Agenda: eMetrics Marketing Optimization Summit
Sessions, Meetings and Workshops

Stockholm Sweden, 12-13 October 2009

Schedule at a Glance | Full Agenda

Monday, 12th October

8:00 - 9:00 - Registration and Continental Breakfast

Exhibition Hall

9:00 - 10:00 - Keynote

Room: Congress Hall A

A Time to Shine

Jim Sterne, eMetrics Marketing Optimization Summit

When budgets get cut, each dollar, euro or krone has to go further and work harder. Most often considered a cost center, the stars are now aligned to turn Marketing into the department that can save the company, save the jobs and turn the economy around. The numbers are no longer just about advertising and conversion, promotions and lead generation or individual campaign optimisation. The analysis is now about what customers want, how they respond, and what they will buy. This year, the marketing department can deliver on the promise of performance management. This year, marketing analysts can deliver actionable insights that lead to higher profits, lower costs and improved customer satisfaction. This year, marketing gets down to business. Jim Sterne, fifteen year veteran of online marketing strategy, opens the eMetrics Marketing Optimization Summit with a salute to data analysis and a solid game plan for how to deliver on the marketing metrics promise.

10:00 - 10:30 - Coffee Break

Exhibition Hall

10:30 - 11:15

Room: Congress Hall A

From Local to Global Sales - OR - Why an Online Sales Strategy Can Only Be Good for 6 Months

Andreas Pettersson, Scandinavian Airlines System

Moderator: Jim Sterne, eMetrics Marketing Optimization Summit

In May 2009 SAS executed a centralization process throughout the whole organization. The new central ecommerce department went from support organization to a sales organization. The new organization is more streamlined and efficient ready to take advantage of all synergies and scalability the online sales channels offer. The next step for ecommerce in SAS is to implement and execute an online strategy that has been developed during the summer. In his presentation Andreas will explain how and with which supporting data and analysis SAS came up with their new strategy, why the online strategy roadmap is only valid for 6 month and which KPIs needed measure success of the strategy.

11:15 - 12:15

Room: Congress Hall A

Web Analytics Roundtable

European Experts discuss questions such as:

Automated versus manual optimization – perfect combination or mutually exclusive?
Data Integration – the everlasting challenge?
Mobile, Widgets and Web 3.0 - what really matters?

Oliver Schiffers, Sapient

Benjamin Marc Saarde, Creuna

Lars Johansson, International Internet Marketing Association

Aurélie Pols, Web Analytics Demystified

Petri Mertanen, Naviatech Solutions Oy

Moderator: Jim Sterne, eMetrics Marketing Optimization Summit

12:15 - 13:45 - Lunch Break

Dine with your peers by subject-matter. The dining room will be segmented into the topics with the discussion to be self organized and filled with user generated content. Bring a notebook!

The following topics will be discussed:

Acquisition
Conversion
Retention
Search Analytics
Landing Page Optimization

13:45 - 14:30

Delegates may choose to attend either session at this time:

Room: Congress Hall A

Panel 1 - Improving Traffic Quality - Not Volume: Case Study Telia

Many companies are currently experiencing a diminishing return on their investment in Google AdWords due to an increase in both the number of competitors and cost of AdWords. The pattern is however that these companies are far from utilizing the full scope of options that Web Analytics offers to develop AdWords full potential. As a result they often spend valuable marketing budget attracting the wrong type of visitors – Visitors that will NEVER convert - no matter how amazing your website is. In this session you will learn how Telia doubled their sales from AdWords without increasing the cost by leveraging the full scope of web analytics to gain the benefits of real insight into customer behavior patterns in relation to Google AdWords.

Anders Bach Waagstein, Online Project Manager, Telia Broadband

Steen Rasmussen, Senior Partner, IIH Nordic

Moderator: Jim Sterne, eMetrics Marketing Optimization Summit

Panel 2 - eMetrics Labs

Room 202

Landing Optimisation and Conversion - PART 1

Lars Johansson, International Internet Marketing Association

The pressure is on: Companies realize how hard it is to get more and more traffic and acquisition costs keep increasing. Convincing visitors to take the intended actions is the prime goal of a landing page. And the conversion rate of the landing page is already in the spotlight because even the smallest change can have dramatic effects - positively as well as negatively. A/B or Multivariate Tests are the new technical sweetheart but where should you start? What exactly should you test?How can you gain the necessary internal support for your test projects? How can you maximize your test ROI? And once the landing page optimisation in combination with web analytics becomes a given how can you change the company culture from “We are always right” to “We are always testing”?

14:30 - 15:15

Delegates may choose to attend either session at this time:

Panel 1 - eMetrics Testing Clinic with Eric T. Peterson

Room: Congress Hall A

Eric Peterson, Web Analytics Demystified

Moderator: Jim Sterne, eMetrics Marketing Optimization Summit

Attend the eMetrics Testing Clinic, bring your organizational and systemic testing issues. Eric T. Peterson himself will give you real-time, straight forward, best practices advice on how to conquer the testing demons and how to have the right tool in the right hands with the right plan.

Panel 2 - eMetrics Labs

Landing Optimisation and Conversion - PART 2

Room 202

See session description above.

15:15 - 15:45 - Coffee Break

Exhibition Hall

15:45 - 16:30

Delegates may choose to attend either session at this time:

Panel 1 - From Acquisition and Conversion to Strategic Decision Making

Room: Congress Hall A

Lasse Leponiemi, Opiskelupaikka
Petri Mertanen, Naviatech Solutions Oy

Moderator: Jim Sterne, eMetrics Marketing Optimization Summit

Founded in 1975 Valmennuskeskus is the oldest and biggest university training company in Finland. Lasse Leponiemi, responsible for Web Analytics at Valmennuskeskus and Petri Mertanen, Chairman of the WAA Finland, will share in their presentation how online registrations, conversation rates and online customer experience were increased dramatically. You will hear how setting up clear "online goals" led to using analytics for planning marketing and new business openings as well as the challenges such as making results measurable and communicate how to adapt the benefits of the web project to different focus groups.

Panel 2 - Show me the Money: Monetization of Online Activities

Room 202

Aurélie Pols, Web Analytics Demystified

For many businesses, the only "action" that matters is driving revenue into the company and profit to the bottom line. Web analytics can have a significant impact on monetization of online initiatives. Instead of trying to guess how valuable a change to the site will be, monetization models show you exactly what will happen. When someone in the organization says "show me the money!" you`ll have the data you need. In this workshop you will learn the basics about monetization models and how you can make them work for your company.

16:30 - 17:30 - Vendor Roundtable

Room: Congress Hall A

17:30 - 19:00 - Networking Reception

Exhibition Hall

Tuesday, 13th October

8:00 - 9:00 - Registration and Continental Breakfast

Exhibition Hall

9:00 - 10:00 - Keynote

Room: Congress Hall A

Competing on Web Analytics

Eric Peterson, Web Analytics Demystified

Moderator: Jim Sterne, eMetrics Marketing Optimization Summit

A few years ago companies created a competitive advantage simply by being online and having a presence in the digital realm. Unfortunately, the first-mover advantage has largely evaporated in most sectors, forcing companies to look elsewhere for strategies to make better decisions and maximize the value of the online channel. In 2007, in the best-selling Competing on Analytics: The New Science of Winning, Tom Davenport and Jeanne Harris described how leading organizations used analytics to trump their rivals. Now, in 2008, Eric T. Peterson of Web Analytics Demystified is extending Tom and Jeanne's work into the online channel with his groundbreaking presentation, Competing on Web Analytics. Based on a combination of his 2005 JupiterResearch report Web Analytics: Framework for Using Data to Drive Business Success, his strategic consulting practice, and over a decade of work in the digital measurement industry, Mr. Peterson will outline how people, process, and technology should be leveraged to create a competitive advantage in the increasingly fragmented online world.

If you've ever struggled with your digital measurement efforts, either because you didn't trust the data, didn't understand the data, couldn't get the data you actually needed, or couldn't use the data you had been given, come see Competing on Web Analytics. You'll learn how you can transform your current use of web analytics data by creating a digital measurement roadmap, you'll hear first-hand about the successes your peers and competitors are already reporting, and you'll gain valuable insights into how to deploy the best technology, hire the best people, and create the best business processes designed to improve your ability to compete in the online channel.

10:00 - 10:30 - Coffee Break

Exhibition Hall

10.30 - 11.15 - Casestudy

Room: Congress Hall A

Using Emetrics to Define and Customize the Right Ecommerce Platform

Per Strid, InkClub

Moderator: Jim Sterne, eMetrics Marketing Optimization Summit

This presentation examines how close analysis of visitor behavior data helps pinpoint the reasons behind a successful online shop versus one that falls short of expectations. In opposition to the one-size-fits-all ecommerce platform, etail sites must customize themselves to the product being offered, and tightly incorporate interactive marketing accordingly. Products that are very differentiated and diversified demand a customized ecommerce platform and marketing campaign, tailored to audiences of one and web analytics can lead the way in developing this platform. In addition, the speaker will discuss the importance of organic search engine optimisation in this process, and how it should fit within the customized marketing mix.

11:15 - 12:15 - Roundtable Discussion

Room: Congress Hall A

Moving up the Maturity Model

Web analytics and marketing optimisation follow a common path at each organisation. How far along is your organisation and what positive steps can you take to get to the next level?

Reporting
We have weekly or monthly reports indicating the number of people who see our site, the amount of time they spend there, the number of pages they see. We keep an eye out for changes that indicate problems with our website.

Benchmarking
We use our reports to watch trends over time and to compare the progress of different content areas within our company. When we are able to find figures about other companies, we compare our numbers to see if we are within an acceptable range for our industry.

Site Optimisation
We focus on specific visitor activities and test alternatives to see what works better. We engage in A/B split testing and multivariate testing in a program of continuous, incremental improvements.

Dynamic Promotions
We serve unique content to each visitor who exhibits specific behaviour in order to automate our marketing. We are correlating visitor source (search, banner, link, etc.) with onsite behaviour (content of interest, recency and frequency) as well as past purchases to inform our dynamic content servers.

Hearts and Minds
We consider how behaviour on our website might indicate changes in consumer attitude. We watch for signs of messaging fatigue, customer segmentation shifts and the impact of competitive promotions on our target audience. We use behaviour on our website to reveal the impact of our offline marketing expenditures.

12:15 - 13:45 - Lunch Break

Dine with your peers by subject-matter. The dining room will be segmented into the topics with the discussion to be self organized and filled with user generated content. Bring a notebook!

The following topics will be discussed:

Acquisition
Conversion
Retention
Search Analytics
Landing Page Optimization

13:45 - 14:30 - Case Study

Room: Congress Hall A

Online Marketing in an extremely competitive environment: Accountability is Key

Lasse Rubin Skov, Channel Manager, Canal Digital Web

Moderator: Jim Sterne, eMetrics Marketing Optimization Summit

The competition of customer acquisition in the market of Digital- and Satellite TV has never been tougher. Canal Digital’s success is dependent on how well they understand the needs of the consumers and how well they manage to translate this insight into effective campaigns which attracts and retains customers.

Canal Digital reveals how they use web analytics as a central management tool in the quest of the online customers by measuring customer acquisition from different marketing activities, and use A/B split testing to optimize landing pages.

14:30 - 15:00 - Coffee Break

Exhibition Hall

15:00 - 15:45

Room: Congress Hall A

How to Combine Social Media and E-Marketing to Increase Revenue?

Jesper Åström, Creative Business Developer, jesperastrom.com

Moderator: Jim Sterne, eMetrics Marketing Optimization Summit

Social networks as a base for CRM has been around for quite some time. This lecture will treat how the knowledge gained from social media can be used in order to earn money from e-marketing newsletters, personalized notifications and win back campaigns.

15:45 - 16:30

Room: Congress Hall A

Developing a Cult Of Analytics

Steve Jackson, Director Business Insights, Kwantic

Moderator: Jim Sterne, eMetrics Marketing Optimization Summit

Steve Jackson, author of Cult of Analytics and Director of Business Insights at Kwantic will take you through an 8 step process designed to show what’s needed in your organization to get the best from your Analytics investment. In big companies it’s a change management program and Steve will take you through how to define where you are in the model, how to move up the scale of adoption and show some examples of how some companies are handling this process now.

16:30 - 16:45 - Conclusion

Room: Congress Hall A

16:45 End of Conference