Olympia, London - eMetrics Summit, International Marketing … · Digital Marketing by Numbers Jono Alderson, Linkdex Experts Panel: Ask Me Anything Peter O’Neill, L3 Analytics

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Olympia, London | 29-30 October 2014

#emetrics /marketingoptimization 2 www.emetrics.org/london

Welcome

Welcome to the eMetrics Summit London 2014 We’re thrilled to be back in London and to explore the latest in online marketing analytics. Welcome to our way of learning, networking and brainstorming. Be prepared to be informed, updated and intellectually stimulated like never before. The eMetrics Summit once again brings together the most passionate people to help you keep up with the changing landscape. The best, the brightest and the most informative experts, peers and vendors want to meet you. It’s time to:

• Soak up intelligence from keynotes, breakouts and exhibit hall booths

• Take advantage of unparalleled networking with experts and peers

• Enjoy the parties, the receptions, and your amazingly intelligent peers

We ask that you take some responsibility for your experience and take full advantage of this gathering:

• Do not miss the keynotes. They’re not here for decoration - they have valuable insights.

• Write it down. Taking notes will serve you well now, next week and next month.

• Go to a session outside your comfort zone. Learn something novel.

• Take advantage of the Exhibit Hall. Press the sponsors for details.

• Ask questions. Do not be a passive receptacle. Reach. Stretch. Excel.

• Mingle. Introduce yourself. The audience is also the content.

• Let your hair down. You’re among friends. We’ve brought together the speakers, the sponsors and your fellow travelers. We’ll do everything we can to make this the best learning experience ever. Thank you for coming! Sincerely,

Peter O’Neill eMetrics Summit Conference Chair

Jim Sterne eMetrics Summit Founder

ContentsAgenda Overview ................................ 3

Sponsors .................................................. 5

Conference Programme Day 1 .........6

Conference Programme Day 2 ........9

Media Partners .....................................12

Speakers .................................................13

Conversion ConferenceStay Engaged

Twitter: @emetricshttps://www.facebook.com/MarketingOptimization


Agenda at a Glance

8:00 am

10:30 am

9:15 am

9:30 am

2:40 pm

3:30 pm

5:45 pm

5:45-7:00pm

10:55 am

3:55pm

11:45 am

4:45pm

1:40 pm

Registration

Coffee Break

Day 1 – Wednesday, October 29

Welcome & Opening Peter O’Neill, L3 Analytics

Keynote: From Bits and Bytes to Insights Jim Sterne, eMetrics

11:40 am

4:40pm

Session Change for Conversion Conference and Combo Pass Holders


12:30 pm Lunch

Formal Roundtable Discussion: First, Admit You Have a Problem

Coffee Break

End of First Conference Day

Networking Reception

Unleash the Power of Your Data with BigQuery

Alan Boydell, fifty-five

The Relationship Between Offline User Experience and Digital Conversion Rate

Sibel Akcekaya, NobHill Digital Consulting LLC

Beyond Reporting, Delivering Change, Proving Value

Mark Johnson, Avios

Keynote: Measuring the Unmeasurable: Econometrics Magic in AdvertisingDr. Wing Yee Lee, Adobe

Keynote: Transforming the Culture of the UK GovernmentJim Williams, Government Digital Service

Zombies, Catnip and Icebergs - Finding the Returning Products that Kill Profit and

Customer Lifetime Value Vicky Brock, Clear Returns

Nichola Toner, M&Co

Social Media Optimization in Retail Banking Javier Godoy, Mind Your Group

Five Statistical Concepts Every Digital Analyst Should Know

Karandeep Singh, Digital Annexe

Track Segments

Track 1

Moderator: Peter O’Neill, L3 Analytics

Track 2

Moderator: Jim Sterne, eMetrics


Agenda at a Glance

8:30 am

10:30 am

9:30 am

2:40 pm

4:40 pm

5:45 pm

10:55 am

2:45 pm

3:55 pm

Track Segments

11:45 am

4:45 pm

1:40 pm

Registration

Coffee Break

Day 2 – Thursday, October 30

Keynote: Building Momentum in Online TestingDavid Leese, Dell

11:40 am

3:30 pm


Coffee Break

12:30 pm Lunch



End of Conference

From Über Creepy to Over Compliance: Managing Your Analytics Assets Aurelie Pols, Mind Your Privacy

Turning Analytics Actionable Alex Emberey, Shopstyle & POPSUGAR

Digital Marketing by NumbersJono Alderson, Linkdex

Experts Panel: Ask Me AnythingPeter O’Neill, L3 Analytics

Simo Ahava, NetBooster FinlandCraig Sullivan, Optimiser of Everything

Keynote: State of the Analytics NationDoug Hall, Director of Analytics and Conversions, Conversion Works

Keynote: Barclays Bank: Transitioning from Reaction to ProactiveBenjamin Mercier, Barclays

Customer Lifecycle Analytics Antoine Frange, Zipcar

Running a Marketing Programme at Unilever – Pre/Post the Analytics Transformation

Alexandra Soubrier, Digital Marketing Services

Practical Search AnalyticsYehoshua Coren, Analytics Ninja

Track 1

Moderator: Peter O’Neill, L3 Analytics

Track 2

Moderator: Jim Sterne, eMetrics


Sponsors

Bronze SponsorUBC The University of British Columbiahttps://cstudies.ubc.ca

Sponsor

NABLER LLCwww.taboolah.com

Nabler is a full-service digital analytics company which helps digital marketers make better decisions by leveraging data and technology. Nabler has helped some of the top global marketing and e-commerce teams fundamentally improve and expand their capabilities for gathering, organizing, reporting, and analyzing digital marketing data.

Nabler has a best in-class team of analysts who specialize in offering services such as: Conversion rate optimization, Implementation, Visualization, Consulting and Reporting.

Lifetime Association PartnerDigital Analytics Associationwww.digitalanalyticsassociation.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 more than 2000 members worldwide, repre-senting 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.


Day 1 Sessions

Day 1 | Wednesday, 29 October 2014

8:00 am Registration

9:15 am Welcome & Opening

Peter O’Neill, L3 Analytics

9:30 am Keynote:From Bits and Bytes to Insights

Speaker: Jim Sterne, Founder, eMetrics

Digital Analytics is a craft requiring tools, artistry and a clear understanding of the raw material: data. From bits to bytes to Big Data, Jim examines the raw material, explains its challenges, outlines its future. He offers specific advice about collecting, cleaning, combining and crafting data into insights that even an executive can understand. If you manage a lot of analysts, this presentation will help you understand what they do. If you report to lots of managers, Jim will help you explain your situation and your value to them.

10:30 am Coffee break

10:55 am

eMetrics Strategy Unleash the Power of Your Data with BigQuery

Moderator: Peter O`Neill, Founder & Lead Consultant, L3 AnalyticsSpeaker: Alan Boydell, Director, Data Insights & Analytics, fifty-five

BigQuery is the Google data warehouse allowing you to analyse terabytes (that’s a lot) of data in seconds. Using the integration with Google Analytics Premium as an example, where it is now possible to access raw visitor, session and hit level data, Alan will look at the new possibilities this has opened up for marketers, developers and data scientists. He will explore the nitty gritty details of specific business use cases that are best served by this type of integration between your click stream tool and a data warehousing tool.

eMetrics Tactics Zombies, Catnip and Icebergs – Finding the Returning Products that Kill Profit and Customer Lifetime Value

Moderator: Jim Sterne, Founder, eMetricsSpeaker: Vicky Brock, CEO & Founder, Clear Returns Nichola Toner, Website & Customer Services Controller, M&Co

A sales isn’t really made and the conversion isn’t in the bag until the online shopper decides to keep it, days later in the privacy of their home. If the product isn’t up to expectations, or the shopper can’t figure out how to switch it on, its coming right back, ramping up operational cost and decreasing the chances of that customer buying again. Vicky talks about how Clear Return’s award-winning predictive analysis spots what products are driving returns and why, so action can be taken fast.

11:40 am Session Change for Conversion Conference and Combo Pass Holders


Day 1 Sessions

11:45 am eMetrics Strategy Beyond Reporting, Delivering Change, Proving Value

Moderator: Peter O`Neill, Founder & Lead Consultant, L3 AnalyticsSpeaker: Mark Johnson, Digital Analytics Enthusiast, Avios

The perceived value of Digital Analytics in many companies doesn’t extend beyond colourful dashboards. The responsibility for changing this perception lies with the digital insight team. Mark will talk through some practical approaches and explore how his team used these approaches to change the perception of digital analytics within Avios so it is now seen as an area which can deliver change and add value.

eMetrics Tactics Five Statistical Concepts Every Digital Analyst Should Know

Moderator: Jim Sterne, Founder, eMetrics Speaker: Karandeep Singh, Head of Analytics & Insights, Digital Annexe

An incorrect statistical approach to data or its analysis is as much use as an inflatable dartboard. In this session we discuss the five most critical building blocks that need consideration to avoid the misrepresentation of data. We will also deconstruct each concept using real life examples and statistical techniques to go from ‘good’ to ‘better’ and from ‘better’ to ‘best’ enabling you to get the most out of your underlying data set which can help in optimising overall customer behaviour.

12:40 pm Lunch Break

1:40 pm Keynote: Transforming the Culture of the UK Government

Speaker: Jim Williams, Product Analyst at Cabinet Office, Goverment Digital Service

While everyone faces challenges in getting their organisation to transition to the use of analytics in decision making, these challenges are magnified when that organisation is the UK Government. But it was a challenge undertaken by Jim Williams and the Government Digital Services Team as they work to move all government services online. Jim will take you through some of the key barriers they faced and how each were overcome – or the work that is ongoing to knock them down.

2:40 pm Formal Roundtable Discussion: First, Admit You Have a Problem

When the eMetrics Summit started in 2002, the marketing optimization world was full of unknown unknowns. So we sat together and discussed and listed out our common problems. More than a decade later, it’s time to revisit. You’ll be sitting with like-minded professionals to share your troubles and the solutions to troubles you’ve bested.

3:30 pm Coffee Break


Day 1 Sessions

3:55 pm

eMetrics Strategy The Relationship Between Offline User Experience and Digital Conversion Rate

Moderator: Peter O`Neill, Founder & Lead Consultant, L3 Analytics Speaker: Sibel Akcekaya, Founder and Principal Consultant, NobHill Digital Consulting LLC

Acquiring new visitors and converting them digitally are very crucial. But what happens after we converted them? You worked so hard to acquire these customers but a bad customer experience in other dealings with the company could lose them. Monitoring customer’s future behavior is a key to unlock many mysteries that affects conversion and retention rates significantly. In this session Sibel will show you how to measure these effects on your conversion rates, flagging them up so actions that can be taken. Your executives would love these insights!!

eMetrics Tactics Social Media Optimization in Retail Banking

Moderator: Jim Sterne, Founder, eMetrics Speaker: Javier Godoy, Data Strategist & Managing Partner, Mind Your Group

Learn how BBVA, one of the biggest banks in Spain and LATAM, changed the way they use social channels by creating a new content mix based on the analysis of more than 12.000 posts from its six different owned channels, and comparing the interactions of more than 20 channels from its competitors. Javier will follow his SMO methodology step by step so you will understand how to get from data to strategy, improving the results that matter and informing technical, design, content and proceses decisions along the way.

4:40 am Session Change for Conversion Conference and Combo Pass Holders

4:45 pm Keynote: Measuring the Unmeasurable: Econometrics Magic in Advertising

Speaker: Dr. Wing Yee Lee, EMEA Business Analytics Team Manager, Adobe

In an increasingly multiscreen world it is increasingly difficult to understand individual consumer behavior across devices and offline. Without direct measurements, it appears to be impossible to measure these effects. Enter econometric methods which solve many of these problems elegantly. Drawing on the work of a handful of Nobel laureates, Wing presents several applications of econometric methods in advertising, from measuring online-offline interaction and attribution to media mix modeling. Apart from presenting a general framework, Wing provides the proof with results of several case studies.

5:45 pm End of First Conference Day

5:45 - 7:00pm Networking Reception


Day 2 Sessions

Day 2 | Thursday, 30 October 2014

8:30 am Registration

9:30 am Keynote

Building Momentum in Online Testing

Speaker: David Leese, Global Optimisation Manager, Dell

Getting an online optimisation program up and running is hard enough, but once

it’s up and running, how do you keep it running, and how do you ensure it doesn’t stop when your tests aren’t winning? This presentation looks at the steps you can take to grow your testing program and ensure testing remains a key part of your online strategy.

10:30 am Coffee Break

10:55 am

eMetrics Strategy From Über Creepy to Over Compliance: Managing your Analytics Assets

Moderator: Jim Sterne, Founder, eMetrics Speaker: Aurelie Pols, Pan-European Privacy Specialist, Mind Your Privacy

The Privacy discussions started with Do Not Track some years ago, before we all went through the nightmarish EU Cookie Directive and some kind of consent mechanism. From Cookie cliff, losing over 90% of tracking, to implicit consent; from asking for forgiveness instead of permission, the analytics community is slow-ly but surely getting used to Privacy, Security and Compliance discussions.

But what does this really imply? Your role as a company collecting, processing and retargeting data is one thing. The tools you use, their Terms and Conditions and the surrounding processes yet another.

Follow this session if you make sure that within this chain of data responsibility you are not the weak link.

eMetrics Tactics Customer Lifecycle Analytics

Moderator: Peter O`Neill, Founder & Lead Consultant, L3 Analytics Speaker: Antoine Frange, Head of Marketing Insights, Zipcar

There are three key elements of analytics to support marketing functions within a company. These are Acquisition Analytics, Activation Analytics and Retention Ana-lytics. Listen to how all three areas are handled at Zipcar, the frameworks they use and key reporting to support it all.

11:40 am Session Change for Conversion Conference & Combo Pass Holders

11:45 am Experts Panel: Ask Me Anything

Speakers: Peter O`Neill, Founder & Lead Consultant, L3 Analytics Simo Ahava, Production Director, NetBooster Finland Craig Sullivan, Optimiser of Everything

Three experts, three key areas of specialism within the Digital Analytics field, as many questions as can be thrown at them in 45 minutes, what can go wrong? This is the chance to ask your questions on data collection, data analysis/interpreta-tion and conversion optimisation with responses from one (or all) of these three


Day 2 Sessions

experts. We will be collecting some questions in advance but bring your burning queries to use this opportunity for free advice.

12:30 pm Lunch Break

1:40 pm Keynote

Barclays Bank: Transitioning from Reaction to Proactive

Speaker: Benjamin Mercier, Senior Digital Analytics Manager, Barclays UK

The real value of analytics isn’t about reporting, it’s all about proactively pointing out bottle necks, opportunities to the business and drive the decision making on strategy. Most analytics managers are very aware of that. Unfortunately they are so stuck with on demand and BAU requests that being proactive can be an impossible dream. Within just 6 months, Benjamin and his team changed the value of digital analytics for Barclays UK, let him share this experience with you.

2:40 pm Session Change for Conversion Conference & Combo Pass Holders

2:45 pm

eMetrics Strategy Turning Analytics Actionable

Moderator: Jim Sterne, Founder, eMetrics Speaker: Alex Emberey, Head Digital Marketing & Site Performance, Shopstyle &

POPSUGAR

Does a great analytics implementation really lead to great business decisions? Alex argues you need a strategy to get the right data considered in the right contexts too – and you can trust him, he’s a marketer! In this session he tackles the hybrid strategist/scientist/storyteller role of the modern analyst head-on, talking about his experiences at the web’s biggest fashion aggregator and pulling together a cheat-sheet for making a real difference with data in your organisation.

eMetrics Tactics Running a Marketing Programme at Unilever – Pre/Post the Analytics Transformation

Moderator: Peter O`Neill, Founder & Lead Consultant, L3 Analytics Speaker: Alexandra Soubrier, Digital Marketing Services

Avinash Kaushik worked for Unilever as a change agent in digital. Management un-derstood the opportunity they had and set out to transform how they approached digital. Since then, digital at Unilever has evolved. Alexandra will talk us through her time at Unilever, managing marketing analytics in the new digital age and how this differs from the approach in the pre transformation age. It will cover the process from defining objectives, KPIs, and tracking consumer brand campaigns through to how they are evaluated and the lessons learnt.

3:30 pm Coffee Break

3:55 pm

eMetrics Strategy Digital Marketing by Numbers

Moderator: Jim Sterne, Founder, eMetrics Speaker: Jono Alderson, Head of Insight, Linkdex

The biggest challenge in becoming truly data driven is one of language and pro-cess. Jono’s framework for aligning strategic business objectives to tactical activ-ity and tailored KPIs ensures that senior stakeholders have confidence, that recom-mendations align to organisational goals, that efforts are measurable and produce tangible outputs, and that the whole process is simple and transparent. Tried and


Day 2 Sessions

tested by some of the world’s largest organisations, the framework can transform companies and put data at the heart of the decision-making process.

eMetrics Tactics Practical Search Analytics

Moderator: Peter O`Neill, Founder & Lead Consultant, L3 Analytics Speaker: Yehoshua Coren, Founder & Principal, Analytics Ninja LLC

Many companies invest significant financial and human resources into Paid and Or-ganic Search Campaigns. Quantification and optimization of SEO/SEM efforts are critical for those organizations that rely on search as an acquisition channel. This session will focus on how to use clickstream data and segmentation to improve marketing campaigns and SEO performance. This session will explore how to use data from Google Webmaster Tools, Adwords, and Google Trends to compliment data that you’ll find in your standard web analytics package.

4:40 pm Short Break

4:45 pm Keynote

State of the Analytics Nation

Speaker: Doug Hall, Director of Analytics and Conversions, Conversion Works

The State of the Analytics Nation. The closing talk of eMetrics. No sugar coating, just the hard truths. A big responsibility which Doug is ready to handle. He wants to address a few important matters starting with ways TMSs are sold & used, the need to understand offline data and the importance of catching up with the shift to mobile. Plus a few more thoughts on the direction of the industry. Warning, we were serious about the no sugar coating…

5.30 pm End of Conference


Media Partners

Media Partners

KDnuggetswww.kdnuggets.com

Data Mining Community’s Top Resource for Data Mining and Analytics News, Software, Jobs, Con-sulting, and more.

CustomerThinkhttp://customerthink.com

CustomerThink 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 visi-tors from 200 countries via email, RSS, LinkedIn and Twitter. CustomerThink currently serves over 80,000 visitors per month. Our main areas of cov-erage 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.

Society of Data Minerswww.socdm.org

The Marketing Blogwww.themarketingblog.co.uk

The Marketingblog Wordpress site and newsletter - definitive, exciting, entertaining and endlessly practical. It is the main UK ‘silver bullet’ to in-crease your online influence and awareness - and achieve new business. Call Will Corry 01784 434 412 or email [email protected]

State of Digitalwww.stateofdigital.com

State of Digital is one of Europe’s leading web-sites in Digital Marketing related topics. State of Digital is a unique platform, which helps those working in digital find the right content which fits their needs, their current position, their experi-ence level and also the state of the digital market-ing implementation of their companies. They can read and share the right content with the right people to take the next steps in digital market-ing. Through the website, which holds a blog, whitepapers, guides, training, webinar, workshops and events etcetera, State of Digital connects the dots between different people and channels and it breaks down silo’s. It integrates all marketing channels. The website and the concept behind

State of Digital was created and developed Bas van den Beld. The site is the successor of award winning blog State of Search.

Mixing Digitalwww.mixingdigital.co.uk

Mixing Digital is a full service agency which helps meet all your event management, digital market-ing events, communications, networking, brand building and news-in-brief needs. The team consists of six renowned specialists with over 20 years’ experience in events communications. Our newsletter is read by 6,000 digital marketers. We run our own monthly networking events.

The Drumwww.thedrum.co.uk

The Drum is the leading news resource for the digital, media and marketing industry.

Our team of reporters update www.thedrum.co.uk each day with up-to-the-minute news and features and we publish a fortnightly magazine packed with analysis, insight and comment.

While the digital sector has become something we cover on a daily basis, it has also become an essential part of how we break stories and reach our readers.

The Drum website attracted 2.4m unique users in 2011 and we are now the best read B2B media and marketing website in the UK according to Google AdWords.

We also run the Dadi Awards which reward the leading communicators and campaigns in the digital sector– www.dadiawards.com

To find out more and to receive the latest industry news visit www.thedrum.co.uk.


Keynote Bios

Doug HallDirector of Analytics and ConversionsConversion Works@fastbloke

Doug is the Director of Analytics and Conversions at ConversionWorks, a digital analytics and conversion rate optimisation agency that helps clients generate more value from their websites. Doug has over 15 years industry experience working with

global brands such as Diageo, Haymarket Media, Tottenham Hotspur and L’Oréal on CRO and Web Analytics projects. Highly technical but still able to speak to humans, Doug is 6’ 7” and a private pilot when time and the weather allows.

Session:Keynote: State of the Analytics Nation

David LeeseGlobal Optimisation ManagerDell

David Leese is a Global Optimisation Manager for Dell covering the EMEA region. Prior to Dell, David worked as a Web Analyst for the Co-Operative Financial Services in the UK where he gained five years’ experience with both web analytics (Adobe SiteCatalyst and Discover) and business intelligence (SQL and Business Objects) tools. His primary

interest lies with online testing. He has his own hard-coded HTML website (tagged with Google Analytics) where he runs a few of his own tests. He also blogs about his experiences as an online analyst and testing manager. David holds both a BA and MA degrees in Physical Sciences from the University of Cambridge in the UK.

Session:Keynote: Building Momentum in Online Testing

Benjamin MercierSenior Digital Analytics ManagerBarclays UK

Ben is Senior Digital Analytics Manager for Barclays UK retail banking. Him and his team provide actionable insights to more than 250 colleagues within Barclays and support the digital strategy.

Over the past decade he did work around the globe as a consultant for two digital analytics vendors: AT internet and then comScore. During this time he acquired an amazing experience across different business areas on operational and strategic projects

for major organisations such as Sony, RyanAir, BBC, John Lewis, Axa, Schibsted and Naspers.

Recently he has been co-funding the digital analytics social club (DASC) aiming to become a strong think tank of digital analytics professionals brainstorming on top level industry trends, best practices and methodologies. (join now on Linkedin https://www.linkedin.com/groups?gid=8112173)

Session:Keynote: Barclays Bank: Transitioning from Reaction to Proactive


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

Session:Keynote: From Bits and Bytes to Insights

Jim WilliamsProduct Analyst at Cabinet OfficeGovernment Digital Service

A digital analyst currently working for the UK Government (Government Digital Service) helping major organisations such the HMRC, Home Office, DVLA, Ministry of Justice and the Government Verify platform to implement digital analytics solutions as part of the UK Government’s Digital Transformation programme. Have worked in digital for nearly 15 years helping the likes of AstraZeneca, Agent

Provocateur, Kwik-fit Insurance, The Student Loans Company, Lloyds Pharmacy, Weeworld and Lane Crawford (Hong Kong & China) to implement digital analytics solutions and develop digital analytics capability. My role is to help organisations use digital data to iterate their services and improve user experience.

Session:Keynote: Transforming the Culture of the UK Government

Dr. Wing Yee LeeEMEA Business Analytics Team ManagerAdobe

Dr Wing Yee Lee heads up the EMEA Business Analytics Team for Adobe Marketing Cloud, responsible for the performance management of hundreds of millions of US dollars ad spend. She has a background in business forecasting research and enterprise software consulting, enabling her team

to provide uncommon insights to improve clients’ performance and advise on their business strategies across online and offline marketing channels. The 200+ client base she works with ranges from retail and travel to internet domain providers and financial services.

Session:Keynote: Measuring the Unmeasurable: Econometrics Magic in Advertising


Speakers

Simo AhavaProduction DirectorNetBooster Finland

Simo Ahava is a recognized expert on extending Google Analytics and Google Tag Manager beyond their standard capabilities. As a developer-slash-marketer, his ambition is to increase awareness of best practices for both web development and data collection for digital marketing, focusing especially on where the two intersect. Simo’s blog at www.

simoahava.com is an excellent resource for all things GTM and GA development, and he is also an enthusiastic public speaker, evangelising the use of tag management to solve tracking and development woes. Google recognized his contribution to Google Analytics development by appointing him as a Google Developer Expert for 2014-2015.

Session:Experts Panel: Ask Me Anything

Sibel AkcekayaFounder and Principal ConsultantNobHill Digital Consulting LLC

Sibel Akcekaya is an international digital consultant and analytics evangelist who found Nobhill Digital Consulting LLC in 2012 to provide various consulting services like digital product strategy, digital analytics strategy, tool selection and implementation, data analysis and optimization for enterprises and start-ups. She took different roles such in digital world since 1999 and worked for companies like Turkish

Airlines, US Airways, Hotwire.com. Her client base includes big companies like Expedia and American Airlines. She is the author of web analytics blog “www.webanalyticspower.com” where she shares her 15 years’ experience in product development, web analytics and optimization, business intelligence, customer research and user experience.

Session:eMetrics Strategy: The Relationship Between Offline User Experience and Digital Conversion Rate

Jono AldersonHead of InsightLinkdex

Jono has over a decade of blended experience in digital marketing, with expertise in SEO, analytics, campaign strategy and web development – from defining the ‘big picture’ and strategic direction, right down to getting his hands dirty in the nitty-gritty technical detail.

He’s worked with agencies, startups, household brands and some of the biggest brands on the

planet to define, support and deliver successful SEO, content, analytics and brand strategies at an international level. He’s convinced that the worlds of digital analytics, business consultancy, and ‘proper marketing’ are all, finally, becoming one and the same thing. In his current role, he heads up Linkdex’s Insight team to add a layer of human expertise and consultancy to their enterprise services – coupling big data with big thinking.

Session:eMetrics Strategy: Digital Marketing by Numbers


Speakers

Alan BoydellDirector, Data Insights & Analyticsfifty-five

In his many years as Google Analytics Manager for Southern Europe, Alan became a well-recognized expert in web analytics and testing. This Scottish academic with two M.A.s to his name is the author of the blog “The Analytics Factor”, and co-wrote the

first French user guide for Google Analytics (Google Analytics, Pearson 2012). He left Google to found Keymetrics, Keyade’s branch specialized in web analytics and testing before co-founding fifty-five.

eMetrics Strategy: Unleash the power of your data with BigQuery

Vicky BrockFounder & CEOClear Returns @brockvicky

Vicky’s is a Board Director Emeritus of the Digital Analytics Association and former DAA Committee Chair and Board Director. She this year won Innovator of the Year at the 2014 FDM Everywoman in Technology Awards. As CEO of Clear Returns, she has been named by Forbes.com & Bloomberg as one of the 9 top female tech CEOs to watch. Her career started in direct marketing analytics, with clients including Tesco Clubcard & HP, and in her previous company was Scotland’s first

Google Analytics Authorised Consultant. Her latest company, Clear Returns, provides data driven solutions to help multichannel and ecommerce retailers’ improve their sales performance and profitability by increasing the amount of purchases that are kept by customers. The firm was recently named top Tech Start Up in Europe by the European Commission, and has extensive success including winning IBM SmartCamp, Com’s Big Data Venture Challenge and Best New Ecommerce Innovation.

Session:eMetrics Tactics: Zombies, Catnip and Icebergs – Finding the Returning Products that Kill Profit and Customer Lifetime Value

Yehoshua CorenFounder & PrincipalAnalytics Ninja LLC @analyticsninja

Yehoshua Coren is the Founder & Principal of Analytics Ninja LLC, a web analytics consultancy that provides advanced Google Analytics implementations and data analysis services to a wide range of companies. Yehoshua founded Analytics Ninja in 2010 out of a desire to bring his

passion for web analytics and success in Internet marketing to a larger audience. He is return speaker at Superweek Hungary, SES London, and SMX Israel. Yehoshua a contributing author to the ebook Google Analytics for PPC by Daniel Waisberg.

Sessions:eMetrics Tactics: Practical Search Analytics


Speakers

Alex EmbereyHead Digital Marketing & Site PerformanceShopstyle & POPSUGAR EU

Alex is European Head of Digital Marketing & Site Performance at Shopstyle & POPSUGAR, covering the UK, French and German markets. The business aims to blend content and commerce to create the web’s #1 women’s lifestyle destination and Alex spends his days tackling data challenges to help

them get there (and drinking significant amounts of coffee). He was previously European social media lead at global travel agency Thomas Cook focusing on growing an engaged and valuable online community. And before that he did digital and eCommerce at British Sky Broadcasting.

Session:eMetrics Strategy: Turning Analytics Actionable

Antoine FrangeHead of Marketing InsightsZipcar

Antoine Frange is currently Head of Marketing Insights at Zipcar. His job is simple : help marketers (and others in the company) to understand better how to turn prospects into dabblers… into members… and finally into raving enthusiasts ! One consistent theme behind his work is “breaking the

silos” between traditional business intelligence, modern web analytics, and user experience research. Before joining Zipcar, he was running his own analytics consulting practice, and had previously led analytics efforts for digital agencies (Fortune Cookie) and in-house (Google, Sony Music).

Session:eMetrics Tactics: Customer Lifecycle Analytics

Javier GodoyData Strategist & Managing PartnerMind Your Group

Javier has been working in digital marketing since 1999 with experience in most of the different aspects of the industry: the start up: as online marketing manager at Kelkoo.com, media: as online marketing director at Vogue Spain, agency: as CRM manager at TBWA Interactive, consultancy: as Data Strategist Managing Partner at Mind Your Group his current job and his second venture after creating the digital advertising agency Inspiring Move. Pioneering

digital analytics in the 90s, One to One marketing and CRM in the first decade of XXI century and Social Media measurement since 2007 he is now in charge if all the data projects at Mind Your Group. He is also a recognised professional in Spain where he lectures at several universities and business schools about social media analytics, strategy and marketing automation, with three different publications in the field.

Session:eMetrics Tactics: Social Media Optimization in Retail Banking


Speakers

Mark JohnsonDigital Analytics EnthusiastAvios

TBA

Sessions:eMetrics Strategy: Beyond Reporting, Delivering Change, Proving Value

Peter O`NeillFounder & Lead ConsultantL3 Analytics@peter_oneill

Peter O’Neill is the founder of L3 Analytics, a London Business Consultancy that helps companies use digital data to understand and improve their online performance. He has been working in Digital

Analytics for 7 years and is a Certified Digital Analyst. His clients range from start-ups including Livestation & Duedil through to bigger brands including Cath Kidston and Hearst Magazines.

Session:Moderator Day 1 & 2

Aurelie PolsPan-European Privacy SpecialistMind Your Privacy@AureliePols

Vested in digital analytics for over a decade and co-founding her 2nd company in the field, initially in Belgium (OX2 sold to LBi/Publicis) and now in Spain with Mind Your Privacy, Aurélie broadens her analytics scope to include SocialCRM projects and mainly focus today on data protection and privacy.

Of Pan-European background, having also served

as initial principal consultant to Web Analytics Demystified, she can now count on the support of shareholders & advisors such as Avinash Kaushik, Bryan and Jeffrey Eisenberg and Jim Sterne in order to help marketing departments deal with the new challenges of measuring to optimize while avoiding legal sanctions and embracing Privacy by Design ways of working.

Session:eMetrics Strategy: From Über Creepy to Over Compliance: Managing your Analytics Assets

Dr. Karendeep SinghHead of Analytics & InsightsDigital Annexe

With over 11 years’ experience in Digital Marketing, and a Statistics Doctorate, Karandeep is a specialist in digital analytics and insights. Karandeep is an active member of the Digital Analytics community, and as a results-orientated digital professional, he

has vast experience in presenting innovative digital analytics strategies & workshops at conferences, meetings, and summits, across the globe. Currently Karandeep is the Head of Analytics & Insights at Digital Annexe, a full service digital agency.

Sessions:eMetrics Tactics: Five Statistical Concepts Every Digital Analyst should know


Speakers

Alexandra SoubrierDigital Marketing Services

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 marketing roles.

Back in Paris, Alexandra worked in various listed companies in senior beauty marketing roles at Laboratoires Phyto-Lierac, LVMH and Dow , before returning to Unilever last year. Until currently, Alexandra was leading the marketing analytics strategy at Unilever for global markets covering consumer brands.

Session:eMetrics Tactics: TBA

Craig SullivanOptimiser of Everything @OptimiseOrDie

Craig was recently Director of Optimisation for RUSH Hair, where he looked after optimising visitor behaviour in nice ways for the business and was responsible for a number of technology and testing projects. Craig had previously been with Belron since 2008 (Group company that owns Autoglass), improving the sites for 33 brands in 19 languages around the globe and running a team of optimisers, UX people, SEO specialists and project managers. Craig has been blending a fun mix of Agile, UX, insight, analytics, multi-variate testing and optimisation techniques for several companies over the last 11 years. He has

built teams, run projects or used conversion voodoo on the likes of John Lewis, LOVEFiLM, Ocado, Waitrose, Zoopla and a smattering of tech start-ups. He tweets on topics like UX, Neuropsychology, Mobile technology, Persuasion, Copywriting and more as: @OptimiseOrDie. Craig talks regularly at events and is given good feedback from delegates because of his knowledge of his subject area and a wealth of practical tips you can take away and use. He shares a home in Blackheath, London with his two girls and Rolf the Cat and is a part time DJ at weekends for entertainment.

Session:Experts Panel: Ask Me Anything

Nichola TonerWebsite & Customer Services ControllerM&Co

TBA

Session:eMetrics Tactics: Zombies, Catnip and Icebergs – Finding the Returning Products that Kill Profit and Customer Lifetime Value

Documents

Olympia, London - eMetrics Summit, International Marketing … · Digital Marketing by Numbers Jono Alderson, Linkdex Experts Panel: Ask Me Anything Peter O’Neill, L3 Analytics