leveraging customer interaction data in a connected world ... · powerful speakers and the most...

SAN FRANCISCO | MARCH 13-18MARRIOTT MARQUIS

Leveraging Customer Interaction Data in a Connected World

FEATURED KEYNOTES

GUY KAWASAKIGarage Technology Ventures

THOMAS DAVENPORTAuthorCompeting on Analytics

THORNTON MAYFuturist and Author:The New Know

JIMSTERNEFounder, eMetrics MarketingOptimization Summit

www.emetrics.org

part of

D IA MO N D SP O NSO R PL AT IN UM SP O NSO R L I FE T IME SPONSO R CO N FEREN CE PRO D U CER

© 2011 Rising Media, Inc 1 emetrics.org/sanfrancisco

Welcome

Dear Marketing Optimizer:Welcome to San Francisco and the 10th year of the eMetrics Marketing Optimization Summit. Prepare yourself for the most important topics, most powerful speakers and the most ground breaking insights yet.

After embracing the philosophy, struggling with the technology and mastering the methodology, we have finally convinced the rest of the world that we have entered a new era – The Quantitative Era – where marketers possess customer insight. We hold the keys to building a more efficient business and increasing customer satisfaction.

You’ll hear from giants of the Marketing Optimization and Analytics industry including Thomas Davenport, Guy Kawasaki and Thornton May and major brands like Best Buy, Charles Schwab, Cisco, eBay, Expedia, IBM, Microsoft, MTV, Turner Broadcasting and USAA.

Now, the onus is on you to get the most out of this conference you can. In fact, I’d like you to stop right now and write down the three most important things you want out of this event. No, really. I can wait:

1. _________________________________________________________________

2. _________________________________________________________________

3. _________________________________________________________________

With your goals in front of you, you’re halfway there.

Take advantage of Q&A’s and press the speakers for details about theirinsights. Take advantage of the Exhibit Hall and press the sponsors fordetails about their offerings. Take advantage of the networking opportunitiesand press your colleagues for revelations about their experience. Takeadvantage of the parties, receptions and the WAA Awards Banquet andlet yourself relax and enjoy.

I’ve brought together the speakers and the agenda but you are the most important part of the success of the eMetrics Marketing Optimization Summit. Thank you.

Jim Sterne, FoundereMetrics Marketing Optimization Summit

CONTENTSConference Information .............2

WAA Base Camps.....................3

Agenda at a Glance ..................5

Marketing Labs .........................8

Full Day Workshops ..................9

GAUGE ..................................11

Full Agenda & Descriptions ......13

Sponsors ................................24

Keynote Speakers ....................26

Speakers ................................29

P.S. The Voice of the Customer is critical to our success as well as yours. In this case - you are the customer. Please fill out your surveys, text me at 805-403-4075, email me at [email protected], tweet using the hashtag #emetrics or just stop me in the hall. Let me know how to make the eMetrics Marketing Optimization Summit better so I can also practice some continuous improvement and customer experience optimization

Web Analytics Association providesquality education, develops standardsand best practices, conducts research

and advocates for issues that advance the industry.

Get to know our 1700+ membersand help lead the industry.

Join Now atWebAnalyticsAssociation.org

Or call our MembershipCoordinator directly at

1-800-349-1070 or 1-782-876-8933


Conference Information

To LunchRegistration

Exhibit HallBreaks/Reception

KeynotesTrack A

Day 1, 2 & 3

Track CDay 1 & 2

Track CDay 3

Track BDay 3

Track BDay 1 & 2

Salon 1 & 2

Salons10-12

Nobb Hill

Salon 3 & 4

Salon 5 & 6

A BCD

PresentationsUsername: NewYorkPassword: October2011URL: www.emetrics.org/sanfrancisco/2011/presentations

Free WifiNetwork Name: Data Driven Business WeekAccess Code: DDBW11

Join the conversation

#eMetrics

San Francisco Marriott Marquis


WAA Workshops

The WAA Web Analyst Certification Program™ is a voluntary certifi-cation program. The purpose of the program is to provide a mecha-nism for individuals to obtain professional recognition after demon-strating their knowledge of and competency within the web analyticsindustry. Certification will be issued to each qualified person uponmeeting WAA’s required education, experience, and examinationrequirements.

The WAA Web Analyst Certification Program™ is designed to identifynot only analysts with broad domain knowledge, but also, and moreimportantly, analysts demonstrating a high level of analytical andproblem solving ability across the entire web business spectrum. Thecertification exam covers the following key areas:

1. Web Analytics for Site Optimization2. Measuring Marketing Campaigns Online3. Creating and Managing the Analytical Business Culture

Don't miss out. We only havespace for 20 participants!

WAA Certification TestRegister Now - visit the WAA Booth in the Exhibit Hall!

www.webanalyticsassociation.org

Monday 2:30pm - 5:00pm

9:00-4:30

7:00-11:00

12:00-2:00

9:00-10:30

10:30-11:00

11:00-12:30

12:30-1:15

1:15-2:30

2:30-3:00

3:00-4:30

WAA Base Camp 101: Introduction to Web AnalyticsRoom: Salon 1

WAA Spring Awards Gala - Salon 7

Web Analytics Association Open Meeting - Salon 1 & 2Lunch Provided (seating is limited)

Workshop

Break

Workshop

Lunch (Provided)

Workshop

Break

Workshop

WAA Base Camp 102: Applying Web AnalyticsRoom: Salon 2

Workshop

Break

Workshop

Lunch (Provided)

Workshop

Break

Workshop

Sunday, March 13, 2011 - Workshops

Tuesday, March 15, 2011


Pre-Conference Workshops

Web Analytics Association Base Camp 101: Introduction to Web AnalyticsSunday, March 13, 2011 • Room: Salon 1

Instructor: June Li, Founder and Managing Director, ClickInsight

Whether you are new to web analytics, new to web management or just need to be sure that you are seeing the forest for the trees, this is the best place to get grounded in the basics. This workshop will give you the high level overview of web analytics needed to make your website more valuable to your company. In this introductory workshop you will learn about:

• Web metrics terminology and technology• The most critical web metrics for your business• Key Performance Indicators• How to derive business value from web analytics• The skills you need (or need to look for in others) to

build a web analytics powerhouse• A process for creating a web analytics culture and

making it stick in your organization• How to gain executive buy-in• Insight into optimizing your business with web analytics• Getting started with visitor data analysis

Schedule:Workshop starts at 9:00amMorning Coffee Break at 10:30amLunch provided at 12:30pmAfternoon Coffee Break at 2:30pmEnd of the Workshop at 4:30pm

Web Analytics Association Base Camp 102:Applying Web AnalyticsSunday, March 13, 2011 • Room: Salon 2

Jim Novo, Owner, The Drilling Down Project

This workshop picks up where the Introduction left off, by taking attendees deeper into applying web analytics processes and the pitfalls to avoid. You will learn the first steps to using web analytics to improve site design; email marketing/visitor life cycle, social media marketing, conversion/lead optimization, and improving return on ad spend (ROAS), search marketing, visitor satisfaction and goal completion. Other topics covered include:

• How to enthuse others about web intelligence• Distributing and communicating web analytics data• How to improve your campaign performance &

profitability• How to incrementally tune your website to ensure peak

performance• A/B Split & Multivariate Testing



Agenda Overview

7:30 -8:55

9:45-10:15

9:00-9:45

11:00-12:00

4:00-4:50

5:00-6:00

1:15-2:15

3:30-4:00

2:35-3:30

8:30-10:30

9:00-12:00

12:00-1:15

2:15-2:25

2:25-3:35

6:00-7:30

10:15-10:35

REGISTRATION & BREAKFAST

Diamond Sponsor Presentation: What’s Wrong with Metrics?Larry Freed, President and CEO - Room: Salon 7

Monday, March 14, 2011

The Human Side of Marketing AnalyticsJim Sterne, Founder, eMetrics Marketing Optimization Summit - Room: Salon 7

Free & Cheap ToolsJohn Marshall, Market Motive

Adam Proehl, NordicClickBenjamin Rudolph, Relevance Advisors

Web Analytics and User Experience Fusion

Angie Brown, IBMFred Beecher, Evantage Consulting

Beyond Fundamentals - Using Behavioral Intent to Drive

Consumer ExperiencesRoss Jenkins, RAPP New York

Measure What Matters to Your Business

Katie Delahaye Paine,KDPaine & Partners

Social Media Metrics ManagementScott Calise, MTV Networks

Steve Furman, Discover Financial ServicesJohn Lovett, Web Analytics Demystified

Sentiment Analysis, Ready for Prime Time?Gary Angel, Semphonic

Michael D. Healy, michaeldhealy.com

The Known Unknowns About Digital Media Measurement

Andy Fisher, Starcom MediaVest

The Dilemma of Data Driven AudiencesDennis Bradley, Charles Schwab & Co., Inc.

Shari Cleary, MTV/Comedy CentralColin Coleman, Turner Broadcasting

Jon Ingalls, Blue Kai

Equitable Brand Equity MeasurementJason Harper, Organic

Peter Sanborn, MicrosoftSteve Tobias, Marketing Management

Analysis

Keynote: What the CMO Wants from Marketing AnalyticsMichael Metz, Cisco • Peter Sanborn, Microsoft • Brandon Bunker, Sony Electronics

Dylan Lewis, Intuit - Room: Salon 7

BREAK / EXHIBITS

Vendor Elevator Pitches - The best way to check out who you need to talk to in the Exhibit Hall - Room: Salon 7

eMetrics Lobby Bar Party - located at The View on the 39th floor

Conversion Bash - Sponsored by produced by

LUNCH - Room: Golden Gate

Gold Sponsor Presentation: The Evolution of Online Voice of Customer Analytics Claude Guay, President & CEO - Room: Salon 7

Gold Sponsor Presentation: Learning to Love PatternsDr. Phil Mui, Group Product Manager, Google Analytics - Room: Salon 7

EMETRICS RECEPTION IN EXHIBIT HALL

10:35-11:00 BREAK / EXHIBITS • Exhibit Hall Hours: 10:00am-7:30pm

WEB ANALYTICS FUNDAMENTALS Moderator: Andrew Janis

Room: Salon 7

WEB ANALYTICS FUNDAMENTALS Moderator: Andrew Janis

Room: Salon 7

SOCIAL MEDIA METRICSModerator: Michele Hinojosa

Room: Salon 3 & 4

SOCIAL MEDIA METRICSModerator: Michele Hinojosa

Room: Salon 3 & 4

MEDIA OPTIMIZATIONModerator: Andy Fisher

Room: Salon 1 & 2

MEDIA OPTIMIZATIONModerator: Andy Fisher

Room: Salon 1 & 2

Platinum Sponsor Presentation: Digital Analytix: The Next Generation of Web AnalyticsJodi McDermott, Senior Director Product Management

Anthony Psacharopoulos Senior Vice President, Media - Room: Salon 7

10:50am-11:40am • Marketing Lab 1 Make Yourself Heard

3:30pm-4:20pm • Marketing Lab 2Four Steps Toward a More Harmonious

Marriage of Customer Metrics

Location: Analytics Insight Theater,

Exhibit Hall


Agenda Overview

8:00-8:55

9:45-10:15

2:45-3:15

6:00-7:30

7:00-11:00

9:00-9:45

3:15-4:00

11:15-12:00

2:00-2:45

5:00-6:00

4:00-5:00

12:00-2:00

10:15-10:45

10:45-10:55


BREAK/EXHIBITS • Exhibit Hall: Analytic Insight Theater 9:45am-4:30pm

BREAK/EXHIBITS Exhibit Hall: 9:45am-4:30pm

Web Analytics Wednesday - Room: Atrium Sponsored by

WAA Spring Awards Gala - Room: Salon 7

Tuesday, March 15, 2011

Keynote: The New Quantitative Era: Creating Successful Business Change with AnalyticsThomas Davenport, President’s Distinguished Professor, Babson College,

Author, Competing on Analytics: The New Science of Winning - Room: Salon 7

Keynote: Managing Marketing Metrics at Best BuyLynn Lanphier, Best Buy • Eric T. Peterson, Web Analytics Demystified - Room: Salon 7

Measuring Your Organization’s Web Analytics Maturity

Stéphane Hamel, Immeria

Making The Most of Marketing Dashboards

Jennifer Veesenmeyer, Stratigent

Integrating Analytics with Testing at Dell

Joel Wright & Charles Hua, Dell

Tell Me Something I Don’t Know: Data Discovery

Neil Mason, Foviance

Top 5 Data Mining Mistakes (and How to Avoid Them)

John Elder, Ph.D., Elder Research, Inc.

Modeling in a Multichannel Ecosystem

Allen Crane, USAA

Mobile Measurement StrategyGreg Dowling, Semphonic

Best Practices in Optimizing for the Mobile Web

Mike Brown, VEGAS.comBreanna Wigle, Military Advantage

(Military.com)

Mobile Apps Marketing MetricsSteve Eisenberg, Media Resource Networks

Joe Megibow, ExpediaBob Page, eBay

Roundtable DiscussionTop Ten Most Pernicious Problems - Room: Salon 7

LUNCH/DISCUSSION TOPICS - Room: Golden Gate

10:55-11:05 Gold Sponsor Presentation: Tag ManagementJosh Manion, Founder & CEO - Room: Salon 7

WEB ANALYTICS ADVANCED Moderator: Judah Phillips

Room: Salon 7


Room: Salon 7


Room: Salon 7

DEEP DATA DIVING Moderator: Terry Cohen

Room: Salon 3 & 4


Room: Salon 3 & 4


Room: Salon 3 & 4

MOBILE MARKETING METRICS Moderator: Greg Dowling

Room: Salon 1 & 2

WAA Member Meeting - Room: Salon 1 & 2


Room: Salon 1 & 2


Room: Salon 1 & 2

Keynote: The AlloSphere Research Facility: Data Visualization as You’ve Never ImaginedJoAnn Kuchera-Morin, Ph.D., Director, AlloSphere Research Facility

California NanoSystems Institute, UCSB - Room: Salon 7

Gold Sponsor Presentation: Customer Data Hubs – real-time personalization without the tags! Simon Burton, CEO - Room: Salon 7

9:50am-10:40am • Marketing Lab 3How to Stop Annoying Your Customers

Location: Analytics Insight Theater,

Exhibit Hall


Agenda Overview

8:00-8:55

12:00-1:00

1:50-2:15

3:10-4:00

4:00-4:30

9:00-9:50

10:30-11:15

11:20-12:00

1:00-1:50

2:15-3:10

10:00-10:30

9:50-10:00


LUNCH - Room: South Grand Assembly

BREAK

Keynote: Social Media by the NumbersGuy Kawasaki, Garage Technology Ventures - Room: Salon 7

A Few Sterne Words - Jim Wraps it All Up - Room: Salon 7

Wednesday, March 16, 2011

Keynote: The Web Analyst Tribe and the C-Suite - A Relationship RuminationThornton May, Futurist and Author, The New Know - Room: Salon 7

MARKETING OPTIMIZATION CLINICS

Hunting for AttributionDean Wynkoop, Cabela’s, Inc.

From Direct Mail to Datastream Warehouse

Mike Anzenberger, Wells Fargo

Does It Blend? Automating an Excel Mash Up and Delivery ProcessJoshua Katinger, Accession MediaVictoria Gray, Dolby Laboratories

Room: Salon 7

Meaning Based Marketing - Testing You Wish You Could Do Too

Craig Sullivan, Belron

Search Analytics in a B2B WorldBarbara Coll, Webmama.com

John Forrester, VMwareAndreas Ryuta Stenzel, TRUSTe

B2B Lead Management Quantification Mac McIntosh, McIntosh Inc.

KPI Clinic, The Doctors Are InJune Li, ClickInsight

Stéphane Hamel, ImmeriaAngie Brown, IBM Room: Salon 5 & 6

Best-in-Class Best Practices for B2B Marketing Metrics

Adam Greco, Salesforce.com

Government & Non- Ecommerce Metrics

Alex Langshur, PublicInsite

Code of Data EthicsJim Dempsey, Center for Democracy and

Technology John Lovett, Web Analytics Association

Eric Peterson, Web Analytics DemystifiedMeMe Jacobs Rasmussen, Adobe

Melinda Driscoll, Best Buy

10 Techniques in 50 Minutes Clinic - Using Web Analytics to inform

Website RedesignsMark Ryan, Extractable

Room: Salon 3 & 4

eMetrics Case Studies or Doctor, Heal Thyself

Eric Feinberg, Foresee ResultsCaleb Whitmore, Analytics Pros

David Karel, Bizo

MARKETING ANALYTICS Moderator: Jim Donovan - Room: Salon 7

Track Sponsored by

MARKETING ANALYTICS Moderator: Jim Donovan - Room: Salon 7

Track Sponsored by

B2B LEAD GENERATION METRICS Room: Salon 5 & 6

B2B LEAD GENERATION METRICS Room: Salon 5 & 6

IN A CLASS BY ITSELF Moderator: Gregory Ng

Room: 3 & 4

IN A CLASS BY ITSELF Moderator: Gregory Ng

Room: 3 & 4

BREAK

Passport Winners Announced

9:00-5:00 9:00-4:00

9:00-4:30

9:00-4:30

Google Analytics Users’ Great Event - Day 1 of 2 - Room: Club

Google Analytics Users’ Great Event - Day 1 of 2 - Room: Club

Roadmap to Online Analytics SuccessStéphane Hamel, Immeria - Room: Executive

Conference Center: Room 203

Pimp Your ReportsJennifer Veesenmeyer, Stratigent - Room: Foothill J

Thursday, March 17, 2011 - Workshops Friday, March 18, 2011 - Workshops


Monday, March 14 • 10:50am – 11:40am Marketing Labs 1:Make Yourself Heard

Duff Anderson, VP, Research, iPerceptions

According to web analytics expert, Avinash Kaushik, large businesses should implement VoC analytics before anyother type of online research. Before clickstream analytics. Before A/B testing. Before competitive intelligence.

Why? Because VoC analytics informs other research deci-sions by highlighting where the customer experience fallsshort and bringing the most pertinent issues to the forefront.

Join our lab on Monday, March 14, at 10:50 a.m. in the Analytics Insight Theater if you want to:

Bring winning ideas to the table by leveraging actual cus-tomer feedback

Drive higher ROI out of your existing web analytics invest-ments

See cases where clients used VoC data to isolate problems and justify bigger projects

Monday, March 14 • 3:30pm – 4:20pm Marketing Labs 2:Four Steps Toward a More Harmonious Marriage of Customer Metrics

Moderator: Eric Feinberg, Industry Director, ForeSee Results

Panelists: Wealthy Desai, AT & T, Associate Director – att.com AnalyticsKristina Jensen, Lead Online Marketing Manager – att.com AnalyticsEric Rasmussen, Director of Research, Shutterfly

Many organizations are overwhelmed by streams of custom-er data from disconnected sources, which lead to afragmented, distorted view of the customer experience. Aligning the metrics from the customers’ perspective givesthe organization a truer picture of the health of customer

relationships. This enables web analysts and marketers toidentify concerns and opportunities and quantify their impact on the organization, to guide investment and resourcesto where they’ll have the greatest return. This Lab will focus on steps companies are taking to create a morecomprehensive understanding of the customer experience, and how to share this insight with their organizations toguide operations, marketing and planning initiatives that forge stronger customer relationships.

Tuesday, March 15 • 9:50am – 10:40amMarketing Labs 3How to Stop Annoying Your Customers

Retha Keyser, Business Development Manager, SAS Customer Intelligence Global Practice

Peter Kear, VP Sales & Marketing, IS Solutions PLC

Customer relationships are like personal relationships - what you put in is what you get out. You both have a role toplay, but as a company you have to make extra efforts to show you care about and value your customers.

But many companies stick to routines... create monotony... and continuously confuse and annoy their customers. Byfailing to plan and operate in sync, individual departments vie for a customer’s attention, and ultimately only highlightthe company’s lack of focus on the customer relationship. Fortunately, customer analytics employed as a businessstrategy, offers a new and better approach.

In today’s multi-channel digital world, customer stories are told on your Web site, on the phone with your call center,in person, and on social media. Customer analytics allow leading organizations to stay in touch with, and respond to,these stories. By aligning and timing content and means of communicating with your customers in an effective way,you show that you’ve listened, heard and understand what your customers want.

Take the first step to stop annoying your customers by joining SAS, the leader in business analytics, and ISSolutions, a leader in online managed services, to learn how companies solve these complex challenges and gainvalue by valuing their customers.

Marketing Labs take place in the Analytics Insight Theater,

Located in Exhibit Hall


Road Map to Online Analytics SuccessThursday, March 17, 2011 • Room: Executive

Conference Center: Room 203Instructor: Stéphane Hamel, Founder of the Web Analytics Maturity Model (WAMM), President of Immeria.net and Director of the Web Analytics Association

Increasing conversions, reducing acquisition costs and optimizing online marketing activities are often cited as key reasons for venturing into web analytics.

Properly installing the tool is a challenge in itself but even when done successfully, unexpected issues surface and the value of online analytics quickly fade.

Program will cover:• An efficient methodology that addresses online analytics

from a managerial perspective.• Learn the six key process areas of a successful online

initiative and how analytics can be leveraged at every step in the site life-cycle.

• You will get a clear road map to achieve success.

Workshop Schedule:9:00am to 4:30pm

Workshop Description:This workshop will go through an assessment of your online analytics goals and objectives from a business, marketing and web executive’s point of view. You will learn about the critical success factors and the process that will enable you to plan for future advancement.

At the end of this workshop, you will have learned:

• A method to do a strategic evaluation of your current and desired situation.

• How to leverage the six critical process areas of a data driven organization.

• Tips & tricks to define realistic objectives aligned with your business...how to measure & achieve them!

• How to identify areas requesting more investment and energy.

• How to communicate effectively, be a change agent and overcome political storms.

• Several real-life examples, failures & successes.

Who Should Attend?The course is specifically designed for analysts who are change agent in their organization or web and marketing

managers who want to leverage online analytics. The workshop is best suited to:

• Web Analysts and Managers• Marketing and Online Marketing Managers• E-Commerce Managers• Directors• IT Directors and Managers

Prerequisites• No knowledge of web analytics or a web analytics

solution is required• No technical knowledge is required• Interest for online strategies and measuring success is a

must!

Pimp Your ReportsThursday, March 17, 2011 • Room: Foothill J

Instructor: Jennifer Veesenmeyer, VP of Analytics, Stratigent

Pimp Your Reports is a hands-on workshop packed with tips and concrete techniques for creating meaningful dashboards and reports while applying strategy to the overall design. The concept for the Pimp Your Reports workshop series derived from watching Pimp My Ride on MTV™. The premise of the show is customizing a vehicle to reflect the unique interests and preferences of the people who are going to drive them.Pimping reports is similar in that the goal of report creation should be about customizing reports for the people who are going to use them. If you want reports that people act on, they have to be meaningful and if you want to drive action in your companies, you have to go beyond canned reporting options and learn how to Pimp Your Reports!

Pimp Your Reports Workshop is ideal for anyone interested in obtaining an effective, broad-based overview of the functional areas critical to successful dashboard reporting creation.

BONUS: Participants who bring a sample dashboard or executive report to the workshop will receive specific feedback on how to improve it.


Full-Day Workshops


8:00

9:10-9:50

9:50-10:10

4:15- 5:00

11:45-12:15

2:30-3:00

9:00-9:10

4:00-4:15

10:30-11:45

1:15-2:30

2:45-4:00

10:10 -10:30

5:00-7:00

12:15-1:15

Registration opens, Continental breakfast provided

Keynote: Justin Cutroni, WebShare - Club Room

Presentation: What’s New with Google Analytics - Phil Mui, Google - Club Room

GA Team Q&A and Closing Remarks - Club Room

Break / HelpDesk Open

Break / HelpDesk Open

Thursday, March 17, 2011

Welcome & Opening Remarks, Caleb Whitmore, Analytics Pros - Club Room

Break

Getting Clean DataIdentifying and solving most

common implementation problems

Leader: Caleb Whitmore, Analytics Pros

Configuration Best PracticesWinning with Filters, Goals,

and other key settings

Leader: Feras Alhlou, E-Nor

Tracking Beyond the Pageview

Measuring events, interaction, and other

engagement

Leader: Caleb Whitmore, Analytics Pros

All About SearchAnalyzing site-search and

external search engine traffic

Leader: Alex Langshur, PublicInsite

Campaign TrackingBasics, intermediate and

power-user tricks for comprehensively measuring

marketing activities

Leader: Dave Booth, WebShare

Hour of PowerAdvanced analysis

techniques, tips, tricks traps and tools

Leaders: Alex Langshur, PublicInsite Dave Booth, WebShare

API BasicsWhat is it, how it works, and the awesome things you can

do with it

Leaders: Dave Eckman, VKI Studios Nick Mihailovski, Google

Custom Variable MadnessTechniques for using this

powerful feature to create world peace – or at least

awesome analytics insights

Leader: Corey Koberg, WebShare

API Advanced + Q&ADiscuss advanced API

development, apps, and Q&A with API developers

Leaders: Dave Eckman, VKI Studios Nick Mihailovski, Google

Website OptimizationCase studies and practical how-to on integrating with website optimization Tools

like website optimizer, Test & Target, and Optimizely.

Leaders: Dave Booth, WebShare

John Hossack, VKI Studios

VisualizationDiscover mind-bending ways to visualize Google Analytics

data with external tools including Excel and business

intelligence products.

Leaders: Justin Cutroni, WebShare Nick Mihailovski, Google

More Than the ClickstreamGoogle Analytics is

awesome, but let’s face it – GA doesn’t do everything.

This session will delve into tools that complement

clickstream data provided by Google Analytics.

Leaders: Corey Koberg, WebShare John Hossack, VKI Studios

ImplementationRoom - Club Room

AnalysisRoom: Foothill A

API & AdvancedRoom: Foothill B

Beyond GARoom: Foothill D

Break / Discussion Tables / HelpDesk Open

Evening Reception / HelpDesk Open

Networking Lunch

Sessions Begin


Friday, March 18, 2011

Workshop Schedules

This workshop will focus on Google Analytics

fundamentals: a general overview of how GA

works, what reports are available, how to use the various features of the reporting interface,

campaign tracking fundamentals, and basic account administration.

Workshop Leaders:Dave Booth, WebShare

Corey Koberg, WebShare

This workshop is aimed at web analysts. The course

will dig into using the GA reporting interface to conduct in-depth analysis of data, mining for those “golden insights” that rest beneath the surface of top-

line analytics data.

Expect to learn advanced techniques and tricks for visitor, campaign, content, behavioral,

goal, conversion, and e-commerce

Workshop Leader:Feras Alhlou, E-Nor

Data is only as good as the implementation the produces it. This

workshop is designed to educate those responsible

for leading and/or executing Google Analytics

implementation.

Technical knowledge is required!

We’ll delve into the inner parts of how the Google Analytics JavaScript and cookies work and how to plan and execute effective implementations in basic to the most challenging of

website environments.

Workshop Leader:Caleb Whitmore,

Analytics Pros

Google Analytics Fundamentals

Room: Foothill A

Advanced Analysis

Room: Foothill B

Advanced ImplementationRoom: Foothill D

9:00

8:30

10:30

12:30

2:30

4:00

workshops begin

registration open, continental breakfast provided

morning coffee break

lunch is served

afternoon coffee break

workshops end


Monday, March 14, 2011Exhibit Hall Opens 10:00am-7:30pm

9:00am-9:45am • Keynote 1The Human Side of Marketing AnalyticsRoom: Salon 7Jim Sterne, Founder, eMetrics Marketing Optimization Summit

We have more data than we can integrate and more tools than we can manage. The raw material and the technology are abundant. But what about the human side of leveraging customer interaction information? How does an analyst start with customer data and end up with customer insights? Jim offers some thinking about thinking, some insights into the creation of insights and some practical advice about applying yourself and managing others in this data-driven but highly creative world.

9:45am-10:15am • Diamond Sponsor PresentationWhat’s Wrong with Metrics?Room: Salon 7Larry 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.

10:15am-10:35am • Platinum Sponsor PresentationDigital Analytix: The Next Generation of Web AnalyticsJodi McDermott, Senior Director Product Management and Anthony Psacharopoulos, Senior Vice President, MediaRoom: Salon 7

comScore announces a breakthrough innovation in the web analytics space with the launch of their new product Digital Analytix TM. Powered by Atomix TM technology,

this next generation web analytics platform combines what comScore does best, audience analysis with a world class analytics platform via their acquisition of Nedstat. Hear how comScore is closing the gap between audience measurement and web analytics by bringing together their Unified Digital Methodology TM with a powerful platform never before offered in North America. This combination of industry know-how and technology prowess has the ability to change the way you view and analyze your online audiences. Unlock the knowledge of who is viewing your digital content by having access to all of your data to answer new business questions in an innovative way. Simply stated, known your audience, know your business.

10:35am-11:00am • Break/Exhibits

11:00am-12:00pm • Delegates may choose to attend any session at this time

WEB ANALYTICS FUNDAMENTALS 1Free & Cheap ToolsRoom: Salon 7John Marshall, Market MotiveAdam Proehl, Managing Partner, NordicClick Interactive Benjamin Rudolph, President & CEO, Relevance Advisors

Hold onto your seats and prepare for a fast-paced review of an almost overwhelming number of low and no-cost tools and services. You don’t have to spend a lot of money on search and analytics tools to plan your media, test your offers and optimize your site. Benjamin does a survey of 10 survey tools, John analyzes 10 traditional web analytics/clickstream tools and Adam shares his opinions and compares 10 social media and competitive intelligence tools. Bring a fresh pen or a well-charged laptop to this session. The URLs will be flying.

SOCIAL MEDIA METRICS 1Measure What Matters to Your BusinessRoom: Salon 3 & 4 Katie Delahaye Paine, CEO, KDPaine & Partners

Today, what matters to your business is the relationships you have with your customers, your suppliers, your investors, your partners and your employees. Whether you work for a Fortune 500 international powerhouse or run a local nonprofit, building, managing, and measuring those relationships are fundamental to your success and the success of your organization. Our definitions for success

Summit Sessions Monday, March 14


have changed irrevocably in the last few years. Success is longer Reach or Frequency, Impressions or “Hits” - none of those are easy to determine in this new space. Success is no longer how many people you reach, but what those people to do for your organization. In this session, Katie provides concrete methods to measure those former “intangibles” in business - engagement, relationships and the impact of social media. She reveals how to establish your personalized engagement gauge and how to define a “kick butt” program.

MEDIA OPTIMIZATION 1The Known Unknowns About Digital Media MeasurementRoom: Salon 1 & 2 Andy Fisher, Starcom MediaVest

The Internet may be our most measureable medium but our measurement methods are still behind traditional media in some important ways. This is a constant challenge for large brand advertisers trying to shift traditional media dollars to digital. Andy peers into some of the gaps between digital and traditional to shine a light on what the digital industry can - and must - do to achieve an integrated measurement structure.

12:00pm-1:15pm • LunchRoom: Golden Gate

1:15pm-2:15pm • Keynote 2What the CMO Wants from Marketing AnalyticsRoom: Salon 7Michael Metz, Sr Director of Web Strategy and Marketing, CiscoPeter Sanborn, Web Analytics and BI Manager, Microsoft Brandon Bunker, Sr. Manager of Analytics, Sony ElectronicsDylan Lewis, Managing Director, Intuit

We have an over-abundance of data and a myriad of tools. We have plenty of process and technology to help our people sift, sort, slice and dice... but to what end? This panel of name-brand corporate CMO’s talks turkey about what they are getting and what they want from marketing analytics. After the search keywords have been parsed, the landing pages optimized, the navigation streamlined and the conversion rate analyzed from here to Sunday, the CMO is your true end customer. Find out what makes them tick and how to make them happy.

2:15pm-2:25pm • Gold Sponsor Presentation The Evolution of Online Voice of Customer AnalyticsRoom: Salon 7Claude Guay, President & CEO, iPerceptions

Voice of Customer (VoC) analytics has made enormous strides in the last few years. When first introduced, VoC surveys were rigid and vendors produced expensive, static reports with limited insight. These days, surveys are a common and polite way to capture visitor feedback, link to other data sets and act on reliable information. In 2011, iPerceptions is taking VoC to the next level and proudly introducing new features to allow online marketers to engage with their visitors, leverage the power of their brand, track their success as well as their success versus competitors, get alerts whenever significant changes occur, build a sense of community and create sales incentives. Come and hear about the latest innovations in VoC and how they can quickly optimize your online business results.

2:25pm-2:35pm • Gold Sponsor PresentationLearning to Love PatternsDr. Phil Mui, Group Product Manager, Google AnalyticsRoom: Salon 7

As analysts and marketers, we seek out patterns and hunt for the newest trends in order determine how can we best position ourselves for the future. Dr. Phil Mui, lead product manager for Google Analytics, will share his insight into the direction of the web and technology.

2:35pm-3:30pm • Vendor Elevator PitchesRoom: Salon 7The best way to check out who you need to talk to in the Exhibit Hall.

3:30pm-4:00pm • Break / Exhibits



4:00pm-4:50pm • Delegates may choose to attend any session at this time

WEB ANALYTICS FUNDAMENTALS 2Web Analytics and User Experience FusionRoom: Salon 7Angie Brown, Web Analytics Manager, IBMFred Beecher, Lead User Experience Consultant & Business Analyst, Evantage Consulting

When it comes to data, analytics can give you the what, but even great marketers can struggle with explaining the why. Similarly, User Experience is great for determining the behaviors, goals, and motivations of individuals, but lacks the hard data produced by thousands of people navigating a website. When these two superpowers unite, you can achieve better results faster. Come discover how combining these disciplines leads to better form interaction and increased conversion rates. Angie and Fred show how to craft data-supported, user-centric arguments that drive change and meet goals.

SOCIAL MEDIA METRICS 2 Social Media Metrics ManagementRoom: Salon 3 & 4 Scott Calise, Senior Manager of Digital Research for Entertainment and Games, MTV NetworksSteve Furman, Director, E-Business, Design, Customer Experience and Social Media, Discover Financial ServiceJohn Lovett, Senior Partner, Web Analytics Demystified

There’s a practical side of assigning responsibilities, creating chains of command, and digging value out of data. Scott shares his experience of calculating the value of traffic from blogs, Twitter and social networking sites to help MTV content and production teams with their plans and their goals. Steve reveals how he builds bridges and breaks silos to align social media stakeholders across marketing, communications, PR, sales, IT, legal, customer service, and others. Learn how to position social media and leverage it within an organization. John relates the insights he published in his white paper, “Social Marketing Analytics: A New Framework for Measuring Results.” If you need to get a handle on the management of social media metrics (and you do), don’t miss this session.

MEDIA OPTIMIZATION 2The Dilemma of Data Driven AudiencesRoom: Salon 1 & 2 Dennis Bradley, Director, Web Analytics, Charles Schwab & Co., IncShari Cleary, Vice President, Digital Media Research for Entertainment and Games, MTV NetworksColin Coleman, Ph.D., Sr. Director Data Strategy, Turner BroadcastingJon Ingalls, General Manager, Blue Kai

With the rise of behavioral targeting and data driven exchanges, slices of a given publisher’s viewers are siphoned off to a wide variety of buyers. So, how do you know you’re reaching the audience you thought you paid for? In an era of data based cookie level media buying, is website audience measurement still meaningful? Publishers, advertisers and audience measurement consumers debate the state of play and how audience measurement needs to change for the new era.

5:00pm – 6:00pm • Delegates may choose to attend any session at this time

WEB ANALYTICS FUNDAMENTALS 3Beyond Fundamentals - Using Behavioral Intent to Drive Consumer Experiences Room: Salon 7Ross Jenkins, RAPP New YorkUnderstanding the intent behind online behavior is the key to pulling value from your online data. And the ultimate intent (a purchase, an ad impression, a download) signaled by that click or series of clicks can help you vastly improve your online marketing results. A major pharma company is quantifying, measuring, and using behavioral intent as the basis for an entirely new way to digitally market their products through advanced segmentation and targeting. Ross returns by popular demand to provide a case study that shows how you can use your web data to uncover and understand intent, identify underperforming segments, and act on behavioral insights that drive both marketing and business results.



SOCIAL MEDIA METRICS 3Sentiment Analysis, Ready for Prime Time?Room: Salon 3 & 4 Gary Angel, President and CTO, SemphonicMichael D. Healy, MichaelHealy.comAnna O’Brien, Citibank

It’s great that your name is being mentioned by friends and fans but it’s also being mentioned by those who are neither. It’s your job to note if those people are saying sad things, mad things, or bad things. Do we have the technology to determine if “I’m overwhelmed” is positive or negative? Do we need to get that specific to get value? Join our panel, who bring experience from non-profit, finance and technology, as they do their level best to explain verbally - and with pictures - and in person - just how hard it is to decipher text, how indispensable sentiment analysis can be to an organization and how critical it is anyway.

MEDIA OPTIMIZATION 3Equitable Brand Equity MeasurementRoom: Salon 1 & 2 Jason Harper, Vice-President, Analytics & Marketing, OrganicPeter Sanborn,Web Analytics and BI Manager, MicrosoftSteve Tobias, Senior Vice President and Managing Director, MarketShare

Even without the advent of the Internet - much less social - cal-culating the value of branding media is complicated at best. Generating awareness, investing in driving brand attributes and raising positive brand sentiment must have concrete metrics to justify costs. Our panel brings their best practices, best efforts and best guesses to the table to reveal how brand equity is calculated these days. Learn from the perspective of the brand owner (Microsoft), the brand champion (Organic) and the brand measurer (Marketing Management Analytics).

6:00pm-7:30pm • eMetrics Reception in Exhibit Hall

8:30pm-10:30pm • eMetrics Lobby Bar PartyLocated at The View, 39th Floor, Marriott Marquis

9:00pm-12:00am • Conversion BashSponsored by

Produced by



Tuesday, March 15, 2011Exhibit Hall: Analytic Insight Theater 9:45am-4:30pm

9:00am-9:45am • Keynote 3The New Quantitative Era: Creating Successful Business Change with AnalyticsRoom: Salon 7Thomas Davenport, President’s Distinguished Professor, Babson College, Author, Competing on Analytics: The New Science of Winning

The progenitor and connoisseur of “competing on analytics” illustrates what it takes to create an analytics-driven business. Hint: it’s not about the data and it’s not about the math. Thomas is the authority on building broad capabilities for enterprise-level business intelligence and he’s back by popular demand. Thomas addresses the organizational culture and business leadership required to make the most of the science of analysis as he shares stories of people who have made this transition and the resulting competitive edge their organizations exploit. Learn how to reap the rewards of business analytics from the man who laid the groundwork and wrote the book.

9:45am-10:15am • Break/Exhibits

10:15am-10:45am • Keynote 4The AlloSphere Research Facility: Data Visualization as You’ve Never ImaginedRoom: Salon 7JoAnn Kuchera-Morin, Ph.D., Director, AlloSphere Research Facility California NanoSystems Institute, UCSB

The AlloSphere, a 30-foot diameter sphere built inside a 3-story near-to-anechoic (echo free) cube, allows for synthesis, manipulation, exploration and analysis of large-scale data sets in an environment that can simulate virtually real sensorial perception. It is a physical place designed to facilitate creativity and incubate ideas via collaboration. JoAnn takes us on a data trip through the brain and shows how they detect previously unseen patterns that could lead to new discoveries. Ever wonder what your data set might look like in 3D and sound like with 128 channels of audio?

10:45am-10:55am • Gold Sponsor Presentation Customer Data Hubs – real-time personalization without the tags! Room: Salon 7Simon Burton, CEO, Speed-Trap Limited

Today personalization is mandatory – customers are no longer prepared to consume generic corporate fluff when browsing the web – they EXPECT you to provide relevant, engaging content on your site. But it’s not so easy – sure, a bit of behavioral targeting might cover some of the bases, but really you need to be able to build and exploit a long-term view of every customer. A Speed-Trap powered Customer Data Hub is a new way to manage your customer interactions. It builds and stores records of all your visitors’ behavior, actions and experience, providing a complete cross-channel view of the customer. Then Speed-Trap’s content push technology delivers real-time, trigger-based, tag-free content injection for online and mobile applications too – add a personalization or rich media overlay to your existing sites. This presentation shows you how to build a Customer Data Hub for your business Speed-Trap: All of the smarts – none of the tags!

10:55am-11:05am• Gold Sponsor PresentationTag ManagementRoom: Salon 7Josh Manion, Founder & CEO, Ensighten, LLC.

Josh Manion, CEO of Ensighten, will be presenting on the latest developments in the rapidly developing Tag Management industry and discussing how Tag Management can be used as a transformative technology to accelerate your analytics and optimization efforts.

Summit Sessions Tuesday, March 15



WEB ANALYTICS ADVANCED 1Measuring Your Organization’s Web Analytics MaturityRoom: Salon 7Stéphane Hamel, Principal, Immeria

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.

DEEP DATA DIVING 1Tell Me Something I Don’t Know: Data DiscoveryRoom: Salon 3 & 4 Neil Mason, Consultancy Director, Foviance

This is the assignment Neil once got from a client. “Tell me something that I don’t know” is the definition of data mining - discovering unexpected patterns and relationships in data. In this session Neil explores the approach to insight generation through data mining and predictive analytical technologies. Using real world case studies he covers the ins and outs of data mining analytics on digital data, which types of techniques can be used to solve which kinds of problems and some of the challenges that you will inevitably face along the way. Discover what your data can tell you if you ask it the right questions.

MOBILE MARKETING METRICS 1Mobile Measurement StrategyRoom: Salon 1 & 2 Greg Dowling, Vice President of Mobile Strategy & Measurement, Semphonic

Greg took his knowledge of the analytics world from his work at Jupiter Research as a Senior Analyst, his time as Vice President of Strategy and Analysis at Digitas and his experience as Head of Analysis at Nokia and developed a mobile analytics Strategy, with a ‘big S’. All too often organizations take a backwards approach to developing a mobile product offering and begin with a

technology decision rather than a strategic plan. Success in mobile demands a systematic approach that begins with understanding your customers mobile usage, determining your product suitability to a mobile offering, defining your business objectives, and evaluating your level of commitment. Greg comes back to eMetrics for the umpteenth time to share his systematic approach to mobile strategy and measurement.

12:00pm-2:00pm • Lunch/Discussion TopicsRoom: Golden Gate

12:00pm-2:00pm - WAA Member MeetingRoom: Salon 1 & 2


WEB ANALYTICS ADVANCED 2Making the Most of Marketing DashboardsRoom: Salon 7Jennifer Veesenmeyer, VP, Analytics, Stratigent

What’s on your dashboard? Are the Key Performance Indicators you chose three years ago still telling you what you need to know? Does having all the dials and gauges shine a steady Green take off the edge of optimization and stopped you from drilling down into the details? Jennifer, a leading analytics consultant and Scott, a heavy-weight practitioner, look at best practices, worst examples, leading indicators and the agony of being lulled into a sense of complacency. Your dashboards can be business changing and action inducing. Come find out how. And bring your questions - this is not a lean-back session.

DEEP DATA DIVING 2Top 5 Data Mining Mistakes (and How to Avoid Them)Room: Salon 3 & 4 John Elder, PhD, Chief Scientist, Elder Research, Inc.

Deeply analyzing data to discover useful patterns has delivered enormous returns in many fields and industries. But it is easy to go too far and “torture the data until it confesses” or otherwise doom your findings to fail where they really matter: on new situations. A key to achieving quality is to avoid “worst practices”. Dr. Elder shares his (often humorous) stories from real-world applications highlighting common, but deadly, mistakes. Learn how to achieve success by laughing



(or gasping) at stories of barely averted disaster. Note: Some analytic details in the case studies can be quite technical, but the stories (and their lessons) appeal to participants across experience levels and job classifications. Learn how to find useful patterns in your data, discover analytic best practices by learning worst practices and validate the tremendous value of verified data mining.

MOBILE MARKETING METRICS 2Best Practices in Optimizing for the Mobile WebRoom: Salon 1 & 2 Mike Brown, Vice President, Optimization, VEGAS.comBreanna Wigle, eCRM Marketing Manager, Military Advantage (Military.com)

Mobile users accessing the web are on the rise as both VEGAS.com and Military.com recently discovered. Mike and Breanna discuss how they have leveraged mobile as part of their marketing strategies and what they’re doing to optimize their mobile web initiatives. Learn how VEGAS.com’s recent mobile testing and targeting have improved a number of KPIs, including a double-digit lift in conversion rates and how Military.com is rolling out their mobile optimization initiatives. Learn what you can do to improve the user experience, make your mobile website stickier, and increase conversions.

2:45pm-3:15pm • BREAK/EXHIBITS

3:15pm-4:00pm • Keynote 5Managing Marketing Metrics at Best BuyRoom: Salon 7 Lynn Lanphier, Director, Digital Analytics, Best BuyEric T. Peterson, CEO and Principal Consultant, Web Analytics Demystified

Lynn, through whom all Best Buy web data flows, teams up with consulting partner Eric, from whom Best Buy’s digital analytics strategy is derived. Together, they share adversities averted and lessons learned from Best Buy’s multi-year effort to build and staff a global center of excellence for digital analytics. Join them on their retelling of their journey bringing web analytics from the back office to the front room and into the boardroom.

4:00pm-5:00pm • Roundtable Discussion 1Top Ten Most Pernicious ProblemsRoom: Salon 7

The eMetrics Marketing Optimization Summit is all about discovering tangible, substantive solutions. Listening to experts and people with years of experience is valuable, but

we tend to learn more when we engage in discussion.The eMetrics Roundtable Discussion is the most consistently high rated part of the networking experience (that does not include alcohol). This is your opportunity to collaborate in an area where few people in your own company can help.

The goal of this discussion session is to identify common concerns and outline potential solutions. What are you facing at your company? How are others addressing those issues? No matter where you are in your marketing metrics journey, there’s more to learn from your fellow analysts. Whether it’s tools, training, hiring, organization or strategic direction, these discussions have always fostered the most compelling advancements for eMetrics attendees.

Be prepared, be specific. The more you put into this discussion the more you will receive. Tell your story - focus on an area you really want to improve - offer up advice from the lessons you’ve learned. Bring your most informative failure. You’ll be surprised by how much you can learn from other attendees by getting the inside scoop on the simplest things.


WEB ANALYTICS ADVANCED 3Integrating Analytics with Testing at DellRoom: Salon 7Charles Hua, Global Testing Operations Manager, DellJoel Wright, Global Analytics Manager, Dell

Dell was famous for being one of the first to sell computers online. Today dell.com is one of the largest ecommerce sites in the world and integrating web analytics and testing to create personalized experience for every visitor is not an option but a necessity. Joel Wright, Global Analytics Manager and Charles Hua, Global Testing Manager have been up to their eyeballs in online analytics and testing for years. In this presentation, they explain the concepts and processes that Dell uses to design, execute, and analyze tests to ensure that they answer the original hypothesis and conclude with an actionable outcome. Guidelines to follow and pitfalls to avoid are on the agenda to help you convert test ideas to accurate test setups and analyze results to make the best business decisions.



DEEP DATA DIVING 3Modeling in a Multichannel EcosystemRoom: Salon 3 & 4 Allen Crane, Executive Director, Research and Analytics, USAA

USAA used to think in terms of member contact channels: 450 million web sessions, 56 million phone calls, 20 million IVR self-service calls, 3 million faxes, etc. But given their customers have always been multi-channel, this financial services company now configures and analyzes its data across “conversations”. Allen outlines how they stitch together customer interactions across channels to cross-correlate new metrics like “containment” with stand-by’s like “satisfaction”. Allen shares lessons from his work in market intelligence and business analysis to move from tracking online behavior to monitoring customer behavior.

MOBILE MARKETING METRICS 3Mobile Apps Marketing MetricsRoom: Salon 1 & 2 Steve Eisenberg, Media Resource NetworksJoe Megibow, VP, Global Analytics and Optimization, ExpediaBob Page, VP, Analytics, eBay

Web analytics parallel mobile analytics when it comes to visits to your website via a mobile device. But mobile applications are a different story. Measuring downloads is a snap - measuring interactivity, engagement and customer delight is another story. Our panel discusses that wide variety of determining the value of this new form of marketing software and explores that age old question about mobile marketing analytics: Is there an app for that?

6:00pm-7:30pm • Web Analytics WednesdaySponsored by Room: Atrium

7:00pm-11:00pm • WAA Spring Awards Gala

Wednesday, March 16, 20119:00am-9:50 am • Keynote 6The Web Analyst Tribe and the C-Suite - A Relationship RuminationRoom: Salon 7 Thornton May, Futurist and Author, The New Know

Author of The New Know, Thornton addresses the hero of our age, the Analyst, and our hero’s interaction with the Machiavellian realities of Mahogany Row. While celebrating the essence of who you are as an Analyst, he offers a cultural anthropologist’s perspective on the value of analytics, where analytics live in the enterprise and how the relationship between the deepest data diver and the highest executive is changing. Thornton’s fieldwork is the first vernacular ethnographic and anthropological study of the analytics community. He provides a map to the universe of analytics and puts the spotlight on the substantive and courageous work analysts do to make your company a better place.

9:50am-10:00am • Passport Winners Announced

10:00am-10:30am • Break

10:30am-11:15am • Delegates may choose to attend any session at this time

MARKETING ANALYTICS sponsored byHunting for Attribution Room: Salon 7 Dean Wynkoop, Sr. Manager of Data Management, Cabela’s, Inc. The world’s largest mail-order and online outdoor outfitter has had 50 years to collect, collate and capitalize on customer data. Their large format stores are vacation destinations for many outdoor enthusiasts and they ship out 120 million catalogs per year. Dean shares the Cabela’s story from their first print ad to their current efforts to integrate data about the interplay between marketing influencers, drivers and assisters in all sales channels. Hear about their driving principles, their tool set, team structure, lessons learned and more as Dean recounts the journey from tracking their first (single response) newspaper ad clear back in 1961 to building an enterprise analytics group.

Summit Sessions Wednesday, March 16


B2B LEAD GEN METRICS 1Search Analytics in a B2B WorldRoom: Salon 5 & 6 Barbara Coll, CEO, Webmama.comJohn Forrester, Director, Web Marketing, VMwareAndreas Ryuta Stenzel, Manager, SMB Marketing, TRUSTe

The B2B world suffers from the complexities of attribution modeling (was it the Press Release or the new home page content that created more leads through search?), balancing brand-bidding versus category and figuring out how to avoid paying for tire-kickers and academics when you really want evaluators and purchasers. Barbara, Andreas and John will talk about the challenges and opportunities of B2B search measurement including SEO insights/tools, lead generation analysis and subsequent actions and keyword analysis. They will discuss their trials, tribulations and lessons learned about staying in tune with and on top of search visibility and lead generation in global B2B companies.

IN A CLASS BY ITSELF 1Government & Non-Ecommerce MetricsRoom: Salon 3 & 4 Alex Langshur, Founder and CEO, PublicInsite

Tired of hearing about improving the shopping cart experience when sales aren’t the way you measure success? Alex shows you how integrating your CRM data with behavior data (web analytics) and intent data (search) can change the way you measure and monetize brand-based, lead-gen, non-profit and corporate communications web sites. Discover the lessons learned from those in your shoes who are trying to cascade the benefits of leveraging online analytics data throughout the organization, when many view the web as “non-core” to the business. Find out how to optimize your marketing when your ‘customers’ (consumers, leads and citizens) are “buying” an idea, a brand message, or product/issue knowledge.


MARKETING ANALYTICS sponsored byFrom Direct Mail to Datastream Warehouse Room: Salon 7 Mike Anzenberger, Wells Fargo

With more than 20 years of marketing experience in the banking industry, Mike has hands-on experience with direct marketing, brand marketing, database marketing and online

sales and marketing analytics. He’s been integrating online data with good old fashioned customer data at Wells Fargo for the past three years on their Customer Information and Analytics data warehouse residing on multiple production/development servers, supporting different software instances, running in three data centers to obtain a 360 degree view of the customer. Called the Best Person to Go to for Help and Most Down-to-Earth, Mike shares his long-view perspective of what works when working with big data.

B2B LEAD GEN METRICS 2B2B Lead Management QuantificationRoom: Salon 5 & 6 Mac McIntosh, President, McIntosh Inc.

The B2C conversion funnel is turned on its side and becomes a pipeline in the B2B world. Managing leads is much different from managing consumer purchasing behavior. Mac specializes in helping companies generate more high-quality B2B sales leads, turn them into sales, track and measure results, and prove a favorable return on investment. In this session, Mac shares his tips for linking marketing communications investments to leads and sales and provides insights for determining your marketing budget and getting it approved.

IN A CLASS BY ITSELF 2Code of Data EthicsRoom: Salon 3 & 4 Jim Dempsey, VP for Public Policy, Center for Democracy and TechnologyMelinda Driscoll, Manager of Digital Analytics, Best BuyJohn Lovett, Senior Partner, Web Analytics AssociationEric Peterson, CEO and Principal Consultant, Web Analytics DemystifiedMeMe Jacobs Rasmussen, Chief Privacy Officer, Adobe

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 is a corporate and industry challenge and a responsibility given the perception of personal invasion. As professional analysts, we must accept, recognize and be committed to honesty, transparency and accountability in our work. If not, the public will rebel and demand that the government legislate. Join Eric (author of the Web Analyst’s Code of Ethics), John (WAA advocate), Jim (protector of civil liberties and privacy), MeMe (Chief Privacy Officer) and Melinda (who may have the most to lose from legislation) as they discuss the threats to our industry both internal and external.



12:00pm-1:00pm • LunchRoom: South Grand Assembly


MARKETING OPTIMIZATION CLINICS 1Does It Blend? Automating an Excel Mash Up and Delivery ProcessRoom: Salon 7 Joshua Katinger, President, Accession Media

One of the biggest challenges today for the business analytics practitioner is disparate data sources, and report delivery. Outside of large, complicated, and expensive business intelligence systems, most practitioners are stuck with cutting and pasting data from multiple sources into one or multiple (in the case of agencies) Excel documents, and then emailing those reports out to a list of stakeholders. In this session Josh shows internal analytics managers or agencies how to merge Google Analytics data, GoogleAdWords, and natural search rankings and automate the regular delivery of those reports using Shufflepoint.

MARKETING OPTIMIZATION CLINICS 2KPI Clinic, The Doctors Are InRoom: Salon 5 & 6 June Li, Founder and Managing Director, ClickInsightStéphane Hamel, Principal, ImmeriaAngie Brown, Web Analytics Manager, Elsevier Publishing

There’s much talk about KPIs and how they need to be relevant to business outcomes, be few in number and drive action. But many people struggle to put the strategy into practice. Submit your KPI’s and your strategy problems and let the Doctors diagnose your situation. These leading marketing metrics experts will discuss what makes a good KPI and then offer advice, guidance and recommendations.

MARKETING OPTIMIZATION CLINICS 310 Techniques in 50 Minutes Clinic - Using Web Analytics to inform Website RedesignsRoom: Salon 3 & 4 Mark Ryan, VP of Client Services, and COO, Extractable

This session reveals how organizations are using web analytics and digital research tools to significantly improve in-site conversion using quick redesigns. Recent changes to the sites of SanDisk, Charles Schwab, and TRUSTe

illustrate effective techniques for advancing information architecture, wireframes, graphic design, landing page strategies, content development, and integration with social media networks. Using KPIs and supporting analytics to inform each deliverable, this session will reveal how these techniques have driven double- and triple-digit growth in conversion goals such as lead generation, ecommerce, and visitor loyalty.

1:50pm-2:15pm • Break




MARKETING ANALYTICS sponsored byMeaning Based Marketing - Testing You Wish You Could Do Too Room: Salon 7 Craig Sullivan, Group eBusiness Customer Experience Manager, BelronWith increased pressure on marketing budgets, dramatic increases in information from social media, and an emphasis on measurable online techniques, marketers now need to understand changing visitor needs, behaviors and preferences in real-time in order to boost website conversion rates, leads and sales. Craig shares his years of experience and gets specific to show how he has dramatically boosted click-through rates and online revenues for many of the UK’s leading websites.

B2B LEAD GEN METRICS 3Best-in-Class Best Practices for B2B Marketing MetricsRoom: Salon 5 & 6 Adam Greco, Director of Web Analytics, Salesforce.com

Think the lack of a shopping cart is a brick wall? Think again. Adam shares advanced tactics B2B companies can leverage based upon his work at Salesforce.com. Come learn how to connect the dots between website visitors and pipeline management through lead generation data integration. See how Salesforce.com uses customer data to inform prospective customer targeting. At Salesforce.com, data is viewed as a strategic part of business initiatives instead of a reporting afterthought. Learn some ways that you can better position yourself (and your team) to be more relevant and vital to your executives.

IN A CLASS BY ITSELF 2eMetrics Case Studies or Doctor, Heal ThyselfRoom: Salon 3 & 4 Eric Feinberg, Industry Director, Content, Media & Entertainment, Foresee ResultsCaleb Whitmore, Principal Consultant & CEO, Analytics ProsDavid Karel, VP of Marketing, Bizo

You have been under the microscope. How did you hear about the eMetrics Marketing Optimization Summit? How

did you find eMetrics.org website? How well were you able to navigate? What were the most important factors in your decision to come or to come back? How does eMetrics.org rate for customer satisfaction? How about the Summit itself? The eMetrics team has been working with a number of technologies and analysts to make the most of our online marketing. In this session, we’ll look closely at classic web advertising, web analytics and customer satisfaction analysis with YOU as the test subject.

3:10pm-4:00pm • Keynote 7Social Media by the NumbersRoom: Salon 7 Guy Kawasaki, Managing Director, Garage Technology Ventures

With ten books, tens of thousands of friends on Facebook, hundreds of thousands of followers on Twitter and a Technorati Authority of 100, Guy Kawasaki has made a career of communication. Whether he’s advising entrepreneurs, promoting start-ups or announcing his latest book, Enchantment: The Art of Changing Hearts, Minds, and Actions, Guy has a lot of people clamoring for his attention and a lot of transmission channels to monitor. How does he do it? Guy shares his approach, his tools, his management style and the advice he gives his Golden Touch start-ups about measuring social media in particular and marketing in general.

4:00pm-4:30pm • A Few Sterne Words - Jim Wraps it All UpRoom: Salon 7



Thank you to our sponsorsSee the separate Expo Hall Guide for Sponsor Descriptions.

GOLD

DIAMOND

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BRONZE

NEWCOMERS PAVILION

CONFERENCETRACK SPONSOR

LANYARDSPONSOR

Thank you to our sponsorsSee the separate Expo Hall Guide for Sponsor Descriptions.


Brandon Bunker, Sr. Manager of Analytics, Sony Electronics

As Senior Manager of Analytics at Sony Electronics, Bran-don provides strategy, analysis and insight across multiple digital disciplines including online marketing, e-commerce sites, brand (content) sites, and social networking. Previous to Sony, Brandon was Senior Web Analyst at Nike, and held a variety of positions with the Department of Defense, including Web Analytics Team Leader and Signals Analyst. He holds an MBA from University of Maryland and a BA from Brigham Young University.

Keynote: What the CMO Wants from Marketing Analytics

Thomas Davenport President’s Distinguished Professor, Babson College; Author, Competing on Analytics; Co-Founder, International Institute for Analytics

Thomas Davenport holds the President’s Chair in Information Technology and Management at Babson College and is responsible for the overall management of the Institute for Process Management. His most recent book, Competing on Analytics: The New Science of Winning is the #2 best seller in Amazon’s Data Mining and Social Science Methodology categories. Davenport is an Accenture Fellow, and in 2003, was the Academic Director of the Information Work Productivity Council, a research consortium of seven technology firms.

Voted the third leading business-strategy analyst (just behind Peter Drucker and Tom Friedman) in Optimize Magazine, Davenport is a world-renowned thought-leader who has helped hundreds of companies revitalize their management practices. He combines his interests in business, research, and academia having earned a PhD from Harvard University in social science and has taught at the Harvard Business School, the University of Chicago, Dartmouth’s Tuck School of Business, and the University of Texas at Austin. He has also directed research centers at Accenture, McKinsey & Company, Ernst & Young, and CSC. Keynote: The New Quantitative Era: Creating Successful Business Change with Analytics

Guy KawasakiManaging Director, Garage Technology Ventures

Guy Kawasaki is a managing director of Garage Technology Ventures, an early-stage venture capital firm and a columnist

for Entrepreneur Magazine. Previously, he was an Apple Fellow at Apple Computer, Inc. Guy is the author of nine books including Reality Check, The Art of the Start, Rules for Revolutionaries, How to Drive Your Competition Crazy, Selling the Dream, and The Macintosh Way. He has a BA from Stanford University and an MBA from UCLA as well as an honorary doctorate from Babson College.

Keynote: Social Media by the Numbers

JoAnn Kuchera-Morin, Ph.D., Director, AlloSphere Research Facility, California NanoSystems Institute, University of California, Santa Barbara

JoAnn Kuchera-Morin is a composer, Professor of Media Arts and Technology and Music, and a researcher in multi-modal media systems content and facilities design. Her years of experience in digital media research led to the creation of a multi-million dollar sponsored research program for the Uni-versity of California—the Digital Media Innovation Program. She was Chief Scientist of the Program from 1998 to 2003. The culmination of Professor Kuchera-Morin’s creativity and research is the AlloSphere, a 30-foot diameter, 3-story high metal sphere inside an echo-free cube, designed for immer-sive, interactive scientific and artistic investigation of multi-dimensional data sets. Scientifically, the AlloSphere is an instrument for gaining insight and developing bodily intuition about environments into which the body cannot venture—ab-stract higher-dimensional information spaces, the worlds of the very small or very large, and the realms of the very fast or very slow. Artistically, it is an instrument for the creation and performance of avant-garde new works and the devel-opment of new modes and genres of expression and forms of immersion-based entertainment.

Professor Kuchera-Morin serves as the Director of the Al-loSphere Research Facility located within the California NanoSystems Institute, Elings Hall, at the University of Cali-fornia, Santa Barbara. JoAnn Kuchera-Morin earned a Ph.D. in composition from the Eastman School of Music, University of Rochester.

Keynote: The AlloSphere Research Facility: Data Visualization as You’ve Never Imagined

Lynn LanphierDirector, Digital AnalyticsBest Buy

In her role at Best Buy Lynn leads the Digital Analytics team, which includes industry research, competitive analysis, web

Keynote Speakers


Keynote Speakersanalytics and multi-channel data integration. She and her team are passionate about helping the business connect the dots by transforming data and information into insights and action plans that drive business results. Prior to Best Buy, Lynn worked for over ten years at Spiegel Catalog in a variety of marketing and merchandise planning roles.

Keynote: Managing Marketing Metrics at Best Buy

Dylan Lewis, Managing Director, Intuit

At his role at Intuit, Dylan, and his team, is focused on trans-lating the actions, experiences, and attitudes of visitors into better website experiences. Dylan joined Intuit in 2005 after working as a Senior Consultant at Visual Sciences, and Direc-tor of Marketing at SmartDraw.com. With an MS in Psychol-ogy, Dylan is focused on the TurboTax.com web experience.


Thornton MayFuturist and Author, The New Know

Thornton May is Futurist, Executive Director and Dean of the IT Leadership Academy. His extensive experience researching and consulting on the role and behaviors of Boards of Directors and “C” level executives in creating value with information technology has won him an unquestioned place on the short list of serious thinkers on this topic. Thornton combines a scholar’s patience for empirical research, a stand-up comic’s capacity for pattern recognition and a second-to-none gift for storytelling to the information technology management problems facing executives.

Thornton has established a reputation for innovation in time-compressed, collaborative problem solving pioneering the Lyceum (an intense learning experience designed to keep ‘C’-level executives abreast of emerging technology trends); the Directors’ Institute (a forum for Board members to increase their awareness of technology management issues); and the Controller’s Institute (arena for European Chief Financial Officers to fine tune processes associated with making technology investments). Thornton designs the curriculum that enables the mental models that allow organizations to outperform competitors, delight customers and extract maximum value from tools and suppliers.

Keynote: The Web Analysts Tribe and the C-Suite - A Relationship Rumination

Michael MetzSr Director of Web Strategy and Marketing, Cisco

Michael Metz is Senior Director of Web Marketing and Strategy at Cisco. With a team of over a hundred and twenty web professionals he’s responsible for the company’s marketing strategy on the worldwide web. This includes editorial, search engine optimization, user experience, design, publishing, analytics, mobile and governance.

Cisco.com is the primary hub for the company’s marketing activities. “Drive to web” is the Cisco marketing mantra. As resources have become tighter, marketing on the web has proven to be the most economical and effective way to reach customers and prospects.

The corporate site has won numerous awards for implementation of community, video, mobile, user-generated content, conversation, collaboration, personalization, global localization, and web 2.0 technologies. Site IQ consistently ranks Cisco.com as one of the top B2B sites. Byte Level Research ranked the site third only to Google and Wikipedia in global impact.

Mr. Metz is a 25-year veteran of the computer industry, focused on the application of technology to learning and performance. Prior to joining Cisco Mr. Metz was employed at Apple Computer for ten years in a variety of sales and marketing positions.

He’s an alumnus of the University of Illinois at Champaign-Urbana, with graduate work in Instructional Technology at Governor’s University in Chicago Illinois.


Eric T. Peterson CEO and Principal Consultant, Web Analytics Demystified

Eric has worked in web analytics since the late 1990’s in a variety of roles including practitioner, consultant, and analyst for several market-leading companies. He is the author of three best-selling books on the subject, Web Analytics Demystified, Web Site Measurement Hacks, and The Big Book of Key Performance Indicators, as well as one of the most popular web analytics bloggers at www.webanalyticsdemystified.com.

Keynote: Managing Marketing Metrics at Best BuyIn a Class By Itself: Code of Data Ethics


Keynote Speakers

Peter SanbornWeb Analytics and BI Manager, Microsoft

Peter Sanborn has been in the digital marketing industry for the past 10 years. He manages a team of web analysts focused on improving the customer experience and marketing value of Microsoft.com, the 5th most trafficked web site in the world. It serves a diversity of audiences coming from various job roles, company sizes, and geographic locations. Peter’s team deals with both the successes and challenges of running a web analytics program for this huge and multi-functional site on a daily basis. In addition to practicing digital marketing and web analytics daily, Peter serves as President of the Web Analytics Association.


Jim Sterne Founder, eMetrics Marketing Optimization Summit

Jim is an international speaker on electronic marketing and customer interaction. A consultant to Fortune 500 companies and entrepreneurs, he focuses his twenty five years in sales and marketing on measuring the value of the Internet as a medium for creating and strengthening customer relationships. Jim has written six books on Internet advertising, marketing and customer service including, Web Metrics; Proven Methods for Measuring Web Site Success. He is the Founding President and current Chairman of the Web Analytics Association and is very pleased you could make it to the eMetrics Marketing Optimization Summit.

Keynote: The Human Side of Marketing Analytics


SpeakersDuff Anderson, Vice President, Research, iPerceptions

Duff Anderson is a seasoned executive with over 15 years experience developing and marketing strategic online research. Anderson has been with iPerceptions since its in-ception in 2000; he developed the company’s core product offering, the webValidator, and led multiple research initia-tives, including open-ended text categorization, predictive modeling, and behavioral integration. A widely recognized and often quoted expert, Anderson has spoken at many internet technology conferences, including Internet Retailer, eTail, eMetrics and ad:tech

Marketing Lab: Make Yourself Heard

Mike Anzenberger, Wells Fargo

Mike Anzenberger Mike Anzenberger most recently man-aged on-line sales and marketing analytics for Wells Fargo’s consumer and small business segments on WellsFargo.com. His team of statisticians, business and systems analysts navigate data related to 20 million customer and prospect sales and marketing interactions across multiple internal and external web platforms. Mike has 20 years of direct market-ing experience leveraging search, display, email, targeted on-site banner, email, direct mail and drtv. He has led a number of teams to develop large scale direct marketing so-lutions for companies like Wells Fargo, WellPoint, KeyBank and Bank of America. Mike provides independent consulting support to companies in the financial services and direct marketing industries, and resides in the San Francisco Bay Area with his wife and family.

Marketing Analytics: From Direct Mail to Datastream Warehouse

Fred Beecher, Lead User Experience Consultant & Business Analyst, Evantage Consulting

Fred Beecher is a Lead User Experience Consultant & Busi-ness Analyst with Evantage Consulting. Fred has been pas-sionately engaged in the User Experience Design field for the past 12 years. He has worked with clients in a diverse array of industries but maintains a particular focus on the Healthcare and Medical Device industries.

A recognized expert in rapid prototyping and user experi-ence design process, Fred speaks frequently on the topic at national professional conferences and local user experience group meetings. Past presentations include the Information

Architecture Summit (2007, 2009), Interaction (2010), Web 2.0 Expo (2010), and the Webdesign International Festival in Limoges, France (2010). In 2007, Fred developed the official training program for the Axure RP Pro rapid prototyp-ing tool at the request of its makers. He has since trained additional consultants to give the courses and currently leads a broader Axure training program for Evantage.

Fred has a Bachelor of Science from the University of Min-nesota and an Award of Achievement in Web Analytics from the University of British Columbia. Fred is an HFI Certified Usability Analyst and belongs to the Information Architecture Institute and the Interaction Design Association.

Web Analytics Fundamentals Track: Web Analytics and User Experience Fusion


SpeakersDennis Bradley, Director, Web Analytics, Charles Schwab & Co., Inc

Dennis has over 15 years of experience in sales, marketing and analytics; he has spent the last 7+ years focused on the electronic channels. At Charles Schwab, Dennis leads web analytics analysis, reporting and maintenance on all of Schwab’s websites, including Schwab.com, the firm’s “flag-ship store” and its’ most active client and prospect touch point. The Schwab web analytics team is focused on deliver-ing actionable intelligence from web analytics analyses, voice of the client feedback and online testing & targeting to help shape strategic decision making for all websites’ business teams and across Schwab marketing.

Media Optimization Track: The Dilemma of Data Driven Audiences

Angie Brown, Web Analyst, IBM

Angie Brown has over 10 years of web analytics experi-ence, both on the vendor and practitioner side. She currently an analyst on contract for a large, global technology firm, specializing on web metrics strategy and process improve-ment. In her prior role at Elsevier, a medical publisher, Angie led implementation, analysis, and data integration efforts for more than 100 websites. Prior to her practitioner days, Angie led the Professional Services Group for IBM’s SurfAid, and then moved into Strategic Services consulting for Coremetrics. She is past Co-Chair for the WAA Standards Committee.

Web Analytics Fundamentals: Web Analytics and User Experience FusionMarketing Optimization Clinics: KPI Clinic, The Doctors Are In

Mike Brown, Vice President, Optimization, VEGAS.com

Mike leads the Optimization team responsible for enhancing user experience and conversion across VEGAS.com’s con-sumer websites, business user web applications and contact center. The group strives to deliver customer-friendly experi-ences that allow users to quickly and easily find, research and book their Las Vegas travel and entertainment. Mike previously led VEGAS.com’s Internet Marketing and Product Management efforts, and before joining the company in 2003, held roles as the Director of Business Development and the Director of Consumer Communications at EarthLink.

Presentation: Real Time, Actionable Voice of Customer Across All Touch PointsMobile Marketing Metrics: Best Practices in Optimizing for the Mobile Web

Simon Burton, CEO, Speed-Trap Limited

Simon has 23 years IT/Computing sales and sales manage-ment experience. Before becoming Managing Director Simon was Vice President of Sales at Speed-Trap since its inception in 1999. Simon is responsible for all aspects of sales and business development strategy and implementation in order to ensure that the Company meets corporate sales and revenue goals. In addition to heading up the sales function team at Speed-Trap, Simon has a hands-on role developing strategic relationships with Original Equipment Manufacturers (OEM’s), Value Added Reseller (VAR) relationships along with strategic End Users Prior to his tenure at Speed-Trap, Simon was Sales Director (EMEA) for Maxoptix Corporation for 7 years, a pioneer in optical technology, where he successfully established their international offices and devised and implemented a suc-cessful pan-European indirect channel strategy. He was also responsible for developing and managing the Corporation’s European OEM accounts and specialized in the medical imaging, Telco/switching systems and broadcast/AV edit-ing manufacturers throughout EMEA. Simon’s experience of implementing effective indirect business relationships is ideally suited to Speed-Trap’s chosen indirect business model, which allows the company to support global sales into a wide variety of vertical and horizontal markets via the company’s extensive range of partnerships and resellers. Simon’s interests include travel, music (especially Pink Floyd), his two teenage daughters and all sports (a golfing bandit)!

Gold Sponsor Presentation: Customer Data Hubs - real-time personalization without the tags!

Scott Calise, Senior Manager of Digital Research for Entertainment and Games, MTV Networks

Scott began his professional career in analytics in 2004 at a pharmaceutical development company in North Carolina. In 2006, he made his way to New York City and the world of web analytics where he held the role of Site Metrics Manager at Martha Stewart Living Omnimedia until 2009. While at Martha Stewart, Scott worked to develop and expand the company’s use of their analytical tools and data to support business goals and decisions. He also helped advise Martha on how to best use Twitter. In March 2009, Scott joined MTV Networks as a Senior Manager of Digital Research for the Entertainment and Games group which includes such sites as ComedyCentral.com, SouthparkStudios.com, TVLand.com and Atom.com. Scott is an active member of the Web Analytics Association (WAA), the Interactive Advertising Bureau (IAB), the Online Publishers Association (OPA) and can often been found talking shop at a Web Analytics Wednesday in New York City.Social Media Metrics: Social Media Metrics Management


SpeakersShari Cleary, Vice President, Digital Media Research for Entertainment and Games, MTV Networks

Shari Cleary has more than 11 years of experience in Web analytics and is currently the vice president of digital media research for MTVN’s Entertainment and Games group. In this role, she is responsible for all Web analytics for Comedy Central Digital, Spike Digital and TV Land Digital. Prior to joining MTVN, Cleary was a Digital Marketing Consultant for Visual Sciences (acquired by Omniture) and worked closely with Media and Content customers to optimize their Web analytics. She was also the director of research for CBS Digital Media from 2002-2006. Cleary was first intro-duced to digital media research when she joined Media Me-trix (acquired by comScore) in 1999. At Media Metrix, she was a research analyst and was also responsible for training Media Metrix analysts worldwide. Cleary has spoken at nu-merous industry conferences including eMetrics Summits and Stanford’s Web Publishing Conferences. She graduated from Binghamton University’s School of Management in 1997.

Media Optimization: The Dilemma of Data Driven Audiences

Colin Coleman, Ph.D., Sr. Director Data Strategy, Turner Broadcasting System, Inc.

Colin Coleman is the Sr. Director of Data Strategy within the Audience & Multi-Platform Technologies team at Turner Broad-casting. In this role he delivers enterprise-wide data strategies and insight capabilities for properties such as CNN, Cartoon Network, Adult Swim, NBA, NASCAR, TruTV, TNT and TBS, across online, mobile and linear platforms. Colin’s responsi-bilities span the audience data lifecycle, from identification of data monetization strategies through implementation of cross-platform data integration initiatives. He also manages global data standardization programs and ultimate delivery of audi-ence insight and best practice capabilities. Colin has over 20 years experience leading analytics-focused product manage-ment, product development, research, and operations teams across a broad range of verticals, including media, financial services, supply chain, B2B and aerospace. Colin started his analytics career with NASA as a Research Scientist and has a Ph.D. in Computational and Experimental Aerodynamics from Stanford University.



SpeakersBarbara C. Coll, CEO, Webmama.com Inc.

Barbara “WebMama” Coll is an internationally recognized expert in search engine marketing (SEM) with a firm grasp on the industry offerings and their direction. Her current focus is on high search visibility on the web both for content the client has full control over and where they need to play in other people’s sandboxes releasing some control. She has strong beliefs on why her clients need to get involved in these marketing tactics. She founded WebMama.com in 1996 and has been highly successfully in helping start-up companies and brand-name clients achieve their goals of driving high quality visitors to their websites. She has recently expanded WebMama.com consulting into the Clean Tech and Life Sciences industries.

Barbara has been involved with product and program market-ing in Silicon Valley for 23 years, including marketing posi-tions with Sun Microsystems and other leading edge startups.

Barbara was a co-founder, first President, and the first Chair of the Search Engine Marketing Professionals Organization (SEMPO). Her passion about the industry leads her to be an entertaining speaker and an advisor to many Valley start-ups and venture capitalists. She was instrumental in promoting the value of search engine advertising to enterprise business-es and influential in the feature set and construct of the past and current evolutions of the search advertising products available today.

B2B Lead Gen Metrics: Search Analytics in a B2B World

Allen Crane, Executive Director, Research and Analytics, USAA

Allen Crane has more than 14 years experience in eBusi-ness, web/cross-channel analytics, marketing analytics, profitability analysis, customer segmentation, and process improvement. Allen has worked as both client and consul-tant, and his industry experience ranges from Fortune 50 to start-ups, including American Airlines, Wells Fargo, AT&T, Dell, and Louis Vuitton. He currently serves as Executive Director of Research and Analytics at USAA, where he is responsible for Web and Mobile Analytics, Cross-Channel Analytics, and Interactive Marketing Analytics. His current areas of focus are developing multivariate experimentation strategies and cross-channel analytics. Allen has authored articles and papers on web analytics and optimizing online marketing investments. He has been a guest speaker at MIT Sloan School of Business, the University of Texas at Austin, the Omniture Summit, and the Gartner Business Intelligence Summit. Allen holds a M.S. in Operations Research from

Southern Methodist University, and a B.S. in Information Systems from the University of Texas at Arlington.

USAA is a leading financial services company that has stayed atop Business Week’s “Customer Service Champs” ranking with a #1 or #2 spot for four years in a row.

Deep Data Diving: Modeling in a Multichannel Ecosystem

James X. Dempsey, Vice President for Public Policy, Center for Democracy & Technology

Jim Dempsey is Vice President for Public Policy at the Center for Democracy & Technology (CDT), a non-profit public policy organization focused on privacy and other issues affecting the future of the Internet. Mr. Dempsey joined CDT in 1997, served as Executive Director from 2003 to 2005, and currently heads CDT’s West Coast office in San Francisco. Mr. Dempsey concentrates on Internet privacy and government surveillance. He coordinates Digital Due Process, a diverse coalition working to update the Electronic Communications Privacy Act of 1986.

In a Class by Itself: Code of Data Ethics

Jim Donovan, Vice President, Industry Marketing & Solutions, Teradata

Jim Donovan is responsible for Teradata’s industry solutions business across all vertical markets globally. Donovan’s career has been focused on the application of technology to address the strategic data and analytic issues in Global 3000 businesses.

His team is responsible for all for all facets of Teradata’s industry approach including strategy, solution development, marketing and strategic partnerships.

Donovan has previously held a number of senior positions in sales, marketing, consulting and offer development. He has worked on an international level for the past ten years and has assisted some of the world’s largest institutions in gaining competitive advantage through the innovative use of technology.He is a graduate of Gannon University in Pennsylvania where he earned a bachelor’s in marketing.

Moderator, Marketing Analytics Track


SpeakersGreg Dowling, Vice President of Mobile Strategy & Measurement, Semphonic

Greg Dowling An expert in mobile measurement and enterprise analytics with fifteen years in the industry, Greg heads Semphonic’s New York office and leads their mobile strategy and measurement practice. Prior to Semphonic, Greg was Head of Analysis for Nokia’s Services Intelligence & Analytics organization and responsible for the analysis of all consumer data within the organization’s Music, Media, Messaging, Games, and Social Location domains. He was also Vice President of Strategy & Analysis for Digitas, where he led web analytics efforts for clients including Delta, Kraft, Heineken, and Time Warner Cable. Greg has also worked for Jupiter Research as a senior analyst focused on the best practices for Web site operations including web site analyt-ics, site search, content management and usability. Prior to Jupiter Research, Greg was Senior Manager of Strategic Web Analysis for Scholastic Inc., Director of Web Design & Production for Cendant Marketing Group, and Regional Operations Manager for an online database service distrib-uting digital maps and data to the environmental consulting industry. Greg began his career as a professional Geologist supporting clients such as Mobil, Shell, and Exxon.

Mobile Marketing Metrics: Mobile Measurement Strategy

Melinda Driscoll, Manager of Digital Analytics, Best Buy

Melinda Driscoll is Manager of Digital Analytics for Best Buy. In this role, Melinda oversees the day-to-day analysis practice for BestBuy.com, Best Buy’s mobile sites and apps, digital marketing, as well as supporting Best Buy’s global expansion. Melinda joined Best Buy last year, pursuing a chance to work for a leading multichannel retailer bring-ing together her passion for digital media and achieving business results. Prior to Best Buy, Melinda was Director of Digital Media at American Public Media specializing in digital media distribution and transitioning audiences from analog radio to digital content platforms. Melinda holds an MBA from the Carlson School of Management.

In a Class By Itself: Code of Data Ethics

Steve Eisenberg, Consultant, Media Resource Networks (MRN)

Steve Eisenberg, is a consultant at Media Resource Net-works (MRN). MRN is a consulting firm specializing in Business Development and Internet Strategy with expertise in mobile telecommunications and social media.

Before creating MRN, He also worked over a seven- year period at the Walt Disney Company. For Disney, Mr. Eisen-berg combined Disney’s Internet properties with traditional broadcast media. He also developed online marketing strategies for ABC Entertainment advertising clients, includ-ing General Motors, Procter and Gamble, and Barnes and Noble, resulting in increased ad revenue by $1 million. For ABC Sports, Mr. Eisenberg established an online sports store, generating $30,000 in promotional product sales during the first year. Mr. Eisenberg also received a business citation from Michael Dell on success of a partnership be-tween ABCNews.com, Microsoft, and Dell for producing an online promotion with Good Morning America. The project saved Disney 80K for hardware and software costs, while Dell and Microsoft received 100K in promotional consider-ation online and on television.

He earned a BA in Communications Arts from Ramapo College, Mahwah, New Jersey and completed additional advanced course work in Project Management at New York University. Mr. Eisenberg has served as Treasurer on the Young Professionals Board of the Advertising Club of New York. He also has been on the Senior Programming Com-mittee of the New York New Media Association. He has do-nated his project management and marketing services to the National Multiple Sclerosis Society and Share Our Strength. He also served as Vice President, Marketing for the New York City affiliate of www.PMI.org. In 2007, Mr. Eisenberg was inducted into the Old Timer’s Internet Foundation. The organization consists of 450 senior level Internet executives with 10 or more year’s experience in the industry.

In 2010 he was interviewed by Read Write Web for an article on Startup organizations planning to get into the mobile space. Mr. Eisenberg was pre-selected to be a par-ticipant for the Q&A portion of a business conference called, Reset Business, featuring, Michael Eisner, Tom Peters, Gary Vanderchuck, and Seth Godin.

Mobile Marketing Metrics: Mobile Apps Marketing Metrics


SpeakersJohn F. Elder IV, Ph.D, Chief Scientist, Elder Research, Inc.

John obtained a BS and MEE in Electrical Engineering from Rice University, and a PhD in Systems Engineering from the University of Virginia, where he’s an adjunct professor teaching Optimization or Data Mining. Prior to 15 years at ERI, he spent 5 years in aerospace defense consulting, 4 heading research at an investment management firm, and 2 in Rice University’s Computational & Applied Mathematics department. Dr. Elder has authored innovative data mining tools, is a frequent keynote speaker, and was co-chair of the 2009 Knowledge Discovery and Data Mining conference, in Paris.

John’s courses on analysis techniques -- taught at dozens of universities, companies, and government labs -- are noted for their clarity and effectiveness. Dr. Elder was honored to serve for 5 years on a panel appointed by the President to guide technology for National Security. His book with Bob Nisbet and Gary Miner, Handbook of Statistical Analysis & Data Mining Applications, won the PROSE award for Math-ematics in 2009. His book with Giovanni Seni, Ensemble Methods in Data Mining: Improving Accuracy through Com-bining Predictions, was published in February 2010.

Deep Data Diving: Top 5 Data Mining Mistakes (and How to Avoid Them)

Eric Feinberg, Industry Director, Content, Media & Entertainment, ForeSee Results

Eric is responsible for the development of strategic solutions for the Content, Media, and Entertainment industry. Eric’s background includes roles as web marketing analyst at Gruntal & Co., multi-channel strategy consultant at Wheel-house, usability specialist at Vividence (Keynote Systems), and focus group moderator at Kelton Research. As tech-nologies and trends change and evolve, Eric maintains his awareness and command of how best to understand and motivate the online consumer on behalf of his clients.

In a Class By Itself: eMetrics Case Studies or Doctor, Heal ThyselfMarketing Lab: Four Steps Toward a More Harmonious Mar-riage of Customer Metrics

Andy Fisher, EVP Global Data & Analytics Director, Starcom Mediavest

As EVP Global Data & Analytics Director for Starcom Media-vest, Andy leads the data and analytics practice across all

channels including both digital and traditional. An outspo-ken industry veteran, Andy brings 15 years of experience to this role with the last 11 spent in digital at Razorfish and Personify and the first 4 spent in traditional media analytics at IRI.

Moderator: Media Optimization TrackThe Known Unknowns About Digital Media Measurement

John Forrester, Director, Web Marketing, VMware, Inc.

John Forrester is director, web marketing for VMware, where he manages global web marketing and content on vmware.com. In this role, Forrester is responsible for creating and executing web marketing programs and global SEO.

Forrester brings more than 20 years of experience working in Silicon Valley, including marketing, global Web, search marketing, customer acquisition and digital marketing strate-gies. Prior to joining VMware, Forrester was the VP of mar-keting at Outspark.com. He also led marketing and product


Speakersmarketing for YouSendIt.com. Earlier, Forrester held market-ing management positions at Lexar, Samsung and Microsoft.


Larry Freed, President and CEO, ForeSee Results

Larry Freed is President and CEO of ForeSee Results, a lead-ing customer satisfaction management company with solutions based on the American Customer Satisfaction Index (ACSI). With nearly 20 years senior management experience, Mr. Freed has directed numerous e-commerce and technology initiatives. His background also includes 15 years of experi-ence in the banking sector, holding senior level positions with First Chicago NBD and Bank One. An expert on web cus-tomer satisfaction, he is a frequent commentator on measuring online customer satisfaction and has been quoted in numerous publications and media, including: The Wall Street Journal, The Washington Post, Internet Retailer, Computerworld, ClickZ, Information Week, Investor’s Business Weekly, CNN, CBS Market Watch, CRM Today, Destination CRM and Fed-eral Computer Week, among others.

Sponsor Presentation: What’s Wrong with Metrics?

Steve A. Furman, Director, E-Business, Design, Customer Experience and Social Media, Discover Financial Services

Steve A. Furman is Director E-Business for Discover Financial Services (NYSE: DFS). Discover is a leading credit card is-suer and electronic payment services company, and one of the most recognized brands in U.S. financial services. Mr. Furman is responsible for the design, customer experience, mobile and social media for Discover.com, the firm’s con-sumer facing site serving millions of customers. He has been engaged in digital design and marketing since 1995.

Social Media Marketing Metrics Track: Social Media Metrics Management

Adam Greco, Director of Web Analytics, Salesforce.com

Adam manages all aspects of web analytics for various Salesforce.com websites. Previously, Adam was one of the leaders of the Omniture Consulting team and author of the popular Inside Omniture SiteCatalyst blog.

B2B Lead Gen Metrics: Best-in-Class Best Practices for B2B Marketing Metrics


SpeakersVictoria Grey, Web Insights and Analytics Manager,Dolby Laboratories

A former media planner and buyer, Vicki made the jump from advertising to web analytics ten years ago to get a more satisfying 360°view of her clients’ online campaigns. At the time she was working agency side at Avenue A|Razorfish. Clients included Visa USA, Samsung USA, and Reckitt Benckiser’s Electrasol, Jet-Dry, and Finish brands. Since then, Vicki moved client side and for the past two years has been managing web analytics for Dolby.com and its international websites. For Vicki, all the work it takes to set up a good engagement becomes worthwhile when she is able to partner with her clients to turn around actionable analysis.

Marketing Optimization Clinics: Does It Blend? Automating an Excel Mash Up and Delivery Process

Claude Guay, President & CEO, iPerceptions

A 25+ year veteran of IBM, Accovia, Gildan Activewear and PhoCusWright, Claude Guay possesses extensive C-lev-el experience in creating and executing high impact growth strategies that result in rapid market expansion and main-stream adoption of emerging technologies. Claude Guay is currently the President and CEO of iPerceptions. Formerly from PhoCusWright, he lead research projects and devel-oped strategies focused on deploying effective marketing solutions for companies in the travel and tourism industries.

Gold Sponsor Presentation: Make Yourself Heard

Stéphane Hamel, Principal, Immeria

Stéphane Hamel is a leading voice for online analytics: help-ing businesses optimize their online channel by extracting insight from data. He has over twenty years of experience defining optimal and realistic strategies and is a frequent speaker at the eMetrics Marketing Optimization Summit and other conferences in North America and Europe. Member of the International Institute of Business Analysis and on the board of directors and treasurer of the Web Analytics Association, he also plays an advisory role to a number of agencies and vendors.

Stéphane has an MBA specializing in eBusiness from Laval University (Québec City) where he teaches a graduate class on web analytics. He is also lecturing the Award of Achievement in Web Analytics and Fundamentals of Busi-ness Analysis classes at the University of British Columbia.

He was among the first to receive the CWA: WAA Certified Web Analyst title and was awarded the WAALTER Award: Web Analytics Association Leadership and Technical Excel-lence Recognition.

Web Analytics Advanced: Measuring Your Organization’s Web Analytics MaturityMarketing Optimization Clinics: KPI Clinic, The Doctors Are In

Jason Harper, Vice-President, Analytics & Marketing Intelligence, Organic, Inc.

Jason began work in interactive marketing analytics in 2000 optimizing digital marketing for brands such as Doubleclick and Nortel Networks at Beyond Interactive in Ann Arbor, MI. Transitioning to a sister WPP company in 2003, Jason was responsible for Interactive Analytics on the Ford Vehicles account at JWT. He developed many industry first reporting and analytics solutions. After a few years in Detroit, Jason headed out to Scottsdale, AZ where he led the performance management of GoDaddy.com. Jason developed advanced econometric media mix models used to drive the media strategy which included the performance of 3 very successful Super Bowl campaigns. In 2007 Jason returned to Michigan and is currently heading up the Marketing Intelligence Group at Organic in Detroit. Using his experience, Jason and the Or-ganic team have developed a highly sophisticated, scientific approach to quantifying interactive marketing which is now at the core of his client’s strategy and planning.

Media Optimization Track: Equitable Brand Equity Measurement

Michael D. Healy, Web Analytics Consultant, MichaelDHealy.com

Michael D. Healy is a web analytics consultant based in San Francisco working with clients to optimize the performance of their online presence, using both Econometric and Linguis-tic techniques to build more holistic models of behavior.

In addition to traditional web analytics tools, he leverages the strong FOSS analytics solutions such as R, Python and others to deliver actionable and statistically valid intelligence from combined the combined inputs.

Recently he has been studying the flow of dialectical Ameri-can English on various social media outlets, particularly Twitter. Results and code from the study will be presented at PyCon just prior to eMetrics. The goal of the project is to increase the ability of clients to detect, process and respond to non-standard English.

He ‘hella’ hopes you attend the ‘Sentiment Analysis, Ready


Speakersfor Prime Time?’ session at eMetrics San Francisco.

Read more on his personal blog at michaeldhealy.com.

Social Media Metrics: Sentiment Analysis, Ready for Prime Time?

Charles Hua, Global Testing Manager for CSMB Online, Dell

Charles Hua is currently the Global Testing Manager for CSMB Online at Dell responsible for overseeing the global testing activities in multiple channels. He has over 10 years of experience in various aspect of the computer industry from IT, finance, services to marketing. Charles has a rich background in CRM, direct marketing and marketing opera-tions and up to recently had been responsible for planning and execution of the multi-million dollar marketing budget for Dell US Consumer.

Web Analytics Advanced: Integrating Analytics with Testing at Dell

Jon Ingalls, General Manager, BlueKai

As Co-founder and Chief Executive Officer of TrackSimple, Jon leads the team with a mission to “measure everything”. TrackSimple provides powerful and easy to use Analytic and Optimization services, enabling Advertisers to bring all of their media and commerce data (online & offline) into one place to drive better returns. Before pursuing TrackSimple Jon Ingalls held several roles at Amazon.com (NASDAQ:AMZN), delivering Amazon’s Service Oriented Architecture, technical liaison to Amazon’s Merchant.com sales efforts and finally as Director of Performance. Jon drove the dramatic expansion of Amazon’s data network, re-sulting in of one of the largest data processing infrastructures on the planet, mining huge amounts of information in near real-time. Today those systems continue to collect, process, and manage millions of performance events every minute driving Amazon’s business.

Jon received a BA with Honors from SUNY at Oswego, Oswego NY and attended graduate studies in Software Development and Management at RIT (Rochester Institute of Technology) in Rochester NY.


Ross Jenkins, Vice President of Analytics, Rapp Collins Worldwide

Ross Jenkins has over 12 years of digital strategy consulting experience and is a recognized thought leader in the fields of integrated search, behavioral marketing, digital technology and advanced data analytics. He is Department Lead of Strat-egy and Enablement and Vice President of Digital Analytics for RAPP New York, one of the largest direct marketing and customer relationship agencies in the world. Ross has signifi-cant experience in working in the financial services industry, consumer packaged goods, lead generation, high tech, retail, and healthcare sectors, and his department manages some of the largest and most recognized brands in the country.

Ross is an international speaker whose expertise is well documented among prominent media outlets such as Internet World, B2B Magazine, Sherpa Marketing, Computer World and EI Magazine. His experience includes managing the digital channel strategy for Comcast.com and developing end to end, lead cultivation tracks for many of the largest Telecommunications companies in the world.

Web Analytics Fundamentals: Beyond Fundamentals - Using Behavioral Intent to Drive Consumer Experiences


SpeakersDavid Karel, VP of Marketing, Bizo

David leads Bizo’s global marketing efforts. No stranger to B2B audience targeting, David joins the company with more than 15 years of B2B marketing, business develop-ment, and sales experience. He most recently served as vice president of product marketing at SuccessFactors, and has held positions at Instill, Siebel Systems, Thomson Japan, and MBAVision which he founded. David holds an MBA from the Wharton School of Business and a BA from Tufts University.

In a Class By Itself: eMetrics Case Studies or Doctor, Heal Thyself

Joshua Katinger, President, Accession Media

Josh has worked on projects varying from large website development and systems integration to live streaming media events, web analytics consulting, and pay-per-click market-ing programs. He is also co-founder of Errorlytics providing 404 error handling. He has managed corporate extranets and succeeds by cutting through the noise and get to the heart of a business need. Some of Josh’s key client engage-ments include General Electric, Pitney Bowes, House of Blues, and SPEED Channel.

Marketing Optimization Clinics: Does It Blend? Automating an Excel Mash Up and Delivery Process

Peter Kear, VP Sales & Marketing, IS Solutions PLC

Kear has a background in computer engineering and sys-tems distribution, having worked in this sector since the mid-1970s. He co-founded IS Solutions in 1985 prior to which he was a Divisional Director for Hawke Electronics, then a subsidiary of Lex Service plc.

Kear is responsible for the sales, marketing and business development aspects of the company and by keeping in close touch with client needs he has been able to identify potential suppliers and new emerging business areas for future growth.

IS Solutions provides a range of Internet design, website development and systems support services to public and private sector clients.

Marketing Lab: How to Stop Annoying Your Customers

Retha Keyser, Business Development Manager, SAS Customer Intelligence Global Practice

Retha Keyser focus is on the development of SAS’ partner strategies and solutions for SAS in the area of Customer Intelligence. She manages a team who assist SAS partners to development solutions focused primarily on the Online/Interactive channels. Retha has gained extensive experience in CRM through her involvement in numerous CRM projects in the banking, insurance, retail, travel and communications industries over the past 20 years.

Retha’s experience provides hew with an in-depth under-standing of how advanced analytics and technology can be applied to assist organizations in improving the effectiveness of their customer interactions, business processes, and sales and marketing strategies, resulting in significant growth in revenues and profitability.

Marketing Lab: How to Stop Annoying Your Customers

Mark Krebs, VP Sales & Business Development, OpinionLab

Mark was part of the original management team for Opin-ionLab when it was founded in 1999 and served as VP Corporate Development. Now, as VP Sales & Business Development, Mark is responsible for channel program development, business development and new business. Prior to joining OpinionLab, Mark was involved in the creation and development of several start-up business ventures. Most recently, he was a founder and President of Brand Name Franchising LLC, an outsourced sales and real estate organi-zation that developed multiple franchise brands throughout the United States. Mark has also served as COO, CFO and Member of La Havanita Cigar Factory LLC, a national multi-unit retail and manufacturing cigar chain. He was also the Project Manager and Controller for Flatlander’s Investments, a business venture created to build and develop a national chain of microbrewery restaurants. Before his start-up en-deavors, Mark obtained his CPA and was a Senior Auditor in the Entrepreneurial Division of Arthur Andersen L.L.P. He holds a degree in Accounting from Indiana University Kelley School of Business.

Presentation: Real Time, Actionable Voice of Customer Across All Touch Points


SpeakersAlex Langshur, Founder and CEO, PublicInsite

Alex Langshur is founder and CEO of PublicInsite, a Boston & Ottawa-based web analytics, optimization and marketing consulting firm. Alex established PublicInsite because he saw a tremendous need for a bridge between those who manage on-line data within organizations and those for whom the insights arising from the data have the most value. Alex is passionate about helping clients understand the meaning and business value within the numbers, and optimizing the connection between each client’s unique vision and needs and the online behavior and desires of its most important stakeholders.

Alex is a sought after speaker and is the past-President of the Web Analytics Association (WAA). He teaches highly rated courses on web analytics for University of British Columbia, GSA Web Manager University and WAA Base Camp, and has been frequently published in journals and magazines. Alex lives in Boston with his wife, two sons and golden retriever.

In a Class By Itself: Government & Non-Ecommerce Metrics

June Li, Founder and Managing Director, ClickInsight

June helps organizations overcome barriers to effective deployment and use of web analytics to optimize marketing. She is a contributing writer to OneDegree.ca, an associate instructor for the award-winning web analytics program at the University of British Columbia, as well as an instructor for a web analytics course at the University of Toronto. June is a very active member of the Web Analytics Association.

Marketing Optimization Clinics: KPI Clinic, The Doctors Are InWAA Base Camp Workshops: Introduction to Web Analytics 101

John Lovett, Senior Partner, Web Analytics Demystified

John Lovett is a leading expert on Web analytics, multivari-able testing, and optimization technologies. Throughout his analyst career John has produced insightful research including Forrester’s Web Analytics Wave and the US Web Analytics Forecast. John is an industry insider who maintains a finger on the pulse of the industry.

Social Media Metrics: Social Media Metrics ManagementIn a Class By Itself: Code of Data Ethics

Jodi McDermott Senior Director Product Management, comScore

Jodi has been working in Web Analytics since 2002 and joined comScore as the Sr. Director of Product Management in March of 2010 where she is responsible for developing and managing comScore’s census based measurement prod-ucts and services. Prior to joining comScore, Jodi served as Director of Data Strategy and Analytics for Clearspring Technologies where she was responsible for utilizing data to develop and test business models and drive product strategy for the Clearspring widget platform and AddThis sharing products.

In previous roles Jodi oversaw the Web Analytics team of InPhonic, a multi-hundred million dollar ecommerce website, and also worked in the Consulting Services group of Visual Sciences where she led implementations for leading compa-nies in the airline, retail, financial services and hotel indus-tries. For five years prior to that, Jodi managed the Business Solutions team and oversaw the implementation of the first off-the-shelf Web Analytics package at USATODAY.com.

She is an active member of the Web Analytics Association, a frequent speaker at the E-Metrics Summit and various con-ferences specializing in distributed content and social media measurement. Jodi graduated from Pepperdine University with a B.S. in Business Administration and holds an MBA from American University with an emphasis in Finance and Management of Global Information Technology.

Platinum Sponsor Presentation: Digital Analytix: The Next Generation of Web Analytics


SpeakersM. H. (Mac) McIntosh, President, Mac McIntosh Inc

President and principal consultant of B2B marketing consult-ing firm Mac McIntosh Incorporated, and founding partner of B2B marketing automation services firm AquireB2B, Mac specializes in helping companies generate more high-quality B2B sales leads, turn them into sales, track and measure results, and prove a favorable return on investment.

In addition to consulting, Mac conducts workshops and seminars on various topics related to B2B marketing for associations and corporations in the USA, Canada and Europe, writes regularly for leading marketing and business publications, is the publisher of Sales Lead Report® and B2B Marketing Technology Insights™ newsletters with more than 15,000 subscribers each, and Sales Lead Insights™, an award-winning B2B marketing blog.

McIntosh has been designated by BtoB magazine as one of its “Top 100 in BtoB Marketing,” and was just selected as #1 of the Sales Lead Management Association’s 2010 “Top 50 Most Influential People.”

B2B Lead Gen Metrics: B2B Lead Management Quantification

Neil Mason, Consultancy Director, Foviance

Neil has over 25 years of in-depth industry experience in marketing analytics and strategy and currently leads Fo-viance’s consultancy division. In this role he is responsible for all the consultancy teams delivering client engagements across Foviance’s user experience, analytics, research and customer insight practices. Prior to joining Foviance Neil was Managing Director and founder of Applied Insights where he consulted with major businesses about online busi-ness performance analysis and improvement.

Neil got involved the digital space over 10 years ago when he moved from the agency side to the client side as Chief Knowledge Officer at QXL. Neil became Chief Marketing Officer for QXL Ricardo plc in 2001 and got the opportunity to practice what he preached by putting customer insights and analysis at the core of the digital marketing strategy.

He holds an MBA from Kingston Business School, a Di-ploma in Business and Economic Forecasting. Neil is also a frequent speaker at conferences and events, contributes a regular column at ClickZ and has previously served on the Board of Directors of the Web Analytics Association, the global industry body for digital analytics professionals.

Deep Data Diving: Tell Me Something I Don’t Know: Data Discovery

Josh Manion, Founder & CEO, Ensighten, LLC

Prior to the founding of Ensighten, Mr. Manion, 33, served for 7 years as the CEO of Stratigent, LLC a consultancy specialized in web analytics and marketing optimization. At Stratigent, Mr. Manion oversees strategic direction for the organization and works with strategic clients such as Motorola, Blue Cross Blue Shield, Mattel, and General Mills. Additionally, Mr. Manion leads the partnership development efforts at Stratigent, where he has forged close partnerships with the leaders in the web analytics and interactive market-ing space including Omniture, WebTrends, Google Analyt-ics, Unica, Coremetrics, ExactTarget, Optimost, Gomez, OpinionLab, Teradata, and TeaLeaf.

Mr. Manion has authored a guide on web analytics vendor selection for MarketingProfs.com and has acted as an advi-sor and instructor for the Shop.org Advanced Web Analyt-ics Boot Camp curriculum. Prior to Stratigent, Mr. Manion served as the Vice President of Strategy for MCurve, Inc a network technology reseller and consultancy, Director of Analytics for Myteam.com, and COO and Co-Founder of ForAthletes.com, which was acquired by Myteam.com in 2000. Additionally, Mr. Manion has been a professional chess player and is currently ranked in the top 60 players in the United States.

Mr. Manion graduated from Massachusetts Institute of Tech-nology (MIT) with a degree in Management Science and a focus in Information Technology.

Gold Sponsor Presentation: Tag Management

Joe Megibow, VP, Global Analytics and Optimization, Expedia

Joe Megibow is currently the VP, Global Analytics and Optimization at Expedia, the world’s leading online travel provider. Expedia.com helps millions of travelers per month easily plan and book travel. Expedia (1-800-EXPEDIA) aims to provide personalized service, the latest technology and the widest selection of vacation packages, flights, hotels, rental cars, cruises and in-destination activities, attractions, and services. Expedia is an operating company of Expedia, Inc. (Nasdaq: EXPE).

In his role, Joe deploys leading edge site conversion mea-surement and site optimization techniques, and oversees marketing, site, and customer analytics for all Expedia.com worldwide points of sale. He joined the Expedia, Inc. fam-ily in 2006, heading up Online Marketing and Customer Experience for hotels.com. Prior to hotels.com, he worked


Speakersfor seven years as a charter employee of Tealeaf Technology where he held a variety of leadership roles.

Prior to 2000, Joe held management positions at Ernst & Young Management Consulting, where he launched the Java Services practice, E&Y’s first ecommerce practice; and engineering positions at EDS in their Advanced Technol-ogy Group. Joe earned a bachelor’s degree in electrical engineering from Cornell University and an MBA from the University of Chicago.

Presentation: Real Time, Actionable Voice of Customer Across All Touch PointsMobile Marketing Metrics: Mobile Apps Marketing Metrics

Dr. Phil Mui, Group Product Manager, Google Analytics

Phil Mui is the Group Product Manager (lead PM) for Google Analytics, and has been managing GA since its early days. He has a Ph.D. (EECS) from MIT and a Mas-ters (Management) from Oxford University where he was a Marshall Scholar. Prior to Google, Phil was an entrepreneur (founded an early European display ads startup) and a bio-informatics researcher

Gold Sponsor Presentation: Learning to Love Patterns

Gregory Ng, Chief Experience Officer, Brooks Bell Interactive

Gregory Ng is the Chief Experience Officer at Brooks Bell Interactive. With a concentration in testing and optimization, he has developed effective results-driven marketing programs for Fortune 500 clients for over 14 years. As CXO (Chief Experience Officer), Greg is responsible for ensuring that marketing strategies are realized through exemplary creative work. Gregory’s direct experience runs deep and includes working with clients like Dell, Bank of America, American Express, Dunkin’ Donuts, and the Salvation Army. Gregory has received over 40 awards for his direct marketing cam-paigns. Greg is a graduate of the Rhode Island School of Design where he was classically trained in Graphic Design. He is also an accomplished blogger/videoblogger with his work featured in The New York Times, Wall Street Journal, Fast Company, and Wired’s Gadget Lab.

Jim Novo, Owner, The Drilling Down Project

Jim is an interactive customer retention, defection, and loyalty expert with nearly 20 years of experience generating excep-tional returns on customer marketing program investments. His professional career has been focused on introducing Data-Driv-en marketing to new industries from cable television in the 80s to TV shopping in the 90s and now to the Internet.

WAA Base Camp Workshops: Applying Web Analytics 102

Bob Page, VP Analytics, eBay

As eBay’s vice president of Data & Analytics Platform, Bob Page brings more than 15 years of passion for analysis to the world’s largest online marketplace. Bob leads eBay’s data and analytics infrastructure, and is responsible for the strategy and policies that power data-driven decisions. From data warehouse and business intelligence solutions to advanced analytics and custom insights, Bob delivers solutions for strategic use of data. Bob joined eBay from Yahoo!, where he led analytics teams across a broad range of responsibilities. He has been active in analytics since 1996, when he was co-founder, CTO and VP of Product Development for Accrue Software, a provider of large-scale web analytics. He is a frequent speaker at industry events, and serves on the eMet-rics advisory council. Bob occasionally posts to his blog at bobpage.net, and is @bobpage on Twitter.

Mobile Marketing Metrics: Mobile Apps Marketing Metrics

Katie Delahaye Paine, CEO, KDPaine & Partners

Katie Delahaye Paine (twitter: KDPaine) is the CEO and founder of KDPaine & Partners LLC a communications re-search consultancy that provides custom research to mea-sure the effectiveness of social media and traditional public relations. She is the author of, Measuring Public Relation-ships, the data-driven communicators guide to measuring success. Her second book, Measuring What Matters to your organization will be published by Wiley & Sons in the fall. She also writes the first blog and the first newsletter dedi-cated entirely to measurement and accountability. In the last two decades, she and her firm have listened to millions of conversations, analyzed thousands of articles, and asked hundreds of question in order to help her clients better under-stand their relationships with their constituencies.

Social Media Metrics: Measure What Matters to Your Business


SpeakersAdam Proehl, Managing Partner, NordicClick Interactive

Adam is a seasoned online marketing executive who has a passion for helping clients use online channels to grow their business. As a practical marketer, he learned early on that you can’t improve what you can’t measure. His ability to get at the heart of the core business issues, establish measur-able goals, and map the appropriate online tactics to further those objectives has served his clients well.

Having been in Internet Marketing since 1998, Adam has worked with startups to Fortune 500 clients. He has spoken previously at PubCon, DMA, SEMPO, and OMS. He is also an instructor at the Online Marketing institute and is cur-rently Managing Partner of NordicClick Interactive, based in Minneapolis.

Web Analytics Fundamentals: Free & Cheap Tools

Anthony Psacharopoulos Senior Vice President, Media, comScore

Anthony has a wealth of industry, consulting and market analysis experience, having advised clients on strategic and marketing issues in a number of industries including media companies (portals, ad networks, publishers and entertain-ment firms), financial services, manufacturing, pharmaceuti-cals/healthcare and CPG. At comScore, Anthony manages Digital Analytix sales in North America and Europe.

Prior to comScore, Anthony worked with Corporate Value Associates, a strategy consulting firm that was spun off from Boston Consulting Group, where he worked on a wide range of projects (including strategic audit and value creation, product mix optimization, product introduction strategies and other sales and marketing initiatives) in several industries (including financial services, metals, retail and packaging) in North America and Europe. Prior to Corporate Value Associates, Anthony worked in the client service organization at Information Resources, Inc., where he gained extensive experience in market research with package goods firms such as CPC International, Seagrams and A&W Brands. Anthony began his career with Venture Concepts, where he worked primarily on start-up plans for entrepreneurs and small companies

Anthony has an MBA from University of Michigan and a BA in Commerce and Economics from University of Toronto.

MeMe Jacobs Rasmussen, Chief Privacy Officer, Vice President and Associate General Counsel, Adobe Systems Incorporated

MeMe Jacobs Rasmussen is chief privacy officer, vice presi-dent, and associate general counsel at Adobe. In her role, Jacobs Rasmussen oversees Adobe’s privacy strategy and policy. She also leads a team of attorneys and paralegals with responsibility for the protection of Adobe’s intellectual property, including Adobe’s patents and trademarks, and for providing legal services to some of Adobe’s engineering, product, and marketing teams.

Prior to joining Adobe in 1997, Jacobs Rasmussen served as general counsel and later chief operating officer at Rocket Science Games. Previously, she practiced law at Gray Cary Ware & Freidenrich in Palo Alto, California, and at Foley, Hoag & Eliot in Boston. Jacobs Rasmussen started her career in the early 80s as a technical instructor at Prime Computer near Boston before joining the company’s in-house legal department.

Jacobs Rasmussen is a member of the California bar. She holds a law degree from Suffolk University and a bachelor’s of science degree in computer science from the University of Vermont.

Adobe revolutionizes how the world engages with ideas and information - anytime, anywhere and through any medium. For more information, visit www.adobe.com.

In a Class By Itself: Code of Data Ethics

Benjamin Rudolph, President & CEO, Relevance Advisors

Benjamin Rudolph is the President & CEO of Relevance Advisors, an interactive advertising agency based in Atlanta which specializes in search engine marketing, search engine optimization, and web analytics. Benjamin spent four years at Comcast, where he managed the search partnership with Google for Comcast Interactive Media. In that capacity he launched the Comcast Toolbar and integrated multiple con-tent sources into search including video, news, and yellow pages. Now he leverages his media and search experience to help clients maximize the value from their websites, both in terms of traffic and revenue. Benjamin is a Cum Laude graduate of Princeton University with a Bachelor of Arts de-gree in Psychology, and he received his MBA in Marketing from the Goizueta Business School at Emory University.

Web Analytics Fundamentals: Free & Cheap Tools


SpeakersMark Ryan, VP of Client Services, and COO, Extractable

Mark Ryan has an extensive background in web application development, Search Engine Marketing, and Web Analytics. As a founder of Extractable, Mark manages the Strategy, Creative, Engineering, and Project Management groups at Extractable. Mark enjoys working with Web Analytics and sits on various committees of the Web Analytics Association. Mark started his career in Internet development at Applied Materials where he served an integral role in the design and development of the companies first online Inventory and Sup-port Management System. He also developed applications for premiere clients such as Intel, AMD, and Siemens. After Applied Materials, Mark served as Senior Applications Engi-neer for USWeb’s Content Management group and worked on the design and implementation of the company’s first web based content management application.

Marketing Optimization Clinics: 10 Techniques in 50 Minutes Clinic - Using Web Analytics to inform Website Redesigns

Andreas Ryuta Stenzel, Manager, SMB Marketing, TRUSTe

Over the past 20 years of on-and-offline direct and database marketing, Andreas has focused on end-to-end demand generation for Direct Sales, Channel Sales, and Ecommerce efforts with a core focus on building scalable, profitable, global campaigns and programs for fast-growing organiza-tions.

Past efforts include work with Oracle, NetSuite, Hyperion, VMware, and TRUSTe. Andreas has also written and pre-sented for numerous publications including DMNews, Practi-cal Ecommerce, AMA, SES, Target Marketing Magazine, Electronic Retailer, and MarketingProfs.


Craig SullivanGroup eBusiness Customer Expereience Manager,Belron

Craig is Group Customer Experience Manager for Belron®, responsible for optimizing visitor behavior and improving the online customer experience across 32 websites in 17 languages.

He has over 11 years of experience blending usability, on-line marketing, customer insight, analytics and multi-variate testing. Craig has spoken at various events and conferences in the past and is consistently rated as a top speaker by

delegates because of his knowledge, engaging presentation style and willingness to share useful practical tips. He tweets when he isn’t knee deep in work – @OptimiseorDie and is currently working on an optimization white paper.

Meaning Based Marketing - Testing You Wish You Could Do Too

Steve Tobias, Senior Vice President and Managing Director, MarketShare

Steve Tobias most recently served at Marketing Management Analytics (MMA) as Managing Director and Client Officer where he managed a portfolio of blue chip clients including Avon, Citi, Discover Card, Disney, GlaxoSmithKline and Johnson & Johnson. Prior to MMA, he was a senior manager at Bearingpoint and oversaw the company’s Digital Content Solution for Media, Entertainment and Advertising. Before Bearingpoint, he held various senior roles at Arthur Ander-sen where he serviced dozens of brand name clients. Tobias holds a Bachelor of Science degree in Accounting from SUNY, a Masters of Business Administration from New York University’s Stern School of Business and earned his CPA license while at Arthur Andersen.

Media Optimization Track: Equitable Brand Equity Measurement

Jennifer Veesenmeyer, VP, Analytics, Stratigent

Jennifer is VP, Analytics at Stratigent, where she special-izes in assisting enterprise-level organizations overcome the communication challenges of web analytics, such as gaining executive buy-in, building consensus and facilitating cultural change. She is highly regarded as an industry thought leader and is frequently asked to conduct educational presentations on the topic of meaningful reports. Not to mention one of the top rated speakers in seven years of eMetrics Summits.

Web Analytics Advanced: Making the Most of Marketing Dashboards


Caleb Whitmore, Principal Consultant & CEO, Analytics Pros

Caleb has been a fixture in the online marketing, web analytics and search engine optimization field for a decade, providing tailored, actionable solutions to clients in many verticals includ-ing consumer retail and services, performing arts, entertain-ment, health care, business-to-business, higher education and real estate. He has founded multiple companies in addition to building the in-house Search & Analytics team at POP, a global interactive agency. As a leading Google Analytics Authorized Consultant, Caleb is sought after for numerous training engage-ments nationwide, and is regularly called to solve the industry’s most perplexing challenges by architecting innovative custom analytics implementations. His consulting company, Analyt-ics Pros, provides individuals, agencies, development firms and enterprise clients with best-in-class web analytics strategy, implementation and analysis, as well as comprehensive train-ing opportunities and resources. Caleb lives in Seattle’s Ballard neighborhood with his wife and 1-year-old daughter.

In a Class By Itself: eMetrics Case Studies or Doctor, Heal Thyself

Breanna Wigle, eCRM Marketing Manager, Military Advantage

Breanna Wigle’s work at Military Advantage focuses on internal metrics, audience segmentation, marketing optimi-zation and customer satisfaction mining. She’s been instru-mental in linking database information and web analytics to financial performance, pushing to understand the relation-ship between lifetime customer value and company success.

Mobile Marketing Metrics: Best Practices in Optimizing for the Mobile Web

Joel Wright, Global Analytics Manager, CSMB Online, Dell

Joel Wright Joel Wright is the Global Analytics Manager for CSMB Online at Dell with 9 years of experience managing global web analytics initiatives. In addition to managing global online strategic analysis and the CSMB online testing pipeline, Joel also managed Dell’s global implementations of both Omni-ture SiteCatalyst and Omniture Insight. He has a highly re-spected blend of online marketing acumen and comprehensive understanding of web technology, leading large global projects to deliver comprehensive web analytics solutions.

Web Analytics Advanced: Integrating Analytics with Testing at Dell

Dean Wynkoop, Sr. Manager of Data Management, Cabela’s, Inc.

Dean has been involved with information technology for 30 years in a variety of industries including law enforcement and local government, insurance, and retail. He has spent most of his career as a lead software developer delivering innovative solutions and optimal data designs. For the past 6 years, Dean has been the Marketing representative on the Cabela’s Enterprise Data Warehouse initiative developing a world class EDW based on Teradata technology that sup-ports diverse areas of the business such as Direct Marketing, eCommerce, retail. Dean has a passion to apply technology to meet business problems and looks for solutions that ex-ceed expectations. Dean facilitated the optimization of their business analytic process by integrating their SAS analytical environment into their EDW. Dean is a member of the SAS / Teradata Product Advisory Council.

Marketing Analytics: Hunting for Attribution

Speakers

EVENTS CALENDAR

www.risingmedia.com

San Francisco • March 14-18, 2011Munich • April 5-6, 2011Sydney • April 13-14, 2011Toronto • April 26-29, 2011Paris • June 6-7, 2011Stockholm • September, 2011New York • October 17-21, 2011Melbourne • November, 2011London • November 30-December 1, 2011

San Francisco • March 14-15, 2011New York • October 17-21, 2011London • November 30-December 1, 2011

SMX Munich • April 5-6, 2011SMX Toronto • April 26-29, 2011SMX London Advanced • May 16-17, 2011SMX Paris • June 6-7, 2011SMX Stockholm • September, 2011

New York • October 19-20, 2011Hamburg • November 7-8, 2011London • November 30-December 1, 2011

Munich • June 8-9, 2011

Fort Lauderdale, October 30-November 3, 2011

Berlin • May 25-26, 2011London • November 14-15, 2011

Denver • September, 2011

San Francisco • March 17-18, 2011New York • October 17-18, 2011

Vancouver • September, 2011Helsinki • October, 2011New York • October 19-21, 2011

London • September 26-27, 2011

leveraging customer interaction data in a connected world ... · powerful speakers and the most...

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