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San Francisco, March 4-9, 2012

Monday, March 5, 9:00-9:50 am

Sterne Measures

Jim Sterne, Founder, eMetrics Marketing Optimization Summit
Studying online marketing since 1993 and marketing optimization since 2000, this self-described "professional explainer" rolls out his inaugural Sterne Measures interpretation of where the world of marketing is headed. Jim has consistently looked over the horizon and presciently reported back. This time he tackles the data deluge, the privacy predicament, the mobility manifesto and art of analysis.

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Monday, March 5, 10:20-10:50 am

On the Hook for Results with the C-Suite

Steve Petitpas, General Manager, Microsoft.com, Studios & Events,
Microsoft Corporation
When Microsoft’s execs want to dig into how Microsoft.com is creating value, Steve Petitpas gets the call. In quarterly meetings with the executive team, Steve has to connect company-wide investments in data with strategic recommendations that warrant the attention and engagement of senior leaders managing multi-billion dollar businesses at Microsoft. If you’re meeting with executives to explain your analysis (and if not, then it’s time to start) Steve’s candid advice will help you make these meetings more successful.

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Monday, March 5, 1:00-1:20 pm

LinkedIn Econometric Applications & Extracting Economic Insights from the LinkedIn Dataset

Scott Nicholson, Senior Data Scientist, LinkedIn
Using examples from the LinkedIn dataset, this talk will highlight how applied economic intuition can be a valuable tool in extracting value from big data. We will discuss how econometric techniques expand the toolkit of data scientists, especially when trying to pull causation out of correlation in observational data. For example, what site activities are predictive of future engagement? The second part of the talk will show how big data helps us understand the effects of economic events, especially with regard to the recent financial crisis. We will discuss predicting economic indicators and uncover other insights related to the economy.

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Monday, March 5, 1:20-1:40 pm

Data Diving for a Good Cause

Peter Fader, Co-Director, Wharton Customer Analytics Initiative
Sharron J. Silva, Ph.D., Director, Market Research American National Red Cross
Janet Couperthwaite, Account Director, Russ Reid
Floods, earthquakes and tsunamis prompt donations to the American Red Cross (ARC) from people who don’t regularly support this worthy cause. The ARC wants to better understand the nature of these “disaster donors,” tune them and turn them into more regular supporters. Learn how the Wharton Customer Analytics Initiative crowdsourced top-flight researchers to tackle a massive donation history data set. The result?  New analytical tools for identifying likely repeat donors and determining the kinds of marketing strategies that should be most effective in turning them into long-term donors.

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Monday, March 5, 5:00-5:30 pm

Making a Career in Big Data

Joe Megibow, VP and General Manager, Expedia.com
Bob Page, VP Analytics Platform, eBay
John Elder, CEO & Founder, Elder Research, Inc.
Whether you're a direct marketer, a web analyst, a social media metrics expert or a media buyer, you are really in the Big Data Business. What started as a purely academic endeavor, became an IT task and morphed into a business intelligence niche, has blossomed into a role that is central to the success of business from now on. Our panel discusses how they leveraged avionics systems development, network applications development, and hedge fund software engineering into roles of responsibility for some of the Internet's largest, most successful properties.

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Tuesday, March 6, 9:15-9:35 am

Multi-Tiered Complex Ecommerce Optimization

Balaji Ram, Senior Leader in Site Analytics & Optimization, Walmart.Com
Wal-Mart is creating a multi-tiered infrastructure to track complex ecommerce reporting and optimization at EVERY level of the business. When fractions of a percent improvement in sales can mean millions of dollars, the stakes are very high. Balaji reveals the strategy, the politics, the tactics and the technology for how the largest retailer on the planet leverages customer behavior data to improve the customer experience and the bottom line.

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Tuesday, March 6, 9:35-9:55 am

Creating a Metrics-Driven, Social Demand Generation Program

Rand Schulman, Managing Partner, Schulman + Thorogood Group
Pelin Wood Thorogood, Managing Partner, Schulman Thorogood Group
How do you reduce customer acquisition costs while accelerating market penetration? How do you monitor, measure and maximize the effectiveness of each marketing channel and program -- and achieve predictable lead flow for growth?  How do you align sales and marketing to accurately measure lead flow through the sales funnel?  Developing a marketing mix that delivers leads with the best win rates, the largest deal sizes, and the shortest sales cycles requires a metrics-driven demand generation engine. Learn about the most effective tools and tactics to optimize your entire customer cycle from reach, acquisition, and conversion through retention.  Find out how to establish a culture of measurement across all customer-facing groups to improve lifetime customer value and drive revenues.

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Tuesday, March 6, 1:30-2:00 pm

Managing Marketing Metrics at Intuit

Dylan Lewis, Group Manager, Web Measurement, Intuit
George Roumeliotis, Leader of Analytics Engineering for Product Innovation, Intuit
Intuit has been a hotbed of analytical power for over ten years. It's only logical that as company that makes a living with financial and tax preparation software should be numbers-oriented, but this group is serious data drive. Dylan and George describe their corporate culture and reveal some of the in-house analytics applications that optimize this well-known brand.

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Tuesday, March 6, 4:45-5:10 pm

The Myth of Viral Video

Michael Parker, VP, Corp Marketing, Symantec Corporation
The explosion of YouTube and growth in video usage for marketing purposes has sent many marketers chasing the elusive Holy Grail of #1 “viral” video. While roller skating babies may make you laugh ‒ do they really generate business revenues and profits for your company? Michael has achieved #1 video and #8 video on YouTube in 2008 and 2010 respectively. Nice - but meaningful? Michael reveals what he learned about making video count and counting the business impact of video.

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Tuesday, March 6, 5:10-5:30 pm

Driving Incremental Revenue through Innovative Analytics

Jeffrey Boorjian, Vice President of Marketing, Caesar's Entertainment
Succeeding in a highly competitive industry demands top notch analytics and continuous learning to grow profits. Harrah's Entertainment strives to evolve test and control experiments and apply cutting-edge analytical tools to measure the profitability of their marketing practices. Jeffrey describes current efforts to develop customized tools to understand the incrementally of offers. He's pledged to ensure that their marketing reinvestment is continuously profitable in the long-term. Jeffrey shares the strategic thinking and tools applied in taking a global view of our marketing practices to drive business results.

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Wednesday, March 7, 9:15-10:00 am

Dashboards that Actually Enlighten

Stephen Few, Perceptual Edge
During the last 10 years as data visualization has emerged as a popular new way to explore, analyze, and present information, dashboards have taken center stage as the “you can’t live without it” data visualization technology. Despite their popularity, however, most dashboards fail. This isn’t primarily a failure of technology (although most dashboard products suck), but a failure of design. For an information display to help you monitor what’s going–a complex story told at a glance in the space of a screen–it must be designed in specific ways that are nothing like most of the dashboards that you’ve seen. In this presentation, Stephen Few, the author of Information Dashboard Design and two other best selling books about data visualization, will answer the following questions:

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Wednesday, March 7, 1:45-2:15 pm

Dog Food à la King

Mikel Chertudi, Senior Director, Global Media & Demand Marketing, Adobe Systems
Randy Gelfand, CIO Web Analytics Program Manager, IBM
Myllisa Patterson, Sr. Digital Marketing Analyst, Webtrends
The top vendors in the marketing optimization field are also some of the top users of their own technology. Learn the ins and outs from the horse's mouths: How hard is it to implement? What new features are the most exciting? What's been the best result of using their own technology? Find out how those who make the tools use them to best advantage.

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Wednesday, March 7, 2:15-2:35 pm

Analytically Serious About in Game Advertising

Jack Koch, Global Marketing Insights, Electronic Arts
How do you compare and contrast the effectiveness of advertising when running ads on SCRABBLE on the iPhone, ad integrations in The Sims Social on Facebook and sponsored content within Madden NFL Football? Through EA Legend, a dynamic platform that aggregates metrics, brand impact, social buzz, ad effectiveness, and ROI across all of EA’s ad products and platforms. Learn how EA provides the data at its fingertips to compete for ad dollars that have traditionally gone to TV including cross-platform campaign performance indicators (impressions, clicks, unduplicated reach, demographic profiles, social media buzz, and ROI metrics), and segmented audience insights (demographic, psychographic, and social data).

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Wednesday, March 7, 2:35-2:50 pm

A Few Sterne Questions

Jim Sterne, Founder, eMetrics Marketing Optimization Summit...and friends
Cerebral surfeit? Brain strain? Input overload? An embarrassment of intellectual riches? Jim does his best to make your head explode by stuffing in just one more thing with the help of some very bright individuals.

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