eMetrics Marketing Optimization Summit
Washington DC, October 21-23, 2008
Data Driven Organization Track - Magnolia
Industry Experts take you to the next level
COMBINED SESSION: CONVERSION TRACK & DATA DRIVEN ORGANIZATION TRACK – Room Plaza ABC
Tuesday, 11:10 - 12:00
Competing on Web Analytics
Eric Peterson, Web Analytics Demystified
A few years ago companies created a competitive advantage simply by being online and having a presence in the digital realm. Unfortunately, the first-mover advantage has largely evaporated in most sectors, forcing companies to look elsewhere for strategies to make better decisions and maximize the value of the online channel. In 2007, in the best-selling Competing on Analytics: The New Science of Winning, Tom Davenport and Jeanne Harris described how great organizations like Harrah's, Netflix, Best Buy, and the Boston Red Sox used analytics to trump their rivals. Now, in 2008, Eric T. Peterson of Web Analytics Demystified is extending Tom and Jeanne's work into the online channel with his groundbreaking presentation, Competing on Web Analytics. Based on a combination of his 2005 JupiterResearch report Web Analytics: Framework for Using Data to Drive Business Success, his strategic consulting practice, and over a decade of work in the digital measurement industry, Mr. Peterson will outline how people, process, and technology should be leveraged to create a competitive advantage in the increasingly fragmented online world.
If you've ever struggled with your digital measurement efforts, either because you didn't trust the data, didn't understand the data, couldn't get the data you actually needed, or couldn't use the data you had been given, come see Competing on Web Analytics. You'll learn how you can transform your current use of web analytics data by creating a digital measurement roadmap, you'll hear first-hand about the successes your peers and competitors are already reporting, and you'll gain valuable insights into how to deploy the best technology, hire the best people, and create the best business processes designed to improve your ability to compete in the online channel.
D02 Tuesday, 1:05 - 1:55
Creating a Performance Driven Marketing Organization
Laura Patterson, VisionEdge Marketing
Those of us in the web and marketing analytics area are well-positioned to take a more strategic role in optimizing all marketing efforts. In this presentation, Laura presents a framework that analytics people can appreciate and leverage to insure marketing is more tightly connected to the organization’s business goals. With analytics as one foundational element, she’ll guide you through the process of creating a set of strategic metrics and how to develop a marketing dashboard that demonstrates marketing’s effectiveness, efficiency and value. Get a handle on the daunting task of measuring your organization’s marketing performance.
D03 Tuesday, 4:20 - 5:05
View from the CMO's Office
Liz Miller, CMO Council
Watch this space.
D04 Tuesday, 5:10 - 6:00
Living the Analytics Dream in Corporate America
Kristen Findley, Ameriprise Financial
How do you start building your internal marketing and web analytics practice? Kristen provides some advice from the trenches. Where do you focus? What deliverables get you noticed? How do you contribute to the conversation? Kristen talks about building your team and its responsibilities, establishing project practices, and making friends proving to the company that you and your penchant for analysis are considerable corporate assets.
D05 Wednesday, 11:10 - 12:00
Optimization in the War Room - From Tactical to Strategic
Jennifer Veesenmeyer, Stratigent
It takes more than actionable metrics and continuous improvement processes to run a successful optimization program. In fact, research has found that an overemphasis on actionable metrics limits an organization to tactical, reactive mode. The most successful organizations are able to move optimization from the panic room to the war room. Learn how to establish an optimization command center that can gather intelligence, strategize and effectively execute multi-channel tactical plans from Jennifer Veesenmeyer, one of the eMetrics Marketing Optimization Summit highest rated speakers.
D06 Tuesday, 1:05 - 1:55
A Plan for Optimizing Marketing Operations
Gary Katz, Marketing Operations Partners
Gary focuses on leveraging processes, technology, guidance and metrics to run the Marketing function as a profit center and fully-accountable business. Gary will explain how to combine marketing strategy and tactics with a scalable and sustainable infrastructure, and nurture a healthy, collaborative ecosystem, both within and outside the Marketing department, to drive achievement of enterprise objectives.
D07 Wednesday, 3:25 - 4:15
10 Ways to Create a Testing Culture
You know that testing matters (and that using the test data is crucial.) But your boss just doesn't get it, and neither does her boss. So how do you create a culture that understands testing is important? How do you get resources to change pages, add the tags and invest in testing systems and services? How do you wake up the rest of the organization to the power of your test data? Get down and dirty with some real world dos, dont’s and how-tos for getting approval; getting through your first website test; and convincing your team that continuous improvement beats block-updates every time?
D08 Wednesday, 4:20 - 5:10
And Not Or - It's a Boolean Operation AND a Marketing Strategy
Diane Gorine, Collette Vacations
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 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.
D09 Thursday, 11:15 - 12:05
Implementing Web Analytics the Nokia way – A step by step methodology
Vincent Kermorgant, Nokia
Vincent Kermorgant from Nokia presents the methodology 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 successfully.
D10 Thursday, 1:15 - 2:05
Years of Online and Offline Integration, an American Express Case Study
Joel and Lori will describe the effort it took and the resulting benefits from integrating online and offline data – a multi-year project that has integrated Merchant characteristics (i.e. size and industry), Call Center Data, and satisfaction survey responses with online data. Learn about the challenges of integrating data such as security, diverse systems, data quality and compatibility, and organizational obstacles, how they were overcome as well as the enormous benefits that made the struggle worthwhile.
D11 Thursday, 2:10 - 3:00
How to Discover the Faces behind Your Clicks
It's not about HOW MANY. It's about WHO. In this session you'll learn how to:
- Apply database marketing techniques to find out who is clicking on your site.
- Append B2B email registration lists with Company Name, address, telephone number, type of business, size of business, estimated monthly website traffic and other important lead qualifiers.
- Append B2C name, address and telephone numbers from web forms with mortgage data, household income, age range, mail order buyer codes and other consumer demographics that add insight and value to your segmentation.
- Put a "FACE" on the anonymous clickers.
- Segment your web visitors and provide more relevant, targeted communications to those with the highest potential.
- Optimize your marketing pipeline by keeping the data sludge out.
- Integrate data from multiple marketing channels.
All while hearing a B2B case study of a database software company including live Before and After views of web-data transformed by cleaning, standardization and appending. Here's where the cobbler's children get their own shoes.