eMetrics Marketing Optimization Summit
Washington DC, October 20-23, 2008
Keynotes - Plaza BC
Thought Leaders and Major Brand Case Studies
Tough Times Call for Tough Measures
Jim Sterne, Founder, eMetrics Marketing Optimization Summit - Tuesday, 9:00 - 9:45
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 of the WAA.
Web Analytics as a Value Driver Across Media
James G. Robinson, Director of Web Analytics, The New York Times - Wednesday, 9:00 - 9:50
A massively well-received presentation in both London and San Francisco, you’ll learn how The New York Times uses web analytics to grow both their print and online audiences, improve web engagement, and increase revenue and profit. The presentation will trace the development of the Times’ web analytics strategy which is mapped directly to value drivers for customer and the business. Learn how The New York Times:
- Integrates online and print data to better track and profile users
- Uses web data to make the print newspaper more profitable
- Shapes insights to flow through “the last mile” to senior management
Optimizing Online and Offline ROI by Actually Listening to Your Customers
Mike Marvel, Manager of Analytics and Reporting, HomeDepot - Wednesday, 2:10 - 3:00
Mike started at Hope Depot in Operations, listening directly to the Voice of the Customer. Mike was a change agent who pushed for call classification and analysis and didn’t stop there. Now, as Manager of Analytics and Reporting at Home Depot, Mike is responsible for turning all of their customer contact data into business information. The goal? To optimize merchandizing, marketing ROI and tie the front-end customer experience with back end execution. Customers will voice their strong opinions about the follow through as well as the look and feel of a the website, so Mike will explain how online and offline promotional efforts are not just analyzed for their impact on sales, but their impact on deliverability through the supply chain as well.
The Intersection of Customer Voice and Customer Experience — Listen and Learn to Provide What Your Customers Really Want
Joe Megibow, VP of Customer Experience and Online Marketing, Hotels.com - Wednesday, 5:20 - 6:10
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.
The Big Picture – Global Marketing Metrics
Kim Johnston, Vice President of Global Sales and Marketing Operations, Symantec Corporation - Thursday, 9:00 - 9:50
Marketing optimization did not come into being because of the Internet. People were managing large marketing budgets before the advent of clickthroughs, pageviews and the Submit button. Kim Johnston has been balancing the needs of the brand, the product lines and the sales organization at Symantec for more than a decade. Most recently she has delivered interactive customer engagements that have yield 4x the industry average in response rates. She will share how this software powerhouse manages marketing across four segments focused on selling to enterprises, governments, small and medium-sized businesses, and consumers worldwide.