Mar 18-21, 2013
San Francisco
April 14-18, 2013
June 10-13, 2013
Sept 29-Oct 3, 2013
Oct 14-15, 2013
Oct 23-24, 2013
Nov 4.-5, 2013


New York, October 17-21, 2011

Wednesday, October 19, 9:00 - 10:00 am

Managing Marketing Metrics at Expedia

Joe Megibow, VP and General Manager,
Joe has hands-on knowledge of customer experience management. As Director of Field Engineering at TeaLeaf, he helped companies implement visit-specific experience tracking tools. At and now Expedia, Joe is responsible for core ecommerce infrastructure on the site (searching for product, checkout, customer care, pricing services, etc) as well as their iPhone apps, customer experience and customer satisfaction. If you've ever used or Expedia and had a problem, Joe probably knows about it. Joe is back by popular demand and you're sure to enjoy his style of humor while you marvel at his knowledge of customer management, corporate management, analytics and marketing optimization as he reveals how Expedia is using web data for Marketing Return on Investment studies of offline effectiveness.

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Wednesday 1:00 - 1:50 pm

Digital Impact: The Two Secrets to Online Marketing Success

Geoff Ramsey, CEO eMarketer
How do you excel at connecting with and influencing consumers online? Geoff Ramsey, CEO of the top online marketing research powerhouse eMarketer, offers up practical, commonsense methods that can be followed by any businessperson at companies of all sizes. He hones in on two keys to success: building a performance measurement approach that will let you get maximum impact out of your online marketing and ad dollars, and creating magnetic content that attracts customers and keeps them engaged with your brand. Geoff Ramsey has analyzed the online ad space from the start and delivers insights and valuable prognostications at a breathtaking pace.

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Thursday 9:00 - 9:50 am

How Big Data is Changing the World

Jeff Jonas, Chief Scientist, IBM Entity Analytics Group & IBM Distinguished Engineer
As customer data swells with new touchpoints (web, social, mobile, auto) and is correlated with such disparate datasets as previous sales, the price of gasoline, and the weather, we strive to find the magic in non-obvious relationships. Jeff is interested in real-time "sensemaking" to fundamentally improve enterprise intelligence and make organizations smarter, more efficient and highly competitive. Learn why organizations are getting dumber as systems get faster, what it really takes to improve enterprise prediction and some unexpected lessons from some IBM skunk works efforts.

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Thursday 1:30 - 2:15 pm

Everyday Analytics: Making Leading Edge Pervasive

Thomas H. Davenport, President's Distinguished Professor, Babson College, Author, Competing on Analytics: The New Science of Winning
As hype increases about the value and quantities of data, the world is beginning to understand the potential of analytics. One doesn 't need to be a statistician to get excited – these conversations are no longer just about algorithms. Consumers are directly impacted in their daily lives, as even their running shoes can give them analytical feedback on their workout. In this session, Thomas H. Davenport of the International Institute for Analytics will discuss every day innovations in analytics and how, as we learn to harness insight from data, our world may change.

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Thursday 5:15 - 6:00 pm

Managing Marketing Metrics at eBay

Bob Page, VP Analytics, eBay
What does it mean and what does it take to become data-driven? Processes, people, tools? A successful analytics program requires more than asking what happened, but also why, and what to do about it. Bob provides a peek inside the world's largest online marketplace for how big data is managed. He delivers some of the insights uncovered, lessons learned, and some thoughts on what lies ahead, both for eBay and the analytics industry. Bob’s 15 years experience and full understanding of the power of data will help you better understand the impact that analytics could have on the success of your business.

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Friday 9:00 - 9:50 am

Your Mileage May Vary - Nissan LEAF’s Data-Driven Customer Journey

Jim Sterne, Founder, eMetrics Marketing Optimization Summit
Shaina Boone, Vice President of Marketing Science, Critical Mass
Erich Marx, Director, Website and Social Media Marketing, Nissan LEAF
Navigating an industry-innovating product launch is always a challenge. Doing it in a socially connected world means wholeheartedly trusting your measurement program to make the decisions. Jim (the customer), Shaina (the agency) and Erich (the manufacturer) walk through the data fueled marketing communication messaging that lead to sale of a 100% electric LEAF. Learn how Nissan sold out three months ahead of schedule through a compulsive attention to market response and how your brand can focus on key data points to make nimble, campaign-altering decisions through a careful balance between digital and offline media at different points along the Customer Journey.

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Friday 10:00 - 10:55 am

Mix Masters - Attribution in a Multi-Touch World

Gregory Nathan, VP Marketing Effectiveness, Customer Knowledge Center, Fidelity Investments
Heath Podvesker, SVP, Managing Director, MarketShare
Using model-based marketing effectiveness analytics to drive strategic investment decisions is full of potential pitfalls. Some call it attribution analysis - some call it black magic. Gregg and Heath have taken to calling it useful, reliable and valuable. With a focus on media decisions (web, tv, print, etc.), hear how Fidelity informs marketing investments for national, targeted geographies and customer segments - all while removing bias and emotion in the decision making process. Learn about the leading edge of mix modeling as Gregg and Heath spell out their next steps for continuously improving marketing analytics.

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Friday 3:00 - 4:00 pm

The Wharton Customer Analytics Initiative (WCAI):
Overview and Case Study

Peter Fader, Frances and Pei-Yuan Chia Professor of Marketing, Wharton School of the University of Pennsylvania
Professor Fader is a highly regarded researcher focusing on repeat purchasing and other customer behavior patterns. In addition to his own work, he “spreads the gospel” via the WCAI, which uses an innovative crowdsourcing process to develop new statistical methods and apply them across a wide range of industries. In this closing session, Prof. Fader illustrates a remarkably simple but powerful model to predict future repeat purchasing patterns in a standard spreadsheet environment. The particular focus here is on non-profits trying to project donations, but it’s broadly applicable to many other B2B and B2C companies as well. Beyond the performance of the model, this talk also offers useful insights about data management and managerial diagnostics for model assessment.

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Expo Hall Hours
Wednesday, October 19
9:45am to 7:30pm

Thursday, October 20
9:45am to 4:30pm

Co-Located with eMetrics:

GA User's Great Event Conversion Conference Predictive Analytics World Text Analytics World Internet Marketing Conference

Lifetime Association Partner

Digital Analytics Association



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