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Chicago, June 24-27, 2012

Goals are great and a destination is essential, but without practical, tactical advice, tools, processes and lessons learned, your journey remains theoretical. The Tactical Track delivers first-hand knowledge about what works, what hurts and what elevates you from zero to hero. You will learn about managing multiple keywords, dealing directly with Facebook and integrating customer data as seen through case studies and personal experience. How to's and what-to-avoid's are plentiful in this track.

Moderators: Jennifer Veesenmeyer, VP, Analytics, Stratigent
Andrew Janis, Senior Marketing Consultant, Evantage

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

Keys to Keyword Analytics

Barbara Coll, CEO, Webmama.com Inc.
Dana Todd
, SVP Performance Innovation, Performics
These decidedly dashing doyens reveal the ins and outs of consistently getting the best out of search marketing by the numbers. Having helped hundreds of clients, Barbara and Dana have analyzed tens of thousands of keywords. This session is based on deep experience and loaded with outstanding, actionable tips.

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

Social KPIs & the New Age of Data-Driven Community Management

Marty Weintraub, President, aimClear
Participation, for participation’s sake, is SO 2009. Marketing managers demand ROI and tangible results. Marty illustrates strategies to systematically leverage data, set KPIs and structure day to day sharing & caring activities. Want to more holistically integrate available data to make friends and influence people? Marty dives into the trenches and describes techniques to improve and streamline the practice of authentic friend-making. How to map search keywords to conversational velocity (per minute/day/month) in Twitter, FB, YouTube and other channels Guerrilla content aggregation techniques to keep community managers supplied with killer sharing material. How to identify authority users and get them to friend YOU, measuring the conversion ratio. Teaching staff the holistic and non-gratuitous social behavior. Vanity baiting, “Now you’ve got me right where I want you.” How to set social KPIs including Community, Customer, Internal and media relations, crises management, sales, friending and other marketing/advertising & PR KPIs Facebook organic research. A lot? Oh yes.

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

Next-Level Facebook Case Study

Bill Bruno, CEO, Stratigent
How does a well-known, business-to-consumer brand leverage Facebook within the organization? What role does Facebook Insights play with regards to their reporting, analysis, and optimization initiatives? Need help gaining executive buy-in, building consensus and facilitating cultural change when it comes to social media? Jennifer walks through a variety of examples to help the attendees better understand the role of Facebook data in the analytics ecosystem..

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

Data Delving at Dell, Personalization, Targeted Experience and the Voice of the Customer

Chauncy Cay Ford, eCommerce Management Consultant, Dell
Yuan Wright, Online Global Targeting Lead for Consumer, Small and Medium Business, Dell
Dell has leveraged sincere executive support with a significant investment in technology and people to create a globally scalable testing platform. The results is a targeted and personalized experience for more than 50% of visitors to Dell.com. Yuan shares the successes and lessons learned form Dell’s journey to personalization. And, while hard numbers from dynamic personalization and one to one personalization based on customer onsite behaviors is valuable, it is not the whole story. Chauncy reveals the value of listening to the voice of the customer and the gains that can be made by remembering that each visit is a person as well as a persona.

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

Optimizing Marketing Intelligence through Integration

Duran Inci, COO, Optimum7
Marketing intelligence demands data integration from key tools that track web traffic, behavior, conversions and sales. Duran shares the most trust-worthy tools and field-proven strategies you can use to track lead sources, form submissions, E-commerce dollars, phone calls, keywords that drive traffic to a website and sales. Duran presents custom systems and third party tools to track these metrics, including API and XML integration methods. Other tracking tools such as Google Analytics and Omniture will be discussed, as well as the popular usability testing tools such as Crazyegg and ClickTale.

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

Digital Analytics Automation

Mark Ruzomberka, Senior Manager of Analytics, Comcast Sportsnet
Managing one website is tough enough but when more and more sites are added to your portfolio, the challenge gets exponential. With reporting for Web Analytics, Search, Email, Ad Servers, Social, Video all coming from different sources, analysts often spend more time aggregating data than actually analyzing. Mark explains how NBC Sports tackled the problem of too many data sources and minimized the time it takes to prepare reports. Learn how Mark rippled this automation through the organization to optimize the analysts.

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

The Analytics Exchange - Building the Community

Wendy Greco, Executive Director at Analysis Exchange
Joan Cole
Amy Sample, Director, Web Analytics, Public Broadcasting Service
Matt Sussman, Web Analytics Expert, Consultant, Roundarch
How do you go about getting experience if you don't have any experience? You reach out to a mentor who has a project and will guide you through the endeavor in an avuncular (or materteral) manner. Where do you find such people and such projects? The Analysis Exchange - where underfunded non-profits and under-experienced analysts are helped by an experienced mentor who is willing to work for free. Nothing short of brilliant.

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