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

Full Agenda:
eMetrics Marketing Optimization Summit

TORONTO, APRIL 24-26, 2012

Monday, April 23rd - Workshops

9:00 AM - 4:30 PM

DAA Base Camp: Introduction to Web Analytics 101 - full day

Instructor:
June Li, Founder and Managing Director, ClickInsight


9:00 AM - 4:30 PM

Road Map to Online Analytics Success

Instructor:
Stéphane Hamel, Director, Strategic Services, Cardinal Path


Tuesday, April 24th - Workshop

9:00 AM - 4:30 PM

DAA Base Camp: Applying Web Analytics 102 - full day

Instructor:
Jim Novo, The Drilling Down Project


Day 1: Wednesday, April 25th

7:30 - 9:00 AM

BREAKFAST: REGISTRATION & BREAKFAST


9:00 - 9:15 AM • Room 714

Welcome Address

Speakers:
June Li, Founder and Managing Director, ClickInsight
Jim Sterne, Founder, eMetrics Marketing Optimization Summit

[ Top of this page ] [ Agenda overview ]


9:15 - 10:00 AM • Room 714

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

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 Scot (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.

Speakers:
Scot Cottick, Senior Manager, Nissan Brand Interactive, Nissan North America
Shaina Boone, Vice President of Marketing Science, Critical Mass
Jim Sterne, Founder, eMetrics Marketing Optimization Summit

[ Top of this page ] [ Agenda overview ]


foresee 10:00 - 10:20 AM • Room 714

Diamond Sponsor Presentation
Managing Forward: Analytics For Today’s Multi-Channel, Multi-Device Consumer

Managing Forward: Analytics For Today’s Multi-Channel, Multi-Device Consumer Larry Freed, President and CEO, ForeSee The rapidly emerging use of mobile phones and tablets has accelerated the multi-channel and multi-device behavior of consumers. This has made it now more daunting for organizations to understand and improve the customer experience as a whole by analyzing behavioral data by channel or device. In many cases, the often relied upon “traditional” behavioral metrics have become inconclusive and misleading. Learn how to evolve your analytics and measure the customer experience in today’s changing environment. Use the insights and intelligence gained from your analytics to manage your business forward.

Speakers:
Larry Freed, President and CEO, ForeSee

[ Top of this page ] [ Agenda overview ]


10:20-10:30 AM • Room 714

2 Minute Elevator Pitches

    

10:30-11:00 AM

COFFEE BREAK IN EXHIBIT HALL


11:00 AM - 12:00 PM • Room 714

GENERAL SESSION PANEL
Web Analytics and Audience Measurement: Mayhem or Harmony?

10 years ago the web analytics world appeared to be on a collision course with the audience measurement and advertising worlds. As each world evolved so did its language, metrics and performance indicators. Independently all made sense, but as lines blurred much confusion and debate ensued, not to mention advertiser frustration and confusion. Today, rather than a "collision" we are instead seeing much collaboration and creative thought leadership, not only between the advertising and content measurement teams within organizations, but between media groups, vendors, measurement and standards associations and the community at large. It’s a tremendously exciting time for organizations leading the way, limited only by the lack of human resources to fill the mounting demand for talent. In this session find out how measurement technologies, methodologies, policies and standards are quickly evolving to quell the mayhem and deliver a world where both site analytics and audience measurement may live in harmony.

Moderator:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit

Speakers:
Robert Volz, Sr. Audience Insights Manager, Thomson Reuters
Jodi McDermott, Vice President, Digital Analytix Product Management and North American Consulting, comScore, Inc. and Board Director and Treasurer, Digital Analytics Association
Pat A. Pellegrini, VP, Product & Content Management, Pelmorex Media Inc.


12:00 -1:00 PM

LUNCH / EXHIBIT HALL


1:00 - 1:50 PM

BREAKOUT SESSIONS - CHOOSE EITHER TRACK

MEDIA ANALYTICS Room 714
Video Measurement: Are Advertisers Getting What They Want, Proof that People Watched and a Metric that Compares to TV?
While our desire for online video content increases and TV extends to the Web (and mobile devices) online video advertising budgets have followed suit. In November 2011 adap.tv reported that 2012 should see a 47% budget increase among brands who bought video in 2011; 25% rise forecast by agencies; and 84% of advertisers and agencies polled who hadn't yet purchased online video ads said they plan to include digital video in a campaign in 2012. Where does the industry see Video CPMs going in both the U.S. and Canada in the coming 18 months? Are budgets for online video cannibalizing or complementing TV? Are there any developments in the industry regarding common metrics and measurement systems? How are digital marketers and sales people handling these issues now? Find out how major media groups are adjusting and responding to these questions and more.

Moderator:
Andrea Hadley, Conference Program Chair, eMetrics

Speakers:
Mark Dykeman, Analytics and Insight Lead, Nurun, Inc.
Chris Hopkins, Manager of Digital Strategy-Broadcast, Shaw Media
Nathan Anderson, Senior Manager Business Intelligence, Comcast

MANAGING ANALYTICS AND INSIGHTS Room 715
Reverse Moneyball: How Baseball Helped Improve Measurement Effectiveness for ConceptShare
Leading collaborative software provider ConceptShare wanted to leverage data to accelerate growth. Their CEO, Nish Patel, was surrounded by data and needed actionable insight to drive better decision making across marketing, sales and product development. Hear how Nish and consultant Jim Cain used baseball as a metaphor to create a story-driven presentation to effectively communicate complex business data and translate it into actionable insight, fuelling ConceptShare’s growth.

Moderator:
Kelly Kubrick, President, Online Authority

Speakers:
Nish Patel, CEO, ConceptShare
Jim Cain, Founder & President, Napkyn

[ Top of this page ] [ Agenda overview ]


2:00 - 2:50 PM

BREAKOUT SESSIONS - DELEGATES MAY CHOOSE EITHER TRACK

MEDIA ANALYTICS Room 714
Measuring Sharable Content
The top three things people do on the web is email, search for information and consume content. So it’s not surprising that much of what people share online are their opinions, recommendations and comments about the information they’ve gathered and content consumed. The advent of social networks adds to the sharing dynamic by providing a much richer, multi-faceted experience for communicating and sharing. Attend this session and get recent insights as to how people are sharing content, how shared content is being measured and how publishers are leveraging and/or monetizing the opportunities created by all this sharing.

Moderator:
Andrea Hadley, Conference Program Chair, eMetrics

Speaker:
Andrew Consky, Director, Research, AOL Canada
Kenny Yum, Managing Editor, HuffPost Canada and AOL, AOL Huffington Post Media Group

MANAGING ANALYTICS AND INSIGHTS Room 715
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; a holistic approach being adopted by practitioners, consultants and vendors worldwide as an effective approach to optimizing your online marketing optimization practices.

Moderator:
Kelly Kubrick, President, Online Authority

Speaker:
Stéphane Hamel, Director, Strategic Services, Cardinal Path

[ Top of this page ] [ Agenda overview ]


2:50 - 3:15 PM

COFFEE BREAK IN EXHIBIT HALL


3:15 - 4:00 PM

BREAKOUT SESSIONS - DELEGATES MAY CHOOSE EITHER TRACK

MARKETING LAB Room 714
DAC Group
Harmonizing Decision-Driving Data in the Real World
If you’ve ever spent a dime on marketing of any kind then you have probably asked yourself (or rather, the dime) ‘What have you done for me lately?’ Understanding the performance, influence and returns of your effort is pivotal to any marketing strategy and never more so than today as we wade neck-deep through a sea of performance media tools and techniques. Join Dan for a look at the fundamental principles behind harmonizing your data and gain practical insights into connecting the dots between disparate channels and informing your media and marketing decisions.

eMetrics Lab and Media Track Moderator:
Angie Brown, Web Analyst, IBM

Speaker:
Dan Temby, Vice-President, Digital Platforms, DAC Group

MANAGING ANALYTICS AND INSIGHTS Room 715
Getting to What Matters… Fast! Dashboards for Multi-Brand Websites
When you’re accountable for several brand micro-sites, can you effectively use dashboards to paint a collective picture without causing confusion or losing clarity? This was the challenge faced by Glaxo Smith Kline (GSK) Canada. Learn how GSK has evolved their digital analytics practice away from manual spreadsheets towards data APIs, databases and visualization tools gaining deeper, faster performance insights for multiple sites, while also gaining a clearer understanding of digital’s overall impact on their business.

Moderator:
Kelly Kubrick, President, Online Authority

Speaker:
Ryan Morin, Business Account Manager, Glaxo Smith Kline

[ Top of this page ] [ Agenda overview ]


4:10 - 5:00 PM

BREAKOUT SESSIONS - DELEGATES MAY CHOOSE EITHER TRACK

MEDIA ANALYTICS Room 714
Audience Segmentation
The art of strategic audience segmentation involves a myriad of data sets to slice and dice. This session reviews the best ways and means for finely targeting audiences without stumbling into data overload or analysis paralysis. How much data is too much? How important is demographics when behavioral targeting can ignore postal codes? What are the best practices for designing a methodology of segmentation?

Moderator:
Andrea Hadley, Conference Program Chair, eMetrics

Speakers:
Maite Salazar, Head, Customer Analytics Team, Reed Elsevier
Robert Volz, Sr. Audience Insights Manager, Thomson Reuters

MANAGING ANALYTICS AND INSIGHTS Room 715
Multi-Channel Dashboard to Drive Retail Transactions
How do you measure overall brand engagement across multiple digital channels? TC Media will share how they developed a client dashboard that features behavioural data from across multiple digital channels – online through promotional content (e-flyer), email and mobile – leading to a deeper understanding of the consumers’ path when engaging with the brand and to ultimately drive retail transactions. Learn what you need to consider when going down this path, how to get started when building a similar approach, as well as other key takeaways.

Moderator:
Kelly Kubrick, President, Online Authority

Speakers:
Chris Osborne, Vice President, Strategic Planning, TC Media/Totem
Scott Jamieson, General Manager, Email Operations, TC Media

[ Top of this page ] [ Agenda overview ]


5:10 - 6:10 PM • Room 714

GENERAL SESSION PANEL
Understanding the Flow: The Changing Habits of Online Consumers and Rise of Tablets and Smart Phones

When it comes to how we consume media we no longer live in a "linear" world. We are using multiple devices across multiple networks to connect, share and consume. We are shifting from content on demand to content on the move. We are dual screening or interacting with content on the screen in our hands, while simultaneously viewing linear video content on a larger public screen. In this session get insight into the habits of online consumers; hear what digital media leaders predict for our non-linear storytelling future and what this means for both content producers and marketers.

Moderator:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit

Speakers:
Jonathan Carrigan, Senior Manager - Product Development, CBC
Virginia Pino, VP Market & Consumer Intelligence, MediaCom Canada
Ken Headrick, VP & GM of Web Services, The Weather Network / Pelmorex Media

[ Top of this page ] [ Agenda overview ]


Sponsored by:
6:10 - 7:15 PM

RECEPTION IN EXHIBIT HALL




Day 2: Thursday , April 26th

7:30 - 8:30 AM

REGISTRATION AND BREAKFAST


8:30 - 9:00 AM • Room 714

Digital Analytics Association
DAA - Industry Update

Moderator:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit

Speaker:
Jodi McDermott, Vice President, Digital Analytix Product Management and North American Consulting, comScore, Inc. and Board Director and Treasurer, Digital Analytics Association

[ Top of this page ] [ Agenda overview ]


9:05-10:00 AM • Room 714

GENERAL SESSION KEYNOTE
It’s About The People AND The Data

The powerful combination of content and analytics, working together, is what allows ESPN to serve fans the best sports experience possible while providing advertisers the highest caliber environment and audience. In today’s multi-screen world, finding common measurement currencies, understanding consumer behavior and providing compelling content is simply becoming the price of entry. Hear from ESPN research and analytics on how they apply their insights and best practices to move "parallel path" conversations to unified and powerful storylines, serving fans and bringing advertisers measurable results.

Moderator:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit

Speakers:
David Coletti, Digital Media Research & Analytics, ESPN

[ Top of this page ] [ Agenda overview ]


10:00-10:30 AM

COFFEE BREAK IN EXHIBIT HALL


10:30-11:20 AM

BREAKOUT SESSIONS - DELEGATES MAY CHOOSE EITHER TRACK

SITE OPTIMIZATION Room 714
Panel: Thriving with Fragmentation
We know that great marketers adopt new technology at a rate that outpaces the general population. Crowds are drawn to shiny objects. Great marketers see shiny objects before most people see it. It’s the root reason why marketers are going where the crowds are - across multiple mediums.

The fragmentation of the user/marketing experience is accelerating. Apps started off as Adobe Air widgets, they hopped onto the Smartphone, and then jumped onto portable tablets. Now they're on your DVR. Digital is everywhere. How can both web analysts and marketers thrive in such a fragmented environment, and assist in medium planning? Join us as our panel of marketing and analytics leaders explains how they are thriving in this divergent environment.

Moderator:
June Li, Founder and Managing Director, ClickInsight

Panelists:
Christopher Berry, Vice President, Research, Syncapse
Louise Clements, Senior Vice President, Social Media & Digital Innovation, MacLaren McCann Canada Inc.
Emeline Mellow, IT Relationship and e-Marketing Consultant, Digital Preservation Inc.

INTERACTION OPTIMIZATION Room 715
Tight Conversion Optimization can be a Killer
With more media and device choices available to marketing, measuring and optimizing your web properties is more important than ever. Is a tight focus on conversion the answer? Yes and no. Surprised at this answer? Attend this session to learn from experienced analysts why too much conversion optimization can actually kill online performance and what to do about it.

Speakers:
Angie Brown, Web Analyst, IBM
Jacques Warren, CEO, PDG, WAO Marketing Inc.

[ Top of this page ] [ Agenda overview ]


11:25-12:15 PM

BREAKOUT SESSIONS - DELEGATES MAY CHOOSE EITHER TRACK

SITE OPTIMIZATION Room 714
Testing and Targeting for Optimization: Best Practices and Case Studies
Are you trying to increase conversion rates, click-through rates, and lower bounce rates? Do you already know that landing page optimization is important, but you’re not sure where to start, which "test" will deliver the greatest impact? Are you already interested in hypothesis-based testing on A/B and multivariate testing models? Are you looking for case studies and ongoing resources to help you "be" the difference? If yes to any or all of these questions, then join us for deeper insights into how-to test and make it work for your business. Learn about best-practice test applications and see results from around the world.

Moderator:
June Li, Founder and Managing Director, ClickInsight

Speakers:
Laura Callow, Senior Marketing Manager, Digital Acquisition, Intuit GSB

INTERACTION OPTIMIZATION Room 715
Social Media Metrics: Drive with Care
When it comes to measuring social media, too many organizations rely solely on scoring tools like Klout, Peerinde, Twitalyzer etc. Alan will enlighten you on the pros and cons of using these tools and details how organization can benefit from using them the right way and how they can be hurt if they use them the wrong way.

Because nothing teaches better than real life, Alan will share how a non-profit was able to reach a world-wide audience to help raise funds. Both success & failures will be openly discussed, as well as the measurement methodology used to evaluate each.

Moderator:
Dan Linton, Marketing Science Group Director, Critical Mass

Speakers:
Alan K’Necht, Partner, Digital Always Media Inc.

[ Top of this page ] [ Agenda overview ]


12:15 - 1:30 PM

NETWORKING LUNCH / EXHIBIT HALL


1:30 - 2:20 PM • Room 714

GENERAL SESSION KEYNOTE
The Future of Analytics - Are We There Yet?

Jim Sterne has spent the past twenty years looking over the horizon and reporting what he sees. Will technology save us from the data deluge? Will the mysterious arts of analysis become required curricula? Jim reports back from his latest observations on the future of web analytics, marketing analytics and Big Data in general.

Speakers:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit

[ Top of this page ] [ Agenda overview ]


2:30 - 3:20 PM

BREAKOUT SESSIONS - DELEGATES MAY CHOOSE EITHER TRACK

LEVERAGING ANALYTICS FOR BUSINESS • Room 714
Leveraging Business Analytics To Stay On Top of the Competition
Monster was the pioneer in the online recruitment industry. To maintain its competitive advantage it has taken the data-driven road using research, business intelligence and predictive analytics. Join this session to hear how Monster went from good to great using business analytics to support its overall decision making process across all regions. Jean-Paul Isson will discuss Monster’s success with increasing customer retention, market share and customer profitability, while managing competition from paid sites, free sites and social networks.

Speakers:
Jean-Paul Isson, Vice President of Global BI & Predictive Analytics, Monster Worldwide

INTERACTION OPTIMIZATION Room 715
Understanding Mobile Interaction
If it’s your job to make sense of mobile interactions, you’ll first need to know how interactions on phones and tablets are different from bigger screen devices and how those interactions may affect targeting. Join Zoe Morawetz, Research Officer with CBC and Emily Taylor, Market Research & Intelligence Manager at Microsoft as they share new research, deliver insights and discuss the implications of their findings. Zoe will compare patterns of mobile usage through browsers and apps with Web and Television usage, uncovering interesting and divergent insights. They will also discuss the differences in usage of phone vs tablet, by time of day, week day and over seasons. Emily will feature highlights from Microsoft Advertising and BBDO’s recent research “Meet the Screens” showing how people have a deep, psychological relationship with the different screens in their lives, one that goes beyond the obvious physical differences. Find out how both the device and the medium require critical consideration when determining how to reach your target audience.

Moderator:
Dan Linton, Marketing Science Group Director, Critical Mass

Speakers:
Zoe Morawetz, Research Officer, CBC Toronto
Emily Taylor, Research and Insight Manager, Microsoft Advertising

[ Top of this page ] [ Agenda overview ]


3:20 - 3:45 PM

COFFEE BREAK IN EXHIBIT HALL


3:45 - 4:35 PM

BREAKOUT SESSIONS - DELEGATES MAY CHOOSE EITHER TRACK

LEVERAGING ANALYTICS FOR BUSINESS Room 714
Self Help that Works: Designing and Optimizing Online Customer Service Experiences
Online self-service is an essential and cost effective channel for managing customer expectations, customizing the user experience, and dealing with customer issues. Find out how brand leaders monitor and manage customer service using qualitative and quantitative insights in order to overcome service issues and improve the quality and interaction with customers.

Moderator:
Christopher Berry, Vice President, Research, Syncapse

Speakers:
Patrick Glinski, Head of Service Design & Planning, Idea Couture
Camille Kiffer, Director of Self Service Strategy, Rogers
Sina Muzzin, Director E* Sales & Service, Canada & Emerging Markets, Expedia

INTERACTION OPTIMIZATION Room 715
Hidden Treasure: Boost SEO Performance and User Experience with Internal Search
Internal search data can be translated into key insights that indicate what is and is not working about a website. Coupled with data from an analytics system, internal search can be used to improve all aspects of a website from SEO performance to user experience and customer satisfaction, as well as uncover ideas for new content and new products.

Jose will provide guidelines on how to start a site search project that will help you quantify the value of your site search, put together an optimization plan, and decide what metrics to look at. Dave will describe how internal search data is helping CBC decrease their exit rate and improve the user experience. Enhance your knowledge about the common obstacles that can derail the successful implementation of an internal search engine and get expert recommendations and solutions that will help you interpret data, manage the ongoing development of features and employ internal search insights into the ongoing site optimization process.

Moderator:
Dan Linton, Marketing Science Group Director, Critical Mass

Speakers:
Dave Hamel, Product Manager for Web Analytics and Google Search, CBC
José Dávila, Manager Digital Analytics, ClickInsight

[ Top of this page ] [ Agenda overview ]


4:40 - 5:30 PM • Room 714

GENERAL SESSION PANEL AND CLOSING REMARK

What’s the Value of Your Contribution?

In 2011, the CMO Council published their annual Marketing Outlook Report, which detailed the areas of focus for C-level marketing executives in the year to come.

The top three critical areas of focus were: Multiply Marketing Performance, Redefine the Customer Experience, and Use Insights to Grow Brand Equity.

What does this mean for the digital team? To start, all top 3 areas of focus involve digital and more specifically, the analytics and insights behind digital. With marketing performance and insights high on the C-Suite list of priorities, now is the time to shine. Maximize your contribution to marketing performance and take steps to build a case and communicate that contribution.

In this session, seasoned digital analytics professionals discuss, debate and share the steps to take in determining digital’s contribution to marketing results.

Moderator and Closing Remarks:
Jim Sterne, Founder, eMetrics Marketing Optimization Summit

Speakers:
Stéphane Hamel, Director, Strategic Services, Cardinal Path
Shaina Boone, Vice President of Marketing Science, Critical Mass
Jacques Warren, CEO, PDG, WAO Marketing Inc.
Jim Novo, Owner, The Drilling Down Project

[ Top of this page ] [ Agenda overview ]


Download the eMetrics Marketing Optimization Summit Toronto 2011 Guide

Co-Located with eMetrics:

SMX Search Analytics
March 2013


Predictive Analytics World
March 20-21, 2013

Internet Marketing Conference
March 20-21, 2013

Lifetime Association Sponsor

Digital Analytics Association

2012 SPONSORS


Diamond

Foresee Results

Silver

iPerceptions opinionlab

Bronze

UBC Unilytics

Marketing Lab Sponsor

DAC Group

Lanyard Sponsor

Observepoint

Reception Sponsor

opinionlab

Video

Video opens in a new window.

Sponsor This Summit