Managing Web Analytics [MWA]
Toronto, April 26-29, 2011
Why should we invest in web analytics? What value is our investment delivering? How should we move forward? How does our use of web analytics compare to other organizations like us? Should we integrate our web analytics data with other marketing data? Should a web analyst sit in IT, Marketing or Business Intelligence? What does the future hold for web analytics? These are some of the questions that inspired the Managing Web Analytics track. Participate in the discussion; explore these questions with colleagues and industry leaders.
Thursday, April 28th • Managing Web Analytics
9:15 – 10:00 WAA Panel
Marketing Optimization: Technology on the March
Moderated by: Jim Sterne, eMetrics Marketing Optimization Summit
Dennis Mortensen, Founder, Visual Revenue
Antoine Gay, AT Internet
Travis Giffin, Senior Solutions Specialist, Customer Intelligence, SAS Institute
Eric Feinberg, Director, Content, Media & Entertainment, ForeSee Results
Technology got web analytics off the ground. Then, it was up to the analysts to make sense of the numbers, derive insights and create processes to use those insights to optimize marketing. Since then, technology has not rested. New strides are being made in campaign management, behavioral targeting, landing page optimization, conversion enrichment and a whole lot more. What's state of the art in the science of web analytics and where are we headed tomorrow? This highly respected panel of web analytics vendors and industry analysts gaze into this sector's crystal ball and tells us what they see coming our way.
10:00 – 10:30
Diamond Sponsor Presentation: What's Wrong with Metrics?
Larry Freed, President and CEO, ForeSee Results
Often, metrics used to assess success are misunderstood, misinterpreted, and misleading. They measure KPIs important to the organization instead of what is critical in the customers’ eyes. This leads companies down a path of reactive management, but how can organizations proactively manage when most metrics look backwards? Larry discusses how the effective use of metrics can help set strategy and provide customers with the experience they want in the first place, rather than be used to only address complaints and operational issues. The right mix of metrics gives companies a competitive advantage because it helps them meet the organization’s goals and customers’ objectives.
1:15 – 2:10
[MWA-1] Getting the Organization to Care: Advocating for Analytics
Moderated by: Braden Hoeppner, Vice-President, Web Sales, CoastalContacts.com
Caroline Burns, Director, Business Intelligence, Kobo Inc.
Jennifer Veesenmeyer, COO, Stratigent
Jim Cain, President, Napkyn
In an Occam’s Razor blog posting in 2008, Avinash Kaushik listed five tips on how to excite people about web analytics, one became one of his more memorable statements “Do Something Surprising: Don’t Puke Data Out.” If we want our organizations to care about web analytics, don’t overwhelm the marketing team with lots of reports and data. Instead, show them how data can be used to impact the business. In this session we’ll hear stories of success and failure; how, regardless of the organization’s size, consultants and in-house analysts can win at getting the organization to care and recognize the value and impact of using web analytics.
2:15 – 3:00
[MWA-2] Measuring Your Organization’s Web Analytics Maturity
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 – an holistic approach being adopted by practitioners, consultants and vendors worldwide as an effective approach to optimizing your online marketing optimization practices.
4:30 – 5:45
[MWA-3] How Decision Makers Consume What Analysts Produce
Moderated by: Jim Sterne, eMetrics Marketing Optimization Summit
Dan Quinn, Director Media, Research in Motion
Angus Frame, Vice President, Digital Media, The Globe and Mail
Louis-Jacques Darveau, VP, Marketing, Mediative
CEO’s, CMO’s, CIO’s, and senior management rely on web analysts to deliver data driven insights. How do they communicate with each other when making decisions? How can web analysts support those decisions? What sort of outputs do senior executives find most useful? What can web analysts do, immediately and tomorrow, to help them make better decisions? Join this panel of senior executives while they discuss their wants, needs, and hopes.
Friday, April 29th • Managing Web Analytics
3:30 – 4:25
Privacy in a Digital Marketing World: Can they Co-exist Peacefully? [MWA-5]
Moderated by: Alex Langshur, Co-Founder & Senior Partner, Cardinal Path
Stéphane Hamel, Consultant & Blogger, Immeria Inc.
Hemash Bhatti, Syncapse on behalf of the WAA Code of Ethics Committee
Antoine Gay, Key Account Manager, AT Internet
Marketing optimization is based on the analysis of customer data: demographics, purchase data, online behavioral data and a lot more. The growing influence of web analytics on society and the Internet, while mitigating the perception of potential negative consequences of analytics technology, is a challenge and a responsibility.
As professional marketers and analysts, we must recognize and be committed to honesty, transparency and accountability in our work. If not, the public will rebel and demand that the government legislate. Currently the FTC is considering a “do not track” list, how would this impact digital marketing? What will be the impact of the “do not track” features announced in the new version of Firefox and Chrome on marketers? Where is the Canadian government on the issue and what can marketers and the industry do to ease public concerns from the “over-targeting” that’s now possible?
This panel will share the current lay of the land, what might be down the road and what we in the digital marketing and measurement community can do to be prepared. They’ll take on the tough questions surrounding this thorny issue to determine if marketing and privacy can coexist peacefully.
4:35 – 5:30
Panel: Web-Wide Analytics: the Next Generation of Digital Customer Intelligence City Hall
Today, the web channel includes web traffic, social media, affiliates, mobile, local and location-based services. Tomorrow we expect it will evolve to include activity from even more services and platforms. However, the goal for most sites is still to drive people down the path to action and in many cases conversion; but that path has gotten more complex. Multi-channel analysis is on the radar for many large organizations, but it’s still off the radar for the majority. This panel of experts discuss and explore the future of web wide analytics and digital customer intelligence.
Expo Hall Hours
Wednesday, April 25
8:00am to 7:30pm
Thursday, April 26
8:00am to 4:30pm
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