Thursday, March 12, 2009

Welcome to the Toronto eMetrics Marketing Optimization Summit Blog.

This is a forum for connecting directly with speakers, sponsors and Summit organizers. Start the networking and knowledge sharing now –post questions or comments:

1.    Connect with Speakers and Instructors
2.    Learn more about Sponsors and Exhibitors
3.    Start sharing and learning from each other

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Sunday, March 29, 2009

Predictive analytics workshop - April 2-3

Hi all,

I’m excited to lead the predictive analytics workshop again at eMetrics Toronto, at the end of this week!

Feel free to contact me with any questions about the training program (eric -at- predictionimpact -dot- com).

For more information about the workshop: Predictive analytics course description

Here’s the basic info:

Workshop: Predictive Analytics for Business, Marketing and Web
Dates: April 2-3, 2009

—93% rate this program Excellent or Very Good—

Business metrics do a great job summarizing the past. But if you want to predict how customers will respond in the future, there is one place to turn—predictive analytics. By learning from your abundant historical data, predictive analytics provides the marketer something beyond standard business reports and sales forecasts: actionable predictions for each customer. These predictions encompass all channels, both online and off, foreseeing which customers will buy, click, respond, convert or cancel. If you predict it, you own it.

The customer predictions generated by predictive analytics deliver more relevant content to each customer, improving response rates, click rates, buying behavior, retention and overall profit. For online applications such as e-marketing and customer care recommendations, predictive analytics acts in real-time, dynamically selecting the ad, web content or cross-sell product each visitor is most likely to click on or respond to, according to that visitor’s profile. This is AB selection, rather than just AB testing.

Predictive Analytics for Business, Marketing and Web is a concentrated training program that includes interactive breakout sessions and a brief hands-on exercise.

For more information about the workshop: Predictive analytics course description

Thursday, March 26, 2009

Getting Ready for Intro to Web Analytics - March 29

Looking forward to leading the Introduction to Web Analytics Base Camp this Sunday.  Participants have a diverse background, so we should have some great discussions.

Since this is only a half day long workshop, we suggest that participants download the latest Web Analytics Association Web Analytics Definitions document. Bring a paper or electronic copy with you.  If you have any questions about this document, feel free to ask your question below.

If you aren’t going to have a chance to attend the rest of eMetrics, do consider attending the Web Analytics Association Regional Meeting & Reception on Monday evening (March 30) including a presentation and discussion on Online Audience Measurement and Web Analytics Wednesday eMetrics Tuesday Special (March 31).  Both are free with advance registration. 

See you on Sunday!

June

Wednesday, March 25, 2009

Getting Ready for the Google Analytics Workshop

With eMetrics just days away I’m frantically finishing up my materials for the Google Analytics Workshop.  I really like this workshop because of its broad reach.  We’re going to cover everything from how Google Analytics works to what the data actually means.  I really want you guys to walk out of this class with the confidence to configure and USE Google Analytics.

I wanted to let everyone know that I’ve actually augmented the content a bit.  In addition to the agenda listed in a previous post, I’m also going to cover Site Search and some of the new beta features, like Custom Reports and Advanced Segmentation.

I’d also like to hear from you, the students, about topics that you’re interested in and your experiences with Google Analytics.  Feel free to comment below!

I look forward to seeing you all on Monday, March 30!

Wednesday, March 18, 2009

Google Analytics Conversion Workshop - March 30 full day

Whether you’re just getting started with web analytics or a seasoned veteran ready to take your website performance to the next level, this one-day workshop will help you get the most out of your online marketing and increase conversion results using Google Analytics:
Morning topics covered:

Introduction and overview
Web analytics the Google way
Measuring and understanding conversion
How Google Analytics works
Understanding tracking code
Filters & profiles combinations
Filter best practices
Managing profiles
Understanding goals and conversion funnels
Understanding the reporting interface: dashboard, data visualization, report filters, email reports and more

Afternoon topics covered:

Campaign tracking
Cost per click (CPC)
Email tracking
Banner and display ad tracking
Offline campaigns
Website Optimizer for multivariate testing
Google Analytics Enterprise features
Other Google Analysis tools
Open discussion and Q&A

Instructor is Justin Cutroni. Got questions or comments for Justin? Ask now.

WAA Base Camp - Web Analytics for Site Optimizaton March 30 - full day workshop

How do you make your website better? If this is your challenge, then this is the workshop you’ve been waiting for. You have some experience, but now it’s time to learn more about the business goals and Key Performance Indicators of site optimization, the available tools and the processes needed to make it all work.

Whether you have just been tasked with improving the effectiveness of your website, just been put in charge of the web team, or just need to be sure that you are seeing the forest for the trees, this workshop is where website optimization is revealed and explored.

Some topics covered:
Building a measurable site
Designing for navigation vs. conversion
Improving online persuasion
KPIs for ecommerce, content sites, and intranets
Understanding visitor behavior
A/B & multivariate testing

Instructor is Jim Novo. Got questions or comments for Jim - ask now?

WAA Base Camp - Introduction to Web Analytics 1/2 day workshop Mar 29

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. This workshop will give you the high level overview of web analytics you need to make your website more valuable to your company.

Some subjects being covered:
Process for tool selection
Makeup of a web analytics team
Finding low hanging fruit
Defining Key Performance Indicators
Working web analytics into your business culture

The web analytics continuum is wide as well as deep. Understanding the variety of possible metrics and what they reveal is prerequisite to managing your website and measuring website success.
This half-day WAA Base Camp workshop will prepare you for the climb into the higher altitudes of online campaign optimization, on-site traffic analysis and conversion optimization.

Instructor is June Li. Got questions or comments for June, ask now?

Monday, March 16, 2009

From Web Analytics to Online Intelligence

Web analytics started out as an afterthought. It quickly became a benchmark for proving that the organizational website was attracting more attention and worth the effort. From there, it blossomed into a tool for optimizing that website, online campaigns and helping each company achieve its goals. Today, web analytics is recognized as a new form of market research, customer research and company process improvement. What happens when large companies grasp the implications of having such powerful information at their fingertips? Join our panelists to learn what happens when web analytics meets with business intelligence, customer intelligence and enterprise level analytics and what does this mean moving forward?

Moderated by Jim Sterne:
Jim Novo, Drilling Down Project
Dennis Varganyi, AT Internet (Xiti)
Jacques Warren, WAO Marketing
Shankar Mishra, Travelocity

Questions or comment?

Panel: Mobile Marketing Metrics

Mobile marketing is coming on fast and is predicted to be the main way people will access your online information in just a few years. Clearly, measuring your success on the phone is going to be as important as measuring your success elsewhere. Mobile search, location specific content, customer segmentation based on type of phone are all on the table as our panelists ponder the potential of on-the-line online activities.
Moderated by Patrick Glinski:
Warren Raisch, Digitaria
Dominique-Sebastien Forest, General Manager Mobile and e-Comm, Quebecor Media Interactive
Gaurav Jain, VP and co-founder, Polar Mobile

Questions or comments?

Advanced Paid Search Optimization and Analytics

Paid Search has been the biggest, fastest growing industry in history due to the astonishing measurability of its efficiency. It simply works. But measuring its effectiveness is another story. Our panel tackles the ins and outs of gauging the downstream value of each click paid for, some of the tools used to manage the bids and a look over the horizon at what we can expect in the paid search analytics world to come.

Presented by:
Manoj Jasra, Shaw Communications
Alan K’necht, Alan K’necht, K’nechtology Inc.

Questions or comment?

The ROI of Customer Satisfaction – Royal Canadian Mint

In 2007 the Royal Canadian Mint saw a drop in its key performance indicators for the first time since it began online retailing in 2001. In response, during 2008, the Mint’s e-commerce team began an in depth analysis of the site’s operations. Customer satisfaction data and the predictive methodology of the American Customer Satisfaction Index (ACSI) provided key insights on future customer behaviour; these insights formed the foundation of a site redesign. The net result was 20% increase in customer satisfaction and an increase in online revenue of 22%. Get the inside story behind the process and team that brought it all together.

Presented by: Robb Collins, Manager eCommerce, Marketing & Communications, Royal Canadian Mint

Questions or Comment?

Analytics in the Retail World: It’s more than Just Numbers and Reports

The Sears Canada catalogue, issued to more than 3.9 million households, is Canada’s largest general merchandise catalogue. 24-hour, bilingual service is offered from three call centers and is supported by over 1,800 merchandise pick-up locations. The online shopping at http://www.sears.ca coexists with 121 department stores across the country to offer a broad range of merchandise from apparel and home fashions to appliances. How does this quintessential direct marketing firm, started as Simpsons-Sears in 1953 grapple with and optimize their merchandising in an ecommerce world? Simon will provide an inside look at this Canadian firm that is “committed to improving the lives of our customers by providing quality services, products and solutions that earn their trust and build lifetime relationships.”

Presented by: Simon Rodrique, AVP eCommerce, Sears Canada

Questions or comment?

Analytics in the Physical World

We have reached a state of maturity with web analytics, able to monitor and react to complex behaviours and scenarios by our customers. Increasingly, we are able to apply the same technologies in the physical world, enabled by advanced digital signage and other in-store technologies. This talk will review the state of practice of in-store devices that are aware of their surroundings, and discuss why these technologies should be leveraged as part of an effective cross-channel analytics program.

Presented by: Ross McKegney, CTO, Fadow

Questions or comment?

Using Video for Lead Generation, Influence and Conversion - Two Part Presentation

Part 1: Measuring the Effect of Video Advertising
Barbara Coll, Webmama.com

We all know people on the Web like to watch - 12.9B videos consumed in September in the US alone. Barbara will explore the methods of measuring the effect of video advertising, posting videos on sites like YouTube and your videos being found in search results.

Part 2: Connecting With Engaged Video Viewers:
Invisible Children Case Study
Warren Raisch, Chief Customer Officer, Digitaria

According to Forrester research, online video consumption is becoming ubiquitous as the average online video viewer in the US watches 56 minutes a week, more than 100 million hours of viewing each week. Warren Raisch, Chief Customer Officer at Digitaria, will showcase how video, social media and mobile are being used to tell the story and make a difference to the Invisible Children of Uganda, raising millions of dollars and inspiring thousands get involved and affect change. The Invisible Children’s case study provides insight into the engagement metrics and conversion results that ultimately chart the success of the organization’s mission.

Improving Results through Custom Segmentation – Tools and Tips I wish I knew 3 years ago

Robb shares experience and lessons learned when diving into custom segmentation. He will share ad-hoc tools; reinforce the importance of examining underlying data before “operationalizing” and how to avoid ending up with misleading reports; expand understanding of data “outliers”; and share processes for maintaining data quality and avoiding “data noise”.

Presented by: Robb MacDonald, Rogers Communications Inc

Questions or comment?