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Metrics Management

San Francisco, March 4-9, 2012

Marketers have been devising ways to analyze, segment, integrate and optimize customer interactions since sea shells and salt were used as currency. In that time, we've learned a few lessons about how to organize an analytics organization, how to account for multi-channel marketing, marketing mix modeling, measuring brand equity and so much more. Whether you are interested in your own career development or changing the culture of your organization to be more data-driven, this track delivers the insights for managing those who optimize.

Moderator: Rachel Scotto, Digital Marketing Strategist, Scotto Consulting

Monday, March 5, 11:15-12:00 pm

Measuring Your Organization's Web Analytics Maturity

Stéphane Hamel, Analytics Evangelist & Director of Strategic Services, Cardinal Path
Back by popular demand, Stéphane steps back from traditional web analytics tactics and looks at the key drivers of successful analytics practices. From the essence of analytics (driving business success) to the most optimal and realistic approach to web analytics, Stéphane presents the Online Analytics Maturity Model – a holistic approach being adopted by practitioners, consultants and vendors worldwide as an effective approach to optimizing your online marketing optimization practices.

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Monday, March 5, 3:15-3:55 pm

Analytics Career Development

Shari Cleary, VP Strategic Insights & Research, Viacom Entertainment Group
Matthew Gellis, Founder & CEO, Keystone Solutions
Corry Prohens, Founder and President, IQ Workforce
Peter Sanborn, Director of Digital Analytics, Microsoft
You love data. Data loves you. This could be the start of something big. Looking to grow your web analytics or online marketing career? This panel discusses the opportunities and challenges in digital measurement career development. Matthew shares his view of the world from the consultant perspective. Corry describes the world of recruiting and what makes a great candidate. Peter reveals insight into team structure and hierarchy at a large corporation. Shari addresses all of the above, backwards and in high heels. You learn about the responsibilities in growing to the next level, discover which skills to develop to gain career advantage and get the very best advice for how to find your next great opportunity. Making a career of it? Look no further.

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Monday, March 5, 4:00-4:40 pm

Embracing a Data-Driven Culture

Feras Alhlou, Founder and President, E-Nor
Making the most of analytics requires leadership, process, and support from executives. It also requires a corporate culture that embraces a data-driven philosophy at all levels. Feras and Jim have seen dozens of clients try and fail and have helped untold more achieve a data-friendly focus. Jared has compiled his list of fourteen specific road blocks that keep a company from creating a fluid corporate culture that embraces experimentation and optimizes sales strategy, internal communication, marketing and more. Small business examples, Fortune 500 examples and plenty of great advice is offered to help your firm embrace analytics as a culture.

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