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Speakers IMC Vancouver 2008
Competing on Web Analytics
by Eric T. Peterson, Web Analytics Demystified
A few years ago companies created a competitive advantage simply by being online and having a presence in the digital realm. Unfortunately, the first-mover advantage has largely evaporated in most sectors, forcing companies to look elsewhere for strategies to make better decisions and maximize the value of the online channel. In 2007, in the best-selling Competing on Analytics: The New Science of Winning, Tom Davenport and Jeanne Harris described how great organizations like Harrah's, Netflix, Best Buy, and the Boston Red Sox used analytics to trump their rivals. Now, in 2008, Eric T. Peterson of Web Analytics Demystified is extending Tom and Jeanne's work into the online channel with his groundbreaking presentation, Competing on Web Analytics. Based on a combination of his 2005 JupiterResearch report Web Analytics: Framework for Using Data to Drive Business Success, his strategic consulting practice, and over a decade of work in the digital measurement industry, Mr. Peterson will outline how people, process, and technology should be leveraged to create a competitive advantage in the increasingly fragmented online world.
If you've ever struggled with your digital measurement efforts, either because you didn't trust the data, didn't understand the data, couldn't get the data you actually needed, or couldn't use the data you had been given, come see Competing on Web Analytics. You'll learn how you can transform your current use of web analytics data by creating a digital measurement roadmap, you'll hear first-hand about the successes your peers and competitors are already reporting, and you'll gain valuable insights into how to deploy the best technology, hire the best people, and create the best business processes designed to improve your ability to compete in the online channel.
Eric T. Peterson, CEO and Principal Consultant at Web Analytics
Demystified, has over the last 10 years, been employed as a practitioner,
a consultant, a manager, and an industry analyst. He is the author of
three books about web analytics; Web Analytics Demystified, Web Site
Measurement Hacks and The Big Book of Key Performance Indicators.
Since 2000, he has managed a variety of web analytics platforms
including WebTrends, WebSideStory, Omniture, Visual Sciences, and
Google Analytics. Peterson has been interviewed and cited in media
including The Wall Street Journal, The New York Times, CNN Money,
BusinessWeek, Internet Retailer, PC World, and InformationWeek.
Using Google Website Optimizer for Website Success
by Tom Leung, Google
There are no excuses not to test. Learn how Google have made it possible
to do testing even if you can’t afford an expensive tool. Learn how you
could start making decisions based on the visitor experience rather than
the opinions of your colleagues.
Tom Leung is a Product Manager at Google where he is responsible for the
overall vision and product development strategy for Google Website
Optimizer. Tom also manages the Google Analytics authorized consultant
program and a variety of new features in AdWords. Tom has been working
in online marketing since 1999 and is co-inventor of a number of patents
relating to interactive publishing, web communications, and internet
advertising. Previously, Tom worked at Microsoft where he led product
strategy and business planning for Windows Live Hotmail. Tom earned his
bachelor's degree from Bowdoin College and MBA from Harvard
University.
Analytics at Yahoo!
by Bob Page, Yahoo!
What is it like to do analytics at the Yahoo! scale? Take a peek inside
Yahoo!s central data team and learn about technology, tools, processes,
people, and programs.
Bob Page, Senior Director, Yahoo! Strategic Data Solutions, has provided
web analytics technology and services to Yahoo!'s many web properties
and partners since 2004. Currently Bob leads the engineering services and
technical operations teams. Prior to Yahoo!, Bob was CTO and co-founder
of Accrue Software, a pioneer in large-scale web analytics. His thoughts
on web analytics can be found at bobpage.net.
Website Monetization
by Jason Burby, ZAAZ
Reporting web analytics data alone can hide the big picture of what groups
are trying to achieve with online efforts. ZAAZ uses monetization modeling
to prioritize the value of key behaviors online, and steer dollars towards
actions that have the highest possible return on investment. ZAAZ has
worked with companies such as Ford, Microsoft, Sony, Nike, and Intel to
create models that show the true value of the online channel and motivate
management to turn insight into action.
Jason Burby is the Chief Analytics and Optimization Officer for ZAAZ, a
web business consultancy implementing data-driven business initiatives
for long-term clients across the U.S. He's worked with Washington Mutual,
Wachovia, T-Mobile, Converse, Microsoft, Sprint, Levi Strauss, and Qwest.
He is the co-chair of the Metrics/KPI committee of the Web Analytics
Association. Together with Shane Atchison, Jason is co-author of
Actionable Web Analytics: Using Data to Make Smarter Business
Decisions.
The Many-Armed Starfish — Social Media Marketing Success Stories
by Darren Barefoot and Julie Szabo, Capulet Communications
Learn how everybody from tech start-ups to sports teams have used
social media relations (with a particular emphasis on blogger outreach) to
drive more visitors to their website, increase visibility for their online
brands and reach out to the web's newest influencers.
Case studies include Future Shop and Brother Printers, book authors,
technology startups, and cruise lines. You will leave with a richer
understanding of how to immediately apply social media to your
marketing campaigns, and get plenty of inspiration for new strategies.
Darren Barefoot and Julie Szabo are professional writers by trade, and
veterans of the social web. They've run social media marketing campaigns
for everyone from national retailers to software start-ups. They've been
quoted as experts on social media on the CBC, BBC, in Wired magazine,
The Wall Street Journal and dozens of other magazines, TV and radio
programs. They're also co-founders of Northern Voice, Canada's biggest
social media conference. Darren has 10,000 daily readers at
DarrenBarefoot.com, one of Canada's most popular and oldest blogs.
Extending Google Analytics
by Robbin Steif, Lunametrics
Learn how freeware tools can extend the functionality of Google Analytics. We'll show you tools created by members of the GA community: Firefox extensions that copy goals, Excel Macros that pull outall your query parameters, Greasemonkey scripts that enhance both your analysis and configuration -- and much more. If you have administrative access to a Google Analytics account where you don't mind sharing the data with the audience, we can use your account to show off some of these GA extensions.
Robbin Steif is CEO of LunaMetrics, a Pittsburgh Internet consulting firm.
Steif and her team work to increase traffic to websites and convert more
of that traffic into business. They have a strong emphasis on testing and
web analytics. Steif, a serial entrepreneur, has spent 23 years in direct
response and technology marketing. She is on the Board of the Web
Analytics Association, in charge of Marketing. Steif is a PA Best 50 Women
in Business, and is a graduate of Harvard College and the Harvard
Business School.
Using Video for e-Retail Success
by Xavier Casanova, Liveclicker
What’s on the horizon for Internet marketing? Learn from a serial
entrepreneur what you need to know in order to stay ahead of the game.
Xavier Casanova is a Silicon Valley high-tech entrepreneur, specialized in
ecommerce, online marketing and video applications. He founded web
analytics vendor Fireclick, and fast media sharing company Wambo. He is
currently the CEO, and founder, of Liveclicker, a new startup located in
Silicon Valley, California. In partnership with leading eCommerce sites, he
is currently building a solution for enabling, managing and profiting from
video commerce applications.
Make Testing Sexy — Case studies from Victoria's Secret
by Jonghee Jo, Victoria’s Secret
Website testing becomes indispensable to maximize website performance, but where do you begin? What exactly should you test? How do you get executive buy-in? How do you maximize returns on testing investment? Hear battle-tested guidance on how to implement testing culture in the organization.
Jonghee Jo is a senior web metrics analyst at Victoria’s Secret. He has coordinated Website Analytics and Testing efforts for the largest fashion e-commerce site in the world, www.victoriassecret.com since 2006. Prior to Victoria's Secret, he managed analytic marketing projects at Xerox and Oracle. Jonghee earned his MBA degree from Tepper School of Business at Carnegie Mellon University with a concentration in e-Business Management and Analytic Marketing.
Comparing Cross-Channel Advertising and Branding Effectiveness
by Gary Angel, Semphonic
How do you compare a five minute session on a web site with a print
impression or a 30 second radio-spot? And how do essential online
concepts like engagement drive that comparison? Having a standard
currency makes it easy to compare the value of fundamentally different
products. But in advertising, there has been no way to compare online
branding and marketing efforts with traditional mass media. Find out how
companies are using web analytics to try and find a true "coin-of-therealm"
for comparing the effectiveness of marketing efforts both in (and
outside) the online world. Real-world examples of how companies are
using online measurement to test and improve mass media; evaluate the
impact and cost-effectiveness of brand-oriented sites; revamp their view
of traditional measurement to include online concepts; and measure the
impression life-cycle of customers will illustrate the opportunities and
difficulties involved in creating a unified view of advertising and branding
effectiveness.
Gary Angel is co-founder and President of Semphonic, one of the leading
web analytics consultancies in the United States. A graduate of Duke
University, Gary has 20+ years of experience in data analytics for
marketing and operations. Semphonic’s clients include some of the largest
Financial Services, Media, and Health and Pharma companies in the world.
Semphonic concentrates on web analytic verticals without a clear
ecommerce transaction component and has built substantial practice
specialties around lead assessment and integrated marketing
communications, web analytics data integration, SEM Analytics, and
measuring engagement. Gary publishes frequently on DM Review,
ADOTAS and a variety of print and online publications, and blogs at
http://semphonic.blogs.com/semangel/.
Engage Community With Your Brand
by William Azaroff, Vancity
More and more companies are using social media as a means not only to reach their customers, but to open a vibrant conversation with and among them. See a case study of how Vancity, Canada's largest credit union, launched ChangeEverything.ca, a social networking site focused on issues of change. Discover how this project came about, determine what engagement can look like online, learn how social media can make a brand more relevant to consumers and examine the benefits of engaging community online.
William Azaroff directs Online Strategy & Community Engagement at Vancity, Canada's largest credit union.
Leveraging Analytics and Campaign Management to Drive Right-
Time Customer Communications
by Darin Sarlabous, Aeroplan
Corporations with large constituent bases and the need for tailored,
frequent customer communications must have a strategy for improving
access to more finely tuned—and hence responsive—customer segments.
When contact frequency is limited to one email per week, for example,
companies must find ways to improve open and click-through rates, and
fully leverage analytics to increase the relevancy and effectiveness of
communications aimed at particular customer segments. This
presentation examines the experiences of Aeroplan – Air Canada's loyalty
marketing subsidiary – in leveraging customer analytics and campaign
management to deliver the right message to the right customer at the
right time, via the right channel. It will discuss how the organization
revamped its Internet marketing strategy to provide highly personalized
member communications and relevant content, based on customer profile,
behavior, and other data from online and offline touchpoints. Through
centralization of campaign data and document/asset management, the
company was able to move its e-marketing operations to new levels of
efficiency and effectiveness, providing its 70+ channel partners with
greater value and access to key customer segments. Key lessons from this
case study will be examined, with particular attention to optimizing
Internet and relationship marketing for companies across industry sectors.
Darin Sarlabous manages campaign analysts within the CRM group at
Aeroplan and is responsible for leading the company's implementation of
Unica's Affinium Campaign. His other responsibilities include leading the
development of new targeting techniques, and lead analysis of client
specifications and development of business rules. Prior to Aeroplan, Darin
was employed as a consultant for the Canadian National Railways, Bell
Canada and Bell Sygma.
How JELD-WEN used Search Engine Marketing to Improve Return
on Advertising Spend
by Adam Audette, AudetteMedia
Find out how a successful PPC campaign was created and managed for one of North America's largest privately held companies. Learn how strategically set up campaigns and landing pages led to a conversion rate of over 40% and cost-per-acquisition under $3.00 for an industry where $25-30 conversion costs are common.
Adam is a second generation internet marketer who got his start in 1996 working for his family's marketing company, MMG, with clients such as Intel, IBM, Art.com, and Microsoft. Since then he’s worked with many companies developing marketing and community strategies, including MSN, Zappos and Jeld-Wen. Adam co-founded and sold Adventive, the B2B discussion list publisher, in 2001. Adam's moderated the LED Digest, a discussion list for Internet marketing and SEO, since 1997. He also moderates the SEM 2.0 group and is active on many industry sites; he blogs at http://www.audettemedia.com/blog.
Monitoring Website Performance
by Anil Batra, Zero Dash 1
Learn what Key Performance Indicators (KPIs) are, how they’re defined,
what the difference between a KPI and a metric is, and how to effectively
present KPIs.
Anil Batra has over 10 years of experience in Consulting, Business
Intelligence, Web Analytics, Online Advertising and Behavioral Targeting.
Anil helps companies use web channel data to improve online business
results (lead generation, conversion, retention and self-help metrics). Anil
has helped several fortune 500 customers effectively use web analytics
and increase their ROI on the web. Anil has worked with customers such
as Microsoft, SmartMoney.com, ESPN, T-Mobile, Hoovers, Realnetworks,
Starbucks, and TheStreet.com. Anil holds a B. Tech in Electronics and
Communication Engineering from India and an MBA from University of
Washington, Seattle.
Usability Testing Without the Lab Coats
by Andre Charland, Nitobi
Usability testing can be expensive, time-consuming and unreliable. Even if
you get fifty humans in a room, that's only a tiny fraction of your user
base. There are now some cheap and cheerful alternatives to focus
groups, clipboards and lab coats. Learn how to use emerging tools to
better comprehend how visitors interact with your website.
Andre Charland is the co-founder and CEO at Nitobi Inc. He's been
involved in Internet software development for almost a decade. As an
advocate for usability and user experience, he speaks regularly on Ajax
and web usability. Andre is the co-author of "Enterprise Ajax", published
by Prentice Hall this summer, and maintains his own blog at
http://blogs.nitobi.com/andre. He has built two revolutionizing tools for
quick, effective and cheap user experience analysis.
Coming soon:
Presentation by Raquel Hirsch, WiderFunnel
Raquel Hirsch is a marketing and management consultant. She has a
background in CRM, demand-generation, direct marketing, eMarketing,
traditional marketing and corporate management.
Even more speakers coming soon!!
We will do what we can to keep presentations and speakers as listed above. However,
unforeseen circumstances may result in the substitution of a presentation topic or
speaker.
* We will do what we can to keep presentations and speakers as listed above. However, unforeseen circumstances may result in the substitution of a presentation topic or speaker.
Even more wonderful speakers will be announced soon!
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