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Government & Non-Ecommerce

Washington DC, October 3-7, 2010

Don't sell direct? Tired of hearing about improving the shopping cart experience? This track is for you. You will learn how government, non-profit, brand-based and corporate communications professionals measure success when online sales aren't the bottom line. Learn how to integrate objective and subjective information sources. Discover the lessons learned from those in your shoes who are still faced with user satisfaction scores, getting management buy-in, educating staff & moving the metrics needle while protecting privacy, security and legal and ethical considerations. Find out how to optimize your marketing when your 'customers' (constituents, consumers, and citizens) are "buying" an idea, a message, or knowledge.

So many interesting sessions to choose from and so little time.

Monday, October 4 • 11:00am – 11:50am • Government & Non-Ecommerce 1

Using Analytics to Inform Policy Decisions

Alex Langshur, Founder and CEO, PublicInsite

There's a new pollster in town: everybody ... and you'd better be paying attention. Policy decisions - whether in the private, public or non-profit sector - have traditionally been developed through a lengthy process of public consultation, continual revision and painful concession. Polling data, focus group results and public surveys have typically been the tools used for this purpose. But what if there was a new way to rapidly test out multiple policy directions - proverbial "trial balloons" - against vast swaths of stakeholders? What if you could get a rapid sense of where opinions and perspectives lie? Come find out how the interplay of information architecture, policy and deep analytics can deliver unique policy insight when "The web is the poll".

Monday, October 4 • 4:25pm – 5:15pm • Government & Non-Ecommerce 2

Web Effectiveness Scorecard

Dan Drury, Director, Bowen Craggs & Co.

Managing and governing a complicated, often global, web estate in the dark is time consuming, expensive and frustrating. How do you know your web efforts are paying off it you are part of corporate communications, human resources, investor relations or any other non-sales, non-lead-generating department. Every year, Bowen Craggs applies their full-scale benchmarking technique to score Global 500 companies' websites. for effectiveness. Find out how opportunity cost, and a balanced scorecard approach are helping non-ecommerce professionals around the world compare and contrast their efforts. Whether you're responsible for external communications, brand value, online strategy, global governance or simply want some way to measure your success beside revenue, this session is for you.

Monday, October 4 • 5:30pm – 6:15pm • Government & Non-Ecommerce 3

Using Behavioral Intent to Improve Your Online Marketing

Ross Jenkins, Vice President of Analytics, Rapp Worldwide

Understanding the intent behind online behavior is the key to pulling value from your online data. And the ultimate intent – a purchase, an ad impression, a download – signaled by that click or series of clicks can help you vastly improve your online marketing results. A major pharma company is quantifying, measuring, and using behavioral intent as the basis for an entirely new way to digitally market their products through advanced segmentation and targeting. Ross provides a case study that shows how you can use your web data to uncover and understand intent, identify underperforming segments, and act on behavioral insights that drive both marketing and business results.

Tuesday, October 5 • 11:10am – 12:00pm • Government & Non-Ecommerce 4

Mission Critical Website Case Study Slam

Anil Batra, VP Search and Analytics, POP
Steven Ferguson, VP Product Management, HelloHealth
Robin Steffek, V.P. Interactive Marketing, RedEngine Digital

A hospital, a non-profit and a technology company's social website have different goals but a common objective: to understand how the web adds value and supports their organizations' outreach and mission. Their goals are much more complex than a Buy Now conversion ratio. Anil, John and Robin outline their distinctly different situations, the problems they face and the solutions they have created. You get to decide which is the most innovative, the most inspiring and the most applicable to your situation.

Tuesday, October 5 • 3:10pm – 4:00pm • Government & Non-Ecommerce 5

Measuring and Optimizing Lofty Goals

Michael Edson, Director of Web and New Media Strategy, Smithsonian Institution

The Smithsonian Institution, with 137 million physical artifacts and a vast network of scholars and experts, is the world's largest museum and research complex. A new digital initiative called the Smithsonian Commons aspires to update the traditional work of the Institution by catalyzing creativity, innovation, and learning through open access to Smithsonian resources, expertise, and communities. But how does one measure progress towards these lofty goals? In this session, Michael Edson, the Smithsonian's Director of Web and New Media Strategy, describes the challenges and opportunities of the Smithsonian Commons project and the role that measurement, analysis, and a user-centric philosophy have played in the inception of this important initiative.

Tuesday, October 5 • 4:05pm – 4:50pm • Government & Non-Ecommerce 6

The New OMB Policies: a Taste of Government Regulations to Come?

Susan Fariss, Web Analyst, American Chemical Society
Erica Newland, Policy Analyst, Center for Democracy & Technology
Alison Pepper, Director of Public Policy, Interactive Advertising Bureau
Ann Poritzky, Web Analytics Specialist, Online Services Branch (OLIB), NIH

Could the new Government guidelines issued by the Office of Management and Budget on privacy, data and cookies be a taste of legislation to come in the private sector? Learn about the latest OMB pronouncements, new Bills in process and their current and future impact on the use of cookies and personal data. Are your websites and systems going to be able to provide value to your organization, value to your constituents and live up to collective values?