Emergent Media Track
Thursday, October 22
Blogs, Facebook, Twitter, consumer generated content, mobile, video - it's enough to make you want to either jump in and play without regard to metrics (experimentation is good!) or simply stick to your knitting and do the best you can with the traditional media you have. Neither of these is an option. With marketing dollars so tight, understanding how to determine the value of all these emerging media has become central to a properly run marketing department.
Thursday, October 22 • 10:05 - 10:55 am • Emergent Metrics 1
Tracking Social Traffic
Scott Calise, MTV Networks
You know your company needs to be in all the social media places, but how do you know if it’s working for you or not? Where are they coming from? What are they doing once they get there? How valuable is the traffic from blogs, Twitter and social networking sites? Scott shares the thrill of discovery and the agony of the data as he works with the content and production teams on their plans and their goals. Hear his 5 Steps to Get Started Measuring Social Media using tools like Omniture, Socialmention, Twitscoop, Collective Intellect and Bit.ly, while he explains the ins and out and ups and downs of understanding how much people are talking, what they are saying and what it means to Comedy Central.
Thursday, October 22 • 11:15 - 12:10 pm • Emergent Metrics 2
Audio & Video Metrics from Three Sides
Darren Mauro, NPR
Breanna Wigle, Military Advantage
Podcasts, streaming video, YouTube - it's all new and it all needs to be validated. How you measure depends on your goals so we've got three perspectives on our panel. Darren from NPR represents the non-profit sector, and Kevin discusses these emerging media from an ecommerce point of view. Together, these three open up the conversation about the value of some very dynamic content.
Thursday, October 22 • 1:10 - 2:00 pm • Emergent Metrics 3
Greg Dowling, Nokia
This session is an exploration of the challenges around implementing a global measurement standard for mobile and mobile applications. Who would have bigger challenges around mobile than Nokia? Not only is Nokia the largest provider of mobile devices in the world, they are building a comprehensive consumer-facing services platform with close device integration. Greg discusses his work creating a standard for mobile measurement and the challenges they faced in navigating this rapidly evolving landscape.
Thursday, October 22 • 2:05 - 2:55 pm • Emergent Metrics 4
The Great Cookie Debate
Your Personally Identifiable Information or Your Life!
Bob Page, Yahoo! Analytics
John McKean, Center for Information Based Competition
Aleecia McDonald, Carnegie Mellon University
The U.S. government periodically veers toward throwing out the cookies with the privacy bath water with marketing metrics professionals nervously stand by. Will the public comprehend the value of opt-in cookies? Can the industry "self regulate"? Will the government recognize that web tracking has more value than merely improving conversion rates? Our panelists represent a variety of perspectives and attempt to cover the issues for those trying to make their websites privacy-friendly yet optimizable.