BOSTON - eMetrics€¦ · Measuring Your Organization’s Web Analytics Maturity Speaker: Stéphane...

© 2013 Rising Media, Inc. 1 www.predictiveanalyticsworld.com

CHRISBROGAN

Hyatt Corporation

TIM ZUE

Boston Red Sox

STEVEPETITPASMicrosoft

Corporation

STEPHANIEPIKE

Office Depot

ALEXANDRA SOUBRIERUnilever

JIMSTERNEeMetrics Summit

www.emetrics.org/boston

PRODUCED BY

DiamondSponsor

CONFERENCEPREVIEW

KEYNOTE SPEAKERS

BOSTONSEAPORT WORLD TRADE CENTER

LifetimeAssociationPartner

TIMGOUDIE

The Coca-Cola Company

MARGARETDIGIORGIO

Unilever


An Invitation

Dear Digital Analytics Professionals,The Boston 2013 edition of the eMetrics Summit is shaping up to be one of the biggest, more informative, most networking-rich environment we’ve ever produced.

Join us in Boston to:

Investigate

• Social media & mobile analytics • Search & content analytics • B2B case studies • Analytics & ROI best practices

Optimize

• Marketing Attribution • Customer experience • B2B case studies • Testing strategies

Strategize

• Big Data • Privacy Complexities • Building Analytics Culture • Finding Analysts

Soak up intelligence from

• Keynotes & Breakouts • Workshops • Roundtable discussions • Unparalleled networking

We strive to deliver the most important topics, most powerful speakers and the most groundbreaking insights. You’ll hear from leaders in industry, including: Allstate Insurance, Boston Red Sox, CareerBuilder.com, The Coca-Cola Company, Dell, Ernst & Young, FedEx, Hyatt Corporation, Microsoft, Nationwide Insurance, Office Depot, Unilever and many more.

As part of Data Driven Business Week, this is an eMetrics Summit you do not want to miss.

We look forward to seeing you there.

Jim Sterne, FoundereMetrics Summit

Table of ContentsAgenda Overview .........................3

Session Descriptions ......................6

Conference Workshops ...............20

Keynote Bios ................................22

Registration .................................26

Hotel/Location .............................27

Sponsors .......................................27

Sponsor Profiles ...........................28

Stay Engaged


Agenda Overview

Monday, September 30, 2013

7:30 - 8:45am Registration & Networking Breakfast

8:00 - 8:45am Newcomers OrientationJim Sterne, eMetrics Summit

8:45 - 8:50am Conference Chair Welcome RemarksJim Sterne, eMetrics Summit

8:50 - 8:55am DAA Welcome

8:55 - 9:15am

Diamond Sponsor PresentationMeasure Right, Manage Forward, Mobile Makes a Difference

Eric Feinberg, ForeSee

9:20 - 10:15amKeynote

Leveraging Reviews: Opinion is MoneyChris Brogan, Hyatt Corporation

10:00 - 10:30am Exhibits & Morning Coffee Break

Tracks

10:30 - 10:35am Gold Sponsor Presentation Gold Sponsor Presentation Gold Sponsor Presentation

10:35 - 11:15amGetting S.M.A.R.T. with

Mobile AppsGreg Dowling, Ernst & Young

Measuring Your Organization’s Web Analytics Maturity

Stéphane Hamel, Cardinal Path

How I Grew From a One Man Band to a Chamber Orchestra

Lisa Romao, Save the Children

11:20am - 12:05pm

Moving to Mobile: Navigating the Creation of an Exceptional

Mobile ExperienceLiz Pastor, CareerBuilder.com

Analytics Strategy and Roadmap

Tony Stagg, thinkDigital

Regression Isn’t Enough Bruce Johnson, Nationwide

Insurance

12:05 - 1:30pm Lunch in Exhibit Hall

1:30 - 2:15pmThe Joy of Mobile Analytics

Jerie Dahlman, Allstate Insurance

Data Credibility - Or Don’t Bother with Insights

Kevin Jemison, Hilton Worldwide

Optimizing the Customer Experience

Andy Fisher, Merkle

2:20 - 3:05pmData Driven Smartphone Experience Optimization

Mark Ryan, Extractable

Buying a Stairway to Viewthrough

Dominic Tassone, The Encima Group

Establishing an Analytics Framework and a Data-Driven Culture

Feras Alhlou, E-Nor

3:05 - 3:30pm Exhibits & Afternoon Break

3:30 - 4:15pmMobile Analytics Meets CRM

Carolyn Eckhaus, MerkleBruce Hershey, Merkle

Predicting Your Way to CMOGregory Ng, Brooks Bell

Developing an Effective Conversion

Optimization StrategyChris Goward, WiderFunnel Marketing

4:20 - 4:45pmLightning Round of 2-Minute Sponsor Presentations

4:45 - 5:30pmKeynote

Agile, Customer Centric and Data Driven: My Dream Venn DiagramStephanie Pike, Office Depot

5:30 - 7:00pmNetworking Reception

Sponsored by:


Tuesday, October 1, 2013

7:45 - 8:45am Registration & Networking Breakfast

8:45 - 8:50am Conference Chair Welcome RemarksJim Sterne, eMetrics Summit

8:50 - 9:10am Diamond Sponsor Presentation

9:10 - 9:50amKeynote

Ninety Percent is MentalTim Zue, Boston Red Sox

9:50 - 10:45am Formal Roundtable Discussions

10:45 - 11:15am Exhibits & Morning Coffee Break

Tracks

11:15 - 11:20am Gold Sponsor Presentation Gold Sponsor Presentation Gold Sponsor Presentation

11:20am - 12:00pmSearch Marketing in the

Boardroom: BI, ROI, Oh My!Seth Besmertnik, Conductor

To Be AnnouncedJohn Lovett,

Web Analytics Demystified

Enhancing Google Enhanced Campaigns

Kim Toomey, Anvil Media

12:00 - 1:30pm DAA Industry Meeting (Lunch Included) Lunch in Exhibit Hall

1:30 - 2:15pm

The Art of Being an Analyst - and the

Road to ManagementSteen Rasmussen, IIH Nordic

Krista Seiden, Google

Analytics of the FutureBrian Melinat, Dell

How to Master the Art of Dashboard DesignJennifer Veesenmeyer,

Merkle Analytics

2:20 - 3:00pm

Three Frameworks in Forty Minutes

Stéphane Hamel, Cardinal PathDylan Lewis, Intuit

Carey Wilkins, Evolytics

Optimizing Social ContentEli Singer, Entrinsic

Tracking SEO Success in an Age of (Not Provided)Tyson Kirksey, Vertical Nerve

3:00 - 3:30pm Exhibits & Afternoon Break

3:30 - 4:10pm

Running an Analytics AgencyGary Angel, Semphonic

Chris Goward, WiderFunnel Marketing

Mark Ryan, ExtractableErnie Cote, VerticalNerve

Evolving General Mill’s Data-Driven Culture

Andrew Janis, General Mills

Reducing Time to InsightThomas Bosilevac, MashableMetrics

4:15 - 5:00pm

KeynoteThe Avinash Program & Owned Media KPIs at Unilever

Margaret DiGiorgio, UnileverAlexandra Soubrier, Unilever

6:00 - 7:00pm Web Analytics Wednesday

7:00 - 10:00pm DAA Event

Agenda Overview


Wednesday, October 2, 2013

7:45 - 8:45 am Registration & Networking Breakfast

8:45 - 8:50 am Conference Chair Welcome RemarksJim Sterne, eMetrics Summit

8:50 - 9:10 am Diamond Sponsor Presentation

9:10 - 9:50 amKeynote

From Data to Insights to Action in Real LifeSteve Petitpas, Microsoft Corporation

9:50 - 10:20 am Morning Coffee Break

Tracks

10:20 - 11:10 amAnalyzing Data Across Devices

Adam Rosenberg, Intuit

Strategy on a ShoestringDana Todd, Aftermath

How to Make Predictive Optimization Work for

Your BusinessJames Niehaus, Symantec

11:15am - 12:00pm Mobile Search TacticsRachel Pasqua, iCrossing

Analytics Governance - a Conversation

Balaji Ram, RetailMeNot, Inc.James Niehaus, SymantecSteve Petitpas, Microsoft

Corporation

Maintaining Sanity, Measurement and

Visibility Through RedesignBarbara Coll, Webmama.com Inc.

12:00 - 1:00pm Lunch

1:30 - 2:15pmBig Data Comes to Mobile - a Loyalty Card PerspectiveAndy Miller, Constant Contact

Establishing an Analytics Framework and a

Data-Driven CultureFeras Alhlou, E-Nor

Attribution - Credit Where Credit is Due

Woody Meachum, OMDJim Novo, The Drilling Down Project

Tracks

2:20 - 3:05pmHow to Build a Cost Effective,

High Value Analytics TeamGautam Madiman, Autodesk

Augmenting Forecasting with Social Media Data

Gary Angel, Semphonic

Cisco Has ESPAmanda Kahlow, 6Sense Insights Inc.

Jeffrey Puthussery, Cisco

3:05 - 3:30pm Afternoon Break

3:30 - 4:15pm

Web Optimization Process Management

Tim Wilson, Web Analytics Demystified

Facebook Media ROIDaniel Herdean, WebHue

Catalin Iuga, WebHue

Behavioral Marketing from the Trenches

Angel Morales, SmarterRemarketer, LLC

4:20 - 5:10pmKeynote

Coca-Cola Gets SocialTim Goudie, The Coca-Cola Company

5:10 - 5:30pm Conference Chair Closing RemarksJim Sterne, eMetrics Summit

Agenda Overview


Session DescriptionsMonday, September, 30, 2013

Monday, September 30, 2013

7:30am-8:45am

Registration & Networking Breakfast

8:00am-8:45am

Newcomers OrientationSpeaker: Jim Sterne, Founder, eMetrics Summit

First time at an eMetrics Summit? I know how you feel. Granted, it’s been 11 years since I was at the first one in Santa Barbara. But that’s why I’m the right guy to introduce you to the eMetrics Summit culture. I’m Jim Sterne, the founder, and I’d like to introduce you to the whole eMetrics Summit experience.

I’ll give you a little background, a little history and explain what you can expect to get out of it. I will also introduce you to some of the industry notables and demonstrate just how accessible they can be.

I will also encourage you to step slightly outside of your comfort zone and help you get the most out of your time at here. Of course, I’ll go over the logistics and the tracks and the time table. But my real goal is to make you feel at home… all before the opening keynote.

8:45 - 8:50am

Conference Chair Welcome RemarksSpeaker: Jim Sterne, Founder, eMetrics Summit

8:50 - 8:55am

DAA Welcome

8:55 - 9:15am

Diamond Sponsor Presentation

Measure Right, Manage Forward, Mobile Makes a DifferenceSpeaker: Eric Feinberg, Senior Director of Mobile, Media and Entertainment, ForeSee

Modern consumers are everywhere, all of the time. As this new generation of customer continues to evolve, with mobile customer experience as the change agent, so must the analytics used to measure the experiences they have with companies and organizations. ForeSee Senior Director of Mobile, Media and Entertainment, Eric Feinberg, will discuss Next Generation Customer Experience Analytics as a system of metrics that goes beyond single-number measurements and eliminates outdated metric silos to better support today’s multi-channel, multi-device world we live in. He will explain what this new generation of predictive analytics needs to be and how it can help you create an analytics platform that allows you to measure right and manage forward.

9:20 - 10:15am

Keynote

Leveraging Reviews: Opinion is MoneySpeaker: Chris Brogan, SVP of Strategy & Analytics, Hyatt Corporation

Hotels are primarily a service business where success and profitability are determined by the perceived quality of that service. Increasingly, hotel success is influenced by review sites such as Hotels.com, Expedia and Trip Advisor. Chris outlines how Hyatt makes the most of media mix models and a new form of sentiment analysis to “monetize” the impact of customer satisfaction - via predictive modeling. Enhance your understanding of the business relevance of social media as Chris shares his experience, and reveals his insights.


10:00 - 10:30am

Exhibits & Morning Coffee Break

10:30 - 10:35am

Gold Sponsor Presentation

10:30 - 10:35am


10:30 - 10:35am


10:35 - 11:15am

Getting S.M.A.R.T. with Mobile AppsSpeaker: Greg Dowling, Senior Manager, Ernst & Young

Strategy, Measurement, Analysis, Reporting and Tactics are an analyst’s best friends. With mobile technologies putting the Internet in everyone’s pocket and with an expanding apps market taking the possibilities to dizzying new heights, these friends become crucial colleagues in an effort to make sense of it all. Now that mobile applications are assuming a central role in the Internet equation, the trick is to make sure your investment pays off. Greg focuses his fine consulting skills on describing the new metrics strategies required. Organizations need to get S.M.A.R.T with mobile apps - Greg is here to help.

10:35 - 11:15am

Measuring Your Organization’s Web Analytics MaturitySpeaker: Stéphane Hamel, Author of the Online Analytics Maturity Model (OAM, Cardinal Path)

Back by popular demand, Stéphane steps back from traditional web analytics tactics and looks at the key drivers of successful analytics practices. From the essence of analytics (driving business success) to the most optimal and realistic approach to web analytics, Stéphane presents the Online Analytics Maturity Model - a holistic approach being adopted by practitioners, consultants and vendors worldwide as an effective approach to optimizing your online marketing optimization practices.

10:35 - 11:15am

How I Grew From a One Man Band to a Chamber OrchestraSpeaker: Lisa Romao, Web Analyst, Save the Children

Everybody today has too much to do and too few resources to do it. How do you get the most out of the least? Smart people and free tools. Lisa shares her secrets as an Analyst for a global nonprofit organization that philosophically embraced analytics on a shoestring budget and then, gradually, allowed Lisa to grow her team. From the a one-man-band responsible for re-implementations on the fly and developing multi-channel attribution tagging strategies, Lisa’s team is mining mountains of social media and web data and fast-tracking actionable insights. Learn how to find the potential for significant improvement when your staff is lean, your tools are cost-free, and your team is small but extremely agile - and why volunteers are your very best friends.



11:20am - 12:05pm

Moving to Mobile: Navigating the Creation of an Exceptional Mobile ExperienceSpeaker: Liz Pastor, Vice President of Product, CareerBuilder.com

How do we translate the success of our online platforms to mobile? Liz shares her first-hand knowledge from CareerBuilder’s journey through building a mobile product that listens to, engages with and provides a quality experience for customers. From developing a new mobile engagement model for its industry, to measuring impact and capturing the right data, Liz will explore how to effectively (and not so effectively) quantify the voice of the customer and user experience data to create a premium mobile experience, as well as challenges and successes resulting from her efforts.

11:20am - 12:05pm

Analytics Strategy and RoadmapSpeaker: Tony Stagg, Digital Marketing Strategist and Web Analytics Consultant, thinkDigital

Getting an organization to adopt a data-driven strategy is the first step. Getting them to change their ways is another matter. Most people are unwilling to take a first step without a clear destination, complete with waypoints and specific hotels booked months in advance. Tony has charted out the journey in advance so that even the most timid executives can feel confident that the next step forward is in the right direction.

11:20am - 12:05pm

Regression Isn’t EnoughSpeaker: Bruce Johnson, Director, Marketing Analytics, Nationwide Insurance

Most marketing mix models rely solely on multivariate regression. Unfortunately, this methodology can be misapplied even by market-leading companies. Worse still, when correctly applied this methodology can produce inconclusive if not flawed results, leading to lower demand generation and decreased marketing ROI. This presentation explores a case in which regression techniques fail to identify an insight that could have cost millions in misspent advertising, how that pitfall was avoided, and shares a glimpse of a new econometric technique utilizing the mathematical theory of dynamical systems to re-center marketing mix modeling around the consumer.

12:05pm - 1:30pm

Lunch in Exhibit Hall

1:30pm - 2:15pm

The Joy of Mobile AnalyticsSpeaker: Jerie Dahlman, Lead Mobile Web Analyst, Allstate Insurance

Discover the joy of mobile analytics as Jerie examines successful strategies for getting your mobile analytics implementations right the first time, identifies distinct metrics that are appropriate for understanding your mobile visitors and explores opportunities for including metrics for the newest mobile features. From the trenches of implementation and analysis, Jerie shares insights and tips to strengthen your organization’s mobile analytics including key metrics for understanding the effectiveness of responsive websites for mobile visitors and a maturity model for assessing your company’s Responsive Design level.



1:30pm - 2:15pm

Data Credibility - Or Don’t Bother with InsightsSpeaker: Kevin Jemison, Digital Analytics Architect, Hilton Worldwide

The value in Digital Intelligence is in the delivery of actionable, data driven recommendations for optimizing revenue and improving consumer experiences. But without sufficient confidence in the data, an organization is apt to discount the potential impact of those recommendations. Kevin shares data definition and management processes that can:

• Ensure consistent, reliable and repeatable data

• Increase the understanding of Web analytics data and reports

• Fortify alignment between Web analytics tactics and big-picture goals

• Augment the analysts’ integrity in the eyes of the organization

1:30pm - 2:15pm

Optimizing the Customer ExperienceSpeaker: Andy Fisher, Chief Analytics Officer, Merkle

A good customer experience is much like obscenity - it’s hard to define but you know it when you see it. It’s our job to understand what it’s like trying to do business with our organizations. How hard is it to find the information that’s needed, when it’s needed? Now that the pressure is on, you need to get your data to reveal insights faster than ever. You need to communicate the insights you’ve dug out of that data to those who might use it to make valuable decisions. Sage advice, mistakes to avoid and tips and tricks for ensuring a solid understanding of what customer analytics is like in a multichannel ecosystem on a day to day basis.

2:20pm - 3:05pm

Data Driven Smartphone Experience OptimizationSpeaker: Mark Ryan, Founder, Extractable

User experience on smartphones and tablets can be quite painful. Using a variety of examples, Mark delves into some cutting edge cases of using integrated analytics from multiple sources to improve mobile customer experience and conversion. Site visitors are physically interacting with sites by orientating devices, swiping the screen, and walking while engaging with a web site. Mark reviews how various sites built for smart phones and tablets are utilizing analytics to better engage these visitors on the go and answer questions like: How often does a session start in one orientation (i.e. vertical) and then end in another (i.e. horizontal)? Are there specific devices that cause visitors to be more picky about their toolsets? Do certain mobile platforms inspire different user behaviors?

2:20pm - 3:05pm

Buying a Stairway to ViewthroughSpeaker: Dominic Tassone, VP of Digital Analytics and Operations, The Encima Group

Despite improved targeting, most display clickthrough rates have dropped and measuring passive response/brand impact to digital media (display, video) has become a more workable option using viewthrough measurement. Dominic discusses the work of the Viewthrough Measurement Consortium as an industry effort to standardize this metric that promises to provide digital marketers with a much better understanding of digital media effectiveness and branding. He covers “how to get there” through a stair-step progression to improved viewthrough measurement and a better understanding of interaction across often-siloed digital channels.



2:20pm - 3:05pm

Establishing an Analytics Framework and a Data-Driven CultureSpeaker: Feras Alhlou, President & Principal Consultant, E-Nor

As analytics requires more and more moving parts and more people, a framework is required to help everybody understand their roles in the process of generating insights. But a cultural change is necessary as well. Feras showcases how a Fortune 500 company created a measurement-driven culture when big data is thrown into the mix. He shares how they to embraced analytics as a culture and accomplished goals with limited resources and lack of education.

3:05pm - 3:30pm

Exhibits & Afternoon Break

3:30pm - 4:15pm

Mobile Analytics Meets CRMSpeakers: Carolyn Eckhaus, Mobile Analytics Practice Lead, Merkle

Bruce Hershey, Sr. Director, Mobile Strategy, Merkle

Are you an analytics practitioner trying to integrate mobile analytics into your overall measurement strategy? Are you a marketer struggling to integrate mobile insights into your CRM strategy? Carolyn and Bruce explain how they team up as Analyst and Marketer to leverage mobile analytics for CRM. They get down into the weeds and discuss how to solve key challenges such as identifying customers across mobile devices, integrating mobile with other channels and targeting based on anonymous data. They show how to

create contact strategies that align to brand segments based on behaviors, habits and/or preferences. They also bet you a drink at the Lobby Bar that even the most experienced practitioner will hear something new.

3:30pm - 4:15pm

Predicting Your Way to CMOSpeaker: Gregory Ng, Chief Strategy Officer and CMO, Brooks Bell

As marketers begin to rely on predictive models to forecast business outcomes, a new problem merges: scaling one-to-one relationships with an emphasis on the human experience. Gregory offers a new set of metrics for success for today’s marketing programs, and proposes a new metrics framework for the data-driven CMO. He then offers five tips on how a senior-level analyst or marketing manager can master the latest trends and become successful leaders in today’s data-driven market. Are you ready to take the next step and become a data-driven CMO?

3:30pm - 4:15pm

Developing an Effective Conversion Optimization StrategySpeaker: Chris Goward, Co-Founder and CEO, WiderFunnel Marketing

The old saying goes that if you want to increase conversion rates, stop advertising and then only buyers will come to your website. While that may be true, it is also true that improving your conversion rate is really improving the customer experience on your site - with monetary proof. Chris takes conversion optimization seriously and shows how to develop an effective strategy for conversions, how to determine the efficacy of your



advertising efforts and conversion’s correlation to lead generation and overall revenue. You know conversion rates and optimization are critical in today’s digital marketplace - come learn the advanced tactics that effectively increase conversion rates on landing pages.

4:20pm - 4:45pm

Lightning Round of 2-Minute Sponsor Presentations

4:45pm - 5:30pm

Keynote

Agile, Customer Centric and Data Driven: My Dream Venn DiagramSpeaker: Stephanie Pike, Vice President, Global eCommerce, Office Depot

Dispersed data silos, recalcitrant technology, proliferating touchpoints, restrictive budgets, nay-sayers, old-schoolers and progressively demanding customers make managing cross-functional teams a worthy challenge. Stephanie delves into the B2B side of marketing, merchandising and brand management in a multi-device, omnichannel world. Learn what it takes to shape the people, process and technology across more than 70 websites at this $11 billion office supply giant, including the three most important things to know about tag management, what really works for mobile management at the moment and what it takes to bind Voice Of Customer data with behavioral data - at scale.

5:30pm - 7:00pm

Networking ReceptionSponsored By:

Tuesday, October 1, 2013

7:45am-8:45am


8:45 - 8:50am


8:50 - 9:10am


9:10 - 9:50am

Keynote

Ninety Percent is MentalSpeaker: Tim Zue, Vice President, Business Development, Boston Red Sox

Last year, members of the Digital Analytics Association spent an evening at Fenway Park with Tim. This year, Tim comes to us and shares his analysis of America’s favorite pastime. Fan surveys, ticket pricing, concession stand sales, parking prices and customer segmentation all help Tim keep his eye on the business side of the game.

9:50 - 10:45am

Formal Roundtable Discussions

10:45 - 11:15am

Exhibits & Morning Coffee Break

11:15 - 11:20am


Session DescriptionsMonday, September, 30 - Tuesday, October 1, 2013


11:15 - 11:20am


11:15 - 11:20am


11:20am - 12:00pm

Search Marketing in the Boardroom: BI, ROI, Oh My!Speaker: Seth Besmertnik, CEO, Conductor

SEO programs must be run with the same level of accountability and predictability as paid search. They need advanced tools and technologies in place to measure the return on investment of their SEO efforts, drive executive visibility and buy-in for natural search budget and headcount, and create a predictable model for revenue growth from natural search. Seth discusses how SEO has evolved as a profession, the demand for real-time business intelligence and how SEO technology platforms have advanced. He uses real-world, Fortune 500 examples of combining business, marketing and search analytics data to gain total visibility into the success of their search programs.

11:20am - 12:00pm

To Be AnnouncedSpeaker: John Lovett, Senior Partner, Web Analytics Demystified

11:20am - 12:00pm

Enhancing Google Enhanced CampaignsSpeaker: Kim Toomey, Digital Strategist, Anvil Media

Kim looks at the best ways to integrate analytics and new data behind Google’s enhanced campaigns. Why? To maximize ROI for PPC campaigns including advanced bidding strategies (how do I adjust my bids for location, device and time of day?), scheduling site links effectively and successfully utilizing advanced conversion metrics. Along with best practices, Kim provides client case studies from a combination of B2B and B2C clients for this true nuts-and-bolts presentation.

12:00pm - 1:30pm

DAA Industry Meeting (Lunch Included)

12:00pm - 1:30pm

Lunch in Exhibit Hall

1:30pm - 2:15pm

The Art of Being an Analyst - and the Road to ManagementSpeakers: Steen Rasmussen, Senior Partner and Scandinavian Online Optimisation Specialist, IIH Nordic

Krista Seiden, Product Marketing Manager, Google

Being an Analyst offers new insight into business and an opportunity to shape the future of a company - but often the workday isn’t all that was promised in the

Session DescriptionsTuesday, October 1, 2013


job description. Krista reviews frustrations found in a day-in-the-life of an analyst and discusses ways to improve the work that you do. Steen then offers an operational framework around the analyst to help cut through some of the politics, lack of data and reporting by creating value. Together, Krista and Steen show how to reduce the amount of time needed to do the basics - to open the door to doing true actionable analytics. Practical cases, reflections and exercises help identify the barriers, hidden agents, drivers and many other factors that define the art of being an digital analyst - and pave the way to becoming an analytics manager.

1:30pm - 2:15pm

Analytics of the FutureSpeaker: Brian Melinat, Social Media Listening Consultant, Dell

Helping business leaders understand how social media impacts brand health requires baselining the long-term impacts of overriding campaigns and overlaying specific, social events. Sometimes popular, short hand calculations to calculate Customer Lifetime Value can be useful, but these methods have flaws. Brians review various means of measuring social media ROI from cutting edge approaches to media mixed modeling to simplified calculation methods and outlines the benefits of each. Then, he takes a look at the transformation analytics will make in the next few decades, from influencing business decision makers to actually owning the decisions.

1:30pm - 2:15pm

How to Master the Art of Dashboard DesignSpeaker: Jennifer Veesenmeyer, VP, Digital Analytics, Merkle Analytics

Executive dashboards are often the most high profile expression of analytics in an organization. Jennifer delivers a crash course on creating exceptional

dashboards that give you much-coveted visibility with the executive team. Jennifer will compare all the top dashboard tools and a few lesser-knowns. Then she’ll share her best tips for dashboard layouts and data visualization. If you’re looking for a way to boost your digital analytics career, you won’t want to miss this session.

2:20pm - 3:00pm

Three Frameworks in Forty MinutesSpeakers: Stéphane Hamel, Author of the Online Analytics Maturity Model (OAM, Cardinal Path

Dylan Lewis, Group Manager, Web Measurement, Intuit

Carey Wilkins, Partner & President, Evolytics

Getting the work done well requires a roadmap. Whether you are trying to improve your hiring practices, your testing methods, your analytics maturity or getting your entire organization to embrace digital analytics for brand growth, these three cartographers outline the path from the seas of uncertainty, through the swamps of setbacks, up the slopes of hope to the pinnacle of best practices. Bring your own compass.

2:20pm - 3:00pm

Optimizing Social ContentSpeaker: Eli Singer, President and Founder, Entrinsic

How long should it take to see traction for a socially-driven campaign? How can campaigns be jump-started? Is it the content or the platform? If these are the questions you’re seeking answers for, attend this session to see how marketers are testing content across platforms in real-time through the use of intuitive dashboards. See how adjustments can be made on the fly to maximize ROI. Best practices will be illustrated through brief case studies across industries including finance, B2C and non-profit organizations.



2:20pm - 3:00pm

Tracking SEO Success in an Age of (Not Provided)Speaker: Tyson Kirksey, Vice President, Analytics and SEM, Vertical Nerve

Measuring SEO success has become increasingly more (not provided) ever since Google first decided to (not provided) back in (not provided). Since that time, more and (not provided) queries are hidden, and SEOs everywhere are (not provided) mad. OK, you get the picture? Unfortunately, it’s only getting worse, so let’s just learn to deal with it. Very soon, encrypted search will be the norm and even getting a sniff of a raw search query will be reminisced about. Even in this environment, it is still possible to measure SEO success (and no, we’re not going back to ranking reports!). Join us as we explore savvy techniques for determining if your SEO strategy is on the way up or on the way out.

3:00pm - 3:30pm

Exhibits & Afternoon Break

3:30pm - 4:10pm

Running an Analytics AgencySpeakers: Gary Angel, President & CTO, Semphonic

Chris Goward, Co-Founder & CEO, WiderFunnel Marketing

Mark Ryan, Founder, Extractable

Ernie Cote, EVP & General Manager, VerticalNerve

This panel of analytics agency executives have built up their practices from scratch. They offer up insight from managing analysts and managing clients to calculating cash flow. It takes unique skills to sell a product that

is dependent on the client’s data quality, intellectual capacity and ability to realize that reality is often different from their expectations. If you run an analytics agency or contract with one, bring your questions for a very open, very genuine look at the Insights-As-A-Service business.

3:30pm - 4:10pm

Evolving General Mill’s Data-Driven CultureSpeaker: Andrew Janis, Consumer Insights, General Mills

General Mills has been advancing their traditional, highly successful brand marketing organization into the always-on, digital and data-driven environment. By blending brand, social, email, agencies and site teams, and rallying around new digital business intelligence opportunities, an internal evolution is in process. Andrew describes how educating stakeholders on the possibilities possible and providing strategic direction on using consumer behavior data can spark a large organization to make a huge shift and get people on board with the vision. Then, he he gets specific about translating this crusade to the direct support of the campaigns from data for campaign ideation, campaign optimization in market and post-campaign insights generation.

3:30pm - 4:10pm

Reducing Time to InsightSpeaker: Thomas Bosilevac, Chief Insight Officer, MashableMetrics

Collecting data, cleaning it, re-formatting it, integrating it with other data, and all the rest are required before putting on the old thinking cap and coming up with



brilliant insights for your organization. While all that grunt work is necessary, your value to the organization is the insights you deliver. Think data mining - they want the gold! How do you deliver more gold? Thomas delivers practical advice on taming the data deluge so you can deliver insights faster.

4:15pm - 5:00pm

Keynote

The Avinash Program & Owned Media KPIs at UnileverSpeakers: Margaret DiGiorgio, Global Director Digital Marketing Services, Unilever

Alexandra Soubrier, Senior Manager Marketing Analytics, Unilever

When Avinash Kaushik tells your senior management they have a huge opportunity, his advice comes from extensive research into your industry, your company and your competition. Unilever took him at his word and set out to transform how they approached digital. A key component of the program was establishing new standards for Owned Media KPIs to provide transparency and drive optimization. Margaret and Alexandra share the ups and downs of their journey creating standards for Owned Media and some lessons learned from analyzing brand communication across Paid, Owned and Earned Media.

6:00pm - 7:00pm

Web Analytics Wednesday

7:00pm - 10:00pm

DAA Event

Wednesday, October 2, 2013

7:45am-8:45am


8:45 - 8:50am


8:50 - 9:10am


9:10 - 9:50am

Keynote

From Data to Insights to Action in Real LifeSpeaker: Steve Petitpas, General Manager, Microsoft.com, Studios & Event Marketing, Microsoft Corporation

Senior executives don’t want the details, but they do want to know how to raise revenue, lower costs, increase customer satisfaction and leverage employee talent. Steve shares the thrill of victory and the agony of defeat when communicating conclusions and driving decisions for positive business outcomes. Steve has researched the patterns of communication that got the right people to make the best decisions. If you’re meeting with executives to explain your analysis (and if not, then it’s time to start) Steve’s candid advice will help you make these meetings more successful.

9:50 - 10:20am

Morning Coffee Break

Session DescriptionsTuesday, October 1 - Wednesday, October 2, 2013


10:20 - 11:10am

Analyzing Data Across DevicesSpeaker: Adam Rosenberg, Senior Business Analyst, Intuit

Mobile presents a unique challenge in a multi-device world that is tracked with device-locked beacons. Adam describes how Intuit integrates data from Mobile Web, Marketing and Apps with other data sources to create a full picture of the user experience. He discusses how to leverage mobile data, create a vision of how mobile fits in your business environment and how that advantage can drive decision-making to keep pace with the rapidly growing base of mobile device users.

10:20 - 11:10am

Strategy on a ShoestringSpeaker: Dana Todd, Chief Marketing Officer, Aftermath

Just five months ago, Dana became CMO of a national service company that does crime scene and trauma cleanup that’s at square one from a digital marketing perspective. Dana was one of the pioneers of the online marketing industry: Chairman of the Board of SEMPO, co-founder of an ad serving platform start-up, on the Board of the San Diego Software Industry Council and Global SVP of Publicis Groupe’s lead performance marketing agency. With all of the knowledge and experience of a gifted digital marketer all the no-cost technology she could afford to implement, Dana was tasked with getting the most out of the least. In this session, she shares the advice she’s giving her toughest client: herself. Learn how she combed through records to revise their social media and direct mail campaigns. Learn about her content strategy and how she’s measuring outcomes, Want to know how to develop a strategy without a budget? You came to the right session.

10:20 - 11:10am

How to Make Predictive Optimization Work for Your BusinessSpeaker: James Niehaus, Director of Optimization and Web Analytics, Symantec

There is a lot of talk in the industry about personalization, machine learning, modeling, and predictive analytics but it’s not as easy as hiring a data scientist or buying a fancy new tool. Implementing a predictive analytics practice is only the first step in the process. The hardest and most important part is actually taking action on insights in real time. James delivers lessons from rapidly scaling predictive optimization across a global eCommerce business. Learn what worked, what didn’t work, and what to look out for from the people, the process and the tools.

11:15am - 12:00pm

Mobile Search TacticsSpeaker: Rachel Pasqua, VP, Mobile, iCrossing

Search has gone local AND mobile. Local search accounts for 40% of all Google searches with estimates that, in the next 18 months, 15-30% of searches will take place on mobile devices. With this critical mass achieved, marketers have real opportunities to drive traffic via mobile phones, learn what you can do to attract customers and stay ahead of the competition. Rachel takes us inside the mobile search war room and provides insight into the state of the mobile search industry, paid and natural search strategies and tactics, and analytics and landing page optimization.

Session DescriptionsWednesday, October 2, 2013


11:15am - 12:00pm

Analytics Governance - a ConversationSpeakers: Balaji Ram, Vice President, Global Analytics, BI & Optimization, RetailMeNot, Inc.

James Niehaus, Director of Optimization & Web Analytics, Symantec

Steve Petitpas, General Manager, Microsoft.com, Studios & Event Marketing, Microsoft

Who owns the systems? Who owns the data? Who owns the analysts? Should analytics be Centralized? Distributed? Democratized? Not all organizations are alike. Governance models must adapt to fit the industry, size of the organization and the corporate culture. Some of the most experienced analytics executives grace our stage to discuss the trickier parts of planning, growing and governing a data-driven organization.

11:15am - 12:00pm

Maintaining Sanity, Measurement and Visibility Through RedesignSpeaker: Barbara Coll, CEO, Webmama.com Inc.

Redesigns, like death and taxes can only be ignored for so long. When your time comes, how do you prepare and then interpret the resulting value of redesign efforts? What will be the effects on organic search visibility and resulting traffic? Will you be able to compare apples to apples or will other fruit enter into the picture? Barbara, who has helped countless clients preserve their search mojo during a redesign delivers advice on what to measure to prove your success and what to ignore to maintain your sanity. BONUS: Walk away with the top 10 search/metrics-related things to do when redesigning a site.

12:00pm - 1:00pm

Lunch

1:30pm - 2:15pm

Big Data Comes to Mobile - a Loyalty Card PerspectiveSpeaker: Andy Miller, Director of Mobile Products, Constant Contact

Mobile marketing is creating an entirely new set of consumer data points that provide insight into everyday interactions and engagement - a marketer’s dream. Translating that enormous amount of engagement data into useful, profitable insight can be difficult. Andy reveals how to leverage mountains of mobile marketing data to drive meaningful messaging and explores how marketers can most effectively master the mobile data tsunami.

1:30pm - 2:15pm

Big Data & AttributionSpeaker: Ned Kumar, Interactive Marketing Strategist, FedEx

Understanding cross-channel attribution is critical to gaining a comprehensive view of all touchpoints delivering value to consumers and to gleaning true insights into consumer intelligence. Ned describes a FedEx strategy to juice out insights from Big Data – Attribution. Customer valuation, optimal resource allocation and delivering relevant messages that are consistent across the various channels, platforms and touchpoints are the goal. Ned charts out the journey that created new pathways to customer intelligence and how those insights were used to further improve future go-to-market approaches.



1:30pm - 2:15pm

Attribution - Credit Where Credit is DueSpeakers: Woody Meachum, Director, Digital Strategy, OMD

Jim Novo, Owner, The Drilling Down Project

With an overwhelming number of touchpoints, most of which are out of your control, building an acceptable attribution model is the biggest challenge - and holds the biggest promise - of marketing mix management. But how do you reconcile claimed “success” across different channels and platforms when each is using different metrics? Assumptions must be trusted by everybody in advertising and a universal approach is needed to define value creation and sort out the contribution of different marketing channels. Woody and Jim describe how to expose the true drivers of success with a meal plan recipe for a digital analytics feast, an appetizer of analytical culture, a main course of data quality, a side dish of standardized measurement, and a dessert of formal testing. Learn how to optimize the entire customer experience as you strive to improve the individual dishes. You too can create results where the politics are thick, the calculations breathtaking and the results applauded.

2:20pm - 3:05pm

How to Build a Cost Effective, High Value Analytics TeamSpeaker: Gautam Madiman, Director, Web Analytics and Optimization, Autodesk

For years the digital analytics community had hoped for the evolution of the “super” analyst possessing the whole analytical toolkit: strong data management, integration and quality skills, analytical tool expertise, and the ability to translate business users’ requirements. This analyst would then combine those capabilities with the all-important ability to hypothesize and interpret the data to drive needle-moving action for the organization’s business. The reality is that today’s complex business requirements, and the explosion

of analytical tools, make such “super” analysts very rare. Gautam shares how to build blended teams that incorporate critical business facing specialists in-house with highly skilled, offshore resources.

2:20pm - 3:05pm

Augmenting Forecasting with Social Media DataSpeaker: Gary Angel, President & CTO, Semphonic

Building predictive models is a great way to drive better reporting AND cross over the barrier from reporting to analytics and traditional forecasting is significantly enhanced with Social Media research. Gary shows the essential elements in building a product launch or campaign forecast, including modeling of historical, econometric, sales, and brand data. But he takes this well beyond the traditional modeling realm by showing how Social Media sharpens forecasts and creates predictions in areas where little historical data exists. Learn how to move your reporting from building thermometers (what happened) to building barometers (what will happen).

2:20pm - 3:05pm

Cisco Has ESPSpeakers: Amanda Kahlow, CEO and Founder, 6Sense Insights Inc.

Jeffrey Puthussery, VP, Marketing, Global Demand Center, Cisco

Learn how Cisco is using big data to predict sales, improve marketing effectiveness and forecast business. Cisco uses a method called ESP—Enterprise Sales Predications — to understand in advance which prospects are likely to buy, what products/services interest them, when and how much they’ll buy. Get a sneak peak at their secret sauce, and deep dive insights into how these predictions drive sales and marketing and integrate with downstream systems (CRM, SFDC, marketing automation, and CMS for targeting and personalization).



3:05pm - 3:30pm

Afternoon Break

3:30pm - 4:15pm

Web Optimization Process ManagementSpeaker: Tim Wilson, Partner, Web Analytics Demystified

Consistently delivering business value requires more than tools. It requires instituting a repeatable process for identifying and prioritizing business questions, translating those questions into testable hypotheses, and applying the appropriate tools to reach actionable conclusions. In this session, Tim opens up his toolbox and shares his favorite tools, tips, and techniques for pivoting from “producing reports” to being the marketing department’s favorite partner.

3:30pm - 4:15pm

Facebook Media ROISpeakers: Daniel Herdean, Co-Founder and COO, WebHue

Catalin Iuga, Chief Analyst & Co-Founder, WebHue

What if your Facebook community was driving 2 to 3 times more revenue than you thought? Would you be a happier than a body builder directing traffic? Every Facebook post has brand ripple effect. This impact is measured in data you easily have access to. Daniel and Cat describe how regression analysis and coefficient thresholds can help determine the credit you attribute to an original FB post as well as spotting and measuring the ripple effect across other marketing channels. They show that clickers may drive $1,000 in revenue, but you can show your Facebook post made $4,000. You’ll be happier than Gallagher at a Farmers Market.

3:30pm - 4:15pm

Behavioral Marketing from the TrenchesSpeaker: Angel Morales, Founder, Chief Innovation Officer, SmarterRemarketer, LLC

Angel digs deep into the technology and the techniques that are re-defining and re-invigorating your relationships with your retail visitors and customers. From the basics of abandonment to the use of behavioral data to predict attrition and measure engagement (hint, it has nothing to do with time on site or page views), Angel dives into both automated and manual examples, shares real success metrics and discusses how behavioral data can unify your marketing channels for consistent (and intelligent) promotional messaging.

4:20pm - 5:10pm

Keynote

Coca-Cola Gets SocialSpeaker: Tim Goudie, Director of Social Media Sustainability Marketing, The Coca-Cola Company

Tim, a seriously switched-on marketing executive, helped introduce online marketing metrics and analytics to Global Interactive Marketing at The Coca-Cola Company. At the eMetrics Summit in 2006, he shared his personal journey of what it took to set that up. In 2008, he came back and gave us some insight into how this quintessential Brand corporation came to understand online measurement and determine how to connect it with selling soft drinks around the world. After a recent expatriate assignment in Cairo Egypt, he’s now returned to lead Social Media Sustainability Marketing. Tim reveals some of the successes and challenges global corporations face managing and measuring their brands in the socially digital world.

5:10pm - 5:30pm

Conference Chair Closing RemarksSpeaker: Jim Sterne, Founder, eMetrics Summit



Conference Workshops

Sunday, September 29, 2013

Introduction to Web Analytics 101Instructor:June Li, Founder and Managing Director, ClickInsight

The official Digital Analytics Association Base Camp work-shops deliver a solid foundation of online marketing ana-lytics knowledge and authoritative course material in a workshop environment. DAA Base Camp workshops are designed for marketers and analysts just getting started with web analytics and provide an excellent introduction.

Applying Web Analytics 102 – full day

• 9:00am to 4:00pm – Includes lunch and two15-minute breaks

• Regular Price: $1,050

• Onsite Price: $1,150

Combo Price: Register for both, and save up to $500

• Register for both the Intro to Web Analytics 101 and Web Analytics 102



What Will You Learn?Whether you are new to web analytics, new to web man-agement 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. In this introductory workshop you will learn about:

• Web metrics terminology and technology

• The most critical web metrics

• Key Performance Indicators

• How to derive business value from web analytics

• The skills you need (or need to look for in others) to build a web analytics powerhouse

• A process for creating a web analytics culture and making it stick in your organization

• How to gain executive buy-in

• Insight into optimizing your business with web analytics

• Getting started with visitor data analysis

Thursday, October 3, 2013

Applying Web Analytics 102Instructor:Jim Novo, Owner, The Drilling Down Project

The official Digital Analytics Association Base Camp work-shops deliver a solid foundation of online marketing ana-lytics knowledge and authoritative course material in a workshop environment. DAA Base Camp workshops are designed for marketers and analysts just getting started with web analytics and provide an excellent introduction.

Applying Web Analytics 102 – full day

• 9:00am to 4:00pm – Includes lunch and two15-minute breaks



Combo Price: Register for both, and save up to $500

• Register for both the Intro to Web Analytics 101 and Web Analytics 102



What Will You Learn?This workshop picks up where the Introduction left off, by taking attendees deeper into applying web analytics processes and insight into the pitfalls to avoid. You will learn the first steps to using web analytics to improve site design, email marketing/visitor life cycle, social me-dia marketing, conversion/lead optimization, improving return on ad spend (ROAS), search marketing, visitor sat-isfaction and goal completion. Other topics covered in-clude:

• How to enthuse others about web intelligence

• Distributing and communicating web analytics data

• How to improve your campaign performance & profitability

• How to incrementally tune your website to ensure peak performance

• A/B Split & Multivariate Testing

DAA Basecamp Workshops


Conference Workshops

Sunday, September 29, 2013

Mastering the Digital Analytics ProcessInstructor:Stéphane Hamel Director, Strategic Services, Cardinal Path

The lack of a systematic, proven methodology is the big-gest impediment to developing a culture of digital ana-lytics within organizations*. If you have more work than you can handle, more data than can possibly be analyzed, no management buy-in and you struggle to deliver good quality analysis and insight then this workshop is for you!

Will Cover:

• An efficient and proven five step process to conduct analysis based on Lean Six Sigma

• Address all aspects from stakeholder requirement gathering all the way through effective communication of insights

• Hands-on exercises and takeaways

• Pre- and post-workshop activities and follow-up

Workshop Schedule: 9:00am to 4:30pm

Workshop Description:Preliminary to attending the workshop, participants will be invited to complete an Online Analytics Maturity self-assessment and share some of the challenges they are facing. The workshop will kick-off with a review of those results and adapt the agenda based on the feedback re-ceived.

We will address the needs and necessity for a solid and proven problem solving and improvement methodology and how it can be perfectly suited for the digital analyt-ics function. You will learn about the fundamentals and which approaches are best suited to conduct efficient analysis and engage stakeholders in the process.

At the end of this workshop, you will have learned:

• A method for strategic evaluation of your current and desired digital analytics situation.

• How to leverage the six critical process areas of a data driven organization as demonstrated by the Online Analytics Maturity Model (OAMM).

• A systematic approach as well as tips & tricks to define realistic objectives aligned with your business…how to measure & achieve them!

• How to leverage Lean Six Sigma concepts in order to become an analyst super-star.

• How to communicate effectively, be a change agent and overcome political storms.

• Learn from several real-life examples, failures & successes.

Who Should Attend?The course is specifically designed for analysts of all back-grounds and levels of experience who want to become change agents in their organization, as well as digital marketers and managers who want to leverage digital analytics. The workshop is best suited to:

• Digital analysts and managers• Marketing and online marketing managers• E-commerce managers• Directors• IT directors and managers

Prerequisites• No knowledge of web analytics or a specific web

analytics solution is required• No knowledge of statistics or technology is required• Interest for digital strategies and measuring success

is a must!

Course MaterialPresentation hands out with annotations and exercises.

Additional infoVisit the Online Analytics Maturity section on CardinalPath.com.

Read the “Lean Six Sigma for Digital Analysts” and other articles on Online-Behavior.com

* Score of 1.5 out of 5 based on 234 opted-in Online Analytics Maturity self-assessments filled between December 2011 and December 2012.


Chris BroganSVP of Strategy & Analytics, Hyatt Corporation

Chris leads the implementation of a guest-centric data and CRM strategy for Hyatt. Chris began his analytic career at New Election Service where he organized vote tabulation and later served as the first Exit Poll Operations Manager for Voter News Service. He has also served as the VP of Strategy and Research for Fon-tainebleau Resorts and implemented the first Voice of the Customer program for Mandalay Resort Group.

Keynote: Leveraging Reviews: Opinion is Money

Margaret DiGiorgioGlobal Director Digital Marketing Services, Unilever

Margaret DiGiorgio is currently the Global Director Digital Marketing Services, IT at Unilever where she provides digital platforms and advisory services to help drive brilliant marketing for Unilever brands. Previ-ously, she was the Director Digital Marketing Services, Americas where she provided IT support for digital marketing across brands in the Americas.

Keynote: The Avinash Program & Owned Media KPIs at Unilever

Tim GoudieDirector of Social Media Sustainability Marketing, The Coca-Cola Company

Tim Goudie graduated from the University of Cape Town and started work in the Frozen Prepared Foods division of Irvin & Johnson in Cape Town, South Africa. He then completed a stint with A.W. Aujan & Sons, the distributor of Cadburys Chocolate in Al Khobar, Saudi Arabia. After that he managed the skin care brands Neutrogena & RoC at Johnson & Johnson in Dubai (UAE) for the Gulf Region for a few years, before final-ly settling in North America at Pillsbury in Toronto. In 1999 Tim began working for The Coca-Cola Company in Toronto, where he was the Sprite Brand Manager also with responsibility for all youth brands. Around this time he also obtained an MBA from the U.K.’s Leicester

University. Tim was then transferred to the head office of The Coca-Cola Company in Atlanta, Georgia to work in Sports Marketing first managing the NBA and then later managing the Asia Pacific Region for all Global Sports Properties. Tim is currently the Director of Social Media Sustainability Marketing.

Keynote: Coca-Cola Gets Social

Steve PetitpasGeneral Manager, Microsoft.com, Studios & Event Marketing, Microsoft Corporation

As General Manager for Microsoft.com, Production Studios & Events, Steve leads a group responsible for several of Microsoft’s key “owned” marketing chan-nels including corporate microsoft.com (a top 10 glob-al reach website); Microsoft Production Studios, which creates and distributes media productions for both in-ternal and external clients; and Microsoft’s Worldwide Events team.

Steve joined Microsoft in 1996 in the company’s MSN division, leading membership marketing on the US business and later as general manager of the MSN France business, in the Microsoft France subsidiary. Un-der Steve’s leadership the MSN France network of sites rose from 7th place in audience size to 2nd.

In 2005 Steve moved into marketing communications as head of Global Advertising for Microsoft. He acceler-ated Microsoft’s shift to greater use of digital market-ing communications vehicles and more than doubled the share of online in Microsoft’s advertising mix, sur-passing the spend in traditional media.

Before joining Microsoft, Steve worked in brand man-agement at the Quaker Oats Company (now part of Pepsico) managing major brands such as Quaker Oats oatmeal and the Cap’n Crunch line of cereals.

Steve is a marketing generalist who particularly en-joys creating great customer experiences through great products; and growing the business opportunity of those experiences with strategic marketing invest-ments informed and refined through data and analysis.

Keynote: From Data to Insights to Action in Real Life

Session: Analytics Governance – a Conversation

Keynote Bios


Keynote Bios

Stephanie PikeVice President, Global eCommerce, Office Depot

Stephanie Pike is Vice President, e-Commerce for Of-fice Depot. She is responsible for the strategic direction and operations of the Company’s e-Commerce website and mobile channels.

Prior to joining Office Depot, Stephanie served in a va-riety of online marketing leadership roles at Dell, Sears and Circuit City where she was instrumental at driving both innovation and sustained revenue and margin growth through digital channels. She has more than 10 years of e-Commerce strategy, product, merchandis-ing, marketing and analytics experience.

Keynote: Agile, Customer Centric and Data Driven: My Dream Venn Diagram

Alexandra SoubrierSenior Manager Marketing Analytics, Unilever

Alexandra graduated from the leading French Business School (HEC) and is also a Chartered Marketer (Post Graduate Diploma in Marketing from CIM, London) and a French chartered accountant. Alexandra started her career at Andersen in Paris in audit and business consulting. She then moved to Unilever in London and Geneva in various international commercial and mar-keting roles. Back in Paris, Alexandra worked in vari-ous listed companies in senior beauty marketing roles at Laboratoires Phyto-Lierac, LVMH and Dow , before returning to Unilever last year. Currently, Alexandra leads the marketing analytics strategy at Unilever for global markets covering consumer brands.

Keynote: The Avinash Program & Owned Media KPIs at Unilever

Jim SterneFounder eMetrics Summit

Jim Sterne is an international consultant focused on measuring the value of the online marketing for cre-ating and strengthening customer relationships since 1993. Sterne has written seven books on using the Internet for marketing, produces the eMetrics Sum-mit – www.emetrics.org and is co-founder and current Chairman of the Digital Analytics Association – www.DigitalAnalyticsAssociation.org.

Tim ZueVice President, Business Development Boston Red Sox

Tim Zue currently serves as Vice President of Business Development for the Boston Red Sox, but took an un-likely road to Fenway.

Zue graduated from the Massachusetts Institute of Technology a degree in Mechanical Engineering in 1999. Both of his parents as well as all three of his brothers also received their degrees from MIT. There he claimed the title for the 2.70 Robotics Design Com-petition.

Zue formerly worked for SolidWorks as a quality assur-ance engineer, Bain & Company as Associate Consul-tant and the Patrick Lyndon School as a teacher. Join-ing the Red Sox in 2003, Zue started as a summer intern before stepping into his current position and tacking on Fenway Sports Group responsibilities a year later.

Keynote: Ninety Percent is Mental


Registrationwww.emetrics.org/boston/2013/pricing

*20% Discount for Members of the Digital Analytics Association (Use Promo Code: DAADISCOUNT). 50% Discount for Government and Non-Profit employees. [Please contact [email protected] to see if you qualify] Discounts cannot be combined

**20% Discount for Members of the Digital Analytics Association (Use Promo Code: DAADISCOUNT).

Bring the Team OfferEach additional attendee from the same company registered at the same time receives an extra $200 off the Two Day Pass.

Questions about Registration?Email: [email protected] Phone: 717 798-3495

Conference PassesRegular

Price ENDS SEPT 28

Onsite Price

eMetrics All Access Pass* - September 29 - October 3Full access to 3 day eMetrics Summit, 2 eMetrics Workshops**, Exhibit Hall and all networking activities

$3,500 $3,700

3 Day eMetrics Summit*September 30 – October 2

$2,390 $2,590

1 Day eMetrics Summit $1,050 $1,150

3 Day eMetrics Summit / 2 Day Conversion Conference Combo Pass* September 30 – October 2

$2,550 $2,750

3 Day eMetrics Summit / 2 Day DemandCon Combo Pass*September 30 – October 2

$2,550 $2,750

3 Day eMetrics / 2 Day Predictive Analytics World Combo Pass * September 30 – October 2

$2,550 $2,750

Social Networking Pass (Access to Exhibit Hall and Keynotes Only)September 30, October 1 OR October 2** Please note: the Exhibit Hall is only open September 30 and October 1

$175 $200

Workshops

DAA Base Camp™ Workshops

Introduction to Web Analytics 101**Sunday, September 29 (full day)

$1,050 $1,150

Applying Web Analytics 102**Thursday, October 3 (full day)

$1,050 $1,150

Combo Price: Register for both and get the second half price** $1,575 $1,725

eMetrics Partner Workshop

Mastering the Digital Analytics Process * Sunday, September 29 (full day)

$1,050 $1,150


Hotel & Location

Event Venue:

Seaport World Trade Center200 Seaport Boulevard, Boston, MA 02210(617) 385-5000

Hotel Reservations:

Seaport Boston Hotel1 Seaport LaneBoston, MA 02210(617) 385-4000

There are a limited number of rooms available at the Seaport Boston Hotel at the special show rate of $295 per night plus tax. This rate will be available until Friday, September 6th, or until the group rate is sold out, whichever is earlier. To book rooms at the Seaport Boston Hotel please call the hotel reservations at 877-SEAPORT and reference Data Driven Business Week

Hotel HighlightsWelcome to the Seaport Boston Hotel & Seaport World Trade Center providing you with refreshingly different style and service whether you’re visiting Boston for business or leisure. Located on the Boston waterfront in the bustling Seaport District, the Seaport Hotel offers you luxury accommodations with dazzling city and harbor views and incredibly convenient access to all major points of interest including the Financial District, Freedom Trail, Faneuil Hall and the North End.

Enjoy complimentary wireless Internet access throughout the hotel plus one of Boston’s finest fitness facilities including an indoor heated pool. We’re just minutes from Logan International Airport with our own MBTA and water taxi stops! The Seaport Hotel Boston. A fresh new way to experience the historic city of Boston, Massachusetts.


Thank You To Our 2013 Sponsors

LANYARD SPONSORTURNKEY SPONSORS

LIFETIME ASSOCIATION PARTNER

DIAMOND SPONSOR SILVER SPONSOR

BRONZE SPONSORS

RECEPTION SPONSOR ASSOCIATION PARTNERS

MEDIA PARTNERS


Sponsor Profiles

LIFETIME ASSOCIATION PARTNER

www.digitialanalyticsassociation.org

The DAA is a not-for-profit, volunteer-powered association that helps members like Adobe, Expedia SAS and Yahoo! become more valuable through education, community, research and advocacy. The DAA was founded as the Web Analytics Association in 2004. The organization has almost 3,000 members including over 70 corporate members worldwide, representing forty countries and a broad spectrum of expertise. For more information about the DAA, or to become a member, visit the DAA website at: www.digitalanalyticsassociation.org.

DIAMOND SPONSOR

www.foresee.com

As a pioneer in customer experience analytics, ForeSee continuously measures satisfaction across customer touch points and delivers critical insights on where to prioritize improvements for maximum impact. Because ForeSee’s superior technology and proven methodology connect the customer experience to the bottom line, executives and managers are able to drive future success by confidently optimizing the efforts that will achieve business and brand objectives. The result is better business for companies and a better experience for consumers. Visit us at www.ForeSee.com for customer experience solutions and original research.

DIAMOND SPONSOR

www.resolute.com

Resolute Digital is a digital agency that builds proprietary tools and custom solutions enabling brands to more intelligently engage their customers. Founded by a mission to create a smarter agency, Resolute Digital is committed to its core values of integrity, excellence, expertise and a passionate entrepreneurial spirit.

With an engineering and analytics team in our NYC offices, we have a strong record of delivering cutting-edge multi-platform experiences on time and within budget.

BRONZE SPONSORS

www.anametrix.com

Anametrix transforms marketing with digital analytics. We collect, analyze, and make sense out of data across all channels in real time to enable marketers to discover new truths about customers, prospects, and the market at large. Anametrix delivers 360-degree visibility into business data to uncover new trends and hidden correlations, explore new relationships, and deliver a bigger and more predictable impact on revenue. Founded in 2010 by the trailblazing web analytics team behind WebSideStory, Anametrix has headquarters in San Diego, CA


www.ensighten.com

Ensighten, the leader in enterprise data and tag management, boosts marketing agility and eases privacy compliance with the industry’s first Agile Marketing Platform (AMP). Enterprise marketers use Ensighten’s proprietary data and tag delivery network and patented technology to execute any marketing initiative, achieve one-to-one marketing and deliver great experiences. www.ensighten.com.

www.tealium.com

Tealium, the leader in enterprise tag management makes it easy for organizations to add, modify and remove digital marketing page tags through a single line of code. The marketing-friendly approach enables business users to manage all their tagging requirements without JavaScript knowledge. Tealium offers turnkey integration with hundreds of online vendors; superior scale and performance; and a deep enterprise feature set to help organizations increase marketing agility, reduce tagging costs, and improve site performance. www.tealium.com.

www.tech.ubc.ca

UBC Continuing Studies offers the 100% online Award of Achievement in Digital Analytics program in collaboration with the Digital Analytics Association (DAA). This award winning program is one of our most popular programs with over 750 graduates. Also in partnership with the University of California, Irvine Extension, UBC Continuing Studies jointly offers the Certificate in Web Intelligence program. For more information on these programs and our recently launched 100% online Certificate in Digital Strategy, visit our website.

www.extension.uci.edu

University of California, Irvine Extension offers a Web Intelligence Certificate Program offered jointly with University of British Columbia (UBC) Continuing Studies, in partnership with the DAA. To receive the certificate, students complete four online courses required for the UBC/DAA Award of Achievement in Digital Analytics and five units of coursework from among the UC Irvine Extension electives. For more information on this as well as our certificate in Predictive Analytics, please visit www.extension.uci.edu.

TURNKEY SPONSORS

www.idashboards.com

iDashboards’ patented Interactive Intelligence allows users to connect with their data on a different level, creating an experience that transcends charts and graphs. Through an innovative approach to data visualization, iDashboards has redefined the dashboard experience leveraging visual intelligence, captivating graphics and rapid development features. Gauges, analytics and reports only begin to scratch the surface of what is possible with iDashboards. Visually interactive images, animated charts, and drag and drop design functionality work in unison to craft a solution that is unparalleled by the competition. Download a 30 day trail and connect with your data today, www.idashboards.com/cloud.

Sponsor Profiles


www.numericjobs.com

Numeric has been representing Analytics Professionals to our client companies since 1999. Recognized for excellence in Analytics Staffing, Numeric is well-known throughout the United States for providing niche talent. Our clients are Fortune 500 companies in a wide range of industries, including retail, financial, advertising, insurance and more.

www.numericanalytics.com

Numeric Analytics is the leader in digital marketing, analytics, optimization, marketing automation. We help clients create data-driven marketing organizations and achieve sustainable competitive advantages. We are the only digital marketing organization in the world that has the expertise and strategic relationships with Adobe, Teradata, TeaLeaf, Opinonlab, and Pentaho.

LANYARD SPONSOR

www.opinionlab.com

OpinionLab is the global leader in Voice of Customer (VoC) feedback innovation, serving a prestigious client list that includes nearly half of Fortune 50 organizations such as Wal-Mart, Bank of America, Ford Motor Company, and many more. With real-time listening solutions for every brand touch point, this pioneering VoC platform invites consumers to share input in their own words, at anytime, from anywhere, helping organizations collect, understand,

and leverage both structured and unstructured customer data. For over a decade, hundreds of the world’s leading brands have looked to the familiar [+] feedback symbol to better acquire, engage, and retain customers through an approach so streamlined it’s groundbreaking: listen always, listen everywhere. The result is actionable customer insight that sparks foundational improvement to companies’ products, people, and brands.

RECEPTION SPONSOR

www.resonateinsights.com/company

Resonate, founded in 2008, has pioneered a new model for using “Big Data” to develop a sophisticated understanding of consumer values, attitudes and beliefs. Marketers need to understand “why” the audiences they target take action. Resonate answers that question, while making it simple to put that knowledge to work creating positive results for political campaigns and marketing initiatives.

Resonate’s unique approach goes beyond traditional targeting criteria such as demographics and interests. Political campaigns, advocacy groups, and major corporations now use Resonate’s Values-Based Big Data to target their ad campaigns based on viewers’ otherwise unidentifiable values such as patriotism, environmentalism, taste for luxury, or interest in innovation.

Resonate’s investors include Revolution Growth, Greycroft and iNovia.

Resonate is headquartered in Reston, Va. with offices in Chicago, Los Angeles, New York and Washington D.C.

Sponsor Profiles


ASSOCIATION PARTNERS

www.abpmp.org

The ABPMP is a non-profit, vendor independent organization dedicated to the advancement of BPM concepts and practices. ABPMP is practitioner-oriented and practitioner-led. Visit us at www.abpmp.org

ABPMP International is continually working on a series of professional educational programs to support the recognition of BPM as a professional discipline. This includes our recently released Guide to the Business Process Management Common Body of Knowledge (BPM CBOK®), the BPM Model Curriculum, and the only international Certification program for BPM practitioners (CBPP®) released in January 2010. There are over 800 CBPP’s certified worldwide as of January 2013.

www.sncr.org

The Society for New Communications Research (SNCR) is a global nonprofit 501(c)(3) think tank dedicated to the advanced study of the latest developments in new media and communications, and their effect on traditional media and business models, communications, culture and society.

SNCR is dedicated to creating a bridge between the academic and theoretical pursuit of these topics and the pragmatic implementation of new media and communications tools and methodologies. The Society’s Fellows include a leading group of futurists, scholars, business leaders, professional communicators, members of the media and technologists from around the globe – all collaborating together on research initiatives, educational offerings and the establishment of best practices.

Follow SNCR on Twitter, become a Facebook fan and join SNCR on Google+.

For more information, visit the SNCR Website at sncr.org, email [email protected] or call 408-825-9288.

MEDIA PARTNERS

www.cmswire.com

CMSWire.com, published by Simpler Media Group, covers digital Customer Experience Management, Web Content Management, Enterprise 2.0 and Enterprise Information Management. The CMSWire audience is composed of mature practitioners, tech savvy marketers, consultants, vendors and analysts with a focus on digital marketing, collaboration and information management, including web experience management, content, document and asset management technologies, web publishing, and social business.

www.customerthink.com

Customer Think is a global online community of business leaders striving to create profitable customer-centric enterprises. Each month, the site reaches over 200,000 subscribers and visitors from 200 countries via email, RSS, LinkedIn and Twitter. CustomerThink currently serves over 80,000 visitors per month. Our main areas of coverage are Customer Relationship Management, Customer Experience Management and Social Business. This is the place to learn about every facet of customer-centric business management in articles, blogs, interviews, and news.

Sponsor Profiles


www.econsultancy.com/us

Econsultancy is a community where the world’s digital marketing and ecommerce professionals meet to sharpen their strategy, source suppliers, get quick answers, compare notes, help each other out and discover how to do everything better online. Founded in 1999, Econsultancy has grown to become the leading source of independent advice and insight on digital marketing and ecommerce. Our reports, events, online resources and training programs help our 120,000+ members make better decisions, build business cases, find the best suppliers, look smart in meetings and accelerate their careers.

www.retailwire.com

RetailWire is the retailing industry’s premier online discussion forum. RetailWire, launched in February of 2002, goes beyond conventional headline news reporting. Each business morning, RetailWire editors pick news topics worthy of commentary by its “BrainTrust” panel of industry experts, and the general RetailWire membership. The results are virtual round tables of industry opinion and advice covering key dynamics and issues affecting the retailing industry.

For a free subscription to the RetailWire e-newsletters, please go to: http://www.retailwire.com/register.

www.mthink.com

mThink, LLC publishes business-to-business thought leadership projects that focus on the convergence of technology and business. Working in partnership with leading companies and organizations, mThink builds collaborative communities that include participants from all industry sectors: end users, consultants, solution providers, trade associations, analysts and academics. mThink synthesizes this joint expertise to publish visionary, detailed reports with companion web sites.

www.topseos.com

The independent authority on search vendors, topseos.com, evaluates and ranks the top internet marketing companies. Categories ranked by topseos include: search engine optimization, pay per click management, affiliate marketing, social media optimization, and many more. Since 2002, topseos has been a trusted resource for businesses looking to launch or improve internet marketing campaigns. The pathfinder service allows topseos to work directly with you to help find companies that best fit your business needs. Why waste time searching through thousands of sites with false promises? Go straight to the authority, gain insight into the industry, and work with the best.

Sponsor Profiles


www.visibilitymagazine.com

Visibility Magazine, founded in 2007, has become the guide to latest trends in internet marketing. Visibility conducts interviews with CEOs, shares opinions, reviews products, and provides a wealth of information about the movements in the industry. Additionally, Visibility will reach many fringe businesses that may have been contemplating entering or expanding their Internet marketing campaigns. Visibility is published quarterly and covers a wide range of topics including, but not limited to, organic optimization, pay-per-click marketing, website analytics, affiliate marketing, and press release distribution. Visibility embodies high-quality content, good sense, superior taste, and the character of conscientious journalism.

www.thewhir.com

Since 2000, The Web Host Industry Review has made a name for itself as the foremost authority of the Web hosting industry providing reliable, insightful and comprehensive news, interviews and resources to the hosting community. TheWHIR Blogs provides a community of expert industry perspectives. The Web Host Industry Review Magazine also offers a business-minded, issue-driven perspective of interest to executives and decision-makers. WHIR TV offers on demand web hosting video interviews and web hosting video features of the key persons and events of the web hosting industry. WHIR Events brings together like-minded hosting industry professionals and decision-makers in local communities. TheWHIR is an iNET Interactive property. For more details about TheWHIR, visit http://www.theWHIR.com. For more information on iNET Interactive, visit www.iNETinteractive.com.

Sponsor Profiles

EVENTS CALENDAR

www.risingmedia.com

www.emetrics.org

Boston - Sept 29 - Oct 3, 2013London - October 23-24, 2013Berlin - November 4-5, 2013San Francisco - March 16-20, 2014Toronto - May 12-15, 2014Chicago - June 16-19, 2014

www.predictiveanalyticsworld.com

Boston - Sept 29 - Oct 3, 2013London - October 23-24, 2013Berlin - November 4-5, 2013San Francisco - March 16-21, 2014Toronto - May 12-15, 2014Chicago - June 16-19, 2014

www.affiliatemanagementdays.com

San Francisco - March 19-20, 2014

www.admonstersops.co.uk

London - November 22, 2013

www.buildingbusinesscapability.com

Las Vegas - November 11-15, 2013

www.searchmarketingexpo.com

New York - October 1-3, 2013Stockholm - October 14-15, 2013Milan - November 7-8, 2013Las Vegas - November 20-21, 2013Jerusalem - January 2014San Jose - March 11-13, 2014Sydney - April 2014Munich - March 25-26, 2014London - May 2014Paris - June 2014Seattle - June 2014

www.semtechbizsf2013.semanticweb.com

Berlin - September 18-19, 2013New York - October 1-3, 2013San Francisco - June 2-5, 2014

www.socialmediaeconomy.de

Munich - November 11-12, 2013

www.textanalyticsworld.com

Boston - Sept 30 - Oct 1, 2013San Francisco - March 19-21, 2014

www.conversionconference.com

London - October 23-24, 2013Berlin - November 4-5, 2013San Francisco - March 17-19, 2014Chicago - June 17-19, 2014

www.socialgamingsummit.de


www.devcon.allfacebook.de

Berlin - November 2013

www.marketingcon.allfacebook.de

Berlin - November 2013

www.webeffectivenessconference.com

USA - September 2014

www.contextconference.comBoston - Sept 30 - Oct 2, 2013

www.demandcon.comBoston - Sep 30 - Oct 1, 2013San Francisco - March 17-19, 2014

www.localsocialsummit.com


BOSTON - eMetrics€¦ · Measuring Your Organization’s Web Analytics Maturity Speaker: Stéphane...

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