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Web Analytics Advanced

Washington DC, October 3-7, 2010

If you've been around the web analytics block a few times, this is the track for you. Senior practitioners and consultants delve into the more abstruse mysteries of web analytics. This track is not about specific technology - your vendors can help you with that. This track is about doing serious analysis, creating actionable dashboards and securing your place at the strategy table rather than being relegated to the number-crunching squad. Presenters have been asked to review the top issues of the day but leave plenty of time for Q&A and discussion.

Tuesday, October 5 • 11:10am – 12:00pm • Web Analytics Advanced 1

Marketing Metrics: The Publisher's Perspective

Michele Hinojosa, Manager, Web Analytics, Kelley Blue Book

When your business model is advertising, your focus is different. Michele talks about the tools, techniques and unique KPI's at Kelly Blue Book in this session about audience measurement, web analytics and data integration to forecast site traffic, on-site advertising inventory and revenue. Michele goes deep about statistical rigor, automated reporting and managing an internal advertising data warehouse.

Tuesday, October 5 • 3:10pm – 4:00pm • Web Analytics Advanced 2

Small Team? Measure Big: How Lead Gen and Social Media Boost Marketing's Influence on Sales

Erica St. Angel, Vice President of Marketing, Sonic Foundry

What would you measure if you built a B2B demand generation program from scratch? Find out what one teeny marketing group took on to move beyond the click-through: from the ROI of webinar registrations to social media engagement as a predictor of repeat sales. Erica describes how her team sold execs on best-of-breed marketing services: SEO/SEM with Enquiro; email marketing, lead nurturing and scoring with Eloqua; plus segmentation, integration and ROI reporting with Salesforce.com. See what they measure, how they do it on a shoestring and what White Whale of Measurement remains. Erica also shares lessons learned from producing - and measuring - over a hundred webinars, doubling the number of leads generated year over year. She delivers her measurement punch list and provides her top 10 ways to avoid the obstacles they encountered and reveals the single most effective marketing tactic they've deployed, with the measurement to prove it.

Tuesday, October 5 • 4:05pm – 4:50pm • Web Analytics Advanced 3

Measuring Your Organization's Web Analytics Maturity

Stéphane Hamel, Principal, Immeria

Stéphane Hamel, eBusiness Strategist & Web Analytics advocate Step back from the traditional web analytics tactics and look at the key drivers of successful analytics practices. From the essence of analytics: driving business success, down to the most optimal and realistic approach to web analytics, Stéphane presents the Online Analytics Maturity Model – an holistic approach being adopted by practitioners, consultants and vendors worldwide as an effective approach to optimizing your online marketing optimization practices.