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Agenda for IMC Stockholm 2006
* 8.30 - 10.30 Defining success of online precense
- The participants will discuss different standards and different methods of measuring success online; partly in general, partly in specific to various Industries (such as E-commerce or Banking).
The first panel is Moderated by Mattias Malmnäs, Alenio
Particpating Panelists:
Mikael Karlsson, Resoner - Web Analytic Standard in Scandinavia
- Mikael Karlsson is "Mr. Analytics" in Scandinavia since 1996. His daily occupation is at Aftonbladet.Se and in his spare-time he is editor at Resoner.Nu.
Magnus Hultman, Instadia
- Magnus Hultman is the Country Manager for Instadia Sweden. Mr. Hultman has led Instadia into being the biggest supplier of Web Analytic Services to the Financial, Banking and Telecom Industries in Sweden.
Ian Tickle , Webtrends
- WebTrends is the largest Web Analytic Company in the World and is Market Leader in the Scandinavian Region.
Neil Morgan, Omniture - Marketing in Web 2.0 - Converting Signal To Noise?
- As businesses witness the popularity of user-generated content and other
Web 2.0-like innovations, the question before them is "will these
features actually help my business?"
In the rush toward innovation, businesses are only now beginning to explore the issues of cost-justification and efficacy. If you add a blog to your Web site, will it actually help move the needle on sales?
Does rich media entice the right demographic? Simply adopting Web 2.0 technologies doesn't guarantee a more effective user experience; in fact, it can make online
initiatives more confusing.
Neil Morgan will discuss the importance of online business optimization, and
offer best practices to determine the success or failure of a businesses
Web 2.0 initiative.
Neil Mason - Applied Insight - A Holistic Approach of Measuring Success Online
- It’s not possible to measure success online by only looking at web analytics data and what is happening on the site. So example, the need to look at market data, user data from surveys, site performance data and so on.
Neil talks about the need to have clear goals and objectives, so that you have a clear idea of how you know when your website is a success – through for example Key Performance Indicators
Neil Mason is the co-founder of Applied Insights, a consumer analytics consultancy that specialises in the online space. Neil has been involved in marketing analysis for more years than he cares to remember.
* 10.30 - 11.00 Coffee Break
- Take your time to grab a coffee and a cake and visit our booths from Web Trends, Tobii, Omniture and Instadia.
* 11.00 - 12.30 Improving an online presence
- The second panel is about improving your 'current' online activites. Smart ideas, tips and knowledge that increases sales, leads and brand awareness of your online presence without requiring a complete make-over of your site.
Panel Moderated by Mr. Lennart Svanberg
Participating Panelists:
Mattias Svensson, Söderhavet
- Söderhavet are specialists in creating sites that generates leads for sales. They work with both Emotional and Technological methods to increase the Visitors attraction to your Website.
Kalle Heinonen, Satama
- How to design the measurement strategy multiple channels?
- How to define multichannel scenarios?
- How to collect the data from each media?
- How to analyze the data from each media?
- How to react on the analysis?
Neil Mason - Applied Insight
- Neil Mason is the co-founder of Applied Insights, a consumer analytics consultancy that specialises in the online space. Neil has been involved in marketing analysis for more years than he cares to remember
Nick Harmsen, Tobii
- By observing people’s eye gaze, you can measure true responses and reactions without the filtering of the respondent’s logical mind or the influence and interpretation of a test leader. Tobii eye trackers are used in labs, including usability labs, web portal companies, market research companies, software houses and advertising agencies.
Jim Westergren, SEO-Fusion
- Jim Westergren became World Famous after almost winning a competition in Search Engine Optimization organized by google. He's now organizing his own competition as well as doing optimization work for numerous clients.
* 12.30 - 14.00 Lunch
We take a well-earned break to discuss Internet Marketing with our peers.
=============MEET IMC'S SPONSORS================
==> TOBII - EYE TRACKING FOR MEASURING EYE MOVEMENTS
Tobii Technology is a world leader in hardware and software solutions for eye tracking, which is a technology for measuring eye positions and eye movements. One major application field is commercial usability and advertising testing, where Tobii products provide unique methods to assess the impact of web pages, print and banner advertising, in game advertising, movies and much more.
By observing people’s eye gaze, you can measure true responses and reactions without the filtering of the respondent’s logical mind or the influence and interpretation of a test leader. Tobii eye trackers are used in hundreds of labs, including leading usability labs, web portal companies, market research companies, software houses and advertising agencies. Products are sold through resellers and partners worldwide.”
http://www.tobii.com
==> OMNITURE - ONLINE BUSINESS OPTIMIZATION PLATFORM
Omniture is a leading provider of online business optimization software. Omniture’s software, delivered to customers through hosted, on-demand services, offers an easier and more flexible way to manage online, multi-channel and off-line business initiatives without costly investments in IT infrastructure.
With Omniture, large volumes of data generated by Web sites and other business systems can be captured, stored and analyzed to:
- Measure trends and customer behavior in real-time
- Provide real-time, high-performance analysis and reporting for all levels of business users
- Automate new online processes
- Optimize overall business performance
http://www.omniture.com
==> INSTADIA - MULTI-CHANNEL REALTIME ANALYTICS
Instadia™ provides powerful web analytics solutions to dynamic enterprises and organizations with a demanding online presence. We provide you with the insights required to improve web usability, ad spending, conversion rates and overall online ROI. Instadia ClientStep™ empowers every user, from specialists to executives, with unique flexibility today and into the future.
Instadia ClientStep™ is the leading solution for controlling and optimizing web sites using real-time tracking, reporting and analytics. Instadia ClientStep™ delivers critical web intelligence by tracking and combining online behavior with visitor opinions to provide full understanding of your visitors' motivations and experience of your web site.
http://www.instadia.com
==> WEBTRENDS - MARKETING WEB ANALYTICS AND WEB STATISTICS
As the acknowledged global web analytics market leader for more than twelve years, WebTrends is now leading the category into Marketing Performance Management. With an uncompromising focus on delivering the most accurate and actionable metrics, WebTrends enables thousands of web-smart organizations to easily improve campaign performance and web site conversion as well as build stronger relationships with their customers.
With WebTrends Marketing Lab, the company offers comprehensive, flexible and scalable web analytics as well as sophisticated, on-the-fly data exploration and customer targeting solutions for relationship marketing. Companies such as Ticketmaster, IKEA, Reuters, General Mills, US Bank and more than half of the Fortune and Global 500 rely on WebTrends as their trusted standard, not only for the award-winning technology, but also for a full range of consulting services and unmatched industry expertise across the broadest range of vertical markets.
http://www.webtrends.com/
* 14.00 - 16.00 Increasing online presence
- The third panel covers all essential ways of generating more traffic to online acitives as well as how to increase online presence without 'stealing' from existing ones (for example; starting a campaign site). This is the definite panel for you if you'd like to radically increase your visitor traffic and get new ideas on target groups you don't reach today.
Panel Moderated by Mr. Lennart Svanberg
Participating Panelists:
Daniel Hutton, Marketmetric
- Hutton’s passion is building participatory audiences for grocers that enable customer dialogue and meaningful participation. A pioneer in grocery online marketing and based in Austin, Texas, Hutton builds permission-based online communities for H-E-B Grocery, Central Market, Food Lion, Roundy’s, AMD, IBM and Dell Computer.
Fredrik Lundgren, Starring
- Starring is Sweden's leading Interactive Campaign Maker with clients such as Swedbank and Svenska Spel. As a truly creative Master Fredrik will share successful online campaigns that has had both large and small budgets.
Mike Harris, Touch Clarity
- Increasing online sales and conversion rates through intelligent targeting of products and real-time optimisation of messages and offers.
Frank Ericson, Advertising.Com
- Frank is the Country Manager of Advertising.com Sweden AB and has been with the company since the start in Sweden January 2001. Advertising.com Sweden AB have grown from a small startup company to the biggest advertising network in Sweden with a reach of 76,9% of the internet population.
Jens Hård, Jajja.Com
- Jajja help you to optimise your website to dramatically increase the number of visitors from search engines, the analysis and report systems serve your company to turn these visitors into customers.
* 16.00 - 16.30 Coffee Break
Time to take a break, start to sum up the experiences of today and make appointment with the people you've met during the day!
* 16.30 - 18.00 Hold an online community loyal!
- This final session focuses at the most important task - making your current online friends even more friendly to your website and your presence online. Newsletter is the classic one but forums, blogs and different Web 2.0 technologies gives us new possibilities to keep our users loyal. Mobile Services with Short Message Services are also included into this panel.
Panel Moderated by Mr. Lennart Svanberg
Participating Panelists:
Marnix S. van Gisbergen, de Vos & Jansen
- Marnix S. van Gisbergen works as a Manager Research Development at De Vos & Jansen Marketing Research, a full service research company in The Netherlands.
Marnix is a specialist in eye-tracking research and is considered an expert when it comes to Advertising, (New) Media, Leisure Management, Imagineering, and Semiotics.
Marnix is going to tell us how to keep customers loyal by analyzing how they like your site structured - where do they keep the focus at your site?
Tobias Larsson, Cellsynt
- In his talk Tobias will share his unique insights into the opportunities that Short Message Services (SMS) gives your company. Cellsynt helps you to do reverse billing via SMS, send SMS or any other concerning mobile services.
Anders Frankel, Apsis
- How do you maximize results and build customer loyalty using email and blog based marketing? The key is the receiver’s perceived value.Anders Frankel will present several successful examples and ideas as well as some that will show us what to avoid.
A group of people will continue to discuss Internet Marketing by going to Dinner. Arrangements will be presented during the day.
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