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Strategy

Chicago, June 24-27, 2012

Perspective is everything. Seeing the Big Picture is crucial. Having a grasp of where you want to go and the best path to get there is vital to success. Assembling a team, organizing a department, setting proper expectations - all of these things are necessary to any change management process. The Strategy Track brings together well versed, experienced individuals who can describe the journey and offer the wisdom of experience in helping your organization become data driven and customer centered.

Moderators: Terry Cohen, SVP - Strategy & Analysis, Digitas
Scot Wheeler, Marketing Science Sr. Director, Critical Mass

Monday, June 25, 11:10-11:50 am

Measuring Your Organization's Web Analytics Maturity

Stéphane Hamel, Stéphane Hamel, Director, Strategic Services, Cardinal Path
Back by popular demand, Stéphane steps back from traditional web analytics tactics and looks at the key drivers of successful analytics practices. From the essence of analytics (driving business success) to the most optimal and realistic approach to web analytics, Stéphane presents the Online Analytics Maturity Model – a holistic approach being adopted by practitioners, consultants and vendors worldwide as an effective approach to optimizing your online marketing optimization practices.

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Monday, June 25, 3:15-3:55 pm

Configuring the Analytical Mind

Juan Manuel Damia, Co-Founder, SocialMetrix
Analysis requires tools and the most important tool you have is your brain. Training the body requires repetition to build strength but training the mind requires new challenges to increase agility and promote cognitive innovation. Juan describes the challenges and methods of keeping an open mind. He then turns to the application of that newly trained brain to the task of systemic optimization. This approach does not focus on the individual steps of customer engagement or on the holistic outcome, but on the interplay between the components. Learn how to optimize the interaction between the campaign, the landing page and the conversion mechanism for peak ROCI (Return on Customer Investment).

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Monday, June 25, 4:00-4:40 pm

Engagement in Public Media: PBS and NPR Case Studies

Amy Sample, Director, Web Analytics, Public Broadcasting Service
Sondra Russell, Senior Digital Analyst, NPR
For content sites, increasing user engagement is critical to growing audience and maximizing revenue. But engagement metrics have been debated for the years. How do you define engagement? How do you measure it? How do you overcome the challenges in communicating engagement metrics? Most of all, how do you use engagement metrics to drive business decisions? Amy and Sondra share how PBS and NPR each measure engagement and use that insight to improve user experience, increase content consumption, drive overall digital strategies and engage local communities..

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Tuesday, June 26, 10:15-11:00 am

The Biggest Loser - Proven Fitness Techniques to get Your Analytics Strategy into Shape

Adam Greco, Senior Partner, Web Analytics Demystified
While hooked on The Biggest Loser reality show, Adam realized many of the techniques used to lose weight and get healthy correlate to successful marketing analytics.  Eating the right foods (using clean data), monitoring your vital signs (focusing on the right metrics) and putting in lots of exercise (breaking a sweat over the analysis) are all critical to victory. In this session, Adam shares how you can apply lessons learned from The Biggest Loser to:

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Tuesday, June 26, 11:30 am-12:15 pm

Social Listening: Putting What You Can Measure to Work

Christina Mannarino, Associate Director, Strategy & Analytics, Performics
Everybody is listening to the conversation and everybody is counting up their Likes, Followers and Retweets. But after the high-fives and chest bumps, the data is ignored until the next campaign. Christina shares her experience working with cross-industry clients to reveal the state of the art: political puzzles, silo struggles and budget blunders. So how do you derive real, usable information from social listening? Christina presents how to identify key performance indicators that make social sense, how to strategically pursue the right type of data, and the pathways to integrated intelligence that make the most of social media metrics.

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Tuesday, June 26, 2:05-2:45 pm

Smarter and Faster: Optimizing the Optimization Process

Brooks Bell, President & CEO, Brooks Bell
Brian Shampnois, Analytics Manager, Brooks Bell
When it comes to testing in a large company, one of the biggest frustrations is getting your tests out the door. The answer to this is a well-oiled process and methodology to managing testing at scale. Brooks Bell, founder of Brooks Bell, a leading independent firm focused exclusively on enterprise testing and optimization, will share some of her her company's secrets on how to test more, faster and smarter.

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Tuesday, June 26, 3:15-4:00 pm

Analytics Evolution - Are We There Yet?

John Lovett, Web Analytics Demystified
We are growing up and replacing the designation Web Analytics with Digital Analytics. "Web Analytics" is too narrow a term and fails to include how consumers behave across all channels. It misses what we do as organizations to keep up with the frenetic pace of customer evolution. Analysts weave together data from multiple sources and channels to understand digital consumers and to deliver better experiences. But this evolution is not instantaneous. Are we even there yet? John explores where we’ve been, where we’re headed and - most important - what steps organizations need to follow in order to get there.

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