MARCH 18-21, 2013 CONFERENCE GUIDE TORONTOTOTONT · MAY THE BEST CUSTOMER EXPERIENCE WIN. ForeSee...

MARCH 18-21, 2013

www.emetrics.org/toronto

CONFERENCE GUIDE

TORONTONTOOTOTT

PART OF

Ross JenkinsRAPP Los Angeles

Ginny LongMoen Incorporated

Scot WheelerCritical Mass

Jim SterneeMetrics Summit

Simon RodrigueWalmart Canada

DDBWTO2013

PW: ddbwto13

LIFETIME PARTNER

DIAMOND SPONSOR

Leveraging Customer Analytics

MAY THE BESTCUSTOMER

EXPERIENCE WIN.

www.foresee.com

ForeSee eMetrics TorontoDraft FinalDate: 2.4.2013

Full Page Size: 7.875 x 10.5”No Bleed

Colors: 4/c Designer: T. Doyle

With the ForeSee’s patented Customer Experience technology, you can precisely measure the experience, acquirecustomer intelligence, analyze the data and take action.

The results are better experiences for consumers and a better business for you.

Measure Right, Manage Forward, Make a Difference

ForeSee will discuss Next Generation Customer Experience Analytics that better support today’s multi-channel, multi-device world on Wednesday at 8:55 a.m.

Visit ForeSee at Booth 228

© 2013 ForeSee. All rights reserved.

© 2013 Rising Media, Inc. 1 www.emetrics.org/toronto

Table of ContentsAgenda Overview .............. 2

Conference Floorplan .........6

Session Descriptions .......... 7

Workshop Descriptions .... 17

Keynote Bios .....................20

Exhibitor Floorplan ............22

Sponsors ...........................23

Sponsor Profiles ................24

Dear Digital Analytics ProfessionalThe Toronto 2013 edition of the eMetrics Summit is bigger, more in-formative, most networking-rich environment we’ve ever produced.

Welcome to eMetrics Summit Toronto

Welcome

eMetrics Summit Stay Engaged

Connect with your peers, the latest conference news and

more on social media:

Twitter: @eMetricsConference Hashtag #eMetrics

Facebook: facebook.com/MarketingOptimization

LinkedIn Group: eMetrics Summit

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, includ-ing Walmart, Dell, Capital One, Kobo, Moen, Intuit and many more.

As part of Data Driven Business Week, this is eMetrics Summit.

Jim SterneFoundereMetrics Summit

Back for the 6th year, eMetrics is one of those conferences that you come away from having made a big gain in practical knowledge - either from the sessions, the people you met during networking or from talking to vendors. A conference where at the end you feel a little tired, but excited to start applying what you heard and learned. And when others ask you about it, you’ll be able to say it was an eye-opening experience, a good use of your time and a worthwhile investment.

We’ve thought long and hard about the themes, tracks and sessions, with one goal in mind - to create an optimal conference experience. We’ve gathered some of the best thinkers and practitioners in digital analytics, and built in lots of space for formal and informal learning.

Don’t sit back and don’t relax. There are no dumb questions (if you’re thinking about it, chances are half the room is too). So ask. Follow up. Introduce yourself. Dig deeper. Network like crazy. You’ll be rewarded.

Looking forward to meeting you at the Summit.

June Li

Conference Program Chair, eMetrics SummitManaging Director, ClickInsight

Stop by the feedback lounge located across from the

registration area to share your thoughts about the event!

You’ll be entered for a chance to win a free conference pass and

hotel stay to any Rising Media 2014 North American Conference!


Agenda Overview

TUESday, March 19, 2013PrE-confErEncE fUll day WorkShoP

9:00am - 4:30pmMaSTering The DigiTal analyTicS ProceSS • Room: 709

Stéphane Hamel, Cardinal Path

WEdnESday, March 20, 2013

7:30 - 8:45am regiSTraTion & neTWorKing BreaKFaST • Room: Foyer

8:00 - 8:45am neWcoMerS orienTaTion • Room: 714

8:45 - 8:50amconFerence chair WelcoMe reMarKS • Room: 714

June Li, eMetrics Summit Toronto

8:50 - 8:55amDaa WelcoMe reMarKS • Room: 714

Christopher Berry, Authintic

8:55 - 9:15am

DiaMonD SPonSor PreSenTaTion • Room: 714

Measure right, Manage Forward, Make a DifferenceLarry Freed, ForeSee

9:15 - 9:55amKeynoTe • Room: 714

Sterne Measures Jim Sterne, eMetrics Summit

9:55 - 10:20am eXhiBiTS & Morning coFFee BreaK • Room: Foyer

TracksModerator: Kelly Kubrick

Room: 714

Moderator: angie Brown

Room: 715A

10:20 - 10:30am golD SPonSor PreSenTaTion golD SPonSor PreSenTaTion

10:30 - 11:15amBig Data: What it Means for the

Future of the Digital analyst Stéphane Hamel, Cardinal Path

how capital one Boosted adoption of a Mobile app Using “Traditional” channels

Jonathan Schaff, Capital One


Agenda Overview

WEdnESday, March 20, 2013 (cont)


Room: 714

Moderator: angie Brown

Room: 715A

11:20 - 12:05pm

Privacy, cookies and analytics: a hot Mess you can’t ignore

Steen Rasmussen, IIH Nordic

Alex Langshur, Cardinal Path

Fehmi Fennia, Digito.ca

Marketing attribution implementation: a case Study

Greg Araujo, Kobo

12:05 - 1:30pm lUnch • Room: Foyer

1:30 - 2:15pmKeynoTe • Room: 714

analytics for Today’s Dynamic Uber-connected consumers Simon Rodrigue, Walmart Canada


Room: 714

Moderator: Jacques Warren

Room: 715A

2:20 - 3:05pm

analytics in real life Phil Kemelor, Semphonic

Anuschka van Dijke, KPMG

Nancy Duley, American Society of Clinical Oncology

case Study: Successfully Setting the Stage to Measure reach Strategy effectiveness

Kelly Craft, Dash Digital Group

3:05 - 3:30pm eXhiBiTS & aFTernoon BreaK • Room: Foyer

3:30 - 4:15pmcommunicating Data to Designers

Christopher Berry, Authintic

Patrick Glinski, Idea Couture

cutting through the Myth and Mystery of Keyword optimization

Barbara Coll, WebMama.com Inc.

Henrik Stenmann, IIH Nordic

4:20 - 5:10pmKeynoTe • Room: 714

Using Behavioral intent to Drive consumer experiences Ross Jenkins, RAPP Los Angeles

5:10 - 5:30pmlighTning roUnD oF 2-MinUTe SPonSor PreSenTaTionS • Room: 714

5:30 - 7:00pm neTWorKing recePTion • Room: Foyer


Agenda Overview

ThUrSday, March 21, 2013

8:00 - 9:00am regiSTraTion & neTWorKing BreaKFaST • Room: Foyer

9:00 - 9:05amconFerence chair WelcoMe reMarKS • Room: 714

June Li, eMetrics Summit Toronto

9:05 - 9:50am

KeynoTe • Room: 714attributing offline Sales to online Behavioural history

Ginny Long, Moen Incorporated

Scot Wheeler, Critical Mass

9:50 - 10:40amroUnDTaBle DiScUSSion • Room: 714

Moderator: Jim Sterne, eMetrics Summit

10:40 - 11:15am eXhiBiTS & Morning coFFee BreaK • Room: Foyer

TracksModerator: Michelle andrews

Room: 714

Moderator: Dan linton

Room: 715A

11:15 - 11:25am golD SPonSor PreSenTaTion golD SPonSor PreSenTaTion

11:25am - 12:15pmniche Market Social outreach & Strategy:

how Metrics Make it Work Judi Samuels, Our Kids Media Inc.

Knowledge, Uncertainty, and ideology in Digital analytics:

a Discussion about Methodology Jacques Warren, WAO Marketing Inc.

12:15 - 1:30pm Daa industry Meeting, lunch Provided • Room: 714

12:15 - 1:30pm general lUnch • Room: Foyer

TracksModerator: Patrick glinski

Room: 714


Room: 715A

1:30 - 2:15pmProving Social Media Works for B2B

Graeme McLaughlin, RoomKey PMS

raise your hand if you Want a cookie: enabling Visitor Measurement

Emma Warrillow, Data Insight Group Inc.

2:20 - 3:05pm

Social Media roi Methods: The good, The Bad and The Ugly

Natalie Kortum, Dell

Brian Melinat, Dell

optimizing B2B conversion, end-to-end John Fernandez, IntraLinks


ThUrSday, March 21, 2013 (cont)

3:05 - 3:30pm eXhiBiTS & aFTernoon BreaK • Room: Foyer

TracksModerator: Michelle andrews

Room: 714


Room: 715A

3:30 - 4:15pmTactics and Best Practices for optimizing Social content

Eli Singer, Entrinsic

case Studies and Best Practices to Kick Start your conversion Testing Strategy for the year

Naaz Butt, Intuit Canada

4:20-5:10pm

Panel DiScUSSion • Room: 714

Finding, growing & Keeping analysts: The Most Precious analytics resource Moderator: Jim Sterne, eMetrics Summit

Panelists: Angie Brown, IBM

Jennifer van Amerom, IQ PARTNERS Inc.

Marco Bailetti, Franklin Templeton Investments

Agenda Overview


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Track 2

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Keynote & Track 1

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CONFERENCES

eMetrics

Predictive Analytics World

Search Marketing Expo

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REG

ISTRA

TION

213 225 227 231

112 120 124 126 130 138

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Pod2

Conference Floorplan


Session DescriptionsWednesday, March 20, 2013

Wednesday, March 20, 2013

7:30 - 8:45am • Room: Foyer

registration & networking Breakfast

8:00 - 8:45am • Room: 714

newcomers orientation

8:45 - 8:50am • Room: 714

conference chair Welcome remarksSpeaker: June Li, Conference Chair, eMetrics Summit Toronto

8:50 - 8:55am • Room: 714

Daa Welcome remarksSpeaker: Christopher Berry, Chief Science Officer, Authintic

8:55 - 9:15am • Room: 714

Diamond Sponsor Presentation

Measure right, Manage forward, Make a differenceModern consumers are everywhere, all of the time. As this new generation of customer continues to evolve, so must the analytics used to measure the experiences they have with companies and organizations. ForeSee president and CEO, Larry Freed, will introduce 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, manage forward, and make a difference in your business.

Speaker: Larry Freed, President and CEO, ForeSee

9:15 - 9:55am • Room: 714

Keynote

Sterne MeasuresStudying online marketing since 1993 and marketing optimization since 2000, this self-described “professional explainer” updates his Sterne Measures interpretation of where the world of marketing is headed. Jim has consistently looked over the horizon and presciently reported back. This time he tackles the privacy predicament, the mobility manifesto, the data deluge, and the art of analysis.

Speaker: Jim Sterne, Founder, eMetrics Summit

9:55 - 10:20am • Room: Foyer

exhibits & Morning coffee Break

10:20 - 10:30am • Room: 714

gold Sponsor Presentation

10:20 - 10:30am • Room: 715A



10:30 - 11:15am • Room: 714

Big data: What It Means for the future of the digital analystThere are obvious clashes between “traditional” BI, and managed by IT and “web analytics”, managed by marketing. Welcome Big Data concepts, which challenges established mantras on both ends. This session will highlight how the digital analyst of today can become the Big Data super hero of tomorrow through simple, down to earth examples and to-dos. Curious? Read “Big Data – What It Means For The Digital Analyst” and chime in!

Moderator: Kelly Kubrick

Speaker: Stéphane Hamel, Director, Strategic Services, Cardinal Path

10:30 - 11:15am • Room: 715A

how capital one Boosted adoption of a Mobile app Using “Traditional” channelsHow do you encourage adoption of a new mobile app when your customers aren’t engaging with you on mobile devices? Capital One met this challenge using email and interstitials. Success meant not only engagement, but re-engagement from mobile-attrited customers. Some messages had higher conversion rates with certain segments, and these “traditional” channels were key for continued engagement and raising awareness about new features. Learn how Capital One achieved all of this by leveraging metrics, how they decreased abandonment from messaging upon first login and more.

Moderator: Angie Brown

Speaker: Jonathan Schaff, Sr. Business Analyst, Capital One

11:20am - 12:05pm • Room: 714

Privacy, cookies and analytics: a hot Mess you can’t IgnoreThe European Union (EU) has new privacy legislation taking effect on January 1. Fines for non-compliance can be up to 2% of revenue. What’s that got to do with North America? If your organization has independent legal entities in Europe, it affects you directly. And North American legislators could adopt EU practices.

Your big data, remarketing, multi-device, multi-channel marketing attribution practices and more could be at risk. What’s your risk management plan if an EU-type cookie/privacy law is passed? If you’ve been shying away from the mess and noise of online privacy, attend this session to get savvy about the core issues. Find out how EU companies are dealing with the new law. Understand the first steps you need to take now so that your data cleanup won’t be a monstrous undertaking and your analytics is less likely to be stopped dead in its tracks if USA and Canada enact similar laws.


Speakers: Steen Rasmussen, Senior Partner & Web Analytics Specialist, IIH Nordic

Alex Langshur, Senior Partner, Cardinal Path

Fehmi Fennia, Senior Internet Consultant, Strategic Planner, Digito.ca

11:20am - 12:05pm • Room: 715A

Marketing attribution Implementation: a case StudyLast click attribution is history. Companies want to understand the impact and contribution of each channel within their digital media budgets. But before you can



get started, you need to decide what you need from your marketing attribution vendor of choice. As Kobo looks to make headway in the same space as Apple and Amazon, they are always exploring new ways of taking on the goliaths of the industry. Kobo will share the unique approach they took to seek out a marketing attribution vendor and through example, help you assess for your own business’ needs for marketing attribution.

Moderator: Angie Brown

Speaker: Greg Araujo, Online Web Analyst, Kobo

12:05 - 1:30pm • Room: Foyer

lunch

1:30 - 2:15pm • Room: 714

Keynote

analytics for Today’s dynamic Uber-connected consumersFor Walmart Canada, being ‘online’ is more than just e-commerce. It is retail. Period. Hear how Walmart Canada is evolving to serve customers living in a complex omni-channel, multi-device environment. Successfully managing retail with a data driven mindset is crucial in the dynamic landscape of uber-connected consumers. Walmart will share how they are integrating data from social listening and voice of the customer with other digital sources to optimize more than just marketing but their entire supply chain.

Speaker: Simon Rodrigue, VP / GM – eCommerce, Walmart Canada

2:20 - 3:05pm • Room: 714

analytics in real lifeSuccessfully bringing analytics programs to life involves much more than just buying and implementing tools. Results-focused executive presentations are the key at KPMG, whose B2B revenue model is driven by offline sales.

Learn how Anuschka and KPMG’s analytics team works with company-wide and country specific marketers to build business cases for larger online budgets. Leveraging analytics at the American Society of Clinical Oncology was an untapped opportunity. Want to know how to get senior management to pay attention to analytics? Show them the money! Join Nancy as she shares her approaches to applying analytics to new product development and content revenue generation.


Speakers: Phil Kemelor, Vice President, Strategic Analytics, Semphonic

Anuschka van Dijke, Senior Manager Global Digital Marketing, KPMG - Toronto

Nancy Duley, Web Analytics Manager, Integrated Media & Technology, American Society of Clinical Oncology (ASCO)

2:20 - 3:05pm • Room: 715A

case Study: Successfully Setting the Stage to Measure reach Strategy EffectivenessHow do you really know who you are reaching, where and how? By tagging targeted content with metadata, marrying content, context, social and web data, and seeing who responds across channels. This case study divulges how bankruptcy and credit counseling consultants, Welker and Associates, with the support of consultants from Dash Internet, identified target audiences on social media and other digital platforms like search, with targeted content and content performance metrics. Attend this session to hear about insights gained about the audience, where they were reached and how paid media complimented content performance on organic content channels. Finally, learn how Welker and Associates maximized social insights for redeployment into broader audience search and email strategies.


Speaker: Kelly Craft, Director of Product and Business Development, Dash Digital Group



3:05 - 3:30pm • Room: Foyer

exhibits & afternoon Break

3:30 - 4:15pm • Room: 714

communicating data to designersHow can we communicate data more effectively? What is it like to be a designer on the receiving end of a data dump and having to make sense of it? Christopher and Patrick deliver a talk-shop session in design to help create communication empathy. See novel communications formats from around the world in this hands-on session and pick up the three heuristics that make you more effective as a data driven and design communicator. Design a new mechanism for communicating information to internal consumers in this team exercise. Be prepared for a high-energy, high retention experience.


Speakers: Christopher Berry, Chief Science Officer, Authintic

Patrick Glinski, Head of Social Innovation, Idea Couture

3:30 - 4:15pm • Room: 715A

cutting through the Myth and Mystery of keyword optimizationThe ongoing changing landscape of search engine optimization (SEO) means keyword optimization is indeed part art and part science. Recent and real-life examples will be used to show which methods and metrics are truly helpful for measuring the success of content optimization. Understand why rankings are unreliable metrics. Learn why the dreaded ‘not provided’ response from Google

does not mean death to SEO, and how onsite search and multi-campaign analysis further boost the effectiveness of your SEO efforts.


Speakers: Barbara Coll, CEO, WebMama.com Inc.

Henrik Stenmann, Senior Partner, IIH Nordic

4:20 - 5:10pm • Room: 714

Keynote

Using Behavioral Intent to drive consumer ExperiencesUnderstanding 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 returns by popular demand to provide 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.

Speaker: Ross Jenkins, SVP, Analytics, RAPP Los Angeles

5:10 - 5:30pm • Room: 714

lightning round of 2-Minute Sponsor Presentations


networking reception



Thursday, March 21, 2013

8:00 - 9:00am • Room: Foyer

registration & networking Breakfast

9:00-9:05am • Room: 714

conference chair Welcome remarksSpeaker: June Li, Conference Chair, eMetrics Summit Toronto

9:05 - 9:50am • Room: 714

Keynote

attributing offline Sales to online Behavioural historyLike many companies whose products are purchased mainly offline, Moen Incorporated wanted to attribute digital marketing’s contribution to revenues. Working with their digital agency Critical Mass, Moen has implemented such a revenue attribution approach. Watch and hear their story of how they developed organizational support for the project, their data collection approach and the results they are seeing today.

Speakers: Ginny Long, Online and Direct Marketing, Moen Incorporated

Scot Wheeler, Marketing Science Sr. Director, Critical Mass

9:50 - 10:40am • Room: 714

roundtable DiscussionModerator: Jim Sterne, eMetrics Summit

10:40 - 11:15am • Room: Foyer

exhibits & Morning coffee Break

11:15 - 11:25am • Room: 714gold Sponsor Presentation

11:15 - 11:25am • Room: 715A


11:25am - 12:15pm • Room: 714

niche Market Social outreach and Strategy: how Metrics Make It WorkPrint publishers have learned to either embrace online or suffer and die. However, ‘going online’ itself is not simple salvation. With no shortage of tactics to use, content and social media may be a cost-sink that does not yield results. Using a strategic, results-focused approach, Our Kids Media, well known for their annual Independent School and Camp printed guides, has evolved and thrived over the past 15 years. Their robust website content contains an amazing wealth of resources, actively curated, SEO-optimized and enriched with blogs, social profiles and multi-media. Online metrics aside, here’s proof it’s working - Our Kids is the #1 Trusted Source for parents seeking out information on private education and camp activities in Canada.

Session DescriptionsThursday, March 21, 2013


Join Judi Samuels, Content Strategist for Our Kids Media, for a behind the scenes look as she walks you through the logic and strategy used to deliver important resources to their niche audience, parents. Judi will showcase a few examples of social outreach that worked, and some that didn’t work, and how they were evaluated. She will also discuss the importance of strategy before tactics, and provide some measurement strategies you can get started with.

Moderator: Michelle Andrews

Speaker: Judi Samuels, Content Strategist, Our Kids Media Inc.

11:25am - 12:15pm • Room: 715A

knowledge, Uncertainty, and Ideology in digital analytics: a discussion about Methodology In this session for experienced digital analysts, join no-nonsense analytics expert Jacques Warren for open heart surgery of analytics methodology. How do we know what we know? How does one go about analyzing data, in short, what is the analytical process? The nature of data sets most digital analysts handle will be examined - what flaws are commonly found in data and applications that can generate errors? What is the role of segmentation in the knowledge building process? We will also see how what often appears to be knowledge is in fact unproven ideology. This session main goal is to map the digital analyst’s conceptual toolbox. Participants will be highly expected to contribute their experience and tricks!

Moderator: Dan Linton

Speaker: Jacques Warren, CEO, WAO Marketing Inc.

12:15 - 1:30pm • Room: 714

Daa lunch

12:15 - 1:30pm • Room: Foyer

general lunch

1:30 - 2:15pm • Room: 714

Proving Social Media Works for B2BFor those who sell to businesses, these are common questions - How does social media fit into a B2B model where your prospects really don’t want to be your friend? Can the impact of social on B2B conversions be measured? Yes, it can! Join returning eMetrics speaker Graeme McLaughlin, as he answers these tough questions with real life examples from RoomKey property management system. Learn how to assess the impact of social on SEO and lead quality. See how using social media to find an audience, launch a brand and build social proof delivered measurable impact on conversion. Take away an understanding of the stages required to build an effective social media measurement program of your own.

Moderator: Patrick Glinski

Speaker: Graeme McLaughlin, Internet Marketing Manager, RoomKey PMS

1:30 - 2:15pm • Room: 715A

raise your hand If you Want a cookie: Enabling Visitor MeasurementIn this age of big data and abundant analytics, marketing often has many disjointed ‘customer’ groups – Facebook fans, Twitter followers, Website visitors, eCommerce customers, in-store purchasers, email subscribers, etc. Data-driven marketing requires the ability to understand the customer as completely as possible – ideally through all these channels.



This session will look at how companies are tackling the task of linking the online world to their customer databases through a variety of methods. We will discuss this ever evolving world – what’s working and what’s not. From hand-raising to cookies, this session will focus on strategies and tactics for increasing your success in understanding the relationship between online and offline behaviour.


Speaker: Emma Warrillow, President, Data Insight Group Inc.

2:20 - 3:05pm • Room: 714

Social Media roI Methods: The Good, The Bad and The UglySocial Media spend is often evaluated by its impact to increasing fans or twitter reach. In the face of rising pressure to provide a dollar amount return on social marketing spend, many short-hand calculations for Customer Lifetime Value have arisen. However, these methods have flaws. Attend this session to get a firm understanding in the various means of measuring social media ROI – from cutting edge approaches using Tops Down Neural Networks to simplified calculation methods – and the benefits of each. The session will also provide a look at some future possibilities for social media analytics and how they might influence business decisions.

Moderator: Patrick Glinski

Speakers: Natalie Kortum, Marketing Decision Sciences Manager, Dell

Brian Melinat, Social Media Listening Consultant, Dell

2:20 - 3:05pm • Room: 715A

optimizing B2B conversion, End-to-EndConverting browsers to prospects to customers presents unique challenges for those who sell to other businesses. Attend this session to hear returning eMetrics speaker John Fernandez share details of IntraLinks’ ongoing data-driven website optimization journey. Observe the continued impact of digital campaigns that drive and convert visitors to leads to opportunities to bookings. You’ll see the types of decisions that are informed by data and get new ideas for your conversion analytics framework.


Speaker: John Fernandez, Director, Online Marketing, IntraLinks


exhibits & afternoon Break

3:30 - 4:15pm • Room: 714

Tactics and Best Practices for optimizing Social contentHow 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.

Moderator: Michelle Andrews

Speaker: Eli Singer, President and Founder, Entrinsic

3:30 - 4:15pm • Room: 715A

case Studies and Best Practices to kick Start your conversion Testing Strategy for the yearAre you new to the world of testing? Interested in web testing but not sure where to begin? Want to learn how to use testing to increase conversions on your website? Then this session is for you! Testing is ingrained at Intuit and their experience will be shared using case studies from high traffic websites. Learn how to develop your web testing strategy and what you need to build your annual test plan. Your annual test plan is crucial to getting the most out of testing. Learn the secrets to executing tests, analyzing results and prioritizing next steps. Last but most importantly, take away key ideas that you can implement or test in your organization starting now!


Speaker: Naaz Butt, Web Marketing Manager, Intuit Canada

4:20 - 5:10pm • Room: 714

Panel Discussion

finding, Growing & keeping analysts: The Most Precious analytics resourceAnalysts are more important than analytics tools. Without analysts, there wouldn’t be analytics. Without great analysts, you’re leaving untapped value behind. You need to find the right person, hire them and train them, support them and keep them. Jennifer shares her insights as a recruiter on what it takes to make a great match. Marco reveals his wisdom gleaned from years of hunting, snaring and grooming analytics professionals. Angie provides a practitioners point of view on supporting and growing your analysts, as well as what analysts need to do to advance their career.

Moderator: Jim Sterne, eMetrics Summit

Speakers: Angie Brown, Senior Digital Analyst, IBM

Jennifer van Amerom, Senior Director, Client Services, IQ PARTNERS Inc

Marco Bailetti, VP, Client Insights, Franklin Templeton Investments


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Full Day Workshops

Mastering the digital analytics ProcessTuesday, March 19, 2013 • Room: 709

Instructor: Stéphane Hamel, Director, Strategic Services Cardinal Path

The lack of a systematic, proven methodology is the biggest impediment to developing a culture of digi-tal analytics within organizations*. If you have more work than you can handle, more data than can pos-sibly be analyzed, no management buy-in and you struggle to deliver good quality analysis and insight then this workshop is for you!

Full Day, March 19th: 9:00am to 4:30pm

includes lunch and two 15-minute breaks

Workshop Description

• Preliminary to attending the workshop, partici-pants will be invited to complete an Online Ana-lytics 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 received.

• 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 analytics 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 busi-ness…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 backgrounds 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 Material

Presentation hands out with annotations and exercises.

additional info

Visit 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.

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SAVETHEDATE

San FranciscoApril 14-18, 2013

ChicagoJune 10-13, 2013

BostonSept 29 - Oct 3, 2013

StockholmOctober 14-15, 2013

LondonOctober 23-24, 2013

BerlinNovember 4-5, 2013

San Francisco Chicago

Boston Stockholm

London Berlin


ross JenkinsSVP, AnalyticsRAPP Los Angeles

Ross Jenkins has over 12 years of digital strategy consulting experience and is a recognized thought leader in the fields of integrated search, behavioral marketing, digital technology and advanced data analytics. He is SVP, Analytics for RAPP Los Angeles, one of the largest direct marketing and customer relationship agencies in the world. Ross has significant experience in working in the financial services industry, consumer packaged goods, lead generation, high tech, retail, and healthcare sectors, and his department manages some of the largest and most recognized brands in the country.

Ross is an international speaker whose expertise is well documented among prominent media outlets such as Internet World, B2B Magazine, Sherpa Marketing, Computer World and EI Magazine. His experience includes managing the digital channel strategy for Comcast.com and developing end to end, lead cultivation tracks for many of the largest Telecommunications companies in the world.

keynote: Using Behavioral intent to Drive consumer experiences

ginny longOnline and Direct MarketingMoen Incorporated

Ginny Long is the Director of Online and Direct Marketing for Moen, managing a team of more than 15 employees and contractors responsible for the development of strategies across its website, online advertising, paid and organic search, email marketing, and direct marketing.

Prior to this role, she was the Director of Public Affairs and Web Marketing, a role that encompassed internal communication and public relations in addition to what was a developing digital and web presence. She has been a critical champion for online marketing and has driven Moen’s strategic vision for digital best practices. She has been with Moen for 12 years.

Prior to that, Ms. Long spent 15 years with BP, most recently managing a $200 million US aromatics business. She has an M.B.A. in marketing/finance from Case Western Reserve University and a bachelor’s degree in economics from Denison University.

keynote: attributing offline Sales to online Behavioural history

Simon rodrigueVP/GM - eCommerceWalmart Canada

Simon is spearheading the aggressive growth and positioning of Walmart as the leading multi-channel retailer in the Canadian market. Responsible for all aspects of the online business, digital marketing and integration with the stores, Simon is building a high performance eCommerce team with the focus of delighting the Canadian consumers on each and every interaction. Before joining Walmart, Simon led the eCommerce and Interactive Marketing teams at Sears Canada and Home Depot Canada, as well as the Site Experience organization for Travelocity North America. Over the past the 10 years Simon has become recognized as a leader in Interactive Marketing, eCommerce and Social Commerce practices.

keynote: analytics for Today’s Dynamic Uber-connected consumers

Keynote Bios


Keynote Bios

Jim SterneFoundereMetrics Summit @jimsterne

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

keynote: Sterne Measures

Scot WheelerMarketing Science Sr. DirectorCritical Mass

Scot Wheeler is Marketing Science Sr. Director at Critical Mass in Chicago, where he helps companies develop measurable objectives from business and marketing goals. He advises clients in web and social media analytics strategy, directs marketing sciences technology planning and guides online optimization in data-driven marketing and management practices.

Scot is also a Founding Partner of Intelitecht Solutions, which provides resources for emerging Social Business and Semantic Web technologies and practices. He is a member of the Web Analytics Association where he is leading the effort to develop a set of foundational social media measurement standards. Scot is a frequent speaker and moderator on the topics of social media and digital analytics, data-driven strategy and digital experience delivery.

Scot received his MBA in strategy, finance and marketing from Northwestern University’s Kellogg School of Management. Scot’s professional background includes senior leadership in marketing analytics technology and consulting services and over 15 years of technology experience.

keynote: attributing offline Sales to online Behavioural history

For all speaker bios please visit: www.emetrics.org/toronto/2013/speakers


Exhibitor Floorplan

eXhiBiTor BooThDigital Analytics Association ......................... 124

ForeSee ........................................................... 228

UBC Continuing Studies ................................. 126


Thank You To Our Sponsors

liFeTiMe aSSociaTion ParTner

DiaMonD SPonSor

BronZe SPonSor

aSSociaTion ParTnerS

MeDia ParTnerS


Lifetime AssociAtion PArtnerDigital Analytics Associationwww.digitialanalyticsassociation.orgBooth number 124

The DAA is a not-for-profit, volunteer-powered as-sociation that helps members like Adobe, Expedia SAS and Yahoo! become more valuable through educa-tion, community, research and advocacy. The DAA was founded as the Web Analytics Association in 2004. The organization has more than 2000 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

foresee www.foresee.comBooth number 228

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 methodol-ogy 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 cus-tomer experience solutions and original research.

BronZe sPonsor

UBc continuing studies www.cstudies.ubc.caBooth number 126

UBC Continuing Studies offers the 100% online Award of Achievement in Digital Analytics (previously Web Analytics) in collaboration with the Digital Analyt-ics Association (DAA), with over 700 graduates since its introduction in 2005. In 2007 this program won an Award of Excellence from the Canadian Association for University Continuing Education.

UBC Continuing Studies, the University of California, Irvine Extension and the DAA have also combined their resources to offer the Certificate in Web Intelligence program.

AssociAtion PArtners

ABPmP international www.abpmp.orgDescription coming soon!

Direct marketing Association of canada www.directmac.orgDescription Coming Soon.

the society for new communications research www.sncr.orgThe 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 tradi-

Sponsor Profiles


tional 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 com-munications tools and methodologies. The Society’s Fellows include a leading group of futurists, scholars, business leaders, professional communicators, mem-bers of the media and technologists from around the globe – all collaborating together on research initia-tives, 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

Backbone magazine www.backbonemag.comBackbone magazine is a broad-based business maga-zine that focuses on technology for business executives who need to stay up to date. It provides a tangible tool to enhance productivity and agility in the changing economy of Canada. It is the only magazine in Canada with this focus that reaches a large senior business executive audience.

Beyond Web Analytics www.beyondwebanalytics.com

cmsWire 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 market-

ers, consultants, vendors and analysts with a focus on digital marketing, collaboration and information management, including web experience management, content, document and asset management technolo-gies, web publishing, and social business.

online Behavior www.online-behavior.com

topseos

www.topseos.com

The independent authority on search vendors, topseos.com, evaluates and ranks the top internet market-ing 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.

Visibility magazine 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, re-views 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.

Sponsor Profiles

EVENTS CALENDAR

www.risingmedia.com

www.emetrics.orgSan Francisco - April 14-18, 2013Chicago - June 10-13, 2013Sydney - June 25-26, 2013Boston - Sept 29 - Oct 3, 2013Stockholm - October 14-15, 2013London - October 23-24, 2013Berlin - November 4-5, 2013........................

www.predictiveanalyticsworld.comSan Francisco - April 14-19, 2013Chicago - June 10-13, 2013PAWGOV September 18-19, 2013Boston - Sept 29 - Oct 3, 2013London - October 23-24, 2013Berlin - November 4-5, 2013........................

www.textanalyticsworld.comSan Francisco - April 16-17, 2013Boston - October 2-4, 2013........................

www.conversionconference.comSan Francisco - April 15-17, 2013Paris - June 6, 2013Chicago - June 10-13, 2013Boston - Sept 29 - Oct 3, 2013London - October 23-24, 2013Berlin - November 4-5, 2013

www.integratedmarketingsummit.comChicago - June 10-13, 2013........................

www.demandcon.comSan Francisco - April 15-17, 2013........................

www.a�liatemanagementdays.comSan Francisco - April 15-17, 2013London - May 15-16, 2013........................

www.admonstersops.co.ukLondon - April 23, 2013Berlin - June 02-04, 2013November 22, 2013........................

www.buildingbusinesscapability.comSydney - September 9-12, 2013Las Vegas - November 11-15, 2013

........................

www.searchmarketingexpo.comMunich - April 9-10, 2013London - May 14-16, 2013Paris - June 6-7, 2013Stockholm - October 14-15, 2013

www.socialgamingsummit.deBerlin - May 14-15, 2013London - November 21, 2013.......................

www.semtechbizsf2013.semanticweb.comBerlin - September 2013.......................

www.socialmediaeconomy.deMunich - November 11-12, 2013.......................

www.devcon.allfacebook.deBerlin - November 2013.......................

www.marketingcon.allfacebook.deMunich - April 29, 2013Berlin - November 2013.......................

www.semphonic.com/x-change/europeBerlin - June 11-12, 2013........................

www.webe�ectivenessconference.comEurope - June 5-6, 2013USA - September 2014

�� Enhance�your�professional�development�and�knowledge�� Learn�about�emerging�best�practices�and�new�standards�� Receive�discounts�to�industry�conferences,�including�an�exclusive�20%�discount�to�the�eMetrics�Summits�� Collaborate�in�Committees�and�Special�Interest�Groups�that�align�with�your�professional�interests�� Join�(or�start!)�a�Local�Chapter�� Attend�networking�events

Explore what the DAA can do for you. Stop by the DAA booth to talk to members and staff about joining today!

�� Take�advantage�of�member�discounts�on�award-winning,�online�educational�programs�from�the�University�of�British�Columbia�and�University�of�California-Irvine�� Get�certified!�Becoming�a�DAA�Certified�Web�Analyst�provides�professional�recognition�and�sets�you�apart�from�your�peers�in�the�industry�� DAA�Base�Camp�workshops�are�available�at�eMetrics�Summits�and�provide�classroom�learning�opportunities�from�industry�leaders�� Search�for�your�next�opportunity�on�the�DAA�Job�Board,�and�read�up�on�member-exclusive�career�development�resources�� More�programs�to�be�rolled�out�this�year!

Corporate members receive free CWA exams and Base Camps each year – email [email protected] to find out how to use this benefit!

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MARCH 18-21, 2013 CONFERENCE GUIDE TORONTOTOTONT · MAY THE BEST CUSTOMER EXPERIENCE WIN. ForeSee...

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