eMetrics London 2010 Session Detail
Monday, May 17 • Day One
8:00 - 9:00: Registration, Coffee & Danish
9:00 - 9:15: Welcome
Jim Sterne, Founder, eMetrics Marketing Optimization Summit
9:15 - 10:00: KEYNOTE 1
Social Media - Time to Rethink Your Marketing Metrics
Jim Sterne, Target Marketing
Social media today is where the World Wide Web was in 1995. Everybody was talking about it and best practices were far and few between. We know it's important, valuable and catching on. What we don't know yet is how to measure the business results of business investments in this new communication medium. Jim Sterne, founder of the eMetrics Marketing Optimization Summit, current Chairman of the Web Analytics Association and dubbed the Godfather of Web Analytics tackles this subject head on and reveals what he's written in his seventh book on using the Internet for marketing. Marketing optimization just got a whole lot more complex. Jim puts it all into perspective.
10:00 - 10:30: Sponsor Presentation: ForeSee Results:
Managing Forward: Customer Experience Analytics that Predict Future Success
Eric Head, Director, Business Development, ForeSee Results
Web analytics have evolved from basic behavioral tracking to a sophisticated nexus where customer data from many analytic sources and channel touchpoints can be linked and analyzed. The next stage of analytics is to quantify role of the web within the larger customer experience, and enable executive management to strike the balance between delivering a great customer experience and achieving better financial results.
10:30 - 11:00: Break / Exhibits
11:00 - 12:00: KEYNOTE 2
Optimisation from the Publishers Perspective
Ashley Friedlein, Econsultancy
Time was, eyeballs were all that mattered. More traffic meant more inventory to sell to advertisers. But with content syndication, Twitter propagation, and blogs by the boatload, the simple publish and prosper model is no longer what it was when Econsultancy was founded in 1999. Ashley has examined the value of advertising Econsultancy's reports and training, has measured the ROI of social media as a promotion channel and brings his findings forward for your consideration.
12:00 - 12:50: Roundtable Discussion
1:00 - 2:15: Lunch sponsored by
2:15 - 3:00: Ecommerce Optimisation 1
10 Take Home Analytics Tips for eCommerce
Steve Jackson, Director Business Insights, Kwantic
Author of Cult of Analytics, Steve walks you through 10 analytics tips that you can apply in your business. Improving conversion is not easy, however Steve shows where to start and how to get he most from analytics. The session will take you through using bounce and exit rates, general conversion testing tips for any business, process abandonment, traffic optimization and finally segmentation techniques to locate the lowest hanging fruit in your sales funnel. Finally Steve shows how to get your boss interested by monetizing the examples. Follow Steve on Twitter @blackbeak.
2:15 - 3:00: Advanced eMetrics 1
Tell Me Something I Don't Know: Data Discovery
Neil Mason, Director of Analytical Consulting, Foviance
This is the assignment Neil once got from a client. "Tell me something that I don't know" is the definition of data mining - discovering unexpected patterns and relationships in data. In this session Neil explores the approach to insight generation through data mining and predictive analytical technologies. Using real world case studies he covers the ins and outs of data mining analytics on digital data, which types of techniques can be used to solve which kinds of problems and some of the challenges that you will inevitable face along the way. Discover what your data can tell you if you ask it the right questions.
3:00 - 3:30: Break / Exhibits
3:30 - 4:15: KEYNOTE 3
What would happen if you gave the Analysts ownership of the website?
Michael Gulmann, Sr Director, Global Site Conversion, Expedia
Michael Gulmann is currently the Sr Director, Global Site Conversion at Expedia, the world's leading online travel provider. Expedia helps millions of travelers per month easily plan and book travel. Expedia aims to provide personalized service, the latest technology and the widest selection of vacation packages, flights, hotels, rental cars, cruises and in-destination activities, attractions, and services. Expedia is an operating company of Expedia, Inc. (Nasdaq: EXPE).
4:15 - 4:25: Sponsor Presentation: Tealeaf
Online Customer Experience: Why is the New What
Geoff Galat, Vice President, World Wide Marketing - Tealeaf
While most companies recognize that their online channel is important, interestingly enough, they dont always invest to optimize it. The challenge and the reality of doing business on the web today is that competition is just a click away. And, when people struggle to convert on your site, they can simply take their business elsewhere. Providing a great web site experience not only ensures the success of the online channel, but also increases overall customer satisfaction, retention, and ultimately, ensures the success of the entire business. Your current tools are good at telling you WHAT is going on across your web site, but, these solutions cannot provide insight into WHY. After hearing our presentation, youll understand why you need to see your online customers and quickly take action to remedy the causes of customer struggle and poor customer experience.
4:30 - 5:15: Ecommerce Optimisation 2
Why Chasing Your Conversion Rate is Bad for Business and Campaign Attribution is Costing You Money!
Matthew Tod, Logan Tod
Improving your conversion rate has been the brass ring of the web analytics industry for the last ten years. Conversion rate has been used to justify thousands of web analytics deployments and expenditures on technology but is it really the metric to chase? After eight years of analytics for almost 200 companies Matthew has reached the conclusion that optimising your conversion rate will harm your business. What is more, the increasing focus on this metric at senior levels within companies leads to poor decision making and harms business growth.
In this session Matthew:
- Blows apart the site conversion rate paradigm and shows why it harms business profitability and growth
- Explains why attribution models are never going to enable full insight into what is really happening
- Shows some alternative approaches that enable better, more actionable, value-creating insight
4:30 - 5:15: Advanced eMetrics 2
Getting More Business Value from Web Analytics
Dave Chaffey, Director, Smart Insights
Many marketers and analysts responsible for improving marketing through web analytics share a common and continuing pain. They know the power of analytics to transform their business, but they need their colleagues to make more intelligent use of their analytics systems. All too often, the main use of analytics systems is to push reports to "the business" rather than a more enlightened approach focused on continuously improving marketing activities. Dave discusses methods companies have used to successfully tackle this challenge through reviewing digital marketing strategies, changing processes, staff skills and analytics setup. Practical as always, Dave shows how the new "intelligence" features in Google Analytics can be harnessed to support actionable analytics and highlight how the ten most neglected features of Google Analytics are best applied.
5:20 - 6:00: Ecommerce Optimisation 3
Agencies and Measurement: a Sustainable Marriage?
Aurélie Pols, Web Analytics Demystified Inc.
As marketing budgets continue to shift in favor of the digital channel, Global and Digital agencies are pumping up their measurement promises with both talking of brand measurement, engagement and establishing effective multichannel attribution in the Digital World. While effective testing and optimizing initiatives are increasingly being deployed for direct response, a broader picture needs to emerge tying brand impact to bottom line. Aurélie addresses how agencies can adapt their structure to include measurement into projects: should designers learn how to tag? She also investigates how agencies can integrate brand measurement with direct response to create a data driven customer centric vision for their clients. Is your agency up to the task?
5:20 - 6:00: Advanced eMetrics 3
Advanced Tagging Techniques, Tips and Traps
Stéphane Hamel, Principal, immeria.net
Insights are garnered from good analysis. Good analysis is predicated on good data. Good data can only be had through proper tagging. For research purposes, Stéphane created the Web Analytics Solution Profiler, a specialized tool for quality assurance and web analytics solution implementation audits. In this session, he shares lots of hands on, real world experience and tips & tricks for a wide variety of tools. Stéphane shares his Just-In-Time Tagging (JITT) implementation techniques, based on years of experience implementing various web analytics tools. JITT addresses the most common challenges including uncoupling the required skill set from intimate knowledge of the backend technology, easing communication between Marketing and IT, avoiding errors in a long implementation process, and avoiding tag-rot as tag quality degrades over time.
6:00 - 8:00: eMetrics Reception Sponsored by
6:00 - 8:00: WAW Reception sponsored by
6:30 - 7:00: Vendor Variety
Our esteemed sponsors will briefly introduce themselves and then subject themselves to an open round of Q&A from you - the audience. Questions previously posed in similar sessions included. "Where is this industry headed in 5 years?" and "If your product did not exist, which you would buy?" Always engaging - especially after a pint.
7:15 - 7:45: The Google Analytics Quiz
Tuesday, May 18 • Day Two
8:00 - 9:00: Registration, Coffee & Danish
9:00 - 9:45: KEYNOTE 4
Social Media - Two Views
Online Reputation Management has been on the radar for several years, But with the advent of social media, the need to monitor, assess and participate online has become paramount. An organization's brand is in the hands of the public, giving brand managers a new set of responsibilities and a myriad new ways to get it wrong. Antony takes the personal view while Guy looks at it from the company's side. What does one measure in order to keep on top of brand/reputation these days?
9:45 - 10:15: Sponsor Presentation: Autonomy Optimost:
Boost Customer Engagement and Dramatically Improve Conversion Rates with Meaning Based Marketing
With increased pressure on marketing budgets, dramatic increases in information from social media, and an emphasis on measurable online techniques, marketers now need to understand changing visitor needs, behaviours and preferences in real-time in order to boost website conversion rates, leads and sales.
Autonomy Optimost leverages Autonomys unique meaning-based IDOL Platform to deliver the industrys most comprehensive suite of marketing optimisation solutions. It delivers automated capabilities such as advanced analytics, pattern-matching, optimisation, and targeting to optimise marketing across multiple channels to drive business growth. Marketers can now take a proactive and automated approach for identifying emerging customer segments and determining the most effective way to market to them, including the most optimal product recommendations, promotional offers, pricing strategies, and advertising placements.
Join us for this presentation to discover how Autonomy Optimosts solutions have dramatically boosted click-through rates and online revenues for many of the UKs leading websites.
10:15 - 10:45: Break / Exhibits
10:45 - 11:40: Advertising Optimisation 1
Beyond Websites: Measuring Branded Applications and Engagement Platforms
Jonny Longden, Director of Analytics and Accountability, R/GA
One of the biggest challenges to digital marketing is showcasing effectiveness and demonstrating ROI. Making matters even more complicated are the proliferation of new digital marketing tools that changed the game. No longer are brands limited to creating websites or microsites. Today they can create platforms, applications, branded social networking environments, and much more. As a result, there are many opportunities for data analytics to help brands optimize and refine these marketing vehicles to generate revenue. Find out how you can measure the effectiveness and efficiency of many marketing channels to benefit your brand or clients.
10:45 - 11:40: Advanced eMetrics 4
Analytical Techniques Created for the Offline World - Can They Yield Benefits Online?
Dr. Barry Leventhal, Founder, BarryAnalytics
Marketing analytics did not start with the advent of the World Wide Web. Companies have been generating greater business value from their data for decades and web marketers can learn a great deal from their experience. Barry delves into improving analytic processes and the teamwork required to make the most of the data you have. Learn the essentials of marketing optimization and analytic data model development, evaluation, testing, deployment and monitoring, Barry examines applications of customer segmentation models and offers best practice advice on deploying models across large databases.
11:45 - 12:40: Advertising Optimisation 2
QUANTIFYING THE IMPACT OF WORD-OF-MOUTH IN CUSTOMER ACQUISITION AND RETENTION - WAA RESEARCH REPORT
Christopher Berry, VP Measurement Science, Syncapse
Word-of-Mouth (WOM) isn't new, but our ability to spread, influence and measure it effectively and accurately is a relatively recent development. This presentation will describe, using real data from the WAA's Peer Review Research Journals Project (and possibly from Syncapse Corp case study data), how to quantify the impact of WOM in customer acquisition and retention. Attendees can expect to take away at least three action items that they can apply at their organizations.
11:45 - 12:40: Advanced eMetrics 5
No Shopping Cart? No Problem - Understanding Online Success When You Don't Sell
Vicky Brock, Highland Business Research and WAA Director
You don't sell things online. Your website is content rich and shopping cart poor. If you hear one more person offer advice about how to increase your conversion rate, you're likely to Tweet them in the Facebook until they Bing! Whether your goals are as varied as shareholder satisfaction, offline print cost reduction, information provision or public service, this session is for you. Vicky goes into detail about how government, mission based sites, public sector and corporate communications professionals measure success in a non-ecommerce environment. Learn how to integrate quantitative and qualitative information sources.
12:40 - 2:00: Lunch / Exhibits
2:00 - 2:45: Advertising Optimisation 3
Metrics for SEO: How to Measure & Improve Everything in the Organic Traffic Bucket
Rand Fishkin, CEO & Co-Founder, SEOmoz
They come to you from the search engines, hungry for information. They come by the dozens, the hundreds, the thousands. how do you know if those numbers are good? Rand discusses how to measure your traffic against Macro-Query Growth, Engine Market Share and Temporal Trends. He dives into keyword analysis, crawler optimisation, traffic drop diagnosis, full lifecycle attribution, measuring indexation via analytics and valuing social in relation to search.
2:00 - 2:45: Advanced eMetrics 6
Augmented Reality - It's Here and Now... How Valuable is it?
Remember when "telemarketing" was a phone call during dinner? It's just not like that anymore. Today it's overlaying your message onto the real world as people see reality through your branded lens. Richard and Chetan discuss the variety of ways this most social of media is being measured for business value.
2:45 - 3:15: Break / Exhibits
3:15 - 4:00: KEYNOTE 5
Social Media Sentiment Analysis - Too Soon?
Textual analysis has been a boon to customer support, technical service and call center management in monitoring the frequency of subject matter mentions. But now that social media is all the rage, brand managers are expecting computers to tell them whether today's mood is good, bad or run-for-the-hills. Understanding how people feel by reading their words is tough enough for humans. Will computers ever be able to decipher, "This new sports drink tastes sick"? Probably as soon as they can tell the difference between "Wreck a nice beach" and "Recognize speech". Our panel takes on the practical side of sentiment analysis to show how it can be used and where it would be best left to mature a few more decades.
4:00 - 5:00: Industry Experts Panel Discussion - What Did I Learn at the eMetrics Marketing Optimization Summit?
Tuesday 27 November
9:30am to 5:30pm
Wednesday 28 November
9:00am to 5:30pm