Optimizing the web experience
A good customer experience is hard to define but you know it when you see it. It’s your job to understand what it’s like trying to do business with your organization. Now that the pressure is on, you need to get your data to reveal insights faster than ever. You need to communicate the insights you’ve dug out of that data to those who might use it to make valuable decisions. Sage advice, mistakes to avoid and tips and lessons learned ensure a solid understanding of how to get the most out of web analytics on a day to day basis.
Moderators: Brian Thopsey, Founder & CEO, Fund Wisdom
Rob Graham, CEO, Trainingcraft
Monday, October, 06, 10:40am – 11:25am •Room: Harborview 2
Awareness, Intent and Lifecycle: Practical SEO Analytics
Barbara Coll, CEO, Webmama.com Inc.
Search data can lead to great awareness. Whether you’re coming up on a redesign, launching a new product, trying to figure out ‘not provided’ or ascertain the effects a new content strategy on organic search visibility and resulting traffic, Barbara delivers advice on what to measure to prove your success, what mistakes to avoid and what to ignore to maintain your sanity. Learn what happens when effective tools and techniques meet unprepared marketing departments and take away the top 15 tactics will keep the technical and strategic sides of your brain engaged. After 18 years of experience as the Webmama, Barbara feels your pain… and can make it better.
Monday, October, 06, 11:30am – 12:15pm •Room: Harborview 2
Innovation through Digital Metrics at Fund Wisdom
Brian Thopsey, Founder & CEO, Fund Wisdom
Brian will share how his team is measuring innovation with enterprise class analytics at a startup budget. Brian will describe how the JOBS act has opened up incredible opportunity, allowing for the convergence of financial markets and digital metrics. Private equity and venture capital investment decision making is being improved through digital data and innovative startups are getting funding online. Brian will share his team’s building of a data driven organization applying his experience from multi-billion dollar firms to their startup, Fund Wisdom.
Monday, October, 06, 1:30pm – 2:15pm •Room: Harborview 2
Full circle Product Analytics at Prezi
Emer Kirrane, Product Manager, Prezi
Every Prezi Product Manager works closely with their development team, User Research, Product Research, Product Marketing and Brand Marketing. Emer describes how Prezi combines market research, customer satisfaction surveys, web analytics, branding research and data on how the product is used for marketing and for creating better products. Learn the value of product data to generate customer survey questions and how the results improve customer targeting, campaign tailoring brand building and product experimentation. The more data, the more improvements and more delightful new features.
Monday, October, 06, 2:20pm – 3:05pm •Room: Harborview 2
Five Big Analytics Project Lessons
Jim Cain, Founder and President, Napkyn
Jim walks through five cases where positive results offered the additional benefit of Big Lessons applicable to most analytics efforts:
* What not to do when building all the social media performance reporting for a major coffee retailer.
* How to cram everything into a framework for leveraging and evolving pan-session marketing attribution models (including offline things like catalog.
* How to use data to get your team or client to move to responsive design.
* How to make the CEO thank the VP, Digital for a job well done (The “You’re Welcome” Report).
* How to use the CFO’s forecast to power an effective eCommerce performance report.
Monday, October, 06, 3:30pm – 4:15pm •Room: Harborview 2
Launching a Data-driven B2B Content Marketing Strategy
Robb MacDonald, Director of Marketing Analytics, SAP
Delivering the right content, to the right audience, at the right time is easier said than done. Getting there requires a clear measurement and optimization strategy. Robb helps you develop a systematic, data-driven approach to content marketing strategy and execution, taking into account the key people, processes, and technology that must align to effectively optimize content for the purpose of lead nurturing and the acceleration of pipeline impact. Attend this session to be inspired and learn the tools and techniques needed to put the “data-driven” into your content marketing strategy.
Wednesday, October, 08, 10:30am – 11:15am •Room: Harborview 2
Digital Analytics for Consumer Packaged Goods
Carey Wilkins, Partner & President, Evolytics c/o Dr Pepper Snapple Group
Andrew Janis, Consumer Insights, General Mills
The tie between digital marketing activities and offline sales is elusive at best. We know what behaviors on our sites are most closely associated with sales but even with mix modeling it is very difficult to understand the impact of digital marketing on brands. Without a good handle on that, digital marketers are left twisting in the wind, focusing on things such as impressions and “engagement” as success measures. Our panel tackles how to move beyond the usual tropes and the optimize digital brand presence in CPG companies. What works? What doesn’t? How do you operate and optimize in a KPI-light environment?
Wednesday, October, 08, 11:20am – 12:05pm •Room: Harborview 2
Searching for Metrics – Left to Our Own Devices
Mike Grehan, CMO & Managing Director, Acronym Media
Working in silos doesn’t work. Teams are more connected and engaged to each other than ever. But how can an enterprise effectively break down the silos and centralize without creating an organizational mess? Mike delves into consolidating search infrastructure and technology in order to leverage SEO, PPC and Social synergy. He focuses on developing consistent KPI/data measurements and leveraging measurement across the enterprise – and across a multi-agency environment.
Wednesday, October, 08, 1:30pm – 2:15pm •Room: Harborview 2
From Subjective to Objective
Michelle Peterson, UX Research Manager, Rackspace
Improving the customer experience requires measuring customer intent and opinion as well as behavior. Michelle shares how nimbly capturing Voice of Customer data adds depth to conjecture about clickthroughs, pageviews and the like. She reveals how this unique data mash-up informs small changes to the website and big changes to products and business strategy. Michelle’s story will help you learn from Rackspace’s successes and avoid some of their setbacks.