Big Data For Marketing - Emetrics

DDBWSF2013

PW: ddbwsf13

Big Data For Marketing

www.emetrics.org/sanfrancisco

DIAMOND SPONSORS

http://tiny.cc/SFeMetrics2013

SPEAKER SURVEY

MAY THE BESTCUSTOMER

EXPERIENCE WIN.

www.foresee.com

With the ForeSee’s patented Customer Experience technology, you can precisely measure the experience, acquirecustomer intelligence, analyze the data and take action.

The results are better experiences for consumers and a better business for you.

Measure Right, Manage Forward, Make a Difference

ForeSee will discuss Next Generation Customer Experience Analytics that better support today’s multi-channel, multi-device world on Monday at 8:50 a.m.

Visit ForeSee at Booth 301

© 2013 ForeSee. All rights reserved.

© 2013 Rising Media, Inc. 1 www.emetrics.org/sanfrancisco

Welcome

Table of ContentsAgenda Overview .............. 2

Conference Floorplan .........9

Session Descriptions ........ 10

Workshop Descriptions .... 31

Keynote Bios .....................35

Sponsors ...........................40

Exhibitor Floorplan ............41

Sponsor Profiles ................42

Dear Marketing Optimization ProfessionalWelcome to the eMetrics Summit San Francisco 2013. We’re now twelve years into the eMetrics Summit. I am very excited about what you are about to experience and I want to make sure you get the most out of this event.Therefore, here are your eMetrics Summit Operating Instructions:

1. Make a listTake a minute before things start and make a short list of the things you really want to accomplish. And no, “learn a lot” does not cut it. I promise that you will learn a lot. Be so specific that you’ll know whether you were successful. People you need to talk to, technology you need to understand, solutions to a specific problem you have back at your desk. Keep these things in mind.

2. Introduce YourselfOoooo - scary! Outside of your comfort zone!Trust me on this one. This is the very best way to Grow Your Social Network and meet people who understand your concerns and feel your pain. Collect business cards.

3. Talk to That ExpertThat person you know from Twitter? Or that blog? Or that book? Or that keynote? Step right up and ask them a question. They love that sort of thing. Trust me... it validates them! And you’re likely to learn something.

4. Take notesThink of this as starting your trip report.

5. Sit in on Outlier SessionsDo not look at the Agenda and decide this would be a good time to check your email. You can check your email another time. Right now, you have the opportunity to learn about something outside of your wheelhouse. “But that subject doesn’t have anything to do with my current job!” Right - that’s how you grow.

6. Spend Quality Time in the Exhibit HallA demo is worth a thousand brochures / PDF’s / webpages. Ask those nice people in those booths (they do not bite) to cut through the marketing fluff and show you what it does and how it works. And pick up some schwag for the kids or your desk.

7. Ask QuestionsAt the end of every session, the moderator is going to open the floor to questions. The only dumb question is the one you don’t ask.

8. Tell Me About It- The eMetrics Summit is my baby. If it’s ugly, I need to know.- Email me: [email protected] Text me: 805-403-4075- Tweet me: @jimsterne and/or @eMetrics- Tap me on the shoulder

Thank you for coming!

Jim Sterne, Founder

eMetrics Summit

eMetrics Summit Stay Engaged

Connect with your peers, the latest conference news and

more on social media:

Twitter: @eMetricsConference Hashtag #eMetrics

Facebook: facebook.com/MarketingOptimization

LinkedIn Group: eMetrics Summit


Agenda Overview

Pre-Conference Full Day Workshops

Sunday, April 14, 2013

9:00am - 4:30pm

Mastering the Digital Analytics Process • Room: Salon 3 & 4Instructor: Stéphane Hamel

Adobe SiteCatalyst “Top Gun” Training • Room: Nob Hill A & BInstructor: Adam Greco

DAA Base Camp Workshop 101 • Room: Salon 1 & 2Instructor: June Li

Monday, April 15, 20137:30 - 8:45am Registration & Networking Breakfast • Room: Foyer

8:00 - 8:45am Newcomers Orientation • Room: Golden Gate B

8:45 - 8:50amCONFeReNCe ChAiR WelCOMe ReMARkS • Room: Golden Gate B

Jim Sterne, eMetrics Summit

8:50 - 9:10am

DiAMOND SPONSOR PReSeNTATiON • Room: Golden Gate B

Measure Right, Manage Forward, Make a DifferenceLarry Freed, ForeSee

9:10 - 9:50amkeyNOTe • Room: Golden Gate B

Omnichannel Analytics at WalMartBalaji Ram, Walmart.com

9:50 - 10:20am exhibits & Morning Coffee Break • Room: Exhibit Hall

Track SegmentsModerator: Rachel Pasqua

Room: Salon 3 & 4Moderator: Michele Kiss

Room: Salon 1 & 2Moderator: Tim WilsonRoom: Golden Gate B

10:20 - 10:30am Gold Sponsor Presentation

Gold Sponsor PresentationJon Morris, Rise Interactive

Gold Sponsor Presentation

10:30 - 11:15amMobile Search Tactics Rachel Pasqua, iCrossing

Social Media Metrics Secrets John Lovett, Web Analytics

Demystified

Web Optimization Process Management

Tim Wilson, Clearhead

11:20am - 12:05pmThe Joy of Mobile AnalyticsJerie Dahlman, Allstate Insurance

Building a Measurement Organization for the

Big Data World Susan Etlinger, Altimeter Group

The Evolution of an Attribution Resolution

Jim Novo, The Drilling Down Project


Agenda Overview

12:05 - 12:50pm

Lunch and Learn • Room: The View, 39th Floor Join the “In-the-Moment” Movement

Jeff Seacrist & Eric Butler of webtrends

Lunch and Learn • Room: Golden Gate B Stop Reporting and Start Storytelling

David Millrod, Insight Rocket

Aaron Maass, MaassMedia

12:05 - 1:30pm Lunch • Room: Exhibit Hall


Room: Salon 3 & 4Moderator: Michele Kiss

Room: Salon 1 & 2Moderator: Tim WilsonRoom: Golden Gate B

1:30 - 2:15pmData Driven Smartphone Experience Optimization

Mark Ryan, Extractable

Measuring Community Health Lauren Vargas, Aetna

Attend this Session or Pay €1 Million

René Dechamps Otamendi, Mind Your Group

Joanne McNabb, California Department of Justice

2:20 - 3:05pmApps and Ads —

The Musical

John Hilton, Pandora

Integrated Social Analytics at FedEx

Ned Kumar, FedEx

Developing an Effective Conversion

Optimization Strategy Chris Goward,

WiderFunnel Marketing

3:05 - 3:30pm Exhibits & Afternoon Break • Room: Exhibit Hall

3:30 - 4:15pm

Thinking Beyond the Device: Cross-Channel Analytics,

Local, and SocialKrista Seiden, Google

The Community Manager’s Best Friend: You and Twitter

& Facebook Analytics Tim Wilson, Clearhead

The Dawn of Convergence Analytics

Andrew Edwards, Technology Leaders

4:20 - 5:20pm

KEYNOTE • Room: Golden Gate B Top Down Media Mix Modeling Meets Bottom Up Attribution at MetLife

Dan Bernard, Merkle

Robb Hoenick, MetLife

5:20 - 5:25pmLIGHTNING ROUND SPONSOR PRESENTATION • Room: Golden Gate B

5:25 - 5:35pm

LIGHTNING ROUND OF 2-MINUTE SPONSOR PRESENTATIONS • Room: Golden Gate B

5:35 - 7:00pm Data Driven Business Week Networking Reception • Room: Exhibit Hall

8:30 - 10:00pmLobby Bar Party – Tasting Presented By Glenfiddich • Room: The View, 39th Floor


Agenda Overview

Tuesday, April 16, 20138:00 - 8:45am Networking Breakfast • Room: Exhibit Hall

8:45 - 8:50amCONFERENCE CHAIR WELCOME REMARKS • Room: Golden Gate B


8:50 - 9:10am

DIAMOND SPONSOR • Room: Golden Gate B Enable and Empower Your Organization to Act on the Voice of Your Customer

James Niehaus, Symantec

9:10 - 9:50amKEYNOTE • Room: Golden Gate B

Higher Education by the Numbers at the University of Phoenix Justin Richmond, Apollo Group

9:50 - 10:00amLIGHTNING ROUND OF 2-MINUTE SPONSOR PRESENTATIONS • Room: Golden Gate B

10:00 - 10:50amFORMAL ROUNDTABLE DISCUSSION • Room: Golden Gate B

First, Admit You Have a ProblemJim Sterne, eMetrics Summit

10:50 - 11:15am Exhibits & Morning Coffee Break • Room: Exhibit Hall

Track SegmentsModerator: Rachel Gerson

Room: Salon 3 & 4Moderator: Feras Alhlou

Room: Salon 1 & 2Moderator: Thomas Bosilevac

Room: Golden Gate B

11:15 - 11:25am

Gold Sponsor PresentationJon Morris, Rise Interactive

Gold Sponsor PresentationGold Sponsor Presentation

11:25am - 12:15pmA More Sophisticated

Approach to SEO MetricsRachael Gerson, SEER Interactive

Using Multiple Data Sources to Build Brands

Kyle Barber, McCann Worldgroup

Conversion Ninja Toolbox Tim Ash, SiteTuners

12:15 - 1:05pm

Lunch and Learn • Room: Salon 3 & 4 Social Media & Competitive Intel:

How to Beat Your RivalsJon Morris, Rise Interactive Lunch • Room: Exhibit Hall


Agenda Overview

12:15 - 1:30pm

DAA industry Meeting • Room: Golden Gate B

(lunch provided)




Room: Golden Gate B

1:30 - 2:15pm

Search Marketing Analytics for an Analytics Company.

No Pressure! Crispin Sheridan, SAP

how Big Data Drives ROi Across All

Channels & Campaigns Thad Kahlow, BusinessOnline

Big Data PanelStéphane Hamel, Cardinal Path

Michael Ebeid, McKinsey & Company

Cassie Lancellotti-Young, HighTable.com

Matthew Wright, Keystone Solutions

2:20 - 3:05pm

Identifying Your Key Keywords Barbara Coll,

Webmama.com Inc.

Optimizing Awareness and Traffic ROI

Jon Burns, LSI Corporation

Tomorrow’s Tech Today Bryan Eisenberg,

Best Selling Author, Advisor

3:05 - 3:30pm exhibits & Afternoon Break • Room: Exhibit Hall

3:30 - 4:15pmData That Persuades:

How to Prove Your Point Ian Lurie, Portent

Attribution Modeling Consensus - It’s Fuzzy

Woody Meachum, OMD

How to Master the Art of Dashboard Design

Jennifer Veesenmeyer, Merkle Analytics

4:20 - 5:10pm

KEYnOTE • Room: Golden Gate B Big Data for Marketing in Real Life

Joanna Bloor, Pandora

Joe Megibow, American Eagle Outfitters

Bob Page, eBay

6:00 - 7:00pm Web Analytics Wednesday Reception • Room: Atrium, Level 2

7:00 - 10:00pm DAA Awards for excellence Gala • Room: Golden Gate B


Agenda Overview

Wednesday, April 17, 20138:00 - 9:00am Networking Breakfast • Room: Foyer

9:00 - 9:05amCONFERENCE CHAIR WELCOME REMARKS • Room: Salon 7


9:05 - 9:45am

KEYNOTE • Room: Salon 7

Analytics.edu Dr. Sudipta Dasmohapatra, Institute for Advanced Analytics

Dr. Craig Stacey, NYU Stern’s Center for Measurable Marketing

Bruce Weinberg, University of Massachusetts Amherst

9:45 - 10:20am Morning Coffee Break • Room: Foyer


Room: Salon 3 & 4Moderator: John Lovett

Room: Salon 1 & 2Moderator: Tim Wilson

Room: Salon 7

10:20 - 11:10amMobile Marketing Analytics

at NBC Universal Blandon Casenave, NBCUniversal

Augmenting Forecasting with Social Media Data

Gary Angel, Semphonic

Content Optimization from the Publisher’s Perspective

Joseph Gordon, The San Diego Union-Tribune

11:15am - 12:00pmMobile Analytics Meets CRM

Carolyn Eckhaus, Merkle

Bruce Hershey, Merkle

The Social Media Metrics Journey

Nancy Koons, Vail Resorts

UXD V. Analytics - What Have You Got for Me? No,

What Have YOU Got for ME? Chris Farnum, ProQuest

Farris Khan, ProQuest & BobbleheadGuru blogger

12:00 - 1:30pm

LUNCH AND LEARN • Room: Salon 7

How Autodesk Built a Cost Effective, High Value Analytics Team

Scott McCartney, eClerx

Gautam Madiman, Autodesk

LUNCH • Room: Exhibit Hall

1:30 - 2:15pm

Mobile - Not a Channel, But One of Many Touchpoints

Angel Morales, SmarterRemarketer, LLC

Analytics of the Future: Best Methods for Social Media ROI Today and Tomorrow

Natalie Kortum, Dell

Brian Melinat, Dell

Are Best Practices in Testing Obsolete? Brooks Bell, Brooks Bell


Agenda Overview




Room: Salon 7

2:20 - 3:05pmTo Be Announced

(Please see the Addendum)

Real Time Heat Maps of Video Engagement

Brian Massey, Conversion Sciences

Reducing Time to Insight Thomas Bosilevac, Digitaria

3:05 - 3:30pm Afternoon Break • Room: Foyer

3:30 - 4:15pmAdvanced PPC Bidding

Techniques Using Big Data Jeff Ferguson, Fang Digital Marketing

Time for a Chat About Chat Analytics

Mario Pacini, Snapfish Americas

Dean Shaw, SAS Institute

Using Tag Management to Drive Innovation

Brandon Bunker, Sony Electronics

4:20 - 5:10pm

KEYnOTE • Room: Salon 7

Selling the “Digital Data Opportunity”: Evolving General Mill’s Data-Driven Culture Andrew Janis, Evantage

Matt Wilson, General Mills

5:10 - 5:30pmCONFeReNCe ChAiR ClOSiNG ReMARkS • Room: Salon 7


Post Conference Workshop & eMetrics Executive

Thursday, April 18, 2013

9:00am - 4:00pmDAA Base Camp Workshop 102 • Room: Pacific A

Instructor: Jim Novo

9:00am - 4:00pm1 Day eMetrics executive Roundtable (By invitation Only) • Room: Foothill D

Discussion Leader: Jim Sterne

�� Enhance�your�professional�development�and�knowledge�� Learn�about�emerging�best�practices�and�new�standards�� Receive�discounts�to�industry�conferences,�including�an�exclusive�20%�discount�to�the�eMetrics�Summits�� Collaborate�in�Committees�and�Special�Interest�Groups�that�align�with�your�professional�interests�� Join�(or�start!)�a�Local�Chapter�� Attend�networking�events

Explore what the DAA can do for you. Stop by the DAA booth to talk to members and staff about joining today!

�� Take�advantage�of�member�discounts�on�award-winning,�online�educational�programs�from�the�University�of�British�Columbia�and�University�of�California-Irvine�� Get�certified!�Becoming�a�DAA�Certified�Web�Analyst�provides�professional�recognition�and�sets�you�apart�from�your�peers�in�the�industry�� DAA�Base�Camp�workshops�are�available�at�eMetrics�Summits�and�provide�classroom�learning�opportunities�from�industry�leaders�� Search�for�your�next�opportunity�on�the�DAA�Job�Board,�and�read�up�on�member-exclusive�career�development�resources�� More�programs�to�be�rolled�out�this�year!

Corporate members receive free CWA exams and Base Camps each year – email [email protected] to find out how to use this benefit!

Boost Your Career with Professional Development Opportunities from the DAA

Make this the year you connect with the DAA to:


Conference Floorplan

Exhibit Hall – Breaks – Lunch

SALON 1 & 2

SALON 3 & 4

SALON 5 & 6

SALON 15

SALON 14

SALON 13

SALONS 10-12

SALON 9

SALON 8

SALON 7

NOB HILLC & D

NOB HILLA & B

GOLDEN GATEBALLROOM B GOLDEN GATE

BALLROOM C2

GOLDEN GATEBALLROOM C3

GOLDEN GATEBALLROOM C1

GOLDEN GATEBALLROOM A

Speaker Registration

SponsorRegistration

AttendeeRegistration

WAL

NU

TRO

OM

LAURELROOM

JUNIPERROOM

Golden GatePre-function Area

Elevators

Elevators

Exhibit Hall

Speaker Registration

FOOTHILLD

FOOTHILLA

FOO

THILL

J

FOOTHILLI

CLUB ROOM

FOOTHILLE

FOOTHILLF

FOOTHILLG1

FOOTHILLG2

FOOTHILLH

ATRIUM LOBBY Resturant


Monday, April 15, 2013

7:30 - 8:45am • Room: Foyer

Registration & Networking Breakfast

8:00 - 8:45am • Room: Golden Gate B

Newcomers OrientationSpeaker: Jim Sterne, Conference Chair, eMetrics Summit

First time at an eMetrics Summit? I know how you feel. Granted, it’s been 11 years since I was at the first one in Santa Barbara. But that’s why I’m the right guy to introduce you to the eMetrics Summit culture. I’m Jim Sterne, the founder, and I’d like to introduce you to the whole eMetrics Summit experience.

I’ll give you a little background, a little history and explain what you can expect to get out of it. I will also introduce you to some of the industry notables and demonstrate just how accessible they can be.

I will also encourage you to step slightly outside of your comfort zone and help you get the most out of your time at here. Of course, I’ll go over the logistics and the tracks and the time table. But my real goal is to make you feel at home… all before the opening keynote.


Conference Chair Welcome RemarksSpeaker: Jim Sterne, Conference Chair, eMetrics Summit


Diamond Sponsor Presentation

Measure Right, Manage Forward, Make a DifferenceSpeaker: Larry Freed, President and CEO, ForeSee

Modern consumers are everywhere, all of the time. As this new generation of customer continues to evolve, so must the analytics used to measure the experiences they have with companies and organizations. ForeSee president and CEO, Larry Freed, will discuss Next Genera-tion Customer Experience Analytics as a system of met-rics that goes beyond single-number measurements and eliminates outdated metric silos to better support today’s multi-channel, multi-device world we live in. He will explain what this new generation of predictive analytics needs to be and how it can help you create an analytics platform that allows you to measure right, manage for-ward, and make a difference in your business.

Session DescriptionsMonday, April 15, 2013

Digital Analytix® Pure datadrenalineIt’s fight or flight in the brave new digital world. Get faster answers to harder questions with comScore Digital Analytix®, the smart data platform that maximizes the value of your digital investments. Uncover premium ad placements. Build more effective page designs. Liberate your data. Feel the rush. www.comscore.com/DigitalAnalytix

BOOTH 622



Keynote

Omnichannel Analytics at WalMartSpeaker: Balaji Ram, Senior Leader in Site Analytics and Optimization, Walmart.Com

When fractions of a percent improvement in sales can mean millions of dollars, the stakes are very high. Balaji reveals the strategy, the politics, the tactics and the tech-nology for how the largest retailer on the planet lever-ages customer behavior data to improve the customer experience and the bottom line. Then, he shows how that all changes when social media and mobile marketing are added to the mix.

9:50 - 10:20am • Room: Exhibit Hall

Exhibits & Morning Coffee Break

10:20 - 10:30am • Room: Salon 3 & 4


10:20 - 10:30am • Room: Salon 1 & 2


Influencing Social “Awesomizers” with Personalized Content Speaker: Jon Morris, Founder and CEO, Rise Interactive

Since the birth of social media, brands have been searching for an effective way to leverage the power of influencers – those social “Awesomizers” who have a significant following and a powerful voice in their respective industries. Obtaining a mere mention by the right “Awesomizer” could boost even the most niche business to the forefront of social buzz.

But how do you determine who to target? How do you enchant them and convert them into a brand advocate?

Jon Morris, founder and CEO of Rise Interactive, will share his success story in developing and integrating personalized content into a social media campaign strategy and the significant impact it’s had for Rise Interactive.



10:30 – 11:15am • Room: Salon 3 & 4

Moderator: Rachel Pasqua VP, Mobile, iCrossing

Mobile Search TacticsSpeaker: Rachel Pasqua, VP, Mobile, iCrossing

Search has gone local and mobile. Local search accounts for 40% of all Google searches with estimates that, in the next 18 months, 15-30% of searches will take place on mobile devices. With this critical mass achieved, market-ers have real opportunities to drive traffic via mobile phones, learn what you can do to attract customers and stay ahead of the competition. Rachel takes us inside the mobile search war room and provides insight into the state of the mobile search industry, paid and natural search strategies and tactics, and analytics and landing page optimization.

10:30 – 11:15am • Room: Salon 1 & 2

Moderator: Michele Kiss, Partner, Web Analytics Demystified

Social Media Metrics SecretsSpeaker: John Lovett, Senior Partner, Web Analytics Demystified

John is a renowned analytics expert who wrote the book on social media metrics. He shares his best insights on how to analyze and measure the effects of social media and gauge the success of your initiatives. Through case studies and a massive amount of common sense, John



demonstrates how to manage social operations with pro-cess and technology by applying key performance indica-tors, and assessing the business value of social media. He also details his techniques for adopting a Social Analytics Framework for understanding evolving consumer behav-ior necessary to compete in a socially networked future.

10:30 – 11:15am • Room: Golden Gate B

Moderator: Tim Wilson, VP of Analytics and Measurement, Clearhead

Web Optimization Process ManagementSpeaker: Tim Wilson, VP of Analytics and Measurement, Clearhead

Consistently delivering business value requires more than tools. It requires instituting a repeatable process for identifying and prioritizing business questions, translat-ing those questions into testable hypotheses, and apply-ing the appropriate tools to reach actionable conclusions. In this session, Tim opens up his toolbox and shares his favorite tools, tips, and techniques for pivoting from “producing reports” to being the marketing depart-ment’s favorite partner.

11:20am – 12:05pm • Room: Salon 3 & 4

Moderator: Rachel Pasqua, VP, Mobile, iCrossing

The Joy of Mobile AnalyticsSpeaker: Jerie Dahlman, Lead Mobile Web Analyst, Allstate Insurance

Have you found mobile analytics to be challenging yet exciting or are you and your organization finding imple-menting and analyzing mobile metrics to be frustrating and unsatisfying? Discover the joy of mobile analytics as Jerie examines successful strategies for getting your mobile analytics implementations right the first time, identifies distinct metrics that are appropriate for under-standing your mobile visitors and explores opportunities for including metrics for the newest mobile features. From the trenches of implementation and analysis, Jerie shares insights and tips to strengthen your organization’s mobile analytics.

11:20am – 12:05pm • Room: Salon 1 & 2


Building a Measurement Organization for the Big Data WorldSpeaker: Susan Etlinger, Industry Analyst, Altimeter Group

Sir Tim Berners-Lee recently said, “Change is getting fast-er.” As the customer journey continues to fragment, as data, screens, apps and platforms proliferate, the strain on organizations is starting to show. How can business respond to external signals when social data is locked within silos, interpreted in myriad ways and sometimes even conflicts with enterprise data? In this session, Susan discusses how high-performance companies are organiz-ing for social data, how they are integrating it, what challenges they’re facing and how they are addressing the cultural impact of a faster, more fragmented, data-driven world. It’s time to get your social business house in order. Here’s how.

11:20am – 12:05pm • Room: Golden Gate B


The Evolution of an Attribution ResolutionSpeaker: Jim Novo, Owner, The Drilling Down Project

How do you reconcile claimed “success” across differ-ent channels and platforms when each is using different metrics? A universal approach is needed to define value creation and sort out the contribution of different mar-keting channels. Jim describes how to expose the true drivers of success with a meal plan recipe for a digital analytics feast, an appetizer of analytical culture, a main course of data quality, a side dish of standardized mea-surement, and a dessert of formal testing. Learn how to optimize the entire customer experience as you strive to improve the individual dishes.



12:05 - 12:50pm • Room: The View, 39th Floor

Lunch and Learn

Join the “In-the-Moment” MovementSpeakers: Jeff Seacrist, VP of Product Strategy

Eric Butler, Sr. Director of Emerging Technologies

What if you could access visitor-level data as it happens? Not minutes later, but within milliseconds, while your customer is still on site? Now you can, and we’ll show you how. Join us for an afternoon of free lunch and innova-tion as we show you how Webtrends is re-imagining digital marketing by streaming as-it-happens intelligence throughout your marketing ecosystem. For the first time ever, digital marketers have the ability to interact and optimize customer experience in the moment of con-sumption, purchase or abandonment. We assure you that this is like nothing you’ve ever seen before.

Join us over lunch to see how to optimize marketing “in the moment.” We’ll show you how Webtrends Streams can power more relevant, personalized marketing to transform your customer’s online experience and drive brand loyalty.

Join us to Re-Imagine your Digital Marketing!

12:05 - 12:50pm • Room: Golden Gate B

Lunch and Learn

Stop Reporting and Start StorytellingSpeakers: David Millrod, Managing Partner, Insight Rocket

Aaron Maass, Managing Director, MaassMedia

Your business can’t act on information it can’t see or un-derstand. But too often a lack of vision and communica-tion prevents the data from being noticed, the story from being told, or the business from being engaged at all.

Through their work with multiple Fortune 500 orga-nizations, MaassMedia and Insight Rocket have seen first hand how much time and insight are lost because the focus is on reporting numbers instead of telling a compelling story. In this Lunch and Learn, find out how MaassMedia and Insight Rocket teamed up to transform reporting into storytelling at a Fortune 100 company. Hear and see how to make your digital analytics more efficient, engaging, and effective. Enter a drawing to win a free pilot project!

12:05 - 1:30pm • Room: Exhibit Hall

Lunch

1:30 – 2:15pm • Room: Salon 3 & 4


Data Driven Smartphone Experience OptimizationSpeaker: Mark Ryan, Founder, Extractable

User experience on smartphones and tablets can be quite painful. Using a variety of examples, Mark delves into some cutting edge cases of using integrated analyt-ics from multiple sources to improve mobile customer experience and conversion. Site visitors are physically interacting with sites by orientating devices, swiping the screen, and walking while engaging with a web site. Mark reviews how various sites built for smart phones and tablets are utilizing analytics to better engage these visitors on the go and answer questions like: How often does a session start in one orientation (i.e. vertical) and then end in another (i.e. horizontal)? Are there specific devices that cause visitors to be more picky about their toolsets? Do certain mobile platforms inspire different user behaviors?



1:30 – 2:15pm • Room: Salon 1 & 2


Measuring Community HealthSpeaker: Lauren Vargas, Director for Community Strategy, Aetna

After working on the vendor side at Radian6, Lauren has put her social analytics knowledge to work at Aetna. Her goal? Monitoring the health of Aetna’s various customer-facing communities. Social listening started as pure art and now, Lauren shares how she’s applying the science.

1:30 – 2:15pm • Room: Golden Gate B


Attend this Session or Pay €1 MillionSpeakers: René Dechamps Otamendi, CEO & Co-Founder, Mind Your Group

Joanne McNabb, Director of Privacy Education and Policy, Office of the Attorney General, California Department of Justice

In fact, it can cost a lot more. If you are selling into the European Union, process personally identifiable data (like IP addresses) and do not have a data protection officer or do not comply with privacy requirements “by default” and “by design,” then you can be charged up to 2 per-cent of your annual worldwide turnover. Scared yet? Did we mention that there are 27 different interpretations of the European Parliament’s Directive 95/46/EC? Our panel will discuss current and future regulations, how compa-nies in the U.S should be doing about it today and the way forward toward a customer centric view of data.

2:20 – 3:05pm • Room: Salon 3 & 4


Apps and Ads — The MusicalSpeaker: John Hilton, Vice President of Sales and Marketing, Pandora

Pandora’s mystical Music Genome Project selects tunes you want to hear that you may have never heard before. Through the power of algorithms, this wildly popular website was pulled into the mobile world by its cus-tomers the moment smartphones started flying off the shelves. Find out how they measure the success of their apps, the success of their freemium model and the suc-cess of their customers’ advertising.

2:20 – 3:05pm • Room: Salon 1 & 2


Integrated Social Analytics at FedExSpeaker: Ned Kumar, Interactive Marketing Strategist, FedEx

Likes per campaign? Re-tweets per community manager? Comments per blog post? All are valid and all are useful but what about social analytics from an Enterprise per-spective? How does a large organization cross-leverage the efforts of many, active, corporate social media partici-pants? Brand impact, sentiment analysis and yes, bottom line sales are all up for consideration. Ned reviews his efforts, his progress as well as some of his trials and tribu-lations as he strives to get a top-down analysis of social media’s impact at FedEx.





Developing an Effective Conversion Optimization StrategySpeaker: Chris Goward, Co-Founder & CEO, WiderFunnel Marketing

The old saying goes that if you want to increase conver-sion rates, stop advertising and then only buyers will come to your website. While that may be true, it is also true that improving your conversion rate is really improv-ing the customer experience on your site – with monetary proof. Chris takes conversion optimization seriously and shows how to develop an effective strategy for conver-sions, how to determine the efficacy of your advertising efforts and conversion’s correlation to lead generation and overall revenue. You know conversion rates and optimization are critical in today’s digital marketplace – come learn the advanced tactics that effectively increase conversion rates on landing pages.


Exhibits & Afternoon Break

3:30 – 4:15pm • Room: Salon 3 & 4


Thinking Beyond the Device: Cross-Channel Analytics, Local, and SocialSpeaker: Krista Seiden, Product Marketing Manager, Google

Your customers don’t live in a silo, so your mobile metrics shouldn’t either. Based on her years of experience as an Omniture SiteCatalyst and Discover user at Adobe and now applying her analytics chops for Google’s Enterprise Apps team, Krista describes best practices for mobile analytics setup and reporting and using that data to go beyond a single screen experience. Knowing the numbers is important, but understanding the user experience is crucial.



3:30 – 4:15pm • Room: Salon 1 & 2


The Community Manager’s Best Friend: You and Twitter & Facebook AnalyticsSpeaker: Tim Wilson, VP of Analytics and Measurement, Clearhead

Community Managers (virtually unheard of a few years ago) are now legion and need to a) determine if the work they are doing is working and, b) validate their existence. You can become an analytics hero armed with the right kind of Twitter and Facebook data. Tim offers up edifying Twitter case studies, an educational knowl-edge of Facebook Insights and presents a process for working with a community manager to drive an itera-tive test-and-learn process. All these will help when you discover the Facebook party line doesn’t always square with Facebook reality and some retweets are more equal than others.


Moderator: Jim Sterne, Founder, eMetrics

The Dawn of Convergence AnalyticsSpeaker: Andrew Edwards, CEO, Technology Leaders

New types of data and a new set of tools created a new class of analysis for the marketer. Big Data, access to cloud computing, fancy algorithms, and unprecedented visualization capabilities have combined into conver-gence analytics. Though still in its infancy as a discipline, Andrew reviews this marketing equivalent of “one ring to rule them all” along with advanced data gathering and regularization strategies to create a dashboard-like experience for the marketer. Will all of digital analytics look like in two years? Find out where this fast-changing landscape – and your job – is headed.




Keynote

Top Down Media Mix Modeling Meets Bottom Up Attribution at MetLifeSpeakers: Dan Bernard, Senior Director, Merkle

Robb Hoenick, Assistant Vice President , eBusiness and Digital Marketing, MetLife

Media influencing customer actions without winning a conversion do not get attribution credit, creating a nega-tive cycle of underinvestment and underperformance. Understanding this dynamic is one thing; changing the organizations and systems supporting it is another. In this session, Dan and Robb address how marketers are meld-ing two approaches – ‘top down’ media mix portfolio analysis to understand contribution by media channel, and ‘bottom up’ partial attribution to optimize within channel.


Lightning Round Sponsor Presentation


Lightning Round of 2-Minute Sponsor Presentations


Networking Reception

8:30 - 10:00pm • Room: The View, 39th Floor

Lobby Bar Party

Tasting Presented By Glenfiddich

Join us at the View on the 39th Floor of the Marriott Marquis to finish the conversations you started, develop a taste for some of the best chocolate in town and learn about single malt whisky by Glenfiddich Ambassador Lux Zuchetto.

Lux Zuchetto is an experienced whisky brand special-ist, who has worked with such distinguished whiskies as Glenfiddich, The Balvenie, Dewars, and The Macallan. She recently returned from an immersive whisky production experience at the Balvenie and Glenfiddich distilleries in Scotland. She drinks her whisky neat and often.



Tuesday, April 16, 20138:00 - 8:45am • Room: Exhibit Hall

Networking BreakfastTake advantage of the opportunity to informally interact with industry peers during breakfast.




Diamond Sponsor Presentation

Enable and Empower Your Organization to Act on the Voice of Your CustomerSpeaker: James Niehaus, Director of Optimization & Web Analytics, Symantec

In analytics, the most relevant and actionable insights often come directly from the feedback of your digital vis-itors. You can save significant time, resources, and profits by quickly acting on the valuable insights captured within your visitor’s own words. The common challenge in our industry is getting your company to take meaningful ac-tion with the customer feedback you collect. From analyt-ics to marketing, site optimization to support, operations to user experience, to internal leadership…Symantec has integrated their voice of customer program across teams, sites, and continents. Hear how Symantec built out and scaled their global program and some of the lessons they’ve learned along the way.


Keynote

Higher Education by the Numbers at the University of PhoenixSpeaker: Justin Richmond, SVP and Chief Digital Officer, Apollo Group

Apollo Group is the market leader in providing higher education programs and services for working adults. They own subsidiaries such as Apollo Global, Carnegie Learning, College for Financial Planning, and Institute for Professional Development, but The University of Phoenix alone (with its 200 campuses, 350,000 students, and 700,000 active alumni) represents the largest higher education provider in North America. As the Chief Digital Officer, Justin is responsible for the digital marketing demand channels, product, web optimization, testing, and marketing platforms and analytics for Apollo. Justin shares his path to becoming Chief Digital Officer, per-spectives on multi-channel digital marketing, and the critical role of analytics in driving effective operational and strategic decision making.


Lightning Round of 2-Minute Sponsor Presentations


Formal Roundtable Discussion

First, Admit You Have a ProblemSpeaker: Jim Sterne, Conference Chair, eMetrics Summit

When the eMetrics Summit started in 2002, the market-ing optimization world was full of unknown unknowns. So we sat together and discussed and list out our com-mon problems. More than a decade later, it’s time to revisit. You’ll be sitting with like-minded professionals to share your troubles and the solutions to troubles you’ve bested.

Session DescriptionsTuesday, April 16, 2013


10:50 - 11:15am • Room: Exhibit Hall

Exhibits & Morning Coffee Break

11:15 - 11:25am • Room: Salon 3 & 4


Reduce Pain Points, Increase Profits in PPCSpeaker: Jon Morris, Founder and CEO, Rise Interactive

To build the best search marketing campaign, you need the right tools. And if the tools don’t exist, create them. Rise Interactive took this approach and created FeedPro, an inventory management tool with automation features, for its client Abt Electronics.

Abt Electronics needed to remedy several issues within its paid search campaigns: the ineffectiveness of bidding on thousands of product keywords manually, updating inventory levels on its website, and monitoring its pricing on branded products versus its competition.

By using FeedPro, Abt Electronics saw a significant jump in its conversion rate and increased its productivity.

Jon Morris, founder and CEO of Rise Interactive, will share best practices and strategies from this case study. In addition, he will teach attendees how to identify the pain points in their online marketing efforts.

11:15 - 11:25am • Room: Salon 1 & 2




11:25 – 12:15pm • Room: Salon 3 & 4

Moderator: Rachel Gerson, CWA, Analytics & SEO, SEER Interactive

A More Sophisticated Approach to SEO MetricsSpeaker: Rachael Gerson, CWA, Analytics & SEO, SEER Interactive

11:25 – 12:15pm • Room: Salon 1 & 2

Moderator: Feras Alhlou, President & Principal Consultant, E-Nor

Using Multiple Data Sources to Build BrandsSpeaker: Kyle Barber, SVP Global Performance Lead, McCann Worldgroup

What’s in a brand identity? A brand by any other name would smell as sweet. But how sweet? Kyle describes how to create a data strategy that marries site-serve data collection with third-party ad served data, social media results, syndicated tools for brand tracking, etc.

Learn how he translates marketing data into smart, ac-cessible and actionable stories. Kyle uses case studies to reveal a wide range of data capture methods and strate-gies for measuring client success.


Moderator: Thomas Bosilevac, Director of Analytics, Digitaria

Conversion Ninja ToolboxSpeaker: Tim Ash, CEO & Founder, SiteTuners

Landing page optimization can produce huge improve-ments in online marketing campaigns. The question is not whether you should do it, but rather how. In this fast-paced session, landing page optimization author and expert Tim Ash describes a number of powerful new tools that have recently become available for improving con-version rates. Learn the secrets of the conversion ninja, and become one yourself!



12:15 - 1:05pm • Room: Salon 3 & 4

lunch and learn

Social Media & Competitive intel: how to Beat your RivalsSpeaker: Jon Morris, Founder and CEO, Rise Interactive

Increasingly, brands turn to engagement metrics as the most fitting indicators of social success. Other brands focus on alternative conversion metrics, including content shares, content downloads, landing page visits and feed subscriptions. However, many digital marketers fail to include and analyze how their competitors are perform-ing into their reporting. Adding competitive intelligence to your social media efforts is the first step in building a top-notch campaign and capitalizing on your competi-tors’ weaknesses.

In this session, Jon Morris, founder and CEO of Rise Interactive, will discuss several ways that marketers can enhance their company’s brand and content with com-petitive analysis. Additionally, Morris will discuss several free and paid social tracking and measurement tools that can help brands track and compile findings over time.


lunch


DAA industry Meeting (lunch provided)




1:30 - 2:15pm • Room: Salon 3 & 4


Search Marketing Analytics for an Analytics Company. No Pressure!Speaker: Crispin Sheridan, Global Enterprise Search and Testing Lead, SAP

When you work for “the world leader in enterprise software and software-related services”, being respon-sible for global demand generation across more than 56 markets, covering paid and organic search, partner search and the intersection of search and social media, it is more than a full time job. Oh, and he also manages the SAP.com Test Lab. Crispin, a ten-year veteran of the eMetrics Summit, shares his history, his proudest achievements and lessons learned. See how SAP allocates budgets based on an in depth pilot around true digital attribution – the best blend, cadence and sequence of SEO, social, PPC, content syndication, display etc. Crispin shares a case study that provides a holistic understanding of customer behavior across all digital channels to optimize future efforts.

1:30 - 2:15pm • Room: Salon 1 & 2

Moderator:

Feras Alhlou, President & Principal Consultant, E-Nor

How Big Data Drives ROI Across All Channels & CampaignsSpeaker: Thad Kahlow, CEO, BusinessOnline

Thad describes how a tiny B2B marketing team with big goals amplified their inbound marketing efforts by leveraging Customer Intelligence (aka “Big Data”). Learn how they unearthed customer insights – launching and tracking campaigns, channels and content from first touch to last, through marketing automation to CRM and ultimately to sale. Thad relates what it takes technically to close the marketing loop and how you really can attri-bute what marketing programs work. See how validated scoring, personalization and segmentation allow serving the right content to the right person at the right time.



Big Data PanelSpeakers: Michael Ebeid, McKinsey & Company

Stéphane Hamel, Director, Strategic Services, Cardinal Path

Cassie Lancellotti-Young, VP, Marketing and Analytics, HighTable.com

Matthew Wright, Chief Technology Officer, Keystone Solutions

This is both a big panel and a panel about Big Data. You’ve heard it defined, but what about practical applications? When should you start looking at Big Data tools? How does Big Data change the way you do analysis? What new sorts of skills are required for Big Data? What to embrace, what to consider and what to avoid are the talking points for this session. It’s big.

2:20 - 3:05pm • Room: Salon 3 & 4


Identifying Your Key KeywordsSpeaker: Barbara Coll, CEO, Webmama.com Inc

Keyword selection management seems very straight forward at first – then it all goes horribly complex. Broad keywords, branded keywords, competitive keywords, sub-ordinate keywords, long tail conversion quotient – sim-pler things have driven people insane. Barbara shares her guide to getting organized and getting executive buy-in. Learn how to approach a keyword text corpus using analytics and subject matter experts to optimize of all web elements and content. Choosing the top 20 phrases for a company is a matter of art and science. Hear how Barbara adds years of experience and a touch of magic to the mix.



2:20 - 3:05pm • Room: Salon 1 & 2

Moderator:


Optimizing Awareness and Traffic ROISpeaker: Jon Burns, Online Marketing Manager, LSI Corporation

B2B lead generation is an art and a science. Engaging ads, flowing social media conversations, and buzz worthy industry events all generate awareness and drive traf-fic to the site. That’s the art. Then comes the science. Jon discusses how to segment leads by acquisition type and target accordingly, and how to prepare before the campaign launches to measure, analyze and optimize. Jon will show how to establish a reporting framework – keeping internal and external audiences in mind – and how to decide on relevant nomenclature, create insight-ful dashboards, establish an analytics process and follow it. Jon reviews the analysis of quantitative and qualitative data, engagement, asset interaction, micro-conversions, anecdotal sales insight, events, etc. Learn how LSI mea-sures the effectiveness of traffic generation with the convergence of marketing automation system metrics, web analytics and social engagement data.



Tomorrow’s Tech TodaySpeaker: Bryan Eisenberg, Marketing Keynote Speaker, Best Selling Author, Advisor

Bryan offers a look at the future of Internet marketing by showing off a plethora of analytics and marketing optimization tools – that are available today. Interested in search tools that reconfigure your website to accom-modate search trends or price personalization tools or on-site, in-time tools that optimize conversion per visitor? You should be. Bryan’s deep knowledge and rapid fire delivery will leave you breathless, astonished and wide-eyed at the marketing technical possibilities that are already reality.


Exhibits & Afternoon Break

3:30 - 4:15pm • Room: Salon 3 & 4


Data That Persuades: How to Prove Your PointSpeaker: Ian Lurie, CEO, Portent

Half an internet marketer’s job is data analysis and pre-sentation. Well-presented data explains what’s working and what’s not, and helps executives and the C-Suite make smart decisions about marketing initiatives. Ian dishes out great techniques for data presentation includ-ing: 3 ways to get folks to focus, tips for data visualiza-tion and data presentation missteps.

3:30 - 4:15pm • Room: Salon 1 & 2

Moderator:


Attribution Modeling Consensus – It’s FuzzySpeaker: Woody Meachum, Director, Digital Strategy, OMD

With an overwhelming number of touch points, most of which are out of your control, building an acceptable attribution model is the biggest challenge – and holds the biggest promise – of marketing mix management. Assumptions must be trusted by everybody in the adver-tising ecosystem for the model to be used as a guiding light, an auditing tool and a source of truth for pay-ments. Woody describes several cases where the politics were thick, the calculations breathtaking and the results applauded.





How to Master the Art of Dashboard DesignSpeaker: Jennifer Veesenmeyer, VP, Digital Analytics, Merkle Analytics

Executive dashboards are often the most high profile ex-pression of analytics in an organization. Jennifer delivers a crash course on creating exceptional dashboards that give you much-coveted visibility with the executive team. Jennifer will compare all the top dashboard tools and a few lesser-knowns. Then she’ll share her best tips for dashboard layouts and data visualization. If you’re look-ing for a way to boost your digital analytics career, you won’t want to miss this session.


Keynote

Big Data for Marketing in Real Life Speakers: Joanna Bloor, VP Sales Operations, Pandora

Joe Megibow, SVP/GM of Omni-Channel eCommerce, American Eagle Outfitters

Bob Page, VP Analytics, eBay

For every megabyte of hype about Big Data, there are gi-gabytes of glitches, terabytes of troubles and petabytes of problems. We’ve brought together three proficient pro-fessionals who use massive amounts of data to improve their platform, lead their industry and improve customer experience. This panel dishes out some very practical, tactical and just a little technical insight into how much trouble and how much value Big Data has to offer.

6:00 - 7:00pm • Room: Atrium, Level 2

Web Analytics Wednesday Reception


DAA Awards for Excellence GalaAt the 3rd annual DAA Awards for Excellence Gala, the DAA will celebrate the outstanding contribution to our profession by individuals, agencies, vendors and practitioners. Don’t miss an evening to honor your colleagues and partners by attending this Gala as it is the only place to hear first-hand who this year’s winners are! You do not need to attend the eMetrics Summit to attend the DAA Awards for Excellence Gala, you can register through either eMetrics or the DAA.

Tables for the 2013 DAA Awards for Excellence Gala are reserved as a sponsor benefit only. Individuals may purchase up to six individual tickets with seating on a first-come, first-serve basis. Interested in becoming a sponsor of the DAA Awards for Excellence Gala? View the sponsorship opportunities.

Member Ticket Pricing: $95

Non-Member Ticket Pricing: $145Cancellation Policy: Cancellations prior to February 15, 2013 will be given a 50% refund of the full ticket price. Cancellations received after February 15, 2013 will not be refunded.

Stop reporting and start storytelling.LUNCH AND LEARN Monday, April 15 at 12:05pm

Learn how MaassMedia and Insight Rocket teamed up to transform reporting into storytelling at a Fortune 100 company. Hear and see how to make your digital analytics more efficient, engaging, and effective.

Drawing to win a free pilot project!


Wednesday, April 17, 2013

8:00 - 9:00am • Room: Foyer

Networking BreakfastTake advantage of the opportunity to informally interact with industry peers during breakfast.

9:00 - 9:05am • Room: Salon 7


9:05 - 9:45am • Room: Salon 7

Keynote

Analytics.eduSpeakers: Dr. Sudipta Dasmohapatra, Marketing Analytics Faculty, Institute for Advanced Analytics

Dr. Craig Stacey, Director of Research, NYU Stern’s Center for Measurable Marketing

Bruce Weinberg, Department Head, Professor of Marketing, University of Massachusetts Amherst

While business has been feverishly working to make the most of the technology that has come out of the labs of academia, academia has been feverishly studying how well business is making the most of that tech. Leading data analytics scholars gather on this panel to incite businesses to make better use of data, tighten up their digital governance and actually act on data driven insight. From marketing mix modeling to data savvy leadership, from marketing accountability to behavioral analytics, these guys have been watching you. It’s time for your report card.

9:45 - 10:20am • Room: Foyer

Morning Coffee Break

10:20 - 11:10am • Room: Salon 3 & 4


Mobile Marketing Analytics at NBCUniversalSpeaker: Blandon Casenave, VP, Digital Media Research & Analytics, NBCUniversal

Just how sophisticated is mobile analytics in real life these days? How is NBCUniversal organized to accom-modate and leverage analytics in this channel? What did they learn along the way that you can put to use in your planning? Blandon shares his experience and tips for making the most of mobile analytics and provides some advice about which daydreams should we put on hold for the moment.

10:20 - 11:10am • Room: Salon 1 & 2

Moderator: John Lovett , Senior Partner, Web Analytics Demystified

Augmenting Forecasting with Social Media DataSpeaker: Gary Angel, President & CTO, Semphonic

Building predictive models is a great way to drive better reporting and cross over the barrier from reporting to analytics and traditional forecasting is significantly en-hanced with social media research. Gary shows the essen-tial elements in building a product launch or campaign forecast, including modeling of historical, econometric, sales, and brand data. But he takes this well beyond the traditional modeling realm by showing how social media sharpens forecasts and creates predictions in areas where little historical data exists. Learn how to move your re-porting from building thermometers (what happened) to building barometers (what will happen).

Session DescriptionsWednesday, April 17, 2013


10:20 - 11:10am • Room: Salon 7


Content Optimization from the Publisher’s PerspectiveSpeaker: Joseph Gordon, Director of Research, The San Diego Union-Tribune

For 15 years, Joseph has been a manager, marketer, researcher, database analyst, and lead business devel-oper. He has also wired together all the data he can get his hands on to help grow readership, inform advertisers and support the editorial and sales teams. Leveraging circulation analytics, niche product development, CRM systems, survey analysis, GIS and spatial analytics, data-base profiling and audience segmentation, Joseph has created a future where the newspaper is not dead and the knowledge they generate from the data they have is a source of pride – and revenue.

11:15am - 12:00pm • Room: Salon 3 & 4


Mobile Analytics Meets CRMSpeakers: Carolyn Eckhaus, Mobile Analytics Practice Lead, Merkle

Bruce Hershey, Director, Mobile Strategy, Merkle

Are you an analytics practitioner trying to integrate mobile analytics into your overall measurement strategy? Are you a marketer struggling to integrate mobile in-sights into your CRM strategy? Carolyn and Bruce explain how they team up as Analyst and Marketer to leverage mobile analytics for CRM. They get down into the weeds and discuss how to solve key challenges such as identify-ing customers across mobile devices, integrating mobile with other channels and targeting based on anonymous data. They show how to create contact strategies that align to brand segments based on behaviors, habits and/or preferences. They also bet you a drink at the Lobby Bar that even the most experienced practitioner will hear something new.

11:15am - 12:00pm • Room: Salon 1 & 2


The Social Media Metrics JourneySpeaker: Nancy Koons, Senior Manager, Web Analytics, Vail Resorts

You can’t do everything all at once. So where do you start? Nancy describes the how social media has evolved at Vail Resorts beginning with monitoring social channels (and measuring that). She tells about the thrill of vic-tory and the agony of defeat when it comes to promot-ing via social channels (and measuring that), rolling out their own social/ mobile app (and measuring that) and driving social media strategy from a content and promo-tions perspective using web data usage. Nancy has been through the practical, tactical side of implanting a variety of strategies – and you can learn from her experience.

11:15am - 12:00pm • Room: Salon 7


UXD V. Analytics – What Have You Got for Me? No, What Have YOU Got for ME?Speakers: Chris Farnum, Senior User Experience Designer, ProQuest

Farris Khan, Analytics Lead, ProQuest & BobbleheadGuru blogger

Chris and Farris expose the differences between how user experience designers and analytics practitioners think. While UXD weave best practices and user research into their designs, digital analysts spend their time confirm-ing or refuting hypotheses in a data driven way. One approach is decidedly qualitative, the other decidedly quantitative. Learn how it is possible to leverage both enlightened design and deep data to continuously opti-mize user experiences. If you work on either side of this debate, this is how to better state your case. And get along with the other side.




12:00 - 1:30pm • Room: Salon 7

Lunch and Learn

How Autodesk Built a Cost Effective, High Value Analytics TeamSpeakers: Scott McCartney, Principal, Sales and Marketing Services, eClerx

Gautam Madiman, Director, Web Analytics and Optimization, Autodesk

For years the digital analytics community had hoped for the evolution of the “super” analyst possessing the whole analytical toolkit: strong data management, integration and quality skills, analytical tool expertise, and the ability to translate business users’ requirements. This analyst would then combine those capabilities with the all-important ability to hypothesize and interpret the data to drive needle-moving action for the organization’s business. The reality is that today’s complex business requirements, and the explosion of analytical tools, make such “super” analysts very rare.

Join us to learn how market-leading firms like Autodesk have recognized this and are now building blended teams that incorporate critical business facing specialists in-house with highly skilled, offshore resources with partners like eClerx.


Lunch

1:30 - 2:15pm • Room: Salon 3 & 4


Mobile – Not a Channel, But One of Many TouchpointsSpeaker: Angel Morales, Founder, Chief Innovation Officer, SmarterRemarketer, LLC

When we move beyond the buzz of omni-channel, Big Data, the goal is consistent – a more intelligent approach to understanding (and monetizing) the customer. Mobile is playing a more important part but should it be treated as a separate entity? In this retail centric, vendor agnostic presentation, Angel shows how one of America’s top fashion retailers is blending mobile, web analytics, and in-store transactional data to create a new definition of Customer Intelligence – one that crosses the digital divide. The silos are cracking and the walls are coming down. Angel helps you be at the forefront and not under the rubble.

1:30 - 2:15pm • Room: Salon 1 & 2


Analytics of the Future: Best Methods for Social Media ROI Today & TomorrowSpeakers: Natalie Kortum, Marketing Decision Scientist, Dell

Brian Melinat, Social Media Listening Consultant, Dell

Helping business leaders understand how social media impacts brand health requires baselining the long-term impacts of overriding campaigns and overlaying specific, social events. Sometimes popular, short hand calculations to calculate Customer Lifetime Value can be useful, but these methods have flaws. Natalie and Brian review vari-ous means of measuring social media ROI from cutting edge approaches to media mixed modeling to simplified calculation methods and outlines the benefits of each. Then, they take a look at the transformation analytics will make in the next few decades, from influencing busi-ness decision makers to actually owning the decisions.


1:30 - 2:15pm • Room: Salon 7


Are Best Practices in Testing Obsolete?Speaker: Brooks Bell, CEO, Brooks Bell

When it comes to testing with agility and velocity, it’s natural to lean toward best practices. Unfortunately, what’s been proven to work for many tests may not work for others. So how does a testing culture in the real world embrace uncertainty and move forward with con-fidence? Brooks explains how it’s done using a case study from a Fortune 500 company testing campaign.

2:20 - 3:05pm • Room: Salon 3 & 4


To Be Announced(Please see the Addendum)

2:20 - 3:05pm • Room: Salon 1 & 2


Real Time Heat Maps of Video EngagementSpeaker: Brian Massey, Conversion Scientist, Conversion Sciences

Super Bowl ads cost millions and get extensively tested. But those workhorse videos we use for lead generation and ecommerce, those boring old product videos, talking head videos and webinars, those engaging whiteboard videos remain a mystery? Do they increase sales? Brian has run these kinds of videos through the lab and the results will surprise you. Find out what Zumba Fitness and the Online Marketing Institute learned from online video studies.

2:20 - 3:05pm • Room: Salon 7


Reducing Time to InsightSpeaker: Thomas Bosilevac, Director of Analytics, Digitaria

Collecting data, cleaning it, re-formatting it, integrating it with other data, and all the rest are required before putting on the old thinking cap and coming up with brilliant insights for your organization. While all that grunt work is necessary, your value to the organization is the insights you deliver. Think data mining – they want the gold! How do you deliver more gold? Thomas delivers practical advice on taming the data deluge so you can deliver insights faster.

3:05 - 3:30pm • Room: Foyer

Afternoon Break

3:30 - 4:15pm • Room: Salon 3 & 4


Advanced PPC Bidding Techniques Using Big DataSpeaker: Jeff Ferguson, CEO, Fang Digital Marketing

Optimizing the ebb and flow of retail buying patterns is a complex problem. Too complex, in fact, to allow for overly simplified bidding strategies based on the day of the week – or worse – the whims of anecdotal recollections from the guy who managed the account two years ago. Jeff shares the data driven system he created at Local.com, embedding a day-of-the-month bidding strategy. He adjusted bidding based on pay days, retail buying patterns, and more. Jeff has since applied these methods to a variety of retail and ecommerce clients with similar results. Learn about his process and methodology via case studies.



3:30 - 4:15pm • Room: Salon 1 & 2


Time for a Chat About Chat AnalyticsSpeakers: Mario Pacini, General Manager & CMO, Snapfish Americas

Dean Shaw, Chat Program Manager, SAS Institute

Mario and Dean share an unusual vocation. Among other responsibilities, they pay very close attention to a datastream that few others do: Chat. For HP, it’s a way to minimize email overhead, close sales and increase customer retention and loyalty. For SAS, it’s a way to minimize email overhead, qualify leads and support the sales team. Between measuring the amount of chat, calculating the likelihood of any given chatter’s lifetime value and delving into the sentiment expressed through chat, these guys have a unique perspective on the customer journey. They also have great insights on how to optimize an underloved customer touchpoint.

3:30 - 4:15pm • Room: Salon 7


Using Tag Management to Drive InnovationSpeaker: Brandon Bunker, Sr. Manager of Analytics, Sony Electronics

Tag management is more than just making it easier to deploy your tags – it’s about being able to have better control over your digital marketing services and your website visitor data so you can create competitive advantage with your online presence. Find out how Brandon has been able to deploy TMS at Sony to improve visitor conversion rates through a rich data layer, data syndication, and media optimization.

Simply download the Bizzabo app on your mobile device,sign in with your LinkedIn account and search for

It’s that easy, enjoy the conference from the palm of your hand.

DOWNLOADTHE CONFERENCE

MOBILE AP 0:00 AM

Log in

Search

eMetrics Summit



4:20 - 5:10pm • Room: Salon 7

Keynote

Selling the “Digital Data Opportunity”: Evolving General Mill’s Data-Driven CultureSpeakers: Andrew Janis, Senior Marketing Consultant, Evantage

Matt Wilson, Digital Analytics Strategy Manager, General Mills

General Mills has been advancing their traditional, highly successful brand marketing organization into the always-on, digital and data-driven environment. By blending brand, social, email, agencies and site teams, and rallying around new digital business intelligence opportunities, an internal evolution is in process. Matt describes how educating stakeholders on the possibilities possible and providing strategic direction on using consumer behavior data can spark a large organization to make a huge shift and get people on board with the vision. Then, Andrew gets specific about translating this crusade to the di-rect support of the campaigns from data for campaign ideation, campaign optimization in market and post-campaign insights generation.

5:10 - 5:30pm • Room: Salon 7

Conference Chair Closing RemarksSpeaker: Jim Sterne, Conference Chair, eMetrics Summit

Thursday, April 18, 2013

9:00am - 4:00pm • Room: Foothill D

eMetrics Executive Roundtable (Invitation Only) Discussion Leader: Jim Sterne, Founder, eMetrics Summit

A day of private conversation with fellow digital analytics executives.

More at: www.emetrics.org/sanfrancisco/2013/ emetrics-executive-san-francisco/

Session DescriptionsWednesday, April 17, 2013 and Thursday, April 18, 2013

www.emetrics.org

PA RT O F PRO D U CED BY

SAVETHEDATE

ChicagoJune 10-13, 2013

BostonSept 29 - Oct 3, 2013

StockholmOctober 14-15, 2013

LondonOctober 23-24, 2013

BerlinNovember 4-5, 2013

Chicago Boston

Stockholm London

Berlin


Full Day Workshops

Sunday, April 14, 2013 Room: Salon 3 & 4

Mastering the Digital Analytics Process

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

The lack of a systematic, proven methodology is the big-gest impediment to developing a culture of digital ana-lytics within organizations*. If you have more work than you can handle, more data than can possibly be analyzed, no management buy-in and you struggle to deliver good quality analysis and insight then this workshop is for you!

* Score of 1.5 out of 5 based on 234 opted-in Online Analytics Maturity self-assessments filled between December 2011 and December 2012.

Program• An efficient and proven five step process to conduct

analysis based on Lean Six Sigma

• Address all aspects from stakeholder requirement gathering all the way through effective communication of insights

• Hands-on exercises and takeaways

• Pre- and post-workshop activities and follow-up

Workshop DescriptionPreliminary to attending the workshop, participants will be invited to complete an Online Analytics Maturity self-assessment and share some of the challenges they are facing. The workshop will kick-off with a review of those results and adapt the agenda based on the feedback re-ceived.

We will address the needs and necessity for a solid and proven problem solving and improvement methodology and how it can be perfectly suited for the digital analyt-ics function. You will learn about the fundamentals and which approaches are best suited to conduct efficient analysis and engage stakeholders in the process.

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

• A method for strategic evaluation of your current and desired digital analytics situation.

• How to leverage the six critical process areas of a data driven organization as demonstrated by the Online Analytics Maturity Model (OAMM).

• A systematic approach as well as tips & tricks to define realistic objectives aligned with your business…how to measure & achieve them!

• How to leverage Lean Six Sigma concepts in order to become an analyst super-star.

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

• Learn from several real-life examples, failures and successes.

Who Should Attend?The course is specifically designed for analysts of all back-grounds and levels of experience who want to become change agents in their organization, as well as digital mar-keters and managers who want to leverage digital analyt-ics. The workshop is best suited to:

• Digital analysts and managers

• Marketing and online marketing managers

• E-commerce managers

• Directors

• IT directors and managers

Prerequisites• No knowledge of web analytics or a specific web

analytics solution is required

• No knowledge of statistics or technology is required

• Interest for digital strategies and measuring success is a must!

Course materialPresentation hands out with annotations and exercises.


Sunday, April 14, 2013 Room: Nob Hill A & B

Adobe SiteCatalyst“Top Gun” Training

Instructor:Adam Greco, Senior Partner Web Analytics Demystified

Adobe SiteCatalyst, while being an extremely powerful web analytics tool, can be challenging to master. It is not uncommon for organizations using SiteCatalyst to only take advantage of 30-40% of its functionality. If you would like your organization to get the most out its investment in Adobe SiteCatalyst, this “Top Gun” training class is for you. Unlike other training classes that cover the basics about how to configure Adobe SiteCatalyst, this one-day advanced class digs deeper into features you already know and also covers many features that you may not have used.

Over the past ten years, Adam Greco (“Omni-Man”) has worked on more SiteCatalyst implementations than almost anyone else and helped clients push SiteCatalyst to its limits. In this “Top Gun” class, Mr. Greco will share tips, tricks and real-world examples of how you can apply SiteCatalyst to your organization in new and creative ways. If you are a SiteCatalyst user, you have probably read his blog, but now, for the first time ever, you can learn about SiteCatalyst from the “Omni-Man” himself.

Note: This course is not intended for beginners, but rather for those who feel they have a good grasp on the basics of Adobe SiteCatalyst.

Sample Class Topics CoveredThe following is a list of the topics that will be covered in the “Top Gun” SiteCatalyst training class:

• Advanced review of Success Events, eVars and sProps

- Advanced Success Event usage including Incrementer Events, Event Serialization, Event Allocation and Participation, etc.

- Advanced eVar usage including Product Merchandising, Counter eVars, Instances, List eVars, etc.

- Advanced sProp usage including correlations and Participation

• Advanced usage of SiteCatalyst Classifications

• Advanced usage of Pathing

- Page Type Pathing, KPI Pathing, Search Term Pathing, File Download Pathing, etc.

• Advanced Shopping Cart Tracking

- Potential Revenue, Revenue/Orders to Date, Product Pages, Product cross-sell, etc.

• Advanced Campaign Tracking

- Unified Sources, Channel Bounce Rates, etc.

• Advanced Visitor Segmentation Techniques

• Advanced Onsite Promotion Tracking

• Advanced Onsite Search & Navigation Tracking

• Advanced Form Tracking

- Form Completion Rate, Form Identification, Form Errors, etc.

• Differences between Conversion Funnels and Fall-out reports

• Multi-suite tagging vs. v15 Segmentation

• Using Popular SiteCatalyst plug-ins

• Extending SiteCatalyst data

- VISTA & DB VISTA

- Data Sources

- Transaction ID

• Product Returns, Recurring Revenue, etc.

- Integrating SiteCatalyst with other Products

• E-mail, Voice of Customer, CRM, etc.

Full Day Workshops


Full Day Workshops

Sunday, April 14, 2013 Room: Salon 1 & 2

Introduction to Web Analytics 101

Instructor:June Li, Founder and Managing Director, ClickInsight

Whether you are new to web analytics, new to web man-agement 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.

What Will You Learn?• Web metrics terminology and technology

• The most critical web metrics

• 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

Thursday, April 18, 2013 Room: Foothill D

eMetrics Executive Roundtable Discussion Leader: Jim Sterne, FoundereMetrics Summit

A day of private conversation with fellow digital analytics executives.

More at: www.emetrics.org/sanfrancisco/2013/emetrics-executive-san-francisco/

Thursday, April 18, 2013 Room: Pacific A

Applying Web Analytics 102Instructor:Jim Novo, Owner, The Drilling Down Project

The official Digital Analytics Association Base Camp work-shops deliver a solid foundation of online marketing ana-lytics knowledge and authoritative course material in a workshop environment. DAA Base Camp workshops are designed for marketers and analysts just getting started with web analytics and provide an excellent introduction.

What Will You Learn?This workshop picks up where the Introduction left off, by taking attendees deeper into applying web analytics pro-cesses and insight into the pitfalls to avoid. You will learn the first steps to using web analytics to improve site de-sign, email marketing/visitor life cycle, social media mar-keting, conversion/lead optimization, 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

your customers’ two cents are worth millions

Which is why nearly half of the Fortune 50 rely on our patented Omnichannel Voice of Customer solutions to listen at all times and in

every channel.

For 14 years, the real-time engine behind our familiar [+] feedback symbol has helped hundreds of leading Global brands measure the

customer experience, and leverage actionable consumer insight at all brand touch points. The result is foundational improvement to

products, people, and brands.

Are you listening?

www.opinionlab.com | 847.681.6100


Dan BernardSenior Director Merkle

Dan brings 13 years of applied marketing and strategy consulting experience to his role as Senior Director, Insur-ance and Wealth Management. Dan’s experience spans intermediary and direct distribution and is marked by significant collaboration across marketing, sales and ser-vice, IT, and underwriting functions.

Prior to joining Merkle, Dan led numerous teams for The Hartford’s Personal Lines division. Most recently, he built The Hartford’s post-sale customer marketing strat-egy and delivered improvements across the customer lifecycle. Dan also led the Personal Lines Marketing Ana-lytics Team and was responsible for acquisition analyt-ics, segmentation, and media productivity modeling. Dan helped launch The Hartford’s non-affinity direct to consumer channel and managed major partner relation-ships. Dan was a founding member of The Hartford’s Ecommerce Team and was the business lead for the re-design of its consumer ecommerce website and platform.

Dan also worked for six years as a strategy consultant for Braun Consulting. At Braun, Dan tackled sales and marketing challenges in the healthcare industry includ-ing product launch planning, distribution strategy and sales force optimization.

Dan received an MBA with distinction from the Tuck School of Business at Dartmouth College and a BA in eco-nomics from Haverford College.

Keynote: Top Down Media Mix Modeling Meets Bottom Up Attribution at MetLife

Joanna BloorVP Sales Operations Pandora

Joanna Bloor is the Vice President of Sales Operations & Advertising Operations for Pandora. With close to two decades of business operations, ad technology and sales experience, Joanna brings a valuable leadership perspec-tive to Pandora. A seasoned veteran of operations and sales with both start-up and established organizations, she has worked within the technology, online media, res-

taurant and retail sectors to deliver top notch, strategi-cally significant process system design and implementa-tion for all levels of an organization from coordinator to executive.

Keynote: Big Data for Marketing in Real Life

Dr Sudipta DasmohapatraMarketing Analytics Faculty Institute for Advanced Analytics

Dr. Sudipta Dasmohapatra is a faculty at the Institute for Advanced Analytics at North Carolina State University. She has been teaching marketing analytics at the Insti-tute since 2008 and has been instrumental in helping develop the curricula for the program, early on. Dr. Das-mohapatra has a PhD in Marketing from The Pennsylva-nia State University and has worked as a market research consultant for fortune 500 companies before joining NC State. Her current research focuses on the application of advanced market models to environmental and energy based products.

Keynote: Analytics.edu

Robb HoenickAssistant Vice President, eBusiness and Digital Marketing MetLife

Robb is Assistant Vice President of eBusiness and Digital Marketing at MetLife. In this role, Robb is responsible for eMarketing of direct to consumer products, Analytics and Mobile Strategy. He and his team use a data-centric and testing culture to make timely decisions. Very curi-ous by nature, his team strives to create actionable in-sights to increase sales. One of his current challenges is understanding the timing and value of online and of-fline touchpoints in order to increase sales and increase efficiency of media budget.

In previous roles at MetLife, he pioneered the concept of web sales for voluntary insurance products. The concept has now evolved to a deeper understanding of the busi-ness drivers while also generating significant sales.

Keynote Bios


Previous to MetLife, Robb worked in the Management Consulting field in NYC for several years, working with clients in both technology and marketing areas.

Robb received an MBA from Kellogg Graduate School of Management, and a Master of Engineering Manage-ment at McCormick School of Engineering at Northwest-ern University.

Keynote: Top Down Media Mix Modeling Meets Bottom Up Attribution at MetLife

Andrew JanisSenior Marketing Consultant Evantage

Andrew Janis is a Senior Marketing Consultant with Evantage Consulting. Andrew has a passion for helping companies use the data they collect to make better, more strategic decisions to improve their online presence. An-drew has more than ten years of experience in ecom-merce management, digital marketing strategy, and marketing analytics.

Keynote: Selling the “Digital Data Opportunity”: Evolving General Mill’s Data-Driven Culture

Joe MegibowSVP/GM of Omni-Channel eCommerce American Eagle Outfitters

Joe Megibow is currently the SVP/GM of Omni-Channel eCommerce at American Eagle Outfitters.

Prior to this role, Joe was VP and General Manager of Expedia.com and the VP, Mobile and E-Commerce Opti-mization at Expedia, with global responsibility for Expe-dia’s mobile initiatives, including Mobiata, the leading provider of mobile travel apps.

Prior to hotels.com, he worked for 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 Technology Group.

Joe was recognized in March 2011 as the recipient of the Practitioner of the Year, Award for Excellence by the Web Analytics Association. In April 2011, he was elected onto the DAA Board of Directors and is currently serving a two-year term.

Joe earned a bachelor’s degree in Electrical Engineering from Cornell University and a MBA from the University of Chicago.


Bob PageVP 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 deci-sions. From data warehouse and business intelligence solutions to advanced analytics and custom insights, Bob delivers solutions for eBay’s strategic use of data.

Bob joined eBay from Yahoo!, where for over five years he led analytics teams across a broad range of responsi-bilities. 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 analyt-ics. Bob is on the board of directors of the Web Analytics Association and serves on the eMetrics advisory council.

Bob was recently named by Information Management magazine as one of the top 25 information managers of 2011. He occasionally posts to his blog at bobpage.net, and is @bobpage on Twitter.


Keynote Bios


Balaji Ram Senior Leader in Site Analytics & Optimization Walmart.Com

Balaji Ram is currently the Director of Site Analytics & Optimization of Walmart.com, part of Wal-Mart Stores, Inc. the World’s largest retailer & Fortune #1 company. In his role, Balaji manages all areas of Walmart.com’s site analytics including analytic platforms, business analysts, site conversion engineers & AB testing optimization ex-perts. Prior to this role, Balaji was the Director of Web Analytics & Optimization at Expedia. He had global re-sponsibility for Expedia’s web analytics & eCommerce customer experience measurement initiatives, including mobile, social and local commerce analytics. Balaji also lead various analytic platforms & integration aspects of click-stream analytics, experimentation platforms (both AB & MVT), customer experience monitoring, voice of customer tools, enterprise data warehouse integrations, & text analytics tools. He also managed third party and home grown analytics, AB testing product management & engineering development responsibility for all areas of analytics platform roadmap. Balaji joined the Expe-dia, Inc. group in 2008, heading up web analytics, closed loop re-marketing initiatives & site experimentation for hotels.com.

Prior to hotels.com, he worked for Meijer, Inc. the lead-ing mid-western retailer, building their eCommerce an-alytics & site monitoring initiatives. Prior to that, Balaji held management consultant positions at Toyota Motor Sales where he managed all aspects of customer facing web performance monitoring & analysis. Prior to that he held six sigma strategy consultant & engineering posi-tions for Big 3 Automotive supplier companies.

Balaji was recognized in March 2011 as the recipient of the Expedia’s Gold Standard Award for excellence in web analytics. He also serves as the Customer Advisory Board Member for various Enterprise Digital, Mobile Analytics & Multivariate Testing solutions.

Balaji has a BS in Electrical Engineering specialized in In-strumentation Engineering & a MS in Engineering Man-agement.

Keynote: Omnichannel Analytics at Wal-Mart

Justin RichmondSVP and Chief Digital Officer Apollo Group

Apollo Group is the market leader in providing higher education programs and services for working adults. They own subsidiaries such as Apollo Global, Carnegie Learning, College for Financial Planning, and Institute for Professional Development, but The University of Phoenix alone (with its 200 campuses, 350,000 students, and 700,000 active alumni) represents the largest higher education provider in North America. As the Chief Digi-tal Officer, Justin is responsible for the Digital market-ing demand channels, product, web optimization, test-ing, and marketing platforms and analytics for Apollo. Justin shares his path to becoming Chief Digital Officer, perspectives on multi-channel digital marketing, and the critical role of analytics in driving effective operational and strategic decision making.

Keynote: Higher Education by the Numbers at the University of Phoenix

Keynote Bios


Dr. Craig Stacey Director of Research, NYU Stern’s Center for Measurable Marketing

E. Craig Stacey, Ph.D., is a recognized expert in the area of marketing productivity analysis with a special empha-sis on marketing mix modeling and online versus offline marketing resource allocation. He guides The Center’s research direction, and identifies potential research proj-ects. He is a founding partner of The Analytic Consult-ing Group and previously served as Analytics Director for MarketShare Partners. Prior to joining MSP, he was Man-aging Partner at ACG Solutions and Industry Liaison for Emory University’s Zyman Institute of Brand Science. He was previously employed as Director of Marketing Sci-ence for The Coca-Cola Company and as Vice President of Marketing Science at DemandTec. He has also served as Senior Vice President, Analytic Product Management and Development, at Information Resources, Inc. Craig re-ceived his Ph.D. in Marketing and Statistics from the Uni-versity of Alabama, where he specialized in econometric applications of marketplace data. Craig has consulted on projects for many industries, including consumer prod-ucts, entertainment, financial services, quick-service restaurants, telecommunications, and transportation. He has served as a faculty member at leading business schools, teaching marketing productivity analysis, pric-ing strategy and tactics, and marketing management. He has been a regular speaker at events sponsored by the Advertising Research Foundation, American Marketing Association, the Institute for Operations Research and the Management Sciences, and the Institute for Interna-tional Research. Craig has served as a Trustee of the Mar-keting Science Institute and as a member of the Advisory Board for The University of Georgia’s Master of Market-ing Research program.


Bruce Weinberg Department Head, Professor of Marketing, University of Massachusetts Amherst

While business has been feverishly working to make the most of the technology that has come out of the labs of academia, academia has been feverishly studying how well business is making the most of that tech. Leading data analytics scholars gather on this panel to incite busi-nesses to make better use of data, tighten up their digi-tal governance and actually act on data driven insight. From marketing mix modeling to data savvy leadership, from marketing accountability to behavioral analytics, these guys have been watching you. It’s time for your report card.


Matt Wilson Digital Analytics Strategy Manager General Mills

Matt Wilson is the Digital Analytics Strategy Manager at General Mills. His respon si bil i ties include set ting the dig i tal ana lyt ics vision for the enter prise as well as the day-to-day ana lyt ics oper a tions for BettyCrocker .com, Pillsbury .com, BoxTops4Education .com and EatBette-rAmerica .com. Prior to General Mills, Matt worked as a con sul tant for Evantage Consulting and was an adjunct pro fes sor of mar ket ing at the Minneapolis College of Art and Design (MCAD) and served as President of MIMA from 2009–2010.

Keynote: Selling the “Digital Data Opportunity”: Evolving General Mill’s Data-Driven Culture

Keynote Bios

ANALYTICS SERVICESweb analyticschannel attributionchannel reportingtestingcompetitive intelligence

CLIENTS


Thank You To Our Sponsors

GOLD SPONSOR

SILVER SPONSORS

BRONZE SPONSORS

LIFETIME ASSOCIATION PARTNER

MEDIA PARTNERS

NEWCOMER SPONSORS

ASSOCIATION PARTNERS

DIAMOND SPONSORS

LANYARD SPONSOR LUNCH & LEARN SPONSORS


exhibitor Floorplan

Absolutdata Technologies, Inc. ....................... 606Act-On Software ............................................... 100Actuate ............................................................. P12Alpine Data Labs .............................................. 110Anametrix ......................................................... 524ClickTale ............................................................ 424comScore ........................................................... 622ConnectLeader ................................................. 116Couch & Associates ........................................... 401DAA ................................................................... 714Deloitte Global Services ................................... 612DMANC ............................................................... T3Ensighten .......................................................... 700ExactTarget ....................................................... 113Foresee .............................................................. 301Forio Online Simulations ................................. 422Genpact ............................................................. 118High Impact Prospecting .................................. 115iDashboards ...................................................... P11IIA ........................................................................ T1Impact Radius ................................................... P13

Inbenta .............................................................. 708Information Builders ........................................ 108Inkiru ................................................................. 212InsideView ........................................................ 704iPerceptions ...................................................... 123Kapost ................................................................. T4KXEN ................................................................. P15Latentview Analytics ........................................ 624Lead Converter ................................................. 104Localytics ............................................................. P2Majestic SEO ..................................................... 322Marchex ............................................................ 423Mastercard ........................................................ 106Neustar AdAdvisor ............................................. P3Numeric Staffing Services .................................. P1OpinionLab ....................................................... 107Optimizely ........................................................ 706Oxdata Inc. ........................................................ 222Racom Communications .................................. 114Recommind ....................................................... 522Revolution Analytics ........................................ 323

Rise Interactive ................................................. 501Sales Assoiate .................................................... T2Salford ............................................................... 716SAP Global Marketing, Inc. .............................. 101Search Mojo ...................................................... 702Sitespect ............................................................ 523SiteTuners ......................................................... 607Social 123 .......................................................... 718Splunk ............................................................... 223StatSoft ............................................................. 201Tableau ............................................................... P5Tealium ............................................................. 600Turing Data ......................................................... P4UBC .................................................................... 712UC San Diego Extension ................................... 710University of California, Irvine Extension ....... 324University of San Francisco, Master of Science in Analytics ......................... 224UserTesting ....................................................... 120Vorsight............................................................. 116Webtrends ........................................................ 601

120

123 222 224 223 322 324 323 422 424 423 522 524 523 622 624 623

720

718

716

714612

115

T4 T2

T3 T1

P15

ENTRANCE

P5

212

113 712

710

708

706

704

702

700

118

116

114

112

110

108

106

104

102

100

107

101 201 301 401 501 600

606 607

601

P14 P4

P13 P3

P12 P2

P11 P1


Sponsor Profiles

LIFETIME ASSOCIATION PARTNER

Digital Analytics Associationwww.digitialanalyticsassociation.org

Booth Number 714

The DAA is a not-for-profit, volunteer-powered association that helps members like Adobe, Expedia SAS and Yahoo! become more valuable through education, community, research and advocacy. The DAA was founded as the Web Analytics Association in 2004. The organization has more than 2000 members worldwide, representing forty countries and a broad spectrum of expertise. For more information about the DAA, or to become a member, visit the DAA website at: www.digitalanalyticsassociation.org.

DIAMOND SPONSORS

ForeSee www.foresee.com

Booth Number 301

As a pioneer in customer experience analytics, ForeSee continuously measures satisfaction across customer touch points and delivers critical insights on where to prioritize improvements for maximum impact. Because ForeSee’s superior technology and proven methodology connect the customer experience to the bottom line, executives and managers are able to drive future success by confidently optimizing the efforts that will achieve business and brand objectives. The result is better business for companies and a better experience for consumers. Visit us at www.ForeSee.com for customer experience solutions and original research.

OpinionLab www.opinionlab.com

Booth Number 107

OpinionLab is the global leader in Voice of Customer (VoC) feedback innovation, serving a prestigious client list that includes nearly half of Fortune 50 organizations such as Wal-Mart, Bank of America, Ford Motor Company, and many more. With real-time listening solutions for every brand touch point, this pioneering VoC platform invites consumers to share input in their own words, at anytime, from anywhere, helping organizations collect, understand, and leverage both structured and unstructured customer data. For over a decade, hundreds of the world’s leading brands have looked to the familiar [+] feedback symbol to better acquire, engage, and retain customers through an approach so streamlined it’s groundbreaking: listen always, listen everywhere. The result is actionable customer insight that sparks foundational improvement to companies’ products, people, and brands.

GOLD SPONSOR

Rise Interactive www.riseinteractive.com

Booth Number 501

Rise Interactive is an analytics-driven digital marketing agency that manages branding, e-commerce and lead generation campaigns for top brands from a wide range of industries. Founded in 2004, Rise Interactive has experienced tremendous growth, receiving recognition from the City of Chicago, Inc. Magazine, Five Elms Capital, Fortune Magazine and The Initiative for a Competitive Inner City (ICIC). Headquartered in Chicago, Rise Interactive takes a channel-agnostic approach to digital marketing, leveraging customized reporting to equip quantitatively-minded individuals with powerful insights to allocate budgets for the best ROI. The agency combines proprietary technologies with best-in-class solutions for unprecedented focus and detail in campaign tracking, reporting and analysis. For more information, visit www.riseinteractive.com or follow the company on Twitter @riseinteractive.


SILVER SPONSORS

ComScore www.comscore.com

Booth Number 622

ComScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behavior that enable clients to maximize the value of their digital investments.

Digital Analytix® is the big data platform that maximizes the value of your digital investments. Digital Analytix generates faster answers through powerful analytics that are flexible with your environment, lean to operate, and unified with not just web, but all your multi-platform data.

ExactTarget www.exacttarget.com

Booth Number 113

ExactTarget is a leading global provider of cross-channel digital marketing software-as-a-service solutions that empower organizations of all sizes to communicate with their customers through email, mobile, social media, Web and marketing automation. ExactTarget’s suite of integrated applications enable marketers to drive customer engagement, increase sales and improve return on marketing investment. Headquartered in Indianapolis, Indiana with offices in North America, Europe, South America and Australia, ExactTarget trades on the New York Stock Exchange under the ticker symbol “ET.”

iPerceptions

www.iPerceptions.com

Booth Number 123

A trusted market research firm and global leader in Voice of Customer analytics, iPerceptions captures customer perceptions on the touch point of choice and at the critical time using advanced intercept technologies and proven research frameworks to deliver action in real-time. It’s no wonder Dell, InterContinental Hotels, Harvard Business Review, Ford and over 3,000 brands trust iPerceptions. See how iPerceptions can enhance your business decisions today.

Majestic SEO www.majesticseo.com

Booth Number 322

Find out how all the websites on the internet link to each other with the largest Link Intelligence database on the planet. No other site or search engine gives you as much detailed information about how the fabric of the web is knitted together. Majestic SEO has by far the largest index of its kind publicly available. Majestic’s Site Explorer is incredibly fast. Tens of thousands of users rely on Majestic SEO as their link data source of choice.

Webtrends www.webtrends.com

Booth Number 601

Webtrends powers digital marketing success. Webtrends is at the forefront of real-time digital marketing relevance and customer experience management through unified customer intelligence. Our industry-leading analytics across mobile, social and web enables marketers to optimize campaigns, maximize customer lifetime value and deliver highly relevant digital brand experiences in real-time. Webtrends dramatically improve digital marketing results for more than 3,500 global brands including, in EMEA and internationally, Lloyds Banking Group, Barclays, HSBC, ASOS, Orange, T-Mobile, Microsoft, BMW, Toyota, Play.com, AllSaints, The Telegraph, and many more.

BRONZE SPONSORS

Anametrix www.anametrix.com

Booth Number 524

Anametrix transforms marketing with digital analytics. We collect, analyze, and make sense out of data across all channels in real time to enable marketers to discover new truths about customers, prospects, and the market at large. Anametrix delivers 360-degree visibility into business data to uncover new trends and hidden correlations, explore new relationships, and deliver a bigger and more

Sponsor Profiles


predictable impact on revenue. Founded in 2010 by the trailblazing web analytics team behind WebSideStory, Anametrix has headquarters in San Diego, CA

ClickTale www.clicktale.com

Booth Number 424

ClickTale is the industry leader in Customer Experience Analytics (CEA), providing businesses with revolutionary insights into their customers’ online behavior. ClickTale tracks every mouse move, click and scroll, creating playable videos of customers’ entire browsing sessions as well as powerful visual heatmaps and behavioral reports. For more information, please visit www.clicktale.com.

Ensighten www.ensighten.com

Booth Number 700

Ensighten provides the first Real-Time™ Tag Management System, accelerating site performance and giving marketers precise tag control by visitor, session, and page. Ensighten harmonizes data collection across all web-enabled devices and platforms, serving billions of tags annually for top brands like Microsoft Stores, Sony Electronics, Staples, Symantec, TUI Travel, T-Mobile, and United Airlines. Learn more at www.ensighten.com.

Marchex, Inc. www.marchex.com

Booth Number 423

Marchex, Inc. delivers customer calls to businesses and analyzes those calls so companies can get the most out of their mobile advertising.

Merkle www.merkle.com

Merkle, a customer relationship marketing (CRM) firm, is the nation’s largest privately-held agency. For more than 20 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. By combining a

complete range of marketing, technical, analytical and creative disciplines, Merkle works with clients to design, execute and evaluate connected CRM programs.

SiteSpect www.SiteSpect.com

Booth Number 523

SiteSpect provides the world’s only non-intrusive optimization platform, enabling web and mobile marketers to significantly improve key metrics such as conversion rate and engagement. SiteSpect’s solutions include rapid A/B testing, multivariate testing, behavioral targeting and personalization, landing page optimization, mobile web optimization, and web performance optimization. With SiteSpect, marketers enjoy unmatched speed and flexibility without the need for ongoing IT involvement. For more information, visit www.SiteSpect.com or call 617-859-1900.

Splunk Inc. www.splunk.com

Booth Number 223

Splunk Inc. provides the engine for machine data™. Splunk® software collects, indexes and harnesses the machine-generated big data coming from the websites, applications, servers, networks and mobile devices that power business. More than 4,800 customers in over 80 countries use Splunk Enterprise to gain Operational Intelligence that deepens business and customer understanding, improves uptime, reduces cost and mitigates cyber-security risk. Splunk Storm, a cloud-based subscription service, is used by organizations developing applications in the cloud.

Tealium www.tealium.com

Booth Number 600

Tealium, the leader in enterprise tag management makes it easy for organizations to add, modify and remove digital marketing page tags through a single line of code. The marketing-friendly approach enables business users to manage all their tagging requirements without JavaScript knowledge. Tealium offers turnkey integration

Sponsor Profiles


with hundreds of online vendors; superior scale and performance; and a deep enterprise feature set to help organizations increase marketing agility, reduce tagging costs, and improve site performance. www.tealium.com.

University of British Columbiawww.tech.ubc.ca

Booth Number 712

UBC Continuing Studies offers the 100% online Award of Achievement in Digital Analytics (previously Web Analytics) in collaboration with the Digital Analytics Association (DAA), with over 700 graduates since its introduction in 2005. In 2007 this program won an Award of Excellence from the Canadian Association for University Continuing Education.

UBC Continuing Studies, the University of California, Irvine Extension and the DAA have also combined their resources to offer the Certificate in Web Intelligence program.

University of California, Irvine Extension www.extension.uci.edu

Booth Number 324

University of California, Irvine Extension offers a Web Intelligence Certificate Program offered jointly with University of British Columbia (UBC) Continuing Studies, in partnership with the DAA. To receive the certificate, students complete four online courses required for the UBC Award of Achievement in Digital Analytics and five units of coursework from among the UC Irvine Extension electives. For more information on this as well as our new certificate in Predictive Analytics, please visit www.extension.uci.edu.

NEWCOMERS PAVILION

iDashboards www.idashboards.com/Cloud

Pod Number 11

iDashboards is a user-friendly, cost-effective, enterprise solution providing an alternative to complex and expensive BI software. Gain real-time insight into critical data, KPIs and metrics for enhanced decision-making. With a low cost of ownership, cutting-edge technology, and proven user-adoption, iDashboards has become the software of choice for data visualization.

Impact Radius www.impactradius.com

Pod Number 13

Founded in 2008, Impact Radius is transforming how advertisers and agencies manage media. On a single, integrated platform, clients can track all media channels, automate tag management, and onboard and pay direct partners while viewing and optimizing all conversion paths. The company is headquartered in Santa Barbara, CA.

Localytics www.localytics.com

Pod Number 2

Localytics is the leading provider of mobile marketing and analytics solutions. The company helps organizations gain data-driven insights into their end user interactions and leverages this knowledge to create automated, personalized and behavioral-targeted actions within apps. Localytics supports more than 600 million smart devices for customers like eBay, The Fox Group, Microsoft and The New York Times. Backed by Polaris Venture Partners and other leading investors, Localytics is headquartered in Boston, MA

Sponsor Profiles


Sponsor Profiles

Numeric www.numericjobs.com

Pod Number 1

Numeric is a national staffing firm founded in 1999 to provide executive recruitment and contract staffing services to the marketing sciences industry. Numeric specializes in digital and direct marketing analytics, search marketing, risk based marketing, and project management. Numeric is part of the Numeric Group, which includes Numeric Analytics, Numeric Link, and AdStrategist.

LANYARD SPONSOR

Neustar AdAdvisor www.neustar.biz

Neustar AdAdvisor provides rich data insights to online marketers to help them deliver more relevant and interesting content and advertising to consumers. Using its suite of privacy-friendly solutions, AdAdvisor helps marketers find the right audience at the right time.

LUNCH & LEARN SPONSORSeClerx www.eclerx.com

eClerx is the leading offshore provider of middle and back office operational support, data management and analytics solutions to sales and marketing organizations, with a particular focus on the burgeoning digital marketing universe, delivering confidence, value and rigor to more than 50 Fortune 500 and IR500 companies globally. With corporate offices in New York, London, Silicon Valley, Austin, Chicago, Dublin and Singapore, eClerx employs almost 6,000 professionals across five delivery centers worldwide. For more information, visit www.eclerx.com/SMS.

Insight Rocket

www.insightrocket.com

Turn your digital analysts into storytellers!

• Provide a comprehensive view across your data silos

• Drive proactive awareness of opportunities & risk

• Accelerate the flow of digital information

• Increase analyst productivity

• Democratize your data and insights

• Capture your organization’s attention

integrate: All of your data into a private data mart

Reveal: Award-winning intelligent alerting

investigate: Executive dashboards and embedded Tableau visualization

Publish: Storytelling via our mash-up of blogging and BI

Collaborate: A content-driven forum for discussion

MaassMedia www.maassmedia.com

MaassMedia is a strategic marketing analytics consulting firm that partners with organizations of various size and scale to break through the clutter of their digital data and expose transformative insights that can deliver better customer interactions and maximize marketing investments across multiple channels. Headquartered in Philadelphia, MaassMedia is solution agnostic and provides services across the analytics continuum, including implementation, reporting, analysis, training and strategic planning.


Sponsor Profiles

ASSOCIATION PARTNERS

ABPMP International www.abpmp.org

The Society for New Communications Researchwww.sncr.org

The Society for New Communications Research (SNCR) is a global nonprofit 501(c)(3) think tank dedicated to the advanced study of the latest developments in new media and communications, and their effect on traditional media and business models, communications, culture and society.

SNCR is dedicated to creating a bridge between the academic and theoretical pursuit of these topics and the pragmatic implementation of new media and communications tools and methodologies. The Society’s Fellows include a leading group of futurists, scholars, business leaders, professional communicators, members of the media and technologists from around the globe – all collaborating together on research initiatives, educational offerings and the establishment of best practices.

Follow SNCR on Twitter, become a Facebook fan and join SNCR on Google+.

For more information, visit the SNCR Website at: www.sncr.org, email [email protected] or call 408-825-9288.

MEDIA PARTNERS

beyond web analytics www.beyondwebanalytics.com

CMS Wire www.cmswire.com

CMSWire.com, published by Simpler Media Group, covers digital Customer Experience Management, Web Content Management, Enterprise 2.0 and Enterprise Information Management. The CMSWire audience is composed of mature practitioners, tech savvy marketers, consultants, vendors and analysts with a focus on digital marketing, collaboration and information management, including web experience management, content, document and asset management technologies, web publishing, and social business.

CustomerThink www.customerthink.com

Customer Think CustomerThink is a global online community of business leaders striving to create profitable customer-centric enterprises. Each month, the site reaches over 200,000 subscribers and visitors from 200 countries via email, RSS, LinkedIn and Twitter. CustomerThink currently serves over 80,000 visitors per month. Our main areas of coverage are Customer Relationship Management, Customer Experience Management and Social Business. This is the place to learn about every facet of customer-centric business management in articles, blogs, interviews, and news.


Sponsor Profiles

eConsultancy www.econsultancy.com

Econsultancy is a community where the world’s digital marketing and ecommerce professionals meet to sharpen their strategy, source suppliers, get quick answers, compare notes, help each other out and discover how to do everything better online. Founded in 1999, Econsultancy has grown to become the leading source of independent advice and insight on digital marketing and ecommerce.

Our reports, events, online resources and training programs help our 120,000+ members make better decisions, build business cases, find the best suppliers, look smart in meetings and accelerate their careers.

Online Behavior www.online-behavior.com

Online Behavior is a source of knowledge for website owners and analysts looking to understand how their online customers behave.

mThink www.mthink.com

mThink, LLC publishes business-to-business thought leadership projects that focus on the convergence of technology and business. Working in partnership with leading companies and organizations, mThink builds collaborative communities that include participants from all industry sectors: end users, consultants, solution providers, trade associations, analysts and academics. mThink synthesizes this joint expertise to publish visionary, detailed reports with companion Web sites.

San Francisco Bay Area Interactive Group www.sfbig.org

San Francisco Bay Area Interactive Group (sfBIG) is a non-profit professional association dedicated to championing innovation in digital marketing to brand marketers, publishers and agencies through educational networking, and association events.

TopSEOs

www.topseos.com

The independent authority on search vendors, topseos.com, evaluates and ranks the top internet marketing companies. Categories ranked by topseos include: search engine optimization, pay per click management, affiliate marketing, social media optimization, and many more. Since 2002, topseos has been a trusted resource for businesses looking to launch or improve internet marketing campaigns. The pathfinder service allows topseos to work directly with you to help find companies that best fit your business needs. Why waste time searching through thousands of sites with false promises? Go straight to the authority, gain insight into the industry, and work with the best.

Visibility Magazine www.visibilitymagazine.com

Visibility Magazine, founded in 2007, has become the guide to latest trends in internet marketing. Visibility conducts interviews with CEOs, shares opinions, reviews products, and provides a wealth of information about the movements in the industry. Additionally, Visibility will reach many fringe businesses that may have been contemplating entering or expanding their Internet marketing campaigns. Visibility is published quarterly and covers a wide range of topics including, but not limited to, organic optimization, pay-per-click marketing, website analytics, affiliate marketing, and press release distribution. Visibility embodies high-quality content, good sense, superior taste, and the character of conscientious journalism.

EVENTS CALENDAR

www.risingmedia.com

www.emetrics.org

Chicago - June 10-13, 2013Sydney - June 25-26, 2013Boston - Sept 29 - Oct 3, 2013Stockholm - October 14-15, 2013London - October 23-24, 2013Berlin - November 4-5, 2013........................

www.predictiveanalyticsworld.com

Chicago - June 10-13, 2013PAWGOV September 18-19, 2013Boston - Sept 29 - Oct 3, 2013London - October 23-24, 2013Berlin - November 4-5, 2013........................

www.textanalyticsworld.com

Boston - October 2-4, 2013........................

www.conversionconference.com

Paris - June 6, 2013Chicago - June 10-13, 2013Boston - Sept 29 - Oct 3, 2013London - October 23-24, 2013Berlin - November 4-5, 2013........................

www.integratedmarketingsummit.com

Chicago - June 10-13, 2013

www.affiliatemanagementdays.com

London - May 15-16, 2013

........................

www.admonstersops.co.uk

London - April 23, 2013Berlin - June 02-04, 2013November 22, 2013

........................

www.buildingbusinesscapability.com

Sydney - September 9-12, 2013Las Vegas - November 11-15, 2013

........................

www.searchmarketingexpo.com

London - May 14-16, 2013Paris - June 6-7, 2013Stockholm - October 14-15, 2013

........................

www.semtechbizsf2013.semanticweb.com

Berlin - September 2013

........................

www.socialmediaeconomy.de

Munich - November 11-12, 2013

www.socialgamingsummit.de

Berlin - May 14-15, 2013London - November 21, 2013

........................

www.devcon.allfacebook.de

Berlin - November 2013

........................

www.marketingcon.allfacebook.de

Munich - April 29, 2013Berlin - November 2013

.......................

www.semphonic.com/x-change/europe

Berlin - June 11-12, 2013

........................

www.webeffectivenessconference.com

Europe - June 5-6, 2013USA - September 2014

.......................

www.contextconference.comChicago- June 11-13, 2013

Big Data For Marketing - Emetrics

Documents

Transcript of Big Data For Marketing - Emetrics