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eMetrics Marketing Optimization Summit
Speakers

Toronto Ontario, April 6 - 9, 2010

Tim Ash, Author, CEO and Founder, Site Tuners [ permalink ]

Tim Ash is the CEO of SiteTuners.com, a landing page optimization firm that offers conversion consulting, full-service guaranteed-improvement tests, and 2nd-generation software tools to improve conversion rates. Tim has worked with Google, Facebook, American Express, CBS, Sony Music and many other top global brands. Tim is a highly-regarded speaker at eMetrics, PPC Summit, Affiliate Summit, PubCon, and eComXpo. He is a contributing columnist to several publications including ClickZ. Tim is the host of the weekly Landing Page Optimization show on WebmasterRadio.fm. He received his B.S. and M.S. during his PhD. studies in computer science at UC San Diego. Tim is the author of the bestselling book Landing Page Optimization.

Landing Page and Conversion Optimization
[CO03] 7 Deadly Sins of Landing Page Design

Nicolas Babin, COO & Executive VP Marketing, ATInternet [ permalink ]

Nicolas Babin is in charge of all international development and marketing activity. Nicolas started his career at the Banque Nationale de Paris in San Francisco (California) in 1989. He then moved to head up CATS Software (derivative and risk management software) North America administration based in Palo Alto (California). He actively participated in CATS’ Initial Public Offering in March 1995. He then became CATS’ EMEA Managing Director based in London (UK). In July 1997, Nicolas joined Etak (digital map company) a unit of the Sony group as European Managing Director. In 2001 Nicolas transferred to Sony and became European Managing Director for Sony Entertainment Robot Europe based in London and Brussels. He launched the Sony AIBO (artificially intelligent robot). In 2004 Nicolas became Director of Corporate Communications Europe for Sony Europe GmbH, based in Berlin. He was responsible for all internal and external communication for Sony’s operation in Europe. Nicolas has served on many international boards - the UK/French Chamber of commerce in London; CUE Inc, a US based company specialized in RDS/TMC messages; the Entertainment Robot Company (Japan); l’école supérieure des Ingénieurs Commerciaux (Bordeaux). Nicolas holds a BA in Computer Science and an MBA. He is bilingual, French/English; fluent in German and has basic notions in Spanish, Dutch and Japanese.

[EMMT01] eMetrics Lab: From Web Analytics to Integrated Online Marketing

Christopher Berry, VP Measurement Science, Syncapse [ permalink ]

Christopher Berry works to improve social analytics and the ability to demonstrate the monetary value of social media as the VP of Digital Measurement at Syncapse Corp. He is an active member of the Web Analytics Associations Research Committee.

[AO04] Panel: Deciphering the Attribution Puzzle
[EMMT05] Quantifying the Impact of Word-of-Mouth in Customer Acquisition and Retention - WAA Research Report
[PANEL04] The Future of Marketing, Business and Analytics

Andrea Bertone, Senior Manager, Web Marketing, 360Training.com [ permalink ]

A metrics-driven marketing professional with a focus on optimization, conversion, retention and analytics, Andrea is passionate about making complex analytical information understandable and actionable to every employee in an organization. Andrea has specialized in SEO, web analytics and online marketing for 12 years.

[ETM05] Sharing Insights Across the Organization

John Blackmore, Program Director, Web and Content SWG Web Best Practices, IBM [ permalink ]

John Blackmore leads the Web and content team for the Cognos software segment of IBM, and is also the Web best-practices leader within IBM software group. He has 20 years of marketing experience, 15 years in Web marketing. He has led Web best-practices presentations in North America and Asia.

[ETM03] Panel: Global Strategies for Managing Search, Email and Analytics
[ETM04] Managing a Metrics-Driven Web Team

Alison Burnham, President, Inflection Point Partners Inc. [ permalink ]

Prior to founding Inflection Point Partners in 2008, Alison Burnham has 15 years experience executing and managing reporting and analytics projects in a diverse number of applications – credit risk, marketing, manufacturing, and applied scientific research.

Over the last six years, she has run analytics departments for two marketing services organizations. These groups would be responsible for all analytics components for client engagements. This work encompasses general measurement and performance dashboard design and planning, customer segmentation modelling, predictive modelling, general statistics & data analysis, business case and economic model development.

Her work in marketing has covered a diversity of verticals across both B2B and B2C businesses – Client engagements include: National Basketball Association, Travelex Currency Exchange, General Motors, Esso, Barnes & Noble, JP Morgan Chase, TD Bank and a number of other leading organizations.

Prior to her work in marketing she also held roles in risk management at GE Capital, statistical consulting for Ontario Power Generation, Quality Control Management for Woodbridge Foam Inc, and Motorola, Asia.

Alison has a PhD in statistics from McMaster University specializing in regression modelling.

[ETM06] Panel: Predictive Analytics and Digital Marketing

Shari Cleary, Director of Digital Research – Entertainment & Games, MTV Networks [ permalink ]

MTV Networks has over 400+ websites and attract an average of 45 million Unique Visitors per month. Video helps to drive audience and engagement across many of these well known sites, including ComedyCentral.com, SouthParkStudios.com and Spike.com. Shari will share some of the magic and metrics they use to track the performance of online video, the importance of understanding and acting on what the data is telling you, and how other mediums can impact online traffic and vice-versa.

[ETM03] Panel: Global Strategies for Managing Search, Email and Analytics
[KEYNOTE05] Meaningful Insights: Video Measurement Across a Global Network

Brad Cressman, Head of Sales and Marketing, Sympatico MOBILE [ permalink ]

Brad Cressman is head of Sales and Marketing for Sympatico MOBILE where he brings over 10 years of experience in marketing, advertising, Internet and mobile. After receiving a B.Comm in Marketing, Brad spend over three years as part of the marketing team at Nestle Canada. From there, he moved into advertising at Grey Worldwide for another three years working in several progressive positions before moving to BBDO as an Account Director. Brad followed that up with experience in the digital space by managing the Entertainment channel for Sympatico/MSN.

[PANEL02] Mobile Marketing, Apps and Analytics

Jonathan Dunn, Manager, Mobile Marketing Solutions, Digital Cement [ permalink ]

Jonathan Dunn is manager of Mobile Marketing Solutions at Digital Cement, a relationship marketing company that provides consulting, measurement and analytics technology and marketing agency services to leading organizations. His experience spans mobile messaging, internet, advertising and application campaigns for clients in the financial services, consumer packaged goods, technology, automotive and cultural sectors.

Dunn’s campaign work has been profiled in Marketing magazine, Strategy, and Canadian Business, and he has contributed to Marketing magazine and Profectio.com. He was an architect in the development of the CMA’s industry whitepaper on mobile marketing and teaches their mobile marketing course and has been an active member of the Interactive Advertising Bureau’s Emerging Platforms and Mobile Councils.

Prior to joining Digital Cement, Dunn was director of communications and a senior strategist at Vortex Mobile, a mobile marketing and social media technology company.

[PANEL02] Mobile Marketing, Apps and Analytics

Dale Fallon, Director, Mobile, Score TV Network [ permalink ]

As Director of Mobile at The Score TV Network, Dale is responsible for the vision and execution of all wireless initiatives at the national sports media company. Current and recent initiatives include: ScoreMobile iPhone Edition (900,000+ App Store downloads), ScoreMobile for BlackBerry (1M+ downloads), mobile web, mobile video, and SMS programs.

From 2001-2006 he worked at CHUM Television (MuchMusic, Citytv etc.), ultimately as head of the Interactive Department. Dale was responsible for the P&L, online content production, digital media sales, web development and technical operations.

Dale is an active member of the new media community in Canada. He has presented, or served on advisory panels for: nextMEDIA Banff 2009, Heritage Canada New Media Fund, iLunch 2008, iSummit 2006, AIMS Canada, Bell Fund, and the Canadian Film Centre's Habitat Lab. He has a B.A. in Geography from UBC and is proud to have been founding webmaster Sympatico.ca in 1995.

[PANEL02] Mobile Marketing, Apps and Analytics

Andy Fisher, Global Data & Analytics Director, Starcom MediaVest Group [ permalink ]

Andy Fisher is the newly appointed Global Data and Analytics Director for Starcom MediaVest Group. Previously, Andy was the national lead of analytics for Razorfish where he managed a team of modeling, media data, survey, and business intelligence experts. Andy brings more than 12 years of experience in website, CRM, sales data and media analytics to this role. He is a frequent speaker at industry events, a guest lecturer at New York University, and he sits on the ARF Online Media council. Prior to Razorfish, Andy designed web traffic analysis software and led the analytics QA team for Personify, a leading web analytics software provider. Prior to Personify, he was a senior analyst at IRI performing marketing mix models, media testing and custom analytics for large Consumer Packaged Goods clients. While at IRI, Andy designed the backend processes for the company’s first-generation web analytics tools. Andy holds an MA in Statistics from Stanford and a BA in Mathematics from the University of California at Berkeley.

[AO04] Panel: Deciphering the Attribution Puzzle

Brian Flanagan, Director of Product and Retail, Expedia Canada [ permalink ]

Understanding the varied needs and trends of Canadian travellers requires the blending of a variety of data sources. Expedia has successfully combined Voice of Customer techniques, web analytics, and the context provided through Customer Experience monitoring solutions to understand how even small changes to website interfaces and conversion funnels can reap big benefits. This session looks at how the integration of these systems is becoming a vital mechanism for complete understanding of customer behaviour. Through continuous monitoring and continuous improvement with these techniques, measurable wins in eCommerce, Customer Service and Product Development can be achieved.

[KEYNOTE04] Bridging Analog to Digital: How Expedia Listens to Millions of Customers as Individuals

Larry Freed, President and CEO, ForeSee Results [ permalink ]

Larry Freed is President and CEO of ForeSee Results, a leading customer satisfaction management company with solutions based on the American Customer Satisfaction Index (ACSI). With 20 years of senior management experience, Mr. Freed has directed numerous e-commerce and technology initiatives. An expert on web customer satisfaction, he is a frequent commentator on measuring online customer satisfaction and has been cited in numerous publications and media, including: The Wall Street Journal, The Washington Post, Internet Retailer, Computerworld, ClickZ, Information Week, Investor’s Business Weekly, CNN, CBS Market Watch, CRM Today, Destination CRM and Federal Computer Week, among others.

[SPONSORPRES01] Managing Forward: Customer Experience Analytics that Predict Future Success Description

Patrick Glinski, Senior Strategist and Experience Architect, Idea Couture [ permalink ]

Patrick Glinski is a Senior Strategist and Experience Architect at Idea Couture, a next generation innovation consultancy firm. While currently focused on digital strategy and experience design, Patrick has spent the last five years helping large digital agencies build measurement practices while also planning and overseeing major analytics programs for companies including Citibank, DirecTV, Nintendo Europe, and Rolex. Patrick is the Toronto Web Analytics Wednesday events organizer, and hopes to see you at an event soon.

[EMMT04] How Social Media Measures Up When Giving Away Half-a-Million Dollars

Claude Guay, President and CEO, iPerceptions [ permalink ]

Claude Guay is the President and Chief Executive Officer at iPerceptions. Guay joins iPerceptions from PhoCusWright where he provided actionable intelligence and strategic consulting to companies in the travel and tourism industry. Guay previously served as Executive Vice President and Chief Information Officer of Gildan Activewear, a global apparel manufacturer listed on the NYSE and TSX. During his two-year tenure, Gildan Activewear grew from $773 million to $1.25 billion in annual sales. Between 2000 and 2005, Guay served as President and CEO of international travel packaging solution company Accovia, where he drove the successful and complete image makeover, introduced new strategic solutions and premier customers, and led the sale of the company. Prior to his CEO role at Accovia, Guay worked in management consulting, business development, marketing and sales roles for 16 years at IBM, most recently as an executive in the company’s Global Travel and Transportation Industry unit, where he focused on leveraging new digital technologies. A widely recognized and often quoted expert in ecommerce and technology publications, Guay has served as a speaker at many industry conferences.

[SPONSORPRES02] Buyers Exposed!

Andrea Hadley, Founder, NetSetGo Marketing Ltd [ permalink ]

Andrea Hadley is partner of eMetrics Canada and founder of NetSetGo Marketing Ltd, a search marketing consultancy based in Vancouver BC since 1999. Having founded two web marketing professional associations including the Web Analytics Association (WAA) in 2004 and the International Internet Marketing Association (IIMA) in 1999, Andrea is a strong community advocate and leader, currently serving as the Co-Chair of Education for the WAA. Today, Andrea’s commitment to knowledge sharing and the growth of online marketing and analytics industries continues as Conference Director of the eMetrics Marketing Optimization Summit and SMX Toronto — two world-class events running side-by-side in Toronto April 6-9, 2010.

[WELCOME] Welcome and Overview

Stéphane Hamel, Principal, Immeria [ permalink ]

Stéphane is a leading voice for web analytics, helping businesses understand the value of online optimization. With over twenty years of experience, he has been on both sides of the fence, including client and agency, small projects to complete multi-site, multi-cultural ecosystems overhaul. Recipient of the Web Analytics Association Leadership and Technical Excellence Recognition and frequent speaker at the eMetrics Marketing Optimization Summit (San Jose, Washington, Toronto), and other conferences, he is also lecturing at the “Award of Achievement in Web Analytics” and “Introduction du Business Analysis” classes at the University of British Columbia.

Stéphane is completing a Master in Business Administration specializing in eBusiness at Laval University (Québec City) and is involved in various research and development activities with the prime focus to making web analytics easier through the popular Web Analytics Solution Profiler tool and concepts such as “Just-In-Time Tagging”. Involved in various professional and education local events, he is also a member of the International Institute of Business Analysis and on the board of directors as treasurer of the Web Analytics Association.

Roadmap to Online Analytics Success
[PANEL01] Panel Discussion: Customer Insights and the Qualitative Quantitative Mix

Michael Helbling, Senior Web Analyst, Lands’ End [ permalink ]

Michael Helbling has spent 5+ years learning by trial and error how to be successful at web analytics.

He has spoken at multiple events (Cleveland Web Association, WebTrends Customer Conference, Lakeland Community College) and is an active member of the WA Community. Michael also served for three years on the WebTrends Customer Advisory Board. He currently lives in Madison, WI and works at Lands’ End.

[CO02] Mistakes I Made Analyzing the Web

Raquel Hirsch, Marketing President and Co-Founder, WiderFunnel [ permalink ]

Raquel Hirsch, a senior marketer, has an impressive traditional marketing, eMarketing, direct marketing, and CRM background. An eternal optimist, Raquel’s key ability is her skill at developing and implementing effective strategies, incorporating traditional as well as interactive marketing, and delivering integrated demand-generation campaigns that measurably deliver value to clients. Before co-founding WiderFunnel, Raquel held senior executive positions at Proximity Canada, Pivotal Corp., Rogers Video and Intrawest.

Armed with an MBA, Raquel is a sought after speaker. Her teaching experience includes UBC, SFU and BCIT, plus numerous professional conferences and seminars across North America.

[CO05-3] Conversion Optimization Power Series Part III: Conversion Show and Tell – A Case Study with Lift, Volume and $$$

Mark Hudson, Senior Communications Executive, Public Health Agency [ permalink ]

Mark has spent more than 25 years envisioning, directing and delivering communications and marketing strategies to benefit Canadians.

His public service has included stints with the federal departments of Health, Industry, Environment, Indian Affairs and the Privy Council.

Mark has contributed to many major government initiatives such as: the Connecting Canadians Initiative, Cyberwise, the Action Plan on Health and the Environment, Government On-Line, and a personal favourite the National Strategy for the Integration of People with Disabilities.

He has been Press Secretary for the Minister of Indian Affairs and Northern Development, Legislative Assistant and Press Secretary for the Secretary of State and a Tour and Special Projects director for the Minister of State for Youth, Fitness and Amateur Sport. Mark has also directed and managed several teams that included responsibilities in Marketing, partnerships and the Web.

For the past four years Mark has been Senior e-Communications Executive with the Public Health Agency of Canada. He recently headed up PHAC’s e-Communications response to the H1N1 pandemic outbreak.

A father of two boys Mark and wife Nathalie reside in Orléans Ontario.

[EMMT02] Tracking a Viral Virus - Gauging the Spread of H1N1

Marko Hurst, Independent Contractor, MDH Studios [ permalink ]

Marko Hurst is an independent consultant, speaker, and author in both the Web Analytics and User Experience. With more than a dozen years experience Marko’s clients include various U.S. Government agencies and some of the largest Automotive, Financial Services, Media, and Mobile companies in the world.

Marko is the co-author of Search Analytics: Conversations with Your Customers’(early 2010). Search Analytics teaches how the best results and experiences come from combining qualitative & quantitative data into a complete user model. By applying search analysis you not only learn your customer’s natural language, needs, and wants, but how to make better business decisions around not only products and services, but SEO, SEM, taxonomy, information architecture, and more.

Marko has spoken at various industry conferences and organizations including eMetrics and U.P.A. in the U.S. and Europe. And is also a member of the Web Analytics Association.

[PANEL01] Panel Discussion: Customer Insights and the Qualitative Quantitative Mix

Christina Inge, VP of Social Media, American Marketing Association (AMA) Boston Chapter [ permalink ]

Christina Inge is the VP of Social Media for the AMA Boston chapter, the second largest AMA chapter in the US. She is also PR and Marketing Manager for the New England Quilt Museum in Lowell, MA, one of the oldest craft museums in the US. Integrating email marketing, social media, and offline efforts, she has leveraged analytics data to reach new audiences and support member retention. Christina has led workshops at the UMass Sustainable Energy Summit, the Center for Nonprofit Success; Boston Fundraising Summit, and PodCampNH. She has over 10 years; experience in communications and marketing.

[CO05-1] Conversion Optimization Power Series Part I: Acquiring and Converting Members and Supporters

Jean-Paul Isson, VP Global BI & Predictive Analytics, Monster Worldwide [ permalink ]

JP Isson has more than 16 years in data mining focusing on customer behavior modeling and segmentation. Prior to joining Monster more than 4 years ago, Mr. Isson was Leading the Global Customer Behavior Modeling team at Rogers Wireless.

Mr. Isson has a Master Degree in Mathematics and Applied statistics from Universite Pierre & Marie Curie Paris 6 France. He has several articles related to his successful implementation of Business Intelligence and Predictive Analytics solutions.

He has been a speaker for SAS users groups and at IDC events like the most recent 2009 CIO of the year event in Denmark. He is member of conference board of Canada, and Canadian Statisticians Association.

[ETM06] Panel: Predictive Analytics and Digital Marketing

Ross Jenkins, Vice President of Analytics, Rapp Collins Worldwide [ permalink ]

Ross is a web analytics and online marketing specialist with extensive experience as both a practitioner and at helping clients excel. He is an internationally-recognized thought-leader on the use of data analysis as the key to marketing success. His experience spans nearly every sector, from Financial Services to E-Commerce.

[ETM03] Panel: Global Strategies for Managing Search, Email and Analytics

Avinash Kaushik, Analytics Evangalist, Google [ permalink ]

Avinash Kaushik is the co-Founder of Market Motive Inc and the Analytics Evangelist for Google.

Through his blog, Occam's Razor, and his best selling books, Web Analytics: An Hour A Day and Web Analytics 2.0, Avinash has become recognized as an authoritative voice on how marketers, executives teams and industry leaders can leverage data to fundamentally reinvent their digital existence.

Avinash puts a common sense framework around the often frenetic world of web analytics and combines that with the philosophy that investing in talented analysts is the key to long-term success. He passionately advocates customer centricity and leveraging bleeding edge competitive intelligence techniques.

Avinash has received rave reviews for bringing his energetic, inspiring, and practical insights to companies like Unilever, Dell, Time Warner, Vanguard, Porsche, and IBM, as well as delivering keynotes at a variety of global conferences, including Ad-Tech, Monaco Media Forum, iCitizen, JMP Innovators' Summit, MeasureUp and Web 2.0. He also lectures at major universities such as Stanford University, University of Virginia and University of Utah.

Avinash recently received the 2009 Statistical Advocate of the Year award from the American Statistical Association.

[KEYNOTE02] Social & Search: Rock Both Worlds With Data!

Ned Kumar, Senior Strategic Marketing Fellow and SEO Strategist, FedEx Services [ permalink ]

Ned Kumar has over seventeen years of experience in customer analytics, with expertise in both online and offline channels. He currently serves as SEO Strategist and as a corporate advisor in multi/cross-channel analytics with emphasis on segmentation, retention, customer-value modeling and database marketing with FedEx Services. Throughout his career he has played a leadership role in designing data-driven customer strategies that create an exceptional customer experience and establish a competitive advantage while improving productivity. Ned is a member of the Web Analytics Association Standards and Research Committees and an Online Tutor for the University of British Columbia’s Award of Achievement in Web Analytics Program.

In his previous job as an Asst. Professor of Marketing & Management, Ned taught senior level courses in Strategy, Quantitative Analysis, and Decision Support and has numerous conference and journal publications to his credit.

[ETM06] Panel: Predictive Analytics and Digital Marketing

Ron Kunitzky, Founder, Geyser Marketing Group [ permalink ]

Ron Kunitzky founded Geyser Marketing Group in 2003 as a result of his unwavering belief in the power of smart collaboration. Ron has successfully partnered companies in many verticals including consumer goods, finance, eco-friendly, eye care, technology, e-commerce, retail and B2B services, creating incremental streams of revenue and generating new activities which have resulted in millions of dollars of growth.

Ron’s extensive knowledge of distribution, affiliate marketing, loyalty marketing, licensing and channel marketing was key in growing AOL UK’s partnership marketing business from 20% to 60% of the overall contribution to membership acquisition activities in just two years from 2001 to 2003. Today, his clients are leading local, national, and global organizations such as 1-800-GOT-JUNK?, Coastal Contacts, and Track It Back.

Ron is featured in the Canadian Marketing Association’s Faculty of Lecturers that provide informational seminars several times per year to employees. Ron is also the author of Partnership Marketing – How to Grow Your Business and Transform Your Brand through Smart Collaboration which will be published in September 2010 by Wiley.

Ron holds a Bachelor of Arts Degree from Concordia University, a Graduate Certificate in Marketing from McGill University, and is a Member of the Chartered Institute of Marketing in the United Kingdom and is a member of the B2B Council of the Canadian Marketing Association. In his leisure, Ron likes to spend time with his family, travel the world, play drums in his band, and play ice hockey.

[AO05] Measuring Partner Channels for Distribution and Customer Acquisition

Theresa Kushner, Director of Customer Intelligence, Cisco [ permalink ]

Cisco Systems has been at the center of the Internet since its inception and has been relentlessly customer focused from the start. Theresa has been at the center of Cisco’s data collection, integration and capitalization for the past four years. Having learned indispensable lessons as Director of Marketing Data at IBM and author of Managing Your Business Data: From Chaos to Confidence, Theresa brings a unique perspective to managing the amalgamation of more data than imaginable. Her holistic customer view takes advantage of the best from datawarehousing, customer behavioral analysis and predictive modeling. Come learn where Cisco has been and where they are going.

[KEYNOTE03] Leveraging Customer Data for the Customer Instead of About the Customer

Alex Langshur, President and Cofounder, PublicInsite [ permalink ]

At PublicInsite, a web analytics / site optimization consulting firm, Alex helps organizations with non-commerce and content-rich sites analyze user’s behaviour to get at the truth of the effectiveness and impact of their web sites. He has led multiple web analytics initiatives for public sector organizations at the international, transnational, national, provincial and municipal levels, as well as major non-profit, private sector and education organizations. Alex is an instructor for of WAA Base Camp workshops and when he’s not teaching or consulting, he is leading an industry as the newly elected president of the Web Analytics Association.

[EMMT02] Tracking a Viral Virus - Gauging the Spread of H1N1
[ETM03] Panel: Global Strategies for Managing Search, Email and Analytics
[WELCOME] Welcome and Overview

Alioscha Leon, Manager, Analytical Solutions, Microsoft Canada [ permalink ]

With more than 13 years of experience in the IT Industry, Alioscha Leon joined Microsoft Canada Co. in March 2007 to lead it’s Customer Analytics team. For the past three years, he’s been instrumental in helping internal stakeholders leverage the insight generated by Microsoft’s data assets in an easy to consume manner and spearheaded the creation of a Global Analytics Community at Microsoft in order to share best practices and develop a consolidated business intelligence platform. His accomplishments include building a Business Intelligence infrastructure, comprehensive analytics service offering and tool set that have all helped support a data driven decision making process and deepened the commitment to Marketing and Sales Excellence. Prior to joining Microsoft Canada, Alioscha held positions in various business areas at companies like Dell Spain and NEC Venezuela, and most recently leading the Mid-Market Telesales team as a Microsoft’s Vendor.

[ETM05] Sharing Insights Across the Organization

Steve Levy, President, Ipsos Reid Market Research East [ permalink ]

A seasoned branding and marketing research professional with more than 30 years of experience on both the client and supplier side, Levy is the President of Ipsos Reid’s Eastern Canada operations, with responsibility for the organizations marketing and loyalty research projects, and the lead for its technology/communications sector research.

[ETM01] Digital Marketing Pulse Report

Lisa Lloyd, Group CRM Manager, Marketing Operations/Data Strategy/Analytics, Microsoft Canada [ permalink ]

As the Group CRM Manager at Microsoft Canada Inc., Lisa Lloyd is very familiar with the challenges of implementing, optimizing and measuring the plethora of new media available to help her organization maximize their marketing efforts while continuing to enhance the customer experience. Ms. Lloyd and her team provides Marketing operations, data and analytics services to Microsoft’s B2B Marketers, helping them to more strategically leverage data, such as propensity modeling, to optimize their marketing campaigns and drive more relevant conversations with customers.

Ms Lloyd joined Microsoft in 2001 when Microsoft Corporation acquired a financial software company called Great Plains Software, where Ms. Lloyd worked as the Group Marketing Manager. In her tenure at Microsoft, Ms. Lloyd has enjoyed a variety of roles ranging across product marketing management, audience marketing, industry marketing and marketing communications. Prior to joining Microsoft, Ms. Lloyd has held a number of business development, marketing and IT roles in the High Tech, Financial Services and Manufacturing Sectors with more than 20+ years of work experience. Ms. Lloyd graduated from Ryerson University with a BA in Business Administration.

[PANEL01] Panel Discussion: Customer Insights and the Qualitative Quantitative Mix

Theresa Locklear, Senior Director, Web Analytics & Digital, National Hockey League [ permalink ]

Theresa Locklear is responsible for the NHL Web Analytics’ Digitial Consumer Insights agenda for the NHL.com Network (NHL.com and 30 Club web sites). She is primary point of contact for Web Analytics,Voice of Customer Analytics, Fan Database Targeted Marketing and the integration of all these key consumer data points.

Theresa started her career as a software developer for an IBM business partner. As a Senior Software Engineer there, she helped develop the web version an award winning CRM application. She then worked for Omniture (and formerly Visual Sciences) as an Implementation Engineer, a Technical Consultant and finally a Senior Sales Engineer. At Omniture Theresa worked extensively providing clients with customer data integration across multiple channels, allowing a full-spectrum view of the customer.

[KEYNOTE01] How NHL.com Measures Fan Equity Online

John Lovett, Senior Analyst, Web Analytics Demystified [ permalink ]

John Lovett is a leading expert on Web analytics, multivariable testing, and optimization technologies. Throughout his analyst career John has produced insightful research including Forrester’s Web Analytics Wave and the US Web Analytics Forecast. John is an industry insider who maintains a finger on the pulse of the industry.

[ETM02] Organizing for Analytics
[PANEL04] The Future of Marketing, Business and Analytics

Graeme McLaughlin, Digital Marketing Assistant Manager, BC Automobile Association (BCAA) [ permalink ]

Graeme McLaughlin specializes in using digital marketing and conversion optimization to deliver business objectives. Leading the in-house development of BCAA’s digital marketing programs he ensures that each campaign is measured & optimized.

Graeme frequently presents at top web marketing conferences across Canada.

[CO05-2] Conversion Optimization Power Series Part II: Sins and Wins of In-house Conversion Optimization

Jim Novo, WAA Education Manager, Web Analytics Association [ permalink ]

Jim is a customer analysis consultant with a 25 year track record of generating exceptional returns on customer marketing program investments. As Vice President of Programming & Marketing at Home Shopping Network, Jim handled the integration of customer communications and marketing across the Television, Catalog, and Internet divisions. He authored the book, Drilling Down: Turning Customer Data into Profits with a Spreadsheet to teach managers how to increase sales while lowering marketing costs. Jim is co-author of The Marketer’s Common Sense Guide to e-Metrics with Bryan Eisenberg and is the Education Manager for the Web Analytics Association.

WAA Base Camp: Applying Web Analytics 102
WAA Base Camp: Introduction to Web Analytics 101
[PANEL01] Panel Discussion: Customer Insights and the Qualitative Quantitative Mix
[PANEL04] The Future of Marketing, Business and Analytics

Peter Novotny, Manager of Marketing, W3i [ permalink ]

Peter Novotny is the Manager of Marketing for W3i. There he leads the B2C user acquisition efforts for W3i’s owned and operated sites develops marketing strategy manages the media planning and buying team and is responsible for partner relationship management.

[CO05-3] Conversion Optimization Power Series Part III: Conversion Show and Tell – A Case Study with Lift, Volume and $$$

Brian O’Grady, President and Founder, Search Warrant Online Marketing [ permalink ]

Brian is a passionate search marketer and copywriter for clients like IBM, Costco Wholesale, and the Canadian Radio-television Telecommunications Commission. His love affair with the Web began when text was black, links were blue, and backgrounds a uniform gray. Since then he has explored the cryptography, telecommunications, and business intelligence industries and developed an obsession with marketing effectiveness. By way of therapy he leans on measurable performance and best practises to help clients transform marketing expenses into Web revenues.

[ETM04] Managing a Metrics-Driven Web Team

Michael O’Sullivan, Ad Platforms & Strategy Lead, Microsoft Canada [ permalink ]

As Microsoft Ad Platforms and Strategy lead, Mike O’Sullivan is responsible for the development, execution and measurement of Microsoft Canada’s portfolio of custom online consumer audience targeting products including behavioural, demographic, and geographical targeting. Mike is also responsible for the management of Microsoft’s performance and brand advertising platforms. A recipient of Marketing Magazine’s 2009 Ones to Watch, Mike lives in Toronto, Ontario where he plays an active role in the Canadian advertising community through his role at Microsoft Advertising.

[AO04] Panel: Deciphering the Attribution Puzzle

Andrea Peckham, Senior Manager, Brand Marketing, Aviva Canada [ permalink ]

Andrea Peckham is the Senior Manager, Brand Marketing for Aviva Canada Inc., a leading Canadian property & casualty group. Aviva provides home, auto, business insurance and premiere claim services to over 3 million clients.

Andrea joined Aviva Canada in 2009 after two decades of previous work in B2B and B2C sectors on both the client and supplier sides. Her brand strategy and marketing experience includes roles at BMW Canada, American Express and Toronto Stock Exchange. Most recently she was head of marketing at Telmetrics Inc., a call-response data analytics supplier to Direct Response advertisers across North America.

Andrea is very active in grass-roots community marketing & fundraising. She has served as Volunteer Run Director for the Canadian Breast Cancer Foundation CIBC Run for the Cure and as a marketing advisor for Community Care Durham,an NPO providing home care services to seniors in Durham Region. Andrea holds an MBA degree from Queens University.

[EMMT04] How Social Media Measures Up When Giving Away Half-a-Million Dollars

Eric Pierni, Head of Advertising, Kijiji Canada [ permalink ]

Eric Pierni is the Head of Advertising for Kijiji Canada, the most popular free local classifieds destination among online Canadians. Pierni is responsible for overseeing the company’s advertising group sales team and leads all marketing efforts in Canada. In addition to community building and product development initiatives, Pierni is responsible for a track record of innovation that has driven Kijiji.ca to become #1.

Pierni joined the eBay group of companies in 2002 to help solidify eBay Canada’s position as the leading e-commerce destination in Canada. Prior to joining eBay, he helped drive business results by serving the business development team at Mamma.com Inc, an online search technology company.

Pierni is a graduate from Concordia University, where he earned a B. Comm. in Marketing.

[AO02] Built to Click

Jeff Quipp, Founder and CEO, Search Engine People Inc [ permalink ]

Jeff Quipp is the founder and CEO of Search Engine People Inc (SEP), one of Canada’s largest search marketing firms and recipient of the Profit 100 Award acknowledging SEP as one of the 100 Fastest Growing Companies in Canada in 2008. Jeff is an online marketing strategist, and has over eight years of search engine marketing experience starting with Sympatico-Lycos.

Jeff is a frequent speaker at internet marketing panels and conferences worldwide and is widely recognized as one of the pre-eminent authorities on search and social media marketing. He has an MBA and an undergraduate degree in economics.

WAA Base Camp: Search Analytics for Search Marketers 201

Sionne Roberts, Manager, Marketing Optimization, IT World Canada [ permalink ]

A “results-focused” marketing strategist, Sionne Roberts has cost-effectively maximized revenue streams for Canadian, US and UK-based organizations during an extensive online career that began way back when Netscape was the browser of choice. Sionne currently manages the newly-established Marketing Optimization division within IT World Canada - a subsidiary of the global technology media organization IDG Group.

[PANEL02] Mobile Marketing, Apps and Analytics

Khalid Saleh, Co-Founder, Invesp [ permalink ]

Khalid Saleh is the leading e-commerce architect in North America and co-founder of Invesp. He was the lead for 12 of the largest e-commerce operations including Motorola and AMEX, and managed all aspects of their e-commerce design and implementation. Khalid continues to advise companies around the world on e-commerce operations.

[CO01] Where Optimization Should Start and Measuring Its Effectiveness

Sibel Satiroglu, Online Insight Manager, HP [ permalink ]

With over ten years experience at HP, Sibel most recently manages online insights for HP’s Imaging and Printing Group’s global integrated campaigns. Sibel holds an undergraduate degree in French and Finance and an M.B.A from Colorado State University.

[AO01] What happens after the click? Optimizing Media and Identifying Micro-Conversions

Paul Terry, Senior Manager, Optimization, Primedia [ permalink ]

Paul Terry is a Senior Web Analyst at Primedia, Inc., the parent company of Consumer Source Inc., a national publisher and distributor of free print and online consumer guides for the apartment and home industries. There he focuses on multivariate testing – the ultimate tool for usability analytics – for several sites, including ApartmentGuide.com and Rentals.com. During his tenure, his team has nearly doubled lead conversions. Paul joined Primedia in 2001, and has worked as a software architect, project manager, and web analyst. For the past 25 years, Paul has been a software developer for several Fortune 500 companies his work at NCR’s Human Interface Technology Center introduced him to the world of usability. Paul holds a bachelor of science degree in Computer Science from the University of Kentucky.

[CO04] How to Use Multi-Variate Testing

Patrick Turgeon, Principal, Figurs.ca [ permalink ]

Patrick is the Principal of Figurs* a consultancy which specializes in marketing analytics. He has consulted clients such as: Westjet, Indigo Books & Music, Digital Cement, Maritz Canada, and Carlson Marketing amongst others.

Prior to founding Figurs*, Patrick worked with brands such as Expedia, Scholastics, and Dean & Deluca. Patrick is a lecturer in Database Marketing at George Brown and taught E-Marketing at McMaster University.

[ETM06] Panel: Predictive Analytics and Digital Marketing

Paul Tyndall, Senior Manager, Predictive Modeling, Client & Insight, RBC [ permalink ]

Paul Tyndall has spent the last 15 years helping companies leverage their customer databases, systems and technology to generate increased business value to their organizations. Paul joined RBC Royal Bank in late 2007 to provide leadership and direction for its predictive modelling & segmentation efforts. He supports the Canadian Banking group by mining their extensive databases with advanced analytical tools.

Before going to RBC, Paul was General Manager of Transcontinental Database Marketing, a company he initially joined in 2000 as Director of Analytics. There he consulted on all aspects of CRM from database management and statistical analysis to marketing strategy and implementation. Previously, Paul worked at Royal Trust where he provided support for Royal Bank’s Wealth Management group. And prior to that Paul worked as a consultant at InfoWorks, the analytical division of Rapp Collins.

[ETM06] Panel: Predictive Analytics and Digital Marketing

Mark D. Walker, Customer Acquisitions, Reliant Energy [ permalink ]

Mark D. Walker is responsible for providing strategic direction and execution of all customer acquisitions through the online channel for Reliant Energy. Mr. Walker brings over 10 years of interactive online marketing experience ranging from Fortune 500 organizations, educational institutions and one of the leading consulting and advisory firms worldwide. His experience and expertise involves strategic planning, management and execution of interactive campaigns while building and maintaining an online customer base. Within the interactive industry, Mark sits on the advisory board of competitive intelligence firm, Hitwise and his work has been showcased in Jupiter Research. In addition, he was recently awarded Best Use of Local Search for 2009 at Search Engine Strategies Conference.

Mark holds a BA in Economics from The University of Texas and sits on the Board of Directors of the University of Texas Alumni Association.

[AO04] Panel: Deciphering the Attribution Puzzle

Jacques Warren, President, WAO Marketing [ permalink ]

Jacques Warren has been working in online marketing for the last fourteen years. He started getting involved full-time in Web Analytics eight years ago. He has worked with over 80 organizations in Canada, the US, and Europe. His engagements cover Web Analytics implementation, training, KPIs & dashboard, diagnosis analysis, and consulting. His current interests are multichannel analytics, data integration, and mobile analytics. He shares in thoughts in his blogs: Analytics Notes and in The Big Integration. Jacques also co-authored “Web Analytics: Mesurer le succès et maximiser les profits de votre site Web”, published by Eyrolles, Paris, in October 2009.

[PANEL04] The Future of Marketing, Business and Analytics

Caleb Whitmore, Principal Consultant & CEO, Analytics Pros [ permalink ]

Caleb Whitmore, Google Analytics ConsultantCaleb has been a fixture in the online marketing, web analytics and search engine marketing field for a decade. As a leading Google Analytics Authorized Consultant, Caleb is sought after for training engagements nationwide, and is regularly called to solve the industry’s most perplexing challenges by architecting innovative custom analytics implementations.

Google Analytics Training

Breanna Wigle, Online Marketing Manager, Military Advantage [ permalink ]

Breanna Wigle’s work at Military Advantage focuses on web analytics, audience segmentation, marketing optimization and customer satisfaction mining. By transforming the role of business analytics from reporting to driving profits, she’s been instrumental in embedding analytics into her organization and technology landscape. By integrating CRM and web analytics data to financial performance she has created an action plan that drives the relationship between lifetime customer value and company success.

[EMMT03] Measuring and Monetizing Web 2.0 Applications
[PANEL01] Panel Discussion: Customer Insights and the Qualitative Quantitative Mix

Expo Hall Hours

April 7th 5:00pm – 7:30pm
April 8th 8:00am – 7:30pm
April 9th 8:00am – 4:00pm

Co-located with eMetrics Toronto
April 8-9, 2010

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