San Francisco, March 4-9, 2012
Creating a great customer experience is half the battle - but if nobody knows about it, it's simply a waste of time and budget. Driving traffic to your store, your call center and/or website requires brilliant creative, insightful targeting, and a clever landing page persuasion process. Raising awareness has changed from making noise to perfecting the art of conversation in the marketplace. Search savvy, social media savoir-faire and understanding the relationships between a wide variety of channels are today's imperatives. There is no way to guarantee a promotion will go viral, but the right metrics can tell you when things are working or when they need some serious attention.
Moderator: Allison Hartsoe, VP Analytics, Semphonic
Monday, March 5, 11:15 - 12:00 pm
Attribution - Credit Where Credit is Due
Michael Hayward, CEO, ROI Labs
Shruti Joshi, Principal, Altman Vilandrie & Company
Wes Nichols, CEO, MarketShare
You can give all credit to the last click, evenly attribute credit across touchpoints or establish some sort of model that fits your industry. But it's best to be informed before you decide. Michael describes a technique to help simplify attribution and allow marketers to gain insight into how each campaign contributes (or not) to achieving overall marketing success. Shruti reveals an alternative model that incorporates hundreds of variables to clarify the individual impacts of media, offer, channel, structural and competitive variables on sales. Finally, Wes explains how marketing mix modeling has morphed into a multi-model methodology.
Monday, March 5, 3:15-3:55 pm
Analyzing Traffic for Non-Ecommerce Sites
Sriram Gopalan, Group Product Manager, Interactive Marketing, Genentech
Allison Hartsoe, VP Analytics, Semphonic
How do you analyze traffic if the purpose of your site is branding or education and not sales? Sriram and Allison show how Genentech uses easy-to-build data cuts applicable to any web analytic tool to clean the numbers and gain more insights regarding the quality of their traffic. Then, they go a few steps further to show a much more advanced model that combines data sources to build on these fundamentals. Ecommerce sites can learn a lot from using this model, but if you are responsible for a non-ecommerce site, you do not want to miss this one.
Monday, March 5, 4:00-4:40 pm
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.