Conference Preview - eMetrics Summit

2 © 2011 Rising Media, Inc. Note: Conference agenda subject to change. Visit website for current information. emetrics.org/newyork

An Invitation

Dear Marketing Optimization Professional:

Turning data into insight at the eMetrics Marketing Optimization Summit in New Yorkwhere you will be able to:

• Investigate social media, online media, mobile marketing and as always, marketing analytics. • Soak up intelligence from keynotes, breakouts, clinics, labs, roundtable discussions and your peers. • Take advantage of unparalleled networking. • Enjoy parties, receptions, and The Big Apple.

I promise to deliver the most important topics, most powerful speakers and the most groundbreaking insights yet.

You’ll hear from giants in the Marketing Optimization and Analytics industry including: Thomas Davenport, Bob Page, Geoff Ramsay and many others.

Leading companies will share their tips, tricks, and experience. Autodesk, Belron, Best Buy, BPA, Center for Democracy & Technology, Choice Hotels, Comcast, Dell, ESPN, Fidelity Investments, Harte-Hanks, Hearst Newspapers, MTV Networks, Nissan, Ogilvy, RAPP New York, Samsung Electronics, Shop Direct Group, Sonic Foundry, Turner Broadcasting, USAA, Vail Resorts, and Wharton School.

We’re getting the hang of marketing analytics. We’re starting to integrate the data streams from mobile, social, the Web and offline marketing. This year the competition heats up as others are leveraging their customer information to raise awareness, improve sentiment, increase engagement and enhance the customer experience - for profit.

This is an eMetrics Marketing Optimization Summit you do not want to miss.

Jim Sterne, FoundereMetrics Marketing Optimization Summit

Lifetime Sponsor


Agenda Overview

8:00-9:00

8:00-5:00

8:00-5:00

9:00-4:30

9:00-5:00

9:00-5:00

9:00-4:30

9:00-4:30

9:00-4:30

9:00-10:00

11:10-12:00

1:00-1:50

3:00-3:30

2:05-3:00

12:00-1:00

1:50-2:05

REGISTRATION

REGISTRATION & BREAKFAST

REGISTRATION

EMETRICS PARTNER WORKSHOPS

Google Analytics Users’ Great Event (Day 1 of 2)

Google Analytics Users’ Great Event (Day 2 of 2)

WAA Base Camp: Applying Web Analytics 102 - full dayJim Novo, The Drilling Down Project

WAA Base Camp: Introduction to Web Analytics 101 - full dayJune Li, ClickInsight

Roadmap to Online Analytics SuccessStéphane Hamel, Immeria

Pimp Your ReportsJennifer Veesenmeyer, Stratigent

MONDAY, OCTOBER 17 - WORKSHOP

TUESDAY, OCTOBER 18 - WORKSHOP

WEDNESDAY, OCTOBER 19

KEYNOTE: Managing Marketing Metrics at ExpediaJoe Megibow, Expedia

If at First You Don’t Succeed - Redeeming Web Analytics

• Adam Greco, Web Analytics Demystified

• Gautam Madiman, Autodesk• Melinda Driscoll, Best Buy

Social Media Metrics SecretsJohn Lovett, Web Analytics

Demystified

Congratulations, You’re a Publisher! Content Marketing Metrics

Rebecca Lieb, Consultant, Author eMetrics Lab

KEYNOTE: Digital Impact: The Two Secrets to Online Marketing SuccessGeoff Ramsey, eMarketer

BREAK / EXHIBITS

Vendor Elevator Pitches / Roundtable Discussions

LUNCH

Platinum Sponsor

10:00-10:30

Diamond Sponsor

SITE OPTIMIZATION SOCIAL OPTIMIZATION CONTENT OPTIMIZATION EMETRICS LABS

10:30-11:10 BREAK / EXHIBITS • Exhibit Hall Hours: 9:45am-7:30pm

Global leader in tag management

®


Agenda Overview

3:30-4:10

4:15-5:00

5:20-6:00

WEDNESDAY, OCTOBER 19

Optimization is Not Just for Websites Anymore

Nancy Koons, Vail ResortsVicky Brock, Highland Business

Research

Testing, Testing: 1,2, 3: The Multivariate Advantage

Craig Sullivan, BelronPaula Tellez, DellNazli Yuzak, Dell

Practical Predictive MarketingVicky Brock, Highland Business

ResearchSamantha Lipson,

Rapp Collins WorldwideJames Taylor, Decision Management Solutions

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

Michael D. Healy, michaeldhealy.com

Christopher Berry, SyncapseMeasuring and Monitoring

Twitter and Facebook Analytics

Marty Weintraub, aimClear Online Marketing Agency

Tim Wilson, Resource Interactive

Measure What Matters to Your Business

Katie Delahaye Paine, KDPaine & Partners

It’s About The People AND The Data

David Coletti, ESPN

Managing a Media Website by the Numbers

Shari Cleary, MTV NetworksColin Coleman, Turner Broadcasting System

David McBride, Comcast

Optimizing Content for Revenue

Stefan Tornquist, EconsultancySusan Parker,

Hearst Newspapers

eMetrics Lab

eMetrics Lab

eMetrics Lab

SITE OPTIMIZATION SOCIAL OPTIMIZATION CONTENT OPTIMIZATION EMETRICS LABS

8:00-8:55

9:00-9:50

11:10-12:00

1:30-2:15

3:00-3:30

12:00-1:30

2:20-3:00

REGISTRATION & BREAKFASTTHURSDAY, OCTOBER 20

Keynote: How Big Data is Changing the World Jeff Jonas, IBM

Driving Profitability in a Multichannel EcosystemRuth Gordon, Shop Direct

Beyond Fundamentals -- Using Behavioral Intent to

Drive Consumer ExperiencesRoss Jenkins, RAPP New York

Mobile Measurement Strategy

Greg Dowling, Semphonic

Making the Most of Marketing Dashboards

Jennifer Veesenmeyer, Stratigent

KEYNOTE: Every Day Analytics: Making Leading Edge PervasiveThomas H. Davenport, Author, Competing on Analytics

BREAK / EXHIBITS

LUNCH

Gold Sponsor / Roundtable Discussions

10:20-11:10 BREAK / EXHIBITS • Exhibit Hall Hours: 9:45am-4:30pm

CUSTOMER EXPERIENCE OPTIMIZATION

ADVERTISING OPTIMIZATION

MOBILE OPTIMIZATION OPTIMIZATION CLINIC

6:00-8:30EMETRICS RECEPTION/WEB ANALYTICS WEDNESDAY

9:00-12:00 CONVERSION BASH 8:30-10:30 EMETRICS LOBBY BAR PARTY

9:50-10:20 Diamond Sponsor

5:00-5:20 EXHIBITS / BREAK

WAA Member Meeting

WAA Certification Exam2:30 -5:00pm


Agenda Overview

3:30-4:20

4:25-5:10

5:15-6:00

3:00-4:00

THURSDAY, OCTOBER 20

Promotion Attribution: Everybody’s Doing ItRoy Bielewicz, Rosetta

Dan Rubin, Harte HanksErica St. Angel, Sonic Foundry

Do Not Track and the Future of Privacy

Vicky Brock, Highland Business ResearchJustin Brookman, Center for Democracy & TechnologyJohn McKean, Center for

Information Based Competition

Working With Panel and Third Party Data

Peter Black, BPA WorldwideElby Degnan, Digital Strategy Supervisor, Horizon Media

Optimizing Spend Across Online and Offline Channels

Jorge Ruiz, Ogilvy Alexei Milgram, MediacomSarah Searls, Choice Hotels

Expert PanelJoseph Stanhope, Forrester

Research Chris Johannessen, Barclaycard

Brian McNamee, Resolute Digital

Holistic Measurement of Mobile Performance

Laurie Kuhn, Samsung Electronics America

KPI Clinic, The Doctors Are InJune Li, ClickInsight

Stéphane Hamel, Cardinal PathAngie Brown, IBM

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

Mark Ryan, Extractable

KEYNOTE: Managing Marketing Metrics at eBayBob Page, eBay

Keynote: The Wharton Customer Analytics Initiative: Overview and Case Study Peter Fader, Wharton School of the University of Pennsylvania

CUSTOMER EXPERIENCE OPTIMIZATION

ADVERTISING OPTIMIZATION

MOBILE OPTIMIZATION OPTIMIZATION CLINIC

8:00-9:00

9:00-9:50

10:00-10:55

11:15-12:10

1:10-2:00

2:05-2:55

12:10-1:10

REGISTRATION & BREAKFAST

FRIDAY, OCTOBER 21

KEYNOTE: Your Mileage May Vary - Nissan LEAF’s Data-Driven Customer JourneyJim Sterne, Founder, eMetrics Marketing Optimization Summit

Shaina Boone, Critical Mass; Erich Marx, Nissan LEAF

KEYNOTE: Mix Masters - Attribution in a Multi-Touch WorldGregory Nathan, Fidelity Investments; Heath Podvesker, MarketShare

Predicting the FutureDean Abbott, Abbott Analytics

A Few of My Favorite ToolsFeras Alhlou, E-Nor

Samantha Bedford, Location 3Thomas Bosilevac, Mashable

Metrics

Communicating Data to Designers

Christopher Berry, SyncapsePatrick Glinski, Idea Couture

Step away from your dashboard!

Barbara Coll, WebMama.com Inc.

Dana Todd, Performics

New Paradigms for SEO Performance Measurement

Rich Devine, ZAAZ

The Future of SearchMike Grehan, incisivemedia

Measuring Your Organization’s Web Analytics

MaturityStéphane Hamel, Immeria

Turning Executives into Analysis Believers

Andrea Bertone, Interactive Web Systems

Jim Cain, NapkynBobby Hewitt, Creative Thirst

Edmund Mackey, Terminix

Analytics Career DevelopmentMichele Hinojosa, Red Door

InteractiveShari Cleary, MTV NetworksNancy Koons, Vail Resorts

Matthew Gellis, Keystone Solutions

Why Critical Thinking Is More Important Than Any Web

Analytics ToolApril Wilson, Targetbase

Government & Non-Ecommerce Metrics

Alex Langshur, Cardinal Path

Drinking The Kool-Aid: A 3-Year Longitudinal Analysis

of eMetricsEric Feinberg, Foresee Results

Caleb Whitmore, Analytics ProsRachel Klooz, Bizo

LUNCH / ROUNDTABLE DISCUSSIONS

DEEP DATA DIVING SEARCH OPTIMIZATION METRICS MANAGEMENT In a Class by Itself

10:55-11:15 BREAK

9:50-10:00 Passport Prize Winners Announced


Web Analytics Association Base Camp: Introduction to Web Analytics 101Monday, October 17

Instructor: June Li, Founder and Managing Director, ClickInsight

Whether you are new to web analytics, new to web management or just need to be sure that you are seeing the forest for the trees, this is the best place to get grounded in the basics. In this introductory workshop you will learn about:

• 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

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

Web Analytics Association Base Camp: Applying Web Analytics 102Tuesday, October 18

Instructor: Jim Novo, Owner, The Drilling Down Project

This workshop picks up where the Introduction left off, by taking attendees deeper into applying web analytics processes and insight into the pitfalls to avoid. You will learn the first steps to using web analytics to improve site design; email marketing/visitor life cycle, social media marketing, conversion/lead optimization, 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

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

Road Map to Online Analytics SuccessTuesday, October 18Instructor: Stéphane Hamel, founder of the Web Analytics Maturity Model (WAMM), President of Immeria.net and Director of the Web Analytics Association

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

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

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

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

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

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

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

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

Full-Day Workshops


Full-Day Workshops• A method to do a strategic evaluation of your current and

desired situation.• How to leverage the six critical process areas of a data

driven organization.• Tips & tricks to define realistic objectives aligned with

your business...how to measure & achieve them!• How to identify areas requesting more investment and

energy. • How to communicate effectively, be a change agent and overcome political storms. • Several real-life examples, failures & successes.

Who Should Attend?The course is specifically designed for analysts who are change agent in their organization or web and marketing managers who want to leverage online analytics. The workshop is best suited to:

• Web analysts and managers• Marketing and online marketing managers• E-commerce managers• Directors• IT directors and managers

Prerequisites• No knowledge of web analytics or a web analytics

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

must!

Pimp Your ReportsTuesday, October 18

Instructor: Jennifer Veesenmeyer, VP of Analytics, Stratigent

Pimp Your Reports is a hands-on workshop packed with tips and concrete techniques for creating meaningful dashboards and reports while applying strategy to the overall design. The concept for the Pimp Your Reports workshop series derived from watching Pimp My Ride on MTV™. The premise of the show is customizing a vehicle to reflect the unique interests and preferences of the people who are going to drive them.

Pimping reports is similar in that the goal of report creation should be about customizing reports for the people who are going to use them. If you want reports that people act on, they have to be meaningful and if you want to drive action in your companies, you have to go beyond canned reporting options and learn how to Pimp Your Reports!

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

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

Reserve your space and register today!

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


Wednesday, October 199:00am-10:00am • Keynote 1Managing Marketing Metrics at ExpediaJoe Megibow, VP, Global Analytics and Optimization, Expedia

Joe has hands-on knowledge of customer experience management. As Director of Field Engineering at TeaLeaf, he helped companies implement visit-specific experience tracking tools. At Hotels.com and now Expedia, Joe is responsible for core ecommerce infrastructure on the site (searching for product, checkout, customer care, pricing services, etc) as well as their iPhone apps, customer experience and customer satisfaction. If you’ve ever used Hotels.com or Expedia and had a problem, Joe probably knows about it. Joe is back by popular demand and you’re sure to enjoy his style of humor while you marvel at his knowledge of customer management, corporate management, analytics and marketing optimization as he reveals how Expedia is using web data for Marketing Return on Investment studies of offline effectiveness.

10:00am-10:30am • Diamond Sponsor

10:30am-11:10am • Break

Exhibit Hall Opens 9:45am-7:30pm

11:10am-12:00pm • Delegates may choose to attend any session at this time

SITE OPTIMIZATIONIf at First You Don’t Succeed - Redeeming Web AnalyticsAdam Greco, Senior Partner, Web Analytics DemystifiedGautam Madiman, Director Marketing - Web Analytics & Optimization, AutodeskMelinda Driscoll, Senior Manager, Digital Analytics, Best Buy

You throw a tag on all of your pages and soon you’re rolling in data. What could go wrong? Many analytics implementations have gotten off on the wrong foot. If you’ve just taken over a legacy system, if you’ve been tasked with cleaning up a toxic situation or if your system just seems stale and is not providing the expected value, here are some lessons from the front lines. As one of the original people

in the Omniture Consulting Group and the turn-around king at Salesforce.com, Adam has seen his share of stories and insights. He addresses that perennial quandary, “If I have to do a turn-around anyway, should I switch vendors?”

SOCIAL OPTIMIZATIONSocial Media Metrics SecretsJohn Lovett, Senior Partner, Web Analytics Demystified

John is a renowned analytics expert who has just finished his first 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 process and technology by applying key performance indicators, and assessing the business value of social media. He also details his techniques for adopting a Social Analytics Framework for understanding evolving consumer behavior necessary to compete in a socially networked future.

CONTENT OPTIMIZATION 1Congratulations, You’re a Publisher! Content Marketing MetricsRebecca Lieb, Consultant, Author

Build a digital content strategy that embraces words, images and multimedia to systematically enhance consumer engagement and conversion rates and the world will beat a path to your brand. But where should you put that content? On your own site? On your blog? On other people’s blogs? Out into the sociosphere? Rebecca looks at the critical decisions facing you; What to communicate. How often to communicate. Where to communicate. But most important of all: How to measure your effectiveness. You can spend more than a lifetime creating content, listening to conversations about your brand and participating in those conversations. But without knowing the most important metrics, your life will quickly slip away.

EMETRICS LABS 1

12:00pm-1:00pm • Lunch

1:00pm-1:50pm • Keynote 2Digital Impact: The Two Secrets to Online Marketing SuccessGeoff Ramsey, CEO, eMarketer

Session Descriptions


Session DescriptionsHow do you excel at connecting with and influencing consumers online? Geoff Ramsey, CEO of the top online marketing research powerhouse eMarketer, offers up practical, commonsense methods that can be followed by any businessperson at companies of all sizes. He hones in on two keys to success: building a performance measurement approach that will let you get maximum impact out of your online marketing and ad dollars, and creating magnetic content that attracts customers and keeps them engaged with your brand. Geoff Ramsey has analyzed the online ad space from the start and delivers insights and valuable prognostications at a breathtaking pace.

1:50pm-2:05pm • Platinum Sponsor

Global leader in tag management

®

2:05pm-3:00pm • Vendor Elevator Pitches

3:00pm-3:30pm • Break / Exhibits

3:30-4:10pm • Delegates may choose to attend any session at this time

SITE OPTIMIZATION 2Optimization is Not Just for Websites AnymoreNancy S. Koons, Web Analyst, Vail ResortsVicky Brock, Co-Founder, Highland Business Research

Vail Resorts created a new EpicMix application for snow lovers at Vail, Beaver Creek, Breckenridge, Keystone and Heavenly. EpicMix captures and uploads your days and vertical feet skied and connects with Facebook and Twitter and share your stats, pins and points. How? Radio Frequency scanners at the base of every lift, and RF technology built into every Vail Resorts season pass, and PEAKS card.

EpicMix includes one desktop site, 2 mobile sites, an iPhone app, Android app, and Facebook apps. Nancy shares the process they went through to set up analytics, some high level findings and how they optimize the application for its 2nd ski season next year. Then Vicky, an internationally sought-after online travel analytics consultant, peppers Nancy with questions and suggestions about where they are now and where this could all lead.

SOCIAL OPTIMIZATION 2 Sentiment Analysis, Ready for Prime Time?Gary Angel, President & CTO, SemphonicMichael D. Healy, Data Scientist, michaeldhealy.comChristopher Berry, Vice President, Research, Syncapse

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

CONTENT OPTIMIZATION 2It’s About the People AND the DataDavid Coletti, VP, Digital Media Research & Analytics, ESPN

The powerful combination of content and analytics, working together, is what allows ESPN to serve fans the best sports experience possible while providing advertisers the highest caliber environment and audience. In today’s multi-screen world, finding common measurement currencies, understanding consumer behavior and providing compelling content is simply becoming the price of entry. Hear from ESPN research and analytics on how they apply their insights and best practices to move “parallel path” conversations to unified and powerful storylines, serving fans and bringing advertisers measurable results.

EMETRICS LABS 2

TBA

4:15-5:00 • Delegates may choose to attend any session at this time

SITE OPTIMIZATION 3Testing, Testing: 1,2, 3: The Multivariate AdvantageCraig Sullivan, Customer Experience Manager, BelronPaula Tellez, Americas Senior Testing Manager, DellNazli Yuzak, Sr. Consultant, E-Business, Dell

With increased pressure on marketing budgets, dramatic increases in information from social media, and an emphasis on measurable online techniques, marketers now need to understand customer needs, behaviors and preferences in real-time to boost website conversion rates, leads and sales. Craig shares his years of experience with A/B split testing and multivariate testing and gets very specific about how he dramatically boosted click-through rates and online revenues for many of the UK’s leading websites. Next, Paula


Session Descriptionsand Nazli reveal how testing is done on a large a scale at a large company. They share lessons learned in running brainstorming meetings, sequencing tests, designing tests and defining success metrics. These secrets, together with vivid examples from Dell, deliver a set of practical operating principles you can customize and apply at once.

SOCIAL OPTIMIZATION 3Measuring and Monitoring Twitter and Facebook AnalyticsMarty Weintraub, Co-Owner & Founder, aimClear Online Marketing AgencyTim Wilson, Director, Measurement & Analytics, Resource Interactive

Facebook: What are you doing? Twitter: What are you thinking? If social media seems more like your mother and less like a marketing medium, it’s time to sync up your business goals with online social life. Once goals are in place, it’s time to get tactical measuring your success. Tim takes a hard look at what you can really get out of Twitter by the numbers and Marty does the same with Facebook. Tweeters, re-tweeters, fans, friends and followers are all under the microscope as our dynamic duo look at social KPIs to systematically leverage data to make friends and influence people. How to map search keywords to conversational velocity, how to identify authority users and get them to friend YOU and vanity baiting (“Now you’ve got me right where I want you.”) are on the examination table. You’ll need a keyboard to keep up.

CONTENT OPTIMIZATION 3Managing a Media Website by the NumbersShari Cleary, VP of Digital Media Research, Entertainment & Games , MTV NetworksColin Coleman, Senior Director Data Strategy, Turner Broadcasting SystemDavid McBride, Director, Business Intelligence, Comcast

How do you manage the people who are measuring your on-line media? A wide variety of data calls for a wide variety of skills and people. Who owns the numbers? Who determines priorities? Who administers the budget? Who controls the flow of information? This session looks at how companies are setting up processes and procedures to manage the measure-ment, set the guidelines and share the lessons learned.

EMETRICS LABS 3

5:00-5:20pm • Break / Exhibits

5:20-6:00 • Delegates may choose to attend any session at this time

SITE OPTIMIZATION 4Practical Predictive MarketingVicky Brock, Co-Founder, Highland Business ResearchSamantha Lipson, Analytics Manager, Cultural & Business Insights, Rapp Collins WorldwideJames Taylor, CEO, Decision Management Solutions

Predicting what people are going to do is a fool’s game. But an educated guess is golden. Using simple math to make that guess even more educated is the heart of predictive analytics. Vicky, a Certified Web Analyst, provides some down-to-earth, realistic examples some of her clients who have used “predictive analytics lite” to capture more business. Samantha adds site surveys to the mix to explain how to tie what a user says to their behavior on your website without compromising their privacy. How do you make all of this work for you? James, a Decision Management consultant and co-author of Smart (Enough) Systems, discusses the business discipline necessary to enable your organization to get the most from predictive analytics.

SOCIAL OPTIMIZATION 4Measure what Matters to your BusinessKatie Delahaye Paine, Owner, KDPaine & Partners

Today, what matters to your business is the relationships you have with your customers, your suppliers, your investors, your partners and your employees. Whether you work for a Fortune 500 international powerhouse or run a local nonprofit, building, managing, and measuring those relationships are fundamental to your success and the success of your organization. Our definitions for success have changed irrevocably in the last few years. Success is longer Reach or Frequency, Impressions or “Hits” — none of those are easy to determine in this new space. Success is no longer how many people you reach, but what those people to do for your organization. In this session, Katie provides concrete methods to measure those formerly “intangibles” in business — engagement, relationships and the impact of social media. She reveals how to establish your personalized engagement gauge and how to define a “kick butt” program.



CONTENT OPTIMIZATION 4Optimizing Content for RevenueStefan Tornquist, VP, Research (US), EconsultancySusan Parker, Director of Business Intelligence, Hearst Newspapers

You hear a lot about content sites optimize for the visitor engagement. Now learn how ad-revenue sites are optimizing their content engagement with respect to revenue. There’s a fine line between customer experience and advertising income and getting the balance just right requires serious computation skills. Our panel explores the trade-offs and the KPI’s they use to determine whether to err on the side of more people coming more often or wringing the advertising value out of each one.

EMETRICS LABS 4

6:00-7:30pm • eMetrics Reception/Web Analytics Wednesday8:30-10:00pm • Emetrics Lobby Bar Party8:30-12:00pm • Conversion Bash

Thursday, October 209:00am-9:50am • Keynote 3How Big Data is Changing the WorldJeff Jonas, Chief Scientist, IBM Entity Analytics Group & IBM Distinguished Engineer

As customer data swells with new touchpoints (web, social, mobile, auto) and is correlated with such disparate datasets as previous sales, the price of gasoline, and the weather, we strive to find the magic in non-obvious relationships. Jeff is interested in real-time “sensemaking” to fundamentally improve enterprise intelligence and make organizations smarter, more efficient and highly competitive. Learn why organizations are getting dumber as systems get faster, what it really takes to improve enterprise prediction and some unexpected lessons from some IBM skunk works efforts.

10:00am-10:30am • Diamond Sponsor

10:20am-11:10am • Break

Exhibit Hall Open 10:00am-4:30pm


CUSTOMER EXPERIENCE OPTIMIZATION 1Driving Profitability in a Multichannel EcosystemRuth Gordon, Head of Targeting, Shop Direct Group

Ruth reveals how UK catalogue retailer Shop Direct Group (annual turnover in excess of $2.4 billion), create a cross-channel customer data hub solution that allowed them to obtain a Single Customer View, that has delivered a step change in the relevancy of customer communication, and business performance. One-to-one customer communication based on individual online and offline activity is now transforming the performance of email, direct marketing and telemarketing campaigns.

ADVERTISING OPTIMIZATION 1Beyond Fundamentals -- Using Behavioral Intent to Drive Consumer ExperiencesRoss Jenkins, Vice President of Analytics, RAPP New York

Understanding the intent behind online behavior is the key to pulling value from your online data. And the ultimate intent (a purchase, an ad impression, a download) signaled by that click or series of clicks can help you vastly improve your online marketing results. A major pharma company is quantifying, measuring, and using behavioral intent as the basis for an entirely new way to digitally market their products through advanced segmentation and targeting. Ross returns by popular demand to provide a case study that shows how you can use your web data to uncover and understand intent, identify underperforming segments, and act on behavioral insights that drive both marketing and business results.

MOBILE OPTIMIZATION 1Mobile Measurement StrategyGreg Dowling, Vice President, Semphonic

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


Session Descriptionsunderstanding your customers mobile usage, determining your product suitability to a mobile offering, defining your business objectives, and evaluating your level of commitment. Greg comes back to eMetrics for the umpteenth time to share his systematic approach to mobile strategy and measurement.

OPTIMIZATION CLINIC 1Making the Most of Marketing DashboardsJennifer Veesenmeyer, COO, Stratigent

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

12:00pm-1:30pm • Lunch/Discussion Topics

1:30pm-2:15pm • Keynote 3Every Day Analytics: Making Leading Edge PervasiveThomas H. Davenport, President’s Distinguished Professor, Babson College, Author, Competing on Analytics: The New Science of Winning

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

2:20pm-3:00pm • Gold Sponsor2:30pm-5:00pm • WAA Certification Exam3:00pm-3:30pm • Break/Exhibits

3:30pm-4:20pm • Delegates may choose to attend any session at this time

CUSTOMER EXPERIENCE OPTIMIZATION 2Promotion Attribution: Everybody’s Doing ItRoy Bielewicz, Director, RosettaDan Rubin, SVP, Analytics, Harte HanksErica St. Angel, Vice President of Marketing, Sonic Foundry (invited)

A 12 year old creative agency, a 28 year old relationship marketing agency and a small B2B company working on a shoestring and are all faced with the same problem: How do you know what combination and sequence of ads, emails, webinars, social media engagement, etc. brings in the most engagement, leads and sales? Roy describes the marketing intelligence they use to help organizations create the ideal marketing channel mix. Dan discusses how engagement modeling can predict direct and indirect sales across various channels based on a customer’s behavior. Finally, Erica shares how a small, dedicated team doubles the number of B2B leads year over year using her measurement punch list and her top 10 ways to avoid the obstacles they encountered.

ADVERTISING OPTIMIZATION 2Working With Panel and Third Party DataPeter Black, SVP Business Development, BPA WorldwideElby Degnan, Digital Strategy Supervisor, Horizon Media

Clickthroughs and pageviews are great, but with digital magazines/newspapers, e-newsletters, mobile apps, social interactivity, third party tracking and panel-based data is becoming more necessary. What would it look like if brand marketers optimized their brand campaigns based on brand metrics instead of clickthrough rates? Peter describes the challenges of verification among multiple digital media channels.

MOBILE OPTIMIZATION 2Was That The Year of Mobile?Moderator: Greg Dowling, Vice President, SemphonicJoseph Stanhope, Senior Analyst, Forrester ResearchChris Johannessen, Digital Marketing Analytics Lead, BarclaycardBrian McNamee, Managing Partner, Resolute Digital

Was 2011 finally the “year of mobile?” Joe, Chris and Brian address that and many other questions about mobile user experience and marketing optimization. When formulating your mobile web strategy, how should you weigh build versus buy, mobile web versus mobile app, smartphone features and privacy issues? Can you even optimize a mobile experience? If so, what are the best tools? Learn how to monetize mobile, what metrics are most important


Session Descriptionsand what obstacles stand in the way of reliable mobile measurement. Our panelists live and breathe mobile every day so they are just the team to educate and inform you about how to effectively measure and drive insights from your mobile channel.

OPTIMIZATION CLINIC 2KPI Clinic, The Doctors Are InJune Li, Founder and Managing Director, ClickInsightStéphane Hamel, Principal, Cardinal PathAngie Brown, Web Analyst, IBM

There’s much talk about KPIs and how they need be relevant to business outcomes, be few in number and drive action. But many people struggle putting the strategy into practice. Submit your KPI’s and your strategy problems and let the Doctors diagnose your situation. Three leading marketing metrics experts will discuss what makes a good KPI and then offer advice, guidance and recommendations. Your KPI’s will be on the examining table if you submit them in advance (by September 30) to [email protected].

3:05pm-3:30pm • BREAK/EXHIBITS


CUSTOMER EXPERIENCE OPTIMIZATION 3Do Not Track and the Future of PrivacyVicky Brock, Co-Founder, Highland Business ResearchJustin Brookman, Director, Consumer Privacy at Center for Democracy & TechnologyJohn McKean, Executive Director, Center for Information Based Competition

This topic is downright incendiary so we’ve brought together a combustible combination of perspectives for an open discussion. Vicky, a Certified Web Analyst with a withering perspective on the legal wrangling going on in the European Union, voices her concerns about the baby being legislated with the bathwater. Justin, Director for CDT’s Project on Consumer Privacy, is an advocate of anonymous web participation and believes offering consumers more privacy choices is a good thing and advocates for substantive and enforceable baseline legal protections. Throwing a curve ball into the whole proceeding, John foresees a future where consumers are in total control of their own data - and he’s starting to make it happen in conjunction with some of the world’s largest companies. Find out what the laws look like, what the ethical considerations are and what the future holds.

ADVERTISING OPTIMIZATION 3Optimizing Spend Across Online and Offline ChannelsJorge Ruiz, Partner, Director of Media Analytics, NY, Ogilvy Alexei Milgram, Director, Insights & Analytics, MediacomSarah Searls, Senior Director, Performance Analytics, Choice Hotels International

Analytics professionals from disparate parts of the world’s largest ad agency and one from a hotel chain with more than 6,000 properties share insights about benchmarking and the subtle interplay between display, search, social, print, broadcast and whatever other channels have been invented between the time this was written and the time they appear on stage. Alexei delves into developing holistic customer measurement and proposes new ways of generating 1+1=3 impacts. Sarah describes her challenge of trying to measure incremental ROI from multiple channels while dealing with limited offline data, too much online data, over and understated click-through, view through and re-targeting data. She shares how she met and overcame those challenges with different analytical techniques to achieve an apples-to-apples evaluation of incremental ROI across offline and online channels.

MOBILE OPTIMIZATION 3Holistic Measurement of Mobile PerformancesLaurie Kuhn, Manager, Digital Analytics, Samsung Electronics America

The rapid adoption of smartphones is driving expansion of the mobile device user experience. Laurie details Samsung’s mobile strategy supporting the recent launch and optimization of their mobile web site describing their measurement of consumer behavior, attitudinal insights and competitive data. Laurie presents a comprehensive view of Samsung mobile web strategy, implementation and performance and optimization, detailing how they gain insight into mobile web user behavior, drive site improvements and determine which campaigns are paying off.

OPTIMIZATION CLINIC 310 Techniques in 50 Minutes Clinic - Using Web Analytics to inform Website RedesignsMark Ryan, VP of Client Services, and COO, ExtractableThis session reveals how organizations are using web analytics and digital research tools to significantly improve in-site conversion using quick redesigns. Recent changes to the sites of SanDisk, Charles Schwab, and TRUSTe illustrate effective techniques for advancing information


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

5:15pm-6:00pm • Keynote 4Managing Marketing Metrics at eBayBob Page, VP Analytics, eBay

What does it mean and what does it take to become data-driven? Processes, people, tools? A successful analytics program requires more than asking what happened, but also why, and what to do about it. Bob provides a peek inside the world’s largest online marketplace for how big data is managed. He delivers some of the insights uncovered, lessons learned, and some thoughts on what lies ahead, both for eBay and the analytics industry. Bob’s 15 years experience and full understanding of the power of data will help you better understand the impact that analytics could have on the success of your business.

Friday, October 219:00am-9:50 am • Keynote 5Your Mileage May Vary - Nissan LEAF’s Data-Driven Customer JourneyJim Sterne, Founder, eMetrics Marketing Optimization SummitShaina Boone, Vice President of Marketing Science, Critical MassErich Marx, Director, Website and Social Media Marketing, Nissan LEAF

Navigating an industry-innovating product launch is always a challenge. Doing it in a socially connected world means wholeheartedly trusting your measurement program to make the decisions. Jim (the customer), Shaina (the agency) and Erich (the manufacturer) walk through the data fueled marketing communication messaging that lead to sale of a 100% electric LEAF. Learn how Nissan sold out three months ahead of schedule through a compulsive attention to market response and how your brand can focus on key data points to make nimble, campaign-altering decisions through a careful balance between digital and offline media at different points along the Customer Journey.

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

10:00am-10:55 am • Keynote 6Mix Masters - Attribution in a Multi-Touch WorldGregory Nathan, VP Marketing Effectiveness, Customer Knowledge Center, Fidelity InvestmentsHeath Podvesker, SVP, Managing Director, MarketShare

Navigating an industry-innovating product launch is always a challenge. Doing it in a socially connected world means wholeheartedly trusting your measurement program to make the decisions. Jim (the customer), Shaina (the agency) and Erich (the manufacturer) walk through the data fueled marketing communication messaging that lead to sale of a 100% electric LEAF. Learn how Nissan sold out three months ahead of schedule through a compulsive attention to market response and how your brand can focus on key data points to make nimble, campaign-altering decisions through a careful balance between digital and offline media at different points along the Customer Journey.

10:55am-11:15am • Break


DEEP DATA DIVING 1Predicting the Future Dean Abbott, Founder and President, Abbott Analytics

Did you know there is an industry standard data mining process? A best practice for reviewing a problem description from a business perspective? How to perform a data audit? Dean provides an introduction into the fine art of predictive analytics. Learn which predictive modeling methods to use in which instances, how to create and test a forecast and strategies for real-world model deployment. Dean delivers the principles of predictive analytics and helps you understand how to apply the tools and techniques to your business case.

SEARCH OPTIMIZATION 1Step away from your dashboard! Barbara Coll, WebMama.com Inc.Dana Todd, VP Performance Innovation

If your own dashboard is the sole source of data you use to make decisions and find insights, this leads to circular and myopic speculations and conclusions about your online businesses and demand marketing. A bold statement? You bet! Barbara Coll and Dana Todd, two pioneers of search and the web marketing world, will discuss where to look


for information to expand your perspective, inform your attribution analysis, and ultimately help you provide better recommendations to your organization.

METRICS MANAGEMENT 1Measuring Your Organization’s Web Analytics MaturityStéphane Hamel, Principal, Immeria

Back by popular demand, Stéphane steps back from traditional web analytics tactics and looks at the key drivers of successful analytics practices. From the essence of analytics (driving business success) to the most optimal and realistic approach to web analytics, Stéphane presents the Online Analytics Maturity Model – a holistic approach being adopted by practitioners, consultants and vendors worldwide as an effective approach to optimizing your online marketing optimization practices.

IN A CLASS BY ITSELF 1Why Critical Thinking Is More Important Than Any Web Analytics ToolApril Wilson, Vice President, Strategic Business Analysis, Targetbase

Stop obsessing over what data to gather and how to gather it. Stop focusing on tools, technology, and processes over people. Today, the analytic mind is the most powerful tool of them all and you already have access to all the data you need on any given subject. There is no longer any excuse to shy away from experimentation, given the free access to multiple social, competitive, and search data sources. April will showcase a case study that applies innovative thinking to a common question: Am I better than my competitors?

12:10pm-1:10pm • Lunch/Roundtable Discussions


DEEP DATA DIVING 2A Few of My Favorite Tools Feras Alhlou, President, E-NorSamantha Bedford, Senior Vice President, Account Services, Location 3Thomas Bosilevac, CEO, Founder, Mashable Metrics

Consultants are tool agnostic, right? Well... they make no money selling tools, but they certainly have their favorites and they know how to use them. Feras waxes rhapsodic

about his favorite tool for integration with Thomas right behind to compare and contrast his favorite. Thomas then brings out the eye candy with ways to visualize your data to present your recommendations. Finally, Samantha discusses the differences between four heat mapping providers: AttentionWizard, Crazy Egg, ClickTale and Google In-page Analytics using an in-depth case study.

SEARCH OPTIMIZATION 2New Paradigms for SEO Performance MeasurementRich Devine, Director of Media Services, ZAAZ‘Where are we ranked’ is no longer a relevant question. Universal search, personalized search, mobile search, local search, and social media have changed the experience and results sets for search engines. So the relevant questions are now ‘where’ are we ranked in terms of locale? With whom do we rank? Which of our digital assets are ranking? On what devices are we ranking? How is social impacting my rank success? Rich looks at measuring search and discovery performance rather than search ‘engine’ performance, recognizing the journey from stationary device to mobile device and building measurement segments that offer actionable insight from social, local, and hyper-local data points.

METRICS MANAGEMENT 2Turning Executives into Analysis BelieversAndrea Bertone, VP, Online Marketing, Interactive Web SystemsJim Cain, Founder and President, NapkynBobby Hewitt, President, Creative ThirstEdmund Mackey, Director, Digital Strategy & Marketing, ServiceMaster

How do you get your friendly neighborhood execs to use your analysis to support their intuition? Corporate analysts and consultants alike must continually show value and get buy in from senior executives. This panel includes two of each to discuss how an analyst can sell value upstairs and be a catalyst for change in a real time, web analytics, data and testing driven world. What’s the goal? To create a fluid corporate culture that embraces experimentation and optimizes sales strategy, internal communication, marketing and more. Come learn a systematic, disciplined approach to move beyond web analytics to extract true business value; strategies that are working today for both a small startup and a Fortune 50 corporation, and how you can apply them to help your corporate culture embrace marketing experimentation and thrive.




IN A CLASS BY ITSELF 2Government & Non-Ecommerce MetricsAlex Langshur, Senior Partner, Cardinal Path

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


DEEP DATA DIVING 3Communicating Data to Designers Christopher Berry, VP Measurement Science, SyncapsePatrick Glinski, Head of Social Innovation, Idea Couture

How can data miners communicate more effectively? What is it like to be a designer on the receiving end of a data dump and having to make sense of it? Christopher and Patrick deliver a talkshop session in design to help create communication empathy. See novel communications formats from around the world in this hands-on session and pick up the three heuristics that make you more effective as a data driven and design communicator. Design a new mechanism for communicating information to internal consumers in this team exercise. Be prepared for a high-energy, high retention experience.

SEARCH OPTIMIZATION 3The Future of SearchMike Grehan, VP, Global Content, incisivemedia

It’s the end of search as we know it and Mike is here to spell out what happens next. On the leading edge of the online search market since its start, Mike is provocative. Mike is funny. Mike is passionate. Mike knows how the search engines work from the inside. Mike shares what he sees in his crystal ball.

METRICS MANAGEMENT 3Analytics Career DevelopmentMichele Hinojosa, Director, Digital Analytics, Red Door InteractiveShari Cleary, VP of Digital Media Research, Entertainment & Games, MTV NetworksNancy S. Koons, Web Analyst, Vail ResortsMatthew Gellis, Founder & CEO, Keystone Solutions

Looking to grow your web analytics or online marketing career? This panel draws together perspectives from large and small, agency and consultancy analytics teams to discuss the opportunities and challenges in digital measurement career development. Michele, Shari, Nancy and Matthew deliver insight into team structure and hierarchy, responsibilities in growing to the next level, skills to develop to gain career advantage and advice for how to find your next great opportunity. Making a career of it? Look no further.



IN A CLASS BY ITSELF 2Drinking The Kool-Aid: A 3-Year Longitudinal Analysis of eMetricsEric Feinberg, Industry Director, Content, Media & Entertainment, ForeSee ResultsCaleb Whitmore, Principal Consultant & CEO, Analytics ProsRachel Klooz, Bizo

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

3:00pm-4:00pm • Keynote 7The Wharton Customer Analytics Initiative: Overview and Case Study Peter Fader, Frances and Pei-Yuan Chia Professor of Marketing, Wharton School of the University of Pennsylvania

Professor Fader is a highly regarded researcher focusing on repeat purchasing and other customer behavior patterns. In addition to his own work, he “spreads the gospel” via the WCAI, which uses an innovative crowdsourcing process to develop new statistical methods and apply them across a wide range of industries. In this closing session, Prof. Fader illustrates a remarkably simple but powerful model to predict future repeat purchasing patterns in a standard spreadsheet environment. The particular focus here is on non-profits trying to project donations, but it’s broadly applicable to many other B2B and B2C companies as well. Beyond the performance of the model, this talk also offers useful insights about data management and managerial diagnostics for model assessment.


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

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

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

Joe MegibowVP, Global Analytics and Optimization, Expedia

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

In his role, Joe deploys leading edge site conversion measurement and site optimization techniques, and oversees marketing, site, and customer analytics for all Expedia.com worldwide points of sale. He joined the Expedia, Inc. family in 2006, heading up Online Marketing and Customer Experience for hotels.com. 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 earned a bachelor’s degree in electrical engineering from Cornell University and an MBA from the University of Chicago.

Keynote: Managing Marketing Metrics at Expedia

Geoff RamsayCo-founder, CEO, eMarketer

Geoff Ramsay is one of the most exciting visionaries in digital marketing today. In his role as CEO and co-founder of eMarketer, Geoff is not only on the cutting edge of new research trends and best practices, he offers a rich understanding and big-picture perspective of the digital age and its impact on marketing and media.

Geoff leads eMarketer on its mission to provide objective intelligence and insights for marketers, publishers, agencies and others in the online marketing ecosystem, to help them make sense of the numbers and trends.

A highly regarded speaker with an engaging presentation style, Geoff keynotes at major industry events around the globe, including the American Association of Advertising Agencies (4A’s), Association of National Advertisers (ANA), Direct Marketing Association (DMA), Interactive Advertising Bureau (IAB), The Conference Board, and the Economist Conferences, as well as at Fortune 100 corporations including Google, Yahoo! and Visa. He is frequently quoted in The Wall Street Journal, Forbes, BusinessWeek and Advertising Age.

Geoff’s book, Digital Impact: The Two Secrets to Online Marketing Success (Wiley, 2011), co-authored with Vipin Mayar, EVP of McCann Worldwide, has earned critical praise from industry leaders.

In 2011, Geoff received the ad:tech Industry Achievement Award, which honors individuals in the digital marketing space who have demonstrated consistent outstanding service, generated breakthrough ideas and fostered industry growth.

Prior to founding eMarketer, Geoff worked at several large New York ad agencies, including TBWA and Ogilvy & Mather, where he ran multinational accounts for brands including Procter & Gamble, Kraft Foods, M&M Mars and AT&T.

Keynote Bios


He is married with four children living in Bergen County, New Jersey.

Keynote: Digital Impact: The Two Secrets to Online Marketing Success

Jeff Jonas, IBM, Chief Scientist, Entity Analytics Group and IBM Distinguished Engineer Futurist and Author

Jeff Jonas is chief scientist of the IBM Entity Analytics group and an IBM Distinguished Engineer. The IBM Entity Analytics group was formed based on technologies developed by Systems Research & Development (SRD), founded by Jonas in 1984 and acquired by IBM in January 2005. Jonas’s innovations have received wide coverage ranging from the Wall Street Journal, The Washington Post, and Fortune Magazine to MSNBC. Known for his dynamic speaking style, Jonas frequently travels the world discussing innovation, national security and privacy with government leaders, industry executives, leading global think tanks, privacy advocacy groups, and policy research organizations, including the Center for Democracy and Technology, Heritage Foundation and the Markle Foundation. He is also a senior associate at the Center for Strategic and International Studies. Jonas periodically testifies on privacy and counterterrorism in such venues as the White House before the President’s Privacy and Civil Liberties Oversight Board, the Department of Homeland Security’s Data Privacy and Integrity Advisory Committee, and other federally convened commissions.

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

Bob Page VP Analytics, eBay

As eBay’s vice president of Data & Analytics Platform, Bob Page brings more than 15 years of passion for analysis to the world’s largest online marketplace. Bob leads eBay’s data and analytics infrastructure, and is responsible for the strategy and policies that power data-driven decisions. From data warehouse and business intelligence solutions to advanced analytics and custom insights, Bob delivers solutions for 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 responsibilities. He has been active in analytics since 1996, when he was co-founder, CTO and VP of Product Development for Accrue Software, a provider of large-scale web analytics. 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: Managing Marketing Metrics at eBay

Shaina Boone Vice President, Marketing Science, Critical Mass

Closing in on her fifth year at Critical Mass, Shaina Boone’s duties as VP of Marketing Science include business development, department management, and measurement program development, cross agency collaboration, measurement strategy and team over site for Fortune 50+ companies. She is also responsible for marketing mix strategy/analysis, neuromarketing, RFM/ROI, social, strategy and measurement program development for companies such as Nissan, Infiniti, HP, Humana, SUPERVALU, Pampers, Moen, adidas, Clorox, Rolex, and the Las Vegas Convention & Visitors Authority. Shaina is a WAA member and has taken one course in the UC Irvine Web Intelligence program and completed the UBC Award of Achievement in Web Analytics program.

Keynote: Your Mileage May Vary - Nissan LEAF’s Data-Driven Customer Journey

Erich Marx Director, Website and Social Media Marketing, Nissan

In his role at Nissan North America, Erich Marx is responsible for the strategy, planning and execution of the Nissanusa.com website, as well as all social media marketing and PR for the Nissan Division. In this leadership role, he guides Nissan online messaging and brand stewardship through customer-facing and press-facing channels. He’s been with Nissan for 20 years, working in a variety of disciplines including Sales, Marketing, Distribution and Research

Keynote Bios


Keynote Bios

Mr. Marx received his B.A. From Occidental College in Los Angeles, California and earned his MBA from the University of Michigan at Ann Arbor.


Jim Sterne Founder, eMetrics Marketing Optimization Summit

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


Gregory NathanVP Marketing Effectiveness, Customer Knowledge Center, Fidelity Investments

Gregg Nathan is Vice President, Marketing Effectiveness, Customer Knowledge Center at Fidelity Investments. As an innovative, versatile business leader with a rich mixture of experience throughout a 15 year career, Gregg leads a global team responsible for helping Fidelity maximize its promotional investments across broad based media, online marketing and targeted 1:1 efforts through the use of marketing analytics and experimental design.

Gregg is known for his strong analytical and communication skills with exceptional ability to present complex information in a succinct, comprehensive and compelling manner to help drive analytics into marketing and advertising decisions.

Prior to his current role, at Fidelity, Gregg was Director, India Business Management where he helped grow the Customer Knowledge Center’s analytic organization to India. He also led Fidelity’s Acquisition direct marketing program when he first joined the firm in 2005.

Gregg spent the first 9 years of his career in database

marketing and analytics for Grand Circle Travel and Aramark Uniform and Career Apparel. He holds a B.S. in Mathematics from Union College, and an MBA from Bentley University.

Heath Podvesker SVP, Managing Director, MarketShare

Heath Podvesker is Senior Vice President and Managing Director of MarketShare. Heath brings over a 15 years of relevant experience creating and managing integrated, multi-channel marketing solutions. He is a proven leader with analytics and its integration with the marketing and advertising process.

Before joining MarketShare, Heath was VP of Client Services at [x+1], a firm focused on optimization sales conversions and online marketing strategies. There, he was responsible for managing multiple client relationships from strategy through development.

Heath was formerly Vice President, Planning Director at Wunderman, developing global relationship management strategies for accounts, including Microsoft.A frequent industry speaker, Heath recently spoke at iMedia’s Brand Summit and was a panel speaker at Google’s Future: Direct conference. He has a BA in English from Drew University.

Peter FaderFrances and Pei-Yuan Chia Professor of Marketing, Wharton School of the University of Pennsylvania

Peter S. Fader is the Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania. His expertise centers around the analysis of behavioral data to understand and forecast customer shopping/purchasing activities. He works with firms from a wide range of industries, such as consumer packaged goods, interactive media, financial services, retailing, and pharmaceuticals. Managerial applications focus on topics such as customer relationship management, lifetime value of the customer, and sales forecasting for new products. Much of his research highlights the consistent (but often surprising) behavioral patterns that exist across these industries and other seemingly different domains.


Keynote Bios

Many of these cross-industry experiences have led to the development of the Wharton Customer Analytics Initiative, a new research center that serves as a “matchmaker” between leading-edge academic researchers and top companies that depend on granular, customer-level data for key strategic decisions.

Professor Fader believes that marketing should not be viewed as a “soft” discipline, and he frequently works with different companies and industry associations to improve managerial perspectives in this regard. His work has been published in (and he serves on the editorial boards of) a number of leading journals in marketing, statistics, and the management sciences. He has won many awards for his teaching and research accomplishments.


Registration

Summit Options Early Bird Regular Price On-site (SEP 2) (OCT 14)

eMetrics All Access Pass * $3,300 $3,500 $3,700October 17- 21Full access to 3 day eMetrics Marketing Optimization Summit, eMetrics Workshops**, Exhibit Hall and all networking activities

3 Day eMetrics Summit / 2 Day $2,300 $2,500 $2,700 Conversion Conference Combo Pass*

3 Day eMetrics / 2 Day Predictive $2,350 $2,550 $2,750 Analytics World Combo Pass

Three Day eMetrics Marketing Optimization Summit * $2,100 $2,300 $2,500October 19 - 21

One Day eMetrics Marketing Optimization Summit * $850 $900 $1,000October 19, 20 or 21

Social Networking Pass $150 $150 $150October 19, 20 or 21(Access to Exhibit Hall and Keynotes Only)

Social Networking Pass $25 $25 $45*15% Discount for Members of the Web Analytics Association (Use Promo Code: WAADiscount) and 50% discount for Government and Non-Profit employees.

Pre-conference Workshops | WAA Base Camp™ Workshops

Workshop Options Early Bird Regular Price On-site (SEP 2) (OCT 14)

Introduction to Web Analytics 101 ** $850 $900 $1,000(Monday October 17, 9am to 4:30pm)

Applying Web Analytics 102 ** $850 $900 $1,000(Tuesday October 18, 9am to 5pm)

*15% Discount for Members of the Web Analytics Association (Use Promo Code: WAADiscount)**20% Discount for Members of the Web Analytics Association (Use Promo Code: WAADiscount) and 50% discount for Government and Non-Profit employees.

Pre-Conference Workshops

Workshop Options Early Bird Regular Price On-site (SEP 2) (OCT 14)

Roadmap to Online Analytics Success * $850 $900 $1,000(Tuesday October 18, 9am to 4:30pm)

Pimp Your Reports: Dashboards & Executive Reports * $850 $900 $1,000(Tuesday October 18, 9am to 4:00pm) *15% Discount for Members of the Web Analytics Association (Use Promo Code: WAADiscount) .

Bring the Team Offer:Each additional attendee from the same company registered at the same time receives an extra $200 off.

Inquiries: [email protected] or (717) 798-3495


Hotel/Venue

Hotel/Venue

Hotel Rooms and Location:

1335 Avenue of the AmericasNew York, New YorkUSA 10019Tel: +1-212-586-7000Fax: +1-212-315-1374Maps & Directions

There are a limited number of rooms being held at the Hilton New York for $369 a night for a Double or a King Bed for the nights of October 15th - October 23rd. To guarantee the group rate and availability, reservations must be completed by September 16th. Reservations can be made by calling the Hilton directly at 1-212-586-7000 and reference Data Driven Business Week

Hotel Highlights

Discover Our Extraordinary New York City Hotel

See New York from a fresh new perspective at the exception-al Hilton New York hotel in Manhattan. Find a quiet respite from the city that never sleeps in our spacious and modern guest rooms and suites. Step outside our exquisite Midtown New York, NY hotel and find yourself within blocks of Central Park, Times Square, the Theatre district, 5th Avenue shopping, MOMA and so much more.Hilton New York, New York hotel, the best of the best:

17 miles from JFK Airport 0.5 miles from MOMA 0.5 miles from Central Park 1.4 miles from 5th Avenue shopping 0.5 miles from the Theatre district 0.5 miles to Times Square

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