Boston, September 30-October 4, 2012
Monday, Oct 1, 9:00-10:00 am
Jim Sterne, Founder, eMetrics Marketing Optimization Summit
Studying online marketing since 1993 and marketing optimization since 2000, this self-described "professional explainer" updates his Sterne Measures interpretation of where the world of marketing is headed. Jim has consistently looked over the horizon and presciently reported back. This time he tackles the privacy predicament, the mobility manifesto, the data deluge, and the art of analysis.
Monday, Oct 1, 11:00-11:30 am
Analytics Finds Sweet Spot for Social in the Marketing Mix
Pat LaPointe, EVP Americas, MarketShare; Managing Editor,
As the media and marketing landscape evolves, understanding how to leverage social media as part of the overall marketing mix becomes more relevant. Now that social media impacts are also measurable, the insights can be very actionable. Pat shares some observations from a cross-section of analytics in 10 industry sectors.
Monday, Oct 1, 3:20-3:50 pm
Data as a Platform: Multi-Channel Business Performance Analysis at Travelocity
Satnam Singh, VP, Business Intelligence & Site Optimization, Travelocity
What do you get when you put analytics at core of the company? A data-hub of excellence that provides a single source of truth. Satnam describes this holy grail of a truly data driven culture and the uneven path required to build it. Imagine what your company can accomplish when you have a straight line of sight from marketing spend to sales to financial accounting.
Tuesday, Oct 2, 9:10-9:50 am
Multi-Tiered Complex Ecommerce Optimization
Balaji Ram, Senior Leader in Site Analytics & Optimization, Walmart.Com
Wal-Mart is creating a multi-tiered infrastructure to track complex ecommerce reporting and optimization at EVERY level of the business. When fractions of a percent improvement in sales can mean millions of dollars, the stakes are very high. Balaji reveals the strategy, the politics, the tactics and the technology for how the largest retailer on the planet leverages customer behavior data to improve the customer experience and the bottom line.
Tuesday, Oct 2, 11:10-11:50 am
The Myth of Viral Video
Michael Parker, VP, Corp Marketing, Symantec Corporation
The explosion of YouTube and growth in video usage for marketing purposes has sent many marketers chasing the elusive Holy Grail of #1 "viral" video. While roller skating babies may make you laugh - do they really generate business revenues and profits for your company? Michael has achieved #1 video and #8 video on YouTube in 2008 and 2010 respectively. Nice - but meaningful? Michael reveals what he learned about making video count and counting the business impact of video.
Tuesday, Oct 2, 1:30-2:00 pm
Socially Adept - Getting Down to Business
Gary Angel, President & CTO, Semphonic
John Lovett, Senior Partner, Web Analytics Demystified
Eric Swayne, Director, Social Analytics and Insights, M/A/R/C Research
Social media requires different skills from most forms of advertising and marketing. If you cross a PR professional with customer service representative you get someone who can handle the pressure and appease the masses. But is it good for business? Gary, John and Eric tackle some of the $64,000 analytical questions: How do I know my social media activity is adding to the bottom line? Is it more important to track followers or comments? How on earth do we tie social activity to brand equity? Has anybody found a way to apply attribution models to social media? They will also do their best to address your questions. Come curious.
Tuesday, Oct 2, 5:00-5:40 pm
Embrace Data, Change the World
Beth Kanter, Blogger & Consultant, Beth's Blog: How Nonprofits Can Use Social Media
Katie Delahaye Paine, Owner, KDPaine & Partners
What happens when the Goddess of Measurement teams up with the Queen of Nonprofits? Beth and Katie team up to provide valuable, how-to insights on using data to change the world - insights all of us can use to fulfill our stated missions. They relate stories, outline measurement frameworks and offer up a host of resources from their co-authored book, "Measuring the Networked Nonprofit."
Wednesday, Oct 3, 9:10-9:50 am
Marketing Mix Modeling in the Age of Attribution Headaches
Dr. Craig Stacey, Director of Research, NYU Stern’s Center for Measurable Marketing,
Marketing Mix Modeling has been around since the 1950's. The conundrum of online adverting and promotion Attribution has been around since 1996. What happens when these two come together? Learn how to measure the impact of your marketing investment as Craig describes how Vector Autoregression explains the network of direct and indirect effects of paid, owned, earned, and shared media inherent in the circular consumer decision process.
Wednesday, Oct 3, 2:00-2:40 pm
From the Dance Floor to the Raised Floor - Project Management Secrets of a Ballroom Dance Instructor
Howard Smallowitz, Manager, ISM Architecture, IBM Watson Solutions
In addition to being an ITIL certified systems engineer and a PMP certified project manager for IBM, Howard is a professional dance instructor. It would seem these two jobs could not be more different but every day, he learns something on the dance floor that can help us all be better project managers. Some lessons are obvious: clear goals, unambiguous communication, skills refinement - and some are not so obvious. Howard reveals these secrets and many more. So even if you believe you have two left feet, no rhythm, and you retired from dancing the moment you were done with that first dance at your wedding, at the end of this session, you will know the steps to becoming a better team leader and how to have fun learning to do it.
Wednesday, Oct 3, 2:40-3:10 pm
A Few Sterne Questions
Jim Sterne, Founder, eMetrics Marketing Optimization Summit...and friends
Cerebral surfeit? Brain strain? Input overload? An embarrassment of intellectual riches? Jim does his best to make your head explode by stuffing in just one more thing with the help of some very bright individuals.