketers from different disciplines put their heads together, it becomes clear that much more can be gained from web analytics than just the optimization of advertisements, web pages, conversions, etc. Diane reveals what's possible when a trained direct marketer is put in charge of the online team. She'll examine how Collette Vacations a global player in the travel industry, specialised on escorted travel, orchestrated and focused their marketing operations around cross-channel analytics. She'll show how analytics-generated insights are applied to traditional marketing activities, driving double-digit improvement in direct mail, print ad, and email campaigns. Diane will share how e-metrics enabled Collette to coordinate and transform their enterprise-wide marketing program without adding to departmental overhead, personnel, and budget.

10:45 - 11:15 Coffee Break

Auditorium Foyer

11:15 - 12:00

Implementing Web Analytics the Nokia way – A customer's methodology

Vincent Kermorgant, Senior Web Analyst, Markets, Nokia Corporation

Auditorium A

Vincent Kermogant from Nokia presents the methodolgy used to successfully implement Web Analytics at Nokia. From basic goals, requirements within the company, creating and reporting KPIs to assessing campaign performance and multivariable testing impact – learn how a complex project like this can be implemented sucessfully.

12:00 - 12:15

Sponsor Presentation
Tealeaf: Understanding Why

Geoff Galat, Vice President, Marketing & Product Strategy, Tealeaf

Auditorium A

Consumer frustration with ecommerce websites is rampant. Attend this session to discover what issues your customers are encountering and their experiences trying to resolve them in the call center. Geoff Galat, Vice President of Marketing and Product Strategy will review the survey results of the fourth annual, consumer survey commissioned by Tealeaf, and conducted by Harris Interactive. He will then discuss how you can capitalize on small changes to turn large revenue increases in your online business.

12:15 - 14:00 Lunch Break

14:00 - 15:00

Group Discussion: Maturity Model Progress – Getting to the Next Level

Auditorium A

15:00 - 15:45

Campaign Optimization
TELIA Case Study: Performance Improvement & Decision Making

David Demsitz, Market Manager, TELIA Denmark

Auditorium A

Are you sure you are focusing your resources in the right areas?
Do you also have difficulties getting enough resources allocated?
In this session, you will get an insight to the Why, How and What. A case study about TELIAs desire, experience and up & downs with campaign tracking project. With web analytics, and especially campaign tracking, TELIA have started a quest towards significantly improving online marketing ROI, and creating a top of mind in top managements decision making and resource allocation.

15:45 - 16:15 Coffee Break

Auditorium Foyer

16:15 - 17:00

Advanced Web Analytics

Neil Mason, Managing Director, Applied Insights

Auditorium A

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.

17:00 - 17:45

Vendor Roundtable

Auditorium A

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.

Mike Harris, EMEA Sales Director, Omniture Test&Target
Marc Saarde, Head of Web Analytics, Creuna
Geoff Galat, Vice President, Marketing & Product Strategy, Tealeaf
Dyana Najdi, Customer Analytics Manager, EMEA, Google
René Dechamps, Founder, OX2

17:45 Reception

Wednesday, 24 September

8:00 - 9:00 Registration & Continental Breakfast

Auditorium Foyer

9:00 - 10:15

Web Analytics for Search Discussion Forum (joined session with SMX)

Auditorium A

This session provides an overview of web analytics and how it can be used to analyze search marketing performance, followed by Q&A with web analytics experts and tool representatives.

Moderator: Jim Sterne, President, Target Marketing
Brian Clifton, Senior Strategist, Omega Digital Media
Alan Boydell, KeyMetrics Director, at Keyade

10:15 - 10:40 Coffee Break

Auditorium Foyer

10:40 - 11.10

Sponsor Presentation
CREUNA: Effective use of Web Analytics - how to adopt it in the Organization

Marc Saarde, Head of Web Analytics, Creuna

Auditorium A

Marc has many years of experience at Nordea Bank AB and as a web analytics consultant. He knows that when it comes to Web Analytics many companies are now ready to invest in tools but are unwilling to invest in the processes that are needed to support and use them.

The right goals, the right people, and the right culture are just some factors in a systematic and effective approach to Web Analytics. In this Session Marc will reveal strategies and ideas to successfully implement the right processes.

11:10 - 11:55 Delegates may choose to attend either session on at this time.

Panel 1 • From Lead to Client – Measuring ROI at a Financial Institution

Janni Bilenberg, Global Head of Customer & Market Intelligence, SAXO Bank

Auditorium A

When it comes to monetizing their online business, Saxo Bank has one of the most aggressive approaches. But how can you create an online business driven by ROIs when your biggest challenge is measuring your online money spend? In this presentation Janni Bilenberg will explain how at Saxo Bank built a measuring system based on advanced data integration (between different technologies) with the goal to have detailed insight in which online activities generate the biggest value and thus how budget spend can be managed accordingly. She will also present key learning's made during the first year of running the initiative.

Panel 2 • VELUX A/S Case Study: Challenges and pitfalls in implementing web analytics in an international organization

Ivan Bager, Business Architect, VELUX A/S

Room 204

Large and diverse organizations having to work with very limited web analytics resources is a common challenge not only in Scandinavia, but around the world. In this session you will hear about the experiences that a big corporation like Velux had when implementing a web analytics solution and developing the applied analysis. Ivan Bager covers both the successes and the failures encountered and how initial mistakes have been fixed.

11:55 - 12:40 Delegates may choose to attend either session on at this time.

Panel 1 • Web 2.0 Communities – Analysis, Segmentation and Communication

Fred Türling, Unit Manager Media & Trade, SHS Viveon AG
Dr. Kai Zimmermann, Team Leader and Senior Consultant, SHS Viveon AG

Auditorium A

Internet based Communities have been widely discussed since the arrival of the concept Web 2.0. So far opportunities and risk of business models based on such user groups are not fully clear. Therefore a more fundamental understanding of belonging social structures is needed. How can Web Analytics and Social Network Analytics help to analyse communities? Is it possible to create segments within the user base? How can we address attractive groups like multiplier and furthermore is it possible to describe special profiles like experts, sales men, spreader, etc.? During the session Fred Türling will discuss these topics and show first results for two top forums and one collaboration network.

Panel 2 • How understanding “why?” can help to improve customers' online experience

Toby Kay, Website Manager, Holiday Express

Room 204

With many suppliers providing up-to-the-minute prices and customers demanding the best retail experience possible, needed to identify the real issues that are affecting customers – enabling it to concentrate development resources on the areas that matter. Hear how managed to solve this challenge and significantly improved customer experience and supplier management.

12:40 - 14:00 Lunch Break

14:00 - 14:10

Sponsor Presentation – Google

Dyana Najdi, Customer Analytics Manager, EMEA, Google

Auditorium A

Google Analytics is constantly evolving to improve the value users get from reports. Come hear about some of the many product developments Google had over the past few months.

14:10 - 15:00

Web Analytics Roundtable

Auditorium A

European Experts discuss topics such as:

  • Web Analytics in Europe and the US
  • Web Analytics and Web 3.0
  • Web Analytics and Mobile

Moderator: Jim Sterne, President, Target Marketing
Lars Johansson, Senior Consultant, Trainers' House
Neil Mason, Managing Director, Applied Insights
Aurélie Pols, Owner & Founder, OX2
Marc Saarde, Head of Web Analytics, Creuna
Oliver Schiffers, Head of Analytics, Continental Europe at Sapient
Fred Türling, Unit Manager Media & Trade, SHS Viveon AG
Bjørnulf Vik, Managing Director & Leading Senior Web Analyst, Arena Data

15:00 - 15:30 Coffee Break

Auditorium Foyer

15:30 - 16:15 Delegates may choose to attend either session on at this time.

Panel 1 • Definition of actionable measures and Improvement of Application Processes at DnB NOR

Bjørnulf Vik, Managing Director & Leading Senior Web Analyst, Arena Data
Kenneth Eriksen, DnB NOR

Auditorium A

In this case study Kenneth Eriksen of DnB NOR, the largest bank in Norway, and Bjørnulf Vik of Arena Data will present a web analytics projects in which actionable measures were designed that helped to improve the application processes. Hear about the scenario and parameter analysis that was created in order to optimize the application processes, how the conversion rates were improved and how the DnB NOR team is now working with actionable measures.

Panel 2 • Monetizing your clickstream – Nokia Devices, Nokia Internet Tablet

Jussi Mäkinen, Product Marketing Manager, Nokia
Steve Jackson, Senior Consultant, Trainers' House

Room 204

The most measurement of a business website is the amount of revenue it creates. Learn how it is possible to evaluate the monetary traffic value for a website that does not sell anything or collect the visitors' details – and which cannot be accessed through normal web browsers.

16:15 - 17:00 Conclusion

Auditorium A

2008 Sponsors


Digital Analytics Association
WAA Base Camp™ Workshops
Toronto, April 23-24, 2012
Chicago, June 24-27, 2012




Creuna Tealeaf


Google Analytics


Getupdated Keybroker WebTrends

Official Day 1 Lunch Sponsor

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