eMetrics Industry Insights Day Agenda

How Integrated is Marketing Measurement?

Pat LaPointe, MarketingNPV

Pat and his team have been studying, writing and consulting about marketing metrics and analytics for over 40 dog-years. MarketingNPV has even published its own journal covering an overwhelming breadth of subject matter. Pat starts out the day with a concise overview of strong practices in marketing metrics by leading corporations including the state of the art in calculating marketing success attribution and online/offline integration.

Making Insights Actionable

Bob Page, Yahoo

Back by popular demand, Bob shares his perspective as a leader of the team that makes the tools that slices and dices the petabytes of data Yahoo! collects every day. He’ll also go deeper on the surprise revelation from the San Francisco eMetrics Industry Insights Day: The Yahoo! Insights Portal. Behind the firewall, Yahoo!’s analysts have found a way to disseminate all of those interesting correlations that tend to get discussed over lunch but not captured. How do they decide what’s worth posting? How do they notify their colleagues? How do they measure whether the effort is paying off?

Email Marketing Over the Horizon

Joel Book, Exact Target

Joel knows email marketing backwards and forwards and has the inside scoop on how his clients are getting the maximum lift from measuring what they’re mailing. Joel will walk us through the doable, the possible and the probable with a side trip or two to the potential. Want to know what email marketing looks like in two to five years? Joel will reveal almost all — otherwise, we’d all need non-disclosure agreements.

Video Metrics — The Next Step

Matt Cutler, Visible Measures

Measuring video reach and virality is old hat. How many saw your YouTube upload? How many embedded a link on their blog? How many times did it play? Elderly fedora. We now have the means of measuring which parts of a particular video attracted the most attention. Where did people rewind to review? When did they start hitting the pause, stop or Back button? Matt, who was an instrumental part of the birth of web analytics, describes what his clients have learned and what they are on the verge of learning. Multivariate video testing anybody?

Not Your Grandfathers Multivariable Testing

Mark Wachen, Interwoven Optimost

You don’t need multivariate testing explained so Mark won’t bother. What you need to know is what types of tests and technologies his leading-edge customers are using as part of their optimization efforts. Mark will provide brief case studies on two companies that have been using multivariable testing for several years — companies that get it and are taking it further. Mark will map out the evolutionary path that companies are going to go through in making optimization an integral part of all of their online activities and where the technologies will lead us.

Word from the Top — A CMO Perspective

Liz Miller, CMO Council

Having heard from a number of tools vendors about modern marketing managers’ capacity for making the most of the tools on offer, it’s time to hear from the marketers themselves. But rather than a litany of resource limitation laments from managers, we’re going right to the top, as channeled by someone who has been listening to CMO’s for 12 years. Liz will disclose the sophistication level of those organizations that never present in public. The ones with a serious concern over their competitive edge. Liz will discuss the dilemmas of aggregate CMOs so you can see where your organization falls along the spectrum of the best and brightest.

Let’s Do The Numbers — The Technicians and the Tools

John Bennett, Ascentium & Stéphane Hamel, Immeria.net

John and Stéphane bring us the numbers. John has been interviewing web analysts and will report on just how common A/B testing really is. The future looks bright, but what’s the current reality?

Next, Stéphane returns by popular demand to report on which web analytics tools are in use by websites visited by web analysts. Stéphane has been collecting javascript identifiers from millions of pages visited by hundreds of web analysts who have downloaded his WASP plug-in. The early results delivered in May in San Francisco were indicative. This time, they will be significant.

Reality Check - Objects in Mirror are Further Than They Appear

Bill Gassman, Gartner

Bill has been covering the Web analytics market at Gartner for over 11 years and has spoken with thousands of Global 2000 enterprises about product selection and best practices. He sees analytics being embedded in content management systems, social network analysis features embedded within collaboration tools and a need for cross channel (IVR/Call center/etc) analytics. In light of applications development shifting to off-premises software stacks, Bill's look over the horizon reveals a world of new stovepipes and continued chaos unless industry wrestles with enterprise architecture to build a framework and vendors step forward to seize the integration opportunity. He'll describe how the market players and roles will change over the next few years, motivated by changes in how applications are built, content is managed and relationships with customers are nurtured.

Yes, They Can Read Your Mind - beyond quantitative and qualitative data

René Dechamps Otamendi, OX2 & Joseph Carrabis, Next Stage Evolution

After careful review of NextStage Evolution's mind-reading solutions, René is now able to explain it to the rest of us. Together, René and Joseph will spell out this disruptive technology and how to use it to increase the effectiveness of websites by carefully blending neuro marketing, linguistics, psychology and anthropology. Jim Sterne says this nascent yet powerful field of research is one to watch.

Wrap-Up

Jim Sterne, Target Marketing

What does it all mean? How does it all fit together?